Everybody is starting to rethink what B2B means, whether it be the customer experience, the platforms being used, the ways of doing business, the whole operating model. So it's really going through a renaissance. The opportunities for me to be commerce are really limitless. The lines and delineation between a consumer and a customer are increasingly becoming blurred. most Of these B2B personas are also consumers at the end of the day, right? They're also getting influenced by other industries like retail, finance, banking and they expect the same B2C experience in the B2B world. That's where the big gap is when it comes to the digital commerce in the B2B space. I like to think of it as being very business LED and tech enabled and having that mindset and understanding because then that's really going to influence picking a technology solution that's fit for purpose and it has to be customer centric. So what it means that start looking at from the lens of customers what it means most of them, what are those moments of truth that you want to really thrive and how do you deliver that differentiated experience. Make sure you don't forget about your ecosystem, your suppliers. They're an often forgotten pool of opportunity. And of course your customers talk about these things inside your organization. Be the evangelist for B2B.