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The protocol which took us about a year and a half to design this with a group of 40 was done through a workshopping approach where we involved people from a wide variety of fields, anthropology, rural development, empathy based design, and a variety of others. So, it bakes in a lot of the pre-existing knowledge and things like participatory rural appraisal and quick ethnography, rapid assessment processes, empathy based design, and those kinds of pre-existing methods into a business process. So it's a systematic business process for getting on the ground, building trust, and the core idea is that you begin without any preconceived ideas, you don't go in trying to sell a product, you go in with an open mind, you know, so we call it putting the corporate hammer down, you know, because left to their own devices, companies are little bit like a child with a hammer. They know how to swing the hammer and they're looking for more nails to pound, you know, and the BOP you know, the poor look like a lot of little nails. So you got to put the hammer down and think, you know, again humility, right, begin with the idea that you have to suspend disbelief, admit that you really don't know what's going on in that space and then be willing to devote the time and energy to understand it. So, there's an approach where you begin by opening up by getting on the ground by you know, actually doing home stays, by building trust in those communities and then a systematic approach of resource sharing and workshopping to jointly develop businesses together, that's the BOP protocol and there a whole set of interesting action research questions that come out of that and as I mentioned Erik Simonis and Duncan Duke are both involved in the execution of those projects, but they're studying it at the same time.