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and I quickly wanted to start with a little bit of setting the stage for for where you know some Trends are happening and um you know some of the key themes coming off of of sapphire and so in a 2021 study from McKenzie uh they suggested that you know Innovation and optimization is really driving growth not cost reduction so while companies may be you know um cutting cost in one area they're re investing those those those those savings into Innovation and certain levels of optimization so they'r…
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