The Importance of Context in BI

I think one of the big mistakes that tools have made so far is that They're generally built you know tech first. It's like here's what people our end users need to actually access this very easily and even just simple stuff like case in point. You've I'm sure you've seen in liquid deployments people get stuck up on Logging in because they can't find their password. So there's all sorts of little things that could have very easily been polished out of that experience. We had a really big moment when we actually moved away from looking at data as if it was an Excel file, which has its own kind of advantages but also disadvantages for business users who are trying to do