what we find and what we have found and partly why i wrote the book is the trick with illusions is your brain is certain it knows what the group thinks so if just being told it with data that it's not true it the number of times people 00:19:45 say man i i wish it were true but i know it's not and you're like so what we found our strategy we felt like is when the more that people came to understand 00:19:57 the phenomenon of collective illusion the more likely it is that they were willing to take new data and say okay wait now that i know that this is possible and i know that like i can't really trust my brain to tell me what the group thinks they 00:20:10 were open to good data where otherwise it just seemed like the data itself like and if you think about it like how many other organizations have shown us like look how much common ground we have and yet it doesn't seem to move the need so our bet is to socialize the concept of 00:20:24 collective illusions get people to understand this and then hopefully we can now start to have the conversation with data about who we really are as a people i mean like to me it's it's it's incumbent on us to actually meet people 00:20:36 where they are and and i think this is an important concept so it's on me to try to communicate in a way that people understand and can relate to