So when thinking about a growth through entry, it's important to recognize that successful entry strategies take in to account rivalry. The moves and counter moves of your competitors. Incumbents options become fewer and less powerful after entry occurs. So it's critical that you think about who potential entrants could be and how you want to either accommodate or deter them even before entry occurs. And then once entry does occur, what's your strategy for competing afterwards? It's not as simple as simply saying, we're gonna go for this market position, we're gonna go for this new market. You have to think about the rival's actions and how they'll respond, and understand that the same competitive actions will elicit different competitive responses by different competitors or in different competitive situations. Understanding the incentives, understanding the capabilities of your rivals, is gonna be important for understanding how these competitive dynamics will play out. Finally, recognize that a small change in the game payoffs, basically restructuring the game, might alter the outcome quite a bit. And so always be thinking about not only how do we play the game right now and how is the game currently structured, but also be thinking about how might we restructure the game in a way so that we can create value in the ways we're looking to do.