clarity instruction so you've got to be very very clear simple words conversational and I think you got understand what the audience wants and also I think as you build quite a bit in trust and get taken with you so and I think structure is really really important so you gotta you gotta distill complexity into simplicity and that's a real challenge take noise a cloud and bring clarity to it and I think the only way you actually get clarity is actually by creation creating because the art of creating actually creates clarity because you've got to stop think does this make sense and then as you create you start to polish it so stuff with a rough draft and then you keep polishing it to finally going okay it's good enough to hit publish so the art of creation is something that it's important for all of us as human beings to actually one if you've discovered your passionate purpose there's actually not just to think of an idea and put it down on a piece of paper and filed away in a filing cabinet is actually be willing to sit down create it and then share it because that's where the magic really happens is actually in the sharing because what happens then is that the world it basically talks back to you so what we have is I remember reading a book by way and I talking about the superconscious which were all connected as human beings the social web is actually super conscience superconsciousness enabled by technology now so we're all connected Lena but enabled by technology so I think you're gonna be willing to be vulnerable in a share your creation with the world be willing to be wrong to be judged but then you are in a place to be validated and when you are validated you are so empowered and then you become like on a mission and that's been my experience it's scary and for something was scarier than others I was on the train coming back from Bergen and I sat next to a kindergarten teacher and she said I have a choice to make as we had a conversation said do I take this job which is about what I'm passionate about which is making education fun at what makes kids happy because I'm a kindergarten teacher that's what I'm really curious about or do I go and live in Bergen where my family is and needs me as well and I said well why don't you start creating a blog rather than take the job but it's actually going to restrict you and you're going to have to you will not be able to publish because you are going to have gatekeepers which is the organization and that will be your IP but you're giving your IP to someone whereas the social web and blogging and digital publishing empowers you to actually share you're stuck with the world with no filters and that's incredibly empowering I said well maybe you can go take another job in the town look after the family and family commitments but start a blog in parallel bootstrap and do your own research because what's to stop you you don't need an organization so you need to do research on this ok do it that is what the social web delivers