they get some deeper insight that they learned something. have they adapted their business to some unique capability that no one else has recognized? i m not sure i believe in the issue of pain. there s a certain easy way of saying pain. the best companies are the ones that look at the challenging problem and figure out how to solve it. it doesn t have to be painful. they just have an easy way of adapting to better ideas to be in a position to offer customer better, cheaper, faster solution. we used to talk a lot. i know when i was in business school, we wrote so many business plans, you know, and they were this thick. today, are people handing you business plans? they still do because they are coming out of business school and they are told to. so we do get a lot of them, but we don t read them. we ll look at them after we decide that there s a possibility of investing, to see more depth to the concept of their idea. but we generally look at the decks that we create. those may be