When you talk about cross sell and when you talk about data strategies that is a inward bank focus, so it is saying I want to sell more. I want to get more loans in the customers hands, I want to get more deposits in the customer hands. We need to flip that coin around. We have to say how can we use data to better serve the customers. By the way sales will come. But if we think of it as a way to build better sales models, to build better cross sell models. To make it so that we hit our product goals. We are going to miss the benefits and the power of data analytics, to solve solutions. People don't come to a bank saying, I want to buy this and I want them to sell me the next most likely product. Personalization means you are going to find out more and more about me.