Let's talk about another very important role played by crest function team approach. Think about the general project, not just, you know, new product development. You know, think about some construction or shepherding or, you know, any, any type of project. So this is projected time. And I want to focus on two things. The first one is how easy it is to fix the problem. If there is problem, we gotta fix the problem, right? We gotta fix the problem, and how easy is it to fix the problem? Is it easy to fix the problem in the early period of project time? Or is it easy to fix the problem toward the end of the project time? It is obvious that if we, if we find out the problem. If we identify the problem in the early phase of project time, then it's easy, it's more, it's easier to fix the problem, right? On the other hand, if we, you know, approach the end of a project time, if we, you know, identify problem, it's difficult to fix the problem. Think about this, you know, construction. We want to, we want to build a huge big building, we construct a big building. If we find some fundamental problems at the early stage, at the early stage, at, in the, in the early phase of this construction, we can actually fix the problem very easily. We can change work procedure, we can use different materials and we can change the sequence in a task in someones office. But lets say that we are approaching the end of a project time, therefore the project, the building is on the final floor, maybe. 50th floor is all done and you know, everything is almost done. And so then we realized that we forgot to install some, you know, steel beams in the building. So what? What can we do? We already completed all these outside and inside, interiors and exteriors of the building. And now you say that you forgot to, you know, put more steel beams. And without knowing that we cementing all these things and we completed all this workings and now what can you do? We cannot fix the problem. We already done this whole, whole building. So the flexibility or let's say ease, right, east to fix the problem. Is largest, the highest in the early period and it becomes almost impossible to fix the problem. Now I will look at the another thing, management attention, management attention, management attention. All cost to fix the problems. The cost is relatively low, right? Relatively low in the early period. And then of course, it's very expensive towards end of this project, and that's consistent with this ease to fix problem, or flexibility to fix the problem. But I want to more focus on this management attention allocation patterns. Traditionally, you know, time management pays you know, more attention as the project approaches completion time. Maybe, many managers probably don't care much about the project in the early phase because Let's again think about this construction. You know, building construction and normal exteriors and pods and here and there people are moving all around and everything looks disorganized in compare, in there with the top manager, doesn't want to get involved in this ah,highly. Highly complex, highly complicated situation. So, they don't want to pay more attention. After all, they can't see any building yet. But as the floors, you know, rising, and as the building takes it's shape, it looks more important, it looks more, you know, relevant. And then manages to start paying more and more attention. So their attention allocation pattern, let's say this is attention allocation pattern. Is, like this, okay? Early phase, not much attention, but towards end of project, much attention. But that's not good. I mean that it's useless to pay more attention at the end of project time because it's too late to fix problem. Even if you pay more attention to the project, you cannot fix those problems. In other words, there is huge mismatch, huge mismatch between. Management attention location and the flexibility to fix the problems, or the ease of problem solving. What's the benefit? What's the good thing to use cross function team approach? Cross function team approach, has the company to deallocate this management potential location. In other words, don't pay your attention at the end of the project. You have to actually change, you have to actually change this potential location pattern. In other words, you move this like that. In other words, you pay more attention, you pay more attention in the early phase of your project time. And you don't have to pay much attention toward the end of project time. And therefore, you have to have dual management attention location pattern that actually consistent with this flexibility or ease to fix problems. They gotta be, they gotta be met or they gotta be consistency between this. Problem solving and attention location. This functional approach is useful to shift, to shift these attention location patterns, why? Because in the early phase, lots of the functions get involved in the process and it becomes very important to coordinate all these you know, activities at the same time. And therefore that necessarily draws more attention from time management and therefore if we use, if the company uses criss function to approach them. They necessary pay more attention in the early phase because they're needed to coordinate, needed to coordination is very intensive, is very high in the early phase of this project time. So actually that's another, another door, very important door which is not discussed open which is it's not easy to identify actually, but basically well actually that's very important thing. So I say cross function approach actually enhances the awareness level at the early stages. And this is a very important, very important point. And, that's another reason why we can, you know, we can get benefit from using cross-function team approach. It is also interesting to note that, you know, if the. Technological uncertainty, and if the market uncertainty is very high then the benefit due to this match between, you know problem solving and attention allocation is much larger. And again here if the, you know, technological and certain the market uncertainty's very high, then it's much more beneficial to use cross function team approach, better than traditional approach. [BLANK_AUDIO]