I hope you have a great weekend everyone! Do the thing. And don’t worry about hype cycles. Do the thing because it needs to be done. Because you want to do the thing. Do the thing. Even if you’re told it doesn’t matter. Or that it can’t be done. Or that someone bigger or somehow ahead of you needs to do the thing first. Or that nobody else is doing the thing so therefore you shouldn’t do the thing. Do the thing!