Hirokazu the magic words. We actually do presocs information I posit that not everyone presocses all the information that they read, see or hear. I learn from the Internet from the things I think about. Unless someone picks up the information and thinks about it, no learning occurs. I like how you said it, As educators, we just have to know the ways to make the information available so that members can learn from it. I would take it a step further, we have to design learning opportunities for our members to think, discuss and presocs it. In our consulting, we are shocked at how many associations have education in their mission statements and then do not even have staff devoted to education. When we talk with leadership, they assume that producing information and sharing it with others is education. I totally disagree. That's information transfer at its best. And information transfer is not education nor is it learning. When I see an association that devotes 20%-50% of their budget to marketing and government relations yet their mission is to educate members, there is something inherently out of whack. And I do believe we should start putting a budget number on learning and behavior change. We can't improve what we don't start measuring. If we start budgeting for it, then hopefully we'll start measuring it. At least that's what I think.