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In that time period when Kiara Lubik decided to visit the folkloric community in Brazil, it was at the time when Pope John Paul 2 issued an encyclical called Sentessesimus Anis and it was all about the possibility of uh involvement in social structures and kind of a vision of bringing about change for the positive uh in the world. And so in that context when Kiara had gone to Brazil and had had read that encyclical and she saw the suffering in the focal community and that they could not take care of their own poor, this idea of using business as a vehicle for addressing that problem was a very unique idea.

It wasn't a common thing at that point. to have that kind of social vision for a business. And so when we explain this as a kind of a bomb exploding, it was a super big new idea that wasn't even present beyond the focalari. So even though she wasn't an economist or she wasn't an entrepreneur when this idea came about, people immediately realized it wasn't just for Brazil, it was for the entire world and they wanted to join in in that kind of vision.

And so that's what we mean when we say the EOC was kind of like this explosion of an idea, something brand new that was not on the horizon anywhere.