University of South Australia

I make it read like three, four pages, then I'm out, you know, but it was called How Brands Grow by Byron Sharp.

And he talks a lot about some of the, he's a professor at South Australia University, but he talks a lot about the myths of marketing and the misses of marketing, but ultimately distills it down to the two most important components are physical availability and mental availability.

And you have to really think for your specific product, what's going to be more important, you know, his physical availability more important or his mental availability more important.

So, you know, maybe in a supplement brand, like an AG water or something, mental availability is more important because you need to be building awareness and, and have a high educational threshold, but some on the flip side, You know, going back to a candy business, you know, it's about physical availability because it's an impulse item.

Yeah, I love how you, as a clinician, I can see you're a clinician, draw it back to like, well, what are we actually going to do about that? It was one of my frustrations, actually.

I did a professional certificate in pain science down at University of South Australia and Laura Mimosley, who you mentioned, teaches into that.

And one of my particular frustrations as someone with lived experience of of pain and also as a clinician that works in this space is like, I'm sick and tired of hearing like pain is complex, pain is complex, pain is complex, which is true.

Don't get me wrong.