As we crack open that conversation, Carl, what would you say is the number one challenge in your mind that you faced? In thinking about that growth path, what do you think is the biggest question mark that you've had in your mind about it or a potential barrier that you've seen the success that you just know you have to navigate around somehow?

Very good question.

Very big question.

I've never actually thought about the one main sort of like challenge.

But if I look back on how I started the role and I came in trying to think about doing an audit of what we had, setting sort of a base layer and structure for the building on top for each division of marketing.

Even though I was managing them all, I wanted to make sure that I had the kind of basics in place.

What that means is a good tech stack.

And I think I'm wondering, as you look at that, and as you step back from probably being a bit more of a specialist, perhaps in previous roles, and you become more of that generalist, is there anything that becomes completely off the table for you? Like something that you simply cannot handle? do as a single marketer or that you avoid doing that maybe you would want to if you had a larger team? It's a