Oh, my-

And you can see here, like, she's got, you know, "I want things delivered on time and on budget according to my specs and expectation with better quality than I'd expect from my own team." She's 39.

She's Sydney-based.

We've got all of her needs and desires, her priorities, her pain points, her goals.

You get the point, right? She's on my wall because she matters that much because if I'm gonna think about her, and I literally am thinking about her all day, you know, what does she need? What's she gotta overcome? What are the challenges that she's dealing with right now? How is she going to transform and enable her team in an AI agentic-led world where she has to basically take a traditional marketing business and team that's, you know, been relative- relatively profitable, and now she's got to transform that into an AI, uh, optimized team that is going to be efficient, effective, and achieve, you know, the commercial metrics that need to be delivered.

So that to me fundamentally is knowing deeply your customer and, and the person that, you know, needs you and, and, and you know, we are like the engine room behind her to make damn sure that not only does she, you know, drive great results, but she gets rewarded for that, you know, for that effort as well.

So that's a big part of what we do.

But what did it actually feel like to be the person who was supposed to have the answers and then just not have them?