How do you do that? [laughs]

Um, I think it starts with one, again, understanding that design is an ethical imperative, that we have an, a moral responsibility to tie into some type of human-centric design approach.

And in order to do that, you have to start to break down what is the human condition.

For us today, we believe that the human condition is biological, ontological, and that we're all creators.

That's what our brand believes, you know? And so in order for us to do that, we look at each one of those buckets.

For example, neuroaesthetics has 73 different principles that we can tie into, but we've kind of bucket those into five different major categories between biophilic design and light and fractal patterning and visual complexity.

And there are real tangible strategies that we use to tap into those neuroaesthetic principles.

Separate from sort of the vision piece, are there, like, nuts and bolts things that your firm had to prioritize and get right to really show up as a partner that these, these companies wanna turn to again and again?

Okay.

So of course, that was a huge, uh, hit to our hearts and our souls.

Like, okay, where is she? You know, where, we have her car.

Her car's damaged.

Um, they did not tell us a lot of things that, right then, about her car.

It was a few days later.

But what we did was we took it upon ourself to go...

And if she was watching it, felt all the love there for her.