But let me stop there, and can you tell us more about what you mean by what is the 3C framework, and how does it relate to the big idea?

All right.

I'm going to tell you a little story first, if I may.

And this goes back to my days as an account executive at J. Walter Thompson, where we were often, I mean, we were just presenting ideas, concepts, campaign strategies, et cetera, to senior agency people, to clients.

And That's the one question everybody would throw back, regardless of who you were.

You would, where is the big idea? There's no big idea here.

This is just a pretty picture.

second

Yeah.

Yeah, exactly.

And I thought I was just going.

I just kept going.

I just kept going.

The people who suffered the most, I think, were my family.

I was snappy.

for two