Applied anthropology

And I created an approach.

that I, you know, I pioneered and created when I started my company, Human Branding, in 2006 called Applied Anthropology Thinking, which is really that Venn diagram of, you know, really, really deep understanding of human behavior, human culture, what makes people tick, with really strong, powerful, applicable marketing, business, and strategy implications to create that beautiful sweet spot of like deep human understanding and high impact impact.

And that was a huge gap because, as you said in the intro, most companies when I got, because I really, what did I do like you when you go to a dinner party? I went into business as an interloper.

I basically was an anthropologist my first couple of years.

I had worked on the advertising agency side.

I'd worked in consulting and I could bridge that gap.

And that's how I created my company, Human Branding, and our approach applied anthropology thinking.

And now I've taken that principle and turned it into a company that...