Can you take us through the process of being an entrepreneur in residence here?

Yeah, totally.

So it's pretty much a three-part process of problem discovery, solution ideation, commercial validation, which, yeah, is exactly what we did at Conquer.

And so it starts with... a very open-ended exploration of the challenges and the headaches and the pain that exists for marketers in the market right now.

So that's kind of an easy part, right? Tell us what's really annoying you.

People quite like answering that question, like you can have a gripe and a grumble.

And so you go out and you ask 100 people to give you half an hour to talk about their troubles.

So how does John Beatty help with that?