Was there a specific person, a specific conversation, something that you saw that you couldn't unsee? Tell me about that.

Yeah.

There was.

So there's kind of, like, two key feeders which, uh, fed into Alive.

So one of the key ones was I used to run a leadership consulting business with a wonderful, uh, guy called Steve Cockram, who's the founder of Giant.

Some of you may know him.

And we used to run life intensives, so often for CEOs, executives who were in transition, helping them figure out what the next stage of their life would look like.

Talk to me about that.