So my question to you, Ben, today is, how do smaller agencies stand out in a world of big brands?

Thank you.

And I think it's a really good question in general at the moment as part of the industry.

I think the industry is shifting away massively from your kind of WPPs and your kind of Omnicom.

There's so much change that is happening, those kind of large corporates.

I think one of the things that... indie agencies can take as a learning from this is really just around how you can differentiate yourself.

And I think the biggest factor for this is not just creating a brand as an agency, but if you're going out as an individual as well, it's so important to have your personality shine through for that, because I think that is what people will buy from.

So what would you say would be a simple way for people to at least set up their first, I call it shitty first draft, usually when I talk to students, their first... 1.110 version of a simple way to kind of build lead generation, what would you recommend somebody to do?

I mean, what's the vision?

You know, this, this problem is too big for government to solve alone.

It's too big for the business community to solve alone or the environmental community.

It's such a big problem, it actually calls on us to work together.

And so we're trying to bring the best of the private sector, that agility, the ability to move fast, to have unrestricted use of funds, to partner with and focus and provide oversight to allow the state to accelerate and, and succeed where no one else has won.

Right? Just next door, Nevada, they've trashed a bunch of their lakes.

California, they've trashed a bunch of their lakes.

What does the scientist say?

But can you give us a little idea of the scale that we're talking about when we say local impacts?

Yeah, the, uh, I mean, at, [laughs] for, I j- I just wanna say, we use, um, a principle that's called the precautionary principle in ecology.

So if somebody comes in and has a proposal to do, to build a dam, to build a power plant, to use a new chemical in manufacturing or in the food supply, the burden of proof is on the developer to demonstrate that that's not going to cause harm, right? That burden of proof shouldn't be on the public or on independent researchers to prove that there's going to be a negative impact, right? That groundwork needs to be done by the, the people that are going to potentially benefit from the project.

And so I just wanna make sure that that's really clear here, because we are in the realm of speculation.

We don't have the data.

We don't know all of the specs for this plant, um, either on the power generation side or on the server farm side.

So we are, um, at, en- engaged in a thought experiment where we're saying, "What are the potential impacts?" You know, what are the hypothetical, uh, changes to the environment that we see? And the answer there is, there is a plausible chance that this could affect large-scale weather patterns for the northern part of Utah and the southern part of Idaho, right? When you talk about adding 16 gigawatts of thermal energy to the environment, um, this is really, really significant.

So I know it's hard to tell what those ripple effects will be, but just in the case of wildlife and those migratory birds, what are some of the things that we could experience that would ripple out well past our area of-

Give people like me, that don't really understand this so well, give me kind of an idea of what this means.

You know, uh, we are experiencing severe environmental issues in the Western US.

One of the biggest is water shortages.

Uh, but we also deal with, um, air pollution problems, you know, in our high valleys.

And as we're trying to address these issues, this is basically like putting a Manhattan-sized installation, both in the amount of electricity it's consuming and the area that it covers, right in the middle of one of the last intact, uh, areas of this ecosystem.

And so again, like I said, usually I'm the one who says, "Don't let your hair catch on fire." You know, not every project is the end of the world.

But the size of this thing, as well as many of the details, are really, really troubling.

Yeah

Give people like me that don't really understand this so well, give me kind of an idea of what this means.

You know, uh, [sighs] we are experiencing severe environmental issues in the Western US.

One of the biggest is water shortages, uh, but we also deal with, um, air pollution problems, you know, in our high valleys.

And as we're trying to address these issues, this is basically like putting a Manhattan-sized installation, both in the amount of electricity it's consuming and the area that it covers, right in the middle of one of the last intact, uh, areas of this ecosystem.

And so again, like I said, usually I'm the one who says, "Don't let your hair catch on fire," you know? Not every project is the end of the world.

But the size of this thing, as well as many of the details, are really, really troubling, you know? For a project that would triple the state's electricity demand, we need to have independent, transparent vetting.

You know, the, the, right now we're dealing largely in the realm of, um, speculation when we say what might the impacts be because we don't have the details, right, on how is the power going to be produced.

even in the evening based upon an accumulation of the heat during the day, right?