Yeah.

So that was the basic user interface, and in a way, I feel like if we'd have been real hardcore industrial designers or mechanical engineers, we may have designed something more complicated, but that was our insight.

So we got going with the Kickstarter campaign, and that gave us enough data and evidence to see that this was something that works, fundamentally works.

And the basic principle is you put the card into the player and it starts playing, and you pull the card out and it pauses.

Young kids will do that endlessly, in and out, in and out, so it had to auto-pause.

We also made an early decision to include...

Even though we were kind of pitching this as screen-free, we did make a decision that having a visual element to it would give us so much more power to create educational content and really illustrate the audio, in the same way as an illustrated book.

How did you get those conversations going, and what might you be able to offer them that these bigger companies like a Netflix might not be able to?

Yeah

... it's kind of not surprising that it, it can break couples apart, and there's all kinds of things that happen.

It's really, it's very tough.

And I do, I do talk a lot now at events saying that for most people, maybe unless they start a company, [laughs] for most people parenting is the hardest thing that they'll do in their lives.

And I don't really have m- much backup to that, uh, 'cause I just feel it's right.

And, um, every single stage of parenting is, is difficult, and there's, there's great joy alongside it as well.

[laughs] There's absolutely-

Mm

But w- when you talk about, uh, your, your, your, the US being your biggest market, what is the benefit of an event like this festival today? Does it help you kind of network with potential customers in the US or, or pick up other people's experience?

Completely.

I mean, it's really...

I said less about customers, but it's more about, um, building those relationships with, with businesses.

You've mentioned some of the huge names from the US.

Um, these events are a brilliant way to create this bridge between, uh, the two countries who've always had that special relationship but, you know, maybe been a little bit under pressure, uh, the last few years.

But I was just in, um, in LA with, uh, with some other representatives from, from Britain, uh, at, at another conference, and, uh-

[laughs]