is there a global methodology for cultures because is there a global culture

Okay, it's really interesting.

It's a bit like Google Maps, right? So you can either zoom right out and you see the globe, and then you see a continent, and then you see a city, and then you see a neighborhood, and then you see a street, and then you see a house.

Now, each one of those... that's the that's the globe like this the the culture of a human right this is the culture of a of a continent that's the city that's the district that's a road and then this in this house we value these kind of things right again it's it's it's so nuanced and it's so sprawling um to say, what's this singularity of, let's say, the global culture of us? It's very difficult because you need to then identify it against something else, right? If we're like that, that's like that, and that's quite difficult.

But if you then go into more specific territories, and it's all about understanding and detecting patterns and saying, oh, this is what they value, this is what they cultivate, be known or unbeknown to them, right? So everything has got always its own flavor.

And that's why it's really difficult to start separating what's East versus West culture, you know? Again, the difference between Cairo and Abu Dhabi are like night and day, and that would be understood as the Middle East maybe, but there's such specificity to each place.

which is really important.

What about from the user perspective or the audience perspective? So there is a difference between making the same brand in Europe or the US or making this brand in the Middle East?