Mm-hmm.

Where do we need to go? What is currently missing? What is, um, the job that needs to be done in this brand? What's working well? And then build for the outcomes that we want to achieve, and then build the fabric of, of what that is.

Because let's, I, uh, I'm making this up, but, like, let's say it's, uh, it was a brand that was relatively unknown and missing elements of trust, for example.

It might be that the strategy comes that we do need a quite a broad mouthpiece that's more of a mainstream household name to help with that amplification.

Yeah.

Um, I think the, the challenge on a, like from a ICP and purchasing as a CMO of, of the tools out there right now and systems is, you know, it used to be very easy to determine what a product roadmap looked like for the next year and, you know, commit to a two-year contract.

The world is moving so fast, I think even if I was to even sit and look in the eye of the CTO, they'd probably also not have quite all the answers for me right now of what that will look like.

We're all building at speed.