In the first couple of seconds, you're dead.

Yeah, and I think one of the big mistakes that people fall into, the trap that people fall into is treating communication like it's after everything else.

It comes after everything else.

It's a promotion.

Yes.

But if we treat communication as... fundamentally part of that upper level business strategy and we specifically understand as you said what it is that we're doing and who we're doing it for and why we're doing it the communication falls into place and it's no longer an afterthought and it shouldn't be an afterthought because when we actually really want to connect with people we want to make them feel something Because when you feel something about a brand or about a person, that's going to be remembered long, long after, you know, maybe the picture on the social media post or whatever it is.

It's how something makes you feel.

I think if you've got that strong communication strategy, it will keep you on track and it'll keep you, I suppose, on that journey to that vision Let myself and dad talk about all the time.