But before we dive in, I'd like to ask you what is your personal why and how are you manifesting it in your practice?

Yeah.

You know, it's definitely changed over the years.

When I started this business, it was not out of some great desire to start a big business or anything more.

It was really – and I find that this is actually often true, that there's a bit of a gender divide.

I find that a lot of times when men are starting businesses, especially from politics, it is because – You know, look, we're going to change the world.

We're going to make a lot of money where, you know, they have these sort of big dreams about it.

And I was wondering, is there something that allows women to be more successful in PR generally than men?

I mean, that's the kind of promise that could cut through to voters at the moment, isn't it?

I mean, I think if anybody were paying attention, perhaps, but even if they were, look, the $5,000 $5,000 bribe, I think we should openly call it, is the latest in this desperate series of attempts to get votes at the 11th hour because Donald Trump, he may be delusional, he may be suffering from dementia, but he even he understands that he cannot run on his record right now.

Look, Donald Trump narrowly won in 2024 because Americans had a bit of a hangover from inflation, from COVID.

They thought he could do a better job with the economy.

They had this sort of rosy view of the first couple of years of his presidency before COVID hit.

And he's showing them that he can't.

In general, look, the president... doesn't have a decisive impact over the economy.

Is that actually quite a clever strategy, getting out your base, getting them to the polling station?