And Connor, why does this topic seem to be rising up the agenda now? What's different today compared to 10 or 20 years ago? I

think just 10 or 20 years ago, we just didn't have the transparency that we have today.

So companies could have stumbled into a social license.

They might not really have had a social license, but nobody really knew that they didn't have one because maybe some of their sins or less than perfect behavior hadn't sort of seen the light of day.

But as we know today, if If you think about two key stakeholders in any business, and particularly in a family business, if you think about the employee pool and you think about the customer pool, the range of things that were important to me when I started out in my career more years ago than I care to remember, the range of things that mattered to me was significantly more narrow than the range of things that matter today.

If one doesn't focus on those things, it becomes readily apparent that you don't actually have a social license because you're missing these things that people today value as being important that they didn't 10 or 15 years ago.

And if you think about the consumer population, we didn't have a situation 10 or 15 years ago where consumers would pick which coffee shop they would go to, depending on that particular chain's view on some particular global market.

Connor, what role do purpose and values play? Are they seen as strategic assets in today's environment?

And

you know what? Because a lot of life is luck.

And I'm a big believer in that.

And listen, you have to work hard, but sometimes even you don't.

You could just get lucky and fall into something.

And I actually got really lucky with the Tiger Woods thing.

So I was doing the golf content and then I'm at the Ryder Cup and it's 2018, I'm in Paris and I'm doing an interview and the Ryder Cup on a Friday morning famously starts real early.

wrestlers prawn sandwiches in Crowe Park if it makes you feel any better I actually get two tickets for

And, you know, I know I've said some stuff, you know, and a lot of people have been at me this week, but genuinely, nobody was more delighted-

delighted-To see Spain win the World Cup final in me.

Oh, that was a wonderful game, you know.

Absolutely, you know.

Soccer's in a great place, isn't it? I, I was wondering, I was wondering, did you see the All-Ireland football final? I haven't seen it, no.

I haven't seen it, no.

I stopped watching it actually, you know.

Up the Dubs.

Yeah.

So how it kinda...

Yeah, for me, how it kinda kicked off, I st- I did my first video, but then Joe.ie gave me a call, and they're like, "Uh, can you come up here to Dublin? We think you're a good impressionist." Got in, walked in.

The boys w- had a laptop with, like, this video that I had just put out, and they were like, "We really think you're good," blah, blah, blah, "Show us your stuff." I was like, "That's my stuff right there, lads.

Like, literally that video." They was, "You've nothing, you've nothing e- you've no, like, portfolio?" I was like, "No, but I'll g- I'll get you it," like.

They're like, "Oh, I just ta- we thought you were an impressionist," or whatever.

I was like, "No, but I am," blah, blah, blah.

Yeah.

This is, this is the gig"?

To be honest with you, it was like, uh, I did, we played a football match in Mullingar, GAA game.

A row started, and then the two clubs were in trouble, and it was Mullingar Shamrocks versus The Downs.

The Downs is my mother's home club, and, and my club is Mullingar Shamrocks.

I thought, like, I was, we're all in trouble or whatever, and then we weren't, and then I did a video on it taking the mick out of it.

So I was like David Beckham, you know, I was sitting with Victoria, and it was terrible.

You know, there was punching and everything.

Yeah