How do you work through with clients of helping them kind of sort through it or integrate it into this maybe new marketing strategy that's getting implemented?

Firstly, if we're looking at it from an internal stakeholder perspective, and we're looking at how do we align brand strategy, business strategy, some of the common problems we come across is trying to break through what I call standard corporate talk.

So if we're aligning brand values are a really good example of this, where, for example, we said, well, as a business, we carry a high level of integrity.

Okay, great.

But then all of your competitors say that.

Integrity should be implicit, but not necessarily explicit.

It should be something that we should expect of the people that we work with and for.

So what have you seen to either be maybe common pain points, or I'm sure there's not a catch-all solution to this, but I'd love to get your thoughts on

Before we dive in, perhaps you could give a couple of minutes of background about how you got to where you are in your career today, Dan.

Yeah, okay.

Well, a couple of minutes, I'll have to give you a fly through.

So studied business and economics at university, always knew I wanted to go into business.

And my first job out of uni was a blag to sales job in London and was straight into Sloan Square selling high-end B2B solutions.

And that was really at the kind of cold face of sales.

It was picking up the phone.

And let's just go back because you said there about the, you're now two to three days a week and sort of tell us a little bit more about what's happened there and that transitioning journey and how it's gone relative to how you expected it to go.