So is there anything that you're particularly doing to sort of keep people really well engaged and do that connection to your purpose? Is there any sort of initiative you have across the organisation that are having a meaningful impact on that?

Yeah, I mean, in CAF in particular, from my perspective, the most important bit when I stepped in was to actually have internal comms brought into the people space.

Okay.

So actually, from my perspective, I was very fortunate that in Kermagin, I was able to influence internal comms moving from what was then essentially external affairs within marketing into the world, the people space.

And what that meant was the right of the heart, of the people agenda was the storytelling, the narrative.

the beating heart, the rhythm of comms, the tone and feel.

And so what that enabled my role to lead was actually the, if you like, the actual colour of the comms.

I think what I'd be really interested to just explore briefly is more generically around sort of the CPO role is if you could change one thing or what do you think is your biggest frustration about how you see the CPO role playing out in other organisations or your frustrations around how people talk about the CPO role, for example, where do you think we're not quite getting it right?