Yes.

So they create environments that supposedly are creative, like a sleep pod room and an aquarium observatory or a hot air balloon with a Martian or a DJ deck and a skateboard rink.

Like things that feel like they should be culturally in touch, but they're out of touch because they don't really focus on the first dynamic of human creativity.

And that starts with you and I.

How do you create an environment that lets your creativity flourish? It means you've got to give people the right environment to do that, and most people don't.

And sort of what's happening is that in these environments that you spend a lot of time in, in front of a screen, how do you reverse that? Analog is becoming incredibly important because two things are happening.

One...

Yeah.

And I don't even want to name it, but we've talked about it a lot, labels that people place on how our bodies naturally respond to these additional inputs as the world like rapidly evolves with the speed of technology right and the impetus from your presentation was like hey technology is moving fast but we're demanding to go back to analog so just touch on that a little bit

there's something very special about the space that we're in though because it's really designed for consideration Yes.

And we're told that the digital sensorial is the one that matters most because it's the one you spend most of your time in.

But that time that you spend in it is more typically absorbing, not creating.

And the dynamic, I think, that needs to be re-engineered is, particularly in the workplace, you should be creating.

Yes.

And how do you create a dynamic of creation by... introducing sort of more dynamic relationship.

Yes.

But I'm just curious, with your experience, is there anything that you're drawing back on experience-wise to bring as advice or thoughtful conversations with CMOs?

Jack, thanks for that question because, you know, I have seen Web 1.

I was there for the early days of this stuff when Silicon Alley was just being formed versus Silicon Valley and all that sort of rubbish, which was really a moment of excitement.

So everybody wanted to create this thing called community.

And what's amazing is that's what people really want to do now.

So if we had this discussion 12 months ago, I would have said, yeah, it feels like we were back at the dawn of the internet because everything can be created.

But the truth is this.

those bold actions and doing something new and not falling back onto what's comfortable, is that where the margin is? Am I getting there with the idea of the mystery and that's

say dystopian, what do you mean?

over glossy, really hard to understand, depth of field.

If you are going to be a deep practitioner, you know the sort of thing you want.

Right.

To try and visualize that can be very difficult.

And I think that's kind of the challenge today is...

these tools do a remarkable amount of work.

it is really,