And

if you change the color of some brands, logos, or they're creative, they all look the same.

They're all saying the same.

There's no differentiation.

There's no bravery around product innovation.

You're right.

We're in a bad place.

So what was the driver? What is this driver that brands are probably not seeing that their customer walking into that showroom wants?

Is this something that you're probably experiencing inside, don't you? I mean, if you talk about the topsy-turvy times that we're living with AI at the moment, and how has that been?

So having started our business as entrepreneurs and as a challenger, I think you enter the space with a different perspective.

Because you're fighting for your place.

And because the people in the business have real ownership in it, it's their life, I guess.

They're really invested in the kind of agility we need to build for the future.

But it is topsy-turvy.

It is uncertain.

And what is the future of tech and marketing in Africa?