I was going to ask, you know, when was the moment that actually this felt like a really good idea? And then there's probably the opposite, right? Where it was an equally the opposite of that day.

Yeah, that's a really interesting question.

I mean, I guess just a bit of the kind of arc of the business over that eight year period.

So the business as it started out was a outsourced operations services business targeting boutique consulting firms, which came from the idea that, well, my personal experience really as chief finance and operations officer of a 60 person boutique, realizing that there were so many operational jobs that needed to be done, that hiring a team to do them was very difficult.

So that was the kind of the core thesis.

And that seemed to resonate with a bunch of the prospects and clients I was talking to.

What I realized a couple of years into running that business was that I didn't really enjoy running a business like that.

And we look back, what's the no regret version of it? And how do we want to leave our mark in all aspects of life? So yes, for me, it's very intentional.

Just to put that in context for listeners, can you just explain what you mean by the inner game and what it means for you and how you think and operate as a leader?

Yeah, sure.

I mean, this is such a huge and important topic, and in my view, underpins everything about being an effective leader.

So this concept of the inner game is a relatively simple concept to describe.

You've got the outer game is everything that people can see and hear and Interact with the behaviors that people observe.

So you can see me now speaking and moving my hands and etcetera.

The inner game is everything that's going on inside me that you can't see, and you can, to some extent, you can assess somebody else's inner game.

Say a bit about that 'cause that, that sounded a bit unusual.

What are your views on that, Derek?

Yeah, both very common challenges that come up, objections that we see when we try and encourage people to do more of this type of stuff.

I guess at the start, I would just caveat and say, not everybody has to post on LinkedIn.

You should post on LinkedIn if the people that you're trying to sell to are reading stuff on LinkedIn.

And the reality is for most B2B buyers, that's most people.

We were training a senior group of partners at a firm recently, and there was one lady there who's doing four or five million revenue a year, doing a very good job in a boutique strategy consulting firm.

And she was talking about the idea of posting stuff on LinkedIn, posting videos on LinkedIn, and said whenever she sees anybody doing that, she's embarrassed for them.

So talk us through, you know, what have you been working on? What realizations have you come to? How is AI kind of sitting within your business right now?