So How do you deal with that in terms of getting resonance and cut through?

Yeah, completely.

I always describe it as a low-interest category most of the time.

Sometimes it makes my colleagues bristle, but I think our data says that that is true, particularly in the business insurance space.

Oh, yeah, I've got to get this done.

Sorted, done, I don't have to worry.

I've got to get it done for a project that's happening tomorrow, all that sort of thing.

How do you influence and impact the entire brand spectrum, as it were, the experiences that customers feel and live by, and therefore the advocacy and all the beyond the veneer of the shop window?

The idea being that it's risky getting generalist insurance if you're not a kind of average person.

Exactly.

So if you're, you know, for example, we sell a lot of business insurance to accountants.

And when we talk to accountants, we show up with an understanding and hopefully an insight in our comms that shows we really get what it's like to be an accountant.

Look, we understand your risks and your realities.

Therefore, we would be a great person to ensure it.

And it's really interesting when we come to talk about effectiveness to our organisation, we have found that the way to do it is through lots and lots of different lenses.

And so this glorious thing arrives on your letterbox already stained with red wine.