The way that

I like to think about it and the way that narrative initiative posits it, you know, first of all, the short answer is it's temporal, right? It's time.

Campaigns and strategic communications are, let's say, shorter happening.

Let's just as an example, within a year, these larger sort of narrative, these deep narratives, the change, the shifts that are required.

This takes time.

This could be decades.

And what we're seeing now, predominant narratives in the world that we live, most of the dominant narratives are what I would call harmful, right? They divide us.

How do we change something like that? How does something like that get changed?