How do you think about like strategy then when you're targeting those kind of innovators at these companies and how do you even reach them? Like how do they do their research? What are they looking for? Yeah, all that.

I think my first couple of months have been trying to knock out some foundational wins for Paraffin.

And like I said, own that kind of conversation around embedded financing, embedded lending, embedded capital, and really kind of educate the market on how Paraffin shows up differently.

I also think about content from two different perspectives.

We're trying to earn the right to participate in the conversation by creating this foundational content.

that our audience might be searching for.

And now they're likely searching for it via AI as opposed to traditional search.

How does that process work?