Go for it.

I'm going to give you a double answer.

Sorry if that's cheating.

But I think one thing that people overlook is how scary it is to start a new business.

And as someone who identifies as being risk averse, it's the antithesis of my personality.

And that's where having a founder who compliments you is so important.

And so really the tipping point in my head of launching GoodQuest is was Maria basically saying, knowing we had something good and pushing me a little bit and, you know, pushing us to say, we have to quit our jobs.

Yeah,

I know we have literally never been asked

this question.

That instinct is because I've been in this industry for so long and I was doing it for so long that I think the answer is no.

I think everyone is like, what are we doing for here? And my peers and, you know, even entry level is like, why are we just like, I made this up.

I actually if we're gonna I got a skew of a very popular brand totally taken off shelf like by a mere accident of how I ran my numbers like early on so to me it was shocking that we were doing things a certain way but I think that The reason I know a lot of people have probably been thinking about it is because of how quickly we took off when we launched GoodQuest.

So Maria and I had been having that conversation for quite some times.

And I think, you know, you're just stuck in the way of the world.

They kept trying to solve the same thing with the same thing.

I'm just curious as to what your agencies said, right? W- were they supportive? And I mean, knowing that you're still playing in the same sandbox, what was that like making that shift and then having to go out and perhaps go after some of the same clients that you'd worked with previously?

Yeah.

I actually find that that's a really important distinction because we weren't playing in the same sandbox.

I think to a certain eye it might look that way, and that was actually something Maria and I toiled with quite a bit.

So when we first thought about it, we were very much focused on data informing strategy, and what that did was it confused people, including ourselves, into, okay, strategy is the output.

And what we realized and what we loved and what we wanted to put all of our effort in was the research and the data and the insights.

And then, then you take that, [laughs] and it's not that we don't give strategic direction, but building an entire strategy and creative off of that is what the, the agencies of the world are doing.

[laughs]