Yeah.

The, the- it was, it was interesting just before we obviously went live, we were talking about the madness of entrepreneurs and the fact that you have to have, take a sort of leap in the dark.

And one of the quotes that has stuck with me since we founded, and the origin story is that Sharon basically took me out to, uh, a Christmas lunch, and, um, the lunch went the way it went, and at the end of it, we'd started a business.

But the reality of it was that the business you start and the business you end up with at this juncture, about four and a half years in, are radically, radically different.

Um, so it really feels like we're only starting to get into our stride after four and a half years and really have done some work on defining what we're about.

I think ultimately it's about storytelling.

Mm.

You know, at the end of the day, it's about helping organizations tell their story in the most compelling way to the people that need to hear their story, that they need to hear the story, and that, you know, our background, both from an advertising perspective, but also in sort of spaces like public affairs and, uh, corporate PR, a- and digital, um, has equipped us with a kind of a unique set of understanding of channels and understanding of, I guess, platforms that allows us to tell stories kind of agnostically.