any any good examples that come to mind that you've read or seen recently yes

so in the 1920s i think it was in california they had an oversupply of oranges And so the government that hired this marketing agency with the CEO being Albert Lasker to create a campaign to sell more oranges.

And so what he went away and did was he created a campaign that oranges and orange juice is the perfect combination with your breakfast.

And so they had got funding to go into certain hotels, put orange juice on the breakfast list and paid and done video campaigns and done releases and so on to increased the association between oranges and orange juice and breakfast and so they taste fucking great together by the way but like they they they created this this dry even as togetherness because they had these pictures in these photographs back then of like a gorgeous woman short blonde hair drinking orange juice with her cornflakes yeah association again it's association again and and so it's it's been amazing to kind of study these people and and see how they engineer and so for us like we're constantly engineering like for you james like if you want people to pay a lot of money like your setups and let's say for example you want to attract a um a c-suite executive in like a fortune 500 company you're going to want to create an environment that they feel like they wouldn't be judged for being in and so like they'd want to go to your page and know like okay first of all, maybe they want to be in a certain type of maybe they don't want to be around the whiteboard in this open room.

Maybe they want to be at like a boardroom table to what's familiar with them.

And they want to like be brought up on like a projector in front of them and be walked through these different things.

You know, I'm not saying that's exactly the truth, but I'm saying you need to think about what's familiar to the people that you want to attract.

What do you relate back to organization or what comes to mind?

I actually would love to find out more about like, how is it actually being city to city, like that experience? Because so many things can go wrong to the point that it can really hurt your fucking brand.

There is a couple of reasons to why I did the tour that are like really deep business five-year plan reasons.

One of them was one of our unique motes is that we're actually a European members club.

And so like we're not American.

We don't really deal with much in the UAE, but like we're very heavily European based.

And I said, that's a very, very unique moat because in the US, with software companies or in businesses in general, when they want to scale in towards Europe, they find it very difficult because the culture from the UK to Denmark to Netherlands to Sweden to Spain, it's different in every country.

And my philosophy was, If I can use the people, like for my own self, I was like, how can I scale across Europe with just me and my team? I said, that wasn't the answer.

what would you advise The first thing I would say is