And that's how we can really start to be that driver and accelerant of sustainable growth.

Love it.

Love to go last on this.

Now I can build on everything all of my peers said, but I mean, I agree with you.

I also think of it as marketing's job is to be the voice of the customer.

And I think this is such an exciting change in the mandate of the CMO because it really feels like this shift from operating in a vertical to needing to work horizontally.

And for me, the trigger moment, back to the question, is recognizing that in order to win with consumers these days, given where expectations are, where experiences are going, this is all about customer experience and end-to-end customer experience and building trust.

Walk us through a decision you've made in the last year when you were accountable for the outcome, but not necessarily in control of all of the inputs.