Jim Gilmore

It's not going to go away.

And we've been invested in it for 15 years, 15 plus years in our work that started off with Jim Gilmore, the author of the experience economy that continues to this day and And our design practice, it's who we are.

And we have an entire design practice.

We have internal master designers.

Sounds easier than it is.

It does, yeah.

There's a great book called Authenticity, again, by Jim Gilmore and Joe Pine.

I think that's, at the end of the day, it's what it's all about.

You know, just to get them fit.

And I remember, and Jim Gilmore told me about this initially because he had a mare called Josie.

that went to, ended up with Adolfo, ended up with the genomes, and he said to me, because he ended up asking the team with Henry Brett Porter and I was managing that.

Yeah.