Yes, please.

Okay.

In the beginning, the world was covered with wildly churning, chaotic waters.

But at the bottom of the water, there was one mound of earth, and growing from that mound was a single, perfect lotus flower.

And after ages and ages, one day that mound of earth rose up until it poked through the surface of the water, and then slowly, ever so slowly, opened.

and seated inside it, he who would become the creator and the king of the gods, the golden child, Ra-Aman.

Well, first he created land, and he created stars, and sun and moon and so on, and eventually fish and birds, and finally human beings and other gods.

We heard how Osiris fell into the trap laid by none other than his evil twin brother Set, who desperately wanted to be Pharaoh.

Like take me back through maybe like, you know, as you're going to 50 to 100, maybe 100 to 200, what were some of the conversations you were having with your leadership team to be able to unlock some of that capacity within your organization?

Well, I think it was, you know, clarity of roles and responsibilities.

So, you know, I'm, I'm not a biggest fan of org charts.

I used to talk about flat structure, but that's not exactly practical when you're scaling.

And so as we grew, I think we wanted to figure out what is that flying formation, who's leading it, you know, who's in position two, three, are we good with that? But the biggest and most critical factor in all of this was, um, you know, hire the best people and, you know, really that was the, the most critical thing, and also pick your clients right.

Because, you know, if you have clients that aren't aligned in that same way and we're not all working together on one mission together, that can also create, um, noise in the system that is impossible.

And if people don't wanna work for those clients, 'cause again, we're essentially a service business, right? Um, we, we did, and I did incorporate early analytics, data, technology, so we were tech enabled, you know, so we could do it as efficiently and as modernly as one could.

Uh, what is something that you are taking on in your life and career right now that's important to you? Um, how can people get involved in that, if you want to extend an invitation? And where can people get ahold of you, in two minutes or less or so?

Were there two or three things that really stood out from certain people from their experience?

Well, I just filmed one with one of our colleagues in the business, Samina Barry, who used to be, you know, at many of the agencies and then on the client side and was a client of mine.

She lost her husband one afternoon when he went out to go pick up a food order for him and their two little girls, and he didn't come back.

And she's talking about, in this podcast, two books she's written, but one... and a business she's starting, which is to help people actually do exactly what you just said, Steve, which is to prepare for these catastrophic events that you don't expect.

And it's really good to have that preparation because besides the grief that you go through through the loss, you must deal with all of the paperwork and, you know, logistics and all of the things that you've gotta do.

I had to do it after Audra died, I mean, down to changing leases and, you know, um, you know, trusts and mortgages and all the different things, and while you're doing grief and trying to manage a couple young kids in her case.

In my case, I had two kids and, you know, to, to help and try to help get through that.

But how do you, how do you think, um, universities are coping with this, this new environment?

Can you give an example on that to make it more

vivid? I think the easiest one is a competitor announces their AI platform, right? And here's how we're going to use that platform.

to change the way we work and to do the things we do, and then you get anxious, well, now our clients won't think we're using this or that we don't know.

No, no, no.

Take the time to really make a framework.

And we just launched our anatomy platform, which is our AI that's very specific to healthcare and the market we serve.

And so you can feel like we've got to tell the client that we have all this and we've got to tell the market that we know what we're doing.

Jim, from your experience, how we can make sure that the science and the medicine goes faster, that in today's 21st century, like 2026, we have the things like more, I would say, revolutionary in the field of oncology and more revolutions like it happened, let's say, 50 years ago, I mean, when the revolutions were happening every day.

And for people who are just starting their careers in PR, especially in healthcare PR, what advice do you have for good storytelling and effective storytelling?

I say, you know, work on your network always.

My number one thing, you know, it's who you know, then what you know, and then sort of how you go about doing it.

But I'd say that there's never been a more interesting time to be in our business than and more critical.

We need accurate information out there.

We need to be positive and optimistic, ultimately.

We need to bring people together.

And throughout your career, what did you learn about yourself being in PR?