So if you would go back to your younger self, how would you see this and what made you as well get into all this journey that you're doing? And as well, some people that influenced you to come here.

Yeah.

Well, it's funny because I'm a son of an immigrant from Italy who lives in Toronto, Canada.

So I actually grew up on a dairy farm.

Um, and when I went, uh, you know, I was one of the first people in my family to, to go to university.

Um, and when I was in university, I met my now business partner, Matt, who's my best friend in the world.

We've been together for 17 years.

Yeah,

Yeah.

I think the best approach today in, like, 2026 is a company should have a brand they believe in and stand behind.

They should put that brand they believe and stand behind between the people with the microphone and let them do their thing, right? Th- that question, Mike, only becomes a problem if a brand has something to hide or something's wrong, right? If things are what they say they are, giving the creator the unash- unobstructed a- ability to be able to experience what you've developed goes a long way.

Um, one of our really incredible new clients is, uh, Lucid Motors.

Um, and Lucid Motors is a very strong community-engaged company.

And for instance, their drivers are their biggest advocates, right? They, they have customers making content about how much they love the vehicles.

They, you know, and they got, they got, they purchased those vehicles, and they're still saying those great things.

I'm glad I could bring that up, Joe

Mm.

And that's basically the nucleus of Viral Nation.

Those are the folks who kind of bring all of it together.

And then lastly, our creator relations COE.

All buying across all eighty-seven Viral Nations, uh, enterprise customers comes from one team, which is special in our space.

So basically, by having that COE model delivering in the account teams, I can focus on the enterprise components and who needs what where.

So what we do then at that phase, Brian, is customers who are sophisticated, right? So Viral Nation always looks the best with the customer who knows the most about social, right? So the more they know, the more tools and things we can do for them, right? So when you have a brand who we call a flywheel brand inside of Viral Nation, we will run all five aspects of their social business from those COEs delivered through an account team.

So, uh, the question I have for you, Joe, uh, it does relate to something you were touching on, and, you know, w- how you work with agencies, um, uh, how you work with w- the holding companies, 'cause I assume you're in a semi-competitive environment, and how does this work? Like, uh, uh, I assume there must be situations where a marketer says, "We're all in on this holding company, except for Viral Nation, and except for a few other things, and except for a few other things." How does it, that dynamic work?