No way.

And so they started creating...

Other tools like with leather handles and golden blades and designer stuff.

But they still have the same story.

You went on their website and you look for garden shears and there would be the heavy duty one and the golden one that was twice the price, all mixed up with nothing.

So we not only had to create a story, but we had to create two stories.

because they had two different audiences.

Now, is that kind of your approach with what you're doing with Standpoint is to take it from the perspective of the actual person in front of you?

Because 80 years, I mean, it's just like...

It's the grandson or the great-grandson that took over the company, you know, third generation kind of thing.

But somehow it's, you know, it's almost even more obvious with startups.

You know, I have some of these very deep tech startups.

So they have this amazing tech.

And then they say, ooh, well, I guess we have to sell it now.

You know, who should we sell it to? And so to go through that, you know, to see what they're offering from...

Yeah.

How do we go ahead and create that two-way conversation?

So I'm not sure it's really a two-way conversation, but it's somehow where the person feels that the brand is concerned, takes you into account, sees you, even if it's in a generic way.

So, well, I guess to come to the method, I find that we have...

When we encounter a brand, you know, it could be a website, could be a billboard, could be a store.

We go through three steps.

And I feel that companies skip some of these steps.

So I've called it recognition, perception, projection.

So how do you do that? How do you visualize this process with them? And is it as effective as an evaluation? So.

And so this idea of story building and the method, the framework that you've developed, walk us through the core idea of that framework.

So first I called it story building because I find that storytelling is everywhere.

It's a buzzword.

And often when, if you go onto YouTube and say, look up storytelling, it's the 10 tips to how to make your story.

And it's, you start with a hook and you should do this and you should dance on one foot and stuff like that.

And it's all these tips and tricks, which are great.

But first you need to know what's the story to tell.

So