So that's a way to kind of think about how you're positioning yourself against your competitors in order to show people what the differences are between the two of you.

And I do believe that words matter.

And again, I recognize and I'm not naive enough to believe that everyone who says what they are going to do actually follows through.

And we see this in politics very often.

And large corporations, whether or not they will admit it, are political beings.

And what they say has effects on the broader society as well as their own companies.

But what you say does matter.

So Jonathan, did you see this? Would love to know your thoughts in terms of both brands changing or, you know, like working or not.

So how do you, as someone who focuses on empathy marketing, how do you view these big bold claims that do capture the attention, but also might not be telling the whole story? How do you view that and how do you suggest people get people's attention in the first place?

Yeah, I mean, I even write about this in the book.

I say that bad marketing manipulates Good marketing motivates and great marketing inspires.

I hate manipulative marketing and it's absolutely around and various industries are worse.

Think diet pills, right? Certain industries are worse about it.

And, you know, in general, I mean, part of the beauty about being a Fractional Chief Marketing Officer and having a crew of Fractional CMOs in my collective is that we get to select who we work with and we get to select and say yes to the organizations that we really believe in.

For example, I'm working with a veteran nonprofit that is a bunch of veteran entrepreneurs who are creating programs to help empower other veteran entrepreneurs.

So what can we do? What are some tactical things that people can do from a marketing standpoint that could start to garner the attention? And then of course, we're gonna break it down of how do we keep that attention?