How do you actually kind of suss that out? I mean, for me, it's 60%

the interview, 40% your book.

right? And I put 60% on the interview because I really want to know your background, kind of where you're from, what gets you going, you know, what do you do in your spare time, you know, those things, and even just the general conversation and how it flows.

You know, I try not to talk about the work in the book because I've already seen it.

If I have a question, I'll ask, but I want to learn a little bit about the human being in an interview and just see how they communicate.

Because, you know, we're in a communications business, right? So how do you show up and what is it that, you know, you want to talk to me about? What are your questions? And then when we – when I'm looking at the portfolio, you know, You know, you can see fairly quickly, I'll speak to art directors, where their level of design and craft is at this point, right? Some come in with a very distinct style, and it's very good.

Or some come in and there's great ideas, but there's not a lot of sort of design attached to it.

thousand.

What do you mean by that?

You know, because the world is changing so quickly, the tools are changing.

We talk about it all the time.

But what I don't think is changing is the creative intent to put something out in the world that affects people, that moves people, that shapes people's sort of imaginations, ideas.

So we have to encourage the next generation to sort of be inspired by that.

Advertising is losing a lot of its... uh influence and creative um influence and people aren't coming into the business in the way they used to because there's just so many other ways to be creative so uh for us it's it's not just about advertising it's just it's about creativity and we want to build this center around the precipice that creativity is one of the most powerful tools available to us as human beings I think it's the second most powerful thing next to love.

I think creativity shapes minds and moves people to act.

So I think it's interesting for you, Keith, when you're with these students, with these high school students, and opening them up to the idea of advertising, do you think that people will get excited about the idea of advertising as a career the same way that you would?