So when did you realize that groups can sometimes make better decisions than individuals? Because I know that's something that you talk about.

Yeah, and I think part of television is there's so few – there's these gatekeepers that have access to everything.

So getting your shows on television is quite a painful, painful process.

And I thought, how on earth does this stuff get selected? And I really took a deep dive looking at – the concept of crowd wisdom and there's a number of books on it.

And, you know, the idea that it's, you know, scientific that a group of people, the right people can make a better decision than an expert and what that means.

And so the first experiment I did with that was a project called Crowd TV.

And we went and crowdsourced a TV show.

So what happens if a founder doesn't have that team and they want to have someone alongside help them make that decision? Do they go to another professional? Do they go to a friend? What's your advice? I think it depends

Would you talk about what's the difference and why does that distinction matter of how a leader actually uses decision intelligence and implements it?

Yeah.

There's a few things to unpack there because I think right now with AI, decision intelligence is often seen as AI making intelligent decisions for you.

And AI, even if you said to AI, "I need somebody in the room like this," it can't interrogate for a long time the way a person can.

So we are pe- we are a people first company.

It-- We use AI to look at some of the insights for you, but really we're trying to find you the right people.

So when we c- talk about decision intelligence, sometimes I use the word decision science to keep away from that AI piece or distinguish it, but that's kind of what it means.

How-- what do I do with this?