the case for comedy funny content in b2b you just mentioned it a little bit you mentioned about ai and there's all this ai generated content i guess it's becoming a bit harder with all of that there's never a shortage of volume of content out there so if it was difficult before ai to get found and then the quality is obviously very varied and a bit questionable Would you say that the case for funny, the case for standing out in that kind of way has become way more of a thing in the last few years or so with the gen AI content out there?

Yeah, if you're not doing something funny, what are you doing to stand out? You look at LinkedIn and companies' websites and their YouTube channels, and they all just look the same.

Can you remember the last ad that you saw? Or at least more than three or four of them? I doubt you can't.

Whereas you look at something like what Ramp did at the Super Bowl where they had the guy who played Kevin from The Office and they built a whole series of ads around them and everyone lost their mind and they thought it was great.

It's examples like that which prove that you need to do something different with your marketing.

Otherwise, it's my opinion that the biggest expensive mistake you can make with your advertising is to blend it.

So...

Were they doing different types of ads before you? What did the results look like of the comedy ads that they worked with you guys on?

when you sort of made the decision, like how did you, how did you decide eventually that you could go through with that? You know, how did it impact you personally? Were you happy to share?

Yeah.

I mean, I've never been through a divorce, but whenever I've described it to anyone, it's, they've kind of said, it sounds like you're going through a divorce.

Yeah.

Emotionally, it was really difficult, actually.

And I struggled to find anyone that I could talk to about selling my business that I could relate to.

It was quite a lonely experience, actually.

What do you think made you feel lonely? Was it because you didn't have anyone else that had actually sold? to speak to?

But what sort of archaeological evidence are you working with to redesign and recreate this space?

So that's the bit of the project that people never really see.

So that's many, many months of work right at the beginning.

And so I was asked by English Heritage to look at the original evidence for this building, which is referred to as Durrington 68.

And that was excavated in 1928 close to Woodhenge.

And it consisted of a strange footprint of a building, or well, I'm reluctant to even say building, a strange footprint of something like a structure.

And it consisted of four large post holes, which is where these huge oaks are standing, surrounded by 50, at least sort of 50 other smaller posts in an organic sort of curving shape.

So what are some of those challenges that you've come up against and how have you navigated them?