But what does that actually feel like or what did it feel like for you? And I guess what gave you the belief that you could really pull it off? Because I think people are thinking those thoughts every day that will be listening to this podcast.

Terror and liberation in equal measure.

So there have been many moments where I've thought, oh my goodness, what have I done? And why didn't I just get some lovely big corporate job where life would be straightforward and a bit more secure? Although arguably, I think we all know that's not real any longer, and particularly in this economy.

But, you know, that would be...

That would be the easier path.

I have two children.

One has quite a lot of medical needs.

I know you've listened to some of the episodes, which is, you know, what does a sustainable future look like? What's it look like for brands? And, you know, how is Flourish positioned to enable that future?

far.And wh- what has been kinda your key takeaways from this week? What are some of the things you're taking back to Flourish?

So, there's so much AI hype every session, of course, but this is time now for everyone to move beyond the pilotitis.

It's 2026, and we've been, everyone's been kind of testing around the edges, but in really siloed and fragmented ways now.

So I think it's, I'm looking forward to in 2027 it being less of the hype and ambiguity, and more people getting stuck into really driving proper transformation, not just saying it has the potential to be transformative.

Tell people who don't know about Flourish what it is and what you're, or what you have built.

So, Flourish is an AI marketing operating system that has all of the compliance built in.

So from audience insights, from solutions like Global Web Index feeding through, it then takes to brand managers on a journey from what are the three themes of what are people interested in, what do they have a right to say based on their brand tone, but their evidence and all of the facts about their product, and then how boldly and brilliantly can they say that within the confines of the laws for their sector? So it goes all the way through to on-brand copywriting, and then final legal approval.

So it means that they can get campaigns to market way faster with all of that back-and-forth fuss and dilution of marketing production when legal have to say no.