What does it mean?

Yeah.

It's a, it's a really interesting term, and it took me a while to come up with it.

But it is, it's, it's about breaking the norms.

I think that's the first part is that one of the things that I've s- I suppose I've witnessed, especially in the last, I suppose, five or six years, is that a lot of marketing has become iterative.

Like, we've just been this constant building on top of and trying to improve and trying to improve.

And I suppose there's this great quote, I can't remember who said it, but, um, "The light bulb wasn't invented by continuous improvements of the candle." So I, I sort of have taken the same approach with transformation marketing.

Yeah.