it's a great question

because 15 years of experience of battle scars, of successes with some of the world's biggest companies.

And it sounds almost silly when you say it, but very few organizations, if any, do it well in terms of having a deep behavioral understanding of the why of the customer behavior.

Starting there and then actually translating that into downstream execution, downstream marketing campaigns and so forth.

So helping with that and seeing the impact that it has with clients once they apply behavioral insight into their marketing activity and almost like the commercial outcomes or the customer outcomes, the social outcomes that are driven off the back of that.

But then thinking about, Sarah introduced me effectively to AI and to the LLMs before ChatGPT became the big global phenomenon that it is.

And I was candidly surprised almost the biggest skeptic because of that deep knowledge work, the 15 years of experience and doing it by hand, doing it manually, the end-to-end process, which can take months.

And I'm still astounded by the way people act.