So how does content help with that, and what role does it play across your, your marketing?

Yeah, totally.

I think content plays maybe three main roles for us as a company.

I think one is the thing that you're touching on with that category creation piece.

So I think a lot of our content is kind of educating the market on what is agentic decisioning, 'cause that phrase is quite long, and neither of those words [laughs] maybe means a lot to most people.

But really what we're getting at is, like, Tactile is creating this whole new AI-driven way of banks and insurers making the decisions that drive them.

So can I trust this customer's identity? How much should I lend to this small business? All of those decisions that kind of drive a financial institution every day, and we are creating this new way of automating and optimizing those decisions.

So how does your content strategy work? Is it a yearly thing? Is it cross-channel? How do you decide what topics to cover, whether to do a video or a blog or whatever? How does your strategy work?