What prompted you to think, you know what, I should just walk over to that cliff and jump and do something on my own? Was it a sudden thing? Or was it something that was just there over time?

Yeah, good question.

No, it certainly wasn't sudden.

It was something that crept up over a number of years, I would say.

There were two big elements to it.

One was, frankly, the move to New York.

And this is not a reflection of New York itself, but it was a reflection of how the sell side and buy side interacted differently in New York compared to the other places where I'd worked previously.

Yeah.

... where they need to fix their overall kind of revenue generating engine first?

Yeah.

That's, that's a really good question.

So this comes up in almost every single new clie- [chuckles] client engagement I have.

Like part, partway during, you know, during our onboarding process, I have a initiated conversation that goes something like, "Hey, tell me what you're working on at the moment.

What are your projects and priorities? What are the things that we need to, to do or fix here?" And I'll commonly hear things like, you know, expand on Amazon or launch on TikTok shop or hire this new agency or new product launch or, you know, geographic expansion.

You get the idea.

... look at, I guess, like, long-term potential of a product?