What drove the change, and what's actually changed in how marketing and insights now work together?

Steve, thanks.

It actually goes one ladder up from that, where we're, as a company, step-changing our brand-building muscle, right? And, and really ensuring that we bring out the craftsmanship of what is brand building.

And as a part of brand building, it's just absolutely critical that insights, or may I even call it consumer learning and knowledge, becomes a real craft, I use that word, a real expertise that, that we have in the business, and it needs to sit alongside the core marketing groups of product marketing or content marketing or shopper marketing.

And as I use that word Switzerland, it, it's because we need what I call agents of truth, right? The consumer, the consumer's the boss.

James is out in Indonesia.

He spent his morning talking to our boss in the shopping environment.

How do you stay locally relevant in those markets without completely reinventing the business every time?