Why is trust shifting from faceless brands that they are very controlled toward individuals? And what does that mean for brands and for leadership?

There are a couple of data points to share.

seeing the company's true values come through or their mission or anything like that.

I mean, I was looking at a perfume ad in an airport yesterday and we were just making fun of it because it was kind of so ridiculous.

If you have a corporate leadership face behind the ad or behind the company messaging, it becomes a much more personal element.

And, you know, you feel an actual connection to that brand.

You start to buy into what's behind that organization.

So given that, Peter, how should leaders think differently about internal communications in today's environment? Are there things they should be considering that maybe they didn't have to think about before?

Yeah.

You used to watch her.

She loved her food, and I'm talking about when she was seven, eight, nine, 10.

You'd go out for a meal with, with my parents, let's say, [laughs] and they'd say it was a standing joke the pork chop bone would be there.

It'd be stripped, and I used to say, "I'd never like to be stuck on a desert island with that one.

All that would be left would be a pair of boots."

[laughs]

And she hated arithmetic and maths, [laughs] but she was fine.