And you could see within that process the depth of understanding of use cases, angles, personas, and then the diversity that sort of sat behind that like can you talk me through a bit of the the foundational work stream and approach that was built within the business and how they built that competency out and maybe how you then maybe took that forward once you

accelerated it um remind me we should also talk about what those four pillars were in case anyone's listening curious about Because of what they might be.

But one of them, and we can start with that, was find the next gear on meta.

Because you can't grow without making sure your foundations of where you are remain stable.

And it was also about saying, okay, are there any other performance channels that we can build on? So if we go direct to your question...

I think, again, it just comes back to a phenomenon.

Well, I think at the heart, there were two things going on.

What did the next three to six months

Tell us a little bit more about how that...

For those people who don't know, we...

We put a four-pillar strategy in place for how we grew from there.

So the first pillar was, okay, how do we get the next gear or two out of meta and diversify in terms of channels? And we can talk about that later if it's important.

The second was physical availability.

So how do we move beyond D2C and are able to sell? The third was NPD.

So how do you create new products and ultimately sort of build on AOV and LTV? And the fourth was brand.

So it's probably a double-pronged thing, which is how do you keep yourself fresh? How do you keep yourself learning at that bleeding edge? And very specifically, role of agentic in future commerce.