And in, in terms of those agencies, the agencies that, that are doing well, that you've seen success with, is there any kind of universal thing that they're doing or thread that you're seeing across those agencies that's enabling them to be successful?

Yeah, it's such a good question.

I mean, in effect, the answer is both.

There are certainly some principles that agencies typically adhere to, um, which helps them do things better.

But equallyYou know, you almost got to kind of do it your own way, if you like.

So one of the things I'm going to unpack is the difference between those two things.

But to give you a sense, I mean, the principles themselves are, are, are, you know, there's a real sense of kind of positivity and optimism in the best agencies, so they don't get kind of weighed down by, uh, you know, doom and gloom or thinking it's really hard or, you know, they sort of see the path as something that they build rather than something that's imposed upon them.

Is that a fair assessment?