As much as the organization can go out and do all of this research, why aren't we leading in doing some of that when it comes to our reputation, when it comes to what our competitors are doing, how much they're getting in terms of market share of voice and all of those things that we can go, we can now be in the driver's seat a whole lot more in the conversations that happen within our organizations.

I think that the other piece of that too is using it for the, what did I miss? So I use mine a lot, especially if I've had to synthesize a lot of information and maybe I'm too close to it or my team's too close to it.

And I'll say, I'll say, okay.

And I've named mine Austin, by the way, Mike, the one AI thing.

Well, I'm from Austin.

Yeah.

So I, you know, I'm like, hey, Austin, what did I miss on this? And inevitably it comes back with one or two things.

And the topic for today, what worries me, is how do we make that step from what we're doing to where we need to be as communication professionals.