yeah i mean you help businesses turn a bit of a scattergun approach into a focus strategy so what are the common mistakes that you find businesses are making because i'm guessing you're picking up these mistakes further down the line when they've probably been going for some time so what are the common mistakes that you see them making

I think that there is a top three that I see all the time.

Number one is strategy, which is a big reason why we do what we do, right? There are a lot of businesses that don't really think marketing equals something strategic, whatever that might be, but they don't really think about it that way.

They just think that, again, marketing is just visibility.

It's just showing up.

It's just doing something, trying something.

And of course, there is an element, as you know, that'd be right to that in terms of marketing needs to be tried and tested and trialed, but it needs to start with a strategy.

So how are you dealing with this? Because this is just another thing that we have to think about now is how we're showing up on AI.