Was that something you started with? Like, how did that come about?

Yeah.

It was pretty early.

I think what we decided to do was essentially optimize not for growth.

It's like you're in these board meetings and essentially every financial performance slide is the same.

You want the line to go up and to the right because more margin, more money, more users, more clients, more growth means more money down the line and a bigger exit and blah, blah, blah.

And we were like, well, what if...

Can you help me out? How do you police that stuff? It bubbles up to me if

... what was the genesis [laughs] of, uh, of making this agency?

It was made 'cause I got fired from my old job, as many people who start their own businesses do.

I was a founder at a venture-backed SAS business that was sort of in the content space, and, you know, started that in my early 30s and we were really full of, uh, you know, righteous fire and convinced we were gonna scale to great heights and be wealthy and, like, have yachts.

And, um, we did good.

We did really well.

We made to, we made it to about 30 million in revenue.

Plateaued there.

How, how are you thinking about the way that that transition is impacting the industry and then your business right now?