So talk a bit about your journey with George and this concept of hope and your team, and what you've learned and maybe how this is affecting how you think about your brand's foundation and the activations which you bring to life around the world.

Yes.

Well, we're studying a lot of different aspects of hope.

And as George started to say, hope is a universal human need, and it is, it is synonymous with things that people need to feel secure.

As George said, like, there is a correlation between people's financial security and having hope, which is really, if you think about it, the whole basis of our business model at St. Jude.

No family receives any bill for treatment, for travel, for housing, for food because they are n- they need to focus on letting their child live so that they can have hope.

And when I think about that, like, hope should not be a luxury.

As the CMO of this organization, how's your lens changed in the last 18 months because of this learning journey you're on?