I think it would be helpful to go back to the beginning since it is named after you.

Sure.

I mean, we're an independent strategy and brand advisory, but increasingly I think of us as something different.

I think of us as a firm that is really helping organizations make sense of consequential change at a time of tremendous disruption, right? Most of our clients come to us not necessarily just because they need a campaign, but because something fundamental is kind of changing in their world.

It's a market, a technology.

They're losing trust.

They're not meeting customer expectations.

Do you find that you, beyond having a lot of cloud licenses, I mean, are you spending money on internal capabilities that require it? And again, how much do you need?