So can you set that up for us? So first of all, what made you start thinking about careers through the lens of brand?

So I think I learned how to be a brand builder before I learned how to steer my own career in the right direction.

When I did my MBA, I did a concentration in brand management.

So you do learn about brand building there.

But where I really learned about brand was was when I worked at Labatt because Anheuser-Busch InBev as a global organization is very much a brand-led organization.

And so they would send us away for week-long off-sites where we were being taught about brand building by the best brand strategists in the world.

And we would really take an analytical approach to brand building where we would say, okay, we're going to survey the population of beer drinkers on these very specific sets of questions about our brands that we know through deep market research are highly correlated with market share.

So,