What did you do more than communication? Like did you change something about brand cues, colors, the other visual elements with a brand?

That's a really good question.

And the sea of sameness, as we call it, I mean, it is a category of commoditized products.

So it's not very engaging.

Like I said, most people don't probably wake up and think, I'm going to buy a SIM card.

More people wake up and think about their families and who am I going to call, right? But I actually think that the category during the three years that I've worked has become a little bit more distinctive in recent years.

But when I say distinctive in the fact that they've they become more easily separated, as in looking different.

Okay, so before we wrap up, in times of change, and we've talked about transformation and the revolution of AI that we are in the middle of, is there any belief about marketing that you have genuinely changed your mind about during your career?