It's, it's a new company and yeah.

And telling those stories.

That's the thing.

People want to hear the stories.

And that's what we can't get out of AI is that judgment and human stories and lessons learned.

I will just add this to AI because I think it's very important.

Some of your listeners might be aware of this or might not at this point.

I'm talking about

Where is the line? Where do you want the leaders to be investing in their brand to when it becomes overshadows the leadership?

Yeah.

I, I remember this quite well, and I was actually, um, asked by a marketing magazine to, to talk about this.

Um, I was sort of following the story, and then I did a deeper dive.

And so I still remember all that very clearly.

And the first thing I said was, he's added a, a layer of excitement around a brand that was probably going backwards.

I'm not sure.

But I do think, back to your point, being the connected brand, you have to do the work.