So can you tell us more about the origins of the book? Where did it come from? What's the essence of the content of Between Flights?

Sure.

Well, thank you, first of all, for giving me the opportunity to talk about it.

It's brought me a lot of joy putting this out to the world, particularly as we were saying earlier before we started.

It's a tangible sort of piece of evidence of something you've created, but totally by accident.

So I would almost call myself an accidental author because if you'd asked me at the beginning of 2025, oh, are you going to publish a book this year? There is no way I would have thought I had time to do that.

So this literally started because I had about 18 months to two years in my role at Salesforce where I was constantly on a plane flying somewhere and travelling.

So tell us maybe more about, if not that exercise, the role of these reflection exercises and why you feel they're important in general.

I'm going to

qualify that.

I would say, you know, 70% of a global marketing approach in general will work in most markets.

And the other 30% is where you really need to adapt it for that individual market, whether that's the media consumption, trends, the cultural nuances, et cetera, et cetera.

Yeah.

I think it's always good to start with that central point of what is it that we're taking to this market and why is this product or this thing important to whether it's a consumer's life or to another business's success? And so therefore, why will it be successful in this country? And understanding, you know, obviously the economic environments and the country-specific environments, but really starting there.

And I'm like you, Connor, I love a good template.

seen that? Or are there things that you think people can do, even if you're in a small organization that doesn't have a, call it a Salesforce resource that people might have in their head? But I remember, you know, what are things people can do to kind of help evolve the measurement evolution that they have from that brand to demand?