Yeah, the execution part for me.

That's often a thing in businesses.

People...

I was thinking about a post the other day and I was, the idea of it is basically like efficiency is the enemy of, of great because you have a, there's a problem or whatever you, you train to solve it as quickly as possible, as opposed to, I call them advantage ideas.

So you're not to solve the problem, but that turn that into a business advantage.

Like you think about, um, Amazon web services, right.

Started as prime day.

And

Here's Red Raider quarterback Will Hammond.

Fully recovered at this point.

Got cleared by the surgeon about three weeks ago, um, so great to have that, uh, verbal approval from him.

And, um, I would give it a high chance, um, that I'm out there, um, playing week one.

Obviously at this point it's still up to our training staff here.

Uh, they've got the last say.

Um, but physically I feel ready to go for week one, and I'm just excited to get back out there with the guys and get rolling.

Like, he, he, he wasn't, you know, he, uh, he had-

I can be ready to go and I can be what I was before or even better earlier than people think"?

Yeah.

I'll- I remember back in March during spring ball on the off days between practices, me and our trainer, we were doing our acceleration days, and I remember hitting 20.7 miles an hour, and that was like I think four months post-surgery.

I just remember thinking like, "If I can hit a new top speed faster than I'd ever hit before surgery throughout rehab, I can, I can come out of this stronger." So that was definitely a big realization for me.

And then I think the trend throughout rehab, it felt like every two weeks I would hit a big jump in rehab.

It felt like there was always some kind of plateau and then a big jump where like jumping felt easier or cutting felt easier or a new running drill felt, felt easier.

So, um, those, those little bits of gratification that you get throughout keep you going.

... that people are missing when it comes to the Red Raiders?

Can you share a little bit about why you think that was smart and what that does?

So years ago, my mentor who taught me how to think, I asked him, I said, "What is advertising? What is marketing?" And he said, "Solving business problems with creativity." Right? Creativity, it's not about drawing and pictures.

It can be an idea, right? That is creativity or solu- problem-solving.

So great agency, Goodby, Silverstein & Partners.

Client when I was there, Emerald Nuts, they were a smaller player in the nut business, and the retail team was having difficulty getting, you know, shelf space and all those things, which is many a growing brand's challenge.

Um, you know, wouldn't take the calls, didn't take them seriously because they, you know, they didn't really know who they were.

It's, you know, Planters phones.

You know, for the leaders that you work with and advise, what are the things that are most important for them to be thinking about in this AI-enabled world that we all are a part of and will continue to evolve and adapt through? What, what should they be thinking about most keenly?