But the firms that have historically done really well, US firms coming into London included, there's one firm in particular in my mind, that is uk firm gold standard of every everybody knows they do really high level work they maintain high level profitability they haven't tried to um you know they've told a compelling story they've done one thing really well and then branch that out the firms are doing really well are the firms that have remembered that that that is a thing it's Just to be clear,

I'm not here to bash other firms.

There are lots of different ways to skin a cat very successfully.

But I think you've got to be...

One of the things that I think is to be a successful law firm...

Bring this back to the asset management world.

But you can apply this across whole firms is to say... what am I and what is the point of me? I got quoted, I was in an article for one of the big sort of legal press publications the other day, and they were talking about sort of Travis Smith and my role there.

So in terms of the industry, in terms of the sector, tell me what's going on at the minute that's interesting in the industry?