So talk to me a little bit about, like, maybe even take an example of a project without disclosing anything confidential, like from the conception of it, you know, development of it, delivery of it, attribution, you know, results analysis and all of the above.

100%.

So we were working with a Series D company for this example, and what they wanted to do is launch new functionality that was an extension of their core solution.

And they wanted to get the word out about it, and this was, of course, in the last two years where it's harder than ever to go to market with anything new 'cause there's a lot of noise, there's a lot of AI content, and everyone's fighting for your buyer's attention.

So they figured, "Okay, well, let's use AudienceLed to go to market with more people that have the trust of our buyer, and we can't just do this launch on our own." So it was oriented around a launch.

And what we did for them is we identified who are those other entities that they're not yet working with that their buyer trusts.

So we did deep research across AI search, across social media search, across even getting into what some of their customers are talking about and who their customers are mentioning.

What does the topology look like?

I'm gonna give it another shot

... same thing with the microphone.

I mean, like, last night at- 10th, you know, from 10 to 11:00 PM, I tested the mic.

I was like, "It still sounds so crazy.

I, I wonder if the boys are gonna approve of it." Sure enough, like I, I just can't...

I've never been able to figure it out, and I guess today's not the day, you know?

Learning curve is crazier for guitar compared to drums?

Yeah.

Actually, recently, this last month,

they had, what, six break-ins? It's been every week besides one.

Yeah.

Not the weekend that just happened, but the weekend before is the only weekend in the past month.

That they haven't had to break in.

Stealing copper? Yeah.

Well, they don't use copper conductor.

Testing the waters kind of thing? Yeah,

Howdy formed this band without thinking too hard about it.

We weren't necessarily clouded with the expectations of a career or of a m- major label or of, you know, internet expectations.

We had the freedom to really just do it for the love of the game.

Your curve, I'll try, try, try.

Try, Try, Try is, is really about, like, s- self-reflection.

Like, not feeling like you're enough.

And being a parent, there's times where I'm like, "What's...

You know, like, what the heck am I even doing going on the road for three months when I have a kid?"

So I'm Jenny, I'm Will's wife and I'm the lead gardener here so I manage all the gardening.

We moved back in 2013 and during that period of time there'd been a lot of volunteer efforts to tidy up the gardens and make it back into a more usable space.

It was laid down by the Victorians for the enjoyment of, exclusively, the people of St Matthew's Gardens.

Yeah, there were actually a number of these pocket parks, private gated parks, across Hastings and St Leonard's.

So we've got all of these interesting little spaces and I think that it's a crime not to share them out with the community.

During lockdown, it was a godsend for a lot of people.

It was a lot

But that's

But given what you just said, I guess the various perspectives, what you're seeing out there, are you seeing many of these agreements get tested? Can you just give some nameless case studies of the importance of having a good one in times that we're living through now?

Not many go to court.

They have.

Some have gone to court over the years, but not many go to court.

No one.

Distributors don't want to go to court with their principals.

Principals don't want to go to court with their distributors.

It's relatively self-explanatory, but the repercussions of it are fairly important.

And, and so where my bias is, you know, or, like, spring 2026 is very much that the value that we can establish for our potential customers is inherently, um, improved when we have other people agreeing that it is valuable.

And you need that agreement, and, like, it needs to be in some way, like, formalized, but h- honestly, this is what I love about the idea of, like, partnerships or ecosystem or networks is it's protected, meaning the trust is going to be held very closely, much like when you try to go to your customer success team and say-Hey, we wanna do some, you know, content with customers.

They're gonna go, "Wait a sec.

That's my relationship.

I have numbers to hit." And what are you gonna do? It's gonna be asking them to do things and take them away from seeing success with our, our platform.

Obviously, there's, there are ways to navigate that, but that's a good example of that protected trust where everyone faces that when they reach their customer success team.

And the same is true if you're working with a partner.

Like, when is this maybe, like, not the right fit? Um, I, I struggle to think of a time where it's not the right fit, but, you know, if we look at, like, a teeny-tiny company and an enterprise Fortune 100 company, is there a situation where you're like, "No, this strategy just isn't gonna work for you," or if you're gonna make it work, you have to do it like this, that, and the other?

So Will, I know I already went through some of the ideal partner profile for us, but tell me a little bit more about some of your feedback and even add in some context for listeners if it's needed there as well.

Yeah, very quick context on what you did to build the process was identified what is the win for customers, first and foremost, because if you ever engage a partner and there's no customer value, it's useless.

It's just theory, and maybe you and your partner agree, but it's not going to do anything for anybody.

at the end of the day.

And so what's the value to customers? Great, that's what we're focused on.

That's why we're partnering.

That's everything that we will try to achieve is giving the customer that specific thing that we determine and then determining why is that also valuable to the partner and then valuable to us, which again, leads you to your KPIs that can be impacted.

Can this be a good fit? What are some of the other big pitfalls to avoid when we're trying to make that shift from testing these theories and putting it into practice?

So were they an already established band when they-

So they were established.

Um, they had a guy on drums called Ryan Jenkins, who's a lovely bloke from Sheffield.

Uh, but-He was, uh, getting off on other stuff, bigger and better stuff.

And so how I got in with them is Haunts went to Wales, went to Cardiff, and so Colin, the singer in the New 1920, was, uh, he worked for XFM in Cardiff, and, uh, he used to have his own, like, daily late-night show, like DJing on XFM, and he used to host, like, some TV stuff there.

So Haunts ended up doing some kinda random cable TV show in Cardiff, and Colin was presenting it, and he got chatting to him afterwards going, "Oh, I'm looking for a drummer.

Do you know anyone?" And they, and they, like Banks and Alex Woodcock both went, "Yeah, you need to speak to Will." So I get a phone call, like, the week after.

Yes.

Uh, you know, tell us what was the biggest adjustment going from college ball to the minors, and then progressing up from the South Atlantic League this past season?

Yeah, I would say, um, just working on my Spanish has been the biggest, the biggest difference since college.

Um, you know, it was very eye-opening to me, um, playing with guys from all over the world, which is, which is really cool.

Um, I feel, um, you know, I'd never really done that before, so just really, um, you know, showed up at the complex last year after getting drafted and, um, you know, had to feel like I need to pick up some Spanish.

So my Spanish is coming along.

Uh, just really want to connect with my teammates no matter where they're from, so I think that's really important, and that's what's gonna, you know, help, help us as a team, help us as a program to, to get back on top of the baseball world, um, especially in the big leagues.

So, um, the closer you can come, become to your teammates and, and be there for them, connect with them, um, the better.

Um, you know, you, I think you had 14 homers and ran around 90 games or so was, is, is that, are you deliberate? Was that deliberate? Was that just kind of, it happened? Um, I guess talk to, talk to me about that a little bit.