But what is not an infinite supply is the attention span of our audience. Right. That's still limited. And so we have to work 10 times harder to catch their attention because that's in limited supply. And they're being bombarded by content from us, from our competitors, from, you know, on every channel. So if we want our stories to catch their attention, we have to repeat it, repeat it, repeat it. And then the question becomes, how do you repeat your story without sounding repetitive? Right. And that's where we've been challenging ourselves to play a lot with the formats and the channels, the short forms, the podcasts, such as these ones, long form, videos, podcasts, even keynotes, earned media, LinkedIn posts, articles, series.

Like we really try to leverage all the formats possible and channels and make a lot of variations. So that instead of one story, one blog post, we say one story, but infinite variations. We do series, you know, we break it down, we take a big asset, we break it down into atoms. And that's really the repetition that was the most impactful in our case.