What's Happening in the Marketing Department?

adam, i think what i'd like to ask you to kind of paint for us is you've been part of the process of kind of identifying some of these trends and staying on topo. Give us a little peek behind the curtain. Bei how a brand would start to process something like this and then go to, eventually go to market with it. Some brands were with it right like we're saying, like we're talk about them raght. Now some brands, it might take them years. How do you do that as a brand with hundreds of people working marketing a bunch of agencies? How d? It's like there's a paratime shift that's about to happen.