After september eleventh, i had trouble going back to work and advertising cause i felt my job was stupid. Tragedies like that sord hof force you to have a lot of perspective,. I didn't care about when you started cynec partners, what we what was your intention? Wat kind of work did you want to do? And so i was very different in the way i approached brand's strategy which is i actually spent more time talking to employees and some customers rather than only customers and no employees.