The Importance of Emotional Connection in Branding

I'm not surprised that I did I do but you know the first part of your answer about brand legacy. It's so important of like, like, if you wouldn't be around right like what would people feel? And then suddenly it's about emotional connection and not products and features or right like in data as well. So my initial entry into the consulting work that I've been doing now for a couple years really was inspired by something I was starting to see just sort of broadly speaking. We're actually a new, a new kind of company that's disrupting traditional accounting firms. Now that's an answer. Totally.