How to Integrate Insights to Feel Innovation

I think it's such an interesting answer because it connects directly to what you said in the very beginning when you reflected on the 25 years you've been in the industry. But if we go, if we maybe double click a bit on your experiences, do you have any stories you can share about times during your career when you've integrated insights to feel innovation? Walk us through the whole process of, you know, the insight that created the opportunity. How did you identify it and how was it used? What results did you get? So there's so many examples and it's always the hardest part is to choose a really concrete one.