It's probably quite good marketing at that point. Well, it's binary. It either is or it isn't. But I'll tell you what it is. It's efficient. It's super efficient. And more than that, I really, in a very front foot way, because I believe it to be true, I put my experience to good use. You know, I think if you've got a problem, or if you've got an unrealized opportunity, which is actually what we spend most of our time doing rather than crisis management, crisis management is a part of what we do. We are, you know, we're positive reputation builders, right? And having someone who's lost one in the room can be really useful yeah right if you're from a positive perspective let alone oh we must know how to avoid these problems you know which i which i i have some views on well so that's the professional bit but also the the other bit of my life is you know is is if you'll forgive the plug is my podcast right where i talk to people who've been through crisis. And those are my little arrows out in the world for free. It's all there. Go find it. It's all yours if you want it. Where, you know, people have been through far worse than me, by the way, giving their lessons on how to get through crisis. And I love that. Yeah, it's interesting. I love that. That is meaningful and that is useful, I think. And I'll do it for as long as it's useful. And so to have a life now, you know, having had some bumps in the road where I can put all of my experience to good use, you know, commercially in my business and then in the way that I am in my pod, it's just delightful. You know, I've never been happier.

What do you think your reputation is for people that don't know? That's a brilliant question.

That is a brilliant question. I do not know the answer to that. Really? Because that's an interesting thing. It's funny because it just came

to

me as we were

talking. I wonder what it broadly is,

to your perspective. It's a great question because what's the measure of it? Of course I am concerned about my reputation from a commercial point of view. And I think we've got a growing because my business is not just about me by the way i've got brilliant partners john steve or katie sell these are very very experienced people as well as a good team so you know i hesitate to associate only myself with the reputation of my business because i'm lucky enough to work with brilliant people who are contributing to that and i think we've got a very good reputation in the marketplace now Yeah, as a company. I've done it for seven years as a company. My personal reputation, I think, thanks to the joys of the Google algorithm, I suspect still remain pretty mixed. One of the things about the Google algorithm is that it will take a piece of coverage from 2010 and stick it in the first page of your your you know your news search as if it happened yesterday i am not the poster boy to start complaining about that by the way but it is like having a newspaper posted through your front door you know 10 years after a after a court case yeah you know as if it's as if it's real so that i think is an element i suppose on my my digital reputation um but i what sits below it for me and this is another this is linked to control this is definitely linked to stoicism is that i have also worked out and it took me a while uh that the only if the only opinions really that are uh that are my are the opinions of my family, my wife first and foremost, and my three sons, of my friends that I care about, and of the clients who choose for which I'm incredibly grateful to work with us. Those are the opinions I care about. Anyone else's opinion of me, and I don't want this to sound arrogant is none of my business it is for whoever has that opinion and i know that there are will always be people have a certain opinion about me and there's nothing i can do about it control and actually it's for you and that is a very freeing position to find yourself in and you know and if i can get you know in a process that we go through with our clients if i