With the internet changing so much, how do you stay ahead of that as a content person? It really varies. I've worked with like very new brands where, you know, it's a startup and you're just testing things out and kind of throwing things at the wall and seeing what sticks. With more established brands, that can be a little trickier because you have more established data points to pull from. But I think you also need to leave room for that experimentation.