 The first 10 minutes I was like dismissive. Second 10 minutes I was like, I think I could make a whole career stealing this guy's ideas. And it was 2009, he was predicting things. Things I had observed casually, but he was predicting them definitively. He's like, smartphones are gonna enable everybody to be the content creator, the content distributor, the monetizer of the content. This is 2009, but the problem is, businesses are too lazy slow to realize this. So we're gonna create a firm and we're gonna help companies who can't do it themselves. We're gonna start with community management and then we're gonna go up the chain. I said, why don't we do an experiment? I'll give you eight jet tickets and let's take somebody on the team who wouldn't otherwise be prominent, but let's use social media to make them prominent. That'll be our test case. And that's what we did. And he took a couple of players and started making content and it worked. It's now the number one independent agency on planet Earth.