Alex Wiltschko

And it also forks and goes at the same time right to the hippocampus, which is the seat of memory formation.

So smell is privileged anatomically in terms of how it's wired in your brain.

And that is why it can create these immediate emotions, these immediate memories, and why you smell something once, you know, associate it with a memory.

20 years later, it's instant recall, unavoidable.

You can't even fight it.

And that's because of how it's wired in your brain.

And then can we tap into that?

And the answer I think is going to be, yeah.

And I think about how photographs changed our relationship with memory.

In 1820, 1825, just to be, you know, have two, a nice round 200 years ago, if you saw a beautiful sunset with your, with your son or your daughter, the impression of that sunset and what your child looked like at that age.

Everybody just didn't think anything of it being permanent.

It was ephemeral.

So when your child got older, their face as a child is gone unless you could afford to pay for a painter, which is super rare.

In that very moment, that sunset is also ephemeral.

gone forever and then fast forward until the late 1800s all of a sudden there's this thing called the camera and you can actually hold on to light like just what the world you can just hold on to that that's crazy and then the phonograph also came around and then ultimately you know recorders that people could hold you know many decades later all of a sudden the sound of your grandma or of your child like you can just hold on to that forever that's crazy

And I think that what we're building at Osmo, although we're very focused on creating fragrances and building a business so we can reinvest in curiosity, but where we're going is being able to engage with a kind of memory that we think we just assume will be gone forever.

We just assume it's gone forever.

And it doesn't have to be.

Right.

So, you know, our kind of super secret plan is, you know, build fragrances for the world's brands.