Catharine Arnston

And when I go to one of those shows, all the vendors, their booths are loaded with literature.

It's just, you can't read anything because there's too much of everything.

I can tell that they're never going to make it in the consumer world.

When we go, we stand out because we've now crafted a consumer branding and consumer branding.

Look at Nike, look at Apple.

There's how many words on their ads?

Like one or two.

Granted, they're multi-billion dollar companies, but they understand that consumers have a very limited time span and they're bombarded with so much.

So with consumers, you need to give them beautiful images and very little text.

And it's the opposite when you're doing something that's technical or scientific.

So you have to be able to do both if you want to go into both markets.

It's hard.

Yeah, no, no, it's great.

And the pharmaceutical industry is spending billions of dollars to figure out how to fix and repair and protect the mitochondria.

So if people don't know what mitochondria are, they're in all of your cells and they effectively generate what's called cellular energy, also known as ATP.

And the analogy I make for people is that in a building, you can't do any work if you don't have any lights.

But if you have a storm or your lights go out, you're stuck.

So if you have a power outage or your light bulbs just aren't working.

So you call maintenance and they come and repair it and turn the lights.

So you're good on the building.