David

So, and then stopping that cascade of evaluation when you have, you know, four or five or six people, let alone 10 people, it's just, it's a slow, slow grind.

And we really documented that.

And this is going back now, 30 years ago, doing research, because we used to do brainstorming here.

And we used to have freelancers, right?

And so the combination of that and over an 18-month period, I mean, we just asked this, you know, it's always in life, the questions you ask, right?

And we said, where are our names really coming from, right?

And at the end of that 18 months, even though the collection was a little sloppy and a little crude, we said, this is really interesting.

First off, it doesn't come from freelancers.

not because they're not creative, it's just they're not inside.

They don't have that esprit de corps.

It's not coming from brainstorming sessions.

It's coming from individuals or people working in two-person teams.

And so we stopped all that brainstorming, never hired a freelancer again, and we work in three teams now.

So usually, it depends on the budget and the timing.

One team knows everything about your fiber product, right?

Next team...

We're still in fiber, but now with that team, we're gonna say we're adding an ingredient to this.

It's got energy in it, okay?

Well, what happens there?

It changes their perspective and their names are gonna be completely different than that first list.