David

And the third team, we're not even talking about fiber.

We're talking about probably something, an athletic performance.

Now we've got three distinct types of names that we're generating.

Yeah, and it would have been like energy.

This now has its fiber, so it's digestion, plus it's going to give you some energy.

It might be a package of minerals.

I mean, these things, I call it the blueprint for a program, what we're going to do.

And then we try these things out, and there's a lot of failure in creativity, and everybody here has complete permission to fail.

If we're not failing here, we're not doing our job, right?

Because it's, again, you're looking for that ship in the deep blue sea.

And so along the way, you know, we're going to uncover something like, you know, well, what's about lightness?

How do you feel light?

Well, it's feathered, all right?

So then we'd say, well, what would this...

What would this feel like if I walked into Walgreens and there's Fiber Plus and there's Metamucil and now in a new package, there's a brand called Feather, right?

And now there's got to be copy that supports it, right?

So you got to figure, can we create a sentence or a little phrase where people get it, I get it.

It's going to have fiber on the label.

Okay.

So, you know, it could be feather, but the lightweight fiber you need or something like that.