David

Then what we've done is when we have an assignment, let's say it's a small car for Nissan, right?

All those names go into a database not called small cars, but small things, okay?

A processor for Intel, that's small, that would go into that.

Now what's happening is that gives us, I'm a real believer in the synchronicity, the connecting of seemingly irrelevant things.

That's the fundamental layer of creativity.

Impossible is seemingly irrelevant to what they're doing, but look how it performs in the marketplace.

It would have been like when we came to the client and they said, yeah, we want to fit into whole foods.

It would be something like natural farms.

Right.

Okay.

It's more difficult to keep in the flow because of interruptions here, right?

But what I really try to do is I first sit down with a pad and a pen, and I just start kind of free associating thoughts about where to go with this.

I sometimes might draw a treasure map with a grid and put ideas down in there.

Everybody's addicted somehow to the web.

I'll use, I mean, we use all the AI things, cloud, co-work, you know, chat, GBT, you know, all these things.

And I'll start asking questions.

I don't ask it for names, but I'll ask about different things relative, in your case, to fiber.

And I'll guess stuff like that.

And then at a certain point,

This is really like a 20 minute kind of thing.