David

So it's not very arduous for me.

So I'll just start generating names and I'll write down other directions and then I'll pursue that.

It might be, okay, I think Greek would be a good thing to look at.

I think aviation and aircraft for things that are lighter, right?

I would go and I would look at other words for light, and then that would lead to sunshine and soul and, you know, SOL, things like that.

And then I just start crafting names.

it's a little bit of search for the Holy Grail of how to manage creative people.

That's where your first mistake is or clients make this mistake is, I try to lead everybody here and I really try to

encourage people.

And, you know, the root word of encouragement is courage, right?

And so it may be that you're not giving the people you're asking these things to do, that you're not actually letting them just flow free.

I mean, here when people develop a list,

and they give it to me, right?

Because I'm still a creative director here, and I still generate names every week.

They know that I'm not gonna look at that harshly, that I'm not gonna evaluate it, I'm gonna speculate with it, right?

Now, eventually, we do have to evaluate things.

We're working for clients and we got to do the right thing for them.

But go back and look at how you're communicating with your team and see if you can't move it from leading versus managing and encouragement.

versus evaluating.

We do have testing.