David

He goes, I am going to map out the entire area here.

I'm going to make some decisions about what pays off, and then I'm going to dive.

He found a ship of gold in the deep blue sea.

Okay.

Wow.

Same thing happens here.

Disordered.

We're going to go, okay, what are Greek word units for lightness, you know, for air, for less volume, for, you know, anti-gravity things, you know, those types of things.

We're going to look at expressions around I'm feeling light, I'm feeling better.

We're looking at aerodynamics.

We would have someone for 15 minutes look at what makes an airplane lift up, okay?

And along the way, we would have all this stuff.

We typically internally call that trash.

It's just things, just concepts.

And we would start eliminating things.

Because in this business, and it's very counterintuitive...

Quantity leads to quality.

Quantity leads to quality.

Often we will get a list from a client saying, you know, we're really stuck now.

And I'll say, okay, well, how many names do you generate?