Jefferson Fisher

And it shows up in the moments that matters the most.

But it's built in the moments that seem to matter the least.

Yeah.

And the example I always think of is working in the New York office many years ago and getting a message from my team member just saying, oh, Jenny's so nice.

She just, Tim tripped over and Jenny immediately got up from her desk and ran across to the first aid kit and sorted him out.

She's so nice.

And I'd hear that 3,000 miles away.

And then a year later, I'd be sat with Jenny during her promotion conversation.

And that one thing she did, that small thing she did,

Was often the time where I'd go, do you know what, this person is a certain type of person and we should double down on them.

And then I've got the opposite as well.

I've got a little thing someone did to someone who was not necessarily their line manager or significant person.

And even things that happened to me years ago, when I walked up to someone famous, I've told this story before.

It's so crazy.

I told this story on a podcast, episode three, and no one listened.

And then three, four years later, the podcast got bigger and people started listening.

People go back to the old episodes.

And this famous person tweeted me like four years later.

I was like, I heard you're talking about me in the UK, blah, blah, blah, blah, blah.

But I was just sharing it as an example for like invisible PR where I'd gone up to someone famous and asked them a question and they just like,