Leslie John

It's just a really, really sparky, beautiful moment.

Oh, I completely agree.

Like, I would not want a surprise party because I like the anticipation and the savoring and I like to be able to control things.

But yeah, that's so well put.

It's interesting, though, because when you mentioned companies and trade secrets, so it also made me think of work that I've done with my colleague Ryan Buell on how...

when companies reveal things, not trade secrets, not everything, but when they reveal surprising things, some of the benefits we see when people reveal things, we also see when firms reveal things.

Like we worked with this large credit card company in Australia where what they did was they decided to reveal the downsides of the credit cards, right?

It's like

Anti-marketing like, hey, there's a high interest rate.

So they did this for the credit cards.

And what they found was that this actually didn't scare customers away.

It enhanced trust and it it increased customer lifetime because the customers like trusted the bank more.

I'm doing some little data collection here because I'm a nerd.

I've got a column here that says said and a column that says unsaid.

And I'm going to tick off.

This is really high tech.

Okay, so I wake up in the morning.

I roll over in bed.

I say, hi, Collie.

What I don't say is...