Steven

Why would they be furious now?

And what was she like when you met her?

And what was she like when you met her?

What was that journey from meeting Chris that first time to getting into business with Chris and pitching her to be a business partner? And then what happens to ITB, the agency you were running in the background?

What was that journey from meeting Chris that first time to getting into business with Chris and pitching her to be a business partner? And then what happens to ITB, the agency you were running in the background?

You pitched her?

You pitched her?

You pitched Chloe?

You pitched Chloe?

What did Chloe say?

What did Chloe say?

What was the process of making Good America a good company in terms of you have that initial hypothesis when you're sat at that dinner. You think, okay, this is what it's going to be. It tends to be the case that almost everyone's initial hypothesis is like a little bit wrong.

What was the process of making Good America a good company in terms of you have that initial hypothesis when you're sat at that dinner. You think, okay, this is what it's going to be. It tends to be the case that almost everyone's initial hypothesis is like a little bit wrong.

At least in part.

At least in part.

What part of the strategy and the games you played in 2000 and... 18. 18 could not be replicated now. That was so important back then because the game has changed.

What part of the strategy and the games you played in 2000 and... 18. 18 could not be replicated now. That was so important back then because the game has changed.

So if one is, you know, 2025 and they're trying to deploy a strategy to build any kind of brand and they're thinking about the channels, if we think about B2C companies, so things like Good American or it could be, I don't know, an energy drink or whatever. What kind of strategy are you thinking about now to acquire customers as being some of the most interesting but maybe unobvious strategies?

So if one is, you know, 2025 and they're trying to deploy a strategy to build any kind of brand and they're thinking about the channels, if we think about B2C companies, so things like Good American or it could be, I don't know, an energy drink or whatever. What kind of strategy are you thinking about now to acquire customers as being some of the most interesting but maybe unobvious strategies?

Are you seeing this idea of community becoming more and more important for building brands? Because a couple of years ago, it was all like, just throw some Facebook ads at them or get some influencers to tell them about it. Now we're seeing this transition towards like run clubs and yoga thing with the brand present and