Well, thank you for that I have never been called the goat of design or anything. So I'll take that as a very high call coming from you, Jordan. Thank you, TechCrunch. And thank you all for for taking your time out of your day to join me on on the stage today to talk a little bit about design. Jordan already gave me a great intro here about a couple places that I've been before. And there's a couple topics, I wanted to share with you all that I think, you know, get bandied about quite a bit brand design process, working with designers. And I want to sort of illuminate or demystify these a little bit, because they these terms do get used so frequently. And hopefully, we can start from some common ground, especially as folks are building new companies, you want to think about these topics thoughtfully. And the goal here for this presentation is really to, you know, there's a spectrum of those terms being overly simplistic or maybe too complicated, and over my, you know, career as a design practitioner and leader to try to synthesize them for you to be hopefully useful. And they've worked for me at various stages of company building. And I hope they're useful for you as well. So the first is brand. Of course, the term comes from this idea of branding cattle that, you know, stretches back, I think 2700 BC, or even before that, to allow people to identify their cattle differentiate from one another, which whose cattle was whose. But in modern times, it's sort of gotten reduced to the term becoming about logos, right? When people talk about brands, oftentimes, the uneducated will say, what's your what's your logo, what's your brand logo. But on the other end of the spectrum, it is become really complicated to this is the Wikipedia entry for brand. And I would challenge anybody to digest this, absorb this and then be able to regurgitate it back to somebody and say, here's my understanding of brand. But a useful analogy that has stuck with me for many years actually comes from the book zag by Marty Marty neumeier. And he says that the closest word in the English language to brand is actually reputation. And I think that's a really great analogy. And so you know, the analogy of brand is to company as reputation is to person. There's a really interesting, here's a kind of funny explanation of it visually, the differences between marketing, telemarketing, public relations, advertising, graphic design, and branding, branding brand is about reputation. And this is kind of the analogy of people, right. But if you look at a logo, you know, this See, without any context probably connotes certain things, maybe the first word that came to your mind was cat. But if you change it, the meaning completely changes as well. Of course, this is the logo for Chanel. And with that logo comes all the associations of the reputation of the Chanel brand, the quality, the history, the prestige that comes with the luxury, and use in a different context, that C has a completely different meaning and has a completely different set of associations, so brands, reputations, if you can kind of link those two together in your mind. I think it's a really great place to start when you're having conversations about brands is what is that reputation? You know, what is the first impression? What are the consistent behaviors that your brand hopes to repeat over and over? What are the memorable moments that stand out that that stick out that make your brand your reputation memorable? The second is design and ironically, the term design suffers from a brand issue. Many designers have heard this before, make it pretty. I think that's on the simplistic side of what designers do is kind of the skin around whatever the product or service happens to be. But on the other end of the spectrum, you know, design hasn't doesn't as a word doesn't do itself any service, it has 14 different definitions and Merriam Webster dictionary, and they're all accurate. They're all correct. But as people use them in every day, you know, work. They are, they might have one definition in mind when another person is kind of receiving it on the other end, they have a different definition in mind.