I feel like that informs kind of the answer to that question. So 2021, I had just had another baby in the middle of the pandemic, which was a whole- that was a whole thing. So I didn't have anything going on. I wasn't- you know, I wasn't building my consulting business. I wasn't doing anything with two babies in a pandemic. But my dad was still at 1010. He was doing the weekend show, but he was also producing podcasts on the side for fun. He texts me one day, and he's like, Do you have a few minutes to talk? And I can just tell that when he texts me that, he's got some big idea brewing, that's either brilliant or so dumb that I'm gonna have to have a hard conversation with him. So I was like, Okay, fine. I have five minutes. 90 minutes later, we ended up unpacking this notion that he has more work than he can handle. He's getting unsolicited pitches from organizations in Canada, wanting to enter the podcast space, and just because he is who he is, he's saying, Yes, I can help you. Yes, I can help you. And then all of a sudden, he's like underwater with all this work. And he didn't know what to do. So I was like, okay, stop what you're doing. We're going to put some structure around this. And we're going to assess what the gap in the market is here, like, what are they actually coming to you for? Why are they coming to you? And here's what we discovered. And this took- this took six or eight months to really unpack. But our baseline assumptions were correct. They were coming to him because they were struggling to have their core messages, so their earned media, their PR efforts, whatever it was, actually hit mainstream media. They weren't getting picked up on TV the way they used to, they weren't getting picked up on radio the way they used to. That was a symptom of the industry shrinking, of COVID sucking up all the oxygen in the news cycle, there was a lot of forces at play. So their natural response was, well, then if we can't get on the news, we should have our own podcast. I thought it makes a lot of sense. So we went out with the assumption that Story Studio Network was going to be a newsroom in a box. That we were going to provide- yes, it's branded content, meaning the organizations that we work with drives the agenda, they own the show, they own the IP, they help us craft it in collaboration, and really make sure that their story and their message, and moreso their values, ring true through the content. And within two weeks, we'd sold our first show out, we'd proven the concept. And we just kept pushing that rock, you know, down the hill, until today, when you know, yesterday, Jamie, our COO, just started our 40th Slack project. So we've done 40 shows in however long it's been, just over two and a half years. So our ideal client is that organization, brand, which I say can be a personal brand. We do work with thought leaders, but it can also be a not for profit, that is seeking to cultivate their value through an owned asset that most of them aren't getting the time of day from mainstream media or their PR budget is being spent, but it's not effective anymore. So they're coming to us for that editorial lens, and the production value. Honestly, it's the most fun application of my skills ever. Sometimes I pinch myself, I'm like, is this real life? Do I get to do this, like, every day? I do. It's wild.