Let's get away from that. It's understanding people who are different from

[nishat@264]

us and how can we serve them. And and so I want to get your your your thought on that about how we can be authentic and not exploitative. And that one specific example, while you're thinking, I interviewed Christina martin, executive director of marketing for Chase Auto at JPMorgan Chase and Company on how I made up marketing.

One of her stories was great. Brands consistently tell their story and she was giving example working at USAA and they were working on the VA loan campaign and they were casting for Wounded Warriors. Right? And so one of the key things that key requirements in the storyboard that they had to figure out, they wanted it to be an authentic, real world situation, right?

Because that's what we want to do with a friend like denmark whatsapp resource nobody. You know, there's that fine line right between feeling like, I am included in in a company sees me, a brand sees me, I'm being communicated to versus I'm used as a prop, right, or a gimmick or they're just trying to, you know, increase their sales or something like that.

So have you, you know, dealt with that? How do you figure that out to figure out how to about someone who may be different from yourself too, to include them, too to be authentic to their true self, versus again, making them feel exploited, like they're just being sold to.

Purna Virji: 100%. And I think it's the secret and it's it's simple, which doesn't necessarily mean it's easy to do, but it is really simple, which is try to talk to and learn about the different groups you serve. Because sometimes you, me, me going back to the crest of knowledge. So let me connect the two dots. I'll give you a case where we were working with each customer who was it was a cruise line and they were trying to sort of offer up and reach the LGBTQ community.