James, I've never asked you to do this. We've had a lot of podcasts together. I'm going to ask you to close your eyes. Now, for those of you who are listening, you're going to go, this seems like the same podcast. That's because you're listening. For those who are watching on YouTube, you are going to see James's eyes are closed. And I'm going to ask you, James, a few questions and everyone, I promise there's a very good reason we're doing this.

So, James, would you please close your eyes and think of a brand that you really enjoy?

Okay, this can be a restaurant.

This can be a clothing establishment.

Any service you can think of.

I'm going to give you a second.

Do you have one in your head?

I do.

Okay. What do you like about it? And you can open your eyes now.

I was it? Should I tell you what it is first? Just tell you what I like.

Yeah. Tell me, no, tell me what you like about it first. I like that there's this invitation into this

lifestyle that I'd like to think I want to live, even if I don't actually

have the time or intentionality sometimes to live it.

Is there a immense quality about a product? Is it even a product? It is. It's actually

this t-shirt I'm wearing, Rourke. It came to mind. Not the only thing, but it's a product. It's a clothing brand. And there's this sense of adventure, get outdoors, live life, travel, do fun things, and there's something fun about that.

Beautiful.

Now, I promise I'm going to connect the dots.

But James, can you close your eyes one more time?

I'm going to ask you to think about a brand that was amazing, but you don't love it as much anymore.

Maybe it's the service, the quality, maybe it's

just long wait times, whatever it is. Do you have a brand in mind? Not a specific brand.

Let me think. Give me a second. Take your time here. And this guys, we're making this podcast

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