That's right. I keep going. Something in what you were just talking about reminded me of, you talked about how you're about cultural futurism now. Is that a recent shift or how did you find that place? And what does that mean in how you work?

It is and it isn't. We've always been doing our work like this, where it's always predictive. The whole... See more

When a brand has a prediction at the center of its strategy, it sends a signal to the market that the company not only intends to own that future, but that any other brand playing outside of that future will be sidelined .