Run a trendy AI 'fruit babies' ad for a doctor-backed baby feeding brand

David Barnard… about that. So it's good to have that kind of pushback. And then you just have to justify it too. Then you have to like, why does brand matter and how is this going to pay off? And are we sure it's going to pay off? And you have to ask yourself those kind of questions where if you just default to like, "Oh, no, we need to be careful with the brand," then you're having to justify the performance marketing and it should really be the opposite.

Yuliya LennoxI can give you a couple of examples here, but one of the big mistakes that I did regarding the branding in Solid Starts, for example, I came there and I was like, "Nobody cares. Nobody thinking." But for some people when the brand is big enough, and Solid Starts is a very big brand. They care a lot about what it represents. And this is where it is. When you're talking about babies, when you're talking about real doctors, and that was like AI baby, not AI babies as in real babies, but babies made out of fruit. We are about feeding babies. Fruit babies are super popular on Instagram. I should definitely do an ad like that. And then we saw some feedback of, should we trust a company that invented this to feed our babies? And then I'm like, "Okay, yes, we will do brand now because that's just..."

Yuliya LennoxI understand that it's no big deal in the grand scheme of things. The universe wouldn't collapse if you do one ad that isn't in your brand voice, of course. But in the same time, if you are something that is selling trucks, maybe it's not good to sell it with, I don't know, AI strawberries, I don't know, whatever. So basically see what you're selling and if making ugliest applies to it, but also don't assume that it doesn't apply just because you …