Thinking With Mitch Joel

Mitch Joel

Six Pixels of Separation - Mitch Joel's weekly conversation with business leaders, thinkers, innovators and cultural icons. The show is about insights and provocations on brands, consumers, technology, business and how connected we've all become.

  1. 10小时前

    Experts, Thought Leaders And Clowns With Peter Winick - TWMJ #1060

    Welcome to episode #1060 of Thinking With Mitch Joel (formerly Six Pixels of Separation). What does it actually mean to be a thought leader in a world where everyone has a platform, everyone has an opinion, and artificial intelligence can generate an endless stream of seemingly intelligent ideas? Peter Winick has spent much of his career helping experts turn their knowledge into influence, impact, and sustainable businesses. He's the founder and CEO of Thought Leadership Leverage, co-host of the Leveraging Thought Leadership podcast, and someone I've known and respected for years. In his new book, The Thought Leadership Handbook - How the Experts Elevate Their Big Ideas and How You Can Too, co-authored with Bill Sherman and Naren Aryal, Peter draws on hundreds of conversations with leading thinkers to explore what it really takes to build a meaningful body of work. In this conversation, Peter and I challenge the increasingly blurry distinctions between thought leadership, content marketing, and influencing, and explore why having expertise doesn't automatically mean you have something valuable to say. We discuss the difference between treating your ideas as a hobby, a professional practice, or an actual business, why so many experts struggle to identify who's really buying their work, and whether publishing a book still matters in an era of AI-generated summaries and shrinking attention spans. We also wrestle with a bigger question: Has AI damaged the quality of ideas, or simply exposed how formulaic much of our so-called thought leadership has become? We explore why originality might be overrated, the importance of consistency, the changing economics of speaking and publishing, and why creating meaningful experiences may become increasingly valuable as content becomes easier to produce. At the heart of our conversation is a bigger thought that anyone who makes a living from their ideas should be thinking about... when everyone can create content, what makes an idea worth paying attention to, and what does it take to turn that attention into something that actually matters? Enjoy the conversation... Running time: 55:27. Hello from beautiful Montreal. Listen and subscribe over at Apple Podcasts. Listen and subscribe over at Spotify. Please visit and leave comments on the blog - Thinking With Mitch Joel. Feel free to connect to me directly on LinkedIn. Check out ThinkersOne. Here is my conversation with Peter Winick. The Thought Leadership Handbook - How the Experts Elevate Their Big Ideas and How You Can Too. Thought Leadership Leverage. Leveraging Thought Leadership podcast. Bill Sherman. Naren Aryal. Follow Peter on X. Follow Peter on YouTube. Follow Peter on LinkedIn. Chapters: (0:01) - Who Peter Winick is and what he does. (0:24) - Content creator, influencer, thought leader: what separates them. (4:43) - Expert vs. thought leader, and why you can't self-title. (7:09) - Threading the needle in The Thought Leadership Handbook. (8:39) - Influencer degrees and the professionalization of ideas. (9:45) - Hobby, practice, business framework. (12:51) - The zero-to-one problem: finding your first customers. (14:25) - How original does an idea need to be? (17:16) - Is the book still the pinnacle of thought leadership? (26:44) - Is "thought leader" now a term of ridicule? (28:52) - Luck, zeitgeist, and breakout books. (31:06) - Has AI damaged or exposed formulaic nonfiction? (35:06) - Why no breakout book since AI arrived. (42:35) - Every format is its own art form. (46:02) - Who is the customer: end user vs. economic buyer. (49:01) - Consistency, cadence, and content dilution. (53:08) - Why in-person experiences still win. (55:09) - Being known vs. being worth knowing.

    Experts, Thought Leaders And Clowns With Peter Winick - TWMJ #1060
  2. 10月25日

    Better Decision Making With Owen Fitzpatrick - TWMJ #1059

    Welcome to episode #1059 of Thinking With Mitch Joel (formerly Six Pixels of Separation). What if the most powerful propaganda you encounter every day isn't coming from politicians, the media, or social media... but from your own mind? Owen Fitzpatrick is a psychologist, author, and expert in the science of influence, persuasion, and belief. His work has taken him across more than 30 countries, from studying propaganda in North Korea and Afghanistan to exploring how our beliefs shape our decisions, relationships, and sense of reality. In his new book, Inner Propaganda, Owen makes a provocative argument: our brains operate like propaganda machines, constantly selecting information, constructing narratives, and convincing us that what we believe must be true. And the more intelligent we are, the better we may become at justifying those beliefs. In this conversation, Owen and I explore why we confuse certainty with truth, how emotions and identity influence what we believe, and why our desire for simple explanations makes us so vulnerable to polarization, conspiracy theories, and manipulation. We discuss the difference between critical thinking and nuanced thinking, why questioning your own beliefs can feel so unsettling, and how the modern attention economy rewards outrage and exaggeration even when we recognize what's happening. Owen introduces his framework of "Feels Right, Fits In, Makes Sense," explaining why logic alone rarely changes minds and what this means for leaders trying to inspire genuine commitment rather than simple compliance. We also explore the psychology of persuasion, the difference between facts and the stories we construct around them, and why understanding someone else's beliefs requires more curiosity and less judgment. This conversation gets personal as we wrestle with the discomfort of uncertainty, the challenge of maintaining intellectual humility, and the possibility that changing your mind might actually be a sign of strength. Because perhaps the greatest challenge isn't recognizing propaganda in the world around us... it's recognizing the propaganda we're creating for ourselves. Enjoy the conversation... Running time: 56:38. Hello from beautiful Montreal. Listen and subscribe over at Apple Podcasts. Listen and subscribe over at Spotify. Please visit and leave comments on the blog - Thinking With Mitch Joel. Feel free to connect to me directly on LinkedIn. Check out ThinkersOne. Here is my conversation with Owen Fitzpatrick. Inner Propaganda. The Inner Propoganda Podcast. The Inner Propoganda Newsletter. Follow Owen on X. Follow Owen on Instagram. Follow Owen on LinkedIn. Chapters: (00:00) - Introduction to Inner Propaganda and Belief Formation. (04:08) - The Risks of Certainty and Suspicion of Propaganda. (05:47) - Bayesian Reasoning and Updating Beliefs. (08:09) - The Role of Media and Sensationalism. (09:53) - Why Our Minds Are Drawn to Extremes. (13:59) - Strategies to Recognize and Manage Inner Propaganda. (16:01) - The Power of Nuanced and Dialectical Thinking. (18:01) - Influence, Persuasion, and Leadership in a Polarized World. (20:11) - The Importance of Self-awareness and Cognitive Humility. (22:06) - Practical Steps for Mental and Emotional Regulation. (26:02) - The Socratic Method and Deepening Understanding. (28:00) - Recognizing Manipulation and Polarization. (30:08) - The Future of Societal Narratives and Personal Beliefs. (32:11) - Building an Anti-fragile Identity and Belief System. (33:56) - The Challenges of Social Media and Attention Economy. (35:51) - The Power of Compassion and Empathy in Dialogue. (37:47) - Moving Beyond Us vs. Them Mentality. (39:57) - Practical Advice for Personal and Societal Change. (41:53) - The Role of Leaders in Shaping Beliefs and Culture. (43:54) - Next Steps: Awareness, Action, and Influence. (45:50) - Closing Thoughts and Resources for Further Learning.

    Better Decision Making With Owen Fitzpatrick - TWMJ #1059
  3. 10月18日

    High Performing Teams With Ron Friedman - TWMJ #1058

    Welcome to episode #1058 of Thinking With Mitch Joel (formerly Six Pixels of Separation). Ron Friedman is an award-winning social psychologist, bestselling author, and expert on the science of high performance (he's also a personal friend). His previous books, The Best Place to Work and Decoding Greatness, explored how organizations can create better workplaces and how individuals can learn from the world's most successful performers. Now, in his new book, Superteams - The Science and Secrets of High-Performing Teams, Ron turns his attention to a deceptively simple question: What separates extraordinary teams from everyone else? Drawing on research involving thousands of professionals across industries, he reveals that the best teams aren't necessarily the ones that collaborate the most, work the longest hours, or have the most talented individuals. Instead, they excel at protecting their time, energy, and attention, making one another better, and continuously learning and improving. Ron and I have known each other for years, and in this conversation, we explore why most organizations misunderstand teamwork, how the modern workplace has become an endless cycle of meetings and distractions, and why individual productivity can sometimes undermine collective performance. We discuss the surprising finding that high-performing teams are just as likely to work remotely as they are in an office, the importance of shared goals and interdependence, and why the best teams find meaning in belonging to something bigger than themselves. We also dig into how AI is changing team dynamics, why some employees hide their use of these tools while others openly share what they're learning, and what leaders can do to create the psychological safety necessary for people to challenge themselves, make mistakes, and grow. From meeting-free days and protecting deep work to the science of recovery and the delicate balance between healthy pressure and toxic expectations, Ron makes a compelling case that great teamwork isn't about squeezing more out of people... it's about creating the conditions where people can bring out the best in one another. Enjoy the conversation... Running time: 58:21. Hello from beautiful Montreal. Listen and subscribe over at Apple Podcasts. Listen and subscribe over at Spotify. Please visit and leave comments on the blog - Thinking With Mitch Joel. Feel free to connect to me directly on LinkedIn. Check out ThinkersOne. Here is my conversation with Ron Friedman. Superteams - The Science and Secrets of High-Performing Teams. The Best Place to Work. Decoding Greatness. Follow Ron on Instagram. Follow Ron on X. Follow Ron on LinkedIn. Chapters: (00:00) - Introduction to Super Teams. (01:31) - Defining Super Teams and Their Characteristics. (03:21) - Research Methodology and Findings. (06:08) - The Importance of Office Environment. (08:35) - Work-Life Balance and Hustle Culture. (11:36) - Team Dynamics and Super Teams. (14:04) - Impact of AI on Team Performance. (17:21) - Invisible Rituals and Team Chemistry. (20:38) - Post-COVID Work Dynamics. (23:27) - Redefining Work in a New Era. (24:18) - The Meaning of Work and Team Dynamics. (26:27) - The Impact of Work Environment on Super Teams. (30:55) - Protecting Attention for Enhanced Team Performance. (36:16) - Balancing Challenge and Psychological Safety in Teams. (40:47) - Creating Opportunities for Learning in Teams. (43:06) - Optimism and Actionable Insights for Leaders.

    High Performing Teams With Ron Friedman - TWMJ #1058
  4. 10月11日

    How Change Really Works With Julia Dhar - TWMJ #1057

    Welcome to episode #1057 of Thinking With Mitch Joel (formerly Six Pixels of Separation). Julia Dhar is a leading voice in behavioral science and organizational transformation, and the founder of the Behavioral Science Lab at Boston Consulting Group. A three-time World Schools Debating Champion and TED speaker known for her work on productive disagreement, Julia has spent much of her career exploring a deceptively simple question: Why do organizations invest so much time, money, and human potential in change... only to fail so often? In her new book, How Change Really Works - Seven Science-Based Principles for Transforming Your Organization, co-authored with Kristy R. Ellmer and Philip Jameson, she challenges the conventional wisdom that people are naturally resistant to change. Instead, she argues that leaders routinely misunderstand the psychology of transformation, confuse agreement with alignment, and underestimate the importance of giving people genuine agency. In this conversation, Julia and I explore why so many organizational transformations fail, what the current rush toward AI reveals about the disconnect between leadership and employees, and why simply announcing a new strategy doesn't mean anyone will embrace it. We unpack her research on "change distance," the gap between executive enthusiasm and employee expectations, and examine why optimism, clear expectations, and agency are essential to making change stick. We also discuss the power of storytelling in transformation, why leaders must choose between narratives of threat, fitness, and destiny, and how even successful change initiatives can quietly unravel when the initial excitement gives way to boredom. Throughout our conversation, we wrestle with the difference between involving people and actually empowering them, the danger of AI creating more homogeneous thinking, and why building collective confidence may matter more than another ambitious strategic plan. At the heart of Julia's work is a powerful idea: people don't necessarily resist change... they resist change that doesn't make sense to them, doesn't account for their reality, or leaves them feeling that their actions don't matter. Enjoy the conversation... Running time: 58:21. Hello from beautiful Montreal. Listen and subscribe over at Apple Podcasts. Listen and subscribe over at Spotify. Please visit and leave comments on the blog - Thinking With Mitch Joel. Feel free to connect to me directly on LinkedIn. Check out ThinkersOne. Here is my conversation with Julia Dhar. How Change Really Works - Seven Science-Based Principles for Transforming Your Organization. Behavioral Science Lab. Boston Consulting Group. Follow Julia on LinkedIn. Chapters: (00:00) - Introduction and guest background. (02:05) - Behavioral science principles for change success. (04:07) - Generational and cultural aspects of change. (08:31) - The role of collaboration and collective effort. (12:38) - The power of points of view and clear messaging. (15:44) - Homogeneity and originality in AI-generated ideas. (16:40) - The importance of storytelling and symbols. (25:44) - The impact of culture and collective belief. (30:23) - The disconnect between leadership and employees. (36:58) - The reality of operational challenges. (40:38) - Baking a bigger pie versus limiting slices. (41:26) - The power of storytelling in change. (47:48) - The human need for purpose and impact. (49:21) - Understanding agency and human capacity. (52:21) - Building and demonstrating agency. (54:50) - The importance of impact and feedback. (55:54) - Connecting with Julia and resources.

    How Change Really Works With Julia Dhar - TWMJ #1057
  5. 10月4日

    The Human Side Of Business With Mike Michalowicz - TWMJ #1056

    Welcome to episode #1056 of Thinking With Mitch Joel (formerly Six Pixels of Separation). Mike Michalowicz has spent much of his career trying to solve a problem he describes simply: eradicating entrepreneurial poverty. As the bestselling author of Profit First and numerous other books on entrepreneurship and business, Mike has built a body of work around challenging conventional wisdom and finding practical systems that work with human behavior rather than against it. He's also an old friend, which means our conversations have a tendency to wander into some unexpected places... and this one certainly does. His latest book, The Money Habit - The Worry-Free Way To Financial Independence, takes the thinking behind Profit First into personal finance, arguing that financial independence isn't about forcing ourselves into budgets, sacrifice, and behaviors we'll eventually abandon... it's about designing a system around the habits we already have. But our conversation ranges well beyond money. We explore what AI could mean for entrepreneurs and small businesses, whether automation will actually give us more free time or simply create more opportunities to work, and why contemplation may become increasingly valuable in a world determined to eliminate every idle moment. We wrestle with whether everyone actually wants "meaningful" or creative work, why AI may be exposing the limitations of many jobs rather than simply replacing them, and what happens when everyone uses the same technology to pursue the same so-called best practices. From there, we get into something Mike and I both spend a lot of time thinking about... books, ideas, creativity, and why certain things break through while others don't. Success isn't always a meritocracy. Great work isn't necessarily what becomes popular. And efficiency isn't necessarily the same thing as progress. Perhaps the opportunity with AI isn't to automate our humanity away, but to use these new tools the way Picasso used the camera... allowing technology to disrupt the old craft while opening entirely new forms of human expression. Enjoy the conversation... Running time: 58:49. Hello from beautiful Montreal. Listen and subscribe over at Apple Podcasts. Listen and subscribe over at Spotify. Please visit and leave comments on the blog - Thinking With Mitch Joel. Feel free to connect to me directly on LinkedIn. Check out ThinkersOne. Here is my conversation with Mike Michalowicz. The Money Habit - The Worry-Free Way To Financial Independence. Profit First. Mike's other books. Mike's many podcasts. Follow Mike on Instagram. Follow Mike on LinkedIn. Chapters: (00:00) - Introduction to Mike Michalowicz and His Mission. (02:55) - The Role of Contrarian Thinking in Business. (06:11) - Current Economic Landscape and Entrepreneurial Challenges. (08:59) - AI's Impact on Small Businesses and Creativity. (11:57) - Finding Time for Contemplation in a Busy World. (14:57) - AI as a Tool for Efficiency and Human Connection. (18:03) - The Future of Work: Balancing Automation and Human Touch. (21:02) - The Dichotomy of Work: Creative vs. Repetitive Tasks. (23:58) - Content Creation in the Age of AI. (26:57) - The Future of Business in an AI-Driven World. (31:32) - The Illusion of Best Practices. (34:00) - The Emotional Nature of Success. (37:42) - The Importance of Communal Experiences. (40:44) - Technology vs. Human Experience. (43:06) - The Shift in Book Culture. (49:22) - The Challenge of Writing and Consumption.

    The Human Side Of Business With Mike Michalowicz - TWMJ #1056
  6. 9月27日

    Axios And The Art Of Simplification With Roy Schwartz - TWMJ #1055

    Welcome to episode #1055 of Thinking With Mitch Joel (formerly Six Pixels of Separation). Roy Schwartz is the co-founder of Axios and CEO of Axios HQ, where he has helped redefine how organizations communicate in an age of information overload. Before launching Axios alongside Jim VandeHei and Mike Allen, Roy helped build Politico into one of the most influential political news organizations in the world. Today, Axios reaches millions of readers through its distinctive Smart Brevity format, while Axios HQ helps some of the world's largest organizations communicate more clearly and effectively. In his new book, Simplify - Do 50% More With 50% Less, Roy argues that our biggest challenge isn't a lack of productivity... it's toxic complexity. As AI accelerates the pace of work, organizations and individuals alike risk drowning in meetings, emails, processes, and information unless they deliberately simplify how they operate. In this conversation, Roy explains why concise communication has become a competitive advantage, how Smart Brevity evolved from a newsroom philosophy into a business operating system, and why audience-first thinking is more important than ever. We also explore the future of journalism in an AI-driven world, the economics of modern media, how AI can strengthen editorial judgment without replacing it, why trust has become the most valuable asset any news organization can possess, and what leaders can do to reduce "work slop" before AI creates even more of it. Throughout the conversation, Roy makes the case that simplification isn't about saying less... it's about making what matters impossible to miss. Enjoy the conversation... Running time: 53:41. Hello from beautiful Montreal. Listen and subscribe over at Apple Podcasts. Listen and subscribe over at Spotify. Please visit and leave comments on the blog - Thinking With Mitch Joel. Feel free to connect to me directly on LinkedIn. Check out ThinkersOne. Here is my conversation with Roy Schwartz. Simplify - Do 50% More With 50% Less. Smart Brevity. Axios HQ. Axios. Follow Ray on X. Follow Ray on LinkedIn. Chapters: (00:00) - Introduction and Roy's background. (02:08) - The origin of Axios and its media approach. (04:01) - The role of smart brevity in journalism. (06:47) - How Axios breaks news effectively. (09:52) - The impact of AI on news and communication. (14:55) - Building trust and brand with journalists. (20:00) - The evolution of Vice and media valuations. (25:05) - The sacred cows of media and advertising. (30:06) - Using AI to augment journalism and corporate communication. (34:59) - Strategies for internal communication and reducing content overload. (39:56) - Preparing for rapid change and simplification. (44:54) - The future of content, trust, and AI in media.

    Axios And The Art Of Simplification With Roy Schwartz - TWMJ #1055
  7. 9月20日

    Creating The Apple Store And Reinventing Retail With Ron Johnson - TWMJ #1054

    Welcome to episode #1054 of Thinking With Mitch Joel (formerly Six Pixels of Separation). Ron Johnson is one of the most influential retail innovators of the modern era. Best known for creating the Apple Store(alongside Steve Jobs), he helped redefine what a physical store could be, transforming retail from a place that simply sold products into a destination centered on service, learning, and human connection. Before Apple, Ron helped reshape Target's merchandising strategy through groundbreaking designer collaborations, and later served as CEO of JCPenneyduring one of the industry's most ambitious retail transformations (and it did not go well). In his new book, Shop Different - How Retail Revealed Apple's Genius, Ron offers an insider's account of working alongside Steve Jobs to build one of the world's most successful retail organizations, while reflecting candidly on both the triumphs and the setbacks that shaped his career. In this episode, Ron shares the thinking behind the Apple Store, the creation of the Genius Bar, why physical retail remains more relevant than ever, and what today's retailers continue to misunderstand about customer experience. We discuss the lessons from JCPenney, the dangers of dynamic pricing, why great retail is built on trust rather than transactions, and how successful brands create places where customers want to belong instead of simply places to buy. We also explore the future of AI in retail, experiential shopping, direct-to-consumer brands, and why technology should remove friction behind the scenes while making human interactions even more meaningful. Throughout the conversation, Ron returns to a simple but powerful idea: the best retailers don't win by selling more... they win by serving people better. Enjoy the conversation... Running time: 54:51. Hello from beautiful Montreal. Listen and subscribe over at Apple Podcasts. Listen and subscribe over at Spotify. Please visit and leave comments on the blog - Thinking With Mitch Joel. Feel free to connect to me directly on LinkedIn. Check out ThinkersOne. Here is my conversation with Ron Johnson. Shop Different - How Retail Revealed Apple's Genius. Follow Ron on L:inkedIn. Chapters: (00:00) - The Journey of Ron Johnson: From Apple to JCPenney. (03:02) - Transforming JCPenney: The Vision and Challenges. (06:05) - Understanding Customer Dynamics in Retail. (09:01) - Brand Loyalty vs. Pricing Strategies. (11:58) - The Treasure Hunt Experience in Retail. (15:00) - Dynamic Pricing: The Future of Retail? (18:13) - Apple Store Innovation: A New Retail Paradigm. (21:07) - The Evolution of Apple Products and Retail Strategy. (29:52) - The Evolution of Apple and Its Cultural Impact. (31:27) - The Genius Bar: A Community Hub. (34:56) - Training and Empowering Customers. (36:40) - The Future of Retail: Adapting to Change. (39:53) - The Role of AI in Retail. (40:23) - The Resilience of Physical Retail. (43:36) - The Importance of Physical Presence. (45:43) - Experiential Retail: Food and Community. (49:15) - Creating Scarcity and Excitement in Retail. (51:50) - The Power of Physical Connection.

    Creating The Apple Store And Reinventing Retail With Ron Johnson - TWMJ #1054
  8. 9月13日

    Great Companies With Eric Ries - TWMJ #1053

    Welcome to episode #1053 of Thinking With Mitch Joel (formerly Six Pixels of Separation). Eric Ries is one of the most influential entrepreneurs and management thinkers of the past two decades. Best known as the creator of the Lean Startup movement, his ideas fundamentally changed how founders, innovators, and established organizations build products, test ideas, and bring innovation to market. His work has shaped startups, Fortune 500 companies, governments, and nonprofits around the world, earning him recognition as one of the defining voices on modern entrepreneurship. In his latest book, Incorruptible - Why Good Companies Go Bad... And How Great Companies Stay Great, Eric turns his attention to a much deeper question: why do organizations that begin with strong values and bold missions so often lose their way? Drawing on years of advising founders and studying corporate history, he argues that corruption is rarely about bad people... it's about systems, incentives, governance, and what he calls "financial gravity," the invisible forces that slowly pull organizations away from the very principles that made them successful in the first place. In this conversation, Eric explores why mission-driven companies outperform over the long term, how corporate governance can preserve or destroy an organization's purpose, and why stewardship may be one of business's most undervalued leadership traits. We also discuss the unintended consequences of shareholder primacy, what today's AI revolution can learn from previous waves of technological disruption, and why the future belongs to organizations that are intentionally designed to remain true to their values even as they scale. It's a thoughtful conversation about leadership, innovation, governance, and what it really takes to build companies that endure. Enjoy the conversation... Running time: 53:30. Hello from beautiful Montreal. Listen and subscribe over at Apple Podcasts. Listen and subscribe over at Spotify. Please visit and leave comments on the blog - Thinking With Mitch Joel. Feel free to connect to me directly on LinkedIn. Check out ThinkersOne. Here is my conversation with Eric Ries. Incorruptible - Why Good Companies Go Bad... And How Great Companies Stay Great. Lean Startup. Follow Eric on X. Follow Eric on LinkedIn. Chapters: (00:00) - Introduction to Eric Ries and His New Book. (03:02) - The Journey of Lean Startup and Its Impact. (06:04) - The Dark Side of Success in Startups. (08:50) - Understanding Corruption in Business Practices. (12:11) - The Paradox of Enlightened Capitalism. (15:09) - Financial Gravity and Its Effects on Companies. (18:00) - Corporate Governance: The Need for Change. (21:13) - The Role of Structure in Business Success. (24:08) - Navigating the Stormy Seas of Business. (26:56) - Civic Renewal and the Future of Business. (28:51) - The Weight of Words: Redefining Corruption. (32:09) - Generational Perspectives on Business Values. (36:24) - Speed vs. Quality: The Business Dilemma. (42:20) - AI: A Double-Edged Sword for Society. (49:44) - A Renaissance of Mission-Driven Companies.

    Great Companies With Eric Ries - TWMJ #1053

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Six Pixels of Separation - Mitch Joel's weekly conversation with business leaders, thinkers, innovators and cultural icons. The show is about insights and provocations on brands, consumers, technology, business and how connected we've all become.

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