Hello there. It's your old pal Sean. Welcome back to the IBL South by Southwest expert showcase today. I am joined by yet another expert Jennifer from the Sway Foundation. How you doing Jennifer? The Sway Effect. Now it's your turn. Now I'm it done but I'm so sorry. The Sway Effect. Not Foundation. Now we're for proper. We are okay. There's a bottle. Okay the Sway Effect with Jennifer what are you guys up to? What's the what's the haps tell us what we need to know? Sway Effect is a marketing communications agency. We were started little under three years ago and we are at South by this week tomorrow we're going to have a panel focused on DNI and Mark Media and Technology Industry. That's cool. That's fun. What do you hope in people walk away with a during the panel that are understanding of something? Honestly more awareness. Yeah. These issues are of paramount importance. We all know that. We all want to understand how to get partake and how do we drive change and so hopefully there'll be some practical advice of some challenges and some solutions both in the media industries and the tech industry. Sure. Because honestly both have for a really long time had some issues to deal with. Yeah and unfortunately that is true and so with that if let's say I'm an executive and tech and I want to do a better job at being more inclusive. Where's some just easy steps I can take to be more mindful and do good job of bringing up the next generation? Set metrics. Set metrics of what you actually want to achieve and then measure it year over year. If you just go out there and say something without actually making things accountable or executives accountable it's not going to work. Right. Or your teams empower your teams to create a speak up culture where anyone can call out if something's not right. That's right. You're in a meeting and you think something's wrong call it out. If you don't create a culture like that it's not going to work. Exactly. And then hire the right people. We all don't know everything. We have to all work together to drive change. And if you're an executive that recognizes your blind spots hire people that can compliment it and then that'll help you actually drive what you need to drive at the organization. But you know I've seen it work. I've also seen it not work and you know the way that it really is the way you really see change happen is by just committing to it long term. That's that's a great point. So how can people get connected with the sway effect? How can people take some next steps? You can go to our website the swayeffect.com. You could also follow us on social media. You can follow us on Ible. My new account that was just set up. And we'd love to connect. Yeah that'd be great. Well wonderful. We'll give them some love. All it's wonderful work that you're doing. Jennifer from the sway effect. So lovely to meet you today. It's been time with you. I hope you have a great Southbyte panel and I'll be having a great rest of your time in Austin. Check us out tomorrow 1130. 1130. We're at is at the JW Marriott. JW Marriott. It's a fantastic spot. I'll see you there. Thank you. Bye.