So back at Crocs and then now at Stanley, when you're thinking of listening to consumers, how do you do it? Is it through social media? Is it through surveys, focus groups?

The easiest thing in 2023, or 2020, when I joined Stanley as president, is social media, but also listening to your team.

It's probably rare that the CMO listens to an intern from a month ago, but that's what happened.

Thank goodness that Toria had the courage to knock on the CMO's door.

The first week when I joined Stanley, I interviewed my colleagues to say, "Hey, what's going well? What isn't? What's stop, start and continue?"

And Lauren Solomon, one of our brilliant sales associates at Stanley, told me that there was a group in Utah that had a genuine love for this little product called the Quencher, it was 40 ounces.

And immediately, I knew that that was it, because there was very little else at Stanley.

We were a 107-year-old American heritage brand.

We were known mostly for our hammertone green iconic bottle, which appealed to really a subset of largely men in the Pacific Northwest.

But I knew we had something there, and when Lauren told me about The Buy Guide and their love for the Quencher, I knew that was a place to start, going from what had been a traditional male green brand, that your grandmother brought to work as a teacher, or your grandfather brought to the construction site.