Navigating the Intersection of AI, Creativity, and Leadership

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In Episode 40 of The Exchange, Karen and Lenny dive into a dynamic array of topics, offering a multifaceted exploration of recent industry events and trends. From the captivating Insights On conference held at Yale University to the heartfelt celebration of Mother's Day, they traverse through a landscape rich with insights and developments. 

The conversation delves into the rebranding of Access Intelligence to Pulsar Group, signaling a shift in the industry's identity. They explore the intriguing crossroads of AI and creativity, shedding light on its impact on advertising testing and content creation. With the launch of forethought's AI brand, comms.ai, they examine its potential to revolutionize creative ideation and testing methodologies.

The team's enthusiasm resonates as they applaud Marianne Paco's appointment as CEO of Ipsos North America, underscoring the significance of her leadership in a traditionally male-dominated sphere. Reflecting on the evolving market research landscape, they spotlight Ipsos' pivotal role in driving industry progress through innovative thought leadership.

 As they navigate through discussions on market dynamics and the importance of data quality, the team advocates for proactive engagement with organizations like Insight Association to mitigate industry risks and stay abreast of emerging trends.

Many thanks to our producer, Karley Dartouzos. 

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Transcript 

Lenny Murphy: And we're live.

Karen Lynch: Hi everybody. 

Lenny Murphy: Wow, we did that perfectly.

 Karen Lynch: We did, we did. All we have to do is stop talking two minutes prior and we're good.

 Lenny Murphy: Or at least two seconds.

 Karen Lynch: At least two seconds, yeah.

 Lenny Murphy: Well, happy Friday, Karen.

 Karen Lynch: Happy Friday, Lenny. Happy Friday, everybody. You know, sometimes those Fridays just come and it's like, whoo, that is a welcome, a welcome day of the week.

Lenny Murphy: So I'm looking forward to it. Absolutely. This has been a crazy week and next week too. It's just really busy right now. Yeah. Well, and you just got back from a little trip.

Karen Lynch: My little adventure yesterday. Full disclosure, it's barely a trip for me. I mean, it's a half hour drive up to Yale University in New Haven. I was at the Insights On conference yesterday. It's still going on today. I only attended yesterday. That's put on by the Yale Center for Consumer Insights and the Yale School of Management. And I had never been to this event before, but I figured, you know, I'm only half an hour away. This is a good year, you know, good year to head on up. And it was really nice. It was, I don't know, I can hardly really describe it because the sessions were so unlike the other industry events in that they were, first of all, they were long, they were very in depth. And by long, I mean, you know, an hour, very in-depth conversations, and just hit pretty high-level topics. It was really indicative of being at a school of management, high-level leadership, and kind of how the insights industry really feeds into that. It was very cool. And so many of our partners were there, so that was really exciting for me as well. I didn't expect that. I don't know what I expected, but I didn't expect to see so many of our partners. Stravito was there, and Skim was there, and Discuss.io was there, and Sponsored by Suzy, and Ipsos was there, and Material was there. It was just a lot of people that showed up for this little event, so pretty cool.

Lenny Murphy: And some heavy hitters from the brand side as well, some real thought leaders.

Karen Lynch: Yeah, I mean, you know, Stefan Gans, who is going, you know, spoiler alert, he's going to be on our podcast quite soon. He's the SVP, Chief Insights and Analytics Officer at PepsiCo. And Nick Graham, who's, you know, also part of our ecosystem. Also SVP, Global Head of Insights and Analytics at Mondelēz now. They made a little bit of comments about how he's from Pepsi. That was kind of fun to see that all play out. But anyway, and Jing Murtugli, Global VP of Insights and Analytics at Beam Suntory. You know, we had Colgate-Palmolive there. We had LPGA there. That was very cool. He's on my list to reach out to, to maybe get him in North America next year. Fingers crossed. JPMorgan Chase, you know, HP, AB InBev, just DoorDash. It was like there were eight talks throughout the course of a single day, but there were some heavy hitters pretty high up in organizations. So talking about, like I said, this high level stuff. Today, again, I'm not there because I had too much to do here, but it's highly academic with researchers from UCLA. I have the list right here. UCLA, University of Chicago, Washington University in St. Louis, Duke, Stanford, University of Rochester, you know, and of course, Yale School of Management again. But today was a highly academic day, which would have been really interesting if I could take two days out, but

Lenny Murphy: Sure. Yeah. Plus our, our dear long-term friend, Stan. Stan from Coke, Stan for you, Lever, that's it. Now Stan, you know, just an independent advisor across the board.

Karen Lynch: I just don't know that there's a nicer human being in the industry. And I know we've probably, I've probably said that exact thing before, but he's so kind and, you know, still showing up even though he's retired, you know, still showing up and still doing the thinking and, uh, the engagement. I mean, just, I feel very blessed to know that, know that man.

Lenny Murphy: So absolutely, absolutely. Stan's great. So cool. Uh, and so you had this wonderful experience and now we're heading into a, a, uh, significant weekend in a variety of ways. First, happy Mother's Day to you and to all the other mothers.

Karen Lynch: Thank you. Yes, happy Mother's Day to everybody who's a mother, not me, but actually to myself too. Mother's Day is probably, fun fact, my favorite day, even more so than my own birthday. I really like Mother's Day because it's like motherhood is such a big part of my identity and those people are like, I would rather be with the people that made me a mother than just, you know, anybody else in the world. So I really just love Mother's Day so much. And I get to see my own mother. She's not that far from me. So it's, you know, the full circle of motherness is happening in my world.

 Lenny Murphy: No, very cool. Enjoy. And we may even get a light show over the weekend. So PSA, it's amazing how many people I've spoken to already who are not aware that there is a massive geomagnetic storm watch. The sun has sent out, as of this morning, six X-class flares heading directly for us. Hopefully we will just get like the aurora throughout the Northern hemisphere and not the, oh, all of our electronics are fried elements of things. So.

Karen Lynch: Yeah, I'm not terribly concerned about that, but I am concerned that the clouds don't move out of the way because I will set my alarm for 4 a.m. I read locally at 4 a.m. Might be the best time for us here, you know, in Southern New England to kind of wake up and look outside. I will set my alarm to see if the clouds are gone and there's any hint of anything, but I don't know. Fortunately, I'll go back to bed after that. If it's not, I'll look outside and I'll say, you know, yay or nay, whether I'm going to put in any effort here, but I would love to see it, the Northern Lights. It'd be beautiful.

Lenny Murphy: Yeah, absolutely. That'd be very cool. So, all right. And then, uh, speaking of, uh, of beautiful, should we talk about, uh, industry developments, uh, in news, this beautiful industry that we're in.

Karen Lynch: So. Yes, it is a beautiful industry that we're in. We're celebrating. So, yeah. Well, you know, we don't usually, this one was really interesting. I sat with this for a while. We don't usually share kind of, you know, the people, the hirings and the promotions and all that.

Lenny Murphy: This one is different.

Karen Lynch: This one is different, right? So the appointment of Marianne Paco as CEO of Ipsos North America. And I like it for a couple of reasons. First of all, you know, female CEOs, like I'm all on board when there's a female CEO. We did a lot of talking at the event that I went to two weeks ago about where all the female CEOs were, like, why are they not on stage? Like, anyway, so I'm really excited about that.

Lenny Murphy: Yes. And Marianne is a legend, right? I mean, she has been in very senior roles throughout the industry for a very long time. I mean, my entire career, I suspect yours as well. Right. She's always one of those names. I have never had the pleasure of meeting Marianne. We've exchanged emails or whatever, but we've never met. But big deal, big deal for Ipsos, big deal for the industry, really super experienced, thoughtful player. And yeah, I think that shows also the commitment for Ipsos in the US overall as a major market to put somebody like Marianne in that leadership role. So a plug for Ipsos Mori, the UK arm of Ipsos, one of our EU sponsors.

Karen Lynch: Yep, yep. I'm looking forward to seeing them there. And I'm sure that this news is making the entire organization take note. So it's good stuff.

Lenny Murphy: Yeah, and one last with that, in this context, we saw what the big four, right, with Ipsos, Kantar, Nielsen, GFK. Yeah. That's not the world that we're in now. So when we think about full-service market research firms, there's Ipsos.

Karen Lynch: Yeah.

Lenny Murphy: They are in a unique position. I mean, Kantar, you know, is still certainly a significant player, but you know, they're in a different journey as a business. The GFK and Nielsen Merge, they're NIC, you know, they're very specialized. The, and Ipsos is the dominant full-service market research company on the planet. And that's not, there's many others coming up behind them, right? We're, we live in arrogant times, but they, they just serve, at this point, a very unique role and have a very unique position in the industry. So, yeah.

Karen Lynch: And, you know, they always, you know, each one of our events, there are, you know, we put out these call for speakers and we're really looking for something either very unique, as you know, having done what I do also, you know, you're looking for something that's really unique or, you know, incredible thought leadership, pushing the industry forward. Great if they have brand side speakers also that you know that always helps with their call for submissions but if so this is pretty pretty reliable to put forth some good thought leadership to like they understand they understand the assignment of a call for speakers you know and they're they're doing great work but they're also doing great thinking.

Lenny Murphy: Absolutely absolutely there's a reason why they're obsessed while they're in the opposition right we sometimes we get kind of It's because of consolidation. Well, that helps, right? I mean, yes, acquiring companies, big companies get bigger by growing and consolidating a piece of that. But it's not only, if you didn't do good work, then no matter who you bought, it wouldn't make a difference. All right, well, speaking of good work too.

Karen Lynch: Yeah, speaking of growing, good work, growing, you know, two topics that go hand in hand. So Access Intelligence has officially changed its name. They're now the Pulsar Group. So I, you know, Lenny, I don't know how familiar you are with the Pulsar platform, but you know, I love seeing about these, you know, move to publicly traded companies.

Lenny Murphy: Yep, absolutely. So a shout out to Francesco and the team. At Pulsar. I knew them back when they were part of Face and I was actually an advisor of Face Group many, many moons ago before Pulsar became the thing. So long, long journey, great work. Now another publicly traded company in the insights space. It's always great to see that happen. So on the London Stock Exchange. So very cool. Very, very cool. Congratulations to everybody and we'll look forward to seeing where they go. I always appreciated their platform. They were early in social media analytics, but they became so much more, and they had a very thoughtful approach to specializing around specific elements and business issues. So it was a differentiator for them than just a tool. The, so that's obviously paying off.

Karen Lynch: Yeah, yeah, I know. Well, I just started trading this week. So we'll see. We really need Lenny, you got to do this more, you really need that list of what are the companies that we're tracking their performance on? You know, anyway, I'm sure you have some of that. But every time we mentioned something like this, I'm like, we really should circle back and see how they're doing. So maybe Oh, idea. Maybe we do that on our one year anniversary as we talk about, you know, the performance of these companies that, you know, we reported we're going public on the course of this past year.

Lenny Murphy: Anyway, Absolutely. I know if you looked at my investment portfolio, you would see quite a few of these companies. And just because, you know, because I want to show them some love.

Karen Lynch: But anyway, Although another segue, speaking of showing people some love. 

Lenny Murphy: Yes.

Karen Lynch: I'm really excited about this one, because we're talking about forethought, and their AI brands, comms.ai, you know, launched this week, you know, a tool that generates creative ideas for advertising testing to test with Ruth. Consumers, all with this AI customization. But the firm's founder and executive chairman is Ken Roberts, and he's one of our channel hosts. So that's exciting for us. I'm really happy to see this one and see some of the growth of that company.

Lenny Murphy: Absolutely. Ken, longtime friend of Green Book, great guy, and yes, the thought leadership. What's interesting, though, about that product, let's talk about it for a second, because it generates creative ideas That are tested. So rather than being just a Just a testing platform. Yeah, they're leveraging AI on the front end. Yeah for creative concepts and then testing those that are Welcome to the Welcome to the new world, guys. And their whole thing has always been around understanding emotion and impact and values, kind of nonconscious measurement from that standpoint. So that's all baked in. So yeah, cool. We will see more of these things.

Karen Lynch: Yeah, and I just want to add a little context to it, because Yesterday, there was a really poignant statement from Carla Hassan. She's the CMO at JPMorgan Chase. And she, at one point, was talking about content. So my ears are perking up, right? But she's talking about how people who typically do their writing, she is working on shifting their jobs from writing to editing. And really, you know, nurturing the latter skill set over the former. And I just thought that's a really interesting way to think about it. So you think about like these creatives who, you know, their egos could be really in the way here, just like a writer's ego could be really in the way here. But if your role is shifting from taking what generative AI can assist with, and then taking it further, developing it further, making it better, making it stronger. You become a creative developer, not just a creative one. Take these AI ideas that are testing well and then blow them out. Anyway, that was just one little nugget from yesterday that I think is highly applicable when you're trying to wrangle this space of generative AI as a creator. It's not going to be the equivalent of a human creator, but it could give the creator their leg up, a significant leg up.

Lenny Murphy: Yep. So long time listeners, and you specifically will appreciate this. I finally started using co-pilot in the last week or so to create. I'll tell you very specifically from a green book standpoint, our tech showcase, and I needed to create a deck for the tech showcase. And I had an incredibly short period of time. So I had this I thought, well, and the topic was chatbots. And so I used Copilot to create that deck and presented like, look, here's an example. And those who know, I have been resistant to doing that. Because of my lewd-eye tendencies. Morally, I just know me. I don't want to become dependent on that from a creativity standpoint.

Karen Lynch: I was thinking of you yesterday because one of the things that Stefan said was that he doesn't see laziness as a bad thing when it comes to AI. He doesn't see that as a bad thing. And as soon as he said, I don't think laziness is a bad thing, I thought of you and I was like, I wish Lenny was here. I'd start elbowing because His point was, you become so busy, you don't have time to do the thinking that we need to do, right? The kind of reflective thinking that happened at an event like yesterday for me. I was on fire. Or the type of critical thinking we need to do as business leaders. And another quote from him, creativity gets buried under a ton of work that we need to get through. So it's not laziness, right? It's allowing your brain to actually do the more important thinking if you let the tool do some of the other stuff. So reframing all of that for you, it's a big deal.

Lenny Murphy: It was...

Karen Lynch: I'm so- Proud of you, Lenny, very proud.

Lenny Murphy: Well, so we've been beating the horse, you got the horse, right? I do. We must adopt, we must, we must, we must.

Karen Lynch: This is the living side of the horse though, because every time I see this side, I do this. You just focus on that.

Lenny Murphy: But I was being hypocritical and now I am not. I can be accused of many things, but now it is not hypocrisy when it comes to this. I dived in. Finally, resistance is futile, guys.

Karen Lynch: Yeah, yeah, well, you know. I think that's all good. Jing actually said yesterday in the same subject, I just keep looking at my notes there, she said you can't, she quoted somebody else had said this, I think, but you know, you can't think if you're being chased by a tiger and the tiger meaning all of the work that we have to do, you can't think. The whole idea that these tools, if used the right word, I mean, used the right way, will allow us to do more thinking, which on some level, how many times have we around here said, you know, part of why we're in this job is to think, but we don't have time to think. So I'm sure that's, I am assuming that's a concept that resonates with people who are too busy to think. So yeah, good for you. More thinking. Let it...

Lenny Murphy: That is what needed to happen.

Karen Lynch: I had to master it, right? You're the boss, man.

Lenny Murphy: That's well, I don't know about all that, but the, uh, uh, so on a similar, uh, note, um, I assume new products. Let's, let's go through, uh, through this, the, uh, uh, survey, S U R V E I.me. Yeah. Collection. Uh, what jumped out at me is another example, uh, coming that, you know, they're using research technologies and approaches from a whole other angle.

Karen Lynch: Yeah, and also the usability or the ease of the user interfaces. And that's what's starting to strike me about some of these new products that are coming up is, you know, when you click on, you know, many of the websites where they have tools, the tool is kind of built into a very complicated site. But when a new product like this pops up and it's actually quite simple, It makes me feel like this will be simple to use. So from a usability standpoint alone, people should be checking out these new tools because they are saying, here's my tool, here's its use case, and they're keeping it from being too complicated, which I think is helpful in 2024.

Lenny Murphy: Yes, and it is democratizing insights and broadening, making the pie bigger, right? And that's an important consideration. I know there's still a lot of us that struggle with, you know, wait, we're giving guns to children. These tools are designed with best practices already in mind, right? They have a specific use case. And I think anything that broadens the utilization of research solutions and research best practices and thinking is an inherently good thing. And here's another example of that.

Karen Lynch: Yeah, did you look at this Measure Protocol? I have not clicked on this one.

Lenny Murphy: I do, so Measure Protocol, another past winner of the Insight Innovation Competition. And a little more, Measure came along during the great blockchain race of 2017, right, along with Bear Glyph and a whole bunch of other companies that were all playing with variations on the theme of personal data networks, et cetera, et cetera. Owen and his team have done a great job. They're not just still standing. They're the only one from that whole class of companies' innovation flurry that has succeeded and developed a really great commercial business. They introduced their affinity and power index tools. They capture multiple data points of the consumer experience across the board, and they let the consumer monetize that fairly, and it's privacy compliant, and it's a great solution and they are growing and developing more use cases for the data from their user base. So yeah, and great. Another example of a past competition winner continuing to kick ass and take names.

Karen Lynch: Good things, doing good things. Yeah, that's cool. And you know, the next thing that we have to share is actually really interesting because it's a leg up, right? So Amazon has something now called Bedrock Studio, which is allowing or facilitating, aiding organizations who are experimenting with developing AI applications. So I'm like, all right, Amazon, I see what you're doing there, getting into that incubator aspect of the world, right? So pretty cool and pretty important to pay attention to as well, right?

Lenny Murphy: Absolutely. Simplifying the AI development and you think about Amazon's ecosystem, and they are, right? I suspect that one thing they're thinking of is, okay, plug these into the Amazon ecosystem and how they deliver more value. Around advertising and people don't wreck. I mean they do have the second largest advertising network in the world, right? So The There's a lot there that can be done with data and insights And of course their product the product volume the thing for shopper insights. I mean, there's tons and tons of things that the other media channels and that can be leveraged internally. So I'm guessing it's a piece of that, that they want to accelerate people developing tools that can be monetized and useful within their ecosystem.

Karen Lynch: Right, right. Well, and I mean, you know, on some level, there's a space for that, obviously. And, you know, I think about the analogy to what they did for a lot of authors, which is they just, you know, self-publish right into our ecosystem. And then, you know, those books you don't even necessarily see, you know, it's like akin to movies that go straight to streaming. You know, there's books that are going straight to the Amazon network without having to go through traditional publishers and all that. So they just streamline a lot of this for individuals who don't have a chance, right, to break it in a bigger way. So I'm sure this will allow opportunity for even more innovation for people that, you know, maybe they're just missing something that's not being recognized in a bigger way, but it can be recognized by a conglomerate.

Lenny Murphy: So it's kind of cool. Yep, absolutely. An interesting world.

Karen Lynch: Interesting world, so yeah.

Lenny Murphy: And then we get into, and we're doing, just me, I feel like we're doing really good on time. And we're doing, it doesn't feel, we got a lot to cover, but it feels like we're just kind of rolling on through in a very cadenced way. So now I'm going to ruin that.

Karen Lynch: No, you're not going to ruin that.

Lenny Murphy: I'm not? Okay, all right.

Karen Lynch: We can talk offline about why that is.

Lenny Murphy: Okay. Oh, yes. All right. Well, let's talk about this. These last three weeks. It's all you. You termed this navigating the ongoing challenges as a block of content.

Karen Lynch: It was really interesting. So we're we're now we are, you know, Lenny actually found this an article that speaks to a survey that GRBN, the global research, it's Andrew Cannon, which I didn't realize.

Lenny Murphy: Yeah, the Global Research Business Network.

Karen Lynch: There you go. There you go. I was like, interesting. So this is some research about how research firms are feeling about the risks involved. And it's worth a read, right? Whether you kind of agree with what this data depicts or whether you disagree with it, it's still interesting to read about, right? Because, you know, we're all part of that industry. So I'm basically saying that, you know, we're not, we collectively are not, are not convinced that the risks aren't large when it comes to data quality in particular, right? So.

Lenny Murphy: Absolutely. You want to pick up the horse?

Karen Lynch: Yeah. I shouldn't put it down. The thing is, I have to tell everybody, every time I do this, my dog gets this look in her eye. And the other day, I literally saw my dog staring at it. And I'm like, this poor little baby horse. I'm so worried about it and whether it gets consumed by Maggie at some point. But right over here, I take good care of it. OK, onward.

Lenny Murphy: Well, no, I think that, let's dig in just for a minute, because it is an important data point, right? We've known, and we know in the upcoming GRIT, in the GRIT form, in the GRIT report, et cetera, et cetera, I mean, adoption, you know, is, there's a lot of reticence still, but need to reiterate, and rightfully so, especially in this issue, you know, data quality, absolutely huge, huge issue, of course. But this, I still, what I tell every Gen Two client is, you can have all the reservations in the world that you want. That truck is still coming straight at you. So, right, and we, these are all important issues to navigate and work through. Absolutely. And we need to be a voice of reason and efficacy. But there ain't no sidestepping it.

Karen Lynch: Yeah, and I think what was interesting about this is, if you, you know, that, like the kind of the issues about quality and, and trust, they are sort of laddered up here into a company's reputation, right? So it's this kind of bring that makes it a little more personal. It's, it's, You know, yes, there's this existential, you know, threat to the industry. But also, if a company messes up, then it's a threat to that company's reputation. And that is, that was, that was a difference that when I read this, I thought, yeah, that's really interesting. Because there's the two, the two different risks, the risks at a meta level, and then at an individual firm level.

Lenny Murphy: Absolutely.

Karen Lynch: You don't want to take a chance on AI-generated work that then is wrong, and then that ruins your reputation. So you have to go into all of these tools, experiment with all of these tools, knowing the risks and then being able to mitigate them, having a plan in place.

Lenny Murphy: Yeah, and even back to the previous conversation around, you know, editing, right, that, but me, me utilizing this personal example, utilizing copilot to collect information that I needed to synthesize. That was a huge time saver, but I still needed to make sure that it was right. Yeah. So, right.

Karen Lynch: Yeah.

Lenny Murphy: Um, So we don't get to outsource our responsibility for accuracy and impact.

Karen Lynch: Yeah, and even yesterday, you know, one more kind of nugget from yesterday, this was, you know, Nick Graham, when they were talking about AI on that panel that he sat on, one of the thoughts that he had is kind of, you know, before you go into usage of these tools, make sure you have clarity on what needs you're solving for, like, just be really mindful, like, I am using this tool for this reason. Have that clarity of mind. What is the purpose? And then you'll be able to evaluate new tools, knowing what your business use case purpose is before you even start. And then that way you're not just blindly going into adoption. I just thought that was also very good advice.

Lenny Murphy: Absolutely. All right, two last things. I just saw an interesting article about the convoluted and privacy law system here in the U.S. Two-thirds of U.S. States have enacted or introduced comprehensive consumer privacy laws. We do need to stay abreast of those, and they're all different. So, in doing work in the U.S., remember, We have to check on those things. California may be radically different from Kentucky, for instance.

Karen Lynch: Right. And they're on the side of caution, for sure. When you're asked to share data, for example, think long and hard about, is there a privacy law I'm going to breach here? What do I need to look up to make sure that I can share this information?

Lenny Murphy: Yeah. And our friends at Insight Association, that's my recommendation is, you know, that's what they're there for. And they do a fantastic job keeping abreast of this stuff.

Karen Lynch: So, right. So we have Karley to share. We have one last article that really is just an interesting read, right to, you know, on the industry. So it's, you know, it's by Market Vision. We'll just share that. It's an interesting read. But, you know, we want to wrap in the last few minutes with some, you know, shameless plugs.

Lenny Murphy: Shameless plugs. Absolutely.

Karen Lynch: Grit forum IIX Europe. So yep, we're at first the grit forum. Lenny give them a heads up. That's next week.

Lenny Murphy: Grit forum next week you guys want the sneak peek on this Upcoming edition of grit. It's an important one. It really really is and this is where you'll get that sneak peek Karen are gonna give you a quick summary of king of the major highlights and then we're gonna have two panel conversations with different commentary providers on their take on sub pieces, but if you want to get a a get a jump on everybody else and get into thinking about the implications of the really profound information that we did, we are communicating in this report.

Karen Lynch: This is where you do it. That's Wednesday. Yeah. So cool. And then of course, registration is in full, um, full force registration for IEX Europe. So, um, we have a great agenda. We, I don't even, we, I don't think we have anything. I don't think we have anything left other than for people to register. We have a full agenda. We have, um, you know, a full sponsorship load. Actually, I think there were discussions about whether we can find more space. At our venue for even more, because demand is pretty high for this event. So anyways, yeah, it's pretty cool.

Lenny Murphy: The heels right behind that will be iX Latin.

Karen Lynch: Yeah. 

Lenny Murphy: So yeah. Guys, if you like the show, our events are This on Steroids. So we take all the best of everything and pack it into our events.

Karen Lynch: We do. We do. The best of everything. Well, the best of everything to your wife and the mother of your children.

Lenny Murphy: I should be a saintly wife, absolutely. So I will do that. We have big plans to make it nice for her. I hope that you have a wonderful weekend. Tim, I know you're listening. You better make sure that the kids treat Karen right.

Karen Lynch: I say to him all the time, I am not your mother. So his mother doesn't live close to us anymore. So I'm like, you worry about your mom. I can worry about my mom. But you sure as heck make sure my kids worry about me.

Lenny Murphy: Absolutely, that is the way to do it. All right, on that note, all moms have a wonderful weekend. Hope everybody enjoys seeing some Northern Lights and we'll talk to you again next Friday.

Karen Lynch: That's a deal. Thanks, everybody. Bye.

Lenny Murphy: Thanks, everybody. Bye-bye.