CHRIS AUMUELLER FanWord

[MUSIC] Chris O'Muller is the founder and CEO of Fan Word. And if you haven't heard about it yet, you probably will at some time soon. Especially if you're in the College Athletics business or you're any kind of business that is using forward thinking technology to do media work in the 21st century. Chris, thanks so much for your time, I appreciate it. >> Thank you for having me, John. >> Absolutely, we met probably about the time you founded this company, former tennis player at the University of Nebraska. Has at least a couple of degrees from our fine institution and native of Germany, who came up with this idea. I don't know how many years ago, seven years ago that I'm going to change the world, right? I mean, probably longer than that, it was actually during my time as an athlete, when I first started thinking about this. And at that point, wanting to just give athletes a voice and help more athletes tell their stories. And that that why I guess has never really changed. But yeah, I mean, the idea for at least something like Fan Word of what it is today. And then seven years ago. >> Yeah, that's the why as we understand it, I'm sort of by the way, in today's interpretation of what the why is. But really, why did you think you could do this? Why did you think you could pull this off and make this happen? >> Well, I think first of all, I've always had an entrepreneurial plug my whole life. Growing up in Germany and even being a teenage boy, always had these ideas of starting stuff. And yeah, just being entrepreneurial. So I've always really loved that, loved the idea of being an entrepreneur. And then as I mentioned, when I was a tennis player for the Huskers, I just felt like that there were so many athletes with phenomenal stories that didn't necessarily get the spotlight or the attention that I felt like they deserved. And as I was kind of doing a little bit of research and started talking to some schools about their storytelling. I learned pretty quickly that many schools would love to give more athletes a voice and tell more stories, but just kind of struggled finding the time and the manpower to do so. And that's really, when I felt like there was maybe an opportunity to help. And yeah, 400,000 pivots later here we are. So a lot of lessons learned along the way too. I'm sure about to do this. So I guess maybe we buried the lead in some respects. What do you do? What is this? >> Yeah, I think today we will describe it as a sports tech company, software platform, if you will. But primarily for communication teams in college athletics and the tool that we've built, the platform that we've built is AI powered and helps them write storytelling content more efficiently. So then who do you work with? Who are your clients and what do you do for them? So we work with about 150 athletic organizations right now, I would say 90% of those partners are college athletic departments. So yeah, from big name schools like Colorado and Oklahoma and Nebraska to a lot of mid majors, a Liberty University in Oakland, a Little Rock, Tulsa, and then yeah, all the way down to small colleges like D2's, D3's, NAIs and Juco. So really across every single level of college athletics. Kind of explained to us then in what you do, the input of it, how does it work? AI generated sounds like that does most of the work. There has to be some human element in it. What is the human element in what you do? >> Yeah, totally, you can give you a little bit of the back story. So when we first started out back in 2018, not sure if you're familiar with the player's Tribune, but it was a platform that I was a big fan of and still I'm a big fan of it at the time. It was pretty revolutionary because they were telling stories or wrote stories first and foremost about these like star athletes, LeBron James, Steph Curry, whatever. And they wrote these stories from a first person perspective. So it was just a little bit of a unique and different take on story telling, if you will. And obviously, everybody knew LeBron James didn't necessarily write that story. But for fans, it felt like it came directly from the sale of LeBron James. And I wanted to kind of mimic that and bring that to college athletics. That's really how fan work started, if you will. And to this day, we do a ton of that story telling. We started out servicing schools and wrote these feature stories about their athlete first and foremost, but also about their coaches and other stakeholders, former student athletes at Turn Pro, for instance, we've done thousands of these stories. And again, we still do a lot of that today, so it's still a service that we offer to partners. And it came to a point where we struggled to kind of keep up a little bit with demand, because it was difficult to scale without technology. So when we actually started building the platform of what we call fan would assist today, which is that AI power tool, we first and foremost actually build it for us to scale our own process of, you know, how do we go about writing a feature story about it, say an athlete from start to finish and where can we kind of find some efficiencies or create some efficiencies. And as we were building this and school started working with it with us again, they were like, well, how can you turn around these stories so quickly? So we showed them and they were like, well, this is super cool. And we actually used this and we're like, sure, so we gave them access to our platform to use it themselves to write these stories more efficiently. And then they were like, well, this is really cool for feature stories. What about game recaps and player vios and staff spotlights and essentially other written content? And that's really how the tool has evolved. And yes, AI is an integral part of this and, you know, training the AI and optimizing the AI is really where we spend, I mean, month and month and month of work of, you know, once again, training the model and the technology. And that's really what kind of sets us apart today. Would you consider this a, here's a guy from a journalism college asking you a questions. Does this fit into journalism, storytelling, marketing, all of those, where does it fit? Yeah, all of the above. So I mean, our customer is a communications team, right? So in college athletics, if you work in athletic communications, you are the storyteller of the school and the ads who we serve, right? That's who's using our product to, you know, save time, create more content, write more content. And yeah, so it really fits into all the categories you just mentioned a little bit. And we do have people in marketing user tool. We have people in fundraising user tool to, you know, write more content and stories about maybe alumni and then kind of build that alumni engagement and strengthen that. So there's some broader applications, you know, as well, but communications is definitely the department that we serve the most. Part of me would say, and I guess the part that's talking right now would say, what kinds of jobs that humans have been performing are being replaced by this tool, if at all. Yeah, I look at it very differently. Because there's a very, you know, popular, I guess, saying that goes essentially on the lines of AI is never going to replace people. But people using AI will replace people not using AI and I wholeheartedly believe that. I mean, we look at AI as the tool, you know, AI is kind of the engine, but still requires humans to be the driver. And the tool is completely useless without humans using it. So I personally don't foresee, of course, like industries will change and will be impacted by this and maybe kind of the baseline of what's expected, you know, changes with tools like a chat CPT where you can maybe get some stuff done. But at the end of the day, it's just like a tool, like any other tool that was invented over the last 10, 15, 20 years. And you learning how to use it and, you know, take advantage of it to maybe do a job more efficiently and save some time and be more, yeah, essentially more beneficial to your employer. It's not any different here. So I don't think we're moving towards a world where anybody could just kind of replace, or any job could just be replaced by a simple AI tool, you know, how you use it is really where then folks differentiate into specialization of a particular tool for a certain profession is really, I think, where AI, you know, is incredibly powerful or can be incredibly powerful, but useless without people knowing how to use it and use it the right way. Yeah. And let's be honest, Chris, if you're working with a division two program or a division three program, there's probably one person on that staff anyway. And you're helping that one person do more work than that one person could do by herself or himself. I mean, that's really valuable in that just one little incident, that one little example, right? Yeah, you're spot on. I mean, doesn't actually matter if we're talking to it to a, you know, division one or even a power four power five school, or yes, to your point of the small college where maybe you have one or two people in charge of managing 20 sports, but even if it's a division one school, and you might have four or five folks, the response is pretty much the same. Everybody is busy. Everybody's plate is full. If you have a weekend, like a Friday where you have five games that you need to cover, you know, the amount of emails that we used to get it like 2 a.m. or 1 a.m. in the morning, you know, because they all have to write that game recap, for instance, after a game. Like, that's common across the board. And, you know, there's a lot of studies that came out recently about burnout and exhaustion and kind of like, you know, workload, particularly for communications teams. I mean, it's, it's incredible. Like, if you, if you actually think about it, what these, these people do, and I have the utmost respect for them, but everybody is busy and everybody's plate is full. And these, these communication professionals, they aren't tied to a 9 to 5 or 8 to 5 day. They work weekends. They work nights because of the game schedule. And yeah, as I mentioned, I mean, we got a lot of emails or they get a lot of emails again, after midnight on a Friday, on a Saturday, for weeks, you know, in a row and a month in a row, even. And, you know, us helping them save some of that time and maybe go home at 11 o'clock, you know, it's kind of, you know, it's really rewarding. So I don't have any idea if you work with Nebraska, Westland or a school like that, but you work with the University of Nebraska. And I'm going to use those two examples because they're familiar with the people who are around here, division, Wesleyan is a division three school, correct? And University of Nebraska is, you know, whatever it is, one of the big dogs in the kennel, right? So give us an example if you can, what you would do for Nebraska, Wesleyan and what you would do for University of Nebraska's athletic communications department, which is massive compared to many other schools. Yeah. So maybe a bit of a, I'm going to call it a bad example, but, but allow me to elaborate. Sure. So, so Nebraska, Wesleyan was actually a very, very first partner ever, great, about seven years ago. So they have a very, very special place in my heart. We did not, you know, we did, as I mentioned earlier, when we kind of started things out, we wrote feature stories, right, for schools, Nebraska, Wesleyan was one of those schools. And as I mentioned, we still do that to this day. And we actually do that for Nebraska, right? So Nebraska doesn't use our software, but they essentially asked us to write feature stories for them. And we use our own software to streamline that process, right? So it's usually more of a premium service, if you will, because, you know, Nebraska, in this case, doesn't have to even use a platform or use a tool and still get a lot of that content that you can produce with our tool directly from us. So they aren't using either of those schools or using our, or neither of those two schools use our software, but to maybe give you two other examples that kind of, you know, answer that question, you know, if you use a University of Tulsa, for instance, you know, and a division two or a division three in that region, they have access to the exact same tool. And they both have full unlimited access to all the features. And it's really up to them how they use it, right? So if Tulsa has 20 sports to support and the division two or division three school has 20 schools to support, they have a very, very similar workload as far as like, you know, games is concerned. They have probably similar amounts of, or potentially, you know, the D3 might have a lot more student athletes than the division one school, right? But, you know, how they use it, if they want to use it to tell more stories about, like, what feature stories about their athletes or coaches or alumni. It's all a matter of their strategic goals, right? But the workload of, let's say, games to cover and athlete bios to write and all that stuff is very, very similar, right? So we don't see much difference as far as, you know, whether you're division one school or even a Juco or a division school, as far as that is concerned. But people get really, really creative of how they use it and what they use it for, which is really cool to see, but you can't make any general assumptions to say, like, a division one school uses it that way while the D2 and D3 uses it this way, you know, so. And you started out in 2018, which is what you consider your birth year of fan word. And you were, you were the guy you relied on students and other people. I know you hired some of our students, you had interns, but you kind of did this yourself mostly in the beginning. How much have you grown? How big is your group now? Yeah, so today we're 13 or 14 people, but only four full times. So, for us, it was always, you know, we put strapped a lot and try to grow strategically, if you will, but you're right. Of course, when this whole thing started out and, you know, it was mostly me and, you know, got some help here and there, obviously from, you know, interns and folks that helped write and interview and all that stuff, which was great, but yeah, the first full time employee I brought on is now our CTO and he was single-handedly the most important thing that happened to this company. And that's really when we got into the, you know, more of the software and technology business about three years ago, three and a half years ago. So, yeah. So does he know that the CEO and founder of the company considers him to be the most important person in the company? Do you know that? I've told him that many times he, I don't think he loves this spotlight, but he sees it maybe a little differently, but yeah, it's just a fact. Yeah, so CTO, of course, is chief technology officer, right? Right. For the one person listening who doesn't know what that is, what have been the great challenges of putting this together, of you probably haven't realized the dream, but maybe getting closer to realizing the full dream of this. What have been the great challenges of getting to this point? Well, I think first of all, the dream is to do this, right? So I think I am living that to some degree, but as far as challenges, I mean, gosh, the entrepreneurial journey in general, constant roller coaster, and, you know, for me as a founder, that's very mission driven and passionate about what we do. It's difficult to not, you know, like you always say, or many people always tell me, like, don't let the losses, you know, get to you and don't write too high on the winds, like try to keep a little head at all times, which is difficult for me. So obviously every, every loss, if you will, or every, every, you know, back against the wall situation, has been a huge challenge, and I'm, you know, proud, not going to lie, of overcoming a lot of those challenges and still, you know, kick in, and now obviously things are going better than they ever have, but I know there's a lot of folks that probably would have thrown in the towel. And, you know, again, I'm proud of myself and the team to kind of write that out. And now we're, you know, seeing the biggest growth we've ever seen, and the most traction, and the most demand ever, and that's great. But as far as just like, you know, challenges as far as product or sales, obviously overcoming some of the, you know, perceptions of AI, particularly of people that may have used chat GPT one short wise and didn't necessarily get the results they were looking for, or people that just have a general aversion, you know, to AI, and, and, you know, maybe folks that have done things a certain way for 20 plus years. And now you're essentially telling them, hey, you should do it that way. But I think that's a normal and, and we never like, you know, criticize somebody for having these concerns and doubts. And, in fact, we try to educate and help people maybe look at it from a bit of a different perspective, like when you mentioned earlier kind of the, or I guess I've run it out the whole, you know, fear of AI, for instance, replacing people. I actually think that the, that people should be more, you know, scared of losing their job or getting replaced by not adopting, let's say, AI or, or, you know, going with the times and just my two cents, right? Just having these conversations, there will always be people that are reluctant to change or, or don't necessarily, you know, maybe see the value in it. And that's totally fair. And we respect that. But that is for sure from just a simple like product perspective, been the biggest challenge. So the lesson really is that, that John Schrader doesn't need to know exactly how AI works. But he does need to know how AI can make my work and life better and more productive. Is that fair? Totally 100%. And I think that there's, you know, folks sometimes, you know, when they, for instance, use AI, they kind of, I'm giving a really bad example right now, but if you write an article that takes you an hour to write, and you use AI for that, and it takes you five minutes, you know, to write, you can't compare that to the one hour article that, you know, you invested, right? But you've got to ask sometimes yourself, you know, what's the ROI of me spending an hour, let's say on this article, right? So, and again, this doesn't apply to every piece of content, right? But there are articles that, whether we like it or not, you shouldn't spend so much time on because we call it the time ROI, just isn't there. It's not like 50,000 people will see that article, right? It's maybe 50 people, 100 people depending on, you know, sport, maybe, and like size of the school. And what we're trying to do really is just simplify that and help them also understand, Hey, if you can free up 45 minutes here, right? And maybe the article is 90% there, right? Like we always tell them our goal with the product is to get you 90% there and 10% of the time, right? What can you do now with these additional 45 minutes? Can you use it for other content or other tasks that you've been meaning to get to that you can scale and just kind of, you know, put on the back burner or is it going home a little earlier and improve that work life balance of it, right? So that's, that's, you know, a different, different conversation. But I think to your point, you don't have to be an AI expert, you don't need to understand how it works. Our job is to make that as simple and seamless as possible and get you to that 90%, you know, high quality output as quickly as possible. When you get feedback from your clients about what we'd like you to do in the future, what, what you can do for us in the future. Can you share with us what those kinds of things they think they need? Yeah, I think so. So what we provide is already and hopefully this doesn't come across the wrong way, but it's incredibly useful and beneficial and really covers a broad spectrum of their, of their, at least a part of their job, their writing parts of their job. So improving what we've already built and further optimizing that, which, which can be, you know, little things like, you know, learn over time, how to write certain things. So, so, you know, I don't have to make the same edits over and over, right? Stuff like that, for instance. Or can we integrate, let's say, a record book where, you know, you can read some of the, you know, records from, from the previous decades and kind of gets integrated into which is stuff we're already working on and, you know, some of it already is released even. So long story short, it's about what we already provide, but optimizing it to save them even more time. And I would say 95% of our, of our product roadmap is direct feedback from, you know, 150-ish schools that we currently work with. And you could manage to do another 150. Could you manage to work with every one of the 4,000 colleges in America that play sports? We got a few more hands in here, for sure, yeah. And the rest of the world, right? I mean, do you have international clients? We had like three or four clients this year, earlier this year that use parts of our product, kind of as a pilot that worked pretty well. But I mean, let's not beat around the bush. We are a relatively small shop. I'm a big fan of honing in and focusing on, you know, your main market, your primary market. So I don't want to be, you know, going after 20 different industries, seeing what sticks, especially if we know we have something that's really solid product market fit and hopes, you know, serve the mission that we are, that we're really trying to become known for too. Do what you do and do it as well as you can. And that works. Yeah. Yeah. Independently without prompting, I had a conversation a few weeks ago with a gentleman, Phil Bergman, who works in Chicago at the University of Illinois, Chicago. And he uttered this. And I'm going to paraphrase this. He said, you know, right there where you are, John and Lincoln Nebraska are three of the outstanding sports technology companies, huddle of course, everybody knows that and open doors. I think many people know that. And then he said fan word as well. And people who don't know about fan word, they should know about fan word. He mentioned you in the same breath with huddle and open doors. How do you feel about that? Yeah, I mean, fantastic. Obviously, I mean, let's not beat around the bush again, like huddle and open doors are two of our big role models. And I think Lincoln and Nebraska in general is a fantastic supportive community. We're folks really want to see each other succeed at great relationships with the people at open doors and at huddle and, you know, fully aware that we're nowhere near, you know, an open door or a huddle as far as impact and size. But that's what we want to accomplish. And we're obviously in a different niche and a different market. And yeah, we want to become known as, you know, the leader in AI for college athletics. And I think you can make an argument that we already are leading AI in at least college athletic communications. And incredibly proud and excited to hear partners and Phil isn't even a partner, you know, and folks in the industry, in this profession, bring us up. And the last four months, we've actually heard that a few times, like not just, you know, obviously in the context of Nebraska and sports take in Nebraska, but yeah, just just kind of industry peers calling us kind of the leader in this. And yeah, I mean, gosh, we worked our butts off to be here. And we know that this will always be a rollercoaster, there will be times where things will be, you know, you know, different again than what they are right now. And I think part of entrepreneurship is just figuring out a way through and not giving up. And I think we have proven that over the years that were that were, you know, really, really good at that. So yeah, hearing stuff like this is, yeah, feels incredible. Were you a writer before you started this adventure? Did you consider yourself a writer? And if not, was that an obstacle at all? So I'm not sure my college professors would say, I don't think I would consider myself a good writer. I think I'm a decent creative writer or let me put it this where I at least always enjoyed it. So I'm actually not even a big reader, which is maybe a little odd if you think about what we're doing, but I love to read stories. I love to read, you know, storytelling content. So anything that kind of revolves around that, I'm a huge fan of. And yeah, I've always had a passion for it. Again, I like to write. It was a way for me in my early days and years, also to just kind of cope with certain things, you know, writing stuff down and just for myself, obviously. So yeah, don't think I would qualify as what people would define as a good writer, but yeah, I've always enjoyed it and still enjoy it to this day. I asked you a minute ago about the challenges of this job. What are the great joys of this adventure that you're on? I'm not sure how to put it in words, I guess, but yeah, I mean, it is, I like to feel things and, you know, being kind of in charge of your own destiny to some degree and building something from scratch. As I mentioned, it's always been kind of something I'm drawn towards and passionate about. And I think, you know, I don't know how I would do, you know, a regular eight to five, nine to five job. And I know I would do well, but I just can't turn off that brain, you know, just because the clock strikes five or whatever, right? I'm especially not this. Like I think about this constantly 24/7, I find a lot of fulfillment in just building this and serving. Now we are empowered to storytellers, right? So we empower the people that tell the athletes the stories day in and day out and, and, you know, my heart's in it. And I love the impact that we're that we're having on this industry and this, this profession and, you know, consequently on the athlete. So, yeah, just building it is really the joy, the journey with all the ups and downs. And I won't obviously deny that there are a lot of hard times when you're building stuff. And there's a certainly not for everyone, but yeah, I wouldn't have it any other way right now. I'm the communications manager of John Schrader University. And I've heard about Chris Amulur and fan word. And now I'd ask you if you would to give me your 30 or 40 second elevator pitch about what it is you do and, and, and how you do it. Would you do that for me, please? Yeah, I can do it probably in 10, but I would tell you that we that we build an AI powered storytelling platform that helps you write content storytelling content more efficiently. So that's probably the easiest way I would describe it. And then I would go into all the other stuff. So, well, that's pretty simple. You're hired. Thank you. Okay, I appreciate it. One final thing I mentioned early on that you are from Germany, you played tennis at the University of Nebraska. How did you end up in Lincoln? How did you end up here? And I know why you've stayed so long, but I'm going to ask you why you've stayed here since you came here as a college student. Yeah, I mean, tennis is very international sport in college athletics. So, for people to recruit globally is very, very normal. And I was a decent junior, so I was on the radar of six or seven schools that have reached out in Nebraska, obviously being one of them. And at the time, we had a German assistant coach, Jörg Badde, who reached out and just kind of wanted to chat. And yeah, first time we talked, I told him thanks, but no, because I already had my plans really laid out back home in Germany, which school I wanted to go to and what I wanted to do with my life. And then I started looking into it a little bit as other schools approached me as well. I was like, well, maybe I should give this a second look and talk to a couple of friends that have done college tennis. And yeah, I decided to give this a second chance or a second look. I should say, talk to Jörg again, and then I had a friend here actually at Nebraska that helped my decision and Jörg being from Germany, who could relate to maybe the culture and some of the challenges that international athletes face. Made me feel good. I actually never did a recruiting trip, which is very unusual. So I've never been to the US. I just signed at some point and I said, all right, let's do this. And then I had a very interesting first 72 hours here in Nebraska. But must you must tell what was what is that? Well, you know, first time really flying alone or certainly to that extent to the US. Again, never been to the US. Flight was canceled. You know, I had to kind of stay overnight in Chicago next morning or whenever I did my my my flights on got into to Omaha. I had to go straight to campus to do an English placement that test and have to do a math placement test without even, you know, making it anywhere else like no apartment or whatever was also caught off guard when I realized the apartment was unfurnished. So could have read maybe a little bit more back in the day. But and then yeah, it just kind of get thrown into all these international students and international student athlete groups and meetings and orientations, which was really useful and helpful because you instantly get connected to like-minded people that are going through the same, you know, pickups and challenges. So it was just constantly non-stop and I had no way to get a hold of my parents back in the day. So they were obviously worried and scared, you know, what happened until I got to a computer with with internet, which at the time 2008 was, I'm not sure if it was hard, but it certainly was harder than what it is today and I had a German phone, I had no like Wi-Fi or whatever on the phone. So long story short, it took about 48 hours before I could get a hold of my parents and they were worried sick, but obviously all turned out okay and now we're, you know, still here, 17 years later. And and let's let's let's folks know here that around the world, universities and colleges don't play athletics and if they do, it's certainly not like we do at the scale we do here. So it wasn't as though you had a handbook or a template that said, well, I know that my university down the road does it this way, so I know what to expect, right? 100% like that's the beauty and uniqueness of college athletics and like back home in Germany, for instance, it's almost impossible to combine university and playing sports at a high level because there's no infrastructure really in place to support it, you know, like the school is its own, it's like like thing, right? That doesn't necessarily give an F on about your athletic career and so you have to figure out your own way to coordinate things and you have university sports, for instance, in Germany, but it's mostly like on a voluntary basis and yet there's some, I don't want to downplay there, there are certainly competitions and a competitive spirit, but you know, back home, my university, for instance, the guy who's a really close friend of mine that does university tennis at the, you know, school back in my hometown, he's a full-time professor and tennis is kind of like a once a week, a couple of hours, like two or three hours here and there on a voluntary basis, right? And there's three or four competitions a year and that's it. So it's a very different model, very different system and that's what I think makes college athletics here in the U.S. just so incredibly awesome. And at what point did you realize or you have to tell your parents that, you know, I'm probably not coming home, at least not in that traditional sense, that I think I'm going to make a go of it here. Yeah, I think at first, you know, when you, when I said yes, I want to do this, they were like, oh, are you sure? Are you sure? And I was like, hey, but I like it, I come back after a semester. You know, they were obviously on board with everything, they've always been supportive, they've never like, you know, tried to try to keep me from going, I guess, but after, you know, I did my marketing degree, which is my first degree, then I added another undergraduate degree, econ. They were like, okay, you've been there now for four or five years, are you coming back? Like, well, I'd love to do my masters and that took a little bit of a conversation, but again, they've always been supportive, so then it was seven years. And then I was like, well, I actually kind of want to do a PhD. So I started fan work the same time I started PhD and kind of like built things in the background a bit and then got to a point two years into the PhD, whereas it's like, I have to make a decision. And then yeah, the company was built or I shouldn't say built, it was started. And then I was like, well, I'm not going to finish the PhD, but I started a company. I'd like to do that. It's kind of, you know, focused on college athletics. So at that point, I probably knew, okay, this is going to change and he's not going to come back anytime soon, but again, they've always been supportive and at first maybe took him a bit to, you know, shouldn't say accept it because they once again, it's not like they didn't accept it, but they have to get over it a little bit. Well, you are not the first nor will be the last immigrant, if I can call you that, who's created a successful technology company in America. We have an incredible tradition of that. And congratulations, Chris, on everything that's happened so far. I know that the vision includes bigger and better things down the road. And thanks for sharing a little bit of what you're up to with us. I appreciate it. Absolutely. Thanks a lot for having me, John. I really enjoyed this. Sure. Chris, on Mueller is the founder and CEO of fan word. And if you've listened to anything over the last of 35 minutes or so, you should have a pretty good idea of what they do. And it's right here in the heart of Lincoln Nebraska in the heart of America. I'm John Schrader and this is Watch the Media.