Catharine Montgomery is the Founder and CEO of Better Together Agency, a Black woman-founded, AI-forward communications firm dedicated to advancing equity through strategic storytelling. With over 15 years of experience in communications, Catharine has built her career driving social change through purpose-driven campaigns that deliver lasting impact.
As a recognized thought leader on biases in generative AI, she has led pioneering research that exposes how AI systems can either bridge or exacerbate societal disparities. Her annual “Biases in Generative AI” survey represents the first consumer-focused study of its kind by a communications agency, providing vital insights into how bias affects consumer trust and business performance.
Through Better Together Agency, Catharine has established a communications firm that prioritizes human connection while supporting teams with AI technology. The agency exclusively works on campaigns that make a positive impact, partnering with purpose-driven organizations committed to equity, environmental sustainability, inclusive technology, and access to healthcare. This values-first approach builds authentic partnerships rooted in trust and shared mission alignment.
Catharine’s expertise spans strategic communications planning, messaging and narrative development, media relations, executive visibility and thought leadership, campaign branding and digital engagement, community and coalition engagement, and crisis and reputation management. Her crisis communications expertise has proven invaluable in helping organizations navigate complex environments while maintaining their core values and commitment to social change.
Better Together Agency’s AI-forward approach transforms communications by integrating AI tools to optimize operations and develop campaigns while addressing systemic biases in generative AI technologies. This commitment positions the agency at the forefront of the communications industry, identifying biases that lead to ethical, inclusive innovation.
Her dedication to social change has earned her prestigious accolades, including the Stevie® Award for Women in Business Best Female Entrepreneur (Business Products, 10 or Less Employees), PRNEWS People of the Year for The New Entrepreneurs on the Block, and PRNEWS Top Women Innovators for Business Entrepreneurs.
Catharine holds a Bachelor of Science degree in Public Relations and Marketing from Auburn University and an MBA from the University of Maryland’s Robert H. Smith School of Business. She is an alumna of the Vital Voices Visionaries Program in partnership with the Estée Lauder Emerging Leaders Fund and an active member of CHIEF, the National Urban League, and volunteers as a Woman of Impact for Girls, Inc. of the Washington Metro Area.
Through Better Together Agency, Catharine continues to demonstrate that communications is a catalyst for equity, uniting diverse perspectives to create a more just and inclusive world.
What is your typical day, and how do you make it productive?
Honestly, my days are rarely perfect, but they’re always purposeful. I start most mornings with Spotify’s Coffee House playlist playing in the background while I catch up on emails and check our project timelines. The acoustic vibes help me ease into the day without feeling overwhelmed by everything on my plate.
My calendar is usually packed with meetings, both virtual and in-person. I’m constantly connecting with other entrepreneurs, advocacy leaders, and potential partners because relationship building is everything in this work. Some days I’m on a video call with a nonprofit executive discussing their crisis communications needs, other days I’m meeting a fellow founder for coffee to learn about their approach to scaling with purpose.
What keeps me productive is being selective about the work we take on. Since Better Together only partners with organizations working toward equity and justice, every project feels meaningful. When you’re genuinely passionate about the mission, it’s easier to stay focused even when things get chaotic.
I block out time each day for our “Biases in Generative AI” research because that work is groundbreaking, but I’ll be honest, some days I get pulled into urgent client needs or team questions that completely derail my planned schedule. That’s just the reality of running an agency.
One habit that really works for me is spending 15 minutes each evening on LinkedIn, commenting on posts from people in our network. It’s not just about visibility; I genuinely learn from the conversations happening in our community. Whether someone’s sharing insights about inclusive communications or discussing the latest developments in AI ethics, those interactions often spark ideas for our campaigns or research.
Our AI tools help streamline a lot of the operational stuff, which gives me more time for the strategic thinking and relationship building that actually moves our mission forward. But even with all that support, entrepreneurship is messy. Some days everything clicks, other days I’m putting out fires and wondering how we’ll hit our deadlines.
The key is remembering why we’re doing this work. Every conversation, every campaign, every research insight contributes to creating more equitable communications. That purpose keeps me going, even on the days when my carefully planned schedule goes completely sideways.
How do you bring ideas to life?
My approach to bringing ideas to life starts with one simple question: “Will this create real change?” Everything we do at Better Together has to pass that test first.
The process usually begins in conversations. I’m constantly talking with advocacy leaders, other entrepreneurs, and community members who are on the front lines of social justice work. These conversations often spark the initial idea, whether it’s a campaign strategy, a research project like our “Biases in Generative AI” survey, or a new way to support our partners.
Once I have an idea that feels promising, I move into what I call “strategic planning mode.” I map out the potential impact, identify the stakeholders we need to engage, and figure out how our AI tools can help us execute more effectively. For example, when DEI was (and is) being challenged, I started providing corporations with alternative language to use to not cause negative attention, but still make a positive impact.
The real magic happens when we bring our team together. We have this collaborative approach where everyone contributes their expertise, whether it’s crisis communications, digital strategy, or community engagement. I’ve learned that the best ideas get better when more people touch them, especially when those people bring different perspectives and lived experiences.
What makes our process different is that we only work with organizations whose missions align with ours. This means every brainstorming session, every campaign strategy, every piece of content we create is rooted in authentic purpose. There’s no need to manufacture passion or find ways to care about the work because we genuinely believe in what our partners are doing.
We also build in accountability from the start. Before any campaign launches, we run it through our values-alignment framework to make sure it’s going to drive equity, not just engagement. We track real-world impact, not just vanity metrics, because what matters is whether we’re actually moving the needle on the issues that matter.
The hardest part is often the execution phase, where ideas meet reality. Timelines shift, budgets get tight, and sometimes the political landscape changes while we’re mid-campaign. But having that strong foundation of shared values and clear purpose helps us adapt without losing sight of why we’re doing the work in the first place.
What’s one trend that excites you?
This isn’t necessarily a trend since it is here to stay, but what excites me the most right now is Answer Engine Optimization, or AEO. While everyone has been focused on traditional SEO, a whole new world is emerging around optimizing content for AI-powered search and answer engines, such as ChatGPT, Perplexity, and Google’s AI overviews.
What gets me pumped about AEO is that it’s forcing us to think differently about how we create content for our advocacy partners. Instead of just targeting keywords, we’re optimizing for the questions people actually ask when they’re looking for solutions to social justice issues. It’s making our communications more human and more helpful.
For Better Together Agency, this is huge because we work with organizations tackling complex social issues. When someone searches “how to support mental health in my community” or “what can I do about environmental justice,” we want our partners’ work to show up in those AI-generated responses. AEO helps us make sure that happens.
I’m particularly excited about how this levels the playing field for smaller nonprofits and advocacy organizations. They might not have massive SEO budgets, but if they create genuinely helpful, well-structured content that answers real questions, they can compete with much larger organizations in AI search results.
The timing feels perfect, too. As we’re conducting our “Biases in Generative AI” research, we’re seeing how important it is to understand these systems from the inside out. AEO isn’t just about gaming algorithms; it’s about making sure accurate, equity-focused information gets surfaced when people need it most.
Plus, from a business perspective, it’s still early enough that we can help our partners get ahead of the curve. Most organizations are still figuring out basic AI integration, but we’re already thinking about how to optimize for the next generation of search behavior.
What is one habit that helps you be productive?
My most productive habit is prepping the day before for the next day. Every evening, I spend about 20-30 minutes reviewing my calendar and researching everyone I’m meeting with. I want to know their background, their organization’s current challenges, and what they’re working on so I can show up as my authentic self and have purposeful conversations.
This habit started when I realized how much energy I was wasting trying to figure out context on the fly during meetings. Now, whether I’m talking with a nonprofit executive about their crisis communications needs or connecting with a fellow entrepreneur about their approach to scaling with purpose, I already understand their world before we start talking.
The prep work isn’t just about being professional; it’s about being genuinely present. When I know someone’s story and their organization’s mission, I can ask better questions and offer more relevant insights. It transforms what could be a surface-level networking conversation into a real connection where we’re both learning from each other.
I also use this time to review any recent news or developments related to their work. If I’m meeting with someone from an environmental justice organization, I’ll check what’s happening in their space. If it’s a mental health advocate, I’ll look at recent policy changes or research that might be relevant to our conversation.
This habit has become even more important as Better Together Agency has grown. When you’re working with organizations tackling complex social issues, you can’t just wing it. These leaders are dealing with real challenges that affect real communities, and they deserve partners who take the time to understand their context.
The best part is that this preparation actually makes me more relaxed during meetings. Instead of worrying about saying the right thing or trying to impress someone, I can focus on listening and contributing authentically. It’s made every conversation more productive and more enjoyable.
What advice would you give your younger self?
Trust your voice and stop waiting for permission to speak up. I spent way too many years in meetings thinking I needed to have all the answers before I could contribute to the conversation. I’d sit there with ideas brewing, but I’d convince myself that someone else was more qualified to share them.
The truth is, your perspective as a Black woman in communications is exactly what the room needs, even when you’re the only one who looks like you. Those moments when you feel different or like an outsider? That’s when your insights are most valuable, not least valuable.
I wish I had understood earlier that confidence isn’t about knowing everything; it’s about trusting that your experience and perspective matter. When you’re working on campaigns for social justice or advocating for equity, your lived experience is data. Your questions about whether something will resonate with diverse communities aren’t “difficult” questions; they’re the right questions.
I also wish I had started building my network of other women entrepreneurs and advocates sooner. I thought I had to figure everything out on my own, but some of my best business decisions and biggest breakthroughs have come from conversations with other women who were facing similar challenges.
And here’s the big one: stop trying to fit into spaces that weren’t built for you. Instead of spending energy trying to make yourself smaller or more palatable, focus on creating the kind of agency and doing the kind of work that reflects your values. The organizations that truly need what you offer will find you.
Your instincts about using communications as a tool for equity aren’t naive or idealistic; they’re exactly what the industry needs. Don’t let anyone convince you that caring about social impact makes you less of a business person. It actually makes you a better one.
The confidence you’re looking for isn’t going to come from external validation. It’s going to come from doing work that aligns with your purpose and seeing the real impact you can create when you stop holding back.
Tell us something you believe almost nobody agrees with you.
I believe that turning down clients is actually the most important business strategy for communications agencies. Most people in our industry think you should take every paying client, especially when you’re building a business. They argue that you can’t afford to be picky, that revenue is revenue, and that you can always find ways to make any project work.
But I’ve built Better Together Agency on the opposite principle. We only work with organizations whose missions align with our values, and we regularly turn down lucrative opportunities that don’t pass our equity and social impact test. People think this is naive or that we’re leaving money on the table.
Here’s what they don’t understand: when you only work on campaigns you genuinely believe in, your team brings a different level of energy and creativity to the work. You’re not just executing someone else’s vision; you’re contributing to change you actually want to see in the world. This shows up in everything from the quality of our strategies to how we show up in client meetings.
Plus, our “Biases in Generative AI” research exists because we had the bandwidth and focus to pursue groundbreaking work instead of being stretched thin across projects that didn’t align with our mission. When you’re not constantly context-switching between conflicting values, you can do deeper, more innovative work.
Most agencies think this approach limits growth, but it’s actually accelerated ours. Our clients know we’re genuinely invested in their success, not just collecting a fee. And when you’re known for only taking on work you believe in, the right opportunities find you.
The communications industry would be stronger if more agencies had the courage to say no to work that doesn’t align with their values. But most people think that’s a luxury they can’t afford.
What is the one thing you repeatedly do and recommend everyone else do?
I consistently invest time in building genuine relationships with other entrepreneurs, advocates, and leaders who are working toward social change. Every week, I’m having coffee meetings, jumping on calls, or connecting with people whose work aligns with our mission, even when there’s no immediate business opportunity.
This isn’t networking in the traditional sense where you’re trying to get something from someone. I’m talking about real relationship building where you’re genuinely interested in learning from each other and finding ways to support each other’s work. Some of my best partnerships and most innovative ideas have come from these conversations.
I recommend this to everyone because it completely changes how you approach your work. When you’re connected to a community of people who share your values, you stop feeling like you’re working in isolation. You have people to bounce ideas off, to refer opportunities to, and to collaborate with when the right project comes along.
For Better Together Agency, these relationships have been everything. Our “Biases in Generative AI” research happened because I was in conversation with other leaders who were seeing the same gaps in the industry. Our best client partnerships often come through referrals from people in our network who know exactly what kind of work we do and why we do it.
The key is being intentional about it. I don’t just meet with anyone; I focus on connecting with people whose missions align with ours and who are doing work that inspires me. Whether it’s a nonprofit executive working on environmental justice or another entrepreneur building a purpose-driven business, these conversations always teach me something new.
Most people think they don’t have time for relationship building, but I’d argue you don’t have time not to do it. When you’re surrounded by people who understand your mission and can support your growth, everything else becomes easier.
When you feel overwhelmed or unfocused, what do you do?
head to a coffee shop. I know it sounds counterintuitive, but when my mind is scattered and I can’t concentrate, I pack up my laptop and find a busy café with good energy. The background noise and movement of people around me actually helps me focus better than sitting in a quiet office.
Someone once called me an “extroverted introvert,” and I think that perfectly captures why this works for me. I need that ambient energy from being around other people, but I’m not necessarily interacting with them. There’s something about the hum of conversations, the espresso machine running, and people coming and going that creates the perfect white noise for my brain to settle into deep work.
Most people think you need complete silence to concentrate, but for me, that silence can actually be distracting. My mind starts wandering or I get caught up in every little sound. But in a coffee shop, all those sounds blend together into this productive background that somehow makes everything else fade away.
I have a few go-to spots around DC where I know the vibe is right. Not too quiet, not too chaotic, just the right level of busy energy. I’ll grab my usual coffee, find a corner table, put in my earbuds with some instrumental music, and suddenly I can tackle the strategic thinking or research work that felt impossible when I was sitting at my desk feeling overwhelmed.
It’s also a change of scenery, which helps reset my perspective. Sometimes when you’re stuck on a problem or feeling scattered, you just need to physically move to a different environment. The walk to the coffee shop, the different lighting, even the act of ordering a drink all help shift my mental state.
I do some of my best thinking on our “Biases in Generative AI” research in coffee shops. There’s something about being surrounded by the energy of other people working and creating that makes my own work feel more connected to the real world.
What is one strategy that has helped you grow your business or advance in your career?
Staying ahead of the conversation by consuming strategic content that connects business trends with social impact. I’m constantly reading Harvard Business Review, McKinsey insights, and policy updates from The Hill, but I filter everything through the lens of how these trends affect equity and communications for social change.
This habit has been game-changing for Better Together Agency because it allows me to spot opportunities and challenges before they become obvious to everyone else. For example, when I started seeing early research about AI bias in business publications, I knew this would become a major issue for our clients who are working on equity initiatives. That insight led to our “Biases in Generative AI” survey, which positioned us as thought leaders in this space before most agencies were even thinking about it.
I also attend webinars from organizations like Fast Company and industry events that focus on the intersection of technology, business, and social impact. But here’s the key: I don’t just consume this content passively. I’m always asking myself, “How does this trend affect the nonprofits and advocacy organizations we work with? What opportunities does this create for purpose-driven communications?”
This approach has helped me anticipate client needs and develop services they didn’t even know they needed yet. When policy changes happen or new business trends emerge, I can immediately connect the dots to how they’ll impact our partners’ work and help them get ahead of the narrative instead of reacting to it.
It’s also made me a more valuable thought partner to our clients. When I’m in meetings, I can reference broader industry trends and policy developments that might affect their campaigns. This positions Better Together Agency not just as an execution partner, but as a strategic advisor who understands the bigger picture.
The time investment is significant, but it’s what allows us to do groundbreaking work like our AI bias research and stay at the forefront of communications for social change.
What is one failure in your career, how did you overcome it, and what lessons did you take away from it?
My biggest failure was not doing my homework on investors when I first started Better Together Agency. I was excited about the possibility of funding and growth, so I brought on investors without fully understanding how their priorities would conflict with my vision for the agency.
The investors wanted us to scale rapidly by taking on any paying client, regardless of whether their mission aligned with our values. They pushed for higher profit margins and questioned why we were being “picky” about the work we accepted. What I had envisioned as a purpose-driven communications firm became a constant battle over whether we could turn down lucrative contracts that didn’t support equity and social change.
It became clear that their definition of success was purely financial, while mine was about creating meaningful impact through communications. The tension was affecting everything from our team culture to the quality of our work because we were constantly compromising our core principles.
I overcame it by making the difficult decision to buy out the investors and rebuild the agency on my own terms. It meant starting over financially and giving up the security of their funding, but it was the only way to preserve what Better Together Agency was meant to be.
The lessons were painful but valuable. First, alignment on values isn’t just nice to have with investors; it’s absolutely essential when your business model is built around purpose. Second, I learned to trust my instincts about what felt right for the business, even when conventional wisdom said otherwise. Third, I realized that slower, sustainable growth aligned with our mission was more valuable than rapid scaling that compromised our integrity.
Now Better Together Agency operates exactly as I envisioned: we only work with organizations committed to equity and social change, we can pursue groundbreaking research like our “Biases in Generative AI” study, and every decision is guided by impact rather than just profit. It took longer to get here, but we built something authentic and sustainable.
What is one business idea you’re willing to give away to our readers?
Here’s an idea I’ve been thinking about for a while: apartment complexes specifically designed for single adults in the 45-60 age range. This isn’t senior living or assisted care; it’s vibrant community living for people who are at a different life stage but still want to be in the middle of the action.
Think about it: there’s a huge population of divorced women and men, people whose kids have moved out, and especially millennials who are aging into this demographic without traditional family structures. Many never married or don’t have children, but the housing market doesn’t really serve them well. They’re too young for senior communities but often feel out of place in apartment complexes full of 20-somethings.
The key requirement would be that residents must be single. No couples, no families with kids. This creates a community of people who are in similar life circumstances and looking for connection and shared experiences.
These communities would be located in happening areas with walkable access to restaurants, cultural events, and nightlife. The amenities would reflect what this demographic actually wants: co-working spaces for people who work remotely, wine bars and coffee lounges for socializing, fitness centers designed for bodies that need different kinds of care than college students, and event spaces for book clubs, cooking classes, or just community gatherings.
As Millennials age and more people choose non-traditional life paths, this demographic is only going to grow. There’s a real gap in housing that serves people who want community and convenience without the chaos of college-town living or the isolation of suburban single-family homes.
Someone could start with one building in a major city and prove the concept. I think the demand is absolutely there; it’s just that nobody’s thinking about this specific population as a market segment yet.
What is one piece of software that helps you be productive? How do you use it?
Suits.ai has been a game-changer for Better Together Agency. It’s an AI-powered workflow automation platform that allows us to create custom workflows and automations that handle the repetitive tasks that used to eat up our team’s time.
What makes Suits.ai perfect for our agency is how it integrates with all the tools we already use while adding an intelligence layer that actually understands the context of our work. We’ve built workflows that automatically categorize incoming client requests, route them to the right team members, and even draft initial project briefs based on the information provided.
For example, when a potential client fills out our contact form, Suits.ai automatically analyzes their mission and goals, checks them against our values alignment criteria, and creates a preliminary assessment of whether they’d be a good fit for our agency. This saves us hours of manual screening and ensures we’re only spending time on opportunities that align with our purpose-driven approach.
We’ve also created automations for our “Biases in Generative AI” research. Suits.ai helps us process survey responses, identify patterns in the data, and even flag potential biases in our own analysis process. It’s like having an extra team member who never gets tired and catches things we might miss.
The real power is in how it frees up our human team to focus on the creative and strategic work that actually drives impact for our clients. Instead of spending time on data entry or routine project management tasks, we can invest that energy in developing innovative campaign strategies and building authentic relationships with our partners.
For a values-driven agency like ours, efficiency isn’t just about saving time; it’s about maximizing our ability to create meaningful change. Suits.ai helps us do more impactful work with the same resources, which means we can take on more purpose-driven projects and drive greater equity through our communications work.
What is the best $100 you recently spent?
The best $100 I spent recently was on a really nice leather portfolio and notebook set. I know it sounds old-school in our digital world, but there’s something about taking handwritten notes during client meetings that changes the entire dynamic of the conversation.
When I’m sitting across from a nonprofit executive or advocacy leader, pulling out a laptop creates this barrier between us. But when I have a beautiful leather portfolio and I’m writing notes by hand, it feels more personal and intentional. People notice that I’m really listening, not just typing away or potentially checking emails.
The portfolio also makes me feel more confident and put-together when I’m walking into important meetings. There’s something about carrying quality materials that affects how I show up in the room. It’s like wearing a great outfit – it just makes you feel more professional and prepared.
I’ve also found that handwriting helps me process information differently. When I’m jotting down notes about a client’s challenges or goals, I’m more likely to make connections and come up with creative solutions in real-time. Later, when I’m back at the office, those handwritten notes often contain insights that I might have missed if I was just typing.
Plus, in a world where everyone’s constantly on their phones and laptops, taking the time to write something down by hand sends a message that this conversation matters enough for me to be fully present. For someone whose business is built on authentic relationships, that $100 investment in better client interactions pays for itself every single meeting.
Do you have a favorite book or podcast from which you’ve received much value?
I’m completely hooked on two AI podcasts that have become essential listening for me: The Artificial Intelligence Show and Hard Fork. Both have been game-changers for how I think about AI’s role in communications and social impact work.
The Artificial Intelligence Show gives me the technical depth I need to understand what’s actually happening behind the scenes with AI development. As someone who’s building an AI-forward agency, I can’t just rely on surface-level understanding. When I’m talking with clients about how AI can support their advocacy work, or when we’re developing strategies that integrate AI tools, I need to know the real capabilities and limitations of these technologies.
Hard Fork is perfect for understanding the broader implications of AI developments. They do a great job connecting tech trends to real-world impact, which is exactly what I need for Better Together Agency. When new AI tools launch or when there’s regulatory news, Hard Fork helps me think through how these changes will affect our clients’ work and the communities they serve.
What I love about both podcasts is that they don’t just focus on the shiny new features or the hype. They dig into the ethical considerations, the potential for bias, and the societal implications. This perspective is crucial for our work because we’re not just using AI to be trendy; we’re using it to amplify equity and justice work.
I listen to them during my morning routine or when I’m walking between meetings. The insights I get often spark ideas for how we can better serve our clients or identify new opportunities in the AI ethics space. In an industry that’s changing as fast as AI, staying informed isn’t optional, it’s essential for doing responsible, impactful work.
What’s a movie or series you recently enjoyed and why?
I’m completely obsessed with Forensic Files, and I know that makes me sound like someone’s quirky aunt, but hear me out. Every time I travel domestically, it’s my go-to show. There’s something oddly comforting about that narrator’s voice explaining how DNA evidence solved a 20-year-old case while I’m sitting in an airport or unwinding in a hotel room.
What I love most is how the show doesn’t try to fit modern screens. You can tell it was made for those old box TVs, so there are these weird black bars on the sides when you watch it on your laptop. It’s like watching a time capsule of early 2000s television production, which somehow makes it even more charming.
The narrator has this very specific way of saying “DNA” that I’ve become weirdly attached to. It’s this dramatic pause followed by “D-N-A” like he’s revealing the secret to the universe. As someone who spends a lot of time thinking about data and evidence in my work, there’s something satisfying about watching science solve mysteries in 22-minute episodes.
My biggest problem is when I travel internationally. Forensic Files isn’t available on most international streaming services, and I genuinely don’t know what to watch instead. I’ve tried other true crime shows, but nothing hits the same sweet spot of being educational, methodical, and oddly relaxing. It’s become such a travel ritual that I actually feel a little lost without it.
I think what appeals to me is the systematic approach to problem-solving. Each episode follows the same format: here’s the mystery, here’s the evidence, here’s how we connected the dots. As someone who runs an agency built on strategic thinking and connecting patterns, there’s something deeply satisfying about watching that process play out, even if it’s in a completely different context.
Key learnings:
- Values-driven business decisions create stronger foundations than profit-first approaches. My experience with investors taught me that aligning with partners who share your core mission leads to more sustainable growth and authentic work, even if it means slower initial scaling.
- Preparation and genuine relationship-building are the cornerstones of effective leadership. My daily habit of researching everyone I meet with and investing time in authentic connections with other purpose-driven leaders has been more valuable than traditional networking for growing Better Together Agency.
- Trusting your instincts about your work environment and processes leads to better outcomes. From working in coffee shops because ambient noise helps me focus to turning down lucrative clients that don’t align with my values, my success comes from understanding and honoring how I work best rather than following conventional wisdom.
- Staying ahead of industry trends through strategic content consumption gives you competitive advantage. My investment in curated business intelligence and AI-focused podcasts allows me to spot opportunities and serve clients more effectively by connecting broader trends to their specific social impact work.
- Confidence comes from doing work that aligns with your purpose, not from external validation. My advice to my younger self about trusting my voice reflects the lesson that authentic confidence grows when you’re contributing to meaningful change rather than trying to fit into spaces that weren’t built for you.