We spend less time educating and more time collaborating. Our focus has narrowed as our expertise has deepened. Doing so has allowed us to continue to innovate and advance our own special corner of the Marketing discipline. Staying focused has also moved us to develop a fabulous network of specialized experts. At 30, we find ourselves busy with cities exploring new ways to thrive, non-profits and for-profits alike finding powerful ways to make this a more equitable and sustainable place, cybersecurity leaders introducing promising ways to keep adversaries at bay, and friends launching exciting endeavors in retailing, restaurants, investing and more. Regards to every pragmatist, poet, perfectionist and paradigm shifter who has spurred us on. And glory to the heroes.