# Rowan Costello

> Strategy Director


## Posts

- [RLDatix](https://getcostello.com/rldatix/)
- [IMAX](https://getcostello.com/imax/)
- [BBC Research & Development](https://getcostello.com/bbc-research-development/)
- [Node4](https://getcostello.com/node4/)
- [Cendyn](https://getcostello.com/cendyn/)
- [the 10 most powerful strategic questions](https://getcostello.com/the-10-most-powerful-strategic-questions/)
- [the duracell rule](https://getcostello.com/the-duracell-rule/): For this trick, the crux is recognising that different product categories have different levels of innate interest. Smartphones or surfboards are captivating, AA batteries simply are not. In high-interest categories, brands can land complex, knotty, immersive strategies because consumers are willing to go deep, and explore every facet of what the brand has to say. In stark contrast, low-interest categories need a blunt, direct strategy because consumer engagement is minimal – these products or services must seize attention.  Quickly. And with aplomb. Duracell, for example, nails this by focusing on longevity, encapsulated crisply by the enduring Duracell Bunny— which symbolises stamina....
- [the 3-floor hierarchy](https://getcostello.com/the-3-floor-hierarchy/): This framework, the 3-floor hierarchy, is pretty self-explanatory. In 3 concise ‘floors,’ we will span the full scope of a strategically robust business. Strategy: What is the unique edge your business brings to the table? Here, I want you to pinpoint the singular value that sets you apart in your marketplace. The How: Define your delivery. How do you bring your strategic edge to life? This floor is about the tangible actions, products, or services that embody your business’s core strategy. Brand Wrap: Communicate it with impact. How do you ensure your message resonates powerfully and clearly with your audience? This...
- [genchi genbutsu](https://getcostello.com/genchi-genbutsu/): Today a friend of mine from Nagasaki mentioned ‘genchi genbutsu’ over coffee. I had never heard of it. Genchi Genbutsu is a Japanese management method that translates to ‘actual place, actual thing’. It means managers are expected to be surgically on top of the operational realities of the ‘engine room’ by being physically present when the most crucial decisions are made. The Japanese now consider it a philosophy as much as a management principle. Toyota appears to be the most devoted. The Chicago Sun-Times ran an article in 2004 offering a detailed example. When Toyota engineer Yuji Yokoya was tasked with...
- [a founders checklist](https://getcostello.com/a-founders-checklist/): This ‘no BS checklist’ will help founders succinctly delineate the critical elements necessary for a business to achieve success: Purpose, People, Product, and Process. It asserts that missing any one of these components can lead to detrimental outcomes—confusion, anarchy, bankruptcy, or worse, frustration. It underscores the necessity of a balanced approach, with each component being integral to forging a cohesive and productive business structure. Founders can use this checklist as a quick strategic tool to align all fundamental aspects of their ventures, fostering enduring growth and success. It compels you to identify any pieces of the puzzle that may be missing....
- [john oliver ending McKinsey in under 24 minutes](https://getcostello.com/john-oliver-ending-mckinsey-in-under-24-minutes/): If you missed John Oliver’s taking down of McKinsey in under 24 minutes, here it is. Imagine that strained silence in McKinsey’s Monday morning meeting. A master of the form. 
- [megachurch the benefits](https://getcostello.com/megachurch-the-benefits/): Having a robust, quick-response method up your sleeve can be invaluable. Here’s a ‘fast strategic framework’ I have used for high-pressure scenarios. A note of caution: these are quick fixes, best suited for emergency use. And hypothesis scenarios. When using them, it helps to have: – The ability to put a number of lenses on the problem. – Access to ground-level, practical insights. – Knowledge of the category the brand operates in. – Knowledge of the brand you’re working with. – A way with words.
- [the efficiency movement](https://getcostello.com/the-efficiency-movement/): I’ve been reading up on the Efficiency Movement—a fad that swept through the US at the turn of the century, promising to eliminate waste, recalibrate the economy, and progress society as a whole. You basically had guys like Frederick Winslow Taylor, a management theorist during the Progressive Era, who would walk around with a stopwatch and a notepad, breaking down manual tasks and systems into a series of components that could be gauged to improve the smallest inefficiencies. It was adopted not only by factories and engineers but by architects, educators, academics, and the unlikeliest of workforces. It promised social prosperity,...
- [B2B acronym guide](https://getcostello.com/b2b-acronym-guide/): I’ve often hear these acronyms tossed around in big tech meetings or investor conversations, and not knowing them slowed me down more. Here’s a guide of the ones I’ve had to look up so far to help you keep pace. ACV – Annual Contract ValueABM – Account-Based Management/MarketingARR – Annual Recurring RevenueBI – Business IntelligenceCAC – Customer Acquisition CostCRO – Conversion Rate OptimizationCTR – Click Through RateDPA – Data Processing AgreementGRC – Government, Risk, and ComplianceIAM – Identity and Access ManagementIRP – Incident Report PlanKPI – Key Performance IndicatorLTV – Lifetime ValueMQL – Marketing Qualified LeadNPS – Net Promoter ScoreOKR –...
- [a 12-second AI belter](https://getcostello.com/a-12-second-ai-belter/): AI sure has contributed to the creation of some amazing ads alredy. Love this one for Nike Basketball.
- [the bulletproof strategy statement](https://getcostello.com/writing-a-bulletproof-strategy-statement/): This framework rigorously tests your strategy statements, pushing for total clarity and uniqueness.By moving from the vague “We are the best X” to the sharper “We are the only X who does Y,” it forces you to clearly define what makes your business different. This helps you uncover your core differentiator and express it in a clear, impactful sentence. Keep it dense. And to the point. Every word matters.
- [smash two flints](https://getcostello.com/smash-two-flints/): Having a robust, quick-response method up your sleeve can be invaluable. Here’s a ‘fast strategic framework’ I use for high-pressure scenarios. A note of caution: these are quick fixes, best suited for emergency use. When using them, it helps to have: – The ability to put a number of lenses on the problem.– Access to ground-level, practical insights.– Knowledge of the category the brand operates in.– Knowledge of the brand you’re working with.– A way with words.– Years of experience selling in ideas.
- [AI's gold rush](https://getcostello.com/ais-gold-rush/): A complex and dynamic landscape is taking shape in the field of AI. Hundreds of startups are rushing to develop foundation models, AI-native apps, and infrastructure, with models like Stable Diffusion and ChatGPT setting historical records for user growth. However, the critical question that looms large is where the value will accrue in this market. Observations suggest that infrastructure vendors are likely the biggest winners so far, capturing the majority of dollars flowing through the stack. Application companies are growing revenues quickly but often struggle with retention and differentiation, while model providers, though responsible for the very existence of this market,...
- [tech vs talent](https://getcostello.com/tech-vs-talent/): Perhaps the only thing hotter than rising temperatures across the US is the topic of AI in entertainment. As entertainment giants like Disney and Netflix invest lavishly in AI, offering up to $900,000 for a single AI product manager, the striking actors’ demands include protections against their scanned likeness being manipulated by AI without adequate compensation. The writers, too, are contending with their work being replaced by AI programs like ChatGPT. The situation is complex, with the industry’s embrace of AI seen as both an innovative step and a threat to human creativity. The unfolding drama between technology and talent is...
- [flip the root problem](https://getcostello.com/flip-the-problem/): Having a robust, quick-response method up your sleeve can be invaluable. Here’s a ‘fast strategic framework’ I use for high-pressure scenarios. A note of caution: these are quick fixes, best suited for emergency use. When using them, it helps to have: – The ability to put a number of lenses on the problem.– Years of experience building ideas.– Access to ground-level, practical insights.– Knowledge of the category the brand operates in.– Knowledge of the brand you’re working with.– A team who can break big goals into small goals. At pace.– A team capable of entering a state of ‘flow’—to deliver deep...
- [synthetic simplicity in AI](https://getcostello.com/synthetic-simplicity-in-ai/): A great read here from Venture Beat. My take: Synthetic data emerges as a profound economic catalyst, poised to redefine the very fabric of the industry. This isn’t merely a technological advancement; it’s a seismic shift that promises to democratize access to data, a resource once confined to tech giants. The elegance of synthetic data lies in its simplicity, allowing practitioners to digitally generate data on demand, tailored to their exact requirements. According to a Gartner study, 60% of all data used in AI development will be synthetic by 2024. Shudder. From autonomous vehicles to healthcare, the implications are vast and...
- [3 types of strategists](https://getcostello.com/3-strategists/): Here’s a simple breakdown of key roles in an ad agency, showing how strategies are applied through each phase of a campaign. Brand Strategist: What you’re saying. Focused on creating the core message, ensuring it’s relevant and persuasive. Comms Strategist: How you’re saying it. Responsible for shaping the message for impact and memorability. Media Strategist: Where you’re saying it. Ensures the message reaches the right audience through the right channels. Together, they ensure the campaign is well-planned and executed, making sure the work delivers results.
- [ride shotgun](https://getcostello.com/riding-shotgun/): When explaining how I fit into the campaign process at major agencies, I use a simple image: At the core of the agency, the brand strategist leads by turning the client’s vision into a strategy and igniting creativity. As the campaign develops, the communications strategist takes the lead, driving it forward. The brand strategist remains involved, keeping everything on course. It’s a well-coordinated process, with each strategist playing a critical role in delivering a top-tier campaign.
- [harry reichenbach in the digital age](https://getcostello.com/harry-reichenbach-in-the-digital-age/): On June 6th, 1920, press stuntman Harry Reichenbach booked musician T.R. Zan into an exclusive New York hotel. His luggage consisted of a massive packing case thought to contain a piano. When Mr. Zan ordered 50 pounds of meat for breakfast, an inquiry followed, revealing that the meat was for a lion enclosed in the packing case. As the press got hold of the story, they noticed the similarity between T.R. Zan and ‘Tarzan’. Reichenbach created the stunt to publicise the new Goldwyn-distributed film, The Revenge of Tarzan. The film enjoyed immense free publicity across the US. In an overly digitally-mediated...
- [the focal cascade](https://getcostello.com/the-focal-cascade/): Many brands today confuse goals with strategy, claiming their strategy is to “triple our turnover” or “be number one by 2021.” This simple cascade guides you away from that trap. Take a hypothetical toy maker brand aiming to be the top choice for adults. While it suggests strategic thinking, it’s still just a goal. It states an aspiration without outlining the implementation strategy, leaving many questions unanswered. Use the focal cascade to refine these ambiguous goals. By repeatedly asking “Great, but how?” you can evolve strategic statements into practical solutions. This process ensures that what begins as strategic intent becomes a...
- [nothing beats a londoner](https://getcostello.com/nikes-nothing-beats-a-londoner/): London in 1981, as depicted in Linton Kwesi’s Brixton riots poem ‘Di Great Insoreckshan,’ was an unimaginably different place from the London presided over by Sadiq Khan. A lot has changed. One would expect a crippling recession, the string of terrorist attacks and a brutal tide of gentrification to dampen the united spirit of our capital. But Londoners, like Bostonians, are bound by an unruffled character and not be trifled with. This isn’t an ode to adland, but the tone of Wieden+Kennedy and Megaforce’s ‘Nothing Beats a Londoner’ does a cracking job of capturing the defiant spirit of our capital, the culturally...
- [the manhattan institutes warped view](https://getcostello.com/the-manhattan-institutes-warped-views/): A recent report by Oren Cass of the Manhattan Institute dismisses scientific evidence on the impact of climate change with a simplistic solution: when global temperatures rise, people just need to turn on their air conditioners. Since its founding in the late 1970s, the Manhattan Institute has released several controversial studies. However, it has also been respected for its expertise on issues like urban policing and school choice. These studies have been welcomed by politicians and scholars across the socioeconomic spectrum. So why this sudden, crass report? A major concern in Washington is that think tanks are meant to provide independent...
- [a positioning stress test](https://getcostello.com/the-positioning-nuclear-test/): Here’s a straightforward framework to guarantee your positioning statement is solid. It focuses on what matters — no room for jargon, or fluff. Give it a try ⛽
- [iPhone forges a new wave of cinema](https://getcostello.com/the-iphone-6-forging-a-new-wave-of-cinema-2/): By now, cinema aficionados like myself know how to manage their expectations when a noteworthy film director claims they are leaving the industry. Steven Soderbergh quit filmmaking back in 2014 but returned to directing last year with the heist film Logan Lucky. And now he’s back with the horror movie Unsane. It seems all the guy needs to be pulled out of retirement is a new piece of kit. With Unsane, that piece of kit was the iPhone. The devout indie director likes doing things his way, and when money poses an obstacle to his pure vision, he’s quick to find...
- [the value fork](https://getcostello.com/the-value-fork/): With this fork, you’ll be able to do two things: A) Distil your strategic value into a top-down structured, holistic value.B) And focus on underlying value drivers to avoid the trap of thinking in products or services. It’ll help you cut through the noise and clutter. See, the idea of value is often misunderstood. Many mistake the products for the value they should provide. Common answers like “we run airlines” or “we make software” fall short because they describe the medium, not the value. True value is found in the advantages that customers gain from your offer — the reasons they...
- [project 84 on southbank](https://getcostello.com/project-84/): On my bike ride past London’s South Bank on Monday morning, I caught sight of all the iconic riverside landmarks, from the Shard to St Paul’s Cathedral. One view, however, looked dramatically different. ITV had placed 84 statues across their buildings, which I first confused for a hostage situation. The statues are for Project 84 to raise awareness about the 84 men who die from suicide every week. To give you some perspective: government data states there are fewer than 40 deaths involving motor vehicles every week. It’s lamentable to think how little money is spent on preventing unnecessary deaths from...
- [sacrifice in strategy](https://getcostello.com/sacrifice-in-strategy/): A brand aiming to cater to all often ends up engaging none. The landscape is cluttered with brands that deliver a fog instead of a guiding light. This happens because the brand says too much, spreading itself too thin, and erodes its core strength. This will often involve some hard decisions. It requires sacrifice. The essence of any great brand strategy requires sacrifice: it’s about subtraction as much as it is addition. This is about evolving from a well of possibilities. Never have your company be known for being a big “bag of stuff.” Choose one impactful, overarching value instead. Make...
- [jeff's appetite](https://getcostello.com/amazons-bottomless-appetite/): Amazon just leapfrogged Apple and Google to become the world’s most valuable brand in a new ranking dominated by tech firms. Currently valued at $150.8 billion, it now peddles everything from soap to TV soaps. The company has grown so large and complicated to comprehend that it’s easy to understand why the rest of corporate America is in a state of perpetual fear. To be ‘Amazoned’ means to have your business crushed because the company steamrolled its way into your market. Fear of being ‘Amazoned’ has become a defining factor in corporate America. It would be impossible to oversell Bezos’ ambitions....
- [name the enemy](https://getcostello.com/name-the-enemy/): Less a framework, more an optimal mindset for a strong start. Apple battles ‘Complexity’—focusing on making tech as simple as possible. Netflix takes on ‘Inconvenience,’ offering shows whenever you want, so you no longer have to wait for TV schedules. Amazon tackles ‘crap access’ by leveraging logistical power, making it easy to get what you want quickly and hassle-free. Precisely identifying your problem (enemy) is critical in shaping your brand narrative. Naming this challenge positions your offering as the ultimate solution—the antidote. Identification clarifies your values and purpose while enhancing its appeal by framing it as a victory over adversity. Every...
- [ovo energy meets slayer](https://getcostello.com/in-praise-of-ovo-energy/): Never thought I’d have the joy of hearing Howard Beale’s famous line alongside Slayer’s ‘Raining Blood’ wrapped up in a potent message that gives a middle finger to climate change deniers. It goes to show that being environmentally conscious isn’t fringe anymore. This spot is a bold and optimistic embodiment of OVO Energy’s underdog stance amongst ‘The Big Six’ energy providers. An outstanding first effort from the guys at start-up agency Uncommon. Punchy. Watch it here: https://www.youtube.com/watch?v=k2RWN6vexY4&ab_channel=GREATADS%26LESSGREATADS%28BUTSTILLOK%29
- [the 60sec investment pitch test](https://getcostello.com/the-60-second-investment-pitch-test/): Here’s a no-nonsense framework to hone your pitch until it’s sharp as a tack.  This tool isn’t just about brevity; it’s a drill sergeant for your thoughts, compelling you to find the core of your business idea and deliver with ‘thud’. You’ll distill your company’s essence, market position, and unique edge into a minute’s spill.  It’ll strip things back to what truly matters ⛽. 
- [how to pen a punchy 30s tv spot](https://getcostello.com/how-to-write-a-punchy-30s-tv-spot/): STEP 1 List six emotional benefits people might feel when using your product or interacting with your brand. Think about your product’s heritage, usage occasions with the strongest emotional story, or the mannerisms of the type of people who flock to it. Next, throw those six benefits up against those of your top competitors and shortlist the three most unique benefits to your brand. Narrow it down to the single most powerful, peculiar benefit that can be dramatised—visually or through character, cinematically. STEP 2 Is it character-driven? Write with actors in mind. When you have a face in mind, it makes...
- [odd ideas of what constitute an investment](https://getcostello.com/an-odd-idea-of-what-constitutes-investment/): At the end of WWII, John Maynard Keynes famously proposed that the best way to get the UK economy moving at full speed would be to ask the Americans to bomb factories in the UK “at an hour when the directors were sitting there and no one else.” He added: “How else are we to regain the exuberant inexperience which is necessary, it seems, for success.” I’m pretty sure Keynes was kidding, but his point remains strong, particularly at a time when the UK faces a major productivity crisis. The creative industry is valued at £84.1 billion annually, which equates to...
- [cultural imprinting](https://getcostello.com/cultural-imprinting/): Our copywriter sent me this essay on the topic of “Cultural Imprinting” this week. Published by social psychology writer Kevin Simler back in 2014, it argues that ads don’t work through individual manipulation but through changing culture, mainly using mass media and OOH advertising to drive peer pressure. For example, when I walk through Piccadilly Circus and see a giant billboard, I’m conscious of the fact that millions of other passers-by have also looked at it. When I watched Squarespace’s Super Bowl ad, I knew that millions of others were watching it too. As Simler puts it, “Cultural imprinting is the...
- [poisonous phone-checking](https://getcostello.com/the-poison-of-phone-checking/): My Mum wrote me a long email after our time together over Christmas to express how shocked she was to notice the amount of time I was spending with my head buried in my iPhone. For a lot of folk like myself working in communication, the lines between work and play have become blurred. We are on our screens. All. The. Effing. Time. Devices mean that there is less of a separation between my time at the office and home. Something isn’t right. And its time I assess whether my addiction to my smartphone has gone a step too far. Do...
- [the palau pledge](https://getcostello.com/the-palau-pledge/): Yesterday a whale died off the southern coast of Thailand. The autopsy revealed 80 plastic bags weighing up to eight kilos were found in the creature’s stomach. Thon Thamrongnawasawat, a marine biologist and lecturer at Kasetsart University, said the bags had made it impossible for the whale to eat any nutritional food. “If you have 80 plastic bags in your stomach, you die,” he bluntly explained. Here’s another a chilling thought. A report by the World Economic Forum and the Ellen MacArthur Foundation estimates will be more plastic in the sea than fish by the year 2050. Meanwhile, in the Micronesian...
- [the president stole your land](https://getcostello.com/the-president-stole-your-land/): Anyone who visited Patagonia’s website last Monday in search of some warm mittens was in for a surprise. The outdoor brand posted a strong accusation on its homepage after President Donald Trump cut the size of Bears Ears and Grand Staircase-Escalante National Monuments in Utah. The message, in bold black and white, was a stark warning of what the company sees as an illegal move. Patagonia founder Yvon Chouinard told CNN he plans to sue the president. The banner urged people to take to social media, using the hashtag #MonumentalMistakes to protest the order. “I’m going to sue him,” Chouinard said....
- [lord bells excruciating exit](https://getcostello.com/lord-bells-excruciating-exit/): As Bell Pottinger goes into administration in the wake of the scandal over its campaign to stir up racial tensions in South Africa, I can’t help but breathe a sigh of relief. It seems some make compromises in their work, whatever it is. Unless you have worked for a company, department of government, or local council that is entirely above reproach in all things, perhaps you’re on weak ground in singling out the PR industry—although PR is the most egregious aspect of communication that annoys and offends us because it’s so disingenuous, covert, and every now and then, it finds itself...
- [the 4 c’s of great content](https://getcostello.com/the-4-cs-of-great-content/): The bar has never been higher for brands that want to produce content. Are strategists up to the challenge of taking the brand out of branded content and putting the human element back in? In short, branded content now needs to be as good as unbranded content. Here are a few starters for ten. Context: To create brilliant cut-through content, you need to understand what your audience needs and desires. But you also need to take into account where the content lives, be it print, video, or audio. And what time of day they consume it, in what mindset they are...
- [hail robert harris](https://getcostello.com/in-praise-of-robert-harris/): Robert Harris’ wise words on Brexit and our government’s jurassic ignorance of logic. Poignant and pithy, this is one of my favourite writers at his best. I’ll just leave this here:   R
- [pepsi's tiananmen square-moment](https://getcostello.com/oh-pepsi/): Last week’s Pepsi TV campaign was excruciating. How does such creative work get signed off? How does an agency’s entire 8-year strategy of socially engineering America to buy more sugary soda conclude with Kendall Jenner defusing a Tiananmen Square-moment with a can of Pepsi? We would have peace in the world if Kendall Jenner handed ISIS a Pepsi? Strategic-takeaway: don’t mix advertising with politics. Very few brands can pull this off. Pepsi has zero history of promoting social justice causes. Unless you have long-earned the right to be in that territory, don’t bother trying to force-fit your product into it.
- [the roger stone effect](https://getcostello.com/the-roger-stone-effect/): Trump came to power clinching 5.50% electoral vote victory employing an opposition research plan orchestrated by strategist Roger Stone. Using whiplash rhetoric, the successful gaslighting strategy was designed to ride the crest of anger that middle America had for cold Washington-style politicians. The Trump campaign was the apotheosis of Roger Stone’s work. His gaslighting strategies blend a mix of modern social media tactics, established advertising techniques with long-standing methods of propaganda. Through confusion, these erode and in extreme cases sever the opposition’s well-intended policy from reaching its intended audience. It then does a good job of framing the opposition’s policy in...
- [gotta hand it to what3words](https://getcostello.com/in-praise-of-what3words/): Disruption is a term I often struggled with. It somewhat clouds what it means to bring about progressive change. The irony of purported disruptors such as Uber is they demonstrate that truly beneficial and lasting change comes from taking something for what it is and finding ways to marry it to a novelty. I think it’s fair to say that what3words’ disruptive overhaul of the geocode mapping system has the potential to have a lasting positive effect on humanity. Thanks to their brutally simply design, developing countries have been able to short-circuit the huge costs of old technological developmental by simply...
- [little bits](https://getcostello.com/little-bits/): When Matt Damon decided to “science the shit out of this” as he was stuck on Mars in Ridley Scott’s space epic The Martian, one would be forgiven for thinking his parents brought him up on LittleBits. The groundbreaking US start-up is empowering kids to create inventions using easy-to-use electronic building blocks. At a time when hands-on problem-solving skills are lacking in education and early-stage entrepreneurs seem more interested in starting a company than the value the company will offer, LittleBits’ mission to build something meaningful seems refreshing. “We’re trying to trigger an attitude shift, even a personality change – that...
- [edgerton's mastery in the gift](https://getcostello.com/the-gift/): I finally watched the much-talked-about US indie film The Gift last night. The story centres on a young couple whose lives unravel when a schoolfriend from the husband’s past shows up with mysterious gifts and a chilling secret. Directed by Joel Edgerton in his debut, the film feels Hitchcockian in its pace and sparing dialogue—a true craftsman’s work. I picture Edgerton shaping it meticulously, like a carpenter perfecting a piece. The film is so precise that adding or cutting even a minute could make it crumble. A major theme is the impact of communication, showing how schoolyard teasing can have lasting,...
- [that roman-raphelson book](https://getcostello.com/the-roman-raphelson-book/): In many ways, books on the craft of writing have had a huge impact on the world. In other ways, none at all. With the market now saturated, separating the wheat from the chaff has become more tedious. Writers seem out of moves. Worse, most fail to reveal the mechanics behind their advice. Hidden deep in a Reddit post on top writing books, a user named ‘bkcim’ recommended Roman-Raphaelson’s Writing That Works. I now feel compelled to find them and pay their parking tickets for life. This book undersells itself. Despite being published in 1981, it proves that the fundamentals of...
- [at the sennheiser hq](https://getcostello.com/at-the-sennheiser-hq/): I’m on day two of a project at the mighty Sennheiser global HQ. It’s set in a strangely quiet countryside near Hanover, Germany. My film crew and I have been politely asked not to share photos, but our kind hosts have allowed this blog post. So, here’s the raw text: This is by far the most advanced sound lab I’ve ever entered. It’s like John Barry (Stanley Kubrick’s production designer) swept through and gave it a futuristic look. What’s most striking is how out of place it feels in such a rural setting. Mindblowing.
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