00:10 Marc Ecko: We project our understanding of one another through labels, like products, right? You're probably watching this and saying, "Oh, Marc Ecko, what does he know about my business? I'm in the software business. I'm in some services business, right? He's a fashion designer." You're projecting on to me, I know a lot about your business. Knowing that other people are gonna try to force and organize you and your brand and your label, and try to put you on a shelf. So, rather than allowing yourself to be labeled, you should try to un-label and refuse those kind of projected taxonomies.