Yes it was about understanding the 'brand,' as best you can when it's wound up in 60,000 years of story telling. Yes, it was about being really honest  about the difficulties and the fact that we're only ever going to be for a small audience willing to 'do the work' to respect East Arnhem and become respected by East Arnhem. Yes, it was identifying that we'll be talking to a specific audience motivated to be part of a better future built on a more equitable past. But mostly it was about shutting the hell up and recognising when someone had put the magic on the table for us: The right heart finds East Arnhem.