Talk Story Media: Conversations That Reveal How Business Really Works
William Peetoom
Capital Continuity Systems Architect | Commissioner, Senior Affairs | Co-Host, Talk Story Media
William Peetoom is a systems architect specializing in capital continuity, workforce resilience, and employer-driven infrastructure design. He works with home health and senior-care operators to reduce hidden financial inefficiencies, strengthen workforce health, and implement compliant, sustainable cost-control frameworks.
As founder of Kaizen Group International, William designs integrated strategies that align protection, capital flow, and long-term business stability—moving beyond fragmented products into structured financial ecosystems. His work focuses on solving systemic challenges in payroll inefficiency, healthcare cost pressure, and employee retention through disciplined architecture and execution.
In his role as Commissioner of Senior Affairs for the City of San Diego, William brings a public-sector lens to private-sector solutions—advancing initiatives that support aging populations, caregiver sustainability, and continuity of care.
Through Talk Story Media: Business Edition, he facilitates high-level conversations with operators, founders, and policy leaders—translating real-world business challenges into actionable frameworks that drive clarity, performance, and long-term positioning.
Connect: www.linkedin.com/in/wpeetoom
Talk Story Media: Conversations That Reveal How Business Really Works
How One Filipino Directory Becomes A Global Economic Engine
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William Peetoom, Commissioner - Executive Producer & Host: Business Dev. Advocate - A Modern-Day Urban Robinhood | Blue Zone Living Benefits Insurance - Broker/Agent, Licensed Life & Health Insurance Professional | CA License #4347307
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The Hidden Story Behind $149 Listings
SPEAKER_00So imagine paying $149 a month to list like a small local landscaping business in a neighborhood directory, only to find out you're actually, you know, funding the beta test for a multimillion dollar geopolitical trade spine.
SPEAKER_01Right. Yeah. It sounds exactly like the plot of a corporate espionage thriller or something. Like you think you're just buying a Yellow Pages app, but you're actually sitting on the ground floor of, well, an alternative global economy.
SPEAKER_00Yeah, exactly. And that contrast, that massive discrepancy between what a platform claims to be and what it is actually engineering in the dark is exactly what we are exploring today on this deep dive.
A Normal Directory With Strange Ambitions
SPEAKER_01It's a wild one.
SPEAKER_00It really is. So our subject today is something called One Filipino Directory, or OFD for short. If you navigate to their website right now, you will see what appears to be just a standard, completely unremarkable online business directory. Trevor Burrus, Jr.
SPEAKER_01Right. Just serving the global Filipino community. It basically looks like a niche version of Yelp, you know?
SPEAKER_00Aaron Powell Totally. You type in what you want, you find local business, you leave a review. It's a very familiar architecture.
SPEAKER_01Aaron Powell Yeah, nothing out of the ordinary on the surface.
SPEAKER_00Aaron Ross Powell Right. But we got our hands on a stack of sources that included not just their public-facing website copy and their membership tier structures, but, and this is the crazy part, a fascinating trove of behind-the-scenes strategic architectural logs.
SPEAKER_01Aaron Powell Oh, wow. So actual internal development strategy sessions.
SPEAKER_00Aaron Powell Exactly, direct from the dev team. So our mission today is to uncover how this seemingly simple phone book of local businesses is actually engineered as this highly sophisticated geopolitical diaspora spine.
SPEAKER_01A system meticulously designed to capture millions in global trade and capital, right?
SPEAKER_00Aaron Powell You got it. Okay, let's unpack this. How does a digital neighborhood directory secretly operate as a geopolitical spine?
SPEAKER_01Aaron Powell Well, I mean, to really understand the modern global economy, we have to look at how diaspora networks are building their own digital infrastructures. Right. We are kind of moving past the era where immigrant communities just, you know, assimilate into existing mainstream platforms like LinkedIn or indeed.
SPEAKER_00Because the friction is just too high.
SPEAKER_01Exactly. The friction on those platforms is way too high for specialized cross-border needs. So these communities are basically building their own sovereign closed loop systems.
SPEAKER_00And that's what OFD is doing.
SPEAKER_01Yeah. What OFD is architecting behind the curtain is, frankly, a masterclass in this strategy. But the brilliance of it, it really only makes sense if you first understand the camouflage they are using. Aaron Powell Right.
SPEAKER_00The camouflage being the public directory itself. Like when you land on one Filipino directory, they hit you with some pretty impressive public metrics right off the bat.
SPEAKER_01Yeah, they do.
SPEAKER_00They currently boast over 6,760 members listed, and they prominently highlight that they are tapping into a market of 4.2 million Filipino Americans in the U.S. alone.
SPEAKER_01Aaron Powell And you know, if you browse the actual listings, the camouflage works perfectly. It's highly localized, very community-centric.
SPEAKER_00Aaron Powell Yeah, you do a quick search and you find places like Porquies Laton in National City, California, or a spot called Cheery Vegan in Los Angeles.
SPEAKER_01Oh, I've heard of that one.
SPEAKER_00Really? Yeah, and there's TK Code Distribution Inc. over in Makati in the Philippines, and local service providers like Kalana Landscapes. I mean, it feels very neighborhood focused.
Membership Tiers That Hint At Scale
SPEAKER_01Aaron Powell Totally. And to keep up that facade, they obviously have to monetize it the way any standard directory would.
SPEAKER_00Right. They've structured a tiered business model to monetize those everyday listings. They start with a community tier, which is free forever.
SPEAKER_01Nice.
SPEAKER_00Yeah, you get a basic business listing, a Google index profile, and category placement. Then there's the pillar tier, which they market as their most popular. That one's $49 a month.
SPEAKER_01And what do you get for that?
SPEAKER_00Well, for $50, you get featured category placement, photo and video galleries, priority search ranking, and lead notifications.
SPEAKER_01Honestly, if I'm running a local vegan pop-up or a landscaping company, $50 a month to get priority placement in a targeted community directory makes perfect sense.
SPEAKER_00It really does. But then we hit the third tier, the sentinel tier. And this is where the facade really starts to crack.
SPEAKER_01What's fascinating here is that the sentinel tier introduces this level of corporate friction that completely betrays the platform's local directory to stize?
SPEAKER_00Trevor Burrus, I mean, it's $149 a month. Your business gets homepage feature rotation and category banner sponsorship, which is standard, sure. Right. But then they throw in a dedicated account manager and a quarterly strategy call. And I just have to push back on this. Why would a local leche on distributor or a two-person landscaping company ever need a quarterly strategy call and a dedicated account manager?
SPEAKER_01They wouldn't.
SPEAKER_00Right. Isn't that complete overkill for a simple directory?
SPEAKER_01It is absolute overkill because it's not meant for the Lechon distributor. That $149 tier is your first clue that this public directory is really merely a visible interface.
SPEAKER_00It's like a net.
SPEAKER_01Exactly. It's a dragnet. The underlying system, which the internal logs reveal is being built by an entity called Kaisen Group International, or KGI, is actually testing an entirely different, much larger
The Internal Pivot To Home Health
SPEAKER_01infrastructure.
SPEAKER_00Aaron Ross Powell And the internal strategic logs lay this massive pivot in real time. It's wild. It actually starts with a really mundane technical headache.
SPEAKER_01Aaron Powell Yeah, I love this part.
SPEAKER_00Aaron Powell So the development team was working within a software architecture called Manage My Directory, right? And they were just trying to edit the generic category tiles on the homepage. We're talking about tiles simply labeled automotive, construction, food processing, and entertainment.
SPEAKER_01Aaron Powell But the developers hit a wall. They they basically couldn't easily update the images on these tiles due to some platform limitations. Right. And while troubleshooting this with an AI strategic assistant, this critical realization surfaces in the logs. Like spending hours fixing generic category tiles is a complete waste of time.
SPEAKER_00Aaron Powell Because those tiles are just placeholders.
SPEAKER_01Exactly. They are entirely irrelevant to KGI's true objective.
SPEAKER_00Aaron Powell Because the real target for OFD isn't capturing local auto mechanics or construction firms at all. The internal documents explicitly state their immediate goal is securing a $200,000 pipeline focused entirely on one specific, highly lucrative vertical.
SPEAKER_01Home health and hospice.
SPEAKER_00Yes. Home health and hospice.
SPEAKER_01And the specificity of this pivot is what makes it so powerful. I mean, they aren't going after all Filipino businesses anymore. They are building a highly targeted infrastructure for a specific type of professional they call the sojourner.
SPEAKER_00So what does this all mean? Like the logs define a sojourner as Filipino talent seeking stable work abroad, right? Correct. Specifically targeting registered nurses or RNs alongside LPNs, CNAs, and home health aids, basically varying levels of specialized clinical and hospice care. But why abandon a wide diverse directory to hyperfocus solely on clinical caregivers?
SPEAKER_01Aaron Powell Well, you have to look at it through the lens of velocity.
SPEAKER_00Velocity, yeah.
SPEAKER_01Yeah. If you are building a massive economic engine, you don't start by trying to process every type of transaction at once. You find a high velocity, high-demand market where the existing systems are currently failing. Oh, okay. And in global labor, one of the absolute biggest points of failure is benefits continuity. Aaron Powell Right.
SPEAKER_00The logs emphasize this concept a lot. They call it part-time slash all the time with benefits. But how does a digital directory actually execute that?
SPEAKER_01It requires completely decoupling benefits from traditional full-time employment. So, say a sojourner might take multiple part-time contracts across different home health agencies or even geographic regions. Okay. Normally, bouncing between 1099 contracts means you lose your health insurance, your 401k matching, your whole safety net. It's a massive deterrent for gig work.
SPEAKER_00It totally is.
SPEAKER_01But OFD is architecting a system where the platform itself holds your benefits and your career architecture.
SPEAKER_00Oh wow. It's like having diplomatic immunity, but for your health care and retirement.
SPEAKER_01That is a great way to put it. Yeah.
SPEAKER_00So no matter which corporate country, or in this case, which hospital or agency you step into for a short-term contract, your home platform's protections just travel with you.
SPEAKER_01Exactly. And by solving that incredibly complex high-friction problem for nurses first, OFD builds this impenetrable foundation of trust. Once you have the absolute trust of the high-earning sojourner, you can plug them into the larger economic machine.
SPEAKER_00Which brings us to what the architectural logs call the three-vector
The Three-Vector Diaspora Flywheel
SPEAKER_00system.
SPEAKER_01Yes. The actual blueprint.
SPEAKER_00This is the literal blueprint for the diaspora spine. Because simply acting as a specialized job board for nurses is, at the end of the day, just a transactional business. But OFD is building a closed-loop economic ecosystem that operates at the intersection of three massive distinct flows of capital.
SPEAKER_01Let's examine those three vectors because the mechanics here are just brilliant. Vector one is what we just discussed, the sojourner.
SPEAKER_00Okay, the talent finding global opportunity.
SPEAKER_01Right. The talent securing benefits continuity through the platform.
SPEAKER_00Aaron Powell Got it. Then we have vector two, the international investor. This represents diaspora capital. We're talking about Filipinos who have established themselves abroad, accumulated wealth, and now they want to invest back into Philippine ventures.
SPEAKER_01But the friction here is trust. I mean, they need verified secure returns. They need to know their capital isn't just disappearing into a black hole of mismanagement back home.
SPEAKER_00Aaron Powell Which is a huge concern for any diaspora investor.
SPEAKER_01Totally. Which leads directly to vector three: product sourcing. The internal logs actually refer to this as a Beyondihan commerce model.
SPEAKER_00Beyond commerce?
SPEAKER_01Yeah. This is the flow of authentic goods produced by verified suppliers back in the Philippines, being sold directly to the diaspora families living abroad.
SPEAKER_00Aaron Powell Okay, now in the logs, they talk about this insane flywheel effect when these three vectors connect. Let me see if I have this right. The sojourner earns a high salary abroad through vector one.
SPEAKER_01Right.
SPEAKER_00They then take a portion of those earnings and using the trust infrastructure of OFD invested alongside the diaspora capital funds in Vector 2.
SPEAKER_01Yes.
SPEAKER_00Those funds are then deployed to back verified sourcing producers back in the Philippines. Those producers create goods, which are then sold back to the sojourner's own community abroad through the OFD commerce platform in Vector 3.
SPEAKER_01You nailed it. And then the profits from those commerce sales return to the investors, which includes our original sojourner starting the cycle all over again with compounded wealth.
SPEAKER_00I mean, I have to push back here though. In theory, that closed loop sounds like a brilliant sovereign digital economy. Like the money never actually has to leave the community's ecosystem.
SPEAKER_01On paper, it's perfect.
SPEAKER_00Right. But keeping capital trapped in a closed loop is incredibly difficult in practice. People just want to spend their money where they live. How does OFD actually incentivize a nurse living in California to buy goods shipped from the Philippines instead of just driving down the street to Target?
SPEAKER_01If we connect this to the bigger picture, you have to understand the friction of traditional remittance models. The current system is basically a leaky bucket.
SPEAKER_00How so?
SPEAKER_01Well, a worker in California sends money home to Manila via, say, Western Union. That money gets spent by their family at a local mall owned by a massive multinational conglomerate.
SPEAKER_00Oh, right.
SPEAKER_01So the capital immediately leaves the community's wealth-building cycle. It's pure consumption. But OFD incentivizes the closed loop by turning consumption into equity.
SPEAKER_00By turning consumption into equity?
SPEAKER_01Yeah. You aren't just buying goods from back home. You are buying goods from producers that your specific investment fund is actively backing. You are driving revenue to your own portfolio.
SPEAKER_00Aaron Powell So it's not just blind loyalty to a cultural product. Yeah. It's a financially aligned incentive structure. Trevor Burrus, Jr.
SPEAKER_01Precisely. This is what the logs refer to as capital continuity. The system is architected so that the capital stays within a verified network, compounding in value rather than bleeding out through third-party consumption.
SPEAKER_00That is wild.
SPEAKER_01That is the mechanism that elevates OFD from just a hiring board to a true global spine.
SPEAKER_00Okay, so the theoretical architecture of this closed loop ecosystem is solid. But a platform like this requires massive upkeep. How does OFD actually monetize this without just, you know, nickel and diming the community with small transaction fees?
Redirecting Marketing Spend Into OFD
SPEAKER_01Because the logs detail a massive realization regarding their revenue model.
SPEAKER_00Right. The development team realized early on that charging a $2,000 to $5,000 placement fee for a nurse is entirely the wrong approach.
SPEAKER_01It's purely transactional. If you do that, you're always just hunting for the next placement.
SPEAKER_00Exactly. The real, structural, highly lucrative revenue doesn't come from transaction fees. It comes from capturing alternative marketing spend.
SPEAKER_01And this is where the sheer scale of the ambition really shows. Oh, absolutely. Every single player in those three vectors already commands a massive marketing budget. Like employers, such as large home health agencies, are currently spending anywhere from $10,000 to $50,000 a year just on recruitment marketing.
SPEAKER_00They are dumping huge amounts of money into LinkedIn, Indeed, and ZipRecruiter, basically praying they find qualified clinical staff.
SPEAKER_01Yep. And the investors are doing the exact same thing. Diaspora funds and family offices spend massive budgets on limited partner acquisition. They pay heavily to market themselves to wealthy diaspora investors.
SPEAKER_00And meanwhile, the producers back in the Philippines are spending $5,000 and $20,000 a month just trying to reach those diaspora consumers with their products.
SPEAKER_01Exactly. So OFD's true business model is to step right in front of that existing spend. Aaron Powell Right.
SPEAKER_00They go to a healthcare employer and offer them a verified Filipino caregiver pipeline for, let's say, $15,000 a month.
SPEAKER_01Yeah. They are effectively telling these massive hospital networks, hey, stop pouring your budget into the void of Indeed and redirect that marketing spend directly into our platform.
SPEAKER_00Here's where it gets really interesting, though. I'm trying to put myself in the shoes of a hospital administrator here.
SPEAKER_01Okay, go for it.
SPEAKER_00Why would I redirect my entire Indeed or LinkedIn recruiting budget to a platform called One Filipino Directory? I mean, Indeed has millions of resumes and algorithmic parsing. What is the actual mechanism that makes OFD so special that they can command a $15,000 a month retainer?
SPEAKER_01Because Indeed's algorithmic parsing actually creates work for the hospital.
SPEAKER_00It does.
SPEAKER_01Oh yeah. When a hospital uses a mainstream platform, they get a thousand resumes. Then their own HR department has to spend weeks manually verifying credentials, running background checks, checking medical licenses across different jurisdictions, and validating language proficiency. It is a massive drain on operational resources. So OFD comes in and says, we will save you 60% of your screening time.
SPEAKER_00Wow. A 60% reduction in screening time is a massive operational saving. But how do they actually achieve that?
SPEAKER_01Through primary source cultural validation.
SPEAKER_00Okay. What does that mean in practice?
SPEAKER_01Well, generalist AI platforms really struggle with cross-border credentialing. OFD, on the other hand, leverages its specific cultural network and dedicated infrastructure to manually cross-reference foreign medical licenses with specific licensing boards in the Philippines.
SPEAKER_00So they do the legwork up front?
SPEAKER_01Exactly. Before a sojourner ever appears in an employer's search results on OFD, their identity and medical background have been rigorously manually verified by the platform's own infrastructure.
SPEAKER_00So the employer isn't paying for a pile of resumes, they're paying for access to a pre-cleared trust-verified pipeline.
SPEAKER_01You got it. And because it saves them so much time and risk, 15 grand a month is a steal.
SPEAKER_00Okay, so to capture that massive institutional marketing spend, OFD has to prove to these multimillion dollar healthcare networks that their platform is an unquestionable vault of trust.
Trust Moats Through Badges And Language
SPEAKER_01Right.
SPEAKER_00And you can't just promise that in a pitch meeting. You have to prove it visually and technically on the platform itself.
SPEAKER_01Exactly. Which brings us to the concept of MOS.
SPEAKER_00MOTES. Like around a castle.
SPEAKER_01Yeah. A competitive moat protects your business from rivals. And OFD is actively building two of them: a technical moat and a visual moat.
SPEAKER_00Okay, let's dive into the technical moat first. Because the internal logs lay out this highly specific badge system for the caregiver profiles.
SPEAKER_01I love this detail.
SPEAKER_00It's so smart. They're proposing 16 by 16 pixel icons displayed right on a sojourner's profile, representing verified medical licenses, professional certifications, and background checks.
SPEAKER_01It seems like a tiny detail, right? Just a little icon.
SPEAKER_00Yeah, but the logs emphasize that a user cannot self-select these badges. You only get the icon if the OFD team has manually validated your submitted documents.
SPEAKER_01That tiny 16 pixel icon is the product. It creates instant visual trust. An employer can scan a profile in two seconds and know the exact verified credentials.
SPEAKER_00That is so efficient. But the technical moat goes even deeper with their language identifier.
SPEAKER_01Oh, this part is brilliant.
SPEAKER_00It really is. The global Filipino diaspora is incredibly linguistically diverse. So OFD is adding back-end fields to filter caregivers by fluency in English, Tagalog, Bisaya, Ilocano, and more.
SPEAKER_01And the key is they treat that language fluency as a hard clinical skill, not just a demographic fun fact. Right. Like if an employer in the UAE needs an Arabic-speaking caregiver, or a home health agency in California has an elderly patient who only speaks Pisaya, OFD allows them to filter for that exact match instantly.
SPEAKER_00Which mainstream platforms completely overlook. They ignore regional dialects entirely, which has to be a massive point of friction in elderly care.
SPEAKER_01It absolutely is. And by solving it, OFD completely justifies the $15,000 pipeline fee.
SPEAKER_00But the technical infrastructure is really only half the battle. If you are charging institutional prices, you have to look like an institution. Which brings us to the visual mode. And the pivot here is just staggering. Let's talk about the branding, starting with their logo assets.
SPEAKER_01It's a masterclass in signaling authority. If you look at the OFD logo, it heavily relies on geopolitical imagery. It does. You have a blue and green globe wrapped in a sweeping red, white, and blue design. You have the bright yellow Philippine Sun, gold stars, a silver and gold dollar coin, and a massive ascending red arrow indicating economic growth.
SPEAKER_00I mean, it doesn't look like a trendy, disruptive Silicon Valley app with soft lowercase letters and pastel colors at all.
SPEAKER_01Not even a little bit.
SPEAKER_00It looks like the seal of a government trade initiative or an international monetary fund.
SPEAKER_01And the strategic notes reveal a plan for the homepage that takes this aesthetic to its absolute logical extreme. Remember, the platform currently relies on those friendly, generic category tiles.
SPEAKER_00Aaron Powell Like the local landscaping and vegan food tiles.
SPEAKER_01Right. Well, the developers are proposing replacing that entirely with a dynamic, rotating Earth visualization.
SPEAKER_00Aaron Powell I read that. A live HTML5 canvas visualization showing real TPP, that's the Trans-Pacific Partnership, and ASEAN trade routes connecting Manila, Singapore, Tokyo, and Sydney.
SPEAKER_01Aaron Powell Yeah. And they want orbiting satellites representing global data and capital flows.
SPEAKER_00It's insane. They're literally changing their homepage from a friendly neighborhood directory grid of smiling faces to a geopolitical command center.
SPEAKER_01Aaron Powell And the inclusion of the ASEAN trade routes is highly deliberate.
SPEAKER_00Why is that?
SPEAKER_01Aaron Ross Powell Because the Association of Southeast Asian Nations represents a massive interconnected regional economy. By visualizing those specific routes, OFD is signaling to Diaspora Capital that they aren't just looking at the U.S. Philippine corridor. They're tapping into the broader economic engine of all of Southeast Asia.
SPEAKER_00But I have to ask, is this not a massive strategic risk?
SPEAKER_01How do you mean?
SPEAKER_00Well, if I am running that local vegan pop-up or a small landscaping business, and I go to update my $49 pillar tier listing, and suddenly the homepage is covered in orbiting satellites and ASEAN trade routes. Am I not going to run for the hills? Doesn't this visual pivot completely destroy the local camouflage?
SPEAKER_01This raises an important question about the psychology of the investor signal and who the true customer actually is. Okay. You are right. A local landscaper might find a rotating globe super off-putting, but OFD has realized that the local landscaper paying $49 a month is not the future of the company. The future is the multi-million dollar diaspora fund or the massive healthcare network. When those institutional buyers land on the page, what do they need to see?
SPEAKER_00They definitely don't want to see stock photos of smiling people buying lechen. It looks early stage, it looks small.
SPEAKER_01Exactly. A satellite trade route visualization screams institutional infrastructure. It visually reinforces the core message, which is we are not a local hiring platform. We are a global conduit connecting diaspora capital and international supply chains.
SPEAKER_00So they're willing to shed the smaller guys.
SPEAKER_01Yeah. If losing a few local directory listings is the cost of securing a $15,000 a month institutional pipeline, it is a trade they will make every single time.
SPEAKER_00Aaron Powell It's basically the digital equivalent of our opening analogy. Like when you open the back door of that corner store, you don't want to see a couple of guys with calculators trying to scale up.
SPEAKER_01No, you want to see banks of monitors, real-time data flows, and serious infrastructure.
SPEAKER_00Aaron Powell Exactly. That visual authority is what secures the institutional capital.
SPEAKER_01They took the very real human friction points of the Sojourner, the need for portable benefits and verified credentialing, and they basically architected a geopolitical capital engine around it, perfectly disguised as a neighborhood business
A Blueprint For Borderless Community Commerce
SPEAKER_01directory.
SPEAKER_00Aaron Powell It really is an incredible evolution to track. I mean, we started this deep dive looking at a simple search bar where you might try to find a local spot for Filipino food in Los Angeles.
SPEAKER_01Right.
SPEAKER_00And by reading through their internal architectural logs, we uncovered a complex, three-vector geopolitical diaspora commerce platform.
SPEAKER_01An ecosystem entirely designed to capture millions in redirected marketing spend by offering something no generic mainstream platform can replicate. Exactly.
SPEAKER_00It absolutely makes you look at every simple community website a little differently, doesn't it?
SPEAKER_01It sure does.
SPEAKER_00You start wondering what kind of massive economic engine might be humming right beneath the surface of the HTML. And it leaves you with a massive question to ponder.
SPEAKER_01Yeah.
SPEAKER_00If this closed loop, trust-verified diaspora spine model works for the 4.2 million Filipino Americans, if they could successfully execute this sovereign digital economy, what other global diaspora networks are currently building the exact same thing in the dark?
SPEAKER_01It's highly likely that this specific architecture is just the beginning of a much larger trend.
SPEAKER_00Right. Could the future of global trade completely bypass traditional borders and mainstream tech platforms in favor of community verified digital infrastructure? If one Filipino directory succeeds, the blueprint is out there. It's proven and profitable.
SPEAKER_01It changes the definition of globalization entirely. It moves power away from the generalist platforms and hands it directly to the verified cultural networks.
SPEAKER_00It absolutely does. Something for you to mull over the next time you browse a local community directory. Until next time, keep looking beneath the surface.
