 What did you think about building that foundation? Well, I mean, I think a lot of it is thought work. So it's really like taking the time to sit down with yourself and a notebook and thinking through who do I want to do work for? And what do I want? How do I want them to see the agency that they're hiring? So I think for me, since it was me by myself for a long time, a lot of that was really my values and things that mattered to me that I wanted to make sure came across. I always want integrity to be a big part of what I do. I want people to trust me and I don't think you can be in business with people if they don't trust you or at least you won't be in business with them very long.