 things that I think are consistent across the successful deployments. And the first one is about culture. So one of my favorite things is culture eats strategy for lunch. And it's not just a saying if your culture allows for people to communicate and your employees to get out there and speak their subject matter expertise as content, then typically a company is successful. Amazon is people come here to change the world. That's what that's what we want to do, right? We want to have an impact on history.