 And so I think, yeah, it's a lot of thought work. It's really like getting into yourself and learning, you know, what's important to you as a person and how that can translate into your company. Because if you can't stand behind it, you can't ask other people to. So that's fantastic because you're going to have a brand. You're going to have a culture that your customers in the community and the industry knows about for sure. And whether it's the one you want or not. Yeah. If you don't do that upfront thought work, it becomes whatever it defaults to you with either how your customers work with you, your clients work with you and your employees interact as well. So so that's great. That's not something you hear about a lot. Someone taking the time and care to think all that through and be prepared for that workload and workflow to really give clients all that attention that they really need.