 I'm Ryan Kutcher, founder and creative director at Circus Maximus, an agency here in New York City. The mantra is, do what you say you're going to do. It's pretty straightforward. It means you're going to do what you say you're going to do. It's important because I think it's about integrity. You won't lie, you won't boast, you won't bullshit people. And I think, particularly in our industry at this time, that's a very rare but beautiful thing. In the personal life, it's pretty straightforward. You know, if someone wants me to be somewhere and I say I'm going to do it, I show up. In the professional life, I think it's about like kind of being honest with clients, you know, about what we can do, what we can't do, what we're good at, what we're not good at. You know, I think these days our clients have such a vast array of needs. I think it's very important for us to be able to say to them like, hey, we're really good at this, this and this. If you use this in that way, we're going to have a really effective relationship. We're going to be able to help you. We're going to be able to do this, this and this. If you want us to do these other things, we're not as good at that. Maybe we can find a partner or maybe you need to find someone else to do it. And I think particularly as a small agency, that's hard to do. You want to grow your business. You want to grow quickly. You want to grow effectively. You might find yourself kind of wanting to promise to be able to do things that you can't do, but that's a trap. If you see work that you like from us, give us a call. If you see work from other agencies that you like but you want us to do it, that's probably a bad fit. It's one of those mantras that's very simple, which is what I love about the mantra.