 I don't do logos, I don't do brand voice, font, color, all of the things that a lot of people think about when they hear the word brand. And as I kind of ventured out of the creative realm, I needed a term that would resonate with folks that didn't require so much explanation. And I spent time with my team thinking about that. And we really started thinking about what is it that we're focused on? And what we're focused on are the unique qualities and characteristics that define an organization. And the funny thing is if you replace the word organization with organism, you have the literal definition of DNA. And so we started referring to it as company DNA. I don't think we created the term, but company DNA, we define that as the unique qualities and characteristics that define an organization.