 Successful companies I think have to have done that at least subconsciously right because they're setting up cultures that People want to work for that people want to work with yeah I find that companies hit a point where they go. Oh, we need to be really conscious about this now They we all and I know is my experience to I'm just gonna get out there and do it And then I hit a point if I need to be really conscious about the brand and to be really conscious about the kind of clients I want to work and then so that's almost like a new beginning of the company Yeah, for sure, and I think you learn some of that stuff as you go to like I definitely You know I jumped in both feet in like I wasn't you know I didn't know everything like I said like business was not something that I went to school for you know I went to an art school for design so You know you learn some of that as you go and you you know hire people to help you You know I you and I had a lot of conversations and a lot of you know coaching to help with some of those things