 We talk a lot about storytelling across the agency, but I think that there's a very, very deep connection between the work that we do within Purple and the idea of storytelling and creating content that is going to inspire action. We need a great story which will bring that big idea to life. We need great content which will make that story relevant. The content piece is really interesting because we have so many different tools now to be able to bring to bear to help tell those stories whether it's through video and through influencers and events that can really help ignite causes and purpose. How do you choose which story to represent your business? And obviously there are lots of different ways of thinking about it, but our way of thinking about it is purpose. Purpose inspires storytelling. It's not about the money. We don't do things for the money. We do things because we love things. We do things because we care about them. We do things because we're passionate about them.