 Well, I think, you know, Peter Dreckett said it best when he said culture eats strategy for breakfast, right? It doesn't matter how great your strategy is if you don't have the right people to execute on it and inform it. And I think that culture plays a huge role in that. And everything that we do at the company needs to track back to strong values in some way. We shouldn't have any HR program or HR process that doesn't support the business and the strategy of the business and what we're trying to accomplish. There's so many companies, you know, their people ops, their HR leaders may have a wonderful degree and had gone to some great schooling. It's almost having to forget what you've learned to reinvent what is best. And that's what innovative companies do in their products. They're not just trying to follow others. They're trying to do something new in the marketplace that is better than what has happened before. Well, people ops and HR teams should try to do the same thing. They shouldn't just follow other people. They should be thinking, what is this business? What do we want to try to accomplish? And how should we run our company? What should our values be? And everything we do and everyone we hire and everyone we promote should track back to those values in that culture.