 I'm Dave Gray, and this is the Service Design Show. I got sick of hearing it honestly, and that's why I developed this tool with Alex Osterwalder called the Culture Map, is I felt that organizations needed a better way, better tools, better practices, better understanding of what is culture, what does it mean, how does it come to be, and how does it come to be changed, how does it come to, how does it evolve, and how can we become more intentional about the culture in the organization? What if you had a chief culture officer, what would that person's job be? What would be measured? How would you measure the success of that job? How would you, what are the KPIs of the chief culture officer is measured on? There is insight on that, because I think this is really essential.