 purpose. The best group that I've ever seen do this is DHL, the International Shipping and Logistics Goliath. And they have hundreds of thousands of team members. And they work relentlessly to make sure regardless of where that team member falls on the org chart that that person is deeply connected to purpose. And DHL's purpose is we don't ship brown boxes, we ship promises. They make sure that the person that's working in a remote country, in a remote town, in the warehouse during the graveyard shift, who is putting brown box after brown box onto truck after truck, they make sure that person knows that's not a brown box you're putting on a truck. That's a little kid's birthday gift. That's not a brown box you're putting on a truck. That's a future brides wedding dress. That is not a brown box you're putting on a truck. That's somebody's medicine. They make sure that every member of the team is deeply connected to purpose.