 Make sure we built the right foundations. We align our values. What problem are we solving in this marketplace? And then we connect with our audience. We show them why our food is so great. Connect with them and build that brand story and connect with your customers so then that way they'll always come and support you even though your prices might be higher even though there's a competitor around the block they'll always come and support you. And then when we have the fundamentals right, then we work on explosion. Then we work in exploding in revenue. Then we work on marketing. The fun stuff.