 retain great talent. I think you have to start with really understanding what is your culture. People, sometimes their eyes glaze over when you start talking about it. They're there, you know, warm and fuzzy or, you know, whatever, ping pong table and birthday cakes and so forth. Culture, there's a lot more to that, but it's also very tangible and measurable. And so I think you start with really quantifying and understanding what it is