 comment. Again, if you understand that there are 10 different things to go into making up our company's culture, then maybe one of those or two of those a week is what you're touching on. How do you make it interesting, Brandon? How do you make it exciting for the person to stay keyed in on the culture? You're the author. You're the leader. You author 20% of the time. One of the things you author in that 20% is the company culture. How do you make that interesting? Tim, we tell stories.