 Yeah, so there is a recent statistic that only 20% of employees today are bought into their company's culture. So it's a huge opportunity for leaders and for companies that do it well to hire and 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 whatever.