So how do you see like that process as far as like, how do you establish trust with a prospect to, um, you know, increase the likelihood that they'll be willing to take steps forward and, and, uh, and actually move forward into engagement?

I think for us, the trust is developed primarily in the discovery calls.

So once we have that very initial conversation, we really focus less on the services that we offer and more on the problems that the prospect has.

And in a lot of ways, we have the ability to tailor our solutions to the specific needs of the client.

So as long as we're listening, I think that we have that opportunity to build a level of trust that allows them to understand that we're not necessarily here just to sell something, but we're here to solve a problem for them.

Our overall mission is really patient care and patient safety.

And I think that's one thing that drives everyone at our business.

I'm really curious from your point of view, like how has it changed your industry? How has it changed what you focus on and how you're ultimately like shaping your services?