But could you talk a bit about that? What are you building today that will give you competitive advantage in your space?

So, Jim, it is probably the hardest part of my job.

It is by far the hardest part of my job.

When I walked in the door...

It was very obvious to me because there were just some fundamentals missing.

And I think we solved that with brand creative content.

We have a brilliant woman who runs our content and customer growth, building podcasts like yours that have been off the charts.

I'd like to learn from you about How do you activate that? What are the practices, the habits, the rituals so that that shows up with the people you wanted to show up with, you know, your team and the company at large?