And I'm wondering, you know, how did that change the way clients experienced working with you and with the firm when you started using that approach with them?

Yeah, establishing reciprocity is so important in any role or any job you have, but particularly if you're trying to build a company, you want people to trust you and you want people to see that you're not just in it for yourself, but that you have other people's interests at heart.

And I sort of two thoughts are coming to mind as you talk about this.

I remember something I started doing.

I don't remember where I got this idea to do it.

Maybe it was just instinct.

Probably I took it from somebody else doing it, but it's what I call top to top meetings where I used to like twice a year, I would set up breakfast with the most senior person at Walmart or Tyson or PNG or whoever we were working with.

And I'm wondering, can you tell us a little bit more about this idea of solving problems in real time and how you lead through the turn, through this sort of live challenge that you're facing?