What is it? How did it get started? How did you know that you needed it?

Yeah.

So we were, we...

Uh, Elevate Leadership flagship program started 10 plus, 10 years ago.

Elevate Essentials came out of 2020 and sort of emerged from there.

Sometime in the last handful of years, there started to be this sort of a hint of a conversation around w- a sort of a missing middle in a way.

And at the, about the same time, Donovan and his peer, Melissa, our head of HR, were in Elevate Leadership.

Mm.