It's around...

You know, it's around universities.

We talked about...

I was headed there.

Hey, Kevin, take the floor.

Well, it's mainly because I always love to hear Jonathan speak on this because you're going to see in a second that, you know, we started our university in 2014.

And it was after a visit out to Morris Jenkins.

And it's like, when do you get to that level? And I think it's just, how do we educate better? How do we ingrain that into the culture so that everybody is just locked and laser focused on learning and development? And how do we continue to get better?

But what is it that you guys think was important about, you know, trying to, you know, just trying to be different, you know, than every other, you know, the thousand other, you know, plumbers in the exact same location who are doing the exact same thing you are?

So I'll start.

I know Jonathan has a lot of great insight here.

I've likely learned a lot from Jonathan along the way about this.

You know, I'll just speak for myself personally.

One of the things that how I approached business when I started my company in 2003, I wanted to be a people development company.

I always thought, you know, the customer is number two.

That's R-I-L-L-A, Rilla.