And Martin, before we jump into the more qualitative side of things, how did you get to, what are the key events in your life that took you to Lunati? Or did you join them, did you start it quite young?

Uh, so, um, basically I'll start the story at, you know, after I got my, uh, MBA, which was, um, at the end of the last century.

And I went, you know, as many MBAs do, I went straight into consulting from there one year at KPMG where I kind of, um, you know, learn the business, learn the big firm model.

Uh, and then I jumped from there to a boutique that was based in Boston called emergence consulting.

There was, uh, focused on bringing quote-unquote academic methodologies and applying them with corporate clients.

So the big one was the balanced scorecard.

So that was a great education in kind of the fundamentals of business from every angle and how they ladder together to drive customer and financial outcomes.

Wonderful notion.