But yeah, I suppose you made so many decisions, some of them mistakes, but presumably there were certain decisions that you made that really were the catalysts for growth in the organization.

Yeah, there are probably dozens of pivot points if we go back and look at it, right? Because the internet changed so much over 23 years.

We started coding websites in Notepad because it was the best thing available, right? So obviously the world changed.

But probably the one that would be most interesting to this audience was that early 2000s, we'd hired two very expensive, very senior salespeople, one in Calgary, one in New York.

Great people.

I still hang out with them.

We still have cocktails.

And I appreciate like, this could be anything, but I'm just interested, like, you know, is there a commonality or like, you know, I'm not saying you have a playbook, but any one thing, if they mean one, two, three things that you always seem to say to everyone, which I think might be helpful for our,