sales team, building this out, not fucking it up, that type of thing.

I think the first bit would be culture, which is something we were talking about.

I think that all too often, and this is in other industries too, but people kind of neglect that piece of it.

And for me, even when it was like 10, 12 years until I finally figured out that it actually mattered.

But it's not something you just throw on the website or put on the wall.

You have to govern the business around it.

You got to hire, award, fire around those core values and whatnot.

to stay stuck if