I'm, I'm really curious, how did you get there?

Yeah, no one's really, like, touched on that, and it is...

And we never probably did a really good job explaining the purpose to the team either, to be honest.

But it always was sort of brewing in my head, but also a lot of our leadership team members really sort of helped push that initiative.

So it was at a point when I wasn't the president of the organization, was more sort of cutting my teeth on the software side, and always knew, always felt that sort of conviction that it was gonna be a necessary step, especially as we started to do more portfolio offerings and doing different things than just waste.

It always felt like when you were explaining th- it to someone, when you were starting with Discount Waste, you were backpedaling because they thought you were only a waste provider.

But we're so much more than that now.

Mm.

So maybe you can talk a little bit more about that, and then how that translated to connecting well with people and having good relationships and maintaining like the same energy within, you know, your family dynamic and within the, the corporate structure.

Yeah.

I mean, uh, if I were to like pinpoint one thing that really changed who I am is, is having my f- our first child.

And so even during that time of, of the SAS software, I think I was reliant.

I wasn't putting myself in an uncomfortable situation, um, was sort of just your typical second generation family member that was in the business and wasn't really making something of their opportunity.

And so when we had our first child during COVID, so 2020, um, really not that long ago, I mean, everything started to switch for me.

So I think this combination of, all right, I had moved away from I don't have to be what, what everyone's telling me.

Um, so maybe briefly kinda share how that, like, the, like, neuroscience and art, so the, the people and the, the creative have kinda come together and what it's done for the culture and vibe of your organization.