Can you explain a little bit more about your approach to, to systemizing or trying to systemize the business a bit?

Well, let's start from what really is driving what I'm trying to do here.

The notion of you never get a second chance to make a first impression has never been more true than what I'm facing today.

Think of it this way, we have about... we have a revenue of, let's say, 1.2, 1.3 billion.

Uh, this revenue is made up of between 210 to 240 transactions.

So a good year, I can get four or five new buyers or current owners to trade up, and that can lead to a great year.

Or I miss four or five buyers or owners for any reason, that can lead to a bad year.

But what does innovation look like in terms of Ferretti?