In every business that you run, right? You have these core values, right? And i think every business is a little bit different as far as what those core values are. Ah, and you've always talked about how important it is to have those cor values set early in the beginning stages of that company. I say you have an advantage for that. Like, i didn't set my cor value sos 11 years in o oka, perfect. An question. How do you establish an implement those q values in a company that's already gone, that's 11 years in, eh? Versus then youn start o look, how do they go? Yes, well, hear's