You have to develop a set of values that you live and breathe, hire and fire and operate based upon. And if you're planning on building a real company, other it will always be a small business. A lot of people understand what i'm saying but they just don't do it. The idea is that those values are there to guide you. When you make mistakes, we correct to get back on course with those values. That makes ao, makes perfecty, right? It's not a, it's not so rigid, like, oh, this person violated this, so they're fired. I didn't say create culture. I said a very specific word intentionall,