Building to Last by James Collins and Jerry L. Poris

You've mentioned in the past this book called Built to Last by James Collins and Jerry L. Poris, which talks about three different ways that companies can grow. Can you talk a little bit about how this book has inspired you and how you have maybe incorporated some of those points into your own program? Yeah, yeah. I think maybe about two years ago, or we realized as an agency, the CRO, the practice of AP testing is becoming a little bit more and more commoditized. So I needed to reach over on the spectrum of services and reach over to try to be more consultative, more strategic with helping organizations grow.