i love the power of language to establish purpose. And one of the greatest examples, i think, at least among the many stories that i've read about and heard you speak about is the great restauranteur danny myer. Can you speak a little bit to how he's employed his catch phrases and language to really build an extraordinary culture? Fascinating guy. M start his first restaurant in the mid eighties. He was almost like a country, a country song writer in nashville,. Like just generating, you know, my pick up in the rain. The road to success is paved with mistakes well handled.