I think that it'll get hard to get lost and like the day to day operations, but you kind of have to take a step back and say, is there things that only i can do? And that's one that i constantly remind myself of. Setting the vision and on for the company is something that i do with my co fandervene. I would say recruiting a great executive team is something that only the co can do. There's editorial responsibilities, where you set the execution quality bar, something that you can actually have permeated down. But it largely is inspired by the culture that you set. As much as you like, culture is something that permeates and builds from...