 Yeah, it's a classic integrity. What is integrity? It's acting behind closed doors the way you would in front of people. Well, if all you do is things for recognition, well, what are you going to do when people don't recognize it? Are you going to do poor work? Is that your only honor or badge of honor? So that's one of the things that you want to look at when you're building that. All right, Dave, what else can leaders do to create a motivational culture that lasts?