 and is being an effective organization with measurable results. If we have an idea and it doesn't work, we're scrapping the idea. I, we are driven by what is the most effective thing that we can do. And we had some ideas when we started, you know, this is a brand new organization had never been done before. Our strategy had never been employed the way that we do it. And so a lot of it was kind of shooting in the dark a little bit of, okay, what's going to work. And after I had conversations with Jarell Godsey at Heartbeat International with