 And there are various ways that you can do that for sure, but a big part of it is being authentic. And that's just being real, being candid. And I'd say that that's becoming obviously in the last, what, 10, 20 years has become even more valued. I don't think that it wasn't valued before per se, but it is much more prominent in the marketplace now. And you think about Brene Brown, her book and all that she does around Dare to Lead and