It makes perfect sense that I I'll do a little tee up because I feel like Jon will just explain this beautifully. But, you know, our company started by outlining our core values, like that literally is what started our company, our first core value is everyone matters, we have eight of them. Our last core value is community is everything. And we've got six stacked in between there. And they're very, very simple ideas, but they are non-tra...they're very untraditional, and but it's really about centering our work in the human component, because that is what it is. And I would even just say to you, Tim, like, because you all have beautiful values expressed in your company. And it's why we love you all so much because you live them. And we have created a ton of content around our values, we did an entire Friday episode series, unpacking each of our core values at the very beginning of launching our podcasts because we wanted our community to know what they meant to us and how they'll see them expressed. And we pull them in, I would say almost every episode, we can thread back to having a guest on and we can illuminate why they're playing, you know why they're valuing this, the same value that we have, we love showing that value alignment. And again, it goes back to empathy. And it goes back to making smart decisions. And we're thinking like a business all the time. And we're not going to apologize for it. But I think that I think one of the great things about our values that has made me feel so good is when we have people in our community, we have sponsors and vendors, reflect them back to us, we've had sponsors come in and say we want to create a mid roll ad around, you know, core value number four, which is we're here to, you know, create believers, not donors, you know, we don't want to create donors, we want to create believers, because believers are not only going to bring the financial bottom line to bear, but they're going to bring passion network, volunteerism, they're gonna bring everything with him when you make when you build a believer. And so when we have people in our community say that I know I'm in the right place, because you say these things about who you are, and you live them. The trust that's built there, and that is something that I would take away, it has been a huge takeaway in building our business is that we're able to build trust so quickly, and that vulnerability and that self expression of who we are and reiterating it. I think it just had tremendous resonance, specifically in the great resignation, when people are leaving their jobs voluntarily and saying, looking around saying, Why am I doing the work that I'm doing? You know, why am I spending my life working to death? You know, I need to find something that really, you know, drives me and motivates me. And those are the people that we're ready to take in and mobilize in the for, or in the nonprofit or the social impact space. Because we want their passion, we want their hustle, we want their heart, we want all their creativity. And you have to think that a lot of them came in the door through our values is just like mind blowing. We just didn't honestly didn't even think about it. So Jon, go ahead, because I feel like this was a lot your brainchild.