and larry broten is the founder and ceo of broten hotels operating through california and chicago. good to see you both. >> good to be here. >> you have such a great story, james. you started your company from nothing, you just got 80 million from goldman. i use your company. you've taken it from zero employees to how many now? >> about 700 now. >> what have you learned? >> we've learn a lot. focus on the culture at the company. i think it's easy as you grow quickly to think about the top line and bottom line. it's ultimately about the people. great companies always get back to cull tear and why employees want to work there and what they're trying to accomplish. the biggest thing we've learn, you can never forget it's all about the people. they ultimately help you become successful over the long term. >> do you feel like you've had your culture right from the get-go. >> you're always tweaking it. what works for five people in a coffee shop is what different than what works for 700 across four locations. be relentless talking about it. >> have you had to get rid of people because th