>>ian iayannick, i said this i intro to the piece. i think culture is important but often the most neglected piece for business owners. do you agree? >> i had a company that was a one-man ban for a long time. i thought culture was bs and didn't really matter. but now i think it is everything if you want to have a big impact in the world with your business. they have a great culture. the great thing about it is polarizing. the people who love it, love it. it starts with internal customers, their employees. >> how do you create a culture. >> you have to have a strong point of view and you stand for something specific. you do not deviate from that. you're willing to shout that from the roof tops. you're creating an environment that people want to be in because they're cooler. they're part of the club. and so when you look at the people who are participating in this, they're putting tattoos on their body. >> yes. >> because they feel -- >> the customers, yes. >> not the employees. that's not a requirement. but for the customers, that leve