a very well attuned antennas for hick price, witness the governor's faux pas in california or nancyy pelosi's faux pas with the spa. people are looking to call me a hypocrite so always looking to see how -- it's very important i permanently and other leaders embody the higher purpose of whole foods. you have to walk the talk or it's just talk. that being said, we have 100,000 people now that work for the company and we're getting turnover and continued growth, adding on 10 to 20,000 team members every year. how do you institutionalize the purpose? you have to -- has to be part of the orientation and has to be something that you talk about all the time, and it's important that the leaders reference what they're doing back to what the higher purpose of the organization is, and you show up at all the type. talk about it all the time. because you have new people coming in all the time you can never take it for grant. when you heal resilient, powerful culture the culture does a lot of the work for you. other people who are there and internalized the values and purpose of the organization, they wil