and suddenly my heart was pounding, and it was like, owh, know, he's going to call on me. the time he takes to develop them makes them love the company. we all can't do that, but what can we do? >> you notice they are about culture, whether it's the customers or the people who are working there. they have this desire to be more than they currently are. i have a feeling his hiring practices, he's looking for those people. he's not just anybody that wants to work here come work here and we will put together the hard core learning opportunities and etc., and these are probably people that want to be superstars, just like in the package. you heard the woman say, i do this because i want to be a superhero, right? >> uh-huh. you know, i said this, i do think culture is one of the most important but often most neglected piece important business owners, do you agree? >> i had a company that was a one man band for a long time, and i thought culture was bs and it didn't matter, but now as i got to know how much more powerful it can be, i think it's everything if you want to have an

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