during the on boarding phase, you've missed a crucial part of the process, which is the hiring positie ining portioat do we like in a room together? how do we connect? how do we feel not just about working together but the company culture right there and then before they're hired? how do we talk about their brand and what are their goals and as p pirations to make the brand even better? >> have either of you codified your culture? have you written down a mission statement? >> absolutely. >> you have? >> a full document that's ever changing. it's not set in stone. we always find new ways to enhance, make it better and ultimately will make people happier, employees, because they can add their piece to the mission. it's important to have a foundational understanding of what you want your brand to represent and what you want it to mean to other. >> and also that it's real. you can say this is our culture. we believe in everyone bringing ideas to the table. we believe in work/life balance. if people don't see it happening all those words are meaningless. >> show don't tell. >> exactly. let's move on to