And at the end of the day, I tell my clients all the time, "I can't care more than you care. I can't care more than you care. And your customers can't care more than you care. So if you want your brand to be as powerful as you dreamed about when you thought, 'I'm going to start my own business,' then you have to care the most about protecting that brand and every day is an exercise of protecting your reputation as a business."