Jefferson Fisher

And so it was... Is that restaurant still there?

It's still there.

It sold mine.

If like I got... It was like I could either try to get an MBA in business or I could just put the same amount of money into... Go work in a restaurant for a while.

Yeah, yeah.

And doing it, even though many would say not the best business model for certain things, but it was...

It was fantastic.

And what I learned a lot, and I think whereas I wish I had had, and we're going to talk into this field guide that you have.

I'm generally not a jealous guy.

This field guide, as soon as I saw it and got it in my hands, I was like, doggone it, this is so good.

I wish I had had that.

Because I came in and a lot of my creativity, which I think,

I know I'm actually a very creative person that just went into law and life has led me back to doing more creativity is I got focused on brand.

I got focused on the right logo, the right tagline, the right like aesthetic.

Yes.

Instead of just.

serving people to what they were above and beyond and exceeding that expectation.

And I know a lot of your stuff is, it's not just hospitality is not meeting expectation.

It is exceeding it and giving people more than they think they could ever deserve.

Yeah.