I'm helping a friend fill in an application for an award ceremony in the industry that she's in. And the first question is, what is the ethos of your organization? Well, it's kinda difficult to answer that question if it's just you as a self employed person, because you're immediately thinking, "But I'm not an organization." But nevertheless, you still have an ethos, the way you do business. Google used to have a kind of mission statement, a thing that said, don't be evil. Interestingly, they dropped that which I found a fascinating insight into the way the company was moving. But having an ethos, having a way you do things, having a kind of a DNA to the way your business exists, is actually really important. And often that way things are done stems from the culture of the person or the people who set up that business. And if you're just a one man band, or a one lady band, then obviously it's pretty easy. It's you, it's the way you do things. If you like to do things in a quality...