“When a company or an organization puts its values down in writing, they're often just platitudes, and they're often not stated in a way that makes them actionable. They're barely understandable, because often they're just some word like integrity or humility or transparency, but they're not stated in a way that says, 'This is more important than that. Do this even over that.'”

Ja. c particularly when leadership is looking to nail the ubiquitous About Us page in the site, right? Like, which is… It’s interesting because website, designing websites for organizations ostensibly is about creating a destination online that their customers and partners and so on can visit to learn about them, and that’s actually, that’s obviously the outcome of that exercise. But those artifacts are at-- They’re downstream from a series of conversations that require introspection and require talking about what the business is and how it wants to show up in the world. Uh, and if it’s undergoing a redesign, it’s because conditions have changed in some way, right? Something has happened that has motivated them to go through that. So it’s like th-there’s a little bit of like soul-searching happening. So I’ve been part of conversations like that. I don’t-- We, we don’t have to get into, into details about it, but I will say that I’ve always been apprehensive about sharing the statements, the vision and mission statements, as is, on things like About Us pages, because I think that those are-- those articulations are very important. To your point, it’s very…