When we highlight that a team member has done something that matches our philosophy, that matches our mission statement, that matches our brand culture, that impact can go a really long way but only if it spreads if everybody knows about these instances so back in the day when we used to have little milk cards we would give somebody a handwritten note of thanks who knew about it the person that received it and the person that gave it today with technology you can shout from the rooftops the celebration and the recognition that your team members deserve when they really meet standard.