kilts, instead of the kilts themselves. their employees are their biggest brand representatives. >> i can train window cleaning. it is an art. and there's a skill to it. but i can teach it. so we look for people who are going to represent our brand in a very positive way. and love what we do and really get what we do. and then we teach them the skills that they need to execute the service. >> it takes a certain kind of person to be good at this. >> they love a bit of being the center of attention, all right? so the kind of guys that work for us really love chatting people up anyways. >> even though the company is quick to play up the humor of their brand, underneath the kilt it's all about providing their customers with the best experience possible. >> the kilts are just a way to be remembered, to stick out from the crowd. but the real business model is providing world-class service. >> so after the initial hook, it's all business. >> even our website and our marketing materials, we really want to convey that we're a serious operation and a serious business to the way that we book calls, and you know, schedule jobs for people, and follow up,