>> but here's how i'm different. you have to push away the generic competition and that's only a portion. >> caitlyn, you're up. >> my tip has to do with hiring. what i think is most important thing to hire for is passion for your organization. and so when you look at simple people, all of the employees are passionate about elevating the standards of our food, when's in the center aisles of the grocery store and makes a difference in what we accomplish and like a vaccine for the difficult times and there are difficult times in a business and times to work late hours or times when things aren't perfect and so you need something that pushes you beyond just a salary. >> i think -- do you think there always has to be a passion for the product, or can you just have a passion for the group that you're working for or that you're working with or the processes that you work through? because sometimes it might be hard to find the perfect person who has a passion for that exact product or do you think you