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Here's a great visual for those visual learners that are watching or listening. What a lot of people think a negotiation looks like is you're on either ends of a table, you've got your arms down, and it's like this really contentious thing. There's all this animosity. It's like, I want this. No, I want this. And you're kind of going back and forth. Imagine you're sitting in this, like, office chair with, like, the little squeaky wheels. And so you go, squeak, squeak, squeak, squeak, squeak. You go around the table, round the conference table. You're both sitting on the same side now, and there's a whiteboard in the office. And the brand says, here's where we're at. Here's the starting point. Here's where we're trying to get to. And you're both on the same side of the table being like, how can we make this happen? That's what partnerships should look like.