conferences and travel we do. But it's setting dates, it's getting back to that plan. Of action, but fully communicating it from top to bottom in the organization is critical. Tierra Marcus: Our journey has been two and a half years and it has been super fast. It is a test of endurance as well as making sure you have the right people in the right spots. We had the leadership support, but one of the things we always say at ISG is better decisions, and faster. There's not a massive amount of patience with the leadership team, especially in a firm where we say we hustle and we hustle hard. The support was one aspect, the time and endurance. 00:30:00 Tierra Marcus: just another piece of it. The concrete steps we took the first three or four weeks of, the journey of this initiative. We shadowed our project managers, we watched how we delivered projects, we watched how we engaged with clients, and we watched how we led our internal teams. There were no two that were alike out of a team of 30 people. And so that was obvious and telling that we had zero consistency. Our internal team was frustrated because they'd go from, you're working on half a dozen projects with six different project managers, and no two ways are the same. So the inefficiency and the questions, and that became very apparent. We just have to get some core foundations down. Right. We're not writing a spec book that's 75 pages of how to do project management. We're aligning on core foundations that help us to be consistent in things that matter, from client connections to planning a project, how we design it, and then all the way through construction. What are the non-negotiable foundations that we can align on? That's been a bulk, of the last two and a half years is just getting good and repeatable at those four things. So that's been a huge journey, and I will say it is a journey. Getting the right folks to lead and influence the rest of the teams, has been part of my journey as wel. Justin Smith: So I love the phrase, it's kind of a test of endurance. Tierra Marcus: Yes. Justin Smith: Right. Because I think we tend to look at things as I'm going to take action today and then the problem's going to be solved tomorrow. Or as I like to say, I just need you to do what I need you to do. And I need you to do it when I tell you one time, does anybody ever feel that way? Right, here's the plan. I just need you to do this. Why won't you do it? Because in my mind it is so clear and I imagine for you, Aaron, sitting, at the starting line where you were, it was it's so obvious to me what needs to happen here. But we've got to recognize not everybody is there. So what steps did you take to get some motivation going for this?
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