we're trying to do with project management and culture protection. Why is your initiative the single most important thing 00:50:00 Justin Smith: What you should be focused on right now? Why is it of all the things and even the things that your peers are focused on up here, what case would you make to the audience that if there's a place to focus, the juice is worth the squeeze? This initiative is worth it. I'm m going to go to Aaron first. Why is client engagement the place where people should be focusing? Why is it that we should make the long-term commitment to it that old tech is making? Aaron Lauinger: Yeah, I'd go back to my opening. What we think are differentiators today are not. It's not getting the project done on time, on budget, being responsive, communicating effectively, and getting your project management report out. We are going to need to differentiate each of us individually as firms out there and develop that brand for our clients. it's going to be different for every client too, in that sense. But I think when we look at our businesses and as they grow and scale, you reduce the probability of this happening. But we kind of have those 10 percenters. They're the ones who are charismatic and they have project management technical acumen and they can go in and talk to a client and get that next project for your firm. But we need to be developing and training that next tier and that next level and giving the opportunity to our entire enterprise to step into that and understand how engagement works. And engagement can look different at different levels. But I think there's also a reality that engagement just isn't at that seller-doer, project management level. Almost every single one of your team members within your organization is going to be interacting and engaging. Whether it's a project meeting, or a project deliverable. You can go on and on and on. And ultimately that generation that's coming up is going to be taking the leadership of your firm. And do you want them to know how to engage and interact not only with the clients in the industry, but also internally? Tierra Marcus: I, go back to my client time as a client of ISQ and what I want to do and continue to have with our project leadership team is the ability to pay it forward with how my experience was as a client, the outstanding support that I got from the firm. I want that to be the experience that every client gets to have. And so internally, paying it forward so that folks can continue to build your bench. Right. And grow. I think the other aspect is the difference between being transactional and relational. Anybody arguably can put together a set of documents where you can go build that thing. The experience that you have internally and externally for that and the value that you can provide to make that something that's unique and different. And having the project leadership to help the client embrace that whole process and be part of the journey with you like I
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