them is the steps that they've taken along the way to address these challenges. So what we heard about this morning in the discussion right before this is that the firm of the future is going to have challenges that we likely haven't solved to date. Whether it's thinking about technology, thinking about expanding our workforce, or any of a number of topics that were discussed. The one common theme is the firm that wins is the firm that can identify opportunities, create strong internal support, and then take action around those opportunities. The challenge with that is the skills and approaches necessary to create and sustain long-term behavior change are, very different than the project management skills that we practice every day. And the thing that is going to prevent us from making strides in that area is bringing that linear, project-focused approach to these big initiatives that are near and dear to our hearts. The great news is we've got people up here who have unlocked processes and skills that have influenced large teams to accomplish big things. So with that, I'm going to start with Aaron on the end here. Aaron. So Aaron, what is it that you are working on right now? What's a big program that you've got going on that is near and dear to your heart? Aaron Lauinger: At [inaudible] , we've been hyper-focused on what we're calling high-value client engagement. And as this conference is called today, Elevate this industry has elevated itself without a doubt historically when we talk about project management and budget and schedule and communication and responsiveness, the reality is these are no longer differentiators. These are kind of the basic table stakes for us as firms. Because of that elevation that all of you in this audience have aspired to be, really haven't differentiated in the world of competitiveness. And so for Oldtake, myself seeing this opportunity, one of those areas, that I identified as really being a differentiator is how we engage with clients. And as we talk about mission and value and purpose and all those things that are important to the business. So is the brand, and brand isn't something that you get to define your clients, get to define your brand, but what you do get to choose to do is how you engage, which informs that brand, and creates that experience for them. And so hyper focus across our organization on this idea that how we engage with our clients is going to develop an experience that they have that defines our brand and who we are, enabling us to differentiate ourselves. Justin Smith: So it's interesting because I heard someone say the other day that about brand and culture, that if you don't assign it, one will be assigned to you. And what's unique about Ulteg and is similar to the approach that ISG has taken, is we stake out a claim for what we want our brand to be, and then in doing so, we say, okay, if this is the decision that we've made, then we have to act accordingly. So, Tierra, at ISG, how have you taken ISG's mantra, its approach, and what it's about, and brought it down to the way you run projects?
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