Begin to become diluted. >> in that particular case, you might have someone working there who thinks, oh, our mission is to serve people food, which of of course is also a mission but it's something bigger than that. it's easy to forget that. >> it's absolutely easy to forget that. there's a couple things that are critical. keep your eye on the long term, not the short term. if you're a brick builder, you're building a cathedral, not an element of a wall. >> right, right. >> second is you have to have an insurgent mission that inspires. right now in america, only 13% of people say they have an...