how to build a culture to deliver your mission

Culture is Made by Having an Inspiring Mission

If your company culture is not spicy as jerk chicken, it’s probably missing one key ingredient—an inspiring mission and vibe. A strong culture isn’t just about casual Fridays or fancy office coffee; it’s about a vision that people actually feel. When your mission is real, your team moves with purpose—because they’re not just working; they’re building something bigger than themselves. As Kendrick Lamar once said, “We gon’ be alright.” Your company isn’t just a place—it’s a movement.

So, how do you make your mission more than just words on a wall? Let’s break it down with three ways to turn your mission into action, featuring some takeways along the way.

Let’s Dive In

1. Figure Out How Your Teams Like to Connect

A strong mission doesn’t just sit in a PowerPoint—it lives in the way people work together. If you want your mission to be more than a corporate slogan, you need to tap into how your team naturally connects.

Key Points:

• Create shared rituals and traditions that bring your mission to life (think daily stand-ups, weekly wins, or open-forum discussions).

• Encourage team bonding beyond work—whether it’s happy hours, volunteer work, or friendly competitions, connection fuels commitment.

CultureSparq Example:
At Nike, their mission to “bring inspiration and innovation to every athlete in the world” is reflected in their workplace culture. From their wellness-focused work environment to their emphasis on teamwork and competition, Nike ensures employees embody their mission beyond just work projects.

Lyric Drop: “Love is my religion” — Ziggy Marley. When teams believe in something bigger than their job descriptions, they show up differently.

2. Figure Out How Your Teams Like to Be Communicated To

Your mission means nothing if it gets lost in translation. The best leaders don’t just talk—they listen and adapt their messaging so it actually lands.

Key Points:

• Some teams vibe with direct, high-energy messaging, while others need a softer, more thoughtful approach—know your audience.

• Use a mix of communication methods (meetings, video messages, Slack updates) to reach everyone where they are.

• Keep it real. People can spot corporate fluff from a mile away. Authenticity wins every time.

CultureSparq Example:
Lululemon thrives on open and mindful communication, using their “SweatLife” culture to ensure their mission of “elevating the world through well-being” is understood across all levels of the company. Their transparent leadership style and focus on employee development reinforce their mission.

Lyric Drop: “It’s not what you say, it’s what you do” — Public Enemy. Your team will trust your mission more if they see it in action, not just in emails.

3. Figure Out How to Get Your Teams to Achieve the Mission

Your mission won’t mean much if it doesn’t translate into results. Great leaders create an environment where teams want to make things happen.

Key Points:

• Set clear, measurable goals that align with the mission—because “be inspiring” is nice, but “increase community impact by 20%” is actionable.

• Empower employees by giving them autonomy. People need to feel like their contributions matter.

• Celebrate the wins—big or small. Recognition fuels momentum.

CultureSparq Example:
At Adidas, their mission to be “the best sports brand in the world” is ingrained in their performance-driven culture. They set clear sustainability and innovation goals, ensuring employees see their work as contributing to a larger impact in sports and beyond.

Lyric Drop: “Started from the bottom, now we’re here” — Drake. When teams see progress, they stay invested in the journey.

Key Takeaways (Because You Love a Quick Recap)

1. Connection Creates Culture: Build shared experiences that make your mission more than just words.

2. Communication Matters: Know how your team likes to receive information and make sure your mission isn’t just noise.

3. Execution is Everything: Set clear goals, empower your people, and celebrate wins to keep momentum alive.

Let’s Wrap Up

An inspiring mission isn’t just a statement—it’s the rhythm and a vibe that keeps your team moving forward. When done right, it turns a company into a movement. So, what’s your mission, and are you making it real? Let’s get to work. 🚀

How to Build a Communication Culture!

How to Build a Communication Culture That’ll Transform Your Company!

Alright, let’s be real. You can have the fanciest office, the coolest tech stack, and a coffee machine that makes oat milk lattes with heart-shaped foam—but if your team can’t talk to each other and we know this is not happening as much with a Remote Culture so, I am sure your company is basically running on fumes. Communication isn’t just a buzzword you throw around in meetings; it’s the secret sauce to building a culture because it keeps your people connected, your projects moving, and your culture thriving.

So, how do you build a Communication Culture that’ll make your company run smoother than a Kendrick Lamar track on repeat when he says: Wop, wop, wop, wop, wop? Let’s dive in.

1. Set Up Clear Channels and Protocols (Because No One Likes Guesswork)

Ever been stuck in a group chat that’s half memes, half "urgent" tasks? Yeah, not fun. Companies need clear lanes for communication—think of it like traffic lights for your info flow.

Key Tips:

• Pick Your Platforms: Use Slack for quick convos, email for the formal stuff, and project management tools like Trello or Asana to keep tabs on tasks. Don’t mix and match unless you’re into chaos.

• Define the Rules: Set expectations for response times. Not every message needs an instant reply (lookin’ at you, midnight emails).

• Transparency is Sexy: Share info openly. Dropbox’s “Virtual First” model is all about keeping everyone in the loop, whether they’re remote or in-office.

Real Talk Example:
At CultureSparq, we are a fully remote company, relying on tools like Slack and Google Docs to keep everything transparent. We even have a "Default to Transparency" value—because no one likes feeling out of the loop.

2. Promote Active Listening & Feedback (Because Talking At People Ain’t It)

Communication isn’t just about talking—it’s about listening. If your meetings feel like a one-man show, you’re doing it wrong.

Key Tips:

• Two-Way Streets Only: Encourage your team to speak up, ask questions, and challenge ideas. Feedback is a gift, not a threat.

• Regular Check-ins: Weekly one-on-ones, team stand-ups, or even casual coffee chats—keep the lines open.

• Actually Do Something With Feedback: Don’t just nod and smile. Show your team their input matters by making changes and giving shoutouts.

Real Talk Example:
Netflix is famous for its "Culture of Candor." They encourage radical honesty, where feedback flows freely—even to the top execs. It’s not about being harsh; it’s about being real.

3. Lead By Example and Train Your Team (Because Culture Starts at the Top)

If your leadership team communicates like they’re in a 90s AOL chat room, guess what? Your company will too. Culture is contagious.

Key Tips:

• Leaders, Step Up: Model clear, respectful, and transparent communication. If you expect your team to be open, you’ve got to be too.

• Offer Training: Workshops on active listening, conflict resolution, or even how to give constructive feedback can work wonders.

• Celebrate Wins: Shout out great communication when you see it. Recognition reinforces good habits.

Real Talk Example:
Salesforce invests heavily in communication training for its leaders. They believe strong communication is key to driving both performance and culture—and with their success, they’re definitely onto something.

BECOME UNORTHODOX IN THE WAY YOU COMMUNICATE!

Transform your Communication Culture with YouTube, High School Energy, Gamification and Startup Vibes

Want to level up your company’s communication game? Let’s get creative with some unorthodox strategies that’ll make your culture stand out.

1. YouTube Channel for Transparent, Engaging Communication
Why send boring emails when you can vlog it out? Create a private YouTube channel where leadership and team members post updates, tutorials, and behind-the-scenes content. Companies like Buffer use transparent YouTube videos to share financial updates and company values, making their culture feel accessible and authentic.

2. Channel High School Energy with Peer Mentoring & Gamified Communication
Bring back those group project vibes! Set up a mentorship system or buddy program, and gamify communication with fun challenges like “best team collab” or “most helpful feedback.” Duolingo nails this with quirky internal challenges that keep the team engaged and connected.

3. Adopt Startup Concepts: Fail Fast, Communicate Faster
Startups thrive on rapid feedback and no-BS communication. Host “fail fast” sessions where teams share what didn’t work and what they learned. Airbnb uses frequent retrospectives to celebrate both wins and lessons learned, keeping communication flowing and innovation alive.

Let’s Wrap Up with some Key Takeaways (Because You Love a Quick Recap)

1. Pick Your Platforms Wisely: Don’t let your team drown in a sea of messages. Clear channels = clear minds.

2. Listen Like You Mean It: Active listening and feedback loops keep everyone engaged and connected.

3. Get Creative: Use YouTube, high school vibes, and startup energy to make communication fun and effective.

Building a communication culture isn’t just about sending more emails, scheduling more meetings or even running boring sprint reviews and demos. It’s about creating a vibe where people feel heard, connected, and empowered to do their best work. And when you get that right? Your company won’t just perform better—it’ll thrive.

So, ready to level up your communication game? Let’s get to it.

We Build The Culture! 🚀🎥🎓💡

Mindset Day: Embracing ruthless ambition

The Ambition MINDSET: Driven to get things done.

What’s up leaders, today is a Mindful day — where we share insights on how leaders have a ruthless-driven mindset in order to deliver value consistently. First let’s align on a definition of Ruthless Mindset:

Embracing a ruthless mindset is crucial when it comes to eliminating obstacles. This does not mean being heartless or unethical but rather adopting a relentless determination to overcome challenges. It involves focusing solely on your goals and being willing to make tough decisions and sacrifices along the way.

Let’s Dig In

In the dynamic orchestra of contemporary leadership, possessing a driven mindset is not just beneficial—it’s essential. Inspired by the insights of Daniel Pink’s Drive: The Surprising Truth About What Motivates Us, this blog explores how women leaders harness a ruthless, driven mindset to orchestrate success and innovation. We Build The Culture!

The Essence of 'Drive'

Daniel Pink's Drive delves into the psychology of motivation, proposing that true motivation is rarely fueled by external rewards. Instead, it stems from intrinsic factors: autonomy, mastery, and purpose. Autonomy involves directing our own lives; mastery is our urge to get better at meaningful tasks; and purpose is the desire to do what we do in the service of something larger than ourselves.

Women Leaders and the Ruthless Pursuit of Success

Historically, women in leadership have often had to cultivate a particularly strong form of internal drive to navigate the challenges posed by gender biases and unequal opportunities. For instance, Indra Nooyi, former CEO of PepsiCo, and Rosalind Brewer, CEO of Walgreens Boots Alliance, exemplify a ruthlessly driven mindset. Brewer, an African American woman who rose through the ranks to lead major corporations, focuses on innovation and strategic growth, pushing the boundaries in the retail and pharmaceutical industries.

Examples and Pay-offs

1. Indra Nooyi - She reshaped PepsiCo by focusing on healthier products and a sustainable business model, which not only increased its market share but also positioned the company as a leader in corporate responsibility.

2. Mary Barra - As CEO of General Motors, Barra has been steadfast in steering the automaker towards electric vehicles and self-driving technologies, recognizing early the shift in industry paradigms and positioning GM as a future-ready company.

3. Rosalind Brewer - At Walgreens, Brewer is driving a major digital transformation, aiming to improve customer experience and streamline healthcare services, which positions Walgreens at the forefront of innovation in retail and health solutions.

These leaders demonstrate that being ruthlessly driven can lead to significant transformations within their industries, paving the way for future innovations and securing long-term success.

A Short Review of 'Drive' by Daniel Pink

In Drive, Pink challenges traditional notions of motivation driven by rewards and fear of punishment. Instead, he presents a compelling case for the power of internal drives. He supports his thesis with robust research and real-world examples, making a persuasive argument for rethinking how we motivate ourselves and others. The book is not only a call to action for more enlightened business practices but also a practical guide for aspiring leaders to recalibrate their intrinsic motivations.

Key Leadership Tips

1. Love Yourself First: Have a positive regard for your own wellbeing and happiness.

2. Foster Autonomy - Allow team members to have a say in their work processes and goals.

3. Encourage Mastery - Invest in the continuous development of your team’s skills.

4. Define Purpose - Clearly articulate how your team’s work contributes to the broader goals of the organization.

Let’s Wrap Up

For leaders, especially women who often tackle unique challenges, embracing a ruthlessly driven mindset is about more than ambition; it's about setting a tempo for success that resonates with innovation and sustainability. By tuning into their inner drive as detailed in Pink’s Drive, leaders can not only achieve their goals but also inspire their teams to perform a symphony of productivity and purpose.

Straight Outta Compton: N.W.A’s Guide to Building a Powerhouse PMO

Hey, what’s up, PMO leaders? Grab your notepads and turn up the volume because we’re about to break down how building a powerful Project Management Office (PMO) is like producing a platinum hip-hop album. And who better to guide us than the pioneers of gangsta rap themselves, N.W.A, with their groundbreaking track, "Straight Outta Compton"?

The Artists and The Anthem

Back in '88, N.W.A hit the scene hard with "Straight Outta Compton," a track that didn’t just shake the airwaves—it started a revolution. It wasn’t just the aggressive beats or the raw lyrics; it was the way Eazy-E, Dr. Dre, Ice Cube, and the crew came together, each bringing their unique style but united by a common goal. They transformed the music industry, showing the power of collaboration, raw talent, and real talk.

How Does This Relate to PMO?

Much like N.W.A, a successful PMO needs a crew of diverse talents, where everyone plays off each other’s strengths and keeps it real. The PMO is your group, your studio, and your label all in one. It’s where strategy, structure, and governance come together to produce hits—those big project wins.

PMO Hits: Models of Success

• The Enterprise PMO: Like a record label overseeing different artists, the enterprise PMO provides governance across various projects, ensuring they align with the corporate strategy. An example? Apple’s PMO, which oversees their product launches, ensuring every iPhone drop is smoother than Dr. Dre's beats.

• The IT PMO: Specializing like a producer in a specific genre, IT PMOs manage tech-heavy projects. Google’s PMO might be running the show here, ensuring that all projects, from software to hardware, sync up to innovate continuously.

• The Project-Specific PMO: This is your one-hit wonder turned into a classic album. It's set up for a single, crucial project. NASA’s Apollo program PMO? That was all about putting a man on the moon—a mission-specific goal with a platinum record in history.

The Big Pay-Offs

• Chart-Topping Efficiency: Just as N.W.A streamlined hip-hop into something raw and real, a well-run PMO streamlines projects to deliver on time and under budget.

• Collaboration that Hits Hard: Strong PMOs foster a culture of collaboration, much like a supergroup, where the blend of skills leads to innovative solutions.

• Governance that Grooves: Good PMOs keep projects in check with governance structures that are as solid as beats on "Straight Outta Compton."

Key Tips on the Mic

1. Know Your Artists: Understand the strengths and weaknesses of your PMO team. Assign roles that let each member shine.

2. Drop Real Feedback: Keep communication open and honest. Feedback is the mixtape review that helps you improve.

3. Stay on Beat with Trends: Just as hip-hop evolves, so does project management. Stay current with methodologies and tech to keep your PMO fresh.

4. Produce with Precision: Every project you manage should be handled as meticulously as Dr. Dre in the studio.

Let’s Wrap It Up with a Hook

Building a PMO that’s as impactful as N.W.A's "Straight Outta Compton" isn’t about just keeping things moving—it’s about moving things forward, making noise, and making a difference. So, pump up the volume on your leadership, cue up your strategic hits, and let your PMO drop bars that the whole industry will respect. Keep it real, keep it tight, and keep pushing the limits. After all, isn’t it time your PMO went platinum?

“Same Energy" - ENNY: Building Products Faster, Leaner, and with a Bangin' Mindset

Building a Product: The Growth, The Pain, The Sacrifice - We Like It!

Ya’ll know her, Enny the British rapper and songwriter known for her raw energy, witty wordplay, and unapologetic lyrics. Her music is a perfect blend of hip-hop and UK garage, making her a standout in the music scene. One of her hits, "Peng Black Girls" remix (feat. Jorja Smith), resonates with the message of this blog. The lyrics "We like it, we like it, we like it, yeah" echo the sentiment of embracing the challenges of building a product and finding joy in the process.

"Keep the same energy, no switch," spits ENNY in her track “Peng Black Girls,” serving as a rallying cry for product managers everywhere. In the fast-evolving world of product development, keeping your energy focused and your strategy tight isn't just good advice; it's a survival tactic. Building a product isn’t just about having a groundbreaking idea; it's about executing it with precision and speed, all while maintaining a lean approach. So, let's break down the pain of building a product that not only survives but thrives in the marketplace. 

The Pain of Building a Product

Building a product is a journey, not a destination. It's a rollercoaster ride of growth, pain, and sacrifice. But, as Enny says, "We like it!" We like the thrill of creating something from scratch, the rush of solving problems, and the sense of accomplishment when it all comes together.

Your job's all about identifying your customers, vibing with digital trends, and creating banger products faster and leaner. Building a product ain't no small feat, it's a whirlwind of growth, pain, and sacrifice. But with the right mindset, it's all worth it. 

Here's 5 ways to stay lit through the challenges and smash the competition:

1. Focus on customer value: Like ENNY says, "I ain't gon' switch up," so zero in on customer value and stick to it like glue. Keep your squad aligned and dedicated to meeting those needs, stat.

2. Reduce lead time: Y'all know time is money, so trim the fat and speed up production. Streamline processes, cut out the fluff, and keep your eyes on the prize — gettin' that product in customers' hands ASAP.

3. Prioritize delivery: "Gotta keep it movin'," just like ENNY preaches. Push for speedy delivery and efficient execution to keep your customers loyal and hungry for more.

4. Execute with speed: Hustle hard, stay agile, and embrace change. Keep your finger on the pulse of your industry and make moves with precision. Remember, "I ain't got no time for wastin'," as ENNY says.

5. Optimize cross-functional flow: Teamwork makes the dream work, y'all. Unite your crew, foster collaboration, and ensure everyone's vibin' on the same wavelength. Keep it "same energy" all around.

The Big Pay-off? 

A lean, mean product-making machine that cranks out irresistible offerings, stays ahead of the competition, and brings home the bacon. We at CultureSparq look at customers as the competition to gain a competitive advantage especially when gaining customer insight fast - let’s address this real quick: 

The Competitive Edge of Speed and Lean 

Building faster and leaner isn't just about keeping up; it's about setting the pace. We are fast and lean to acquire customers. 

Here’s what you gain:

• Agility: Quick iterations mean faster responses to market changes and customer feedback.

• Efficiency: Less waste in resources and time translates into cost savings and potentially lower prices for customers.

• Engagement: Frequent updates keep your product in the customer's mind and build a loyal following.

Key Takeaways for Product Managers

• Prep Your Features: Plan, but don’t get caught in the weeds. Know when to pivot and when to push forward.

• Sync Your Stories: Make sure every element of your product is in harmony with the user's needs.

• Master Your Market: Use feedback to refine your product continuously. Each iteration should be crisper, more tuned to your markets demands.

So, Product Managers, level up your game by channeling your inner ENNY. Get intimate with your customers, prioritize speed, and lead your team with the same energy. Embrace the grind and keep it real, just like our girl ENNY. Now, let's get out there and show the world what we're made of!

Let’s Wrap Up

Quit overthinking and release your products faster so you can work the hell outta those increments and build strong bonds with your customers. Keep it tight, move with speed, and maintain that same energy. Remember, "Gotta keep it movin' — ENNY knows what's up. Stay lit, Product Managers, and make magic happen!

CraftinG Elegance: How The Cartier Watch project became an Empire of Luxury

The Original Gangster of Luxury Watches:

Let me start with a lyrical poem by JAY-Z's "Oceans" featuring Frank Ocean: "Big Pimpin', spendin' G's, Cartier frames with the UV's." The line is a nod to the lavish lifestyle of a hustler, donning luxury Cartier eyewear. Similarly, Louis-François Cartier, the original gangster of luxury watches, hustled his way to the top, crafting exquisite timepieces that became the epitome of opulence and success. Just like JAY-Z's lyric, Cartier's masterpieces stand as a symbol of ambition, innovation, and an unwavering dedication to the art of watchmaking. Let’s get into it.

The Product Management Skill of Louis-François Cartier - The Watchmaker!

Once upon a time, in the bustling streets of 19th-century Paris, there was a product manager named Louis-François Cartier, the original gangster of luxury watches. This cat wasn't just any ordinary jeweler; he was the founding father of what would become the Cartier empire, turning time into an accessory for the elites and a masterpiece for the ages.

Leading with Elegance and Iron: The Cartier Leadership Mystique

Louis-François was not your run-of-the-mill boss. His leadership style? Think Steve Jobs meets James Bond: visionary, with a dash of smooth operator. He led with an iron will but had the Midas touch. His philosophy was simple yet revolutionary: "Why fit in when you were born to stand out?" Cartier didn't just sell watches; he sold dreams wrapped in gold, encrusted with diamonds, and ticking to the rhythm of luxury.

Living the Dream in Gold and Diamonds: Cartier's Luxurious Indulgences

This man indulged in the finer things like they were going out of fashion. From his lavish Parisian mansion, decked out with the finest art and opulence, to sporting the very masterpieces his company crafted, Louis-François knew how to live large. But it wasn't just for show; it was a testament to his belief in his work's value and a walking advertisement for the pinnacle of luxury living.

The $2.76 Million Timepiece: Crafting the Cartier Phoenix Décor Secret Watch

Now, let's talk about the pièce de résistance, the crown jewel of the Cartier collection: The Cartier Phoenix Décor Secret Watch. This wasn't just a watch; it was a statement, priced at a cool $2.76 million. Why, you ask? Imagine a watch that's more jewel than timepiece, shaped like a phoenix - the symbol of rebirth and immortality, crafted from 18k white gold, and bedazzled with over 3,000 diamonds. This masterpiece was the embodiment of Cartier's philosophy: to create something so timeless and luxurious that it transcends mere functionality to become a work of art. The design and manufacturing process was nothing short of an epic saga, involving the finest craftsmen, endless hours, and an unwavering commitment to perfection.

How Cartier built his Work Culture

Louis-François Cartier didn't just build a brand; he cultivated a work culture that was as distinctive and refined as the timepieces his name would come to represent. This culture was rooted in excellence, innovation, and a relentless pursuit of beauty and precision. Here's a deeper dive into the type of work culture he built and demanded:

1. A Culture of Craftsmanship and Excellence

At the heart of Cartier's work culture was an unwavering commitment to craftsmanship and excellence. Louis-François demanded nothing short of perfection from his artisans and employees. This dedication to quality meant that every piece that left the Cartier workshop wasn't just a product; it was a masterpiece. This ethos attracted the best craftsmen and women of the era, who were eager to work in an environment where their skills could flourish and where excellence was the standard.

2. Innovation as a Tradition

Innovation was woven into the fabric of Cartier's work culture. Louis-François encouraged his team to push boundaries and explore new ideas, whether in design, materials, or mechanics. This culture of innovation led to groundbreaking creations like the first practical wristwatch and the development of the mystery clock. By fostering an environment where creativity was celebrated and new ideas were embraced, Cartier stayed at the forefront of the jewelry and watchmaking industry.

3. A Family-Like Atmosphere with Rigorous Standards

Despite the high standards and rigorous demands, Cartier managed to maintain a family-like atmosphere within his company. Loyalty was a two-way street, with Louis-François showing a deep commitment to his employees' well-being and professional growth. However, this familial warmth was balanced with a clear expectation of dedication and hard work. Employees were expected to fully commit to the Cartier vision and ethos, contributing to a culture that was both nurturing and demanding.

4. Luxury in Service and Presentation

The work culture at Cartier also extended to how they served their clientele. Louis-François instilled a sense of luxury not just in the products but in the customer service experience. Employees were trained to offer impeccable service, treating each client as royalty. This approach to service further reinforced the brand's image as a purveyor of luxury and exclusivity.

5. Attention to Detail in Every Aspect

Finally, the Cartier work culture was characterized by meticulous attention to detail. From the design and crafting of the jewelry and watches to the way they were displayed and sold, every aspect was carefully considered and executed to perfection. This attention to detail ensured that the Cartier brand was synonymous with quality and luxury.

Louis-François Cartier's work culture was a reflection of his personal values and vision. He built a culture that demanded excellence, celebrated creativity, nurtured talent, and prioritized customer satisfaction. This culture not only set Cartier apart in its early days but also laid the foundation for its enduring legacy in the luxury goods industry.

Triumphs and Trials: Cartier's Empire Building Saga

Louis-François Cartier's journey was not without its bumps. His notable wins include transforming a humble jewelry store into a global luxury empire and setting the standard for modern elegance and style. However, his path was also strewn with fails, including the challenge of maintaining exclusivity while expanding globally and navigating the cutthroat competition of the luxury market.

Cartier's Blueprint for Legendary Leadership: Tips for Aspiring Tycoons

For those aspiring to leave their mark on the world, here are some Cartier-inspired tips:

1. Vision is Everything: Have a clear, bold vision that sets you apart from the rest.

2. Craftsmanship Counts: Never compromise on quality. Your work should speak for itself.

3. Brand is King: Build a brand that resonates with your audience on a personal level.

4. Innovate or Die: Always stay ahead of the curve. Innovation is the key to longevity.

5. Indulge in Your Success: Live the lifestyle your brand promotes. Be your own best advertisement.

Wrap Up

Louis-François Cartier didn't just make watches; he made history. His legacy is a testament to the power of vision, craftsmanship, and a little bit of flair. So, for all you leaders out there looking to clock in your own empire, remember: time waits for no one, but everyone waits for those who know how to use it wisely.