I think the big change we are in is that we have to evolve, especially those over 30, from company-think towards consumer-think. A lot of people over 30, actually a lot of people who are identifying with their own companies, think: This is the company, this is the product and this is the way we have to do it. That doesn't work any more. There's more and more disruptive technology which really must make you think: What do consumers want, and how do they want it and how can we tune in to their desires, how can we appropriate their desires to make products for them together with them that are more satisfying to them than what the competitor makes? That's the big shift. It's not so much from industrialism to experiences, because that's a line, but from company-think towards consumer-think.