Malcolm Gladwell

How is that different from innovating in a huge country like the United States or in a different kind of national culture?

Give me a sense of what's a day in a life like?

like for you?

What does it look like to have the job that you have in a place like Heineken?

How many people would you cycle through that kind of bootcamp at any one time?

Are you directly involved at all in the design or creation of any of these tools?

You've used the phrase that you want to make Heineken the best connected brewer.

What does that phrase mean?

How do you measure the success of what you're doing?

In other words, do you expect that your efforts will have a measurable and tangible effect on the bottom line of the company?

And can you actually...

figure out what the impact of your efforts is?

What happens if you do A-B testing on a new idea and you don't see a difference?

What if there's a, this is, we're getting on a little bit of a digression here, but it's something I've often thought about.

What if the value that is being created is not measurable?

So I'll give you a dumb example.

When you were talking earlier about the salesman and giving them a new, you know, better instructions about how to basically spend their day.

What if you tested that, discovered it didn't have any effect on the bottom line,

But in fact, what was happening was that the salesmen were a lot happier with their jobs and were satisfied and were like excited to come to work.

Last question before we go to questions.