It's very interesting to me how we tell people what to do and they are compliant and we think that's good enough and yet there is a whole... you know sort of the holy grail I think of ... like employees sort of competitive advantage through your employees. We always say employees are our biggest assets and we don't treat them that way and the holy grail of competitive advantage through these big assets of your employees is to gain not just their compliance but their commitment, not just their hands but their hearts and minds, and how do you evoke that kind of commitment and then frankly like another overused term like empowerment of the people in your organization so that they bring the spark to the work, so that means the joy in the work, that means satisfaction, excitement in the work but real excitement and it also means innovation, that's when innovation happens. Right, that's where like not ... the person will stay the extra time but it's not about staying the extra time, it's about bringing the extra effort into work so that what you get over time is a culture of innovation and achievement and again like a certain spark, a certain spark in the work place that leads you to want to do excellence, that's leads you to ... wanting to achieve excellence and thereby achieving excellence more often than not.