"One of the things I find very interesting about this industry is that people don't seem to want to look at propositions from the consumer viewpoint. And I think that's very troubling. We're constantly thinking about how the consumer is thinking about the product. How do they approach it? What's in it for them? Why should I as a consumer open my wallet or pocketbook to buy product X? We constantly think about that, because in the end, if the experience isn't compelling enough, if the value isn't strong enough – and value meaning what you get for what you pay – then there's nothing in it for the consumer. And a product will die. I can look back over the last 2-3 years with products that have died in the marketplace, because they were not thought of from the consumer point of view."
That was full of win.
