in the corporate context how you reinvent yourself meaning how do you make sure yuri volving and dheenging at the same -- how you are evolving and changing at the same and the cultures you believe in are being maintained and neuroissued. >> if i caneuroissued -- and nourished. >> as an individual average is over three to five years. as a company the same thing is true. go back to my example. when i talked about what had what had happened to our peers every five years the last 20 years no one's made it to the next level that could happen to cisco. when we tripped a year and-a-half ago if we can't change it could have happened to cisco. it's the willingness to reinvent yourself and realize charlie it's hard, it's hard for you to change, it's hard for ceo's to change. and yet as a company if you don't change you'll get off that fortune 500 list really fast. >> rose: i've also read you have talked a bit about recognizing shareholder value. has more relevance to you today than it ever has, meaning what that you learned something about shareholder value? >> well charlie, there are a couple thing