don kehoe. keogh. and my stock in trade was that i was the insider. >> rose: you knew the company. >> and that prevailed. >> rose: tell me how you think the role of the c.e.o. and global companies is changing and the experiences you had that shaped you for the sponsibility you had. >> well, two big questions but the first one is not only the role of global corporations changing but the need for them to change. because i think we're at a stage where the trust and... in business has been significantly undermined by a number of happen t happenings and primarily what's happened in the financial arena but that's overflowed into trust in business leadership and more importantly to a social contract with citalism and i think that's a great danger so i think the connectivity to society-- and i write about that in the last cap chaper the-- is something that's vital for 21st century companies. and that's where you see the water work that coca-cola does for example that i was involved in. >> rose: that was your..