putting the business model in .lace gettingnd apple are over one million people applying to them everyear. attracting the right people, energizing the right people, are key ingredients for long-term success of a company. then, having more goals out there you share with society and transparency. arbonis your coppeca footprint? what is your water footprint? gives more information to the financial markets. in which case, there is a lower cost of capital. that results in a higher capital. francine: not many people understand that. when you talk about purpose tilts the business model -- purpose builds the business point was there a turning where you thought, this has to be done for myself and my business? paul: the role of business is to sub society. victorian britain, one of two babies did not make it because of the issues of hygiene. our business addresses these basic issues of society, the sustainable development agenda. in thisr duty as ceos world to set an example and to make sure we are not driven by the shareholder piracy. we need to be driven by the needs of these consumers. if we c