that's sort of a lost art and we found sarnly at our company with all the focus that we had become reallyood at, what we became bad at was getting a new ceset ideas. >> once you did improv, how did you change things, people started thinking out of the box. >> i guess it's thinking out of the box. we start a meeting and we'll have a spatula sitting in the middle of the room. okay, give me ideas of what the spatula could be used for other than flipping food. we'll drop it on the ground and we'll say it's a gravity task or it's for an eye test and you build to these things and you start listening and responding and then we get great ideas that we wouldn't otherwise get. >> you do this with a spatula, which has nothing to do with your business, and then those same skills happen when you say, okay, what should our facebook campaign be? >> there is a sort of a culture that i'm only going to say something when i have it exactly right. i'm only going to raise my hand when i know it's bulletproof. a modern version of being attacked in a forest by a cheetah. that was the big threat to your survival