The Importance of Consistency

I have a more long term you want to business. I believe that brands take time. Brands will succeed only when consumers fall in love with you. Today it's harder than ever before because there is just so much attention deficit. When we go on a date at the consumer, those two minutes in the morning when they're shaving me the razor, it has to be the best two minutes. We are unhappy if we under hit our budget by 5%, 8% or 9%. And I control myself by saying, we are being aspirational. How many target bhagbaalaya? Or we tried to get 92%, 93%, 95%. There's no third option on this one.