Do You Have a Tribe?

CNN's Jarrett Bellini asks: Are you as in that situation, I look at Beats by Dre, is there seemed to be a conviction that those brands and products were rooted in? He says Dove did some soul searching. And once they landed on something that already existed, just was not sort of top of mind. It wasn't a part of their practices. They didn't say, let's tap into that. Another great example of this is REI,. You know, I believe that a life full spins, life's spent outdoors.Bellini: Do you if you're a traditional company and you don't really understand what your mission could be or that it has to be invented?