The Importance of Culture and Psychology

I haven't thought about that often enough. I completely agree it's something that I miss all the time. It's never on the agenda really. And it should be a lot more. Part of all these international rollouts of, you know, we do central templates from maybe Stockholm or somewhere where part of that project. We just repeat the process for country after country after country. Without really thinking about how does it work in that country? What do we need to do in that country?"