The Importance of Staying Relevant to Your Purpose

I don't think anything brings focus like a kind of dramatic shock in the external environment. And for us the most dramatic was the closing of borders, the overnight evaporation of international spend by travelers and that was almost a seismic impact on us. So it really did force us to pivot. We spent a lot of time looking at the trends and almost the short term, but then what was going to be more enduring. I think again through those dramatic shifts, staying relevant to what matters to them is super important.

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