We were growing so fast, trying to keep the cost low, and i think we let the service levels drop. We also hadn't quite figured out was that not all customers valued service in the same way. This led to idea storm dot com, a web site that dell launched in two thousand and seven at first it worked like an on line suggestion box. Customers simply posted their ideas for making the company better. From there, it grew into one of the earliest crowd sourcing platforms with users able to upvote, down vote and comment on each other's suggestions. And we also learned a lot about how do you prevent failures from happening in the beginning,. How do you design quality in and