I feel like pretty much every industry, or every function could benefit from being exposed to a variety of new ideas. I think it takes a lot of courage from the company and its culture to do so. And i'm not saying that companies are not courageous enough. It was certainly a leap of faith for the whisky company to be the first one in the world who said 'let's challenge this hundreds of years old industry' To get to outsized value, you have to take the leave of faith.

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