 Well digital instruction of course is everywhere now, so the customer experience for example be for people being able to compare That's one the other one is for people to rate and actually have an opinion The third one is for people to create the product to get what's called crowdsourcing and The fourth one is to socially recommend it to other people And I think the fifth one would be something like real-time information So when I'm in a mall I can look up the products and they can look me up So real-time social local mobile those are big disruptions Well, I think brands as as new governments have to realize that The future game isn't going to be about control. It's going to be about trust So that the reason that people will buy something is not because I control them and the people that the reason that people will Do things is not because I can control them It's because they see a reason to buy and the reason to be part of it So trust is replacing control and I think there will be some pieces of trust that will feel like control But this is the biggest shift in marketing. Well, the biggest disruptions are already here, right? They're social media their local services their mobile devices They're the video video and the cloud and I think basically the biggest disruption in general is that we are no longer Interrupting people but we're moving to an engagement which is a tough message for many brands I think that the answer is because the internet is allowing us to be a niches and to be fragmented Personalization is crucial to reflect this at the same time. There's also a good thing about being in a mass for the audience I think we're moving away from mass markets to masses of niches So we have many niches next to each other and for marketers I have to I have to find my right niche and I have to do the right product for the niche rather than looking for the mass