 I think it takes an innate curiosity, somebody who's really willing to kind of dive in and do things differently and think about things differently and be curious as to what's going on in the marketplace and act on that curiosity. Some of the trends that I've seen in traits of CMOs from where I'm sitting is that they seem to be nowadays much more decisive, moving and acting quite nimbly with a lot of agility. I think that they also are much more collaborative with other parts of the company, recognizing that marketing is so, so important but there's lots of parts that go into overall marketing communications, one being that they really value public relations and the value that PR can bring to the overall marketing mix is at an all time high. I think what it takes to be a great CMO is to really know your users, know what your brand is about from a user and a consumer perspective and then as the CMO you have to live and love the brand every day. That's what the leaders of companies require out of a CMO is thought leadership but also how do we make sure that we stay close to our customers, how do we make sure that we understand the real needs that they have. Great brands are built by great people including your team and the consumers and it's clearly always staying in touch and true to the consumer and the brand promise and never deviating from that promise for the consumer, your employees, your staff and everyone that touches the brand. In a corporation today you have a multitude of stakeholders, you really got to understand what makes them tick as well as what they are expecting from you as a great corporation.