 If you try to please everyone, you may end up serving no one. That's absolutely true. I think a lot of the times we think that the customer is always right. The truth is at Asian School of Business, we think the customer is only right within the promised value proposition. William Smith, good to see you. How are you? I'm good. Thank you, Loretana. Professor William Smith at the ASB Eclipse Executive Education Center, you are running a very popular course, Leading Marketing Strategy. Tell us a little bit about this course and what do you cover throughout this course? Loretana, this course is about two things. First, it's about deciding where to compete and deciding how to compete. And in deciding where to compete, it's important to determine which are the segments interesting to compete for, which are the right customers that are profitable and where you can have a competitive edge. Secondly, it's about how to compete. So in gaining the minds and hearts of those targeted segments, it's important to realize what is competition and to win those customers for you. And that is what we invest, what we learn about in how to compete. Because it's all about gaining competitive advantage through the delivery of superior value by developing customer relationships. Simple things are not that simple, right? It is about two things, but the reality of delivering high value marketing strategy is very complex. We expect that this course will be attended by somebody who's a marketeer. Right? You're a marketing director, a brand director, a brand manager. But the way it sounds to me, and it could be because it's the marketing strategy component to that, there could be a wider audience to this course. So who do you see ideally in your classroom in this course in leading marketing strategy? Yes, so this course is really for a broader audience interested in marketing strategy decision making and how to represent the customer voice in the boardroom. There is much value in representing customer voice in strategic decision making. So that is important for marketeers wanting to connect to the strategic debate in their company, but also people at a strategic level that want to understand marketing and how it contributes to the profitability and the prosperity of their company. So companies that are in a way are very consumer-centric or customer-centric or companies who are trying to get closer to the customer should be really interested in this course. So we talked about the problems that somebody might have, right? Trying to get to know the customer better, trying to understand what space to address. What would you like people to leave with at the end of this course? And you've done this many times before. What do people say at the end of your course William about what's the value of this experience? Yes, the value of this experience is that they are equipped with tools for strategic decision making. They are equipped with tools that guide them in choices that they must take, but also help them to make choices that they shouldn't take. Because it's important to stay focused and to choose the target segments that are profitable and where you can remain competitive. If you don't, if you try to please everyone, you may end up serving no one. That's absolutely true. I think a lot of the times we think that the customer is always right. The truth is, at Asian School of Business, we think the customer is only right within the promised value proposition. So before I let you go and we finish this fascinating conversation about leading strategic marketing, interesting stuff, Professor William Smith. So any final words of advice for people who are interested in taking this course? And I have to admit I'm a little bit excited myself. So any final words for us? Yes, as a final word, I'd like to say that we live in unprecedented times where actually while we are all consumers and customers to are seated at home and working from home, while all the days seem to be very much the same. Actually, changes outside are going at a much rapid pace. Digitalization, internationalization patterns are changing, competitor moves. And so in understanding what goes on outside and in having the cutting edge tools to decide on this, on how your company stays competitive and creates customer value. Come to this course. Yeah, absolutely. Thank you so very much. I hope to see many, many people taking the leading marketing strategy with Professor William Smith at ASB in Cliff Executive Education Center. Thank you, William. See you soon.