 I work in human-centered innovation, and the way we practice is we try to understand the needs of users and consumers. So we go where they work and leave, and we spend time with them, and we try to figure out their aspirations, understand the needs, and once we do that, once we become the true advocates for their needs, we feel empowered to create ideas that answer those needs, and then we design experiences for products and services that embody those ideas. This process is pretty straightforward, but when I started working in trans-culturally and in developing and shifting markets, I realized that there is more depth to it. There is one more layer to it, and the way I understood it was looking at expanding by a minute Chinese market, you will see that even low-income consumers are exposed to a lot of products and services that are supposed to serve their need and improve their lives and everyday lives in small ways, but people don't connect with those products and services. They don't resonate with the deeply embodied meaning in their culture, and they don't create new meanings, so I realized the power of cultural meaning for innovation, and I want to share a couple hopefully entertaining examples with you. So the first one is Mini Cooper. So in the West, Mini Cooper is a stylish urban car that is supposed to bring back the fun of driving in the city, and it has a lot of heritage, but when it came to China, the heritage didn't come with it, so it was completely new idea and new experience, and the meaning came to be by its own, how it happens. And in China, Mini Cooper is a lady friend car, and it does mean stylish urban car, it does mean fun of driving, but also it means glamour, cuteness, and luxury lifestyle. So as you move to a new market, to a new culture, if you keep your idea, your experience, you still need to account for the fact that the meaning will be coded according to the culture. If you're lucky, your product will get assimilated for the market. If you're less lucky, your product or service will gain the meaning you did not want or anticipate, and if you're even less lucky, it will be meaningless. So I want to share with you one more example, Disney. So the idea behind Disney is imaginary. It means fantasy, and the experience is entertainment with your family, right? So when Disney comes to China, the natural way to proceed would be try to understand how do Chinese people want to entertain, and what are the entertainment needs, but what if you account for the cultural meaning and you start there? So in my practice, I travel across China, I interview people in first-tier cities and third-tier cities, and the meaning for parents and their kids comes through very strongly, it shines through. So even if you talk about something very conventional like diet to moms in third-first-tier cities, you will be stunned that every story starts the same. Every mom will say, my kid is not like all the other kids. My kid is very picky. My kid likes meat, and even though in my family, we don't eat meat every day, for my kid I cook meat every day because he needs to grow, he needs to study, he needs to get better, and he needs to shine, and the whole family, four parents, four grandparents and two parents invest in the future of the kid, and that's what's meaningful for them. So Disney created a completely new business in China, which doesn't have any other analog in other countries. They teach English, it's experiential education. So they took the same idea, which is imagination, and they turned it into a different cultural meaning, which is the power of imagination for better future for the development of the kids, and they created a totally new experience, which doesn't have analogs anywhere else. So they're doing great, 20 schools over two years, and they haven't reached my respondents in third and fourth tier city yet, but I certainly hope they will. So I'm here today to call for action, to encourage companies, look at real cultural profound meaning in the markets where they come to practice, and not only be culturally literate, but also work in creating the meaning of the future. And I certainly hope to help them do that. Thank you.