Can you tell us a little bit more about trust in your context of work?

So if you want to be successful in supplying towards those big retailers, trust is the foundation of everything, to be honest.

I started to write a book about this.

It's called Buddy Business.

We'll be on the market end of this year.

And why Buddy Business? And that shows already the trust topic in this business.

If the merchant doesn't trust you, if the CEO doesn't trust you, if the chief purchasing officer, the executive director or a senior vice president doesn't trust you, they won't start a discussion with you because there are 10 or 100,000 suppliers possible for the big groups in the world.

Just as you've been in so many countries, including South Korea, Canada, Middle East, Europe, North America, have you found that people are significantly different when it comes to building relationships and maintaining trust across the various cultures? Or do you find that Because of the different cultures, things are different.