And how is it that theater helps in a pricing transformation?

Yeah, so this is a personal journey.

I started theater formally around five or six years ago.

I was looking for an activity for my children, actually, and then I realized, "Oh, I insist so much, maybe I need it for myself." So [laughs] this is how it all started.

And the performance on stage where you can see people reaction immediately to what you are saying or acting is like direct feedback that can be received.

It is very valuable as a competency, because that feedback can be something that you like and can be something that you don't like, but definitely you cannot ignore it.

So what happens is that with experience, the story that is being told from stage becomes crisp, becomes clear, and targeted to the audience as well, and those are all the techniques that can be taught.

[laughs]