Bob, to start, could you give listeners a sense of your work today, how you describe your approach to strategy and the journey that's led you to write strategy and international perspective?

Yeah, I'm a scientist since, well, 1994, actually before that.

I was a professor of strategic management at the Rotterdam School of Management in Rotterdam.

I was a young professor and I had to teach strategy to MBA students and other master's students.

And basically, I didn't like the books.

So that was the beginning of my career.

I didn't like the books.

two elements, I'd love to hear your perspective around how this digital age influences those two facets, strategy making, but also now consultants, how can they look inward and outward and innovate in this disruptive time that we are in?