So how do you define transformation?

So essentially I've got a slide in the event that I'm doing tomorrow that says innovation doesn't necessarily mean transformation.

So we can innovate in very tactical, practical ways and so on.

And certainly that's a part of it.

That's often the starting point that we say to people, well, start with those tactical, painful things that you just don't want to be doing and so on.

transformation to me requires innovation often it requires multiple smaller innovations to become the catalyst to transformation but transformation really is that that complete paradigm shift and i think there's so much opportunity whether that's in business model whether that's in in how we think of the way we meet or or engage or or teach or learn and so on you know what what really shifts that paradigm we can look at lots of history in terms of those transformations from the blockbuster to the Netflix to the new Netflix and so on, whether that was disrupting someone else or disrupting yourself and so on.

But there's an interesting proposition that I came across recently, and that was a concept called the 90-10 rule.

And that's got