I'm going

to talk about, I've been thinking in preparation for this, of something that I did studying this question.

And I have an amazing kind of like example of an A-B test to illustrate the point that fit really matters.

Say more.

Okay.

Well, let me back up.

So when I was at McKinsey, one of the things we learned there was to use research and intellectual capital as a way to serve clients, but also to learn and to add value and differentiate ourselves from the competition.

But to your Nike example, what you might have needed was the real element might have been, how do you create change in a very entrenched environment? That could have been the unlock for Nike, as opposed to he could have had all the right ideas, but the secret, the superpower he needed, he didn't have.