What does that look like in real life?

The, the, the, the success syndrome is a, is a, is a concept, um, created by a couple of Harvard academics to explain why companies in the long run struggle to adopt, um, and find new technologies.

I mean, there's, it, it...

We can debate that.

Um, there, there's lots of interesting things about that.

But essentially, they said, "Look, there is, there's a thing called a success syndrome where, where all of the, all of the systems are designed to exploit what you're currently good at, not explore what you might be good at in the future." And that those are your operating system, your culture, which is probably the, arguably the strongest one, KPIs, everything.

It's, it's not a surprise, especially when a company's listed, it's got quarterly targets.

Um, when you teach at Ox- Oxford, what's the shift you most often see when people suddenly get it?