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And so the best way that we can think about beyond greening is to do it as a co-creation process that rather than simply trying to deploy, right, kind of design and deploy, we think more about getting on the ground, developing a relationship, learning and understanding and then jointly developing new businesses and solutions from that. For that we've developed an approach called the base of the pyramid protocol, which is a formal business process for this sort of opening up deep dialogue. We think of it ... you know, my colleague, Erik Simanis in the center, we think of it as business intimacy, right, that's the term that he's used which I think is quite good. You know that ... where we go wrong often is when we get in too much of a hurry to deploy you know the next whiz-bang technology and you know, to get it out there into the world as quickly as we can. We can understand that pressure because there's a need to get pay back right, to generate revenue as quickly as possible. We can all understand that, but it can also go terribly wrong you know, if you look at the Monsanto strategy in the late 90s, you know with genetically modified food. It really backfired because in a sense it was rushed, right, that product was rushed to market because there was a real thirst and a need to generate revenue quickly and that can really come back, it can boomerang on you. So an alien strategy even if it's with you know next generation, really interesting, potentially clean technology can create more problems than it solves. Look what happened with nuclear power. I mean it's the same kind of story. So from a sustainability angle I think this idea of learning to become indigenous, developing humility, practicing humility and then learning to develop native capability is extremely important.