How to Make Employee Culture a Competitive Advantage

In Chapter 12 of 19 in his 2013 Capture Your Flag interview, innovation strategist Hammans Stallings answers "What Has Working at frog design Taught You About What It Takes to Build a Strong Company Culture?" Working at 40-year old design strategy company frog design, Stallings sees firsthand how people not only can come together to solve client problems but also can individually contribute to shaping what the company represents in carrying on the company history via actions and values. As he assimilates into frog culture over time, Stallings learns how to contribute, embrace the impromptu nature of interaction, and, ultimately, add to how the company differentiates with its culture.

Hammans Stallings is a Senior Strategist at frog design. Previously he worked in strategy at Dell and investment banking at Stephens. He earned an MBA from the Northwestern University Kellogg School of Management, a MS in Technology Commercialization from the University of Texas and a BA in Economics and Psychology from the University of Virginia.

How to Teach Innovation to Graduate School Students

In Chapter 15 of 19 in his 2013 Capture Your Flag interview, innovation strategist Hammans Stallings answers "What Approach are You Taking to Design a Graduate Level Course Teaching Innovation?" Preparing to teach an innovation course to graduate students at CEDIM in Mexico City, Stallings focuses on bringing great innovation thought leaders such as Daniel Kahneman, Alexander Chernev, Clayton Christensen, Michael Porter, Youngme Moon into the curriculum and presenting them in a context tailored to both Mexican business culture and the more senior level of his graduate students.

Hammans Stallings is a Senior Strategist at frog design. Previously he worked in strategy at Dell and investment banking at Stephens. He earned an MBA from the Northwestern University Kellogg School of Management, a MS in Technology Commercialization from the University of Texas and a BA in Economics and Psychology from the University of Virginia.

Brett Goldman on Making the Most of Living in New York City

In Chapter 7 of 18 in his 2013 Capture Your Flag interview, real estate developer Brett Goldman answers "How Do You Make the Most of Living in the City?" Beyond walking around appreciating the architecture and buildings, Goldman soaks up city life by finding things that interest him culturally and expose him to new things. To do this, he makes it a weekly habit of reading about what is happening and making plans to see ballet performances, visit museums, and more fully embrace New York City.

Brett Goldman is a Real Estate Acquisitions Director at Triangle Equities in New York City.  He holds a BA in General Studies from the University of Michigan and a Masters in Real Estate Development from the Columbia University Graduate School of Architecture, Planning, and Preservation.

Jason Anello on Building Employee-Friendly Company Culture

In Chapter 15 of 20 in his 2013 Capture Your Flag interview, creative director and Manifold ad agency co-founder Jason Anello answers "How Have You Created a Company Culture That Can Be Embraced by New Employees?" Anello notes that his business, Manifold Partners, started with five friends come together. As the company has doubled in size, Anello notes the importance of engaging new employees through inclusive programs that cultivate the creative business in fun ways.

Jason Anello is a founding partner and creative director at Manifold Partners, an award-winning creative advertising agency. Previously, Anello worked in creative leadership roles at Yahoo!, Ogilvy & Mather, and Digitas.  A passionate foodie and traveler, he runs the Forking Tasty food blog and supper club series.  He earned a BFA from University at Albany.

Mike Germano on Learning from a Middle East Office Expansion

In Chapter 5 of 20 in his 2013 Capture Your Flag interview, Carrot Creative social media agency CEO Mike Germano answers "What Did You Learn From Expanding Your Business Into the Middle East?"  After speaking in the Middle East before the Arab Spring in 2011, Germano and his team opened an office there in 2012.  The experience teaches him what it means to do business in new locations and the challenges doing business in different cultures can present.

Mike Germano is co-founder and CEO of DUMBO Brooklyn-based social media agency Carrot Creative.  Previously, Germano ran for and was elected to public office in Connecticut.  He is a graduate of Quinnipiac University. 

Mike Germano on Why Culture Comes Before Community

In Chapter 10 of 20 in his 2013 Capture Your Flag interview, Carrot Creative social media agency CEO Mike Germano answers "What Steps Are You Taking to Maintain a Strong Company Culture in Your Growing Business?" Germano differentiates culture from community.  Culture is about what employees understand the company to be about.  He defines Carrot Creative culture as "hustle, team, adventure".  He promotes an underdog culture set by its founders, built on hard work and fun, and maintained by its employees. 

Mike Germano is co-founder and CEO of DUMBO Brooklyn-based social media agency Carrot Creative.  Previously, Germano ran for and was elected to public office in Connecticut.  He is a graduate of Quinnipiac University. 

Mike Germano on How Management Can Inspire Employee Loyalty

In Chapter 11 of 20 in his 2013 Capture Your Flag interview, Carrot Creative social media agency CEO Mike Germano answers "What Procedures and Processes Are You Putting in Place to Manage Company Growth?"  Germano talks about how role definition and operational processes are necessary to create managed growth at his company.  He shares how his business reached a point of needing dedicated human resources staff and how he arrived at and acted upon the decision to fill the position with an internal hire. 

Mike Germano is co-founder and CEO of DUMBO Brooklyn-based social media agency Carrot Creative.  Previously, Germano ran for and was elected to public office in Connecticut.  He is a graduate of Quinnipiac University. 

Mike Germano on Building a Talent Acquisition Business Strategy

In Chapter 13 of 20 in his 2013 Capture Your Flag interview, Carrot Creative social media agency CEO Mike Germano answers "How Are Your Recruiting Priorities Changing As Your Company Grows?"  Germano discusses the recruiting, interviewing and hiring processes his social media advertising agency has developed over time to recruit top millennial talent and managerial talent.  He shares how initiatives such as online interviewing tests and dedicated college campus recruiting - for example the Rochester Institute of Technology (RIT) - has helped the company find the right Gen Y and millennial talent.  Moreover, he shares how he presents a value proposition around engaging and rewarding work when recruiting managers from larger digital ad agencies. 

Mike Germano is co-founder and CEO of DUMBO Brooklyn-based social media agency Carrot Creative.  Previously, Germano ran for and was elected to public office in Connecticut.  He is a graduate of Quinnipiac University. 

Managing Multicultural Diversity for a Virtual Workforce

In Chapter 14 of 18 in his 2013 Capture Your Flag interview, entrepreneur Phil McKenzie answers "How Are You Learning to Work More Effectively With Different Personality Types?"  For McKenzie, managing diversity is more about managing cultural diversity than it is personality diversity.  He finds understanding cultural differences, for example how a Sao Paolo team differs from a Detroit or Mumbai team, helps him better lead and manage teams. 

Philip L. McKenzie is the Founder and Global Curator of Influencer Conference, a global content platform that brings together tastemakers in the arts, entrepreneurship, philanthropy and technology to discuss the current and future state of influencer culture. Prior to that, he was Managing Partner of influencer marketing agency FREE DMC and an equities trader at Goldman, Sachs & Co.  He earned an MBA from Duke University and a BBA from Howard University.

Cathy Erway on Making the Most of Living in a City

In Chapter 10 of 17 in her 2013 Capture Your Flag interview, writer and healthy food advocate Cathy Erway answers "How Do You Make the Most of Living in a City?"  Erway appreciates the cultural diversity that comes with living in a city.  What she finds most enjoyable, however, is embracing the unifying element of food culture and the cross-cultural pursuit of finding affordable, satisfying food neighborhood by neighborhood. 

Cathy Erway is a Brooklyn-based author, part-time cook, freelance writer, radio host and teacher focused on healthy food advocacy.  Her first book, "The Art of Eating In" developed from her blog "Not Eating Out in New York".  She earned a BA in creative writing from Emerson College.

Andrew Epstein on How Personal Priorities Change With Age

In Chapter 21 of 23 in his 2013 Capture Your Flag interview, charter school CFO Andrew Epstein answers "How Are Your Personal Priorities Changing as You Get Older?"  Happy to be living in Brooklyn, New York, Epstein does note how getting older focuses his time more on family, work, and scaling back how often he goes out with friends to see live music. 

Andrew Epstein is CFO of the Ascend Learning Charter School Network.  Previously, Epstein was a finance executive at Democracy Prep Public Schools and an operations executive at Universal Music Group's Island Def Jam Records.  He is a former Teach for America corps member and middle-school science teacher.  He holds a BA from the University of Michigan and an MBA from Columbia Business School.

Kyung B. Yoon on Defining Career Goals in an Asian Immigrant Family

In Chapter 3 of 17 in her 2013 Capture Your Flag interview, non-profit executive Kyung B. Yoon answers "Where Has Your Family Been Most Supportive in Your Career Development?"  Yoon spotlights a time early in her career when she left a secure job at the World Bank for an entry-level job in broadcast journalism.  She remembers how her Korean immigrant parents tied having a secure profession to happiness and how she had to learn to understand their point of view as it applied to caring for their daughter. 

Kyung B. Yoon is the executive director of the Korean American Community Foundation (KACF) in New York City.  An award-winning journalist and documentary film producer, Yoon earned an MA in International Relations from Johns Hopkins University and a BA in History and Political Science at Wellesley College.

Jullien Gordon on Ways to Make Work Trips More Rewarding

In Chapter 10 of 21 in his 2012 Capture Your Flag interview, business coach Jullien Gordon answers "What Have You Found Most Rewarding About Traveling to New Places?"  Gordon notes how he focuses on breaking bread with friends when traveling across the United States for his work.  He places a priority on staying with friends and having personal time as well as digging into local cultures and the traditions and values that differentiate them.  Jullien Gordon is a high performance coach and consultant to organizations, individuals and teams who want to increase employee performance, motivation, engagement and retention.  He earned a BA from UCLA, an MBA from the Stanford Graduate School of Business, and a Masters of Education from Stanford University.

Transcript:

Erik Michielsen: What have you found most rewarding about traveling to new places?

Jullien Gordon: I’ve been to I think about 40 states in the United States. The most beautiful thing about traveling to different places is hearing different people’s stories based on where they grew up and just seeing how much a region or an environment can actually shape the way someone thinks about the world. I also love being able to connect with all my friends who are all over the country and all over the world when I travel certain places. If I don’t have to stay in a hotel, I am willing to sleep on a friend’s couch, more importantly not because of the comfort but because I get to connect with them. And whenever I stay with a friend, I always take them out to dinner. I’m not paying for a hotel but I pay to have their presence at dinner. And so that’s one thing that I love, being able to give to them and contribute to them and just share in their presence once again. Whether we met in college, whether we met a long time ago, it’s just good to be in their presence again.

One of my metrics for success is breaking bread with people, and so when I’m coming to a town, I reach out to whoever I know there and who I want to reconnect with. And that becomes an opportunity for us and I’ve been fortunate because my work has allowed me to travel to amazing places all across the United States. Two of my favorite places happen to be Charleston, South Carolina and New Orleans. The reason I love those places is because despite consumer culture, they’ve been able to preserve their original authentic cultures. Like you don’t go there and see a whole bunch of multinational companies. You see small little businesses, and authentic architecture and design, and dialect and ways of living. Like if you’ve never seen a funeral in New Orleans then you are missing out. I mean they turn those into parades. And so—and then of course, authentic cuisine. And so those have been some of my favorite things about traveling to new places.

Jullien Gordon on Innovating Human Capital Strategy

In Chapter 19 of 21 in his 2012 Capture Your Flag interview, business coach Jullien Gordon "What Has Your Corporate Work Taught You About Innovation Needs in Human Resources?"  In his human resources strategy work, uses an interviewing approach - called innerviewing - to better understand employee growth, development, and needs beyond the new hire onboarding stage.  Jullien Gordon is a high performance coach and consultant to organizations, individuals and teams who want to increase employee performance, motivation, engagement and retention.  He earned a BA from UCLA, an MBA from the Stanford Graduate School of Business, and a Masters of Education from Stanford University.

Transcript:

Erik Michielsen: What has your corporate work taught you about innovation needs in human resources?

Jullien Gordon: Innovation has always been focused on the machine and the product, and how we deliver that service. And where I see that connecting with human resources, that innovation is really about how we manage, retain and grow our people now. Because everybody can replicate your technology now, they can get your product, dissect it, see what you did, and replicate that in a month now, right? So really the innovation, which can’t be replicated as easily, is your human capital. And so that’s where I’ve seen it connecting, and that the organizations that are committed to innovating around the way that they work with their human capital are the ones that are winning. You look at Zappos for example. You look at Southwest for example. All of these places are known for their great organizational culture and that’s why they have dominated their industries over the past few years.

Erik Michielsen: How do you start that conversation with the senior HR leader about making those changes to stay ahead of the curve?

Jullien Gordon: So the first question that I ask HR professionals is: Do you know who’s on your team? When you interviewed them, you got information about them in terms of their résumés, their past accomplishments, where they were educated, but now it’s six months in or a year in or 18 months in, and do you still know who that person is? We, as human beings, are evolving so quickly in this day and age that this person may have gotten married, like myself. They may have kids. And their original intention for coming to your organization may have changed. When they originally came to your organization, it may have been to pay off their student loans, it may have been for leadership opportunities and travel opportunities, then all of a sudden, life has occurred for them, and now their top priorities are no longer those three things, they’re actually mentorship, flexibility, and… certain types of projects, right? But if we never stop and ask those questions, then we are developing our human capital strategy based on who we hired 18 months ago, not who we have on our team today.

And so I help organizations close the gap between what their employees really want and expect from their employer, and their current human capital strategy. And I do that through my process called “innerviewing.” We all know what an interview is. That’s how you get the job. But innerviewing is a constant process of going back to your team and asking the right questions. What do they expect from work? Why are they even at this company? Because we don’t even ask that in the interview, we assume that we know the answer because they accepted the job offer. And then we’re also asking them, how do they define success? And is this company helping them achieve their definition of success? That’s the greatest employee retention strategy of all time, is to help them achieve their definition of success.

Now, a company may say, I do that by giving them a bonus, or higher pay, and then they can take that money and do what they want to create the life that they want outside of the work space, but I find that, for this generation, they don’t just want money, they also want to make meaning and because we spend so much time in our work environment, that has to be a space that’s fulfilling and engaging, and so when you ask somebody what’s their definition of success, and you ask them how their work actually fits in to that, you find that if you’re helping them achieve their definition of success, not just at work but in their life in general, then it’s gonna be harder for them to leave because it’s happening for them here through you and your organization.

And so, again, the question is, who’s on your team, or do you even know who’s on your team? Yeah, you hired them this long ago, but do you know who’s on your team right now? Do you know what their definition of success is? Do you know what their expectations are of work? And do you even know why they work beyond just money? And if you actually get answers to those three questions, I think you’ll find information that you can use to close the gap between what your employees really want and your human capital strategy.

And the reason I’m so important in doing this work is because oftentimes HR may send out a survey, and a survey already has bias in it based on who wrote the survey. And then some HR organizations are—or departments say that they’ve done focus groups. Well, I’ve found that anonymity is actually the best way to get the most authentic answers from employees, and so that’s where I go in to organizations. I actually go in, ask the high performers these core questions, take those insights and then help the organization close the gap between what their high performers that they want to retain really want and their human capital strategy.

Hattie Elliot on Why Travel to Distant and Unfamiliar Places

In Chapter 3 of 19 in her 2012 Capture Your Flag interview, female entrepreneur Hattie Grace Elliot answers "What Have You Found Most Rewarding About Traveling to New Places?"  Elliot notes how she find motivation to travel by her curiosity and interest in learning about family dynamics and social dynamics of different cultures.  Additionally it teaches her to value her liberty, freedom, and security she has as a United States citizen.  Hattie Grace Elliot is the founder and CEO of The Grace List, a social networking company that creates destination events and experiences to forge lasting personal and professional connections across its young professional members. Elliot graduated from the University of Cape Town in South Africa, where she studied economics, philosophy, and politics.

Transcript: 

Erik Michielsen: What have you found most rewarding about traveling to new places?

Hattie Elliot: Wowsers… I’m just a curious person. I love to experience the different cultures, and everything that comes along with that, the tastes and smells. And, you know, the different relationships people have with their careers, with their family, like family structure, and the way they treat their elders and their children, and the way elders treat their children, and the way that, you know, they—that they—their expectations on different, everything from homosexuality to marriage to political affiliation. I find all that stuff really fascinating because I think—especially in a place like the States, it’s very easy to become content and think that, you know, it’s our way or the highway. You drink the Jesus juice. 

And, you know, when you step outside of that box, I think in many instances, you—it gives you a new perspective and you’re able to realize that there’s other ways to think about things and other cultures that have really wonderful qualities that are really valuable, and that we can really deduce a lot of value from and really benefit from here, and personally, you know, things that we can take lessons from. And it also—on the other end, really makes you realize in many circumstances how lucky we are for certain freedoms we have, especially for me, I lived in South Africa for so many years and I love that country, but, you know, I really appreciate now more than ever how much freedom I have to travel, to speak my mind, that I’m safe, that I don’t have to lock my car door and worry about that every single time I step into my car, or walk into my apartment. 

So I think it just—it’s good for everybody, it’s—it gives you a better perspective on the world that it’s something that challenges you to—to just, like, any of these things to really, you know, reevaluate the way that you think about life in the world, and your home, and your friends and your family, and your everyday life, your career, all aspects.

Hattie Elliot on Using a Passion for Travel in an Event Planning Career

In Chapter 4 of 19 in her 2012 Capture Your Flag interview, female entrepreneur Hattie Grace Elliot answers "How Are You Learning to Apply Your Passions in New Ways?   Starting her business, The Grace List, by embracing her passion for entertaining and connecting, Elliot evolves her model by adding a destination travel and event element to what she does.  By crafting destination trips, from wine adventures New Year's yacht sailing trips, Elliot is able to take her event production business to new levels.  Hattie Grace Elliot is the founder and CEO of The Grace List, a social networking company that creates destination events and experiences to forge lasting personal and professional connections across its young professional members. Elliot graduated from the University of Cape Town in South Africa, where she studied economics, philosophy, and politics.

Transcript: 

Erik Michielsen: How are you learning to apply your passions in new ways?

Hattie Elliot: Wow. That’s kind of a difficult question, because I feel like I built my business, the kind of the forefront of my business was taking advantage for my real passion for entertaining and taking care of people. I guess that shifted slightly because we’ve kind of focused more in the last—and this is kind of very specific to what’s going on in my company right now, but I love traveling and experiencing the world and so I’ve kind of taken that ability to connect people, like great people great events, and taking it on the road, taking it on the plane, taking it on the boat, with these Saint Barths trips that we do and created that experience in different countries and different destinations and my events always, our weekly events that we threw were always based around like learning and doing something new, whether it was a food and wine pairing event, or private flying lessons.

We go to places that I personally am very passionate about, and you’re really able to craft this really thoughtful customized experience which is really impactful when you think about the first time maybe someone’s going to Italy and these wonderful, you know, little vineyards that you arrange for them to go to and winemakers that they meet and really it’s a pretty powerful thing to be able to, you know, forever in their mind when they think back to Italy, or even when they drink a glass of wine, that’s gonna change the way that they, like, you know, their whole experience of it, and that’s kind of powerful and wonderful and what the wonderful thing about—I’ve always been passionate about traveling and how I think as I’ve had the ability to with my clients, I’ve kind of infused the business more with the destination kind of side of—kind of event production, and that’s definitely kind of taken everything to the next level of the company. 

Hattie Elliot: How to Survive and Thrive in New York City

In Chapter 9 of 19 in her 2012 Capture Your Flag interview, female entrepreneur Hattie Grace Elliot answers "How Do You Make the Most of Living in the City?"  Elliot talks about the inspiration she gets from New Yorkers and how she finds motivation in progressive, forward thinking and big ambition mindsets of New Yorkers she meets.  Hattie Grace Elliot is the founder and CEO of The Grace List, a social networking company that creates destination events and experiences to forge lasting personal and professional connections across its young professional members. Elliot graduated from the University of Cape Town in South Africa, where she studied economics, philosophy, and politics.

Transcript: 

Erik Michielsen: How do you make the most of living in a city?

Hattie Elliot: Wow, I mean, I think New York City is just—it inspires me. I feel like it’s my lover. It’s like a character in my life that just like the people that I love, that inspires me to do better and be better and just the dynamism of New York, it’s not for the faint at heart, just like being an entrepreneur is not for the faint at heart, but for me, it doesn’t matter what incredible place I’ve been in the world, the moment that I step off the plane, you know, I don’t care if the city is, you know, if it’s hot and “fragrant.” We all know what New York smells like in the summer. Or freezing cold and I just came from Saint Barts, I just—I feel like I’m at home. I can take a breath. 

And that’s how I know I love New York. And I feel like the incredible influx of culture and people and restaurants and just the geography of New York and the architecture and the history are so inspiring. And New York is not kind to those who are stagnant. New York forces you in a brutal but wonderful way every day to move forward. There’s just—If you’re gonna survive in New York, you have to be a progressive forward-thinking person, and this city that just has a way of doing that to people. And I personally thrive off of it. And I feel like it’s been, you know, hugely beneficial in my business and just realistically, you know, the connections you make in New York, this is a city that’s full of some of the most, you know, successful people in every different, you know, field and profession, and real movers and shakers in the international world. 

I mean you are a little fish in a big pond. You do not come to New York, you know, to be Joe Schmoe, the prettiest, tallest, hottest, wealthiest person because there’s always gonna be someone in this city who’s more than that. You really come here to be pushed. And I really love that about New Yorkers, in general. And it’s something that inspires me in my personal and professional life every day, and one of the reasons that, I mean, I can wholeheartedly I just am so proud to call this city home.

Adam Carter on Why to Relocate to Brazil and Establish Residency

In Chapter 5 of 13 in his 2012 Capture Your Flag interview, micro-philanthropist Adam Carter answers "Why Did You Move to Brazil and How Has the Experience Informed Your Future Plans?"  After traveling to over 80 countries, Carter finds a calling in the personable and positivity of the Brazilian people and culture.  Feeling a special connection, Carter decides to visit for a while, learn Portuguese and acclimate to the culture while doing micro-philanthropy work in the favelas.  Ultimately, he commits to the move and establishes residency in Brazil. 

Adam Carter is a micro-philanthropist currently living in Rio de Janeiro, Brazil.  He is the founder of the Cause and Affect Foundation which raises small amounts of financing to provide direct-to-source project funding for individuals and communities in need across the globe.  To date, Carter has traveled to over 80 countries.  He earned an MA in International Development from George Washington University and a BA in Cultural Anthropology from the University of Michigan.

Transcript: 

Erik Michielsen: Why did you move to Brazil, and how has the experience informed your future plans?

Adam Carter: Well, I moved to Brazil because it was the single place in the world that called me more than any other.

Erik Michielsen: How so?

Adam Carter: Brazilians are one of the most gregarious and friendly and open-minded people that I’ve come across in the world, and they’re simply a joy to be around. I think anybody that’s been to Brazil will tell you that the Brazilians have a zest for life that is hard to find anywhere else, and it’s a kind of place where, even after the first time I was there, I felt a special connection. I’m not one for hyperbole, so I didn’t walk out there saying, “this is the best place in the world, “ but I said to myself,  “all right, Adam, you need to come back here, spend a little time, learn Portuguese, get into the culture a bit.” I took it slow. I went back for about three, four months, learned Portuguese immediately, I studied on my own, and I’d already spoken Spanish, so that was easy, and the more I learned about Brazil, the more I got into the culture, the more I felt comfortable, and it got to the point where I started doing my philanthropy work down there, so I had that whole ‘nother connection there, and I started to make friends that I just—every time that I was there, I felt more comfortable, and it’s the kind of place where I’m always happy. I feel happy when I’m there. There’s something about, between the people and the natural beauty and the culture, and it’s just such a lively place. It just makes you feel alive, so I got to the point where instead of ferrying back and forth from Chicago down to Brazil, and then going back home for the summer, I decided to just pick up and move to the place where my heart was calling me, and I landed in Brazil.

Erik Michielsen: And how has that informed your future plans?

Adam Carter: So moving to Brazil has really dictated my future plans because I realize that I had to make a living there. It’s different going down for a few months and having a good time and doing this charity work which is volunteer, that’s a lot different from realizing, okay, I got to find a way to support myself. So for me the only way to do it is to really jump in headfirst. And so I got down there, started to assess my opportunities, realized that it’s very difficult for a lot of these companies to get a work visa for foreigners, so I realized that I needed to, if possible, get my own residency there. So I went through that process through investing in a business and this and that to obtain my permanent residency. Some friends and I have a start-up based here in the states, so at this point, I’ve been able to do my work remotely from Brazil which is wonderful because it just goes to show, this would not have been possible even ten years ago that I can live in one country and in effect, be doing my business in another. I mean, and over the years I’ve seen so many people living these lifestyles that I realized, well, hey, why sit in an office in the States if I don’t have to? When I can be down in Brazil where I can continue my philanthropy work, and I can really be where my heart is. So it’s an adjustment, you know, living in another culture and trying to find out what your place is professionally. So I’m trying to keep my options open to see exactly where the start-up, how it matures and how it progresses because I need to just be sure that if I am doing something different that I’m down in Brazil that I need to make sure that I’ve got a niche down there as well.