I think you'll agree with me that the key to a successful business is the customer experience. You can design the best watch in the world, but if it's not user-friendly, the watch won't sell. You can have the best food in the world, but if it takes 45 minutes to get a salad, you don't go to that restaurant again. The great Steve Kinder is in the studio. He's a friend of mine, he's with EO Dallas, and he's the founder of Kimota.