>> you talked about create ing -- you studied different environments including not just the web but coral reefs trying to find out how tie verse life evolves. is there a way to duplicate that so we can create jobs in america? let's get to it. >> part of it is recognizing the innovation power of diversity, itself. so there's a wonderful study at stanford business school who looked at unusually innovative people in the workforce and entrepreneurs and compared their social networks to people who are less innovative. he found people who are unusually innovative had a much more diverse social network in terms of the professions, friends and acquaintances, their professions were different from their own. the argument and the argument of this book is by having conversations with people who, you're an advertising person but you talk to this architect and think over lunches there's a way you and your clients, architecture practice, i do at work. we hear about the social