helping students learn. >> we were talking about what salcan would not be possible. what is the lesson for all of us in resource allocation and in relationship what values would you say are determining the way you make decisions? >> technology should make things less expensive and allow you to get directly to the consumer. the data available should bring only relevant things to customers. . you can be national or global at any time. so resource allocation is about building a brand take and taking costs out and having to deliver on behalf of the customer. historically, you didn't have to deliver to the customer. you had no direct relationship. those days are gone. if you don't treat the customer well, you're not going to be in business. >> at the same time, this is the