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You're applying to. i want to get quickly to your other points, focus on the customer, not the entrepreneur. we talk about this a lot in running your business. how does that translate to writing your business plan? >> so a for profit or a nonprofit is set up to solve a customer need, a customer demand, a problem, a society need. and so you should be demonstrating. sometimes people call it your power point. and demonstrate why it is you're solving this problem and since you're the new girl on the block how you're doing it better than the established competition. why should people buy from you? ...

You're applying to. i want to get quickly to your other points, focus on the customer, not the entrepreneur. we talk about this a lot in running your business. how does that translate to writing your business plan? >> so a for profit or a nonprofit is set up to solve a customer need, a customer demand, a problem, a society need. and so you should be demonstrating. sometimes people call it your power point. and demonstrate why it is you're solving this problem and since you're the new firl on the block how you're doing it better than the established competition. why should people buy from you? ...

>> the way of starting a business has changed. we encourage them to emphasize customer 'em path i. this is about focusing on your customer and their needs. in the old days, you would sit in your lab and invent something you thought was a great idea and flesh it out and take it out too to market and hope it succeeded. that's not the philosophy anymore in silicon valley. figure out what you think the customer wants, build something in a simple prototype and rapidly innovate on the prototype. >> ultimately, it's all about the customer. >> you can think whatever you want. if this isn't satisfying ...

Customer empathy. it's about focusing on your customer and their needs. you know, in all days you would sit in your lab and event something you thought was a great idea and fully flesh it out and take it out to market and hope that it succeeded. and that's not really the philosophy in silicon valley any more. it's much more about talk to the customer, figure out what you think they want. build something in a very, very simple prototype and then rapidly innovate on the prototype. so -- >> ultimately it's all about the customer, not about what you -- >> you can think whatever you want, if this i...

Satisfying the customer need. they can do it, wal-mart can do it both without the government. >> brenda: david, is doesn't have to be an either/or. we have to have the government as toby said come out and say what the octane level is, what are calories are in your super mochaccino which you get. 1200 or whatever calories. >> you're absolutely right, brenda and in fact, this whole initiative, which i think is a great branding exercise guy wal-mart to take advantage of all of the attention that came from the bully pulpit of the white house and especially in particular, michelle obama, the first ...