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Cannot be a stand out teammate. if you can't be who you are you can't be a good football player. explain that. >> in professional sports everyone talks about the mental edge. and that mental edge is what really takes a team and player to the next level. if you're constantly focused on fears and hiding yourself or anything other than your opponent, your skill, your craft you'll be a step behind, a step slower. you won't be as decisive when it comes to decision making that happens in a split second on the field. >> yeah, if you're spending any energy hiding something about yourself that's energy...

Out. you might stumble or trip or fall in a gully. but if you have a plan, you can get up and continue on your path. >> i think you have to realize that a plan is very much alive and it's almost like a child. you have to nurture it and you have to protect it. you have to continually ask yourself what the next step is, what the next material is, what the next color is. so for us to stay a step ahead of our customers, it is the very best idea. if you're a step behind, you fall off the cliff. if you're way too far ahead, they don't get it, and you're in trouble. ♪ >> the marketing of b ben & je...

You might stumble or trip or fall in a gully. but if you have the plan, you can get up and continue on your path. ♪ >> i think you have to realize that a brand is very much alive. and it's almost like a child. you have to nurture it and you have to protect it. you have to continually ask yourself what the next step is. what the next material is. what the next color is. so for us to stay a step ahead of our customers, it is the very best idea. if you're a step behind, you fall off the cliff. if you're way too far ahead, they don't get it. and you're in trouble. ♪ >> the marketing of ben & j...

Out. you might stumble or trip or fall in a gully, but if you have the plan, you can get up and continue on your path. >> i think you have to realize that a brand is very much alive. and it's almost like a child. you have to nurture it, and you have to protect it, you have to continually ask yourself what the next step is, what the next material is, what the next color is. so for us to stay a step ahead of our customers, it is the very best idea. if you're a step behind, you fall off the cliff. if you're way too far ahead, they don't get it and you're in trouble. >> the marketing of ben & jerr...

Time i picked up the home phone. somewhere along the line i stopped picking up the home line and every time it rings my wife says, why do we have that? i don't know i say. a large number of americans are untethered. the's ways of communicating with the world but have pollsters kept pace or finding themselves a step behind and e-mailing is old school and the home phone seems an acronistic. pew says the contact rate down 17% since 1997. how does the industry move forward? with us steven shepard. steve, how's the industry adapting to a world where the intersunset now dominant? >> trying a number ...