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>> i think the most important thing is that we realize that this model doesn't make us special. it does allow us to do special things. there's nothing we've ever done this more special than this museum. it's going to be unique and the fact that it's going to emphasize the value side of valor. courage, sacrifice, patriotism these are the things we want a young woman to walk in to that museum -- he is going to see some incredible people. they're not going to be wearing capes, they're going to be wearing dog tags. but they've done as much as citizens of ever done on the battlefield that person is...

Huedi huedies and hezbollah, or repressing their own people. we want them to stop all of that, so, it so happens that these protests and the chants for change in iran bring a possibility of achieving that. but, even short of that, the attention the iranian regime has to now pay to these protests to dealing with them, potentially the concessions they'll have to make, economically, maybe move money away from terrorism and to those at home. and all of those things will help address the strategic issues we have with iran, but just as important on the value side we stand for liberty and democracy a...

Name. on the value side. look to the value. it is not descriptive of the product. naming an in-home care agency with a lot of technology sl solutions, we came up with respect. that is different from the industry with home care in the name. for this particular product, it was important to communicate the value of respect. when we talk to potential customers, elderly people and kids, that is the word we kept hearing. a great degree of respect for parents and elders. you can focus on the purpose of the product or the value of the product to think about names. >> i'm going to name quickly your poi...

That was a more descriptive name. on the value side, you look to the value that you provide. it's not necessarily descriptive of the product. and here's an example. in naming of a home care agency that had a lot of interesting technology solutions we came up with the name respect. now, that's different from most of the industry which has homecare in the name, but for this particular product, it was important for us to communicate the value of respect. because when we the talk to elderly people, their kids, that's the word we kept hearing more and more, that there's a great degree of respect fo...