Don't Be Afraid To Change The Model.

But It May Be One Of Our Best Markets In The Long Term Because When The Japanese Society Embraces A Brand It Is A Very Deep Connection, So We're Willing To Make That Investment Knowing That It's Not The Quick Route To Success That Might Be In Other Countries.

Stone Age. Bronze Age. Iron Age. We Define Entire Epics Of Humanity By The Technology They Use.

When There's An Ache, You Want To Be Like Aspirin, Not Vitamins. Aspirin Solves A Very Particular Problem Someone Has, Whereas Vitamins Are A General "nice To Have" Market.

Comparing Apple To Netflix Is Like Comparing Apples To Oranges, Especially If The Oranges Made So Many Mistakes That People Stopped Eating Oranges And Just Went Back To Blockbuster.

Technological Revolutions Are Very Hard To Predict. My Favourite Example Is Someone In 1850 Taking Care Of Horses As A Farrier. They Would Have Said, "look, Horses Have Been Part Of Human Existence For 5,000 Years. We Are Horse People. It's Permanent." But All Of A Sudden, The Internal Combustion Engine Comes Along And, With It, Oil Fields And Automobiles, Which Basically Replace The Horse Completely. So We Often Have These Long Periods Of Stability And Then A Sudden Inflection Point.