Sometimes we get a chance to do things a little differently.
We're building something new. It isn't easy and isn't for the faint hearted but if you love what you do, it makes all the difference.
"You can hold a ballet and that can be successful and you can hold a rock concert and that can be successful. Just don't hold a ballet and advertise it as a rock concert. You need to be clear with all of your stakeholders and then people get to self-select in."