A magazine is simply a device to induce people to read advertising.
Be like Curious George, start with a question and look under the yellow hat to find what's there.
And an integrated life is one where you're able to fit the different pieces of your life together in seamless fashion.
Ha, well you see... this notion of a balanced life, I don't think I'm ever going to be able to have that... but I can have what I call an integrated life.
So my answer is, YES, everyone can find a hedgehog concept. If these companies can do it, anyone can do it. And anybody who says they can't is simply whining.
The first is that instead of writing a sequel, which is what most people do, this is in fact a prequel. Although we didn't know that when we began the process.
There's no reason for Gillette to be world class on the web, but there's every reason for Gillette to be world class in producing billions of high powered razor blades at low cost.
The point of that is, if you look at Walgreen's history, they've always been pioneers in the application of technology. They're the only drugstore chain that I know to have their own satellite.
The answer I have is, you know, there a lot of things you can try to build to last. And what we try to do in our work is to come up with ideas that will last. Ideas that will stand the test of time.
That the potential to become Level 5 exists in you and me and the people we work with and that it is then a process or a journey to nurture that seed... in a culture by and large that doesn't reinforce it.