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For me it’s the point I’ve just made on screen. You have to think not about the small part of the experience you’re providing to the customer, you need to step back and focus on the entirety of what the customer is trying to achieve. For example, to get hospitality right, it’s not enough to provide great food and drink, that’s part of it, but the customer is focused on the overall “experience”, and you need to be thinking about that as much as you think about your component of it.