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lene is I think something that's really been misunderstood and not exploited by sales and marketing and I think we can really exploit it a huge amount and I think people misunderstand lean into traditionally when we kind of looked at lean we've kind of looked at it from a manufacturing process point of view and we interpret lean is removing waste and in reducing kind of the cost of manufacturing and reducing waste that we might have in manufacturing and so on lean is about maximizing your effectiveness in creating and delivering value and so the thing that I think is really appealing about lean is if you're really focused on what you're focused on doing is what is the value my customer wants and how do I create and deliver that value most efficiently and most effectively so what I see lean doing is really putting a pinpoint focus on our customers and what they value in really delivering on that and clearing away all the kind of clutter that surrounds it you know all the stuff about all the wonderful things our products do but really focusing on this is what the customer determines its value how do I communicate and deliver that value as effectively and efficiently as possible and that's really the lesson of Ling and if we as salespeople understand that and exploit it all of a sudden we've made ourselves much more effective much more efficient and we win so much more business I'm Dave Brock president and CEO of partners and excellence