00:00 A.G. Lafley: You know, one way to think about strategy for entrepreneurs and start-ups is it is playing with possibilities. It is, how do I position my new product, or service, or technology with potential customers? And how do I play to my product or technology strengths to create some competitive advantage that benefits those customers? And then you just try to find a few customers who might be potential buyers, users and hopefully, eventually, promoters of your new product and then you start iterating with them. And you iterate with them to improve the design, to improve the functionality, to improve the experience of using the product, to improve the relationship with the brand, to improve all those things that are gonna create this bond between a customer and your product and begin to create a business together.