We're not focused on the person that writes the check, if we don't start they won't be writing it much longer. When you think about it, it's amazing we've been able to get away with it this long. This is the type of focus, mindset and passion that's needed to move the needle and actually do something about it. Because simplicity is really hard and what we currently have is anything but simple. In fact, you might be able to go as far as calling it lazy with the weight of expectations we place on the customer. That's what I wanted to talk to Ryan Collier, Chief Digital Officer for RPS, about what they were able to do about it. Connect with Ryan LinkedIn P.S. Ryan and the RPS team will be hanging out at Elevate if you want to get a look at their simplicity first hand.