Let's look at how to address the cultural and business challenges of the Cloud paradigm using a combination of a few principles in a real-world example. This is Jane, a banker. Who likes to receive calls from their banker? No one probably. With a traditional mindset and a way of working, Jane's manager pre-assigns her a list of people to call, along with talking points based on a new campaign to sell insurance. In this mindset, Jane's job is about calling people to propose financial products. What's wrong with this approach? What's your why? To sell insurance? No, this is a specific task not a mission statement. Does selling insurance meet our simple rules for business practice? Is it focusing on the user? No. Is it 10x thinking? No. Is Jane as an employee empowered to innovate in this case? Probably not. So let's put a few principles into practice for Jane and her job. What's her why? It's to empower people to live their lives, financially secure, and prepared for life's inherent ups and downs. Now we have a why that is a purpose, a mission. Next, we employ the the first tool. Focus on the user. Imagine Fred is Jane's customer. He has two young children and is the type of person to plan ahead. He's starting to think about his kids future and their education, because he realizes it's going to be very costly. At the most basic level, Fred might need to know how much he needs to save and for how many years so he'd have sufficient funding to send both kids off to college. He might also expect that his financial institution can offer him personalized options to achieve this, without disruption to his lifestyle. So Jane would focus a call with Fred on A, discovering his intent or needs, not direct selling of insurance and B, helping Fred with investment options. Now, how can Jane apply 10x thinking to our customer situation to find solutions that are simple, empowering, and deeply transformative? How could she anticipate Fred's needs and behaviors so that she can propose solutions, that will help him live life to the fullest and ensure that he's financially prepared and secure for this stage of his life? Jane and her team can apply 10x thinking to create breakthrough experiences to serve her customer with technology. How might the superpowers of Cloud support Jane's mission? Well, imagine she has a dashboard that synthesizes multiple sources of data about Fred. This would give Jane insight about his current situation, information to help predict his intent, and a list of prepopulated recommendations that she could discuss with Fred. The superpowers of cloud equipped Jane to have a much more meaningful conversation with Fred. Now she can call Fred and say, "We think that now would be a good time to talk about your children and their future education, what are your thoughts on this? How are you currently preparing?" She might follow up with, "We have some personalized recommendations for you. One of our experts is available to discuss your goals and investment options this week." Imagine if everyone across Jane's organization embraced this garage mindset, and employed the superpowers of cloud to find innovative solutions. It would be an important step in the organization's overall transformation. So now, let's look at how you can apply these principles for your role and in your organization.