Competitive life cycle analysis is a valuable tool in your strategist tool kit. It's a tool to help us map out and understand the competitive life cycles that your operating in. And understand where in the competitive life cycle you are right now. What you see here is a simple schematic. We have our three phases of the competitive life cycle. The emergent phase, growth phase and mature phase. We represent them in a circle to highlight that the competitive life cycle repeats itself overtime. The key is to map out various lines of business to understand where they are during the competitive life cycle and to reflect on the timing and severity of each of these phases and transitions between these phases. So let me give you an example. Let's take Apple in 2011 time period. At that time period, I would argue the iPod, excuse me, the iPad was a newer product and was in the emergent phase here of the competitive life cycle. But quickly moving to the annealing process in the growth phase that we have seen in more recent years. If we look at something like the iPhone, the iPhone was further down the competitive life cycle, had been out for a little longer. The market itself for smartphones was a little more established. We had coalesced around a kind of standard dominant design dominated by the Apple iPhone design, but, again, we had Android and others competing in this market. And we had seen some of this growth take place. Compare that with the iPod, the iPod had been around for longer, digital music players have been around for longer. The shakeout had basically occurred. We had had numerous entries into this space that have now fallen by the wayside. We had a few established players, and we had seen demand start to tail off for these products. And in fact, not only had growth slowed down, but it had really curtailed and now we were seeing a shrinking of that market as we're in the Mature Phase. And last but not the least, it'd be interesting to think about Apple's Macintosh business, its personal computer line. Obviously, it's longest, most established business line. A product class that existed for 30 plus years. And one could argue a more mature product line with not really radical disruptions occurring within that narrow line, unless you want to say relative to iPhones and mobile devices as radical disruptions. When we think about that, the personal computer is probably the one most ripe for a disruption. And again, these are all interrelated businesses, so we can get some sense that maybe some these are already the disruption for these established markets, like personal computers. So once again, the competitive life cycle analysis tool is a way for us to start to map out our various lines of businesses, understand where we are, try to forecast, perhaps, future revenues we might gain from each of these businesses given where they are in the life cycle. And start to plan for potential disruptions to these industries when they might occur and how they might occur.