Another aspect of quality is the ability to respond to customer needs quickly. In addition, the company's success often depends on our ability to act on market changes and new opportunities. To meet these challenges, we must think fast and move fast.

Customers want to benefit from our great ideas sooner, not later. So do we. Moving fast enables us to learn and make better decisions over time. That's because the best learning comes from trying out more things in the real world.

We operate in a fast moving market. Rapidly responding to competition and new opportunities is essential for our continued success.

Does this mean we endorse thoughtless action? Not at all. What enables us to move fast is rapid, but thoughtful, planning. And by improving our processes through focusing on what's essential, enabling people to take informed risks, and using mistakes as opportunities to learn, we permit ourselves to think faster and move faster.