how many people -- how big does your focus group need to be to go ahead with it? >> when ford came without its first car and people asked. he said if i listen to my customers i would have given them a faster horse. and the point is sometimes the customers don't know what they need. >> so how do you determine? >> you have to put your mind -- he's mastering an industry now, understanding sports and the needs and stuff like that. that's where vision kicks in. he has to think about not necessarily today but tomorrow and start pushing it in that direction. >> one thing i thought was great is when his customer said it's one stop shopping and he made it easy. seems that's the key to his success here. >> absolutely. creating a lifestyle brand is what he had done. and what that consumer wanted was one place to go and say this is my vision, make it happen. if you can do that, incorporate that and create some sort of situation where it's a hand bag, then shoes, something that create as package deal, then they are going to come to you