disclosure and transparency, but also a design that shows that it is, in fact, a vault. a place where you can really trust the use of your information and that your activity is guarded and safe. according to my next guest, there are only ten paths to growth for your company, and so your job is to choose the path that's right for your business and then execute a strategy around it. it sounds easy. of course, it's not. but tiffany boba's new book helps explain how to implement this. it's called "growth iq." tiffany, the global evangelist at salesforce. so good to see you. >> thank you for having me. >> tell me in what ways people aren't smart? is it they get overwhelmed or they're choosing the low-hanging fruit. where is it people go wrong? >> right now the competition gets so heated and growth is top of mind for everybody. but they get a little overwhelmed, as you said, on what's the right way to go and