“I think it's really critical. I think that we're all trying to out-think each other and trying to figure out what's happening. It's moving a lot faster today than it did ten years ago. I think we're trying to keep up with the consumer who is ravenous. You have to just keep innovating and keep your pulse on your customer, and she's moving. You don't know which came first, the chicken or the egg, but she's moving faster and faster. So, brands and companies have to move faster and faster. It's all because we're feeding this cycle.”