For electronics manufacturer Samsung, the first step in creative evolution is empowering designers.br br Question: How do you encourage innovation in your business on a daily basis? br David Steel: Innovation is really key to our industry because life cycles are so short and so much of the brand building comes through what's new, what's great, what's exciting. We have to foster that in the workplace, we have to have an environment that encourages creativity that encourages some idea generation. br So, one of the ways to do that is to really empower designers because usually a technology company like ours, we focus on R&D and we look at what's the next big thing. So, it's kind of linear thinking about, we had this last year, what will we have next year? A great advantage of designers is, they can think across different disciplines. What if we take something from here with something from here? What if we look at the user interface from this category and put it together with the physical shape of this category? br So we've really empowered our designers. We set up design studios around the world so we can tap into local talent and we can also understand consumer tastes and preferences around the world, and empowering designers to bring together some of these discrete insights that view technology as a building block. Technology is not the end goal, but technology is what really facilitates the consumer experience. So, that's a large piece of how we've become more innovative, more creative.