Video #1 delivering a great customer experience. Ex: master lock have been creating a product for over 50 years. In recent years, competition from china was creating the same product for a fraction of a price and selling them for a lot cheaper. Instead of competing in price, they went for a different approach. They care about the valuable stuff they are trying to lock up. They actually changed their organization to meet custo(cid:373)er"s needs. They have a group of people dedicated to locks. They sell it other stores, not just at locksmiths or hardware stores. They also increase the perceived value of their product and able to sell it for a lot more. To support its customer, master lock changed its culture. They think of themselves as a security company. Now it focuses on the product people want to buy. Video #2 - simon sinek: how great leaders inspire action.