I'm spending a couple of days with my client Xero down in Brisbane Australia this week for Xerocon. Xerocon is the manifestation of how a platform competes in this era of digital transformation. At the end of the day, it's about people. Xero is an $8bn SAAS platform but it's product isn't really beautiful accounting software, it's the whole experience - it's this event, it's every interaction with the people in the team and it's their story. The physical software is just one tool in this bigger product suite. That's the experience we as customers buy today.