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8384.178 - 8408.702 David Rosenthal

Up until that point, the marketing strategy had been mostly generate category awareness for consumers around the world. To the extent we competed with anybody, we competed with MasterCard, so we positioned against them. John comes in and he's like, no, no, no, no. The path to victory here is not positioning against MasterCard. The path to victory is positioning against American Express.