For us, it's important to understand the business. It's important to know: How are we doing? How can we create value? Where do we want to go? What investments are we going to make? And what investments aren't we going to make? Rejecting certain options is also part of your role. It's not always easy, but it has to be done, providing management with your perspective on the matter, or your analysis. Based on hard data, but interpreted with a genuine commitment to the business.