In Chapter 13 of 17 in his 2010 Capture Your Flag interview with host Erik Michielsen, customer advocacy marketing executive Alan McNab what attributes help large companies launch new market strategies. McNab cites courage - a willingness to take risk - and building an underlying culture to motivate behavior. McNab cites Absolut Vodka as a standout risk taker whose market entry campaign went against the grain. He notes Cisco, where he worked early in his career, as a standout company that instills courageous culture in its merger and acquisition minded corporate growth mission. McNab holds a BSEE in Electrical Engineering from Santa Clara University and an MBA from Trinity College in Dublin, Ireland. He has worked in various technology marketing roles at Hewlett-Packard, Cisco, Motorola, and is now Vice President, Customer Advocacy at NCR based in Dublin.