right well to be effective is to do the right things so the be efficient is not that we have to be very very fast it's the things that we do we have to do them in a proper way so the decisions that we take today don't slow us down in the future now that we have this quote here you maybe wonder well what is more important to be efficient or to be effective obviously doesn't make any sense to go really really fast if you end up in the wrong place but equally if we know where we want to go but we never achieve that place it doesn't make sense