“History is important in the sense that you have to know your industry,” Merlo said. On second thought, he added that “history is tomorrow—you’re making history.” In a practical sense, Merlo saw that history could keep you from making mistakes that others before you had made. “You have to know where you've been,” Merlo continued, “so you don’t make the same mistakes twice.” Laughing, I shared with Merlo one definition of insanity—doing the same thing over and over again and expecting different results. While Merlo said he had not heard this quip before, he did, as a businessman, agree with it.