The national championship from 22 years ago. The build up to that which started 30 years ago. To a lesser extent, the conference title from 12 years ago. Is there anything relevant from those days other than the enjoyment of reliving good memories? In your job, what if someone said, "This is how we did it in 2000" or, "How we did it in 1990" or even, "Back in 1982, this worked like a charm"? What I've always been told is that if market research is more than 3 years old, throw it out. That may even be outdated now, considering how quickly things change in the information age. But 3 years old is probably still useful in my business. It may not be in some. Maybe some of you are in an occupation where things haven't really changed in 30 years. I'm curious.