During my master's program in business administration and online marketing at the Lucerne University of Applied Sciences and Arts, I had the opportunity to meet Richard Beswick. Without exaggeration, I can state that among all lecturers we learned the most with Richard. First, he was given a coaching role in one of our group projects. Along with encouraging us to go the extra mile, he was also prompt with his responses, encouraging and inspiring, and really interested in how the project was going and how our team spirit developed over time. His criticisms were incisive, well-reasoned, and pertinent. Furthermore, I want to draw attention to his intense interest and vast understanding as well as competence in a variety of subjects, including marketing, CRM, and social studies. Richard continued being my supervisor during my master's thesis which I completed with the highest mark. I certainly owe a lot of that to my brilliant supervisor at that time. Richard, thanks again for a great learning experience!