Chambers tells the story of how Cisco began its transition from hardware into services. “Our customers literally pulled us kicking and screaming into providing consultancy,” says Chambers. Some years ago, the CEO of financial services company USAA asked Chambers to help the company figure out what to do with the Internet. Chambers replied that Cisco wasn’t in the Internet consulting business. But when USAA committed to giving all its networking business to Cisco if it would take the job, Chambers proclaimed “We are in that business!” Now, Cisco has both the products and the knowledge to help other companies succeed on the Internet.