In the movie “Bohemian Rhapsody,” Freddie Mercury’s father says, “good thoughts, good words and good deeds.” It’s a reference to one of the core Zoroaster religious maxims, which reinforces the idea of doing the right thing, and worldly rewards will follow. Mary O’Donnell, ALTA’s 2019-20 president, mentioned this quote during her speech at ALTA ONE in Austin to remind attendees to be true to themselves when getting facing constant challenges and changes in the market.“If we live our lives and businesses by those words you will be authentic. If you’re authentic you win."