This session was filled with calls for action, encouraging us to overcome biases and aversions to working with the commercial sector. As someone who educates future health professionals it reinforced my views that our students need to acquire commercial knowledge and skills. This will help them have the challenging conversations, not only because they recognise their importance but they also have the language to do so. It also highlighted that whilst evidence has a key role to play, we need to continue to garner human action through emotion.