The short-term cost of winning back market share will not affect the company's long-term credit rating, according to the rating agency Standard and Poor's, providing it is successful in regaining market share and turning Telstra into a more competitive company. But will things change? Perhaps the person with the clearest idea of whether the company will finally get it right is Robert Nason, Telstra's new managing director of customer experience, simplicity and productivity, and the former managing director of wagering at Tabcorp. He has the task of turning Telstra into the company it has been promising to become since privatisation - of finally changing everything and leaving nothing the same.