Popular is a measure of today based on things past, not a moment in time looking to where we need to be going in our path to the future.
Popular is often a watered down version of something great, so that what is good can be more accessible to more people, so to understand the value and its its possible importance to what is, and more importantly what was.
But, being popular doesn't necessarily mean something is great or is a slice of something great, it just fits a pattern of other things that are or were great (watered down or not).
If we are going to build a better version of today for tomorrow we need popular support, but having things be popular (in their watered down ways) can be a hinderance to getting to that better place.
One has to understand the full version of what is good, where its gaps are, so to make it better.
Things get popular by watering the great so it is more approachable, but we can eventually get better by understanding the unwatered down versions and improving upon them, just more slowly.
We can't get to were we need to go and have the great things we need (whatever they may be) without having them be approachable in the future, which requires familiarity and understanding all along the way.
We need the great things to be understood beyond those who can understand them with out being watered down.
The more support something that is great has, through the means of watering down the understanding to it can become popular, the better off the future can become.
Popular has its value and its place and understanding what is popular with how and why it is popular is essential.
But, not getting buried in the popular and understanding there is more greater things on the path ahead that need to be created is essential.
One foot firmly in the popular (what is and what it is) and one free of popular constraints seems a happy balance.
Being able to understand the value in popular and craft great things that echo some of that leads to a better whole.
The news of the passing of Steve Jobs came as I turned on my iPad arriving at the BWI airport. It caused a gasp from me. Much of the prior 90 minutes were filled talking with my seat mate about the future of technology and our finding ease in using the tools we have today and their near future incarnations and beyond. The conversation kicked off with a question about iPad and differences between iPad and iPad2.
Today, what really struck as I woke today was not as much on what Steve Jobs inspired and shipped, but what didn't ship. I have had some long discussions with folks from Apple about things that got stuck in the Steve Jobs review and how to potentially get a feature or product beyond that hurdle. The attention to detail was stunning as to what the CEO focussed on and how each thing fit in not only the whole stretch of Apple products, but also all the touch points where people experience Apple. On rare occasion something that has been a bit of a clunker shipped from Apple, but mostly it is shipping great products that are well designed, well engineered, and very well built.
Having a leader understand this whole of the ecosystem of experience and making decisions to remove things that could dent that whole of the experience is essential Steve Jobs. One thing in particular sticks out is Apple not shipping is Flash in the iPhone. At the time many other smartphones included a Flash player in their devices, but it was never a good or passable experience, even when it wasn't locking up the device or crashing it. Jobs and Apple took a lot of heat for this decision, but it was geeks that cared about Flash in phone and those who only understand checkboxes when making device selection that were having the lack of understanding. The lack of Flash in iPhone and other iOS based products is one key to their ease of use and uptime, which lead to high user satisfaction of the devices.
American companies in recent years have been competing on price not quality, and therefore have largely been shipping mediocre products. The financial success of WallMart is founded on getting brands to make a cheaper more mediocre product so people own a brand that once mattered, but the product is deeply lacking in the quality they bought for a low price. The Steve Jobs Apple did not give in to shipping junk, their products may cost more than other devices, but once you add similar components to what Apple didn't cut corners on the price is rather close if not much more for the competing products. Jobs turned Apple around from a company that had become focussed on price and mediocrity and returned it to a company that focussed on "Boom" and quality with forward thinking products. Jobs shifted the focus from following to bringing the future to today with quality.
When we consider Pixar, Tim Berners-Lee inventing the web on Steve Jobs' Next Cube computer, changing the music industry with iTunes and iPod, disruptively moving the mobile phone marketplace, and countless other drastic changes one man and his companies made it is tough not to stop for a moment and be thankful and know we have been blessed with one who dreamed of greatness for the world around him and delivered it though passion and flair.
Now it is our turn not to give into mediocrity and accept the merely acceptable, but measure what we do and bring into our world and lives the greatness that should be there.
Yesterday's news that Steve Jobs resigned from is position as CEO of Apple hit hard. I, like everybody, knew this day would come but Jobs had many times cheated reality by creating a whole new one out of thin air (apparently thin air is made of hard work, insane attention to detail, knowing what the future looks like, hiring great people who can execute from that vision and have equal attention to detail along with knowing the deep underpinnings of everything they touch to to make something great, and not compromising on the way to making something great) and I had selfishly hoped his health and longevity would dance on some of that magic as well.
I was a fan of Apple products in the mid through late 80s when the Mac and MacBooks were the new and inventive darlings and also options I had to use at work. But, it was not until Jobs returned to Apple and the release of Mac OSX that I paid attention closely nor personally cared. In 2001 I was losing my laptop when I left a work project that loaned me one and was a web project built on UNIX that I went looking for a replacement as a personal computer for me. I went with a Titanium PowerBook from Apple because of Mac OSX as it gave me not only the new Mac OS and classic Mac OS to test with, but OSX is built on UNIX (Darwin, which Jobs' created at Next based on BSD) including access to the command line, and it could have a Windows emulator running to use the tools required when dealing with large organizations. All of this was in a less than one inch Titanium encased laptop, with a lovely screen, and battery that could last a flight across the US.
But, something happened I did not see coming, after a few months I was only using Mac OSX. My purchase choice was based on the capability and need to use all the various operating systems, but my use showed I only used one. Mac OSX was a giant change and revelation for me, I no longer was battling the operating system it just worked, I was able to do my job (that does not include keeping my personal computer functioning properly) and things were much easier to use. I noticed the attention to detail and careful design not only in the operating system and Apple software, but also the hardware. My hardware was lasting like no other manufacturer (my last laptop was 4.5 years old before replacing).
It was after purchasing my PowerBook that I started closely paying attention to Steve Jobs keynote presentations. The keynotes were a blast as Jobs seemed as giddy as we were about the newest things (iPod, iMac with extendable screen, iPhone, iPad, etc.) and at the same time deeply proud that Apple (his baby) was shipping yet another product that dared at greatness and changing the way things are done and the way we live our lives. (Josh Bernoff of Forrester counts 5 game changing innovations in technology as well as how these innovations deeply changed the music, film, telephone, internet, and other related industries). There has been no other single person nor company that has had that much impact.
I have long been accused of being an Apple fan boy, but I'm not so sure that I am that as much as I am a fan of nearly perfect execution of ideas that truly lead and are driven by a goal to ship things that are great. This is very much at the heart of what Steve Jobs has done for Apple. It is not only the vision, but he is the one that pays attention to the details and things that are insanely small and even things that can not be seen, but need to be there.
I have had the fortune of chatting with people at Apple in the cafe, being invited to speak to them, and pulled aside at events by a couple groups at Apple to "chat about some things" that lasted a few hours. These glimpses inside left me in greater awe of not only Apple and its very different and secret way of doing things, but of Jobs himself. I heard stories of Jobs product reviews and the level of detail of things he gets to (wire color inside a laptop, the symmetry of left and right invisible to sight laser drilled holes next to the laptop cameras in MacBook Pros - the right for an on light to show through and the left for balance, yes of something you can not see). But, I also had somebody recount a review he was responsible for the product and it didn't meet Jobs's standards and I watched the person physically recount the pain of that dressing down I imagine he got as he asked for suggestions for alternate paths to get it approved. The explanation and constraints around the feature and functionality were really well reasoned and I could see why it didn't ship. But also I was more in awe of Jobs and the realization of the breadth and depth he not only pays attention to, but the detail and quality that he demands. Not only did Jobs lead a company he checked it line by line as it was part of the vision and passion, but also he has the serious depth of understanding to have a company make things that are great.
Yes, not everything Apple ships has been perfect nor great and it would be foolish to say that. But, those teams and people do not last long who do not ship greatness. Apple will and has shipped things that are iterations on their way to something else as well as blown up products for a rebuild from square one (Final Cut Pro is in the midst of this) as well as things that are experiments (Apple TV). But, where Apple has and does stand apart is the expectation of greatness of product and having products that ship.
I have had senior executives of many tech companies as well as non-tech companies sit and ask about what I think is the difference between their company and Apple (I find this odd as I never publicly mentioned any interaction with Apple other than customer until this post).
This questioning has repeatedly come from senior management at Microsoft, whom I really like, but hasn't shipped anything great (perhaps other than Xbox) even though they have always had great things in R&D for years. The answer to Microsoft about the difference comes down to expectations and rewards. At Microsoft employees are reviewed on a sales and marketing model where the top third get really good salary increases and good bonuses, the middle third based on reviews get moderate increases and most years some bonus, and the bottom third has to reapply for their job or find another one. What this model of reward does is have nearly every employee game the system to be the white knight at the end of the day (just before review) sweep in with a great solution. The problem with this approach is the systems are so complicated and complex that they are not integrated nor tested well enough (often this needs many months of planning, if not years) to make a seamless solid product. Then I get asked what the Apple model is, which is really simple: All teams are given the task of making a great product and if the product meets expectations and review of the one with the insanely careful eye as well as does well in the marketplace the whole team is rewarded well, if not the team is reconfigured to better meet expectations (rumors of whole teams being dismissed have not publicly confirmed, but that would never surprise me).
Apple works and is set up as a whole to work together in clusters of people focussed with one driving mission. There is an also a culture of "what would Jobs do" that is more than myth and that matching of vision and expectations really extend broadly and deeply. But, the one thing I fear and have seen in the past year or two in Apple products is a slipping of quality and attention to detail in tiny ways. Not having the Steve Jobs with final insane attention to detail and vision review doesn't catch the things that make a deep difference. There is a lot of magic in Steve Jobs that can not be replaced (I strongly believe everybody has a gift that make them special and the world a much better place for having their gift in it, but Jobs has had this in volume like no other).
In 2005 I was moved by one rather short presentation like I had been at no other time and moved to make change. This was Steve Jobs' commencement address at Stanford given after his return to Apple after stepping away to battle cancer. The Jobs 2005 Commencement Address - Stay Hungry. Stay Foolish. was and still is amazing. It was amazing in the craft of it in writing and delivery, but also the message. I grabbed a copy of this a day or two after I heard about it and listened to it nearly every time I travelled (which was a fair amount then). I continued listening to this about once a month for years and need to return to it.
For all of this and more I wish Steve Jobs deep thanks and wish him peace and comfort moving forward. Steve is the embodiment of of the Apple Think Different mindset and we are all better off for it.
Today along with the past week in California at my Mom's place has finally begun feeling like another of many layers of the grief fog lifting. I was not fully prepared for the reality of taking care of my Mom’s and remainder of my Dad’s affairs. After losing my dad last Summer I was more prepared mentally for the passing of my Mom and her long struggles with good health really making it all seem like is was forever close. Yet, with all that was going on at the same time (move and transitions with work and elsewhere) it was a good struggle.
The trip out to California with my son last week really was good. My mom badly wanted to go to baseball games this Summer at some point with the two of us. She was a long time and die hard Oakland A’s game and my son got to run the bases after the game, then watched the Giants play in SF from a few rows behind home plate, went to see the Sacramento Rivercats play, and finally watched the Stockton Ports from right behind their dugout on consecutive days from funds tucked away for just that the grief fog lifted.
The past few days back (and prepping for another few trips to California to continue to go through and close things out) really started sinking in the wonder of life that has been so far. Watching Milk last evening really brought back many memories of growing up in Northern California and that really odd time of teen years sorting things out at the same time the world around me was struggling with the same thing (not sure the world ever is finished with that journey). The drives the week before from the Central Valley to the Bay Area really brought back many memories and understandings of who I’ve been and where I am.
Today I got out and went to Politics & Prose to look around and there is something about a really well curated local bookstore that you can connect with that brings the senses alive. Politics & Prose really did that for me today. I’ve long missed other Washington, DC area bookstores like Olson’s that had just the right things displayed that tickled my mind and soul bringing them to life. Pulling thoughts and glimpses of understandings (for myself and to share with others) out of the denseness of the grief fog really was wonderful. Politics and Prose had so many things out on special displays that are at the top of my Amazon wish list it really was a dangerous place to be.
Today was wrapped up by watching Rush: Beyond the Lighted Stage that chronicled the existence of the band Rush from its creation to current date. My neighbor Tom Just turned me on to Rush in 1980 when he moved into the neighborhood from Chicago. Listening to “2112”, “A Farewell to Kings”, “Hemispheres”, and “Permanent Waves” really struck me from a music stand point, but also the lyrics (I pay attention to lyrics much later than the music, there are some Rush lyrics I am just getting around to listening to in full after 30 some years). But, in watching this movie tonight it brought out the love and passion the band members have for their craft and the depth to which they put their understanding and pushing the edges of it. The discussion of Neal Peart’s loss of his daughter in a tragic accident and then his wife and his struggle to find it all and put it all back together helped cement the breaking through another layer of this grief fog.
In the past few weeks I've been talking with some companies about their products and some are in fairly good shape and needing a few tweaks and pushes in the right direction, yet others are lost in a world of buzzwords and social development memes with little value. I'm really looking to getting my hands dirty again and anxious to clear through the family affairs that need addressing. I also have a good chunk of writing to do and prepping for some presentations ahead.
On a Sunday evening I am ready for this next week to begin and dig in.
On the morning of 10th of June 2011 my mom, Maye Vander Wal, passed away in Stockton, California. She is much loved and missed by those who knew her. I have posted a memorial site for her at http://maye.vanderwal.net where you are free to post memories.
The memorial for Maye will be at St. Anne’s Episcopal Church in Stockton, California on June 30, 2011 at 10am.
I have been in California tending to her things and I will be splitting time between Maryland and California for June and July.
Deep thanks for all the love and wishes expressed so far, it has been very welcome and humbling. I know my mom deeply appreciates the wishes and memories as well.
Every now and then I run into a post that brings back that passion and understanding at what is at my core. A post that I wish I wrote or had been able to express what is there at the core. A post with so many great bits that if I high lighted the great parts the whole thing would be yellow (not that I highlight much in yellow (more of orange, pink, and blue sort of guy).
But enough expounding, what tickled my interest is Julian Bleeker's IxD 2011 Designing Advanced Design Workshop blog post which are notes from Micke Kruzeniski's IxDA workshop (you know, like the title says). The workshop exercise is interesting, but there this post really is enjoyable for me are the insights and everything that follows.
The focus on optimization and efficiency at a set size for certain processes and outcomes is critical. Once you scale beyond that efficiency decreases and costs rise. This lesson is one I see many small and smallish companies run up against. This can be really interesting to watch with internet-based products as it takes many people to keep something up and running and optimized, even when the design, functionality, purpose, and interactions with the service really haven't changed with the only change being there are many more people hitting and using the service than there were prior. In theory you are not producing any more of anything as it is all a copy of digital internet thing “X”, which sole ingredient is energy to appear as an interactive (or even static) internet object or interface elsewhere.
I also like this illustrative piece in the workshop as it brings to the forefront something I continually ponder as a differentiation crack between the US and Europe (possibly elsewhere in the world, but I don't have those examples) on production of things. In the US the common push is to get big and dominate, but in Europe, there are so many people who produce at a scale that gives them optimal quality and they do not move beyond that scale. As long as the crafts people can create a product at a scale that they can make a living and have the product be the best it can be without sacrificing quality they know their production threshold and where to stop. They have perfection in their mind and they have no or little interest in moving beyond that strict measure. (This European sense of quality is surfacing in locally grown food and artisan food circles in the US and other crafts.)
The Kruzeniski's workshop put a focus on 3 approaches to advanced design, which really require skilled designers who deeply understand their specialization, depths knowledge of materials, and the process of creation in that field. (A theme that surfaces in the BBC's Genius of Design, which I reviewed).
The three approaches are: 1) the Outlier, which works in “what if?” scenarios; 2) The Pantry that builds and iterates and tucks all of these steps and creations away to have on hand at some later point; 3) The Northstar, which takes a long view at the potential in the future and works toward that over time (see the Audi incremental iterations from future concept car to real product in the R8 that is used as an example).
There is so much more in Julian's collection of notes and insights found and shared in the workshop, that the whole piece is well worth a read.
I been a big fan of Nokia's mapping solution built into its smart phones, Ovi Maps as it provides the best mobile turn by turn directions I've seen on any mobile device. But, this is largely because Nokia owns Navteq, which has long been the leader for on board mapping and driving solutions.
While I have been incredibly impressed with the Ovi mapping on my Nokia E72 device and often use the Ovi resources on the web, I hit that finally, somebody got this right moment with Ovi over the weekend. While, many web mapping solutions allow you to save favorites on the web getting those to sync to your mobile device, with your directions has been left out of most of these solutions (I have been complaining to friends at Google, Yahoo, and elsewhere for many years that this is a no-duh next step). Well, it seems Ovi figured this out quite a while back. (I noticed Google Mobile Maps provided this at the end of 2009, but have never been able to get it to work, even on my supported Symbian device.)
The simplicity and ease with with Nokia's Ovi pulls this off is rather stunning. With this aha moment, I feel like I was the last one to see this and sort it out, but in chats with other mobile maps and navigation users, they have been pained waiting for exactly this functionality, as most people it seems will get a location link and add it to their desktop maps (particularly for travel) but that does them little good as they don't take their desktop or open laptop into the car with them, they take their mobile. Understanding context of use is incredibly valuable.
Now may be a good time to check your device's capability, although iPhone does not seem to have this functionality supported by Google maps (surprised?).
This past Summer (2010) the BBC (BBC 2) showed a five part documentary series on design, called The Genius of Design (TGoD). This series is similar to Gary Hustwit's Objectified, but TGoD goes much broader and deeper offering a better reflection of the reality of design only seen through that depth. Think of Objectified as a taste sampler of TGoD. There are some people in common between the two whom are interviewed and focussed upon, but life is breathed into architecture, process, visual, industrial, and many more slices of the design world that bring design to life in TGoD. It is a wonderful look at the real nature of design.
The five episodes are: 1) Ghosts in the Machine; 2) Designs for Living; 3) Blueprints for War; 4) Better Living Through Chemistry; 5) Objects of Desire. The core focus is on the deep consideration and understanding that goes into design. It is this rigor of understanding and working through to final product all based on a core objective. Throughout the five series the focus on a deep understanding the materials deeply, use, impact on the people interacting with what has been designed, and development processes (as well as optimizing them).
The obsession to understand the materials used and objects being design with depth and breadth is not the only standout theme. Many other themes and take away ideas stood out not only when watching, but also now many months later.
One major reoccurring theme throughout is the focus on end use. The the products not only should be pleasing nearly (possibly to the point of being emotive), but they must also be usable, and do what it is intended to do very well. A continual focus on the person using what is designed is one of the central tenets of design and with out this it is something other than design.
To the point of design having a focus on the person using what is designed, the breath of roles within design was brought up. Wonderfully, Peter Boersma's T-Model was directly mentioned in when discussing the breadth of expertise with required depth and roles in design that are required to all come together to optimally create a final product that is please and usable for the person who engages with the final product. While watching the whole series the focus on various disciplines and roles is very evident and when listening to the designers talk about their own focus and discipline (all largely falling under the moniker of design) as it relates to final crafting of the final object) it is they all have depth in their own discipline, but understand the materials deeply and the class and required needs for the final product very well.
Another reoccurring thread, that gets depth of focus a few times, is the idea that every designer has a chair in them (this has become a meme in the broad design community from the near instant this was uttered mid-Summer). The chair is emblematic of the need for utility (purpose, comfort, durability, etc.) as well as providing style. A chair that collapses is not well designed. The chair also often has requirements beyond basic sitting, which can include long term comfort, ability to stack and store it, be environmentally friendly, and many more possible variations. This intersection of use, style, material, and production around the chair leads to a lot of the depth of understanding required to get to a final product prototyped, tested, and into production. This depth and breadth that designers put in is often not considered by people outside the design community, but also the depth and rigor involved in design is missed in some disciplines that are tangential to design, but do not consider themselves purely in the design profession.
Within the Blueprints for War episode the focus of designing the process was often repeated. The episode focussed on Britain in World War II and the need to have mass production of goods needed for the war that worked for their purposes, but there were limitations of materials and time needed to get mass amounts of goods in military personnel’s hands. Streamlining production and simplifying the goods became essential, but as well thinking of solutions seemed like their was expansive production (dummy planes, etc.) and alternate facilities (fake factories) were included in the design mix.
In all this was a fantastic series for those in and around the design profession, those who intersect with design, and just fans of design.
My monthly list of books read is something I have had in mind for a long time. I was inspired by Matt Webb's book list which he was doing for a while years back. Not only is the sharing out with others helpful, but it also helps me finish reading a book.
Books read January 2001 with short summaries.
This blog post (yes, the one you are reading) is number 2,000 in this blog. The blog turned 10 years old on December 31, 2010, but other than a quick mention of it on Twitter, I more or less let that pass.
The vanderwal.net domain name started was initially purchased in 1997 and was used for a general personal website, of which my links page is a early remnant of that (it is a continuation of links page I had on my personal website initially hosted in Compuserve in 1995) and it has moved to all versions of my personal site since then. The blog was started in late 2000 as it was on my to do and try list and I started in with Blogger while waiting for the New Year’s ball to drop on tv. The first post, is now gone (it was likely the very profound “hello world” sort of thing or “FuBar is testing”. I, like many others who were using Blogger, then a product of Pyra, went through the growing pains of Blogger with its outages (all pages from Blogger were sent via FTP to my site) that meant no new updates could be made using that service. Pyra imploded one fine day and was left with just one employee, Ev Williams to run it with bits and pieces of help until it was later bought by Google. But, I only lasted on Blogger for nine months or so as I had been pulling together a travel blogging tool that would allow me to post to my blog and not have to use FTP.
October 2001 I moved to my own hand build blogging tool that also included a redesign. This has all pretty much stayed since then. In October 2004 the commenting was turned off after I woke to 1400 porn SPAM comments and I deleted the SPAM comments and removed the code for commenting. I had intended to bring comments back at some point in the my own tool, but then comment SPAM got worse my thought was to move to add an external commenting service (none have been satisfactory enough to move forward with). I then have been planning to move all of these posts into another blogging tool that had an easier to manage workflow for editing and also had a good commenting system. That has yet to happen and increasingly I am fine without there being any comments here. I miss the days of old when there were great conversations in a blog’s comments, but those days rarely happen any more outside of four or five blogs I can think of. One of the reasons I went with building my own blogging tool was the ability to have multiple categories assigned to each post to make aggregation of like posts much easier. The volume of content here has made that ease of use, much more difficult to pull off and it is one of the things I am back playing with in a dev version of the tool.
When I look back to my first blog posts that were created in Blogger, I see a huge change in the writing style and content from where posts have ended up today. The blog is named “Off the Top” as it was posting of things that were coming off the top of my head and were just a random collection of things (hence the URL naming for where the blog sits). The rough gathering and sharing of ideas shifted in after the first few months to a longer and a little more serious style. My style shifted a little bit when I moved to my own blogging platform, but the biggest shift was when I added headers to posts in March 2002. The style of the posts went from many short (paragraph or so) posts highlighting of things found and shared for others, but also shared for a future me to comeback to. By 2003 the posts were getting longer and there were fewer posts per day.
The changes on blog writing style were paired with other services and blogs easing content out of the blogs pages here. The catchall blog I started with included posts of a sentence or two and occasionally a paragraph or so, changed quite a bit over time.
Delicious was the first to really move content out of the blog here. The small snippets pointing to web pages and putting them in context all fell into Delicious (for a short time I built a my own bookmarking tool, but it lacked the social benefit of seeing others interactions around the same pages).
Twitter altered the site by the quick bon mots going straight there. The short snippets not only disappeared, but the frequency of blogging really slowed down. The posts that still showed up here were longer and more detailed.
This shift was somewhat good as it allowed me to really focus on subjects I was working through. One of the longer early pieces was in 2002 and was not posted in the blog as it was very out of character. When I moved to my own blogging platform I not only set it up to have multiple categories / keywords, but to classify posts as blog posts, journal, or essay. This last classification was statements and short pieces, longer more personal pieces, and essays were longer. Over the time, most everything has been classified as a blog post, but fits my initial framing that these would be called essays.
The longer pieces were also trending to a more central theme that I was working around. The mixing of work and much more fun content was getting a lot of feedback from people reading that it should be separated. That more professional writing also seemed likely to benefit from comments, which were not coming back anytime soon here. At this point I used my TypePad account and pointed www.personalinfocloud.com to it. For quite a while I was cross posting, but that slowed down in 2008 or so.
This blog is continuing on. I have a lot of pent up content that fits well here. I really want to get back to posting things about what I am reading and have a means to capture and share other ideas out. The demarkation of what goes here and what goes over to the Personal InfoCloud blog is a little fuzzy. But, I am fairly sure I am not going to add comments back here on this blog. Watching other blogs the number and quality of blog comments have dwindled, drastically. There are few blogs that have great comment threads anymore, but far fewer than benefit from tools like Disqus that aggregate poor comments (most are not comments and not really relevant to the posts) from elsewhere around the web / internet.
Here is to another 2,000 posts! Perhaps (I didn’t plan 2,000 posts when this started and would have called anybody crazy should they have suggested such a little over 10 years ago).
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