Attention as a Currency and Noise

February 16, 2010 · View Comments

noise

I’m not sold on Google Buzz. It’s very noisy. Heck, if you’re following me there, you’re probably wondering what it’s about. It reminds me of Friendfeed, with the conversations looping under every piece of information. It’s also a lot like Facebook, in that sort of “wall post, comment” dance kind of way. I’ll probably come to tell you why I love it in some future post, or maybe I won’t. I never liked FriendFeed, though Robert Scoble always raved about it. Now, not all noise is bad, but allowing yourself to be buried in it isn’t very helpful.

I am thinking of attention as currency, and am going to recommend that you set a budget.

Attention as a Currency

Part of what Julien and I wrote about in Trust Agents is that attention and reputation and trust are all currencies that aren’t as easily swapped out. You can pay for attention, at least for a little bit. Advertisements are a purchase of your attention. You can’t exactly pay for reputation, though you can buy the trappings of reputation quite easily. And you can’t buy trust. But things like Google Buzz are about attention, and that’s kind of the baseline currency for the higher-level instruments of reputation and trust.

Attention is worth something to me. Your attention is very important to me. (And when I say “me,” replace this with your company name, and you’ll see what I’m driving towards.) Being responsive and attentive in two directions is very important to me.

How You Use Attention Decides a Lot

I have many projects on my plate right now. Too many. I have things I’ve promised friends that need my attention. I have client obligations for New Marketing Labs. I have new friends that I want to explore and get to know. I have lots of places where I can spend my attention.

But attention is finite.

With that in mind, it becomes a matter of budgeting and management. How much one-on-one can I invest, because that’s where the real value of social media kicks in. How can I get more information to more people in a one-to-many format, because that’s my only hope at scaling. This is what we have to ask ourselves daily.

How NOT to Get Sucked Into Buzz/Twitter/Facebook

Ask yourself this question CONSTANTLY: where can I add the most value to what matters most to me and the people who care about me?

I love spending time on Twitter and getting to know people. I do a few hours a day inside Twitter, but for every bit of time I spend just talking back and forth with people to prove I’m human and that I care, I’m also collecting information for work, for clients, for story ideas, and more. When I feel like I’m just chatting for chatting sake, I ask myself, “where can I add the most value to what matters most to me and the people who care about me?” The answer is rarely, “by chatting about plane delays.”

If that doesn’t work, use a timer. I have a very simple egg timer software application for my Mac. I set it often. Want the real one? Go to a kitchen store (do they have those any more?) and buy a green pepper egg timer or a cat-shaped one. Whatever. Simple, and yet it works. Allot yourself time.

Budget. Set an attention budget.

Spending Some of Your Attention

My current favorite tool on the web is Google Wave. Wave is like Google Buzz’s stuffier older brother. When used right, it can be a place to share collaboratively around projects. Julien and I are writing the paperback version of Trust Agents with the help of Wave. I’m planning my next business with Wave.

Why? Because it’s where I’m getting value for my time.

I spend my attention on my blog. Why? Because it’s what matters most in helping others and building my community.

I spend my attention on my book writing. Why? Because it’s going to help me grow new community members and find people who aren’t already in the circle.

See where I’m going?

Set Up a Real Attention Budget

What if you did something as simple as take a spreadsheet and put in the top 3-5 things you wanted to spend time on in a day? Just list them out. Put the first thing first (Thank you, Dr. Stephen R. Covey). And so on. Now, what if you made that a sticky note? What if you made that your desktop background? What if you followed your own attention budget?

What would you be able to accomplish then?

And what does your attention budget look like? Want to share?

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  • Agree. There are times I have found that I wasted too much time on the internet after starting some task and being constantly distracted. With the growth of so many social networking website like: Facebook, Twitter, and Linkedin it is harder than ever to try and distinguish between online networking and ‘not-working’...
  • I think we also need to consider our off-line consumption habits when setting our attention budget. Let's not forget that as people and marketers we're competing for time there, too. If we spend 1 hour on Twitter, that's an hour that we're not reading a book, watching a show on TV or having lunch with friends. Prioritizing our attention should extend outside our online habits and into our 'away-from-computer' lives as well, if for nothing other than a little balance. Thanks for the great perspective on determining this based on what we deem to be most valuable to us and our communities.
    http://www.yuregininsesi.com
  • This looks like a LED Lights and LED Video Wall ? is it ?
  • This is consequently handy. It is going to the issue we discussed before about cash period pertaining to advertising and marketing. Attention together with intention gives us one of the best occasion to be joyful with our web 2 . 0 time frame. Also i value this kind of since us creatives have more complaints about attention as compared with people, we are without difficulty tempted with the sparkly objects stalking while in the web 2 . 0 space. A little dosage of discipline moves quite a distance.
  • Well, it's gald to read your post, but I wouldn't understand your meaning well. Thanks all the same.
  • kiroshimasylvia
    I appreciate the concern which is been rose. The things need to be sorted out because it is about the individual but it can be with everyone. I like this particular article It gives me an additional input on the information around the world Thanks a lot and keep going with posting such information.
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  • Social Networking and tools like Facebook, Twitter and Google Buzz / Wave can be really useful if they are used correctly and they can help business to connect much better with their customers. However if used in the "wrong" way they can be a big waste of time and can hurt customer relationsships.
  • You gals do that so well! Your site is always an encouraging place.
  • I agree. Many times have I found that I wasted hours on the internet after starting some task and being constantly distracted. With the growth of Facebook, Twitter, and Linkedin it is harder than ever to try and distinguish between online networking and ‘not-working’
  • That's a very good piece of information that I have come across over here. I have read a couple of you posts and I must say that this is one of the most useful ones. The perspective that you have shown in this article is one that many people knowingly have dismissed of its occurrence.
  • The best way to ensure that you maximize your productive time while also garnering the most attention, is to focus on those activities that you know through which you can add "the most value to what matters most to me and the people who care about me."
  • I'm not hooked on Google Buzz yet.....

    Like you, I might also change my mind. Its like something you wrote a while ago talking about LinkedIn and how many of these tools do we need to have and devote time to? I spend a lot of time on Twitter and less time on Facebook but I feel I don't have the time for LinkedIn and certainly don't have the time to put into Buzz.
  • I think we also need to consider our off-line consumption habits when setting our attention budget. Let's not forget that as people and marketers we're competing for time there, too. If we spend 1 hour on Twitter, that's an hour that we're not reading a book, watching a show on TV or having lunch with friends. Prioritizing our attention should extend outside our online habits and into our 'away-from-computer' lives as well, if for nothing other than a little balance. Thanks for the great perspective on determining this based on what we deem to be most valuable to us and our communities.
  • Totally true, Rach. I hadn't put that into this post, but you're right.
  • Thanks for this great article! The idea of attention as currency actually has me thinking not just about my own attention-- which can benefit from some egg timering, for sure-- but also because I work with nonprofits, and many don't immediately understand that just because you put up a fan page on Facebook the money will not come rolling in the next day... or week.... or month. It is an investment in gaining the attention and interest of people who will enlarge your potential donor pool. SO-- thinking of it as asking for a donation of attention, rather than a donation of cash? Love it. That is intriguing and puts a new spin on saying that as a nonprofit you have to be donor-centric in your social media-- have watch-worthy, read-worthy stuff for busy potential donors to want to spend some precious attention on.

    Thanks again, this was thought-provoking and great!
  • Glad it worked for you, Jen. Thank you. : )
  • I love spending time on Twitter and getting to know people. I do a few hours a day inside Twitter, but for every bit of time I spend just talking back and forth with people to prove I’m human and that I care, I’m also collecting information for work, for clients, for story ideas, and more. When I feel like I’m just chatting for chatting sake, I ask myself, “where can I add the most value to what matters most to me and the people who care about me?” The answer is rarely, “by chatting about plane delays.”If that doesn’t work, use a timer. I have a very simple egg timer software application for my Mac. I set it often. Want the real one? Go to a kitchen store (do they have those any more?) and buy a green pepper egg timer or a cat-shaped one. Whatever. Simple, and yet it works. Allot yourself time.
  • TaylorEllwood
    I budget my attention equally between in person and social networking, as well as ongoing projects such as finishing up my book on social media.
  • ricklamie
    Nice work here Chris. I'm teaching a session tomorrow morning in a Duct Tape Marketing Social Media Pro workshop I'm leading in Austin. This will be a topic of our discussion. Shades of GTD here too... Getting Things Done.
  • Hope it goes well, Rick. I love the Duct Tape Marketing products. : )
  • And they love you!
  • jackp
    2 thumbs up on the egg timer.

    Thanks, Chris.
  • I have the ultimate "egg timer" -- it's in the shape of a hardball baseball (white with red-stitching). It reminds me I need to play hardball with my time, since it's my most precious commodity.

    I wonder how many of us actually calendar time to "be nice" to people (engaging on Twitter, blog posts, etc.) or do most of us just "squeeze it in." I'm admittedly in the latter camp.

    I'm going to start experimenting with blocking actual space on my calendar for being friendly and nice. I already am nice to people (hoping most of my colleagues would agree), but this will shift the perspective and give me permission to do more of it. Hmmm... I wonder if that means I'm now getting paid to be nice. :)
  • It's a great question, Susan. I'm not sure. I think I do a bit of both. Sometimes time is an obligation. Other times, it's doing the right thing. I'd love more time to do the right thing.
  • Chris,

    The thing I like the most about this post is that it really underscores that you can be as successful as you want to be, if you use your time right. Too often people are getting caught up in the constant banter back and fourth and then wonder why they're not as successful as they feel they are owed.

    Really, all we are online are pictures and text, so what text you put out next to that picture is vitally important because you're building the value of the picture next to it. How you filter your information directly effects the information you put out, so it's important not to get lost in a bunch of useless information also.
  • Damned straight, Tommy. You've got to factor all your time and that will determine what you get out of it.
  • Marla
    Thank you, Chris. You must have been reading my mind. It's so easy for me to get sucked into Twitter--and before I know it, my afternoon is gone. I love the idea of a timer, so simple, yet so effective. I also like the spreadsheet idea.
  • You don't get it... its ok no one does. The beauty of Google buzz is the sharing of content via Google reader. Everyone is using the tool hoping for twitter meets Facebook but that's not the tool. Buzz is useless if you don't use Google reader as it stands.

    For the record I have never seen more amazing content in my RSS feed because Im getting the best of what everyone else sees. The network will not kill Facebook or Twitter because it isn't meant to... yet. The network will put personality to SEO and change the game making content even more important to websites. I hope this makes sense... but its all about RSS and SEO!

    That said I think people are craving more than what they are getting. I fully expect buzz to become a full fledged social network with conversational keys and noise filters.

    Sorry this isnt about time management but buzz isnt actually creating noise for me... its taking some away!

    on Twitter @mhandy1
  • I'm a Google Reader guy. I share it all the time. I just use it on Twitter instead, via @broganmedia.
  • danielsouza
    There's a great book about this subject: Attention Economy, by Davenport/Beck.
  • It's a goodie, I agree. : )
  • danielsouza
    Chris,

    There's an incredible book about this matter: Attention Economy, by Davenport/Beck.
  • jannation
    Brilliant concept, really! Thanks for putting what I was feeling into words. I'm off to buy me an egg timer! :-)
  • jannation
    Brilliant concept, really. Thanks for putting how I was feeling into words. And I'm buying me an egg timer! :-)
  • Chris,

    Really interesting reading this and your previous post regarding customizing back-to-back. First, because of the way I've separated my soc. media personas and because I'm in a job search, I get more usage out of Twitter right now. Much easier way to keep track of business contacts, who let me know when openings arise at their firm/agency. I check my Facebook about only once per week, as that are my friends/family. So that's all I need to check-in and get value.


    But I can tie this post into the previous custom post. I do think that customizing is the way to go. It reveals personality that templates just can't do. However, I find myself using the templates these days for two reasons: 1) I'm not overly technical. So investing my time in learning HTML or CSS, etc. just isn't in the cards right now; and 2) because of my layoff, I don't have the $$ to pay someone who can do those things.

    Just a some thoughts.
  • You have an uncanny knack, sir, for addressing my current issues of the moment. I've been spinning my wheels for several months, overwhelmed by the volume of ideas on my projects list. Last week, I made an abbreviated list of focus points for my daily attention. http://twitpic.com/13s29r I'm still not hitting everything, but I'm doing better.
  • You're a smart guy, Tim. That's the thing. You have lots of energy and juice and vigor, and you see the next wave of stuff coming, but it gets tricky, the whole deciding what to do with it all part. But you're finding your ways.
  • Exactly, Chris. You have to budget for any signal you send, not matter the currency. And if you can't afford it, then redirect your resources.

    I love that you and I are on the same path.
  • You're way further ahead and much smarter at it. I'm just doing what I can to keep up. : )
  • Chris, as Thom Singer mentioned in his comment below, "noise" on social media is a huge deterrent to engagement. The fear of that great "sucking sound" of social media time overwhelm is what keeps many people from using it.

    Having a strategy is the best defense...and understanding that social media, especially Twitter, is, as you've said, the "informational pulse" makes Twitter a strategic imperative for anyone who wants to/needs to have a finger on that pulse.

    My colleagues @SusanWhitcomb, @Chandlee and I (@CEOCoach) have written a book on using Twitter for job search, and one of the things we emphasize is that, with a clear plan, you can cut through the noise, to the pulse. You can build a vibrant network, research companies/jobs, and be a branded and valuable entity on Twitter in just 15 minutes a day. Sure you can take more time, but we've found that "15 minutes a day" makes the idea of getting on Twitter and cutting through the noise a lot less intimidating for many people!

    Thanks for always giving us something to think about, act upon, innovate around, and look forward to on your blog. It's one of my few "must reads" every day.
  • Glad to be part of the story, Deb. : )
  • Let me throw out an idea...what if Buzz is a precursor to Wave integration. Maybe this is just a way for Google to dip their toes into leveraging Gmail for other projects.

    So far I'm seeing much more engagement in Buzz than I would have expected.
  • Ah, but is engagement everything? And hi to you.
  • jimedward
    I'm a big fan of GTD to keep my brain from exploding from all of the NOISE. Daily review of my Purpose, Vision & Goals keeps me focused despite the ADD (thus reviewing daily) my Responsibilities, Projects and Action Steps are all processes towards a worthy cause after that.

    Does that mean I never spend more of my Attention Budget than I should? Of course not... that's why I give myself an allowance. Call it a reward for mental labor.
  • It's a great reward system, Jim. : )
  • Thanks!, I needed that advice right now - been frustrated for months about lack of time for "all the stuff" I really long to spend time on. Gonna prioritize and select a few chosen activities, then act on those and watch the blossoms grow :-)
  • Love the idea of the timer - I use one a lot when I do training programs to help keep the class and me on time. If I give a 15-minute break, the timer goes off and we begin in 15 minutes - it's not me chasing down participants - it's the non-personal timer at the front of the room that they can check themselves to manage their own time. By the second or third time we use it, they are conditioned to expect it and most classes become very good at managing their own time. (And yes, the timer applies to me, too - if I expect them to mind the time, I hold myself to the same standard and never teach beyond the stated end time).

    I also use a timer for my productivity, especially when there is something difficult I have to do; I'll tell myself that I only have to work on it for 15 minutes and then I can do something else. Usually when the timer goes off, I'm enough into the material that I'll reset it for another 15 and keep working.

    I probably don't use it a often as I should - thanks for the reminder that it can help me not lose my day to non-value add activities.

    BTW, I use a regular battery-operated kitchen timer (OXO brand - no, I'm not an affiliate) and a few other backups in case that one dies. A good low-tech timer is hard to find.
  • Being one of the very few students at my college that uses Twitter and Facebook to the max many see anything I do as noise. I will admit when I first started Twitter and I think when anyone starts Twitter it is very easy to either be 'worthless' or making so much noise.

    Since having a blog the most popular noise to create on Twitter and Facebook is by just posting links to your blog. But, why should people follow you if all you do is send out links. They instead could just subscribe to your blog via RSS or email.

    You need to be inspirational and have personal conversations with people (especially on Twitter, because Facebook creates and environment where that is stressed). So, I see it as this... If you are creating to much noise you are going to create attention, but this attention is the kind that will not give you 'currency'.
  • You know you're the exception, right?
  • Sarah-Jane Dalby
    Great article. I suffer from wondering eyes, so the last thing I do each day, is write my to-do list for the next day. I choose the top three things with the highest priority, I allocate a time to complete each, then give them a time-slot. I also allocate a time-slot to check email twice a day, and social networking for an hour twice a day. This 'perfect plan' doesn't always eventuate, but one some precious, productive days it does! I also find that the shorter, more immediate deadline I set for anything, the faster and better I produce it - weird phenomenon - I think the ideas have less time to get stuck and mixed up and ultimately dilute!? Thanks Chris!
    PS: I use a great website called EggTimer, you just add the time in minutes after the URL and you're away! http://e.ggtimer.com/
  • Noise! Chris, I don't see how you even make it through the comments on your blog. Do you have an assistant? I've got a feeling Buzz might be a component of a social system.... and as that, makes a lot of sense. But right now, our social media is still pretty fractured. If the Google social media SYSTEM takes off, its really going to make sense.
  • I don't have an assistant to comment, because that would be weird. I do have an assistant to help manage my inbox and contacts.
  • Almost seems like google is getting a little ahead of itself. Wave and then Buzz, with not a lot of time for people to figure out how to put them together.
  • Just about 11 hours ago I read your post, as prompted by your Tweet. I took your advice and tried to budget my attention. As a small business owner, I had to also deal with errands. I, too, am involved with a number of client projects; however, today I had to be distracted by a bug that is impacting a client's site when it is being viewed in IE6 (go figure). Test, Test, now need to contact 3rd party software vendor to report a bug in their code. (60 minutes+ lost from my well planned day). Blogger FTP upgrade or downgrade, actually soon to be demolished by Blogger is now taking center stage in my well planned quarter. Thankfully Rick Klau announced a reprieve until May 1. Is Twitter distracting and does it suck air from my day...yes, but more because of what it does not do in a timely manner. Take care of bugs. Certain links coming in to Twitter from PING.fm have been bad for six weeks. Still not fixed. Clients not happy. So when I stop by in "constructive distraction mode" I read your Tweets, go to some of your links and try to learn for our clients and myself. By the way, when I went to the grocery store today, no old fashion egg times to be found. Thanks for listening.
  • It's tricky work, Judy. I don't know what we're all going to do as things move deeper and deeper.
  • Chris -

    Would you say that an "attention budget" is the same as the good old to-do list many of us use?

    Cheers,
    Marco
  • No. Because a to-do list is spawned by what needs doing in a day, not what matters. HUGE gap. : )
  • Chris that's a good idea to dig into, setting a budget. I've found my mind and activities tend to work like the lines of stock market over time. I have a general trend and focus of where my activities are, with brief dashes away to other activities interspersed, but ultimately returning to the prime activity. It in a way helps me keep sane, freeing up my mind when I'm perhaps less then productive focusing on one main activity for too long.

    As for Google Buzz, I have a wait and see attitude at this point. I've not had the privacy issues people are frothing over, and at the same time, my gmail account is very much secondary for me, and retrieved within Apple's Mail program. So going to Google Buzz is out of my way, and therefore, not a place I'm finding myself going often.
  • Great post Chris. I started mapping out my day about 3 months ago. On the days when I follow it, I get so much more done than on the days I ignore it. It may sound old school but when I print it out and have it staring me in the face, I can't ignore it.
  • greeblemonkey
    I have been complaining loudly about Google Buzz. It's noisy, it's interface is terrible (Google = awesome tech and ideas, terrible interface and integration) and the privacy whoops in the beginning really tripped me out.
  • Yep. I'm just not really there yet.
  • Chris, you know something, I wonder what master google is up with this buzz thingy? Maybe twitter and facebook are becoming too big. In any case, it is best to focus on where you will add the most value. For me it facebook at the moment.
  • I'm with you on focusing on where people are.
  • Al
    If only the submitter got "charged" for that attention they are reqesting when they leave a Tweet orFB posting or spam email. The impact would be instantaneous...
  • Super true. We've said that for years about email.

    Reminds me of Chris Rock talking about gun violence. He said guns should be free and bullets should cost $500. So you'd really think about whether or not to kill someone.
  • Shouldn't the Hanes execs be reading this post. This is a great way for businesses trying to find wyts to maximize ROI in social media to approach it. I think that attention is currency and if you can get people to spend that kind of currency over and over they will end up spending the green, paper kind on whatever you are selling.
  • Who says they're not? : )
  • I have a little label on my computer riser that says "Focus" and it often gets covered with to-do lists.

    I use Facebook to connect with my peeps and Twitter as an info feed. The most effective thing that I do, in terms of books sales, is my newsletters.

    Thanks Chris, for a crystal clear blog post!

    Marilyn
  • Happy to help, Marilyn. That's what I'm here for: getting labels back to their shiny rightness.
  • Chris

    Attention - everyone wants it and everyone wants each other's. While we are seeking attention from people we forget what they are giving up or pushing aside to give us their attention. Social media goes against the traditional ad agency principles of accounting for your time as we "have" to be here, there and everywhere or we disappoint and tend not to keep track of it. Technology plays a role here as there was a 2 yr gap between LI-FB-Twitter but now we have one after another what seems like every 30-60 days. The information overload and the feeling of needing to be a part of the next best thing has us running in circles and never really getting all that much accomplished. We've become a over stimulated social media community that none of the tools ever really gets our full attention. We go in, do what he have to while thinking where we are going next.

    Timers are great as that brings us back down to a model of being accountable for your time. Keep a sheet near by and write down I was on twitter x minutes this time, here for x min and at the end of the day when you realize the time spent in places where you had no impact or did not provide value to people you care about you will make changes. Value can be reaching out to a friend that is buried in work and offering to lend a hand - things like that we tend to miss as someone else is pulling our arm needing our attention.
  • You're totally and utterly right about the attention trade. Hmmm. Sounds like another post. Hey, when are you relaunching the blog?

    You're right about timers. They're the simple things that make a difference.
  • Chris

    Thank you for asking. I have the site up and the blog is all migrated over. I do need to create a few more pages for the agency side of the site but that will be up by the end of the week. Working on a new series (written blogs and videos) that I will be launching this weekend that is a start for beginners that encompasses advertising and social media marketing but goes up to the intermediate level as I think intermediates are under served.
  • Interesting Chris. I don't see many talking about this stuff from a time/value/currency perspective. From our retail online biz account, @DreamWorthy, the chatting we do and the relationships we build have a correlation to the traffic & conversions from Twitter (one of our top traffic sources, to this day), but we are still trying to figure out the balance and the secret sauce. Too many "marketing tweets" and people unfollowed (though not many, honestly). Too much chatting only, and we spend endless hours with no ROI. I will say that the time we have spent supporting others, their causes, their blogs, and their businesses (even when they are a competing business), and our "Pay It Forward" philosophy, has probably yielded the most relationship capital and best results for our business as well. Fortunately, that's not a tactic we employ, it's just who we are. But it certainly could translate into a strategic marketing approach.

    Anyway, not sure this adds much value to the discussion (and says nothing about Wave or Buzz - only have a toe in the water there so far), but hopefully addresses the topic somewhat.

    Stay the course... always a pleasure.

    Mike Kunkle
    http://www.DreamWorthyGifts.com
    http://twitter.com/DreamWorthy
  • Mike- that's exactly the heart of the problem. It's like that old quote: 1/2 of the money I spend on advertising is wasted; I just don't know which half.
  • Hi Chris - I've just finished reading Trust Agents and really enjoyed it.

    This idea of an Attention Budget is key.

    Being a freelance musician, I need to guard my attention carefully! It's important to me to connect - but I am also making a concerted effort to do the most important thing, the thing that will have the most positive effect on my music and career, first thing in the day.

    Thanks for the reminder!
  • marybethbarnett
    Excellent call-to-action! The background of my monitor's screen is now "My Attention Budget" items.

    I'm a first-time poster, but longtime lurker of your blog ;)

    http://www.maryelizabethbarnett.com/2010/02/my-...
  • Hooray! I knew we could smoke you out if I tried enough. : )
  • Those "conversations looping under every piece of information" are telling you where the attention is. I think that's a big part of the reason Robert Scoble loved FriendFeed. If your business runs on attention currency, that's exactly the kind of UI you want. I still enjoy FriendFeed. It's a party where interesting people are easy to find.
  • wendikelly
    Since you began posting on Buzz, I have been able to follow your many projects and the things you post in one easy place. That is convenient for your fans. I am saving time. I can quickly scan down, decide if something someone posts is of interest or not.I don't feel compelled to read every little drop or comment on everything.It is a nice one stop shop for incoming info though. Like scanning headlines.

    I'm willing to give it more time. I'm not sure yet how I feel.
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