Sean X2013-06-18T01:09:14-04:00Sean Xhttp://www.huffingtonpost.com/author/index.php?author=sean-xCopyright 2008, HuffingtonPost.com, Inc.HuffingtonPost Blogger Feed for Sean XGood old fashioned elbow grease.The Nexus 7 Tablet Will Failtag:www.huffingtonpost.com,2012:/theblog//3.16350132012-07-02T11:49:46-04:002012-09-01T05:12:12-04:00Sean Xhttp://www.huffingtonpost.com/sean-x/
Fail?! How could I say that? Google is by far one of the most shining success stories in the tech world. Isn't it? Alas yes, but it is only the back of a single product, and that product is not, nor will it ever be the Nexus 7. Let me explain. Google is, and always has been, a one product company. Everything, every product, idea, company purchased, free web tool, new shiny tablet or future thinking glasses is funded on the back of single huge revenue stream. AdWords. The vast majority of Google's revenue is derived from that product, and 96 percent of Google's total Revenue is from advertising.
Worse yet, is that the fundamental idea behind AdWords, their main profit engine, was not even theirs, it was Goto.com's (which turned into Overture, then bought by Yahoo... oh Yahoo, where great companies go to die. Alas, that is another Silicon Valley tragedy... but I digress.) Google has essentially never developed a product, with that brain trust, that diversifies their income in any substantive way. Apple has the Macbook, the iPhone and the App store. Microsoft has Windows, and the X-Box and Office. But Google? AdWords, and... lots of products that cost money, some that make some and some that make more, but all of which would fail if they had to stand on their own. When the vast majority of your revenue is single source it just puts your whole company at risk. Think Apple circa 1997. Google is not revenue diversified. Why?
They are fundamentally a market driven company, not a creative one. Market driven companies take existing products or ideas and make them the best products, the most efficient products, but they do not really understand need-states of consumers or how to develop the kind of products that revolutionize. AdWords (copied from Goto.com) Video (purchased YouTube) Nexus 7 (copied Kindle Fire... and iPad) Mobile Advertising (purchased AdMob) Display advertising system (purchased DoubleClick) Gmail, Android, Google Docs, G+ (given away because no one would use them if they charged for them.)
They are innovators, and damn good ones, the best, but they are not inventors. Why?
Creatives invent, and they fail, repeatedly. They implode, repeatedly. And in those failures they learn. There does not seem to be much learning at Google in the products that have failed, only an engineering reasoning hat it failed because it was buggy or that this feature didn't work. Or consumers didn't adopt it for this reason or the other. The way Google hires, and the types of people they hire, don't understand failure. There is no way for them to.
This is the group of over-achievers with the scores on each test that blew the curve in every class you took. But they never really skipped class just because it was a sunny day and decided to explore; there was no time to. This is not that group. This group never fails, ever. Their brains will think them out of any corner. And yet, they cannot think up a product people will pay for. They cannot develop another ad format people will embrace. For in the end they need more people at the company chasing butterflies, not cold fusion. For those butterfly chasers inspire, they find the beauty is simplicity, not complexity.
And guess what, they often have GPAs around 2.0, and Google will not even look at you, regardless of what school you went to. They equate college success to a GPA and equate that with brilliance, and yes it is, of a kind, but innovation and invention comes from the fringe, and the fringe plays, breaks rules, skips class. When you have an entire company of rule followers there is no dissent. True dissent that gets you fired, but inspires brilliance.
And this, in the end, will be their undoing. Worse yet is that they will probably be entirely confused at to why. For they do not fail. Larry Page and Sergey Brin understand this. They invented when they developed Google's search algorithm.
But what we have in Google is a company that develops some very well-engineered products and gives them out for free but has yet to find anything that actually makes them money, or that people will buy, besides ideas they took or bought from someone else. They develop extensions to those products that feed the main profit engine. But what if the unthinkable happens, and that engine, AdWords, falters? What if, as is becoming apparent in the mobile world, Search advertising becomes less relevant?
Search is still relevant, but it just does not monetize very well through mobile, and the formats go against the long tail ease that AdWords provided for small advertisers. The more mobile the society, the more we need a better mousetrap. Unfortunately for Google that mousetrap is the iPhone and the App Store.
One could even argue that by Google "buying" goodwill, developing products and giving them away for free, they are stifling competition throughout the Internet by killing the competitive profitability of entire groups of potential startups. They are hurting others from developing that next big thing.
They are, and always have been, a one trick pony. All that has to happen is one company with a better mousetrap to come along and their entire enterprise collapses. Game over.
It may not seem it but I love Google, I admire them. I enjoy their products. I just worry for our entire industry, because if someone comes around and does develop that better mousetrap, and Google falters, it could be catastrophic for the rest of the industry. Like it or hate it, for the time being, we are all tied to Google's fate.
Hopefully they will find that next big thing before that happens. There was a reason that Google created a super secret X Lab that is seeking that next big idea. Maybe they understood that their hiring practices were dulling them instead of sharpening their senses, and that was their most brilliant move yet.
Out of that lab came Google Glass. Ignore the Nexus 7. It will be a sideshow, and it will Fail or worse, get that huge initial hit of developers who want a cheap tablet that will sit there on a shelf... much like the Kindle Fire does for most.
Let's hope that Google fails a lot. They will become a much more diversified company if they allow themselves to.
Google's next big thing is not the Nexus 7, it will be the future of Google Glass and whether they can get it to work they way they want. It's a risk, but to win in this business you must take risks. The Nexus 7 is not a risk, it is a wonderfully calculated and justified move that I am sure has loads of spreadsheets, advisors, and consultants who have projected it is their nest move forward. Uh, yeah... we know how this story ends.
The future of Google is the Google X Lab. They will fail at a lot of things, and that, is what may save Google.]]>Social Media Is to Social Discovery, Like Porn Is to...tag:www.huffingtonpost.com,2012:/theblog//3.15750142012-06-07T17:46:12-04:002012-10-16T19:00:04-04:00Sean Xhttp://www.huffingtonpost.com/sean-x/The Glimpse Social Discovery Conference in San Francisco brought together an all day fest of experts in the Social Discovery space. Social Discovery is the new black, I guess, and that black is a better, one-more, one-louder version of social media; for it takes into account the core emotional benefit of Social, and that is "discovery," and how that makes us feel. Be it People Discovery, News Discovery, Location Discovery, Lifestyle and Entertainment Discovery, or even Investing in Discovery. At our core we are a people that just need to know what's in Pandora's box. The temptation to reach out, discover, uncover, is built into our DNA. It is why we seek out new life, and new civilizations, and boldly go to where no... blah blah blah. You get the point, however mired in bad references and the usage of Social as a noun.
Represented at Glimpse and speaking together onstage on the topic of People Discovery were those who have helped defined the space, and are trying to figure out their place in the ever expanding Social landscape.
PEOPLE DISCOVERY
Moderated by Jon Swartz - technology reporter, USA Today
There are many different, and other models of social interaction that all serve slightly different consumer need states. The first is called "real life," however, since none of you reading this actually have a real life, I am going to concentrate on your digital life. Is the pang of rejection any easier online than in real life? I do not honestly know; people don't want to be my friend in either place.
If Facebook is a class reunion, then Tagged is the event that you managed to score an invite to but don't know anyone yet. Alas the night is young, and you'll have plenty of opportunity. Unlike in the real world your social anxiety morphs into social discovery with Tagged. You just have to be willing to go up and talk to someone, and Tagged makes that easy, for if you do not, someone is likely to buy you as a pet.
"People have not cracked People Search yet the way Google cracked generic Search" Greg Tseng, CEO of Tagged, states. "But you have to understand that we [in the tech business] are time starved. Most people in the world are not. We design products for them."
In addition when asked about gamification: "We are all hard wired to respond to incentives, but gamification can cheapen a brand if used too forcefully. Gamification is best when used to facilitate social discovery, not replace it."
On Facebook if someone friends you that you don't know, they have overstepped their bounds, but on Tagged and MeetMe that is the purpose. It is not about people you know, it's not about people you want to date (although it can definitely probably help your cause,) it's about just reaching out and connecting. A virtual analogue to a bar or coffee shop. Yes, you can go there to try and find a date, but you may also want to play a game, meet a friend, or just watch people. It shrinks your world so you can let in different viewpoints, and experiences. Isn't that what social should be? Your Facebook "Friends" represent a very small slice of opinions, views an experiences on this planet. Why? Because we all tend to group with like minded people in the real world... and the result is that our Facebook friends are just a virtual representation of our prejudices, political beliefs, and small world thinking.
Tagged lets me experience a less sanitized view of the world... and I like that. If the real world is perplexed by the social anxiety of getting out and meeting new friends, Tagged is like a combination of Zoloft and Tums for that anxiety. On Tagged you do not have to take yourself too seriously, and you can just have fun interacting with people. Social Discovery should be fun, and Tagged understands that while also understanding the science of friendships and how we relate in the real world. Honestly, why aren't more people using Tagged? Well, if you didn't know, 70 million+ already are. That's a couple more zero's than you probably expected.
Geoff Cook from MeetMe illuminates that the dynamics of social interaction are defined by the site. When the purpose of the site is meeting new people, they do not churn out like a dating site which you would violate social norms if you were still active after dating. It is a much more natural interaction on Tagged and MeetMe, just in a digital form.
As for the other members on the stage I am on BranchOut but do not use it much. Like a Facebook sucker fish I filled out my BranchOut profile, entered my employment information, and voila! uh... I said voila! It has yet to grab me in a way that is sticky. Am I branching out to interact with the people I am connecting to? or do I just want to mine them for a possible job? Like Kuato from Total Recall BranchOut is kind of stuck to Facebook, and that is what has driven the growth of the site. But don't ignore their website; outside of Facebook BranchOut has an excellent product and I vastly prefer to use it over the Facebook-integrated app. When I really think about it it's a brilliant way to feed users by capitalizing on their Social Graph. LinkedIn may be king of the business end of social discovery but BranchOut is definitely a distant cousin.
For Allen Blue and LinkedIn, business is about meeting people and doing specific things, and hopefully forming longer term relationships so you can go do something together. But it is not about just meeting anyone. You have specific tasks you need assistance with. You do not just want to be a talker and have people listen to you, you need another talker to work out your issue with. And that he believes is where LinkedIn will be able to shine.
At our heart we are a people that explore; welcome to the ever evolving next wave of social.
Since publication Sean X has become an Advisor for Tagged which is mentioned in this article.]]>The Mobile Signature: 'Please excsue typoo's'tag:www.huffingtonpost.com,2012:/theblog//3.15014382012-05-09T12:23:42-04:002012-07-09T05:12:04-04:00Sean Xhttp://www.huffingtonpost.com/sean-x/NOTE This is an iPhone email. The iPhone keyboard is, to say the least, persnickety. Since I have neither the thumbs of a newborn, nor the texting prowess of a 13-year-old, please excuse the occasional spelling mistake.
And so reads my iPhone signature line. Why should this offend anyone? And what harm is it alerting someone of this possibility? Ah, therein lies the trap. There are those who, for lack of a better description, are "stuck." Stuck in old ways of thinking, old ways of communicating.
Their desire for absolute precision in spelling is often the product of their wish to separate, and position themselves as "better than." Even including such a statement at the end of your mobile emails can position you in the "other" category for them -- as if you are trying to excuse yourself for being lazy.
Proper business is conducted this way young man. Tsk... tsk shakes the index finger of your English teacher.
That strong desire for things to be a certain, unchanging way creates a sense of calm for some. The way we judge others often has to do with our ability to adapt to change, for those judgments and perceptions are just soft-coded by societal norms; what is 'expected.' Hmm... I wonder if this issue falls along political lines? Alas, I digress.
But if typos do not change the nature or context of the communication, then what is the harm? Is it still "proper" English? For in the end how does it serve us to judge the typo? If you have a more informal relationship, is it different than if you are reaching out for the first time? Yes. Why? External judgments. Over time, as respect is gained, judgments are reduced as the perceptive mental image of a person is more solidified in the recipient.
Many people have fear-states of what others think of them. I am not burdened with such fears, and because I have neither the thumbs of a newborn, nor the texting prowess of a teenager, I am placing speed and efficiency over absolute precision and my own ego.
My overall priority is to solve problems, make businesses more efficient and profitable, and protect their brands. And mobile devices were designed for expediency.
However, it is one thing to know that people object to anything but perfect spelling, even if it did not change the context, and another to change their behavior. That will not happen, so use one of these signature statements at the end of your emails with caution. For if you believe that your statement would offend people, and you would judge them for not hiring you, then it is you who is stuck in your own ego, manifesting as arrogance.
I am a communication purist, in that I believe the most important aspect of communication is understanding by the recipient, not precision in its delivery. However, you must ask yourself. How does a signature line serve me? It too is to provide communication. So be careful.
Why do so many people include such "typo prefaced" statements in their mobile signatures? Efficiency. Even the best mobile devices were not built for typing; they were designed for... well, not typing. We did not evolve with thumbs designed to type on 3-inch keyboards, so inevitably we have to make a choice. Do we spend onerous amounts of time correcting both the typos generated by our clumsy thumbs, and the spelling mistakes generated by predictive typing; or do we choose efficiency over precision?
For me, it is all about origination, and intent.
My solution, if it were available to me, would be to bifurcate my signature line on mobile devices -- different for replies, and for emails I originate. Those I originate do not have the disclosure, as I deem that communication to be more formal. However, due to the volume of email I receive I deem that if you contacted me, that expediency trumps precision. However, that solution is not available to me because in the myopic wisdom of email on an iPhone you can have but one signature. So I choose for that signature to communicate one thing.
A typo is not a spelling mistake; it is a typing mistake. That semantic point is important. I do care. I can spell. But seriously, would you rather have me communicate in a timely manner? or not at all?
Due to the significant difficulty some of us have with the small keyboards, I for one had a stroke and lost my fine motor control years ago, it is difficult and frustrating for us to type on them.
If I am on a mobile device, the time/benefit of the communication is skewed towards not fixing a typo. Mobile by its very nature is meant for speed and convenience, and thus to spend the onerous amount of time fixing spelling that does not make the communication more precise, defeats responding via mobile. It only serves my own ego, and subsequent fear-state of what people would think of me. As long as the spelling mistake does not change the context, I ignore it.... or at least I TRY to.
Whichever side you choose, it is a pre-emptive strike. You are informing your audience that yes, you do understand that there may be typos in your message, and that you can spell, but getting caught up in the "ego of communication" is how to completely paralyze a communication stream.
I choose communication and efficiency over ego and pride -- and so should you.]]>Top 11 Responses to 'Can We Have Your Facebook Password?' in an Interviewtag:www.huffingtonpost.com,2012:/theblog//3.13802932012-03-27T17:22:08-04:002012-05-27T05:12:02-04:00Sean Xhttp://www.huffingtonpost.com/sean-x/ employers asking potential interview candidates for their Facebook password. It is such a fundamental breach of privacy that I almost become apoplectic when I think about it. Unfortunately people applying for jobs are not in power positions, and often feel pressured to comply. As seductive as the potential job may be, do not be seduced.
However, until that bill is passed, when someone asks in an interview "Can we have your Facebook password?" here are 11 responses you can use.
Top 11 Responses to "Can we have your Facebook Password?" in an interview.
"I just want one small thing in return, is that ok? Your soul. Would that be cool? I mean, it wouldn't be that hard for you to part with considering you barely have much of one anyway, but I've always wanted to know what it would be like to try one on like that. I just want to carry it around in my pocket in case I run into a situation where I need to do something in total violation of everything I believe in."
"Unfortunately my internet is broken today so I can't." You have to figure that anyone who asks that question is both ignorant of online privacy issues and technically incompetent, so they would probably believe you.
Get up from your seat, get down on the floor and start rolling around laughing, and say "Let's play charades! Guess what acronym I am?"
"Unfortunately no, but how about I give you a sex tape I made? Would that do? It's a bit less revealing but would probably do the trick for you not to hire me."
"Yes. It's f-R-A-K-u-U-I-G-N-R-N-T-A-S-S , and don't forget that the 'f-u' is lowercase."
"Nah, but you can have my Google+ password. Nothing offensive there. Come to think of it, there's nothing really there at all."
"Well, I totally would, seriously, but ya know, Facebook won't let me. I am sooo sorry, but according to their Terms of Service, Section 4.8... 'You will not share your password, (or in the case of developers, your secret key), let anyone else access your account, or do anything else that might jeopardize the security of your account.'"
"This is awesome! Whew!" and when they then look confused continue "Oh, I was just relieved because I just figured out that this company doesn't do drug testing... because you must be frakking high."
"Absolutely! If you offer me a job right now, with a two-year contract, I will happily give it to you."
"Sure. If you provide me with the names of your ex-boyfriends or girlfriends over the last ten years so I can call them and ask them about your sexual appetites I will happily provide it to you. I'm sure you must be very active on fetlife.com because that was some kinky question. Sick even. You dirty little thing." And then sit there and smile.
"Since I am recording this conversation, how about I leak this recording online with you asking that question? Tag it with your name and #privacynazi, feed it to all of the social networks, and because I actually know what I am doing in this business it will go viral... Your question indicates a lack of understanding of the issues surrounding online privacy, and it concerns me that you would be in a position to hire someone who does what I do. So, what I will do is walk out of this office, right now, with that recording, and you can wonder what will happen to it. And that should have you reflect on asking a question so fundamentally ignorant, offensive... and probably illegal. So while you worry if it will ever come out and how it could affect your ability to get any job ever again, maybe it is time to educate yourself on online privacy issues."
]]>How to Teach a Client About Pinterest... and Help Yourself While Doing Ittag:www.huffingtonpost.com,2012:/theblog//3.13318362012-03-08T11:24:23-05:002012-05-08T05:12:02-04:00Sean Xhttp://www.huffingtonpost.com/sean-x/Pinterest is a bit hard to "get." It's fairly easy to define the concept, "scrapbooking with high viral potential," however many people, including many of my clients, struggle to figure out if it has any worth to them.
Instead of just telling them about it, which loses some of the impact of what Pinterest actually is or can do, I decided to make a tangible example for them to see how someone like me could engage with it, and therefore spur ideation with them as to how they could use it. I have always found that "show" works better than "tell."
For those who do not know, Pinterest is a visual curating site. If you are on the Internet and see images that you just like, you can "Pin" them to a "Board" you create on Pinterest. Say you love cars, you can keep a record of car pictures you like in a place you can always go back to. And... other people can follow your love of cars that way.
For individuals, the uses are easy to understand. It's basically a place for you to keep track of stuff you like that you see online. But brands? The key here, that I continually drill into my clients' heads... with any marketing technique, think WHY would someone engage with me this way? And the answer is always the same... because I am providing them value.
Now to my example. What would be my reason to use Pinterest? What does "success" look like for me? Simple enough: work -- whether it is a client who hires me temporarily to work on marketing strategy, or I am presented with an exceptional opportunity as a full-time employee.
There are three essential components to consider.
What would be of value to my clients that is visual online?
What is my value to my clients?
How can I connect what is valuable to my client to what is valuable to me?
What do I do for clients? What is my value to them?
a. I take vast amounts of experiential knowledge and information about what works in marketing, and I simplify it so that they can understand the implications for their brand.
b. I use that knowledge to strategically develop ideas that will resonate with their consumers based on what will work, and my knowledge of what is the best combination of mediums to use.
What would be a value to my clients that is visual online?
I could not figure out anything that I could offer that could be analogous to "b," for that is a creative process, however in thinking more about "a," I came up with "infographics about digital marketing." Infographics provide my clients with valuable information. I often cite them or use them in person to illustrate concepts or tools my clients are having problems with. What they do very well is take vast amounts of information and distill it into something understandable which is what I do in "a."
How can I connect what is valuable to my client to what is valuable to me?
Step 2: Sell Me
I put up a Pinterest "Resume" board... so that as people start to follow my Board on Digital Marketing Infographics, they will be exposed to my other Board "Sean X - Digital Unicorn."
TRICK 1: The trick in creating your destination Board (that you want to drive people to from another Board you are already using) is to have a catchy name for it. I mean seriously how can you not look at something called Digital Unicorn?
So there you have it, a simple process for figuring out how to show your client how you can use something like Pinterest to drive their business or brand.
TIPS for creating a Resume Board on Pinterest.
For those who are interested in how to create a résumé board on Pinterest, follow these steps. I found this out through much trial and error as top what would work well. Feel free to experiment and add any good tips in the comments.
The size of the image you should upload works well at 660 x 900 pixels because when someone clicks on your image on Pinterest they can read text in the preview
I used Adobe InDesign and created a 5.5 inch by 7.5 inch template
The Font I used is Myriad Pro at 9pt on the main pages, and 13pt with a 22pt header on the first Hire Me page.
Include something visual on each page, an icon, etc... a Wordle helps bring boring static text alive. Remember, your goal is to get people to read and connect with you.
To create the individual graphics in InDesign: Export >> Format JPEG >> Resolution: 120ppi, Quality: High, AntiAlias
Import the images into Pinterest one at a time in reverse order you want them to be viewed if someone goes to your Board. You cannot change the order of images.
Have a good description on each image as people can use the Search function on Pinterest to search.
This Step I still need to complete... Link each page to something relevant online. For example, my Resume pages will download a Word or PDF copy of my résumé when clicked. Portfolio pages will go to those brands online. I have even thought of having the first page of my Board go to an eBay auction of "me." The trick here is to be creative with the links...
]]>What Does Love Mean to Brands?tag:www.huffingtonpost.com,2012:/theblog//3.13000042012-02-24T15:32:28-05:002012-04-25T05:12:01-04:00Sean Xhttp://www.huffingtonpost.com/sean-x/Love. Often people give presentations about "brand" love and cite companies like Apple, or Starbucks, or Virgin. Guess what? No other brand is Apple, or Starbucks, or Virgin; and you cannot just go out and copy those brands. If I stood in front of you and presented a case study about Apple it would demonstrate the "concept" of brand Love. What it would not do however, is help you. Many in the audience would silently mutter to themselves about all the failings of their brand. "OUR brand is not Apple," you'd think to yourself "and never will be." And I am here to tell you that you are 100 percent correct. Showing you case studies of brands that people Love is a waste of your time. For "Love" is not the reason, it is the result.
You cannot learn from looking at results, you have to understand the reasons for success.
And the reason is Devotion. Devotion, not Love is what you are after. Let me talk about Craftsman. I worked on Craftsman. What made Craftsman great is the devotion of those who used it. It has heritage. Craftsman made a better product, and then guaranteed it for life. FOR LIFE. Although they no longer offer that on all their products, an entire generation grew up with that promise. Kids remember working with their dads with Craftsman tools -- and that cemented memories about Craftsman that were positive for an entire generation. Unfortunately the Sears brand, which was the only place you could get Craftsman, no longer has that impact on me. Why not? YOU, your brand, wants to be Craftsman, not Sears. When you have devotion, do not take it for granted. Invest in it. Invest in devotion.
Devotion is the reason, Love is the result. Devotion, not Love is what you are after.
And we are devoted to the strangest things. That is the effect you wish to evoke in people. Devotion is less abstract. Devotion requires an experience with your product and brand; and that experience MUST surprise and delight. Devotion is what Craftsman had because the experience of all those kids with all those fathers.
It was the devotion Sears USED to have, back when they produced the Wish Book. In 1993, Sears discontinued publishing their big-book catalogs in the United States and the Wish Book noticeably started to diminish in size. By 2005, Sears had completely abandoned anything resembling the original Wish Book. It was that book, before its decline, that was our Internet during the holiday season, and unfortunately it never will be again. Even though they started producing something called a Wish Book in 2007, it is a paltry substitute, and more importantly, the market, the way we all consumed information, had changed. And with it went one of Sears's primary methods of drawing us in each year and connecting their brand with us in a deep and emotional way.
Slowly Sears became just another store as a generation slowly lost those magic moments of connection. A juggernaut store to be sure, but something was missing. I would guess that most emotional branding moments, those that stick with us, happen outside the purview of a brand. They are ephemeral but create that perfect memory for us that cements that brand in our psyche. What they are not is advertising campaigns or discounts on products. They are... experiential.
Imagine for a moment... imagine your first car. What did it mean to you? Was it a little rusty, maybe a little dented and beat up, or maybe it was something fresh off the lot. Regardless, did you name it? Is it not an it, but a her? Remember a time when it broke down on you? Did you get angry at it, and them forgive it? Did you take it through a car wash and KNEW that it ran better? Did you talk to it a little while cleaning it? What you want your brand to be is your first car. You loved it, you hated it, but you were devoted to it. You may have a nicer car now, it never doesn't start, it warns you if you are low on gas, it even speaks to you, but it often just doesn't have that same personality as your first car.
When people mention "brand love" and talk of Apple or Virgin or Starbucks... ignore them. You, your brand, does not have to be the best, or the shiniest, or the most expensive. But it has to make a connection with the person so that they can have an experience with it. That is what will engender devotion.
Stop trying to get people to love your brand and start acting like a brand that deserves their devotion.]]>
