Brad Johnson is an author and blogger who helps writers discover their niche, build successful habits, and quit their 9-5. His books include Ignite Your Beacon, Writing Clout and Tomes Of A Healing Heart. For strategic content and practical tips on how to become a full-time writer, visit: BradleyJohnsonProductions.com.
Editor’s note: We all make blogging mistakes. Even editors of blogs like WritetoDone occasionally mess up! Often this is because we forget to KISS. KISS stands for ‘Keep It Simple, Stupid’. It’s not meant to be derogatory, as the first article in the series explains. Instead, it’s meant to be a way to check if […]
I often get asked about the art and science of building a healthy and growing social media community and today I’d like to introduce an unusual concept — the surprising math behind building your online tribe.
Here’s an example to illustrate the lesson for today …
Let’s say you’re having wonderful success building a growing social media community, whether that means a blog, YouTube channel, or Facebook Group. You’re creating a safe and meaningful environment, adding unique value, and engaging with an active audience.
For argument’s sake, I’ll assume you’re doing so extremely well that you’re adding an average of 20 new members to your community every single day. Good for you!
Now comes the surprising part. Here is a chart that shows the expected total growth of your community over 600 days if you add an average of 20 new members every single day:
At this point, you might be thinking that I am really bad at math.
This is simple right? 600 days x 20 new people means you should have a total audience of 12,000 people, not 2,000!
How is it possible to have zero growth over time? This should be a straight line up into the atmosphere, right? You’re adding 20 people a day!
Well … yes and no.
The growing social media community
When forecasting your community growth, you have to consider a very sad fact of life. People leave the community.
My daily struggle!
It might not be your fault. People leave their jobs, move away, they become disinterested in your good work and move on to something else. There are a lot of reasons, but people come and go.
How many people can you expect to leave a community? As you know, the answer to every marketing question is “it depends!”
But for me, I average an audience loss of about three quarters of one percent, week in and week out. Let’s round up and call it 1 percent. So, for every 100 people active in my growing social media community, one of them leaves.
Here are the reasons I lose subscribers in a typical month:
UNSUBSCRIBE — Means people just don’t want my content any more. When people unsubscribe it might because the content is no longer relevant to their job or they are simply getting too many emails.
HARD BOUNCE — A hard bounce indicates that the subscriber’s email address is no longer any good. They may have changed email provider, switched jobs or moved.
PERSISTENTLY UNDELIVERABLE –These subscribers have been marked as undeliverable for at least two weeks and more than three delivery attempts. They appear to be unresponsive, unreachable or abandoned email accounts.
Like any proud papa, I hate it when people leave the tribe. But it’s a fact of life. You will keep gaining people, but you may also lose about 1 percent for whatever reason. On the first chart, we observed that once we hit about 2,000 people in our vibrant, growing social media community, we are also LOSING 20 people (20 is 1 percent of 2,000) every time we add 20 people.
So, at that community size, gaining 20 people per week or over whatever timeframe, means your growth had flatlined! There are weeks I get 70 new subscribers and have a net gain of one!
Building a buffer into your plans
To compensate for the natural attrition in your community or content audience, you actually have to set a target to grow your followers at an increasing rate.
In this example, when you reach 2,000 subscribers, to keep a growing social media community going at a steady pace you actually have to add 40 people, not 20!
The implication is, the more you grow, the more you have to grow.
The bigger your audience, the better you have to be just to stay even.
A common social media problem
Maybe you have not considered this little dilemma before, but when you think about it, it makes sense, right?
I see this dynamic happening all the time in my client work. They don’t understand why they are working so hard yet don’t seem to be getting anywhere.
The simple reason is, good enough today isn’t good enough tomorrow if you want to keep growing.
Make sense?
Mark Schaefer is the chief blogger for this site, executive director of Schaefer Marketing Solutions, and the author of several best-selling digital marketing books. He is an acclaimed keynote speaker, college educator, and business consultant. The Marketing Companion podcast is among the top business podcasts in the world. Contact Mark to have him speak to your company event or conference soon.
What follows is the story of how Sjöblom, adopted and raised by a family in Sweden, discovers a document that unravels everything she had been told to believe about her own history as an orphan. She recounts every difficult aspect of the investigation on the path to uncover the complicated truth about who really owns the story of adoption.
My interview with Sjöblom over video chat ranged far and wide, from her signature art-style to Sweden’s adoption lobby, from the female adoptee body to misconceptions about reunions, mental health, and first mothers.
Marci Cancio-Bello: Would you be able to talk about showing your reunion with your birth mother?
Lisa Wool-Rim Sjöblom: Yes. It was very difficult to write. We have a television program in Sweden called Without a Trace. It’s an entertainment show for the general audience to watch painful reunions between adoptees and their first parents and siblings. The narrative always, always ends with the adoptee, alone again, on her way home or something, saying, “Now I feel whole, now I feel like this part of me has been found, and I can be a normal person again.” There is this sense of catharsis and relief, and that everything is fine. This is what the program wants it to be, and what the Swedish audience needs to hear as well—that reunions are considered a finale, the closing of a chapter.
I have known hardly any adoptees who have said that about their reunions. Reunions are the beginning of something. Maybe a new relationship. But so many adoptees are really, really frustrated because they feel that the initial meeting may have been wonderful, but then it becomes another relationship full of trauma and questions. It’s not easy, and it’s definitely not as it’s depicted on television and film.
I wanted to show that this is a different ending, that this is not what you think this book is going to be. It’s not the happy ending where I found the final piece of the puzzle. From the reunion comes more pain and more questions, and the reunion isn’t over. My birth mother and I didn’t really reunite, either. We met, but we didn’t talk that much. I didn’t find out that much, so I still feel like I’m just waiting to find her, still, in a way. But as a person, not as a physical person.
When we think about a reunion, before they ever happen, it’s about the physicality of the reunion, holding, seeing, wondering where you got your features from and all that, but then after that, it becomes about the person behind the face, who are they, why did they do this, why did this happen, and it’s also about the relatives around them, why did my grandmother decide to force my mother to give me up, blah blah blah. All these questions. So I left a lot out, but I still wanted to communicate that reunions are really, really difficult for everyone involved. I didn’t want anyone to feel comfortable at the end.
MCB: Can you talk about why, toward the end of the book, you dedicated a few panels to showing how you spent your last few days in Korea, going to parks, spending time with your host family?
LWRS: I had a lot of fears when I made this book, and they kept changing when I was working on it, and of course I also had this fear that people would judge Korea, because I am very tough on Korea as the sending country. There’s a lot of prejudice about East Asian families, because one of the common images is that they are really ruthless, and the mothers are heartless and only want their children to succeed, and they push them to their limits, and they beat the children and all those things.
I wanted to show that Koreans are just like anybody else, that they are all different. We have these horrible Koreans in the agency and in City Hall, and then we have the wonderful, warm police officer who was helping me as much as she could, and then we have Min-Jeong, my translator and friend, whose whole family took us in. Her parents sort of became my children’s grandparents, so these final panels were to show that there are more sides to Korean families than just my mother’s. I also wanted to show that my trip to Korea wasn’t just painful, that there were a lot of happy, lovely memories from that too, and that we got something of a family, even if it wasn’t my biological family.
MCB: I hope this is not an inappropriate question, but do you regret having gone through the process, or are you glad you did it?
LWRS: I’m really glad I did it. Maybe not so much on a personal level, but more as an activist. I think that a lot of people who identify with my struggles in the book and see that a lot of the things that I struggled with growing up was about trying not to be Asian, not to be an adoptee, trying to be white, trying desperately to fit into something that I could never fit into. I think that my search made me also come to terms with and deal with a lot of other things about being adopted that weren’t so much about where I come from, but rather who I am now.
It took me over 30 years to just accept the fact that I’m Asian. I finally feel comfortable with that. I don’t feel disappointed when I see myself in a mirror, or I feel disappointed, but on my own terms. But I don’t feel anymore that I wish I was blond, or that I wish I had blue eyes. I can acknowledge a lot of things that I had just been pushing down in my desperate need to fit into all these narratives about what I’m supposed to be as an adoptee.
I thought the search was just about the search. But coming to terms with being Asian has been a major thing that also made me a better activist. I think it made me a better person as well. And I think I can be a better mother to my children, because if I’m proud of being Asian, I’m not going to make them feel bad about having inherited their looks from me. So there’s so much else to it than just the search. So yeah, I’m very happy with it, even though it brought about a lot of pain, but the pain hasn’t changed.
I don’t think there is any: “You have to do this, or you have to do that.” It can be difficult enough to know what you want. If you don’t feel comfortable searching, then wait. There is only one thing you have to do, which is to try to listen to yourself.
MCB: Could you talk about your artistic process and art style? It’s so striking.
LWRS: The color scheme itself is something I’ve worked with for a long time. It has become a bit of a signum for me. Before I drew this book, I drew comics for children using the same color palette. I’m really into nature palettes with lots of browns and mossy greens. I knew that I didn’t want it to be black and white, even though it would have taken me a lot less time to not have to color in every panel. The term “palimpsest” came to me very early, long before the actual story fell into place. And since “palimpsest” refers to old parchment, I wanted to communicate that sense of fading, old paper.
MCB: You also include a lot of text, since you’re working with so much documentation of research and correspondence, but it doesn’t visually bog down the narrative. It’s fluid and well-balanced.
LWRS: I think that my work as an illustrator comes through, because some panels are more like illustrations than comic panels, and I think it works quite well because sometimes you need a break when you’re reading a comic book. The story itself has been compared to a detective story. I think that is what makes it possible to have that much text. There is so much to tell, and certain things are impossible to communicate with images. Like the emails, for example; they’re important because there’s so much frustration—and lies—in the emails that I couldn’t leave them out without compromising what I wanted to do and say. Even with the factual bits of information about the adoption industry, it’s not so much about my own adoption but about the things I discovered that are important. Where the panels are more like illustrations, as a reader you might be able to pause a bit and realize, “Oh gosh, this is huge; it’s not just her story.”
MCB: It allows you to control the pacing so readers can’t just skim through the emotionality and historicity. These pauses made me read the book carefully.
LWRS: When I found out about my paperwork, I did exactly what I show in the book. I started Googling people, and this massive thing happened: I discovered that there is this term, “paper orphan,” to begin with, and that there is massive corruption in adoption, so my search was interrupted by this other insight.
On the one hand, I was being very self-centered and thinking about my own story, and then learning about all these other broken families, other adoptees who were searching in vain and discovering that they had been stolen. So it felt like I had to deal with discoveries about my own story, and then all these other people’s stories as well, and I didn’t want to leave them behind.
MCB: I loved the motifs of the umbilical cord, the family tree, and the cover art depicting the Korean peninsula as a womb. As a female adoptee whose body holds the possibility to carry a child, it felt important to able to read about someone who has concerns about becoming a mother and creating literal blood ties. People don’t really talk about that sort of thing with adoptees.
LWRS: Absolutely. I think it came from different places, but I remember when I got pregnant, I felt ashamed and guilty for having thought that my mother had made an easy choice just because that’s what I’d been told. I know that’s impossible, it wasn’t my own fault, but I felt very deceived by other people who would say, “They gave you up because they loved you so much.” And then you think, “Okay, well that’s nice,” and then they can move on. Like the letter from the adoption agency that opens the book, which says that hopefully my birth mother has a husband and new children and a good life. I had reduced her story very much to “She had me, and then she couldn’t take care of me, and was given a solution through adoption.”
When I got pregnant, this storm of emotions just hit me, physically and mentally. It’s not just about adoption, because all my friends who have been pregnant have said the same thing: how you go through the pains of birth, and how connected you are to the kid. I felt so ashamed for having reduced pregnancy and birth to something extremely simple. Of course, you can never understand those things until you’ve gone through it yourself.
We take for granted that the female body can do this, and we see this in the surrogacy industry too. It’s reduced to something that is almost not even part of yourself—that’s why you can rent a womb today, and it’s not part of the body, it’s not essential; it’s just a function of the body, like going to the toilet or something.
So I think those bits in the book are a way for me to apologize. It’s massive, becoming a mother, even if you can’t keep your child, or don’t want to keep your child. It’s massive for the baby, too. It’s quite a thing to be ripped apart from the only person you know. That’s also something that is being reduced to being meaningless.
MCB: When I read about how you had such anxiety during your pregnancy, I was reminded that this is not something women have space to talk about, especially adopted women who must struggle with particular anxieties about motherhood.
LWRS: We are reminded by maternity care. In one of the first pages, my midwife tells me to talk to my mother about my birth, because we inherit from our mothers. For them, it’s just something they say because it’s a good recommendation, but for me, a whole trauma was being unraveled in that one little detail. I can’t talk to my mother. I don’t know who she is. We also can’t talk to our adopted mothers about it, not just because they may not have experienced childbirth, but also because there can be jealousy, and guilt as well.
You have to fill in all this paperwork about degenerative diseases, and you have no information, there’s so much going on inside and out, and when people who don’t know they’re talking to an adoptee, they don’t understand that these questions can feel very blunt, and you can be emotionally unprepared to deal with that.
In Sweden, if you have been through sexual violence, or if your parents have died, you’re offered special help when you get pregnant; but they don’t have it for adoptees. I’m advocating for a lot more support for adoptees. So many adopted mothers in Sweden contacted me after the book was written, and said, “I know exactly what you’re talking about. It was awful, it was difficult, and I could have dealt with this much more if anyone had told me that I should be prepared as an adoptee for all the trauma that can come back to me when I get pregnant.”
MCB: And yet you didn’t do as many people tend to do, which is to demonize the birth mother. You saw and acknowledged your own birth mother as a complex person, even before you began your search.
LWRS: In Sweden, birth mothers tend to be reduced to children, or selfless angels, or broken drug-addict alcoholics who couldn’t mother because they were bad people. They are never whole people, and they’re simplified a lot.
I wanted my book to show respect for the first mothers, and to give them the complexity that they are never given in Sweden. Adoptive parents and adoption organizations have been talking for adoptees and reducing us to very simplified beings. I didn’t want to make the same mistake with the first mothers, so I didn’t want to make any assumptions other than asking questions in the book: “How did it feel for you? Were you lonely? Was it difficult for you?” and not saying, “It must have been difficult, it must have been [____],” but asking open questions in the panels to my mother.
There are things that I have left out in the story because I didn’t want any reader to demonize her or to think, “Look at this woman; be glad you didn’t have to grow up with her.” It was a difficult reunion, but with all that trauma, could it have been an easier reunion? I don’t want to put that responsibility on my mother, no matter how hurt I was, to communicate something that would paint her in a bad light.
MCB: I also appreciate how transparent you were about struggling with depression and mental health as a young person. I don’t know about Sweden, but America often shies away from anything that has to do with mental health.
LWRS: Yes, the same in Sweden, at least when it comes to adoptees. The adoption issue in Sweden is so connected to the adoption lobby that anything negative is automatically seen as political and anti-adoption. One of the first questions I get, not just about the book, but about my search or anything, is, “How did your adoptive parents react?” Everybody is so concerned about how they feel, and not: “What did it feel like for you to find your parents?” Always the first question is about my adoptive parents.
And that is a bit how it is in general for Sweden. If we voice our concerns as adoptees about our health, and we don’t get the proper care that we need, people say this must be so hard for our parents. We are the ones who are dying. We are the ones who are committing suicide, and we are the ones who are punished by society for not being as “good” as we were expected to be, and yet everybody is concerned about the adoptive parents, because they did everything they could, and now we are ungrateful because we’re not healthy enough or whatever. It’s absolutely insane.
When other Swedes commit suicide, we see it as a huge health problem that needs to be dealt with, but adoptees are not included. We have this group called Suicide Zero, which I work with, and which works to inform about suicide factors, where you can get help. They’ve listed high-risk groups on their webpage, such as LGBTQ people, refugees, and so on, but adoptees are not mentioned, even though we are the group with the highest suicide rates in society. There’s quite a lot of research done in several countries that match the numbers that we found in Sweden. The numbers are alarming, and yet if you try to talk about these things, people actually say, even in adoption organizations, “Yeah, but this is good, because it means that so many adoptees actually survive.”
We are overrepresented when it comes to foster care, crimes, suicide, attempted suicide, psychiatric care, we do worse at school, we don’t marry as much as the non-adopted population, we don’t have kids at the same rate, and all of this is dismissed, because we are told to look first at the adoptees who succeed, we should look at those who didn’t get adopted in their own countries, and be grateful for what we got.
MCB: Does Sweden have citizenship issues in the adoptee communities? Adoptees are not included or acknowledged in conversations about citizenship and immigration.
LWRS: No, we don’t have that, so that’s one of the few good things. Several of us who are activists are working to make people understand that we are migrants. I don’t know if in the U.S. adoptees are included in the term “migrants.” They may be in numbers and statistics and academic environments, but not in the general conversation. We are separated from other immigrants. So we say adoptees and immigrants. But we are trying to say that we are also migrants in this country, which is important to understand for several reasons. It doesn’t make any sense at all, but it’s because the term “immigrant” has become loaded with a lot of other things.
The adoption lobby also wants to cover up that it is an immigration issue. They want adoption to be seen solely as a bi-political thing, and it’s all about forming families, especially for childless couples to be able to have children. That’s where they want the focus to be, and not on the fact that we are forced migrants from a different country, because then the conversation would look very different. We have political parties with racist policies that want to limit the migrations, but they want to support more foreign adoptions, separating the issue that you have this kind of immigration that is welcome, and then you have the other migration that you want to stop, but they don’t realize that it’s all the same.
The whole difference is that adoptees are wanted by wealthy Swedes, and we come without our parents, whereas other migrants might come over with their families, which they want to stop. An effective way for them to distinguish between us is to not acknowledge that we are all migrants, and to just talk about us in different terms so that it’s not obvious that they are completely hypocritical about migration issues.
Are your Facebook ads failing to convert? Are you surveying your customers? In this article, you’ll discover how to survey your customers, use Facebook ads to target them, and interpret the results to improve your future ads. #1: Create Your Customer Survey The truth is customers don’t know what they want. Renowned marketer and best-selling […]
We are living in the age of speed: faster connections, faster answers, faster service. People expect many things to happen instantly, in real-time, and technological advancements are increasingly making it possible.
As such, it might seem counter-intuitive to suggest that we as B2B marketers are wise to slow our roll. Sometimes we tend to go through the motions too quickly, or in the wrong order, and it can hurt our results. In fact, it can prevent us from even accurately evaluating our results.
Sean Callahan recently wrote a post on the LinkedIn Marketing Solutions* blog arguing that a top priority in 2020 for B2B marketers should be to slow down when measuring ROI. The case is simple and convincing: Sales cycles have grown significantly longer but analytics haven’t responded in kind. Per the post, 77% of marketers are still measuring ROI in the first month of a campaign, even though the average B2B sales cycle is now about six months long.
“The reality is,” writes Callahan, “most marketers are showing up to their book club having only read a sixth of the book.”
This got me thinking about the argument’s broader applicability in B2B marketing. There are a number of different areas where it’s becoming clear that practitioners might be moving too quickly and doing themselves a disservice. To be clear: We’re not suggesting that you delay making decisions or drastically cut down your content production; sometimes it’s as simple as stepping back and taking a beat.
Let’s talk about four opportunities that stand out: experiences, strategies, social media, and SEO.
4 Areas Where B2B Marketers Can Benefit from Pumping the Brakes
Slow Your Experience
There are plenty of metaphors I could toss out regarding the inverse relationship between speed and quality of an experience, but I’ll go with this one: Would you rather be shuffled through a fast-moving line at a fast-food joint, or carefully walked through a restaurant menu by a knowledgeable and curious server beside your table?
“If the goal is to create strong bonds that ensure customer retention, companies must focus on activities that create and sustain the customer relationships, not just on those that enhance company efficiency,” McEwen wrote in his book, Married to the Brand.
In his example he notes that a cold, tasteless sandwich from Arby’s isn’t going to yield a happy customer, no matter how fast it’s delivered. The same principles apply to any B2B experience — fast isn’t memorable. But when content is unusually entertaining, impactful, or tailored? That can stick in one’s brain.
More recently, Ann Handley preached this premise at Content Marketing World 2019, arguing that the most efficient is not the most effective. She recommends that marketers step back and ask themselves a few questions with regards to the customer experience they’re providing:
How can I build trust and momentum for the content experience over time? And what does that look like?
How can I involve the audience in a meaningful way so they are invested in the outcome?
How can I create an experience that individuals rally around in a way that makes them more invested in the community?
[bctt tweet="The most efficient isn't always the most effective. Stop conflating them. @annhandley #B2BContentMarketing" username="toprank"]
Slow Your Strategy
Thinking through the questions above, and others, takes time. Rushing through our B2B marketing strategies invariably leads to overlooking key factors, while also generating undue stress for the team.
It’s a real psychological phenomenon: Slowing down helps us reconnect with the present, enrich relationships, and find more productivity.
“When you slow down, your mind can work on solutions to problems you may be experiencing, finding a better way to do something, prioritizing tasks and projects and eliminating or reducing conflict,” writes Suzanne Kane at Psych Central in the article linked above. These are the tenets of successful strategy.
The “Slow Your Strategy” directive runs the operational gamut, including pre-planning, resource allotment, promotion, and — as referenced earlier — measurement.
When I think about pacing a business strategy, I think about the game of chess. Great players aren’t often the quickest; instead, they proceed methodically, analyzing the entire board and mentally playing out the consequences of a possible move before pushing the next piece.
Marketers should adopt the same mindset. Strategy is by definition “a careful plan or method,” and being careful means taking our time. Don’t hurry while solidifying the seven elements of your your B2B marketing strategy:
Goals and Objectives
Audience Segmentation and Characteristics
Brand Messaging
Multi-Channel Touchpoints
Content Types
Content Topics
Measurement
[bctt tweet="Strategy is by definition “a careful plan or method,” and being careful means taking our time, B2B marketers. Don’t rush the strategy process. @NickNelsonMN " username="toprank"]
Slow Your Social
The world of social media moves so quickly, it’s easy for marketers to feel under pressure to keep up.
“Has our latest tweet already been buried on feeds?”
“Are we seeing results yet from this LinkedIn campaign?”
According to the latest B2B content marketing benchmarks report, social media is the most common content type used by B2B marketers, with 95% listing it. Yet in my experience, social often tends to be an autopilot function, disconnected from broader strategies. Bundles of messages are packaged up for scheduling across platforms, generic promotional links are hastily developed, and minimal effort goes into follow-up or interaction.
What’s the point?
Quality over quantity is a mantra that rings throughout the digital marketing environment today, and social media is a pertinent area in which to emphasize it. Take the time to think through the purpose of each platform, and each tweet or update. Prioritize value over volume. Keep in mind that aimlessly publishing without discretion can actually hurt your visibility on social feeds by diminishing your content’s overall engagement rates and causing people to unfollow.
Slow Your SEO
Every SEO specialist knows that influencing search rankings takes time. As algorithms increasingly shift from technical signals to user-based signals, creating quality audience geared toward a well-understood audience becomes all the more paramount.
If you’re displeased with your website’s search visibility, a good next step is running an SEO audit of existing content. “An SEO audit is a great place to start when you’re trying to understand the factors that are hindering your search visibility,” Tiffani Allen, TopRank Marketing’s Associate Director of Search and Analytics, writes. “The data you collect, once analyzed, should help you create a roadmap to improve rankings and capitalize on white space.”
And as Aja Frost, Head of Content SEO for HubSpot, offers to Search Engine Journal: “I’d recommend auditing all of your content for overlapping rankings and merging, redirecting, and archiving as needed so every page ranks for a unique set of keywords,” Frost said. “If your website covers the same topics again and again, even if you’re covering these topics from different angles, your pages are going to knock each other out of the results.”
This is but a sampling of examples of where slowing down with SEO can yield major long-term benefits. Scrutinizing your topical pillars, audience assumptions, and technical health of your site are additional measures that pay off.
Moving Forward in Slow Motion
While watching playoff football over the past few weekends, I’ve been reminded of how much speed affects our perception. You can watch a play in real-time and miss so many details that become evident in the slowed-down instantly reply.
There’s no time clock ticking down on your B2B marketing strategy. Obviously we have deadlines and time-sensitive objectives, but in many cases we’re probably placing undue constraints on our programs that take a negative toll on results.
We live in a fast-paced world. But slowing down our marketing efforts — from experience to strategy to social to SEO — can help brands differentiate and achieve more.
[bctt tweet="We live in a fast-paced world. But slowing down our marketing efforts — from experience to strategy to social to SEO — can help brands differentiate and achieve more. @NickNelsonMN" username="toprank"]
So the next time you receive a request from a boss or client that seems to skip steps or rush through critical strategic elements, there’s only one valid response: not so fast.
“Markets are Conversations.” This the opening salvo in the Cluetrain Manifesto. It’s 95 theses were written at the dawn of the commercial internet to help businesses understand how things had changed. Twenty years later, did we heed their advice? Is the Cluetrain Manifesto still relevant? Contrarians. They’re trouble. At least they’re trouble in structured organizations. […]
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