The Business & Pleasure of Flowers

Time to catch up...Whatcha doing? Whatcha learning?

• Episode 149

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0:00 | 35:01
Episode 149:  It's been a bit since Vonda and Lori had a chance to chat and share with the Cliquers.  😉 It's both personal and  business with a few new ideas from Lori  on hiring and attrition. 

Sponsored by:
Flower Clique
Flower Clique Prep School
Real Life Retail Florist

SPEAKER_06

Long story. I'm not gonna go deep dive into it yet, because I don't, but he has yet to lose an employee.

SPEAKER_00

Welcome to the Business and Pleasure of Flowers.

SPEAKER_05

We're your hosts, Vonda LaFever and Lori Wilson, and we believe that business and fun are a perfect combination. Kind of like us, Vonda.

SPEAKER_06

Lori, it's good to see you again. Hello, Vonda. I haven't seen you. Well, I've seen you, but we've been in group meetings, and we haven't had a lot of conversations because you've been a little bit of a world traveler again.

SPEAKER_02

We've all been so busy, right? It's like been crazy, it seems like.

SPEAKER_06

I feel like um, at least from a flower click employee perspective, and I am just talking about every single employee that we have right now. We all have this task list to get ready for the holidays, but many of our tasks are contingent upon like something on your list or something on Ellie's list or something on Cammy's list. You know, we're all and so we can't fully check off a task until like seven other people do something, but anyway, it's just crazy. But I think I think a lot of people feel that way about owning the business, right?

SPEAKER_02

Oh, I think so. Yeah, absolutely. Just this one thing after another, as as they always say. And the funny one was just yesterday when Denise, our Denise, who's behind the scenes in Webb, and she keeps track of everything. Yes, and there was a request that was this summer that just fell off everybody's list. And and we get this request for, hey, did we ever figure this out? And I'm like, Yeah, I don't know.

SPEAKER_06

And I I chatted in first because I'm like, oh crap, it's probably me. Because anytime something falls through the clack, crack, I'm like, ugh, what did I do now? And so I chatted in, trying to be as nonchalant as like, hey, who is this directed to? I'm just trying to make sure I didn't do because it's anybody's game, right? Right.

SPEAKER_02

But it was the details that was what got me. I'm like, oh my gosh, that she had that.

SPEAKER_06

How did it how did we all just did we just not see Slack that day when it happened?

SPEAKER_02

But anyway, so that was, and that then all of a sudden it was like that impacted me, Ellie, everybody, Cammy, and Audrey. It was like and it was crazy.

SPEAKER_06

So anyway, it's just it's it's called running a company, right? Running a business, it's called teamwork, Lori. And so when you and I, you chatted me earlier this week, said, Hey, you know, what what do we gotta do? What do we want to do? What topics we want to do about a podcast, and I was like, how about we just do one on what you been doing? Love that, love that it's been a while, right? Right. So we will just catch up uh on each other's lives and let the whole free world join us. Exactly. So, Vonda, what you been doing?

SPEAKER_02

Let's back up to Society of American Florists. You and I were there, and we kind of covered that. So that was in September. September, then after that, we got back and we were just running doing things for Flower Click, and then I left on a vacation, which I've been taking a real vacation for I can't even tell you way too long.

SPEAKER_06

It's embarrassing. Don't even say it. I don't know if you know this, but your employees, we had a little meeting behind your back. Oh, and we're like, we created yeah, we created a secret Slack channel that you were not included in. Because the thing is about Slack, even if you're trying not to work, it pops up, you know, you got to turn the notifications off. But anytime you see something, it's really hard not to kind of want to take a peek and just to see what that's about. So we we were trying, we kind of made Ellie in charge of if we did need something specific, like urgency, it was her job to reach out to you. Um other than that, I I'm pretty proud of us. I think we did a really good job.

SPEAKER_02

You did an excellent job. I felt no stress. I knew you guys were taking care of everything, and I was very blessed. Uh, listeners, little clickers. I went went to Italy for 10 days. So it was a wonderful, wonderful trip. It was just, you know, from the spiritual aspect going to Rome to the beauty of Sorrento and Amalfi. So it was pretty special, pretty special.

SPEAKER_06

Yeah, yeah. And I can't wait sometime when we have a minute to actually look at see your pictures because we haven't even seen that yet.

SPEAKER_02

So the week after I got back from vacation, like literally one week later, I was on the plane and going to Ohio, flew into Cleveland, went to Kent, Ohio to teach a Telephora Academy class on Sympathy. So it was like catch your breath and then go again. And so that was really a great class. I mean, it was held at Smithers Oasis at their Harvard office. They have a wonderful conference room, they opened their doors and really welcomed us. Um, it was Rhonda, who is the assistant to Robin Kilbride, who is the president and owner, who just like she was there every every minute, just making sure everything was taken care of. And then Kelly Mace and Laura Walsh were in the class. They took the cemetery. Oh wow!

SPEAKER_03

I love Kelly.

SPEAKER_02

Yeah, it was just so great. And then we had members there, Janet from McCandless, and Marla Zuck, who came all the way from Oregon. Um we had Maddie, who was a young designer from Baker Floor. So all of those are you know flower collect members. Gary Snow came from Florida. We had I met new friends. Yeah, I remember you know Gary. So new friends, Shelly, Jules, Paula, and Marla. So it was a really fun, interactive class. It's a lot of fun.

SPEAKER_04

Yeah, and Lottie, Lottie from Teleflora was there, wasn't she?

SPEAKER_02

She was. I was gonna say that in my learning part, my next question.

SPEAKER_06

Oh, well, we can mention her twice. We can get two shout-outs.

SPEAKER_02

So Joyce Mason Mannheim, Tom Bowling, and Lottie McKinnon were all there. So that was Saturday, and then I went home on Wednesday.

SPEAKER_06

I wish more people could take advantage of those kind of classes.

SPEAKER_02

Absolutely.

SPEAKER_06

I've I've never heard anyone walk away from a class like that. I'm not saying just a teleflora class, I'm saying all of you know, any of these going, ah, that was just bad. I didn't learn anything. What a waste of my time.

SPEAKER_02

Yeah. The teleflora classes are so in-depth. We give them demos and then they have a project and they do it. And then we go through with each one of them and help them learn something about their design style, what they do, and what they could do better. So it's a lot of hands-on and a lot of feedback. So, and then they would we're giving each other feedback, which is beautiful just to watch the whole thing.

SPEAKER_06

Yeah. Very fun, very fun. And so then you got back Wednesday and you have been trying to play catch up ever since.

SPEAKER_02

Right. But the other thing I did before I left town is Audrey came to the last part of the class.

SPEAKER_03

Oh, that's right.

SPEAKER_02

Audrey and I, and I met her husband Jim, who I'd never met before, and we met a little Mr. Everything.

SPEAKER_06

That is what we used to call him because I used to do youth ministry with him back in the day when our kids were small. I actually knew him before I knew Audrey Christopher. He's a good one.

SPEAKER_02

Well, it was it was so wonderful to meet him, and then came home and we've just been working on our class, right? Our real life florists. But let we'll talk on that on the next question. So let me ask you, Lauren, what you've been doing.

SPEAKER_06

Well, what that is what you've been doing and what you're learning. Both of those are real life florists, exactly.

SPEAKER_02

That's what I'm saying. It's both.

SPEAKER_06

Yeah. So okay, so what I've been doing, because as you were talking through your scenario, I was like, Oh, yeah, I was out of town that week too. Oh, I was out of town that week. So one of the weeks that you were in Italy, I too was away, not as pretty of a place. I was in Bartlesville, Oklahoma. Um, and that was fine. It was fine. And then came back and then four days later, got on a plane and went to Ohio, where the day I left is the day you went. So we were just missing each other. So, as you know, we lived there for 15 years. My kids were pretty much raised there from beginning of school to the end of school, and my son still lives there. So we went for the first weekend because my daughter, one of her best friends, was getting married and she was in the wedding. And then the following weekend, my son's best friend, he was the best man in their wedding. So my husband and I were like, well, it is literally cheaper to just get a place for a week and back to back and just work. So uh that's what we did. And it was really fun. Um, I too got to hang out with Audrey and uh see all of our friends. I mean, every evening we had something booked, which as you know, when you go back home, it's it's a it's a bittersweet, like you feel pulled, yet it's just so life-giving, you know. So that was really fun, really, really fun, and then came back and have just been working non-stop. So this is what what I've been doing. You guys do all the photo shoot, you do the whole front end, and then the web team has to do submitted, and then the last little nugget is I have to upload the picture recipes for our members, right?

SPEAKER_02

That is not a little thing, Lori. That is not a little thing.

SPEAKER_06

It is a huge thing because they will let me know if the recipes are wrong or if you know, whatever. But the thing about this one is this was a really big photo shoot from the fever and Eliever. Like it's a lot of new images because you went all the way through Valentine's Day.

SPEAKER_02

We did. Well, and we talked about that. How I don't usually say so. I know Lori, when you were doing that, I'm like, oh poor Lori, she has so yeah, because it's yeah, I'm not, but it's it's good for me.

SPEAKER_06

I've told you many, many, many times. It's something that I I I truly do want to do because I like to put these kind of things in my life where I have to, I can structure, like I'm gonna do it for this many hours. My problem is I can just go all day to get it done. And so I have to discipline myself not to do it that way because it's not really healthy because I can't get my other stuff done. Something's always gonna give. Um, so I've been doing that. Um, we have been I've been working on email marketing. Can you believe our email marketing program for our members in November is one year? Is it really? What the hell? We started beta testers November. This time I was calling our people going, listen, you want to try this? We, you know, you got to be honest. I was you gotta, you know, let me have all access. We not don't yell at me if you don't like the picture. We're playing. And they all said, sign me up, and they are all still in it, and even though now they can pay for it.

SPEAKER_02

Yep, and many, many more, right? Wow, that's really great. Congrats.

SPEAKER_06

I mean, that's been a you and Ellie and your team on that. Yeah, it's been a it's been a lot.

SPEAKER_02

Um, but the members are super happy, right? Because it's more of an email marketing that's not like selling things, it's like information and building into the customers. Love it.

SPEAKER_06

Well, and we've been able to, when they give me stuff ahead of time, you know, I do, I love to make it a little more custom for them if they have a certain thing. And and our members are so good about that. And I will be super transparent. We've only had um two people, two shops who are still members, but ended up leaving the email marketing program. One, it really truly wasn't working for her. She's very, very, very tiny. Um, her email list customer list was you know, under it was in the 200s. So it's it just wasn't it wasn't ready yet. And then the other one hired a girl that's in college. She's a graphic design, like she's got someone on staff. And I was like, go for it. That is great. So um, but um, but other than that, we've we've been really happy with the email marketing and just ramping up for the holidays because that's when it starts getting really busy. We send out a lot more emails than normal. Um, what else have I been doing?

SPEAKER_03

Oh, shop talk, you know, and our holiday we did.

SPEAKER_06

And as far as doing, I mean, I was really excited. It was we had a big crowd yesterday for both one, and we call it our holiday one. But what I thought was funny when I asked them, because typically we don't have shop talk in November and December, I was like, what do you guys think? And they're like, Well, just have we'll have it, you know. Which made me think maybe they just need a safe, a safe place to land, right?

SPEAKER_03

Exactly. Yeah.

SPEAKER_06

Um, let's see. Oh, and then the last thing I've been doing, which just because I say it last, it it's still it's pretty high priority. I have started um since October 21st. I started getting was the opening day of Christmas Hallmark movies. So I have them recorded. I haven't watched them yet, but I have started.

SPEAKER_03

So I got that all, but I got that all.

SPEAKER_06

Yes, and I will say our customer service web tech jack of all trades, Leslie Breidendorff, who is uh is a flower clique, she does the same thing, so I'm not alone. And we have many conversations about the importance of the plots of the Hallmark movies, and how they're all the same that you kind of expect to happen, but it's great, just all and I love it because it's always gonna be a happy ending, and that's all I want in life.

SPEAKER_02

That's right, that's what we like. So you need that this time of year, exactly.

SPEAKER_06

Exactly. So, all right, so that's what we've been doing. Now, my question to you is what have you been learning? What you've been learning?

SPEAKER_02

So, what about it has to be in this industry? No, um let me let me start back No, no, no, no, no. Let me back start back with the sympathy class because we were at Smithers Oasis, as I said, in the corporate office, but we were so lucky to be able to have a tour of the facility. I mean, we had to sign a non-disclosure, really, that because it is like there's trade secrets in there, you know. And so Ann Stewart, who is the VP of North America Floral Operations, is the one who kind of got us in there. And then Matt Jones gave us a tour, and he's in charge of the operations. And walking through there, it was just like, wow. I mean, it was just very impressive. So that's all I can really say about it is because I signed this on disclosure. I was there and it was really super cool. And then I learned from Joyce Mason Mannheim. Whenever you co-teach with somebody who is such a good teacher, wow. I mean, I just was like watching her style, hearing what she had to say, watching the way she interacted with um all the students. She just she's just such a professional, and I just adore her. And Tom Bowling. I mean, Tom Bowling was a school teacher and he continues to teach.

SPEAKER_03

Yeah.

SPEAKER_02

And then Lottie is just a great uh leader, and just to be there in their presence was just great. So I learned a lot on there. I'm learning a lot from Ellie as she's creating this real life florist course, how detailed she is, and the checklists and everything that she's looking in for details. Um and the other thing I can say, and you've taught you do this for me many times, Lori, is that it comes out of my mouth or when I'm typing, that I think it's totally clear what I'm saying. And then when somebody else comes in and reads or listens to something, and they're like, that doesn't make sense to me. You need to clarify what you're doing. So I'm really learning a lot about myself in that and how I have to read it again and try to understand. Um, my son Sayer calls it the curse of knowledge, right? Because you think they know what you're doing.

SPEAKER_06

It totally is, right, right. Right. And and especially when it comes to the you the industry that you've been in since you're 14 years old, you know, it's very hard. Um, and I I think a lot of people in this industry struggle. Um, it's the same as, you know, one of our members talking about that before they used our online sales training, you know, they would try to train, but they had so many assumptions on like how you whatever, how you process flowers. They just assumed you're gonna know you do this differently for hydrangea than you do for this. And the girls like, I didn't know that. And and you just because you've been in it so long, it's not your fault.

SPEAKER_02

No, no, I so anyway, so that's what I'm learning on that. Those types of things that's really good, that's pretty cool. And the other thing I'm learning that's non-floral related is how to fix my sprinkler system because I can't get somebody to come out for two or three weeks, and I'm like, okay, dig it up and let's fix it. So there we go.

SPEAKER_06

YouTube, there's so many YouTube videos. My husband and son have fixed ours a lot. Mark and I again will say if you and Mark lived in the same town, you would end up running the world.

SPEAKER_02

We would have so much fun.

SPEAKER_06

Exact same brain on you. You have, you would have been a good engineer. You really would have, but you're too creative.

SPEAKER_02

So could have maybe been a little challenging, but okay. Now I'm gonna turn the question on you, Lori.

SPEAKER_06

Um learning. So I'm you know me, I'm always learning every single time. Try to learn something. Um, one of the things I really that has been heavy on my heart, not in a sad way, but in a I need to try to keep researching this, is just the attrition problem um that I keep hearing people in our industry talk about as far as trying to get employees and actually keep the employees. And um, so I've been researching that and I've come up. Well, I've read about two different things that might be good possibilities. You know, I can throw them out there. I don't have the proof yet, but um, from people that have tried it, two of these were on LinkedIn actually. Um, one was a owner, he owns a Chick-fil-A, and it is a freestanding one, it's not one in a mall, but it is a very high-grossing Chick-fil-A. And he was having, you know, he couldn't keep employees. He was just like a revolving door. So he started doing something where his employees who are usually younger, high school, college age, and some older, he set up this whole thing about a three-day work week. Three days, longer shifts. The the option for this, you always know your schedule. Well, long story. I'm not gonna go deep dive into it yet because I know, but he has yet to lose an employee, and so much so the employees that you kind of have that fixed schedule, so you get to know those same people and they've become friends. Um, they do things outside because the way he has it worked, they rotate off and they get like you know, a significant amount of days in a row off. Right. I know so a modification of this might be a really great implementation for a flower shop, right? Um, the next one comes along with that, and we actually talked about it on Shop Talk, and I Was validated because Michelle from Flowers by Michelle was like, I read that too. So it was about a guy he has a big warehouse. Um, and he during the pandemic really struggled with employees, and now he can't get anyway. He created an ad for stay-at-home moms, looking for stay-at-home moms, and he worded it to where it doesn't sound creepy, like, but you know what? Want to work, flexible hours, just the whole thing. And he basically met with them and talked with them for a while as a group. Like, what are you looking for? What do you need? And what he found was they truly wanted to work, but they had only certain hours they could work. And so he was like, if I create a schedule that fits everybody, blah, blah, blah. Some wanted just weekends, some wanted only nights, and some wanted to work while their kids are school. All of it, and he's like, I don't know why I didn't do this earlier. So those are two really kind of promising. I know it's it's it, I know it's a lot harder than it sounds to create this kind of thing, but maybe, right? Maybe there's something to it. You because what I keep hearing is from business owners is people don't want to work, or I can't, I can't even compete with the big box stores as far as the hourly. But maybe if you can give them the hours that fit into their schedule, that might be an incentive. So I don't know.

SPEAKER_02

No, I think that's a great idea. I mean, those are two really good alternatives to finding someone, you know. I think in the floral industry you have a lot of set times, right? But maybe, maybe not the three-day, you know, maybe you don't have to work every single day, and you know, and yeah, there's always a challenge of who's gonna work on Saturday and those kind of things.

SPEAKER_06

Right, right, right. That's what I'm saying. That there'd have to be a modification of this. Um, something else that I keep hearing, and I heard it in shop talk also, and I don't want people to come at me and say, you don't understand, you've not run own a business like this, and I you're right. But business owners are saying, like, well, they you know, that nobody wants to work late, nobody wants to stay, like, we've been here, and I'm like, well, no, they don't. So either have that in the conversation before you hire them, let them know, listen, during specific times of the year, there's gonna be times we're going, you know, but every every night, no, I I you know, so you gotta you gotta balance it, right?

SPEAKER_02

Right. Some shops have just closed early and just adjust your hours based on when somebody can be there, because then at least if you're still there working, you can have the front door closed, and you personally, as the owner, yeah, like really knock things out and be very productive and you don't have to do everything.

SPEAKER_06

So I'm learning a lot about that. Just trying to find many exam as many examples as I can of tried and true real people, real business owners that have tried things that actually have worked for them, and all I could do is bring that information to our members and say, Hey, maybe you know, do you think this might work for you? Or if not, we'll keep looking, we'll keep figuring out, right?

SPEAKER_03

Yeah.

SPEAKER_06

Um, other thing I've been learning more is just trying to find more marketing ideas, different ways to market the flower shops for our members. Uh, again, going back to our conversations yesterday with our people, they were goes back to social media. Do you do TikTok? Do you just do Instagram reels? Do you do all of those kind of things? And what do you do on them? Um, so you know, I've been trying to learn about little things. I what I'm learning, there is no really right or wrong. Just doing it, just get out there, you know, and start doing it. It doesn't have to be perfect.

SPEAKER_02

That's what you've always said.

SPEAKER_06

You've always said no, as a matter of fact, people don't want perfect, right? They don't want the perfect, they don't want the perfect. Um, and then the other thing, again, I'm always reading more about leadership and how to lead and what's required. And the more I read about it, the more I like change my way of thinking. You're saying you were learning how you put things um down on paper, assuming people know what it says. What I'm learning is my first thoughts about leaders, because I remember those, you know, oh, they're a you're just a natural born leader. You're just well, I don't know if it's all that, you know. I think we are maybe predispositioned to be leaders, but it takes a lot of hard work to be a good leader. You know, I and it's not just something that comes easy to people. So I've been reading about that. I don't know that they're born, I think they are made. I think you've got to do the work to be a good leader. Um, so that's really all that I've I mean, I've been working on all of those um between updating recipes. Yeah, exactly.

SPEAKER_02

You're you're a constant learner, you constantly are striving to learn more, not just for yourself, but for others. The knowledge that you gain is not something that's like, oh, I'm gonna hold on to that. You're just learning so you can pass it on, pass it on, and make everybody better at whatever they're doing.

SPEAKER_06

And I've I've by constantly doing that in my job, first of all, being blessed to be able to have that part of my job as a job because I love it. I've just like you're retraining your brain in how you word things, I have created a filter that I can read an article about business owner. And there's like three subliminal criteria that I filter through. And if if it could be something for our industry, I keep reading. If not, I'm like, oh no, and I keep going.

SPEAKER_02

No, you have a gift to do that. I mean, you've created those filters, like you said, and that's a gift because there's so much out there to read, and you go through a lot to find the nuggets that really do make a difference. So yeah. Kudos to Lori. We are so blessed to have you and know that you're out there in the world. I feel the sales.

SPEAKER_06

We are we are all we are all that way here, I think. And our members, I mean, think about all of our members that help us. Just and the one you just got an email from going, I am happy to contribute and however I can. And anyway, all of the stuff. Okay, next question. What do you want for Christmas?

SPEAKER_02

I know, thank goodness we're almost out of time. So we don't have to say a whole lot of stuff here. Okay.

unknown

Right. Right.

SPEAKER_02

So, what I want for Christmas, first and foremost, is good health and healing for my friends and family. There seems like there's a lot of sickness out there, a lot of people who are struggling in one way or another. And I think that's my number one, you know, overall Christmas wish is you know, good health and healing for friends. Little things. Um at the age that if I want something, I get it.

SPEAKER_03

I know.

SPEAKER_02

So I'm like, Ellie's like, you've got to have a few things on your Christmas list. So mine was a pair of sweatpants that have pockets on each side, so I can have a phone in my pocket when I'm walking, you know? Yes, just in case I see the bear.

SPEAKER_06

Yes, the bear. Yes, your bear incident. And you guys never know about the bear incident. Go find the email that we sent out, our bond to sent out about the bear.

SPEAKER_02

And if you don't have it, just send me an email and I will send you it.

unknown

Right.

SPEAKER_02

So, what about you, Lori? What do you want for Christmas?

SPEAKER_06

So you just want sweatpants, pretty much.

SPEAKER_02

I have a couple other vanilla candles. I'm I'm like a big fan of vanilla candles and this diffuser that I have in my bathroom that I love, so I need a new one. So that's all. That's it.

SPEAKER_03

Okay.

SPEAKER_06

Well, I am going to let Ellie know my favorite sweatpants. Oh. That have pockets, and they're not too baggy, they're not too fitted, they're just normal. And um, anyway, so I'm just gonna make myself a note to do that.

SPEAKER_02

I have a pair that she got me last year from Costco, actually. And you love them.

SPEAKER_06

Perfect. Mine are from Nordstrom Rack. Okay. They are um Zella Z-E-L-L-A. It's a good brand, but they're not expensive. I mean, yeah, they're fine, and they're just they're the perfect weight.

SPEAKER_02

Love it.

SPEAKER_06

So, for me, well, Christmas. What do I want for Christmas? And I I think I've shared this with you before. So it when I was thinking about this, all I can think of is my entire life, entire life. Anytime we ever ask my dad, Daddy, what do you want for Christmas or what do you want for your birthday? From the day I was born till now, and he is 88, he'll be 88. He says, Oh, just a few kind words. Oh, that's so so strange. That is all he ever says. But I can tell you, if back then that's all we ever got him, he would probably not be happy. He would think, oh, just a few kind words. So I do so, like yours, health and happiness. I would like some kind words for to one another, to people for sure. My I'm like you, if I see something, I just buy it. I don't have a lot of stuff I need. But one thing I really would love if it works out for Christmas, and this is just being a mom, is having all five of us together in one house. So we've had four out of the five in the past six months, but we've not had all five. And so that would be a whole house. No, not in not in, I don't even know. It's been long because you know, my my my daughter's in in health care, so she works holidays, especially being newer in the industry, and then my my son is a youth pastor, so it's hard. Um, so anyway, that is what I really want more than anything. And then the next thing, you know, I love stocking stuffers. I love stocking stuffers more than actual gifts. So I don't know if it's because, again, being raised where I was, my mom always had stuff, stockings were just full. So um, I just love cool stuff. And I have to give a shout out to my husband, who always really does a good job of my stocking. So much so that as my kids got older, they would realize my stocking was probably cost four times more than theirs. And they were like, wait a minute. Because he only bought for me, and I had to buy, you know, I bought for buy for everybody else.

SPEAKER_02

Oh, that's great. I love that. I love that.

SPEAKER_06

That's my Christmas wish.

SPEAKER_02

So everyone, just go out there and ask each other what you've been doing.

unknown

Yeah.

SPEAKER_02

What you've been learning.

SPEAKER_06

And what do you want for Christmas?

SPEAKER_07

Exactly.

SPEAKER_06

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