Leveling the Field: Remaining Competitive in an Evolving Web Marketplace
Version changes. Upgrades. Migrations. The world of web is constantly evolving.
Almost as quickly as my wardrobe in fall!
Case in point, some topics of interest:
• To HTML5 or not to HTML5?
• Is the web dead? Are applications taking over?
• Cross browser compatibility?
• Flash and iPhone? GASP
• The future of Flash?
One topic that is always mutually agreeable is the concept of keeping up with emerging trends and adding to your repertoire. You have to be better, faster, stronger (insert Kanye West) than your competition and sometimes as an individual keeping up with the Jones’ can be a monumental feat. The cost alone can sometimes be crippling.
HOWEVER – there are ways to put a little shine on your skills, a little polish to your portfolio, a little bedazzle to your business. Ok – maybe I’ve gone a touch overboard with the bedazzle but you get the jist.
We’ve come across 3 tools that can help you add to your arsenal without signing up for a coding class (although I’m not discouraging ongoing education):
1. PadPressed:
Make your WordPress site an iPad app
http://padpressed.com/
2. SenchaTouch:
The First HTML5 Mobile App Framework Sencha Touch allows you to develop web apps that look and feel native on Apple iOS and Google Android touchscreen devices.
http://www.sencha.com/products/touch/
3. Flash Catalyst: Adobe® Flash® Catalyst™ CS5 software is an approachable new interaction design tool.
Transform Adobe Photoshop®, Illustrator®, and Fireworks® artwork into expressive, fully interactive projects without writing code, and leverage the reach and consistency of the Adobe Flash Platform.
http://www.adobe.com/products/flashcatalyst/
I’ve Just Graduated… Now What? Tips for Job Hunting After College
This is a true story inspired by real events…..
I was talking to my younger sister last night. She just recently graduated with her Master’s in English and she’s been pounding the “pavement” – aka job boards – looking for work as a Teacher, Substitute Teacher, TA, etc. at the university level. Her method has been looking for openings, and responding in kind with an application or resume.
I posed the following questions to her:
- “Have you asked any of your professors if they know of any educators in your area they can introduce you to?” Her response, “No.”
- “Are there any groups in your area that meet in your field that you can join?” Her response, “No.”
- “Have you asked to set up a meeting at any of the schools you want to work at to see if they need volunteer help on exams, grading papers, writing workshops, etc?” Her response, “Not yet.”
Today – I went to find her on LinkedIn and guess what? SHE DOES NOT HAVE A PROFILE. GASP!!! (To my sister – YES – I’m using you as an example – you can stay mad for approximately 10 days)
So pull up a seat. This is “I’ve Just Graduated Now What? – 101″
1. Use any and all resources available to you. LinkedIn, JobMagic on Facebook, social meet-up groups, people who may know people in your field, sisters who are well versed at resume revision. J HINT HINT
2. Get out of the house and go to networking events. Join a young professionals association! They always have GREAT events and tons of potential.
3. When you are at an event or stopping by a potential employer offering volunteer services, keep your options open and listen for cues. If the potential employer says, “We don’t really need help in THAT area” that is your cue to say “Well what areas do you see a potential need?” USE EVERY MOMENT! Offer up any way that you can add value but make sure you say, “I would love to help with your career workshops. I am so impressed with this company any opportunity to be associated with and potentially considered for future openings – count me in!”
4. Get more than one opinion on your resume and cover letter. It is VERY hard to find typos on your own. Yes I know you majored in English – just try. J
5. Be flexible. I know you just graduated from college and feel that a role in management is your next step – but unfortunately, the companies you are talking to may not feel the same. They may simply not agree that your level meets their needs. Examine any and all options available. Education and experience are very different.
6. In a tough market, you may have to take a position that is not your ideal role, but is a stepping stone. Look into it. The path may lead directly to your goal.
7. Practice interviewing with friends. Sound corny? How many interviews have you been on? How often do you say “like” or “ummm?” You’d be surprised.
8. Do you have appropriate interview attire?
9. Do you have copies of your resume printed nicely?
10. Have you changed your voicemail so that the message sounds professional? I LOVE the Black Eyed Peas ring tone but a hiring manager may not.
11. Have you set your privacy controls on Facebook? Remember that over 70% of employers will look into your online presence.
12. You take out your piercings and cover your tattoos for an interview right?
13. Have you changed your email address from: awesomebeerdrinker@ISP.com?
So there you have it. You may not land your dream job right out of the gate, but with these 13 tips, you will certainly be going in the right direction.
TMI? If in doubt, leave it out. Making social media WORK for you!
- “OMG! I got so wasted last night!!”
- “Blacking out is no fun! How did I get home?”
- “I can’t believe I slept in a field AND lost my shoes?”
- “How did I end up in Hoboken?”
- “Have to go to court today – stupid speeding tickets!!”
- “I hate my boss – I can’t believe what an idiot I work for!”
- “This job is SO NOT worth $25 per hour!!”
Sound familiar? (These are actual posts by the way!)
Recently while at a client lunch I brought up the topic of my younger sister who graduated in May and how I have mentioned to her that her Facebook page is a bit inappropriate while job hunting. Of course, being a recent graduate and crusader her belief is that employers should not be looking at her Facebook page – that is her private life. So I turned to the Head of Digital for a HUGE investment company and said “Do you look at social media when selecting a candidate?” (THIS REALLY HAPPENED and it was less than two weeks ago)
His answer……………….. Drum roll please…………………………………………………
“OF COURSE I DO! For every single candidate.”
Listen up out there. Over 70% of hiring managers/HR managers in the U.S. will admit to rejecting someone because of inappropriate content on the Internet. Nowadays we are consumed with online social interaction. However, we have to remember that anything and everything you post will be seen by someone and that someone may be thinking of hiring you for an awesome job. And when I say everything, I mean EVERYTHING:
- Blogs
- MySpace
- Naymz
- Pictures posted of you on other sites – regardless of if they are posted BY YOU
So you have a clean face book page but write a hilarious blog riddled with jokes about the government and your thoughts on communism? TAKE IT DOWN.
Repeat after me…..
Would I hand any of this content to a manager in an interview?
(lather, rinse, repeat)
So what do you do now? (OH THE AGONY)
- Privacy settings (TADA!!!) – make everything that is public facing SUPER private and only accessible by people that you are friends/family with – and even then – be thoughtful about what you post and try to keep it clean. (You kiss your grandmother with that mouth?)
- Google yourself. Seriously. Google yourself and see what comes up. There will be pictures listed that you didn’t even realize were still online.
- If in doubt, leave it out (YES IT RHYMES ON PURPOSE). If you think it might be something that an employer would find inappropriate, simply don’t include it. J
- If it includes alcohol, anything illegal (yes stealing street signs and hanging them in your house is illegal), nudity, profanity, anything particularly scandalous in nature, etc. Take it down and/or leave it off. I know you are VERY proud of your “men working” sign you stole in college but again – an employer will not find it cute.
- I understand that you are very passionate about certain topics including civil rights, gay marriage, wars overseas, terrorist groups, healthcare reform, etc. HOWEVER – remember that in life you will NEVER always agree with everyone and perhaps it’s best to leave those topics for intelligent in-person discussions with friends.
- Finally – I understand that in this fantastic world of online communication our ability to communicate has gotten a bit off track. Keep in mind that even though your Blog/Tweet/Post is just a blog/tweet/post, extensive grammatical issues, spelling errors, and slang can often be a turnoff as well.
The Proof is in the Portfolio
Knock knock. It’s a lovely Saturday afternoon and you wonder – who could possibly be interrupting your bliss (including a large turkey sandwich and reruns of your favorite 80’s sitcom – insert for me – Perfect Strangers). You open the door with your speech prepared for the following:
- Candy/Girl Scout cookie sales – you may budge if they have Carmel deLites.
- Religious group passing out literature – always a fun bunch.
- Pesky siding salesman – even though your house is made of bricks
- WAIT – it could be your Mary Kay order. That would be awesome.
- Free pizza – you wouldn’t be terribly upset if a free pizza showed up.
As you open the door, you find two gentleman representing ABC Landscaping and they have in tow – hedge clippers, a lawnmower, and a bag of mulch. They look legit. And then you ask – “I do need some help with my landscaping – might you have some photographs of past work with you so I can gauge your design style and past successes?” They blink, look at you dumbfounded, point to the hedge clippers and say “We are very good.” The door closes and your lawn continues to be plagued by dandelions.
Why? PROOF. We all need proof. We need to believe you are a champion landscaper by showing us the amazing lawn work you did for Johnny Depp – yes I know Johnny Depp doesn’t live in my neighborhood but I can dream.
The point you ask? Time and time again I have this conversation with talent and the importance of proof. Being in the business of Interactive Design and Development – the proof is in the portfolio.
Here are my 8 tips to help your job search simply by maintaining a stellar portfolio:
- Spy. You heard me. Check out your competition. In this world of Internet accessibility, check out who you are going up against in this marketplace. Look at their portfolios… Do you walk away feeling wowed/jealous? What can you incorporate in yours? Creative hotlist, Krop, Behance, Coroflot, etc. Great places to start.
- I know you’ve been working and your portfolio is three years old because you haven’t had time to update it – but let’s be honest…you need to find time to update it. Your portfolio is one of the few things in life that SHOULD be kept up to date. (Apart from your Netflix subscription and dentist appointments).
- BYOBM – Be your own best marketer. Does your portfolio accurately display the type of work you can do and have done? As much as hiring managers love hearing “I know it’s not in my portfolio but I did some really cool work for XYZ….” Put in those pieces that you are excited about. Your excitement will come through.
- Stay away from portfolio styles that can exhaust a hiring manager. Case in point, I often have to spend several minutes trying to figure out how to navigate a portfolio before realizing that … OH! I have to click on those TINY little thumbnails at the bottom to view each piece. If a hiring manager is going to become fatigued or feel stressed by your portfolio, it’s truly not helping you.
- Simplicity is key
- Large graphics grab attention
- Easy navigation – are the arrows easy to find?
- Basic descriptions of your contribution
- So you designed an AMAZING web 2.0 site and you’re applying to a web 2.0 role that is PERFECT considering that most recent job you completed? If that’s the case, the manager should be able to find said work in 2 seconds. If they have to hunt for it, they won’t. I repeat – make it easy for them.
- I realize that it’s much easier to use your portfolio for multiple purposes including advertising your best friend’s photography business, your interests in hiking including vacation photos, your amazing progress in brewing your own beer, dating info, etc. But for the sake of argument – just go with me on this one. Less is more in terms of personal information. And please please please – no pictures of you sunning yourself on vacation. You laugh but it happens.
- Keep in mind your web portfolio is still a website – it must function as such. Think of what frustrates you about certain sites and evaluate whether or not the usability/functionality of your portfolio is up to snuff.
- And finally……the links should work. J That’s it. They should work. Sound like a no-brainer? Seriously – check it. In multiple browsers. You’d be surprised.
To wrap up, please keep in mind that your portfolio is a reflection of you, your skill level, and your overall work (aka – what YOU offer) so whatever you create and send should truly be stellar, impressive, updated, comprehensive, and COMPLETE. Remember, you only get one chance to make a first impression………. Unless, the hiring manager has short term amnesia and let’s face it – this isn’t Falcon Crest (80’s primetime soap featuring Lorenzo Lamas – Google it – it was INCREDIBLE).
Get a Hair Cut and Get a Real Job
Scene: Me sitting in an interview. In walks my interviewer who slightly resembles Steve Guttenberg from Police Academy – except my guy has a lazy eye. And the questions begin:
1: Do I sing in the Shower?
(Ummmm.. Anyone who claims to have NOT attempted Beyonce’s “Single Ladies” in the shower at least once is a liar. Don’t deny it).
2: If I could be a barnyard animal what kind would I be?
What kind of questions are these!!? Can I file an HR claim without having been hired because these seem a little strange and personal – perhaps even a little out of line. And why JUST barnyard animals? No love for sea creatures?
As I was escorted from the building I pondered how I might have answered each question differently. And then it occurred to me – perhaps these questions are super beneficial to the hiring process? And as usual upon doing some intense research (Wikipedia), I discovered that the behavioral interview question and the stress interview question have become the “go to” method for a lot of companies in determining the ability to think under pressure, personality/cultural fit, moral compass, etc.
Nerve wracking? HECK YEAH…. But my friends the ugly truth is:
YOU SHOULD (read must) PREPARE YOURSELF FOR THESE TYPES OF QUESTIONS.
Here are a few to get your blood pumping:
• What is your most memorable purchase and why did it make you feel good?
• Do you sing in the Shower? (Read above – Beyonce, Journey, and I do a mean Janis Joplin)
• If you were a type of food, what type of food would you be? (I’ve been dying to say sea cucumber just to gauge the response)
• If you had only six months left to live, what would you do with the time? (Obviously interviewing is at the top of the list since I’m sitting here with you)
• If you could compare yourself with any animal, which would it be and why?
• If you could have dinner with a famous historical figure, who would it be? (Is Elvis considered a historical figure?)
• If you were a car, what type would you be? (If I say limo with a driver, is that still considered “a car”).
• If you could be a superhero, what would you want your superpowers to be? (The power to erase my answers from your memory?)
• See this pen? You have 5 minutes to sell it to me. (You already own the pen!! Why don’t you tell me why you bought it!).
Ok – so obviously my answers are merely for entertainment value, but we must face it friends. These questions could crop up and I simply want you to be prepared as your advocate and Headhuntress. Perhaps throw them a curveball and ask them if they could star in any Bill Murray movie – what would it be? (If it’s Meatballs – RUN!!)
A Case of the Mondays??
I LOVE the movie “Office Space” – a lot (seriously – why are fax machines so tricky??). And let’s face it – it can be easy to slump ourselves into work letting the world around us take over. And why shouldn’t we be sad/mopey/sleepy (or any of the other 7 dwarfs) – just turn on the television. Tiger Woods – bad guy. Healthcare – not reformed. Unemployment – still pretty bad. Job hunting – pretty brutal.
Case in point: One of my dearest friends this week made a video reel to apply to a job – apparently we’re “there” in terms of competition and difficulty. But I have to hand it to her – it was inventive and she was taking BYOBM to the next level and beyond! And to top it off – she had a blast.
I will say this: There is nothing worse than a sad, frustrated co-worker/friend/family member. It brings everyone down. So – Here are my tips for keeping your sanity during the winter months. And be prepared – these are not the normal “imagine yourself on a beach” tips:
- Start each day by listening to a commercial from Bud Light’s Real Men of Genius campaigns. I listen to one everyday and have to say – I DIE LAUGHING. http://thefuntimesguide.com/2004/10/bud_light_real.php
- Watch this commercial: http://www.fquick.com/videos/Comcast_Digital_Voice/2262
- Make your FAVORITE breakfast before work. Yes you’ll have to get up early but seriously – chocolate chip pancakes ALWAYS put me in a good mood. (Or on the flipside – bring your favorite lunch to work – it will make your morning fly by – Thanksgiving Sandwich anyone?)
- Watch a little kid walk down the street. There is always something uplifting about watching a kid attempting not to step on cracks while wearing GIGANTIC winter boots that makes me chuckle to myself.
- If you’re a woman, wear a headband to work. You’d be surprised how many compliments you receive. Really want to up your game? Wear a new shade of lipgloss AND a headband. WATCH OUT WORLD!
- If you’re a man, wear a brightly colored shirt that you typically wouldn’t wear – again – you’d be surprised how many people walk up to you and say “hmmmm.. something is different today.”
- Attempt a game of Wii boxing before work. It’s hilarious and will get your heart rate up. Did I mention hilarious?
- Sing along loudly to a Billy Joel song (or Black Eyed Peas…. Or Lady Gaga – my 6 month old nephew LOVES Poker Face) while in your car and don’t quiet down or stop when you see someone watching. You will chuckle about it all day. Want to up your game? Wink at your audience and hold out your imaginary thumb microphone as if to say “Want to be my backup singer?”
We’ll get through it – seasons change. Jobs will get better. And if we can have a laugh or enjoy ourselves more in the interim I say – What do you have to lose?
Consider Me Your VERY own personal Jerry Maguire – Sans Tom Cruise
Recruiter. Headhunter. Staffing Consultant. Placement Specialist. Talent Acquisition and Retention Specialist. BLAH BLAH BLAH BLAH BLAH! Let’s call it what it really is – we are your Agent. OH YES – think Jerry Maguire “Show ME THE MONEY” Cuba Gooding yelling in the bathroom kind of agent. And no – I will not scream into the phone for you. I love you – but that just seems weird and it’s been done already.
I’ve realized recently that candidates typically fall into one of two categories:
- The first camp, we shall call them the “I don’t believe in your value” team – call Recruiters when they are in dire straits and send half-done resume updates/portfolio samples because let’s face it – they are at the end of their rope and don’t see the value that we (THE AGENT) can bring.
- The 2nd group, I shall call them the “I TOTALLY GET IT and will CERTAINLY partner with you to make magic happen” team – they are responsive, helpful, updates resumes AND portfolios accordingly and view us (THE AGENT) as a valued partner and resource in helping them secure their next engagement (I know – it’s not a movie but we can’t all live in the world of Mark Wahlberg and Rene Zellweger).
So the tough question (DUM DUM DUM….) – how do we shift the court of public opinion in group one to join the happily ever after of group two?
It’s simple – change the mindset. Build the relationship. Court a little. In this land of speed dating and internet match making – the same cannot be applied to creating a valuable agent/talent relationship. So let’s get back to basics people! Get to know one another and the things that make each member of the partnership awesome. And for the love of god recruiters – DO NOT EVER USE THE WORDS “TOUCH BASE.” Would you want your girlfriend/spouse/family to call to “touch base?” I don’t think so.
Want to see a grown man cry??? Take away his iPhone.
September 30th I attended MoMo Boston held at the Boston Harbor Hotel where there was the usual meet and greet of some of the finest minds in America but also a great panel discussion regarding mobile advertising, mobile platforms, the best types of phones, etc. Needless to say, out of a room of 200, there were probably 11 women. Oh well – it meant more white wine for me. And NO! I do not JUST go for the open bar – Jeez.
My reason for attending was compounded by the fact that one of the speakers was a young lad I watched accept an award with MITX for his brainchild – SCVNGR. SCVNGR is a revolutionary online mobile game for large scavenger hunts. Seth Priebatsch, the 20 year old CEO (dropped out of Princeton to start the company) fielded questions regarding the state of mobile along with fellow panelists from Getjar, Runkeeper, and Quattro Wireless.
The consensus:
- There are a LOT of mobile applications – some who last only days before being tossed aside by users.
- Mobile advertising is the future of the market.
- There are a lot of new styles of android phone coming out – 35 to be exact – but that means the need for strong UI/UX is HUGE.
- And the smart phone is here to stay.
Everyone is obsessed with smart phone technology. To prove this point – a lot has been written about iPhone addictions. There are even YouTube clips and hilarious blogs about it. However – I have first hand knowledge. OH YES friends. I have been given the “iphone shoulder.” Recently I was at a party and 4 out of the 6 participants in a card game not only sent continual text messages but all 4 whipped out their iphones to compare apps – this one downloaded a really cool way to scan his gym membership. And this one found a great way to keep track of his diet. ETC. ETC. ETC. ETC. ETC. All the while, none realized that they couldn’t even “unplug” for a 30 minute card game. Now if it was Monopoly, it could be forgiven. That game lasts for days!
Back to Momo: Worldwide there is some discrepancy regarding which platform is best. But the big take away – MOBILE ADVERTISING. I walked away from the event with some new knowledge regarding some AWESOME technology partnerships coming out – ie. You’re doing an online mobile event, and you haven’t eaten – well….. wouldn’t you know it. Your phone just sent you 3 restaurants within walking distance. GENIUS! Or you’re seeing a movie, and you use Goby.com to create your next adventure by quickly searching the vast expanses of the Internet from your phone. This could make living life spontaneously far more tolerable.
Did I leave feeling slightly less intelligent? You betcha.
Am I tempted to buy an iPhone – I plead the 5th.
Blue 32!! Blue 32!!!
- “The same things win. It doesn’t matter where you coach them. The game’s the same.” Mike DuBose
- “If you’re bored with life – you don’t get up every morning with a burning desire to do things – you don’t have enough goals.” Lou Holtz
- “Confidence is contagious. So is lack of confidence.” Vince Lombardi
- “You have to perform at a consistently higher level than others. That’s the mark of a true professional.” Joe Paterno
- “You can’t get much done in life if you only work when you feel good.” Jerry West
Recently in a role-play, during the critique portion, my facilitator pauses and says to me “Do you realize how often you coach during a recruiting call?” At first I thought “OH CRAP.. is that bad??” She assured me it was not and expanded by stating that by coaching – I’m adding value to the conversation, giving something to the candidate, and overall, building rapport, trust, and becoming partners in the process. And I realized – business coaching and sports coaching – potato potato. My forte is resume revision and portfolio review – I LOVE helping the talent create something that on paper – accurately helps reflect their work. Let’s be honest – you only get one chance to make a first impression.
How often are we recruiters/agents/head hunters out there “coaching” our talent. How often are we helping them realize their strengths, helping them realize how best to showcase those strengths, etc?
What are your best coaching tips/tricks?
As a talent/candidate, what types of coaching would you enjoy or would you find beneficial?
The Ringmaster’s on a smoke break…
Time management – oh the words sound so simple but are yet so darn tricky. How else are there several books, infomercials, classes, and seminars dedicated to this very topic? How often do we feel like the White Rabbit in Alice in Wonderland singing badly along to “I’m late for a very important date…” while frantically staring at our pocket watch? We learn and adjust to suit the obstacles we face. But every so often I can swear I hear the blare of the Ringmaster’s megaphone announcing me as the next act and wouldn’t you know it – I’m on the tightrope.
As many of you know I started a new job at a GREAT company and I have to say – I am probably the busiest at work I’ve ever been which is a GREAT sign for the market. And as many of you experience every day I usually have to periods of panic – typically 11am and 2:30pm where I am so amazingly busy that I feel as though I’m spinning plates – but they aren’t next to each other to allow for maximum spin potential. OH NO…. They are actually each on a different floor of the building. And the elevator is broken… and the stairs are filled with smoke. ok… The stairs aren’t really full of smoke – by law I would have to evacuate the building and wait for the go ahead to come back in from the fire department. But you get the jist.
Here are my 10 tips for managing your day and time.
1. At the end of every day plan out the next day. Sounds tedious yes but what time is better to figure out what you couldn’t get to today and what you should focus on tomorrow. And let’s face it you’re excited to be headed home so you’re usually in a good mood, more relaxed, and putting those tasks down for several hours from now isn’t so hard. Create a template, print out a copy every day and fill in the blanks.
2. Make your day manageable. Plan out time for each task. Do you have to devote time to training or is there something else you need to get done but can never seem to get to? Schedule it in and then DISCONNECT. Don’t read your email or answer your phone. Impossible you say? Just try it once. Trust me.
3. Put the things you like doing the least, first on your list and TACKLE them.. head on. The rest of your day will be a breeze without those issues looming over your head.
4. Always plan in 30 minutes to an hour for administrative tasks – returning emails, checking the status of a report, filing papers, etc. at the end of the day. It’s much easier to start your day and tackle number 3 if you’ve already gotten yourself caught up on the things that seem to take a long time while juggling plates. Trust me – if you try to file while plate spinning, it will take you much longer versus dedicating that time.
5. The things you don’t get to – move to the next day. It will get done. Now if it’s an urgent matter and your boss just said “Bob this needs to be done in an hour”, please don’t print this blog and hand it to him and say “I’m sorry Sir but The Headhuntress told me not to.” 
Case by case basis please.
6. Take a BREAK already. It’s a proven fact that people who do not take a few minutes for themselves to move around, get some water, grab a smoke with the Ringmaster, etc. are less productive overall. It’s ok to walk away for a few minutes and let me tell you – that 5-minute breather will add a lot more productivity on in the end. I schedule in a 3pm peanut butter cup break every day – boy do I look forward to those.
7. Multitasking is no longer viewed as awesome. To a lot of employers multitasking simply means doing a few things half as well as you would have if you devoted your full attention to it. So schedule it out – 1 hour of phone calls, 1 hour of research, 1 hour of (insert task here) – versus trying to do it all at once.
8. Stick to your plan. Perhaps enlist an office buddy who is also trying the planning strategy and play police for the other.
9. Schedule out of office appointments first thing in the morning or at the very end of the day. There is nothing more difficult than getting back from a 1pm appointment and trying to refocus and get back on track.
10. Write it down!! How often are we scrambling to get a few things done at the end of the day that we forgot to do earlier – if you write it down, it’s much easier to tackle, remember, check off when complete, etc.
In our pursuit of work, life, balance we often become overwhelmed by the pure amount of work we have to do. I liken it to tightrope walking and plate spinning but overall the message is still the same. If you’re overwhelmed and often hallucinate the sounds of the circus (you know the song I’m talking about) and there aren’t just enough hours in the day – try managing your time differently.
