​​​​This blog was launched on December 29, 2004, which means it just
turned one year old. So allow me to wallow in a bit of reflection,
please.

I’d delayed blogging for a long time, because I’d
thought that to be taken seriously, a blogger needed to post daily. I
even tried to organize a group of non-blogging marketing pundits to
each take a day of the week in a communal blog. That effort went
nowhere, but I think at least three of us now blog regularly. Once I
realized that many bloggers post once a week or less, I knew I could
handle it.

I started the blog with a few agendas. I wanted to:

  • Create a platform for my ideas and rants, of course
  • Open a doorway to a syndicated op-ed newspaper column (a dream I’ve had for decades) Support the Business Ethics Pledge campaign
  • Become more widely known in the worlds of business ethics and progressive politics
  • Develop new readers who would then buy my books, subscribe to my newsletter, etc.

    And
    in fact, in the spring, I went through my blog entries, selected seven
    or so, polished them, and submitted them to four different newspaper
    syndicates–all of whom turned me down. But I’ll keep trying.

    The
    blog has veered away more often than I’d have expected from what I’d
    originally thought of as its core topic: business ethics. But I already
    have a platform to talk about that: my newsletter, Positive Power of Principled Profit.

    It’s
    also hard to tell what impact it has, or where people are learning
    about it. I get very few comments, and many of them are from people
    I’ve steered to the blog via a post to a discussion list or one of my
    newsletters.

    So, this year, one of my goals is to build more traffic to the blog, which will be mirrored both at blogger.com and on my own PrincipledProfit.com site.

    There
    have been a few signers of the Pledge that I believe found me via the
    blog, and a few useful contacts. Hopefully, over the next 12 months,
    I’ll be able to know for certain that the blog is helping to shape the
    discourse.

    And meanwhile, there’s revamping the PrinProfit site,
    hosting my radio show (which I hope to syndicate as well), getting
    publicity for the Pledge, selling more foreign rights, and tons of
    other stuff. somehow, I find time to do at least some of it, between
    client copywriting and consulting projects.

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    Nuclear power plants cause great risk, and the industry actually uses more power than it produces. Read on:

    My first exposure to the nuclear industry was in 1972 when Con Edison proposed to build a nuke 2 miles north of New York City’s northern border and 3 miles north of where I was living at the time. We raised the issue of thermal pollution (yes, a contributor to global warming), and they caved almost instantly. Two years later, I found out why. I did a college research project on whether nuclear energy was safe and what I found scared me deeply. And five years after that, I wrote my first book (co-authored with Richard Curtis and Elizabeth Hogan, who had written one of the books I read for my college project)–on why nuclear makes absolutely no sense as an energy alternative.

    Before I tell you what I found out, I want to say again that no environmentalist I am aware of recommends switching to coal. There are far safer and cleaner alternatives, including the sun–which could meet all our energy needs just by itself–as well as wind, conservation, and many other options. Just like nuclear, coal is a devil’s bargain–but fortunately, it is not necessary.

    On to a few of the many arguments against nuclear power (there are a number of others, but these are the ones I find most perturbing).

    1. The need to completely isolate the stew of various toxic and radioactive wastes, all with different half-lives and corrosion factors–for between 100,000 and 250,000 years. To put that in perspective, the earliest known artifacts of human industry date back only about 25,000 or 30,000 years. The first cities were only 10,000 years ago. Yet we have the hubris to think we can not only build containers that will last ten times as long as recorded human ingenuity (and be immune to terrorism even though they’re a much easier target than the power plants themselves) but that the warning signs will not only be legible but still be understood. I am highly skeptical of that ability, and it’s an absolute necessity.

    2. The nuclear industry’s lack of confidence in its own safety record, in that it relies on an insurance program, subsidized by our tax dollars, and with sharply limited liability in the event of an accident. Those who support free-market capitalism should be appalled and terrified at the incredible threat to private property rights that this represents. Even the US government’s threat in the 50s to nationalize the power industry and produce its own nukes if the private sector didn’t step up was not enough to create the nuclear power industry. It took this law that takes both the power companies and insurance companies largely off the hook in case of an accident or terrorist attack. I do see that the most recent (2002) renewal of this barbaric 1957 law finally pushed the cap from the $560 million that was totally unrealistic the day it was written to some $9 billion per accident–still a tiny fraction of what could be ruined in a Chernobyl-like accident, and you can bet the power companies will be first in line to collect the few dollars available, leaving little or nothing for ordinary folks. The plants themselves typically cost about $2 billion apiece back in the 70s when most of them were built, and the replacement cost in today’s dollars would be much higher.

    3. The abysmal safety record of the US and Russian nuclear industry (France, as far as I know, has done a better job). There have been hundreds of minor but potentially serious accidents, touching, I believe, every nuke in this country. And there have been four major accidents that I’m aware of, within 20 years, one of which was catastrophic (Chernobyl, which removed much of the Ukraine from productive use and polluted the entire world–thank goodness it was not in a heavily populated area! Had that accident happened at, say, the Enrico Fermi or Indian Point site, or that nuke I helped to block in New Rochelle, NY, or the nuke that sits on the river just outside St. Petersburg–Russia’s second-most important city–tens of thousands would have died)

    • Enrico Fermi, near Detroit, Michigan, 1966
    • Browns Ferry, Alabama, 1975
    • Three Mile Island, Pennsylvania, 1979
    • Chernobyl, Ukraine, 1986

    Oh, and there have been a number of other fatalities. See, for instance, https://www.lutins.org/nukes.html

    4. We undergo all this risk *for zero benefit.*

    There is energy usage in fabricating and building and maintaining the power plant itself. There are energy costs in mining and refining and preparing the unranium and the fuel rods, and in recovering and reprocessing spent uranuim. There are energy costs in running the plant, and there are regular, heavy refurbishments necessary.

    What is usually ignored is that there are very substantial energy costs in dismantling and storing the used power plant (virtually the whole of the generation area and the cooling waters and all suitings etc) and the spent fuel which has to be monitored, kept cool and guarded from theft by – in particular – terrorists or Governments keen to join the nuclear weapon club.

    What he doesn’t say is that according to my research, counting the entire fuel cycle–mining, milling, processing, transporting the uranium, and then reprocessing the spent fuel rods–and not even counting the vast energy costs of decommissioning the plants at the end of their lives, the nuclear industry is a net consumer of power. Counting decommissioning and storage, it’s even worse. In other words, the nuclear industry consumes more energy than it produces! All risk, no benefit.

    In short: a whole lot of risk, no benefit.

    This is a stupid answer to the energy crisis, and don’t let anyone try to build a nuke near you!

    Note: for many provocative and mostly solution-oriented articles on energy, please visit the sustainability section of Down to Business magazine. There are a whle lot of ways to do energy that are nonpolluting, renewable, and thoroughly achievable.

    Shel Horowitz, editor of Down to Business and Peace & Politics, has been writing about sustainability and social change for over 25 years. Click here to learn about his award-winning book, Principled Profit: Marketing That Puts People First, and his campaign to change the world of business with an ethics pledge campaign.

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    I just got back from the twice-a-year Town Meeting in my small farm town of Hadley, MA, USA. Town Meeting is a New England tradition where the citizenry engages in direct democracy. Any registered voter can show up speak about any item on the agenda (one article at a time), and cast a vote for or against. The vote, in most situations, is binding on the town (sometimes the vote is only to put something on the next election ballot, and then it’s only binding if the citizens vote for it the second time.)

    It’s an imperfect and often cantankerous process, but it actually works amazingly well.

    Tonight, we finally got to vote on the town’s Long Range Plan: a massive document compiled over the last five years, with tons of citizen input including surveys sent to every household, numerous meetings, and so forth. And those surveys had something incredible like a 63 percent response, so this document really does reflect the people’s will. The town wants controlled, appropriate growth, in ways that do not throttle are already overcrowded roads, sewers, etc.

    Unfortunately, while we’ve been waiting for the plan, a whole lot of commercial and large residential development proposals have come forward, and they threaten to chew up our farmland–considered by experts to be the best in the entire country–choke us in traffic, and draw down our wells. We’re facing about a million square feet of new retail, in three separate massive projects, all within a half mile of each other–this in a town with fewer than 5000 residents, extensive existing mall development, and narrow two-lane roads leading through that intersection.

    I got up and made a passionate speech about my experience revisiting a town some 130 miles east of here after 28 years, and not even recognizing it in the acres of concrete and parking lots and big box stores and fast food restaurants and slow food restaurants. Then I asked that we send a strong statement by adopting the plan unanimously.

    Land-use issues have often been controversial in this town–but amazingly enough–I got my wish! I am hoping that this will prove a powerful weapon in the struggle to protect our town’s rural agricultural heritage. And that the people who live in a town have as much right to control its destiny as the out-of-town profiteers who try to squeeze our lifeblood away.

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    I was off on a road trip last week, and one of my stops was the Rock & Roll Hall of Fame, in downtown Cleveland.

    I’m used to marketing products, services, and ideas. The Hall of Fame markets an entire culture. Can I learn a few things from them and apply it to marketing the books, widgets, services, and opportunities that make up my livelihood? You bet!

    A few for starters:

    * If you want to market a culture, define it broadly. Rock, as the Hall of Fame sees it, goes back to the 1940s and continues through the day after tomorrow. So anyone under about 80 will feel that the museum has something for them.

    * Honor the contributions of others. One of the things that really makes the museum stand out is its emphasis on the trailblazers of folk, jazz, blues, R&B, gospel, and world music. Without them, rock would never have come to be. By honoring these pioneers, the museum has made itself accessible to several older generations, and let casual fans trace the music through its roots, so they gain a greater understanding of what makes this a music to take seriously.

    * Employ all the senses. Sound, vision, and touch are all part of the experience. I imagine they’ll figure out ways of incorporating taste and smell at some point.

    * Make it fun! And make it unique. You’d expect to see Eric Clapton’s guitar, Jimi Hendrix’s wardrobe. But how about John Lennon’s grammar school report card? (His teachers saw him as creative, but undisciplined.) Or a video clip of Bruce Springsteen saying most rock stars wee misfits in school.

    I’ll stop there. It was not only a wonderful good time, but it was professionally useful, too.

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    https://www.nytimes.com/2005/03/30/opinion/l30ethics.html? (you may need to register)

    Not that big a secret, actually: the letters column. Though the Times is notoriously fussy. With other newspapers, I have, typically, about a 90 percent success rate. With the Times, I’ve probably sent well over 100 letters in 33 years (most of them during the 1970s and 80s); this is the third success. The first was in 1972, when I was 15, and I got in a letter criticizing Dean Koontz’s support of Nixon’s Vietnam policy.

    This one’s on ethics. The one between was a comment on a travel article.

    Two tips:

    1. Well-argued controversy seems to be something they like

    2. Speed counts. I was responding to an article on page 1 of the Tuesday, March 29 edition. I submitted my letter around noon that day; it ran in the next day’s paper.

    The link above is what they actually ran, somewhat abridged, but with the wonderful slug, “The writer is founder of the Business Ethics Pledge Campaign.” and yes, this little letter has drawn quite a number of responses.

    –>Here’s what I originally wrote:

    “On Wall Street, A Rise in Dismissals Over Ethics” chronicles, somewhat dismissively, the spate of firings over ethics violations within the financial community. The article makes a case that innocents are being shown the door in a hurry for behavior that’s perfectly legal.

    The problem, though, is that big business has pretty much destroyed the culture of trust. Consumers are more suspicious of these large corporations than they’ve been in decades. Without passing judgment on the specific individuals cited in the article, I’d say that keeping a commitment to ethics means acting rapidly to prevent or deal with ethics violations as soon as they’re discovered. Whether termination was the correct response for these particular people, I couldn’t say–but the bank acted immediately, and that is better than the all-too-typical non-response we’ve seen in the last few years.

    Eventually, the public will simply demand higher standards of accountability. I’m hoping to foster that with an international pledge campaign around business ethics; I hope to make future Enrons and Tycos impossible. The campaign is hosted at www.principledprofits.com/25000influencers.html

    –Shel Horowitz, author, Principled Profit: Marketing That Puts People First, columnist for Business Ethics magazine, and founder, Business Ethics Pledge Campaign

    –>And this is what they actually printed:

    To the Editor:

    In chronicling, somewhat dismissively, the spate of firings over ethics violations within the financial community, you make a case that innocents are being shown the door for perfectly legal behavior.

    The problem, though, is that big business has pretty much destroyed the culture of trust. Consumers are more suspicious of large corporations than they’ve been in decades.

    Keeping a commitment to ethics means acting rapidly to prevent or deal with ethics violations as soon as they’re discovered.

    Whether termination was the correct response I couldn’t say, but acting immediately is better than not responding.

    The public will simply demand higher standards of accountability. I’m hoping to foster it with an international pledge campaign around business ethics.

    Shel Horowitz
    Hadley, Mass., March 29, 2005
    The writer is founder of the Business Ethics Pledge Campaign

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    A newsletter editor asked for favorite business books. And having created the list for him, I decided to share it with you. Listing my own two most recent books first is not a matter of ego; I actually do believe they’re the best out there in their respective subject areas (note that my other four books don’t make the list)–in part because my research and writing incorporated much of the best wisdom I found elsewhere (and I’m a voracious reader). I’ve written longer reviews of several of these (and others), one per issue in my monthly newsletter, Positive Power of Principled Profit. Archives are posted at https://www.principledprofits.com/subscribe-positive-power.html (scroll down about two screens)

    1. Principled Profit: Marketing That Puts People First
    By Shel Horowitz
    Numerous examples of the crucial importance of real, meaningful customer service–the dollar impact of doing it right–or wrong. Much practical advice.

    2. Grassroots Marketing: Getting Noticed in a Noisy World
    By Shel Horowitz
    One-volume course in every aspect of low-cost, high-impact marketing: copywriting, media relations, Internet, personal banding, and more.

    3. Love Is the Killer App : How to Win Business and Influence Friends
    by Tim Sanders

    Helping others–embracing the abundance principle–is a powerful way to grow your own brand–by a (young) senior Yahoo exec

    4. Hug Your Customers : The Proven Way to Personalize Sales and Achieve Astounding Results
    by Jack Mitchell (Hardcover)

    A business owner who’ll do anything for his customers–even fly across the world to deliver a suit! He turns clothing shopping from commodity to magical experience–and he is very well-compensated.

    5. The Soul in the Computer: The Story of a Corporate Revolutionary
    by Barbara Waugh, Margot Silk Forrest

    Barbara Waugh kept standing up for what’s right in her job at HP–and kept getting promoted! Shows how to be very ethical *and * make a difference in the world from within a major corporation.

    6. Sell Yourself Without Selling Your Soul : A Woman’s Guide to Promoting Herself, Her Business, Her Product, or Her Cause with Integrity and Spirit
    by Susan Harrow

    Excellent practical advice for dealing with the media without falling in any snakepits

    7. Winning Without Intimidation : How to Master the Art of Positive Persuasion in Today’s Real World in Order to Get What You Want, When You Want It
    by Bob Burg, Bob Berg

    A gazillion awesome strategies for de-escalating and turning conflict into agreement. Bob Burg has changed my life!

    8. The Book of Agreement: 10 Essential Elements for Getting the Results You Want
    by Stewart Levine

    A very successful lawyer explains why collaboration is better than confrontation in the legal system

    9. Co-Opetition: A Revolution Mindset That Combines Competition and Cooperation : The Game Theory Strategy That’s Changing the Game of Business
    by Adam M. Brandenburger, Barry J. Nalebuff

    The paradigm that the same businesses are sometimes competitors, sometimes co-operators, sometimes suppliers/customers, and sometimes complementors is extremely helpful in crafting an ethical approach to business.

    10. Cash Copy: How to Offer Your Products and Services So Your Prospects Buy Them
    By Jeffrey Lant

    Not necessarily the definitive book on copywriting, but the first I happened to read that explained why most copywriting fails, and how to create copy that works. (I’ve since read many others, including excellent ones by Joe Vitale, Ted Nicholas, Claude Hopkins, John Caples, David Ogilvy, and many more, but this one completely changed the way I approach client work. I read it about 15 years ago, and without it, I doubt I’d have a copywriting business today.)

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    Last summer, I launched an international grassroots campaign to prevent future Enron scandals by creating a mass movement toward ethical business practices. My goal: 25,000 business leaders signing an ethics pledge, and each agreeing to contact at least 100 others. (Bless their hearts, some signers have e-mail lists of many thousand, and have run notices about the campaign.) Together, we could create the “tipping point” to make business slime as socially unacceptable as slavery. Knowing that it took the Quakers 100 years from the time they began their campaign against slavery until slavery was eliminated in the US–and they had very little training in community organizing and, of course, no access to modern communication tools–I set myself a timeframe of ten years. As a volunteer, I’m doing this on essentially zero budget, other than paying for occasional bits of my assistant’s time to set up web pages, and a few dollars here and there for press release distribution. But then again, I’ve been writing about (and practicing) low-cost marketing for over 20 years, so that oughtn’t to be difficult, right?

    I knew this would be good for the world. And I also knew it would be good for the people signing, who could use the Pledge in their own marketing.

    What’s been pleasantly surprising is how in just these first few months, it’s already started changing the shape of my own business, and not in ways I’d have predicted.

    I did think the pledge would make it easier to get speaking engagements; so far, that hasn’t been true.

    But…

    * I’m in dialog with a very prestigious magazine in the ethical business sphere, which has contracted for an article. If they like my work, they’ll have me do that department every issue. While I won’t be writing about the pledge, my blurb will identify me as the author of Principled Profit: Marketing That Puts People First and the founder of the Business Ethics Pledge movement.

    * Several new clients and prospects have approached me, specifically citing my stand on ethics, and usually telling me they found me through a link about the campaign. At least two of these will be long-term clients who will generate substantial revenue in copywriting and strategic marketing planning projects.

    * I got an inquiry all the way from the Philippines about buying 500 copies of my book. Once again, the ethics campaign was a factor.

    So apparently, it really is true: follow your dreams, your loves, your passions–and our abundant universe provides for you.

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    In some ways, it’s an even bigger thrill to open a package and find copies of your book from another country than to get the finished books from the printer in the first place.

    It’s happened to me twice: several years ago, when I received five Korean copies of Marketing Without Megabucks: How to Sell Anything on a Shoestring–and the other day, when I got two copies of “Ethics in Marketing”–which is what Jaico, the publisher in Mumbai, India, decided to call its version of Principled Profit: Marketing That Puts People First. In a spify, hardcover edition, no less. The only other book of mine ever to be published in hardcover was my very first one, published in 1980 and long out of print: a book on why nuclear power is a horrible way to generate electricity.

    Unfortunately, I wasn’t that happy with the production *inside* the Indian version. Still, it means a great deal to a writer to be taken seriously halfway around the world, to have my ideas deemed worthy of widespread distribution.

    The book is also supposed to be published in a Spanish-language edition out of Mexico City–but I never count unhatched chickens, especially since Chinese deals for two of my books fell through late in the process.

    India seems quite interested in PrinProfit. I had the book exhibited at the Frankfurt Book Fair, and received six inquiries–every one of them from India. I personally think this book should do very well in Japan and Germany, among other places.

    Oh yes, and it’s really cool to be able to show off the Korean version of MWM. I can’t read the text at all, but they used the English-language samples I’d included.

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    Can one self-employed guy working from a farmhouse in Massachusetts actually have an impact on the way business is conducted in our modern world?

    Some people seem to think the whole Business Ethics Pledge campaign is misguided, or at best tilting at windmills. I can tell you this: It’s gotten incredibly positive feedback. The last project for which I’ve gotten so many thank-yous was saving our local mountain from a very poorly-conceived housing development, a campaign I started that involved several thousand people (I still get thanked for it, five years after the campaign started and four years after we won). That campaign confirmed the idea that one person can indeed make a difference, and that difference is most easily achieved if the lone individual joins with others into an organized force.

    I wrote my book, Principled Profit: Marketing That Puts People First, to help change the world’s attitude about business. And when I realized that the book by itself wouldn’t reach enough people to create the social change I want, the Pledge was a logical next step.

    The Ethics Pledge campaign doesn’t resonate with everyone. But it is deeply meaningful to some sectors of the business world, and at this point I feel an obligation to continue pushing the Pledge and everything it represents, both to attempt to actually accomplish its (admittedly ambitious) goal, and because I feel an obligation to continue offering support to those who’ve placed their trust in this campaign and who have helped spread the word about it.

    Since the 1950s, the concept of the “hundredth monkey” has been used to describe a paradigm shift that happens when a certain very small percentage of individuals shift their actions or beliefs–and then, like a wave, the new behavior or attitude spreads rapidly through society. Malcolm Gladwell calls that point of critical mass “the tipping point.” Usually, a movement starts small, builds for some time while nobody’s noticing (often in another culture), and then explodes into the public consciousness. We’ve seen it over and over again, in every sphere of our lives: politics, art & culture, and yes, business:
    # The Montgomery, Alabama bus boycott created the tipping point in national consciousness to begin the end of segregation, after 50 years of quiet behind-the-scenes activism in small groups.
    # The original Earth Day, in 1970, moved the consciousness of
    American society so that we began to pay attention to our society’s effect on the environment. But remember–Rachel Carson’s Silent Springwas published back in 1962; the nuclear test ban movement was even earlier.
    # The collapse of European Communism in 1989-90 probably wouldn’t have been possible without Prague Spring and the brave resistance to the Soviet invasion, two decades earlier.
    # Business innovations like Kaizen (continuous improvement) were based on the writings of Western business thinkers but pretty much ignored here at first. Bbut they were adopted widely in Japan, and brought back successfully to the US only after the Japanese automakers started cleaning the clocks of the American giants.

    Will the Pledge campaign actually succeed? I don’t know. 25,000 each influencing at least 100 may or may not be enough to create the “tipping point”; there’s really no way to find out other than to do it. And if it turns out that this relatively small group is in fact enough to change the business culture, and I had abandoned the quest before reaching that point, how would I live with myself? Just because it’s Quixotic, doesn’t mean it won’t necessarily work. I believe it will work, but I won’t know until the campaign is complete–not for quite a few years, at the current rate of signing. At the least, the campaign will be part of the necessary groundwork so that when the second wave arrives, the consciousness is ready to shift. At best, the first wave is already laying the groundwork, and the pledge will be a catalyst for that rapid change throughout society.

    After all, I’ve been involved in “impossible” movements my whole life. When I started in social change, segregation was a very recent memory, the war in Vietnam was raging, and Nixon was calling for 1000 nuclear power plants. Segregation, the Vietnam war, and the (extremely dangerous) nuclear power industry were all brought to a halt by the power of ordinary human beings working together. Some of them had greatness thrust upon them–but they were ordinary people nonetheless.

    I’m an ordinary person who happens to have a combination of organizing skills and marketing skills, and I’m willing to tilt at this particular windmill to see if in fact I can move it around on its axis. When the housing development on the mountain was announced, the experts all said “this is terrible, but there’s nothing we can do.” It was actually that powerless response, rather than the project itself, that inspired me to form Save the Mountain–I knew I could prove them wrong. I fully expected that campaign to take five years; we defeated the project completely in just 13 months.

    Too few social change agents have a long-term view, IMO. But let’s remember that it took 100 years from the time the Quakers set a goal of ending slavery in this country. They had no mass communication and rather poor organizing skills; with better tools, Lech Walesa toppled the Polish communist government in a matter of months. Ending segregation and the Vietnam war each took about a decade of large-scale public organizing, and quite a bit of small-group stuff in the decades leading up.

    Copywriter, marketing consultant, and speaker Shel Horowitz is the author of six books and publisher of five websites, five webzines and three ezines. His two most recent, Principled Profit: Marketing That Puts People First and Grassroots Marketing: Getting Noticed in a Noisy World have both won awards. He’s currently engaged in a campaign to get 25,000 people to sign–and spread–the Business Ethics Pledge:

    This article is copyright 2004 by Shel Horowitz. Permission is granted to reprint it in full and unchanged, including the bio and reprint permission, in any Internet, print, or e-mail medium for which no fee is charged. If you wish to use this article and charge for it, or if you’d like to make changes other than minor grammatical tweaks, please contact shel AT principledprofits.com

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