Why EVERY Business Should be Using AI with Kate Obert
20 Apr 2023 · 36 min
Kate Obert and Jim Carter III discuss how businesses can use ChatGPT for branding and growth. Kate shares her approach to personalized business cards and brand experiences, while Jim explains how to optimize AI prompts for better results.
You have the best marketing research tool ever. Even better than like other market because you know, so then I can say what are keywords for this person? Add the keywords in there, here's what you should include in your blog. And then so there's even like PR topics. Okay, so this is what, what are some PR topics we can put in a media kit for them that they can have as prompts to give other people to be on podcast to speak. And I can add that in there. And that's been so amazing to be able to provide so much more value because I have this tool.
What is keeping you from growing your business to the next level? I'm Jess Burgio, one of the hosts here for Fast Foundations, the podcast. Between the three of us, my co host Jim RT and I have grown several businesses scaling beyond seven figures. And you know what? Not a single one of those businesses came with a blueprint. For years we poured time and resources into our businesses from salons, tech companies and product based businesses navigating success and failures on our own. For all of us though, it began to change in 2019 when we found a community of like minded entrepreneurs and industry leaders to mentor us. That community was Fast Foundations. Just like the mastermind, we're bringing on experts and having discussions to give you tips to not only improve the foundational skill sets you need, but to also fast track your growth. We'll dive into the core pillars of what will make your business succeed. Whether you have a brand new idea that you're looking to turn into a business, or you're already a successful entrepreneur looking to scale, this community is here to take you to the next level. Let's dive in.
Hey everyone, this is Jim Carter and welcome to the Fast Foundations Podcast. I'm here in person with our new friend, Kate Obert, and we're trying something different. For those of you that have been following along, you know that we are at our retreat here in beautiful Cabo San Lucas, Mexico, and we set up this extra room to allow for our members and people who joined to be able to record some content. And we wanted to do that too. Now one thing that I'm going to be doing now because of a lot of demand is recording a lot more solo episodes and starting to go into tech details about how you can use AI to both benefit your personal life as well as your business life and to just try to find more creative uses of technology so you can just thrive. And I thought no better way to start that than by starting to have that conversation with A real life application. Kate and I were talking the other day when she got here at the event, and she was telling me about this really cool way that she was using ChatGPT to be able to serve her clients, and she has a tangible result of it. It's really cool. I'm excited to show it to you. But she ran through it with me, and I was like, we have to share this with everybody on the podcast. So, Kate, I'm so glad you're here. Welcome.
Thank you. This is so fun. Thank you for the opportunity. And I mean, this backdrop is just wild.
Yeah. Behind us is just the beautiful Pacific Ocean. It's super inspirational. And we thought there's no better way to kind of integrate life and business than to just start doing it. So that's why we're having this. That's why we're having this retreat. But, um, let's just dive right in. So first of all, please tell everybody what you do and how you do it.
Okay. So my name, as he said, is Kate Obert. I am a chief brand officer. So I work with founders to and executives, people with personal brands, to then leverage their personal brand. And specifically, my clients are coming to me when they've built their business and now they're wanting. They're multifaceted, so. So whether they want to get into speaking or they want to reposition themselves as a consultant or what have you, they need to leverage their brand, their personal brand. So I'm here to help them figure out what their style is, what their identity is, and then work through my, like, three components. So digital, the cohesion across all of the channels, your website, socials, in person. So I'm a stylist. My background is fashion. And so bringing that element into how I help people strategize with their brand and what they wear, how they show up and then environment. So even, like, what we're doing here, it's how do you integrate your life and business, putting yourself in the places that keep you keep your energy really high and aligned and high vibe. So just the whole 360 approach with working with clients, it's super cool.
And this is why I'm excited to share all this with everybody. And the whole point of this episode is we want to. We want to highlight a really creative use case that Kate came up with. And we're just going to jam out on it and figure out ways that not only can you take what she's learned from it, but we can also just experiment. We can see how this can be more incorporated into your business. Yeah, so let's just dive right into it. So first of all, why don't you show everybody. So again, if you're watching this on YouTube, you can see this. If you're not, jump over to YouTube.com fast foundations and you can watch it. There's. But if not, we'll. We'll have all your socials on there, and I know you can post about it, so everybody can check it out there too. Show them what you built.
Okay, so a little background. I. So in branding, obviously, the typical thing that people think of when you hear branding are the assets that come with it. Obviously your website, your socials, and the collateral. So things like business cards. And for the longest time, I was like, business cards just seem so outdated. You know, do you do QR code? How do you make them more experiential? How do you make them more unique? And really, just how do you make them more on brand for you? And I have. And I live in la, so I'll go to different rooftop places. And I have been asked more times than I expected. Do you have a business card? I'm like, okay, like, all right, I'm going to Cabo. I'm meeting people that I've never met before. I should have some thing. And so I was thinking about, like, what's on brand for me. And a huge part of my brand is creating experiences and creating full sensory experiences as well. And so I got to thinking, I was like, all right, maybe some kind of business card. But, like, it's got to be bougie. It's got to be, you know, something that is a conversation piece. Because how many times do you get a card and you're like, okay, you know, or you just leave it at the restaurant, Right? So what I did is I was like, I. I just need someone to brainstorm back and forth. And we all know that entrepreneurship can sometimes be lonely, and we don't have that back and forth with people. And so I had been using ChatGPT for some other things in my business and we can get into later. But I was like, all right, I'm just gonna open up, see what happens. So I opened it up. I just typed in. I was like, all right, this is what I do. And I just brain dumped everything. I not trying to be eloquent about what I'm saying. I just said, this is what I do. This is what I want it to be. Blah, blah, blah, blah. Gave all the details, and I was like, what would, like, a business card be? Or some type of experience that I could create. And after a series of responses, because anytime I get a response, I'd be like, what else? What's another? What's another option? And so then one of the responses was conversation color palette. Because at the time they, they were. Or chat gbt, however you want to call it, was leaning a lot more into the creative side of the stylist part is like you could create some kind of like pop up wardrobe, just like wild ideas, which is great because it starts, you know, getting you thinking. But then I was like, it needs to be a little less create, not creative, but a little less fashion stylist, Vibey wardrobe, clothes, little less that. So when I said color palette, I was like, okay, I could run with this. So I'm thinking about, okay, there's a business card color palette. What do you do? Oh, so then I thought, nail. I love getting my nails done. I love the idea that you have each nail polish has its own quirky phrase. And that's how from a brand perspective, you get drawn to wanting to by the nail polish because it represents. Exactly. And so I was like, well, what if I had the color palette and it was named some fun thing? And then I was like, okay. And I'm very much into energy and vibes. And that's the whole thing of being in alignment with yourself to create, you know, to keep you high vibe. And that was part of the thought process. How do I make some type of experience? So anyways, I go into chat GBT and I'm like, all right, I put together a bunch of color palettes because I love doing that. So I open up canva. I create a. Just a template of five different blocks. And I created color palettes. And that's super easy for me. And there was some where I was like, I need that fifth color. So I actually went into chat GPT. I was like, here are the hex codes I'm using. What would be, you know, comparable or complementary. Excuse me, colors to put with it. Because, you know, with design you need the tonalities to match as well. So it spit out hex codes for me. I was like, okay, let's try this and this. And then I'd be like, oh, that's it. And then now I have on Canva, I have the different slides. I have all the color palettes created. Now I'll go in and say of a color palette that has greens and blues, sometimes I'd add this specific hex code. What would be a name for this color palette? And then it Would spit them out, and I was like, make it more tropical. Because, yes, we're in Cabo, but that's very much my brand, as you'll see. And so it would spit it out more tropical. And all the words I would. Sometimes it would be spot on of the actual phrase, but other times it's like, I like this word. I like this word. Done. So then I created the names of all of them, and what I would do is, once I got the names, I would look at all the colors, and intuitively, this is where, like, my expertise comes in, is what matches. So one of them was, like, tiki time. So I, like, went in, and obviously, that's not going to, you know, be all, like, blues. So I found one that I created, and it has, like, browns and red, and it. It has that vibe. So after I have them named, then I'm going in, and I was like, what else could I do to make this more. I don't just want to give someone a card. It's a color palette. Cool. You know, one thing that I like to do in my brand is think about the experiences that I've had in real life and how can I bring them into how I work with clients. And one of the things that is very much true to my brand, what I like to do, is go to music festivals. And there's this one experience that I had where a guy came up to us, and if you're familiar with electronic music festivals, it's all about the experience that you can provide for someone else and these connections that you make. And he came up to us. Never seen him before. He just came out of nowhere, and he spread cards. Right. So just like. And that's what gave me.
These are the physical cards?
Yes, these are the physical cards. And this is what gave me the idea of how to provide the experience. Now that I've created these cards, what do I do with them? Am I just gonna, like, hand them? No. So. So thinking back of this experience, he came up to us and spread the cards, and we had to choose one. And on the flip side, it was an affirmation. So whatever affirmation that we pulled was meant for us to have from that night. And he just, like, disappeared off into the night. Now we're friends, and it's, like, an awesome thing. But, yeah. So that's what really gave me the idea of. All right, I have these cards. They have a color palette. They have a cool name on it that's just fun and inviting, and there's a vibe that you want to tap into. And then I also. Just to be more on brand with the full sensor experience, I have a QR code on there that goes to my such a vibe playlist that someone can, you know, listen to whenever. And also has the quote, be the energy you want to attract. But so the whole. When I go up to people that I'm, like, talking with and I was like, oh, I have something for you. And so spread out the cards.
Pick a card right on this side. It's her brand, it's her name, and.
It'S the aesthetic that I use. So this dark palm print I use everywhere, it's very much me. It's one of my silent ambassadors. It's so it's very representative of who I am. And then also has my information, of course.
Right. So obviously they know how to contact you.
Yes.
Like, it is a business card, but it's very much your business card. And it's almost personalized to me, even though.
Exactly.
I don't know what it is yet. Which is kind of cool about this.
And it's showing the other person a how intentional to details I am, how I create experiences within my brand and what I can do for them. This is something that I've thought about very much of, how to create something unique for me. Because a lot of times in. In brands, it's the same thing. It just has a different logo. So it's this curated experience. So there's many layers to it right now.
This is where it gets fun. On this side, you can kind of see just the colors here. And it's got the palette that she put together that you talked about, which both Canva helped you with, but you filled in the blanks with that.
Yeah, that's part of what I do with clients. So, like, creating color palettes I can do in my sleep, right? Yeah.
But this, like, what one thing you mentioned was, like, you're kind of blocked on, like, finalizing it. You're able to use AI to help fill in the gaps.
Yeah.
This one's called Azure Dreams. And then it says a world of endless possibilities. Right. And then it's. It's got the quote that you had, and it's got the QR code here, too. So what was really cool about this, and I can't remember the exact one that I grabbed from you yesterday, but it also. It just. It had a totally different feel to it, but it made me think about, how does this feel today versus how did that feel yesterday? Not everybody would get two business cards. But the difference of A day can make every difference in exactly what you do. So what I really loved about this was it's such a creative use of not just technology helping her, but her being able to use what she knows to be able to move that forward and beyond brand. Yeah, but allow for AI to help, like, fill the gap.
Yeah.
Because one of the things I teach about ways that we can use AI is to give you no excuse to hit go. Or if you feel blocked, allow it to help you get a little bit further.
That was the biggest thing because like you said, when I was blocked with colors, I if for some reason it was always easy to get to four colors. And it was that fifth one where I was like, I don't know what to do.
And how often does that happen in everything? Right. We're, we're trying to write a five paragraph email, but we're stuck on the third of the fifth, like, how do I fill this? Or I need five more bullet points of something that I'm already working on and I'm just stuck. It's the writer's block, the creative block, things like that. So my idea here was I wanted to just jam out with you and think about more creative ways that you could have gotten to this answer quick.
Yeah.
So a couple of things that I caught originally in your story, which was awesome, was one, you weren't afraid to try something new. Right. You just said you can create these color palettes in your sleep. That's fantastic. I think everybody here who is an entrepreneur who has a gift, they can do what they do best. But at the end of the day, there's a diminishing return on how creative you can be on one single task before you feel like you've exhausted those options and now your mind goes to other places. You were able to use tech to get creative, but it took you probably a little longer than it had to because you're still learning the prompts and the ways to ask it. But one thing I loved about what you said was right in the beginning, you trained it, you were telling it things that you loved. Explain a little bit more about some of the things that you fed it in the beginning. Maybe we can find a way where you actually, the next time you do it, it'll actually almost be ready for you.
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Yeah.
Tell me a little bit more about the things you trained AI with in order to give it an answer.
Yeah. And it also goes to things that I've said to it and trained it before this as well because I would play around with it and I have a hard time writing. Cause what I do when I sit down and write is I'm trying to get it perfect the first time. So I'm trying to make it concise, I'm trying to make it eloquent. And then I just get like stuck in my head. So that was the beauty of brain dumping. This is what I do. This is how I work with clients. Just like little things of like I help them find styling for Mastermind. Like a lot of them will come to me and saying, hey, I'm going to a Mastermind event and I don't know what to wear. Here's our itinerary. Okay, cool. So I'd write that in and I would already be telling it the minor details of what I'm doing, not just the macro details. So it already had those type of things in there. And same with like I also do strategy calls. How to position yourself, how to rebrand yourself, how to do that. Like all of these things that, you know, if you brain dumped. This is what I do, just so it knows you. And then that's when I would go in and say, now that has more of those prompts of this is who Kate is. This is what she does. This is what she likes to do. This is kind of. So at one point I'd be like, I need a bio. So I like wrote all of those things in. And then I was like, ugh. It's not. It's like, make it a little bit more like Vibey and energy focused. I didn't know if it was going to know what Vibey meant. And it came back. I was like, okay, I need a little bit more business, like marry the two. But it already had those prompts in there, so it already knew that I'm this mix of vibe and energy. But also logical business tactical strategy. It's this marriage. So because of work that I had previously done, I just put it in the same. I didn't open up a new chat. I kept it in the same one. So it already had the previous knowledge.
Yeah. And that's key because especially with ChatGPT, you have the ability to start fresh or you have the ability to resume. So one of the really great things here, and this is the key to this particular learning, is that when you train it, you get a better output. A lot of people just start chatting with it, and it has no idea who you are. It has no idea what you do. You say, if you would have went in, for example, and you said, give me some color palettes that match this, it may have done it, but it wouldn't have the same feel because it doesn't know how to contextualize and pull it all together. What I love about the way that you want to route it is you started by teaching it what you needed. Most people skip that step completely. They go and they treat it like Google and it has a lot of that information, but only until you can customize it or personalize it. Think about the way that Google responds with search results once it knows your preferences, versus if you do it in an incognito window. Yeah, it's very similar with AI. So I applaud you for taking that step and starting to think about it. And now I think the way that it can just be incredible for you is if you continue to learn how to expand on the prompts that you give it.
When I listen to your Podcast on that. That's what really opened my eyes. I listened to it on the plane here. So I had already had these created and I've just been really intrigued with the use of this based off of other things that I've been using with it in my business. And the way that you explained how to. Or it's a prompt. Is that how you call it? It was just mind blowing. I was like, oh, my gosh, like, I can be more efficient with this.
So, like, yeah, and that's the, that's the point of this chat is how can we find more efficient ways to do what you're already doing, but to save you time, to save you like the back and forth or feeling like you have to start over. So a couple ideas I have for you, if you're willing.
Yes.
Is first of all, you did everything right to start. Yes. You were willing to try it. You jumped in, you said, okay, I really, I have this idea and it's maybe halfway there, part of the way there, but I need to see something to kind of. To visualize it. What's really cool about the way you approached it was you started with learning first. So what I would encourage is the next time you want to do something creative like this, be really particular in exactly that style that you wanted to come back with, train it with the most specificity possible.
Okay.
So one of the things you mentioned, and please correct me if I get this wrong, was some of the responses it gave you originally were like, it felt like the wrong vibe. For example, it was giving you more stylist type of creativity. You can give it inclusions and exclusions. So I don't know exactly what you put in when you were first telling it, but you can say, only act like a brand designer. Do not talk about interior design. Do not talk about natural design. Don't talk about color theory. Like, don't even go that far. I just want you to think like a brand designer. Don't think about user interface, any of that. And what it'll do is it actually will just remove all of that from its response abilities. So you're, you're cutting a whole step out of getting responses that may not be exactly what you want. The next time you train it, you can start with act like a creative brand professional. Act like a brand designer.
So what I have to rebuttal that. Well, let me do this one first.
Yeah.
My immediate response is the reason why I don't want to do that is because part of who I am and part of my brand is to borrow things from other industries of other strategies and then bring them into this. So I feel like sometimes if you're going to go with act as a brand designer, I'm going to get the thought of every single other person that could potentially do this. You're going to have that. Those parameters of that. So it's a good thing. But also I like the fact that I could get something to. I love a good plot twist. So I like that I could get something that's more tech focused and then have it juxtaposed because that's a big part of me and my brand with the tropical vibe. And it's like totally not what you would do. Maybe it's like tech time versus tiki time or tiki time or something like, you know. But my question is when you have a new window, if that's how you call it with ChatGPT, you know how like you go in and if you have like the new one, they'll list on the left hand side each new one do. It starts fresh.
Yes.
Okay, so I think would be interesting is almost like a B test it where you have the parameters but then also no parameters and kind of like see, that would be so interesting.
So I can give you the cheat code there.
Yes. Okay.
Which is the more specific you are to start, the more explicit the answers will be you receive. Okay, so if you just want to get to the answer, the the more narrow you can, you can focus to start. It'll get you to where you want to go, but there will still be surprises along the way. The question is how many surprises do you you want? Yeah, and I love what you said about being able to borrow and be inspired by other things. So what you can do is you can say start with the narrow focus and say act as a brand designer. But you can include your client profile. So here's a way to think about it. Let's say you're helping me with a brand refresh. You can say here, chat GPT, act as a brand designer where I am an expert in in brand color and experience. My client is a technical expert who loves to talk about artificial intelligence, optimizing your life, optimizing your business and works with entrepreneurs of all stages. Give me ideas in this form. Right. You're basically storytelling what you were going to do anyways. And this is no different than if you were just brain dumping, like getting everything out of your head. And it gives you this innate ability to be able to put it down in one place but then have AI come back to you with ideas. So now it's going to take as much information as you give it. And by the way, you can throw in all of that extra training. You're starting by training it with what you know and then you're really narrowing that focus. So I'd like to think that the results are going to be more grays, more deep blues, more. More things that help you kind of evoke that. There's a technical feel. But then you can do the same and you can say my client lives on a tropical island. Like what would you come up with? And we're probably going to have similar ones to this.
Yeah.
Where they're brights and they're greens and turquoise. So there's a lot of ways to do it. And the beauty is in there is no one answer.
Yeah.
But what I found is you get a stronger and a more explicit response when you narrow that field down to exactly what you want.
Yeah.
And that's why the better you get with the prompts, the better output you're going to get even that much faster.
Yeah. And I think when it comes. So thinking about how I use it currently in my business is I think when it comes to something like this where it's very creative, I would definitely do like a 2 because I don't care how long it takes me because I want to, I want.
It's the creative process.
Right. It is the creative process. But, but so when I work with clients and it's this first initial, what I call my VIP intensive, what I used to do in two months, I now do in two weeks. But it starts with a two roughly two hour call with my client of like getting to know them. I record it, I don't take notes and then I'll re. Listen to it so I can watch them and find all the little nuances and take notes and stuff. And I transcribe most of it. Right. So how I've then used. And then I create a very comprehensive brand guidelines for their personal brand. How I started using ChatGPT is to. I have the ability to add so much more value in their guidelines now because like I said, I'm not, I'm not a copywriter. I don't pretend to be and I'm okay, but I know what needs to be said, not necessarily how. So now that I have all the notes, I know exactly how to position them, I know exactly what to do, I know exactly what to say. But I will go into ChatGPT and I will write everything about that person so they have the Knowledge of this is who this person is. Write me a bio, right? And then I will go in there and say, I needed a little. I'll tweak it. I need a more this, less this, whatever. And when I am. And it's still their words and it's still things that I. And I have obviously final say, right? Like I know what needs to be in there, but they're helping me write it. And so then I'm also able to add in a bio for them. So. And we talked earlier on a different podcast about how it's hard to know what you know, what you do so well, but it's hard to see the forest through the trees, and it's hard to know what you do, which, which parts of what you do are the most impactful that people. It's almost like the lead in, right? Like, I do so much more than just the fashion styling, but that's usually like the lead. And everyone's like, I, I need better style. I don't feel good about this. And then it's this whole process. But what is that for, you know, for you? And a lot of times that's hard to figure out. So that is the nice thing about using ChatGPT and being able to like, maybe able to provide that bio for someone, because I know based off of what they do is the most important nuggets that other people need to hear. But I now have a tool that can write it eloquently. And then I can also say, so what I'll do is I'll have, here's a paragraph. And for different ways of printing, so sometimes you need a longer paragraph, sometimes you only need a sentence. I'll be like, say it in two sentences. Say it, distill it down to three words, you know, and I can add that in their guidelines for them. Even keywords. That's the best thing of, like, you have the best marketing research tool ever. Even better than like, other market, because, you know, so then I can say, what are keywords for this person? Add the keywords in there. Here's what you should include in your blog. And then so there's even like PR topics. Okay, so this is. What are some PR topics. We can put in a media kit for them that they can have as prompts to give other people to be on podcast to speak. I can add that in there. And that's been so amazing to be able to provide so much more value because I have this tool and it's just, it's been, it's been blowing My mind.
That's the fun of it, right?
Yeah, that's why it's been so much fun.
Yeah. So I love it. So now to make this a little bit more actionable for anybody listening can put it into their own business, I want to ask you a two part question. One, what was your favorite thing about this process that you just went through? Doesn't matter what it is, but what, what was the thing that you had that aha moment with AI that you were like, oh, I could use this for my business in other ways and then maybe we'll just round that off with for somebody else who's doing it for their business. You being a creative, is there a creative use for AI that you think could help another entrepreneur?
The first thing that comes to mind is that get out of your own head. Like that's what gets me stuck whether it's creatively or not. Like I, it's like these limiting beliefs that you have. I am this person, but I'm not a copywriter. I'm not this, I'm not that. Like you have the tool to have someone help you, someone, something, however, whatever you want to call ChatGPT but like to help you, like you said, not get stuck. And the best part is even if you're stuck, you just say the stuck things that are in your head. Like those like phrases that keep circulating. Like if I could just figure this out, you can literally write that I am stuck here. I have no idea what to do. Like it's almost like diary entry to some degree. And I think that that's been, that was my aha moment where I have so much swirling in my head always that I don't have to come to it having anything make sense. I can come to it with fragments of a little bit of what? Like you said, you don't have to have it all figured out. And so that was the biggest aha moment for me is that I don't have to make it any dialed in at all. I could just have from one sentence to the next. They have nothing to do with each other but everything to do with each other, but I have no idea what to do with it. And you just let it flow.
That's great. Now with that, if somebody's thinking about using AI for their own business or maybe they're, maybe they're similar to you or they're, they're completely different. What's one thing that they can learn from your story here that would help them just in their business?
I think using it as a conversation go into it. And if you're struggling with your brand of, you know, your story or the things that represent you, use it as a journal entry. Just write what's in your head, Say, this is who I am as much as you can. And just then ask questions so they. So it learns you. And then ask questions of, what do you think would be a color palette that best represents my vibe? And then once you get it, it'll spit out, like, hex codes or general. That's the thing. It'll say, like, maybe greens or this type of green. And then say, can you translate that into a hex code? So then you can take that into canva and see what that actually is. And it's just the prompts. It's a starting point where it helps you see what that is. But I think the biggest thing that people get stuck on when it comes specifically to branding is how do I represent myself in a cohesive way? That's been honestly the theme here for this trip that anyone that I've talked to is I am now at a point where I have my business dialed in, but I'm wanting to leverage my personal brand. But I'm all of these different things, and I hear that all the time. How do I do that cohesively? So ask ChatGPT. You know, say, I do this, I do this. I do this, I do this. How does this connect?
Give it an idea.
Yeah. And let it go with it.
I love it. That's awesome, you guys. Thank you for joining this one. Like we said, this is a new idea. This is a way where we can start to dive into real businesses, real challenges when it comes to business building, and just find new creative ways to be able to overcome them and move forward with it. So if this is helpful, please let us know in the comments. Shoot me a DM and just let me know what some of these topics are that are on your heart. If you would like to join me on the show and be able to run through some things like this, shoot me a dm. Let me know. I'd love to have you on and we'll just continue to learn as a group. Kate, really grateful for you. So glad you're here. Thank you for joining us with the retreat. Where can Everybody find you?
Kate.obert on Instagram and then kateobert.com Very easy.
Right? Thanks, Kate. Thanks for being on the Fast Foundation's podcast. Until next time. See you guys soon.
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