The Dealer Playbook
The Dealer Playbook

Episode · 4 months ago

Judi Fox: Become A Better Networker On LinkedIn


Judi Fox has mastered the ability to grow and monetize brands on LinkedIn. She's the founder of The LinkedIn Accelerator, a brand and video marketing strategist, and a public speaker. 

Judi joins Michael to share how car sales professionals and car dealers can leverage LinkedIn to grow their brand and business opportunities!

LinkedIn is rewarding active participants in its platform right now with exponential reach and visibility. Superstars like Gary Vaynerchuk, who by his own admission, "Day Trade's Attention," has made a strong push on the platform; an indication that you should too. 

Noteworthy topics from this episode:

1:32 - Are there any parallels between growing your brand on LinkedIn and your chemical engineering background?

6:10 - We all have unique skills we can really excel in.

10:20 - When you do X - Y happens or it triggers something.

14:15 - How do you approach networking on LinkedIn without desperation?

20:30 - CRMs are very under-utilized.

21:28 - What are the biggest lessons you have learned about LinkedIn and do they still hold true today?

25:14 - Build a network before you need it.

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Connect with Judi Fox:






Connect with Michael Cirillo:





...the car business is rapidly changingand modern car dealers are meeting the demand. I'm Michael Cirillo andtogether we're going to explore what it takes to create a thriving dealershipand life in the retail automotive industry join me each week forinspiring conversations with subject matter experts that are designed tohelp you grow. This is the dealer playbook. Mhm Good. I'm so excited to introduce you to afriend of mine who has mastered the ability to grow and monetize brands onlinkedin. She is the founder of the linkedin accelerator, a video andcontent strategist. She's a public speaker. She's appeared on hundreds ofpodcasts and linked in lives and facebook lives. She's joining me todayto share her wisdom about how you can leverage, linked in to grow yourpersonal brand or your business brand, maybe your network and of coursebusiness opportunities uh, judy axe, whoo! Thanks for joining me on thedealer playbook podcast, excited to be here. Okay, deal. I'm dying to know. Imean, I feel like we've done this before. We have a little bit of deja vu.Um, but this time with fast internet connection. Uh, you started your careerAs a chemical engineer back in the late 90s and I'm wondering just to kind ofkick this off in a different direction, are there any parallels that exist fromyour experience in that profession to what you're doing now on linkedin? Yes. The ability to see patterns. Sobeing a chemical engineer requires you to visualize molecules and reactionsand to see things that are unsuitable. Okay. And I do think the ability to seea piece of content out in the world and draw what I call parallels or modelingafter that success. How do you do that without copying that person, word forword. But how do you just model these patterns that you see online and unlockand reverse engineer why something works? And I love that because it isthe unsinkable, you cannot quite see why everything works, but if you havethat kind of mental space that I do, I can see things that I think areunsuitable. I love that, especially in this new world where everybody's amarketer or everybody has such abundant access to marketing data or things ofthat nature. We've kind of conditioned ourselves in business to think if Ican't immediately map or attribute this action to that outcome, then it mustnot be very valuable. So that makes a lot of sense. Did you always so so didyou always see it that way or is that...

...something you kind of developed overtime as you moved over to link things? I know You you talk about how in 0809the economic crisis kind of really transformed much of how how you worktoday and especially what you do for a living. I know what that time periodlooked like for me, Do you think seeing those, I guess intangibles helped youhave a leg up as you transition through that time into your profession andlinked in and if so how yeah, I was gonna say my networking abilities andseeing how networking, like we said, we can't, we can put it down on paper, somany people have a list of connections they want to reach out to or targets orideal clients. I hear that all the time I want to go after these ideal clientsit's uh and did, I think the best analogy potentially here is to thinkabout chest versus checkers because you can set up your checkers game and hopand get to the connection and the dots that you want to connect with and goover and make that plan of attack happen. But the chess game is way morecomplex, way more pieces weigh more, the way all the pieces move our waymore complex and I think the strategy can just blow your mind and that'swhere I think of networking and did I love playing chess, I loved it. I thinkmy first chessboard was, I don't know when back when I was eight or nine andnow my kid is nine years old and he is beating me in chess. So I think it'sjust, it's interesting because there's just some people's brains that workthat way. So when I in college I would interview for my professors, I wouldfind out which was the best professor for differential equations for exampleor which professor gave Like I would ask people literally coming out of theclassroom of a professor I would want for next semester and the moment theywere coming out of the classroom, I was number one, I'm pretty extroverted andable to talk to people randomly on the street. Kind of like, hey, I just sawyou exiting class number one oh one. Uh would you be willing to talk to me fora second? Like I was such a day, I don't know what to call it, but I justwas willing to put myself out there literally interact with strangerscoming out of a classroom to be able to ask them. What did you think? What doyou think of this professor? And then I would target them. Why would, because Iwanted great grades and I wanted great opportunities and that allowed me toget a scholarship to study in London and it's like uh my, one of my favoritequotes is you cannot connect the dots looking for it. I think that steve jobs,you can only connect them looking back...

...and everything is about all the dotsconnecting. It's a chess game out in the world and we're just playing in it.Now let me ask you this, do you think that chefs is something that peopleshould pick up and learn? Do you think it would help people in the businessworld actually understand what you've just talked about maybe to a differentdegree? I think so. I mean do I think everyone, everyone has such differentskills and that's what makes this world so powerful and why we don't all do thesame jobs and why I need an accountant that sees money the way I seepotentially networking. Like so do I think that I can see the financialworld the way I see networking just because I learned chess. No, I willadmit that and say that's why I'm not a financial advisor. I could give mybasic knowledge in my experience and then I went and found somebody innetworked to a good connection that could support that part of my life andmy business. So I'm grateful every single day that we have all the uniquebrains on this planet that we do because but I definitely think thatjust because we, because I think video games can do that for people. Peoplecan envision things and coordinate and I don't even understand it. So do Ithink they need to learn test? No, I think we have many skills, uh, sports.Um being able to see, oh my gosh, people who can play soccer and seemoves 10 steps ahead. Basketball, football, like bring up any sport atskiing, being able to move down the mountain, I just see all of this asconnecting puzzle pieces that our brains are not all wired the same andthere's so much value in challenging yourself in any of these areas. Uhmusic. I mean, come on, like arts, but yeah, I do think we as humans and Idon't know why I'm saying all this, but like we as humans just need to findthat we are unique and special in our brains and can connect that to work.And I think I did find a way to move from molecular molecules in chemicalengineering to human molecules of human connection and networking. And that'swhy I can see things, I can see chemical reactions in the air, likethis person makes sense to connect to this person because this will react andthis will happen. And I do think that does translate for why I was attractedto chemical engineering and why it actually works for what I do today. Ilove this. Um in particular, you know what you said, I don't know if it wassteve jobs or not, but I think it was yeah, so this quote of, you cannotconnect the dots, looking forward, everything that you're saying resonateswith me so deeply. I mean a simple example is this podcast. I get so manypeople asking me who are thinking about...

...starting a podcast or maybe a newbusiness venture or something. 22, you know, they really ask insights likewhat were you thinking when you got started? And the reality of it is I wasjust thinking about getting started. I didn't know until I saw the effect ofmy actions, what could happen from putting myself out there or building apersonal brand and probably in a similar way that a lot of people whoare experiencing success with your help on length in don't realize what willhappen when they begin, but you just kind of have to begin, I know on thetail end of it that as a result of building a podcast, like I'm not a chemical engineer, I'm asound engineer by trade, but I didn't, you know what you're saying about theebb and flow of and and seeing patterns. I just knew that if I could put valueout into the world and do my best to do that, that there would be the, that thelaw of reciprocity would take effect and in some way, shape or form, youknow, at the time I didn't think, oh, I'm going to be a speaker or whatever.I just, I just thought I enjoy this. So I'm gonna try and do the best that Ican add it and hopefully it helps somebody. But then realizing that ohthere is a pattern here that when you do x, why happens or it triggerssomething and, and I can't connect, I can't preconceive how that's gonna playout. I just know that something will play out. So let me ask you this, can Ijust before you ask me a question, I just want to like put a pin in the factthat you mentioned the law of reciprocity, I can't even say it again.Law of reciprocity atrocity? I have to say it with like fancy language. Umsome people are still like, I have to either explain it or show it in actionbecause you do see something that I think people don't always see. Which isthere is that law operating on this planet and until you see it in actionsometimes it's hard to trust something. It's like this nebulous. If I put thesetwo things together, they're going to react and create of C. But you can'tsee, see yet you can't see A plus B equals C. Because you've never done it.So does it work? You are a testament to. Yes, it does. And can you fine tune itto make it work better or easier or smoother or less of a kind of hustleculture because a lot of people are hustling for reciprocity pomposity andthey don't quite understand the law of it and I think there's nuance to that.So, and that's really cool because some, yeah, some people are like, but Ithought I earned it and they don't quite see, do you see what I mean,where that is the magic, we assume it's easy but its understanding these platformsand kind of how it does work and why what is social capital and what isinvesting in that law and what...

...decreases from that law and pulls andtakes out a deposit from that law of reciprocity atrocity, do you think thatalso feeds into this maybe sense of entitlement. I'm thinking about thewebsite boom back in the however It's been what 30 years, almost 30 years now,if I just build this website, they will come, if I just have this facebookprofile, they will come. If I just create this linked in profile, theywill come and then everybody gets discouraged and they go see it doesn'twork not realizing like you said that there is nuance to how you navigatethese these platforms And I love how you, I love that. I asked you aboutyour past and chemical engineering because I would have never anticipatedhow you actually tied that together. But it's creating such a valuablevisual in my mind. Well and I think what you just said, I am creating allthis value, they'll just come because if we have heard the word value in 2021.I'm Pretty sure I'm, I'm at about 200,000 times that I've heard the wordvalue. I don't know if it just took off during 2021. If it was like clubhousemeets value and dropping gems and the energy of the word value delivered,just deliver value. If you have ever gotten that advice and you literallythink you're going out and I think that's the pain point of sayingsomebody over here with the best heart, the best intention, tons of knowledge,tons of knowledge, tons of what value they can give to the world is huge. But they get zero likes and commentsand they're over here going, but nobody's seeing it. I just, I've gotsomebody over here getting 200,000 views and I don't understand why I canbarely scrape 100. And I think that's where we're kind of trying to closethat gap for some people to understand, it's not just giving value just for heyvalue or else everyone would get, be getting a million likes and comments.So let's bridge that gap. I mean you, you were not immune to oh eight, ohnine, the financial crisis. Many of us were, I mean I remember in a single daylosing like 30% of my business just vanishing and you're, you know, likewhat, but during that time you really realized for yourself, the power thatlinked in could have specifically in growing and building your network. Howdid you approach uh, networking on linked in without thedesperation or did you at first because I think to your point about value andeverything dropping gems and how people are approaching content creation,that's another word, we hear all the content, content, they're approaching it. You can sensethis level of desperation. I need this and I need an immediate return rightnow. So on the back of everything that we've discussed, up to this point aboutthe ebbs and flows, uh, and patterns...

...and how people actually move the chessgame of life shall we call it? How did you approach building your network anddigging in and realizing the power of Lincoln in particular during a timewhen everybody was really desperate. Yeah. So I, I wish I had this quote atthis time, but I was the actions of doing this quote. So the quote is gogive what you want to get, which feels really awkward. But if you aredesperately wanting something, you go give it now. What does that look likewhen you're trying to search for a job or you just got let go from a job? Sothere were kind of a perfect storm when I joined linkedin. So I joined linkedinOn February 9, 2009. I lost my job or at least I knew I was kind of in thatmix of losing my job right at the end of 2008, They did the layoffs in 2008.I made it through by the skin of my teeth. But I saw the, hey, we're gonnado another round and if you take a, what's that thing called? Like avolunteer, like you, we're going to give you these kind of bonuses becausewe then don't have to kind of like lay you off. Like it becomes this weirdbalance of what I called a, um, I took a temporary leave of absence. So Itechnically didn't lose my job, but I took a leave of absence for threemonths at the beginning and it got extended to six months and then I gotlaid off. So it's a very weird transition, but it worked out great forme, it worked out great for the company because they needed to lay people offand they didn't actually have to quote unquote, lay me off right that minute.So it was kind of like a good transition Transition for them. It wasa Fortune 500 company. I know exactly what day, because I know what day Ijoined linkedin because it was the day after my birthday and I booked a planeticket to travel around the world and I ended up, home base was in Germany andthen I packed up everything, got a renter in my town house and traveledaround the world in 2009 I think, is that even before Airbnb s it was suchan interesting time to try to find. Like I found things through craigslistand through, I mean, and now we look at craigslist like what, But back then itwas pretty legit to find a place to stay. So, but back to linkedin signedup and my initial goal was reached out to two people a day that I knew from mypast, I'd already worked on a project. We've done consulting together. I'd metthem at a conference, some tie to them that I could reference, hey, we met ata conference um two years ago and I got an eyelash in my eye okay. Um we met ata conference two years ago and I got an...

...eyelash in my eye and you helped me getit out. I'm just kidding. But I would say the thing that I was taught, Ijoined this company in 1999 in between 1999 and 2009 every business card Icollected, I put a note on the back, how did I meet you? And I still havethat stack of notebook cards because we use to exchange cards all the time. Webarely do that now but I would write a note how I met them if there wasanything unique and then I just grabbed on my cards and I hit the road and Itraveled the world and all I did was pull out one card out of this ziplocbag I had and don't ask me why I put them in an unorganized ziploc bag butit was like a raffle and I just pulled out a card and I looked at what I wroteon the back and then I found them on linkedin and I would send them amessage and say how many of those, how many of those have dude with bad breathwritten on the back. I don't think any of them do at all but I do have to sayI think a couple of them have those funny moments like we are, I mean there was one that I went on aconference and we all went out to dinner in put in bay is in lake Erie Ithink and it is a cool adventure that you can do. But The ship, the littleferry boat broke down and we were the last ferry boat at like 11 PM. We wereadrift in Lake Erie till 3:00 AM with rescue and helicopter and I was like,so that went on the back of every single business card and I was like doyou remember our like Lake Erie trip? So I got a response from everybody onthat. They were like, oh my gosh, we survived like Gary, we should have madet shirts like we survived put in bay. Uh if anyone knows what I'm talkingabout, they're going to be like what in the world is she talking about? But putthe notes, make a note. Any micro note because it will serve you 10 yearslater. And that came true for me it was powerful. You had a manual, you had ananalog crm on the back of business cards. And and it's funny that you dothat, that is such a valuable take away because look at how underutilized crm czartoday that they don't have notes about those little contextual moments thatpeople aren't even putting birthdays or anything in there. So the fact that Ireally think you were ahead of your time there in that your brain said, no,let's make a note. So that I remember how, how we met each other. I thinkthat's tremendous and I think I did have a boss who was about nearretirement and that was one of his pieces of advice. I do have to say whomentors you early on in your business... and if you listen to podcastslike this, this is mentorship, this is getting that advice that can change Oneaction 10 years ago can change where you are 10 years later. It's thatanalogy of planting the tree. So if you had to break down the most cruciallessons you learned about Lincoln during that time, what would they beand do they still hold true today? Yeah. So that final conclusion of what I didwas I gave what I wanted to get. So instead of coming to these peoplesaying I need a job, here's my resume. I actually formulated a kind of a bitof a template. It was not totally copy and paste because I still put in thepersonal thing like hey, remember meeting and so, and so remember we didthis. Remember when you tripped on the sidewalk? I'm just kidding, I don'tknow. But whatever I put in my notes, I would have a personal opening or if Iremember working with them on a project. But I did something that instead of mesaying, hey, I am not going to have a job in six months, I basically said, Iwant to check in on you. I want to make sure your job is doing okay. You'restill thriving If you need a connection or a network, I was giving to them whatI knew I eventually needed and wanted when I was done traveling, it justhappened that I didn't actually need something until I actually wasofficially let go. So I had this perfect experiment of having a, what I,what did I call it? A um leave of absence for six months. I had enoughsavings. I had enough everything and I technically couldn't work because I wasplanning in my brain and in that company to come back to that companyafter that leave of absence. So if all things had gone well, I couldn'tpredict the future, but I didn't actually need a job but I needed thepotential that if I needed a job, I had reached out to them and we all talkabout build your network before you need it. Even just a 3-6 month leadtime is enough time to build that network that I discovered in 2009without without really doing it on purpose. I discovered the power ofreaching out to people not having an agenda for me and not and authenticallyactually meaning what can I help you. Like I'm available. I'm just travelingthe world right now. If you need a network connection, I've been pullingon my network right now? Let me know because you may need something, you maybe struggling. You may need a job, you may need a connection. I don't needsomething right now. And that is what actually got me, my job got me theconnections got me the job that wasn't even advertised because it was beforethey advertised it. They knew I was available and I had been on their radarchatting back and forth for the past...

...six months. So underscore build a network before youneed it. I think would you agree a lot. This is how I feel at least a lot ofthe feelings I've had about say clubhouse or the way people navigatesocial media because of that desperation that I pick up on. I mustsell today. I must get the macro goal accomplished today. It's because reallythey're trying to make up for lost time of the thing they knew they alwaysneeded. For example, when lockdown started occurring, I was raised toalways have a food storage And so because I had proactively littlebit here have water on hand have non perishables on it because of that. Weweren't rushing like fools two grocery stores and supermarkets because we, youknow, or afraid of not knowing what to expect because we were already prepared.And that's kind of the visual that that comes to my mind when you say somethinglike build a network before you need it. Had you built that network and you'reliving proof of it when you needed it, Would would you saythat that kind of eliminated fear or unnecessary stress from the mix? Yes.It it's not only eliminated it at that moment in time, but it, if I can beconfident enough to say that, I feel like it's eliminated it for the rest ofmy life and here's why I say that um When I went through another big lifemoment change in 2014 I um became a single parent which is a big transitionin life to being the sole provider of your child and wanting to putting aroof and buying a home and doing all those things. Um I was able to quicklynetwork to a job like that that I That it all came from, that was 2014. So itall came from the activity in 2009. Everything. And what's interesting isthe people when I showed up at work, there were people that I had networkedwith all the way back To even 2000 and 1999. So I had either done a projectearly on in my career and I walked into work And there was one person that Ihad worked with back in 2000 and worked on a project and I will even circle iteven further back. There was a woman there that I had met when I was 17 whenmy dad took me to work And she is somebody I interviewed when I was 17with these little note cards with my shaking hands as a 17 year old. Liketalking to the the senior VP of environmental at a major company. Itwas a, you know, When I was 17 years...

...old and I met her and I kept in touchwith her over the years and I kept as the 17 year old, I just circled backand she was one of those people in 2009 that I wrote her an email and I said, Ijust wanted to reach out to you and let you know that you impacted me as a 17year old to do a couple things in my career because of some of the thingsyou said and the notes I wrote down on my note card, we're still in that bag.Crazy. So I know that's analog. I even get goose bumps because before she wentinto and got on retirement and left that company, I took her out to lunchand I just feel like it came full circle, like it's so cool. Like it's socool and she never forgot me and I never forgot her. So you know what Ilove about this conversation is it's it's because, look, I know you getasked these questions all the time. I know people are like, I've ever toldthese stories though. Yeah, no, and that's why I love this because I'mgetting a different angle about linkedin where I think historicallypeople just want to know what are the three actions I can do today, but whatI love about this is no, this is about the power of building a network. Can Ishare a quick little very recent experience with linkedin and why Ithink it's such a powerful platform and speaks to the whole concept of buildinga network. So um and I think it ties in perfectly to everything that you'vebeen teaching on this on this interview, which is uh and this is two weeks ago,about a week and a half ago at the time of recording this. So so now you have acontextual reference when you're listening in the year 2045. 2 weeks ago, at the time of recordingthis, um we were talking through some things that we want to accomplish as acompany and other companies that we need to get some connections with andyou know, who do I need to know there so that we can start building arelationship, that's sort of a thing. Well, according to what you're saying here, most people and I've observed this,they go and it's direct to the thing need job post about how I need job uhneed to hire post about how I need to hire um um want to grow, want to getmore clients post about how I need more clients. Well, you've taught me that inthe spirit of networking. It's more about like getting to know people and,and being real human and showing that side of things I posted recently apicture of my wife and I, which I haven't really ever posted on linkedinand I was just saying, here's a member of my team that nobody sees, who rarelygets the praise in the same way that you know, a traditional employee wouldget praised but who is very much on the team and I posted about this. Anybodycan go and see this...

...that morning judy, I had researchedsome of the companies that I need to get in touch with. Okay. And I'm like,and I listed them out, then I go to linkedin. I do my linkedin activity. Ipost this thing two hours later, two hours later I get a connection requestfrom a key decision maker in one of those companies who have never hadcontact with before. You know how he found me though through that postthrough that post. Because one of my friends who has nothing to do with theautomotive industry, who actually lives in France right now, one of my friendsjust so happens to have been a friend of his that he went to college with andbecause my friend liked my post, it showed up on this man's news feed andthat man said, hey, I'm friends with scott. I went to school with him. I see,you know, um, I saw your post which has nothing to do about the, and now wehave an open conversation and a connection in a way that I would havenever like, I don't believe in coincidences, but boy, oh boy. Do Ibelieve in the power of not just like what you've been teaching, not justgoing right to the thing, taking the steps before the things so that whenthe thing arises, you're ready and prepared for it. And it completely blew my mind. It it that is what I it's exactly. First ofall, that is an amazing story and it is, you know, we want to think some peoplemight be like, well, that's just unique to Michael. No, it's available to everysingle person. I just had a client who made a comment on somebody's post andhis comment got 300 plus likes and comments, wow, 300 on a comment. And Ithat's not his own post. It's it's commenting on the power of somebodyelse. And it opened up doors and conversations to people that he mayhave had on his, I need to get a hold of these people. But without sitting around constantlyfocused on, I only want to talk to the ceo of this and we forget that the Ceohas how many people supporting them that they're hiring that theirnetworking with their barbecuing with that they're best friends from collegewith that are now traveling and they happen to be in France and I have anamazing client that is in France and he runs one of the top language schoolsfor business communication between translating between french and englishand he found me on linkedin and it's not because I was posting and being themost amazing expert, I was not working in a wider community and I ended upmeeting somebody and not really judging...

...the fact that they own a winery inFrance, they make champagne or you know what I mean? Like I don't know if I can,they can call it champagne everywhere, it has to be in a specific region, butbut it's funny because I AM, I trying to get hired by a winery in France, butthis was like the kindest person to me and I think we just forget thateveryone knows, somebody everybody knows, somebody we never know who wasthe Opare for somebody 20 years ago, who was the accountant that worked on aproject and you all happen to work together at this whatever firm and thenyou followed your career's going forward who went to college together,we an undergrad and now somebody went to go to law school and somebody elsewent to become a Youtube star, I don't know like all these different paths,but we never, we cross paths with so many people on this planet that we justnever know, I know it's so tremendous, I wanna, I wanna thank you, you youhave been key in reframing my mind, I've never particularly loved socialmedia. I mean, even people that listen to the show will sometimes comment likeyou're not super active and I just really feel like if, if, if I can't bemeaningful or authentic then I'm not just going to post something for thesake of posting it because I just, I've realized the benefits of it, but butthe training that I've received from you about linkedin in particular hasreframed how I approach social on mass realizing I guess the huge reframed forme is these are not advertising mediums even though you can advertise these arebuild connections with other living breathing human beings and if you cando that authentically the outcomes are actually going to be bigger bolder andbetter than you, you probably could have ever planned for going back fullcircle to your quote from steve jobs about not being able to connect thedots moving forward. So I want to turn this just back over to you one lasttime. How can those listening get in touch with you and participate in yourlinkedin accelerator? Uh, if you go to judy Fox J D I F O X dot com, you canfind all my social media handles at the top. So linkedin, I'm obviously verymuch more quote unquote active there and I love that you pointed out theactivity I on average and posting about once a month. A lot of people are likewhat? But I'm probably commenting and engaging every single day. So what isour definition of active? Personally for me, I'd rather be out commentingand engaging. I just got over 100 likes and comments on a comment, but it's notan original post. I went out and supported somebody else's post. Socommenting is activity. I have to tell...

...people that they might look at mycontent and be like she did post for like a month. No, I think it's veryclear there is a method to your, it's not even madness. It is very calculatedand only away a chemical engineer might be able to do it. Yes, find me online.I've done every iteration of judy fox as much as I could. I think I have judyfox rocks dot com. I've got a lot of judy fox out there. So google judy fox,J D I F O X and you will find me and I'm glad to connect on linkedin. Yourtremendous thank you so much for your tremendous uh thank you. Mhm Yeah, right, I'm Michel Cirillo andyou've been listening to the dealer playbook podcast. If you haven't yet,please click the subscribe button wherever you're listening right now,leave a rating or review and share it with a colleague. Thanks for listening. Mhm.

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