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SDT2012 (P2.2): Set your service innovation on fire!
 

SDT2012 (P2.2): Set your service innovation on fire!

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This presentation was part of the SDT2012 - the 1st international conference on service design and tourism, Innsbruck/Austria, August 23-24, 2012. For more info on the conference and other ...

This presentation was part of the SDT2012 - the 1st international conference on service design and tourism, Innsbruck/Austria, August 23-24, 2012. For more info on the conference and other presentations visit: www.sdt2012.com. All rights reserved by the author(s):

Cordula Brenzei, Germany
Tackle Service Design

Cordula Brenzei is co-founder of tackle, a young German innovation consultancy, helping their clients to tackle Service Design challenges following a human-centered, co-creative and highly visual approach. In addition to her engagement with tackle, she is lecturer for Service Design at HfG Schwäbisch Gmünd and research scientist at Hof University, transferring Service Design Thinking to SMEs. She graduated at Köln International School of Design (KISD) and lives in Ravensburg, Germany.

Jan Krause, Germany
Tackle Service Design

Jan Krause is co-founder of tackle, a young German service innovation consultancy, and lecturer for Service Design at HfG Schwäbisch Gmünd. With his experience as a communication and interaction designer, his specialty is creating tangible and workable visualisations and prototypes of service systems. He graduated at Köln International School of Design (KISD) and lives in Ravensburg, Germany.

Set your service innovation on fire!
How speeding up your service innovation lifecycle helps to innovate faster, safer - and why this will make your services stick!


In the world of tourism, customers are in the center of the stage. With markets becoming increasingly transparent, customer experience has become a crucial factor of differentiation, making innovation in this area indispensable.
This talk will show how service providers can speed up their innovation process and make it more reliable based on the iterative development cycle of build – measure – learn. With a metaphoric comparison to the world of rock climbing, the talk will clarify the working principle of this service design approach using short iterations of user research, ideation, prototype development and validation by user testing. Attendees will learn why this process is a valuable alternative to relying on predictability and the honing of known processes to mitigate risk and go home with an incentive to try it themselves.

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    SDT2012 (P2.2): Set your service innovation on fire! SDT2012 (P2.2): Set your service innovation on fire! Presentation Transcript

    • Set yourservice innovationon fire !How to innovate faster, saferand Make your services stick
    • Hi ! tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • Cordula Brenzei tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • Cordula Jan Brenzei Krause tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • Cordula Jan Brenzei Krause tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • Cordula Jan Brenzei tackle Krause tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • Cordula Jan Brenzei tackle Krause design-led business & service innovation outfit tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • Innovation tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • 84 % * tackle 2012 - Set your service innovation on fire * source: MCkinsey global survey 2010, n= 2.240 executivesCordula Brenzei & Jan Krause @ sDT Conference 2012
    • big Gap tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • intention tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • realisation intention tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • Why? tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • many reasons tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • he "fear to leave "this is t gs comfort zone" your w ay thin "Everyone love s e in a re don innovation, un ss" til our busine it affects them " "Fear, ty Unc ertain " & greed resistance to change tion "I nnova t, is im portan "If it Ain t brok"no time, t urge nt" e but no don T fix it"no money,no resources" Current success insecurity tackle 2012 - Set your service innovation on fire source: Business Model Generation 2010Cordula Brenzei & Jan Krause @ sDT Conference 2012
    • he "fear to leave "this is t gs comfort zone" your w ay thin "Everyone love s e in a re don innovation, un ss" til our busine it affects them " "Fear, ty Unc ertain " & greed resistance to change Fear to take RISKS tion "I nnova t, is im portan "If it Ain t brok"no time, t urge nt" e but no don T fix it"no money,no resources" Current success insecurity tackle 2012 - Set your service innovation on fire source: Business Model Generation 2010Cordula Brenzei & Jan Krause @ sDT Conference 2012
    • he "fear to leave "this is t gs comfort zone" your w ay thin "Everyone love s e in a re don innovation, un ss" til our busine it affects them " "Fear, ty Unc ertain " & greed resistance to change Fear to take RISKS uncertainty of outcomes tion "I nnova t, is im portan "If it Ain t brok"no time, t urge nt" e but no don T fix it"no money,no resources" Current success insecurity tackle 2012 - Set your service innovation on fire source: Business Model Generation 2010Cordula Brenzei & Jan Krause @ sDT Conference 2012
    • a Principle tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • How to innovate faster, safer AND Make your services stick tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • fostering innovation tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • fostering innovation mitigating risk and uncertainty tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • New tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • No Secret tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • Scientific Method tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • Hypothesis tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • Hypothesis Experimentation tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • Hypothesis Experimentation Analysis tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • Try it ! tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • Rock Climbing tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • 3 Styles tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • Top-Rope Climbing tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • Top-Rope Climbing tied into A rope tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • Top-Rope Climbing tied into A rope secured at the top tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • Top-Rope Climbing tied into A rope secured at the top slip or lose grip tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • Top-Rope Climbing tied into A rope secured at the top slip or lose grip = Little or no fall tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • Top-Rope Climbing tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • Top-Rope Climbing me t oo ! tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • Top-Rope Climbing Low risk me t oo ! tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • Top-Rope Climbing Low risk me t oo ! No n atio Innov tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • Free Solo Climbing tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • Free Solo Climbing Without A rope tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • Free Solo Climbing Without A rope No other protection tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • Free Solo Climbing Without A rope No other protection one mistake tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • Free Solo Climbing Without A rope No other protection one mistake = gone ! tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • Free Solo Climbing Linear Process tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • Free Solo Climbing Linear Process Idea tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • Free Solo Climbing Implementation Linear Process Idea tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • Free Solo Climbing Implementation based on Linear Process assumptions and past experiences Idea tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • Free Solo Climbing Implementation based on Linear Process assumptions and past experiences Idea tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • Free Solo Climbing tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • Free Solo Climbing tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • Waste of tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • ies opportunit tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • Free Solo Climbing high Innovat ion potenti al tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • Free Solo Climbing high Innovat ion potenti al high very k ris tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • Top Rope Climbing Low risk No n vatio Inno tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • Top Rope Free Solo Climbing Climbing high n Low risk Innovatio potential No very h n igh vatio risk Inno tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • Top Rope Free Solo Climbing Climbing high n Low risk Innovatio potential No very h n igh vatio risk Inno tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • Lead Climbing tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • Lead Climbing tied into A rope tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • Lead Climbing tied into A rope carry it up tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • Lead Climbing tied into A rope carry it up setting protection tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • Lead Climbing tied into A rope carry it up setting protection clipping rope into tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • Lead Climbing tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • Lead Climbing tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • Lead Climbing tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • Lead Climbing tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • Lead Climbing tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • Lead Climbing tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • Lead Climbing low risk tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • Lead Climbing low risk high on vati Inno tial n pote tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • protection tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • protection = validate Assumptions and design decisions tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • prove that it is valid ! tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • risk time tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • risk time tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • risk keeping the risk low time tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • risk keeping the risk low -> failure-tolerant space time tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • risk keeping the risk low -> failure-tolerant space -> experimentation time tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • not only safer tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • Faster tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • Speed tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • Speed tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • Speed tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • ies opportunit tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • reduce the time tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • Cycle Speed tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • rn a Le Bu ild Measure tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • rn a Le Bu ild rn a Le Measure Bu ild Implementation rn Measure a Le Bu ild Measure rn a Le Bu ild Measure Idea tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • rn a rn Le Bu a Le ild Bu rn ild a Le Bu ild Measure Measure rn a Le Measure Bu ild Implementation rn Measure a Le Bu ild Measure rn a Le Bu ild Measure Idea tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • rn a Le Bu ild Measure tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • Service tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • Service i tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • Service i tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • Service i tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • match needs & wants of your customers Service i tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • Learn tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • office tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • ACME Adventures tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • Build tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • Hypotheses tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • ideas and concepts tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • low cost tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • high end low cost tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • Measure tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • rn a Le Bu ild Start Again Measure tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • A Quote tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • Think big, tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • Think big, act small, tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • Think big, act small, fail fast, tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • Think big, act small, fail fast, learn rapidly ! tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • Top Rope Climbing tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • Top Rope Climbing Low risk No on vati Inno tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • Top Rope Climbing Free Solo Low risk No on vati Inno tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • Top Rope Climbing Free Solo high n Innovatio Low risk potential very h igh No risk on vati Inno tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • Top Rope Climbing Free Solo Lead Climbing high n Innovatio Low risk potential very h igh No risk on vati Inno tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • Top Rope Climbing Free Solo Lead Climbing high r Innovatio n faste Low risk potential very h igh No risk on vati Inno tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • Top Rope Climbing Free Solo Lead Climbing high r Innovatio n faste Low risk potential safe very h r igh No risk on vati Inno tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
    • Top Rope Climbing Free Solo Lead Climbing high r Innovatio n faste Low risk potential safe very h r igh No risk on vati Inno make services stick tackle 2012 - Set your service innovation on fireCordula Brenzei & Jan Krause @ sDT Conference 2012
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