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THE ART OF WAR-ROOM 
A FRAMEWORK FOR A BETTER ETHNOGRAPHIC TEAM SPACE
WITH WHOM ARE WE AT “WAR”?
THE ELEPHANT IN THE WAR-ROOM... 
THE ETHNOGRAPHIC TEAM-WORK-ROOM IS THE UNSUNG HERO OF FIELD 
RESEARCH. OFTEN CALLED THE “...
10 RULES FOR GOOD WAR-ROOM
1. DEMAND A WAR-ROOM 
WRITE IT INTO PROJECT PLANS AND STATEMENTS OF WORK. SOCIALIZE THE 
CONCEPT INTERNALLY.
2. COMMUNICATE 
COMMUNICATE THE WAR-ROOM CONCEPT AS A KEY DELIVERABLE JUST AS YOU 
WOULD A CUSTOMER-JOURNEY, PERSONA, ECOS...
3. PLAN AND SHAPE THE BATTLEFIELD 
PLAN THE WAR-ROOM AS A SPACE THAT EXISTS ON THE CLIENT SITE. THOUGH 
TEAM WORK-SPACES O...
4. BUILD A FRAMEWORK 
BUILD A FRAMEWORK FOR THE WAR-ROOM. CREATE A SENSE OF ORDER. 
DESIGNATE CERTAIN SPACES FOR KEY ACTIV...
5. BRAND THE SPACE 
BRAND THE WAR-ROOM AS YOUR OWN. DEDICATE SOME SMALL AMOUNT OF 
SPACE FOR TEAM BIOS (WITH PHOTOGRAPHS) ...
6. REFRAME THE METAPHOR 
REFRAME AND PUBLISH. THINK OF THE WAR-ROOM AS A LIVING DOCUMENT 
AND OVERTLY OR SUBTLY KEEP A “PU...
7. DESIGN FOR HUMANS 
DESIGN A SPACE THAT IS USEFUL, COLORFUL, VISUAL AND WELL-LIT. BRING 
YOUR OWN WELL-DESIGNED LAMPS. T...
8. DEMONSTRATE PASSION 
DEMONSTRATE YOUR PASSION FOR THE CLIENT AND THEIR BRAND BY 
POPULATING THE SPACE WITH CLIENT MATER...
9. RESPECT THE SPACE 
RESPECT THE SPACE. YOU ARE A GUEST. KEEP IT CLEAN – ALL THE TIME. BE 
JUDICIOUS WITH FOOD AND JACKET...
10. SHOW UP 
BE THERE. 
USE THE SPACE FOR MEETINGS, UPDATES, BRAINSTORMS AND CONFERENCE-CALLS. 
GO ALL IN OR DON’T GO.
1 
1 
2 
3 
4 
2 
3 
4 
ORIENTATION 
• PROJECT DESCRIPTION & OBJECTIVES 
• TEAM BIOS - CONTACT INFO 
• CLIENT SPONSOR INFO...
1 
1 
2 
3 
4 
2 
3 
4 
ORIENTATION 
• PROJECT DESCRIPTION & OBJECTIVES 
• TEAM BIOS - CONTACT INFO 
• CLIENT SPONSOR INFO...
4. THINKING 
3. PEOPLE 
2. TIME 1. ORIENTATION 
• PROJECT DESCRIPTION & OBJECTIVES 
• TEAM BIOS - CONTACT INFO 
• CLIENT S...
TOOLS WAR-ROOM HELPERS
SUNSHINE 
VERILUX.COM 
NOTHINGS SAYS “WE’RE EXCITED 
TO STAY LATE AND ORDER DINNER 
AGAIN” THAN 6,000 LUX OF 
ARTIFICIAL L...
ARCHIVE.ORG 
WWW.ARCHIVE.ORG 
“WEBSITES NEVER DIE... THEY 
MUST BE KILLED.” 
THANKS TO ARCHIVE.ORG YOU HAVE 
ACCESS TO YEA...
SPEZIFY 
WWW.SPEZIFY.COM 
NEED TO SPIFF UP A WALL? 
GET ON SPEZIFY.COM AND CREATE 
INSTANT MOOD-BOARD INSPIRATION ON 
THEM...
POLAROID POGO 
WWW.POLAROID.COM 
GO AHEAD. SHOW OFF! 
CLIENTS LOVE GADGETS AND ADMIT IT, SO 
DO YOU. GET THOSE ETHNOGRAPHI...
ELECTRO MAN 
AMAZON.COM 
IF YOU CAN MAKE POWER CORDS 
LOVABLE, THEN YOU WILL BE A 
WAR-ROOM LEADER! 
YOUR TEAM WILL LOVE Y...
HELP 
HELPINEEDHELP.COM 
WE ARE WAY BEYOND GENERIC 
IBUPROFEN IN THE WAR-ROOM OF 
TOMORROW. 
SHOW YOUR TEAM LOVE AND COMPA...
MORE HELP 
CDC.GOV/FLU 
“THERE IS NO FLIGHTING IN THE 
WAR-ROOM!” PRESIDENT MERKIN MUFFLEY, DR. STRANGELOVE 1964 
UNLESS.....
EXAMPLES THE GOOD , BAD AND INSPIRATIONAL
SOMEWHAT FAIL
VERY FAIL
EPIC FAIL
JUST SAD FAIL 
THE ROAD TRIP WAR-ROOM
KINDA LIKE
VERY LIKE
FEAR 
THE MANAGEMENT COCKPIT
AGAIN WITH THE FEAR 
MORE MANAGEMENT COCKPIT - THAT’S INTECH 
NOT INITECH BY THE WAY
VIRTUAL FAIL 
VIRTUAL WAR-ROOM
THE REAL DEAL
THE ULTIMATE
CONTACT: 
ROBERT MURRAY 
SAPIENTNITRO 
RMURRAY@SAPIENT.COM 
FLICKR.COM/ROBERTNMURRAY 
LINKEDIN.COM/IN/ROBERTMURRAY 
TWITTE...
ETHNO...? 
ETHNOGRAPHY...? 
PRECISELY CAPTAIN. ETHNOGRAPHY. 
MY PASSIVE ANALYTICS DATA GATHERING 
SENSORS AND METHODS, PRE...
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The Art of WarRoom

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A FRAMEWORK FOR A BETTER ETHNOGRAPHIC TEAM SPACE
THE ETHNOGRAPHIC TEAM-WORK-ROOM IS THE UNSUNG HERO OF FIELD RESEARCH. OFTEN CALLED THE “WAR-ROOM”, I SUBMIT THAT THIS TOOL IS AS
IMPORTANT TO RESEARCHERS AS THE SCREENER, PROTOCOL, CAMERA AND NOTEBOOK AND IS A VITAL COMMUNICATION AND THOUGHT TOOL FOR
ETHNOGRAPHERS, TEAM MEMBERS AND CLIENTS.
THE WAR-ROOM IS A 3-DIMENSIONAL INFORMATION AND STORY-TELLING FRAMEWORK THAT IS BOTH A WORK/COLLABORATION SPACE AND A VITAL COMMUNICATION ROOM FOR COLLEAGUES AND CLIENTS. THIS SPACE IS AN ON GOING “DELIVERABLE” THAT COMMUNICATES NOT JUST OUR WORK, BUT WHO WE ARE, OUR PROCESS AND EVEN OUR COMPANY BRAND. CLIENTS OFTEN DEMAND PROJECT CHECK-INS AND UPDATES THAT GO BEYOND MERE WRITTEN REPORTS AND TEMPLATED PRESENTATIONS. THEY WANT TO SEE REAL PROGRESS AND INITIAL FINDINGS. THE WAR-ROOM IS A GREAT DEVICE FOR THESE PURPOSES.

The Art of WarRoom

  1. 1. THE ART OF WAR-ROOM A FRAMEWORK FOR A BETTER ETHNOGRAPHIC TEAM SPACE
  2. 2. WITH WHOM ARE WE AT “WAR”?
  3. 3. THE ELEPHANT IN THE WAR-ROOM... THE ETHNOGRAPHIC TEAM-WORK-ROOM IS THE UNSUNG HERO OF FIELD RESEARCH. OFTEN CALLED THE “WAR-ROOM”, I SUBMIT THAT THIS TOOL IS AS IMPORTANT TO RESEARCHERS AS THE SCREENER, PROTOCOL, CAMERA AND NOTEBOOK AND IS A VITAL COMMUNICATION AND THOUGHT TOOL FOR ETHNOGRAPHERS, TEAM MEMBERS AND CLIENTS. THE WAR-ROOM IS A 3-DIMENSIONAL INFORMATION AND STORY-TELLING FRAMEWORK THAT IS BOTH A WORK/COLLABORATION SPACE AND A VITAL COMMUNICATION ROOM FOR COLLEAGUES AND CLIENTS. THIS SPACE IS AN ON GOING “DELIVERABLE” THAT COMMUNICATES NOT JUST OUR WORK, BUT WHO WE ARE, OUR PROCESS AND EVEN OUR COMPANY BRAND. CLIENTS OFTEN DEMAND PROJECT CHECK-INS AND UPDATES THAT GO BEYOND MERE WRITTEN REPORTS AND TEMPLATED PRESENTATIONS. THEY WANT TO SEE REAL PROGRESS AND INITIAL FINDINGS. THE WAR-ROOM IS A GREAT DEVICE FOR THESE PURPOSES.
  4. 4. 10 RULES FOR GOOD WAR-ROOM
  5. 5. 1. DEMAND A WAR-ROOM WRITE IT INTO PROJECT PLANS AND STATEMENTS OF WORK. SOCIALIZE THE CONCEPT INTERNALLY.
  6. 6. 2. COMMUNICATE COMMUNICATE THE WAR-ROOM CONCEPT AS A KEY DELIVERABLE JUST AS YOU WOULD A CUSTOMER-JOURNEY, PERSONA, ECOSYSTEM, EXPERIENCE MODEL AND ETHNOGRAPHIC REPORT. SHOW EXAMPLES, BENEFITS AND BUILD IT VISUALLY INTO PROJECT PROPOSALS AND YOUR COMPANY CREDENTIALS.
  7. 7. 3. PLAN AND SHAPE THE BATTLEFIELD PLAN THE WAR-ROOM AS A SPACE THAT EXISTS ON THE CLIENT SITE. THOUGH TEAM WORK-SPACES OFTEN EXIST AT OUR OWN OFFICES, THE POWER OF A WAR-ROOM IS THAT IT EXISTS AT THE CLIENT SITE AND CLIENTS CAN VISIT AND INTERACT WITH THE SPACE AND MATERIALS WHEN WE ARE NOT PRESENT. TEAM-ROOMS ARE FOR US IN THE OFFICE; WAR-ROOMS ARE FOR US AND THE CLIENT, IN THEIR REALM.
  8. 8. 4. BUILD A FRAMEWORK BUILD A FRAMEWORK FOR THE WAR-ROOM. CREATE A SENSE OF ORDER. DESIGNATE CERTAIN SPACES FOR KEY ACTIVITIES, DELIVERABLES IN PROGRESS, STATUS, BACKGROUND MATERIALS. LABEL SECTIONS OF WALL SPACE, WHITEBOARDS, ETC WITH EASY-TO-READ AND UNDERSTAND LABELS THAT WILL GUIDE VISITORS THROUGH A STORY. LABELS LIKE “WHO ARE WE TALKING TO” ARE MORE HUMAN THAN “USERS” FOR INSTANCE.
  9. 9. 5. BRAND THE SPACE BRAND THE WAR-ROOM AS YOUR OWN. DEDICATE SOME SMALL AMOUNT OF SPACE FOR TEAM BIOS (WITH PHOTOGRAPHS) SO CLIENTS CAN SEE YOU EVEN WHEN NOT THERE. PLACE BUSINESS CARDS AND COMPANY COLLATERAL IN A USEFUL PLACE SO CLIENTS AND CLIENT COLLEAGUES CAN SEE WHO IS WORKING THERE, HOW OFTEN THEY ARE THERE AND HOW THEY MAY CONTACT YOU.
  10. 10. 6. REFRAME THE METAPHOR REFRAME AND PUBLISH. THINK OF THE WAR-ROOM AS A LIVING DOCUMENT AND OVERTLY OR SUBTLY KEEP A “PUBLISHING SCHEDULE” WHERE CERTAIN PROJECT ELEMENTS ARE UPDATED AND REPLACED. DON’T CROSS-DATES OFF A CALENDAR LIKE YOU ARE IN PRISON. CELEBRATE TIME, CALENDARS, MILESTONES AND MEETINGS.
  11. 11. 7. DESIGN FOR HUMANS DESIGN A SPACE THAT IS USEFUL, COLORFUL, VISUAL AND WELL-LIT. BRING YOUR OWN WELL-DESIGNED LAMPS. THIS SPACE SHOULD FOCUS AND INSPIRE CREATIVITY. BRING AND PROUDLY DISPLAY YOUR TEAM CARE AND FEEDING TOOLS LIKE AIRBORNE, TYLENOL, ALTOIDS, GUM, ETC. DON’T BE ASHAMED TO ALWAYS HAVE TREATS (HEALTHY OR OTHERWISE) ON-HAND FOR THE TEAM AND FOR THE CLIENT. BE A GRACIOUS GUEST AND TEAM LEADER.
  12. 12. 8. DEMONSTRATE PASSION DEMONSTRATE YOUR PASSION FOR THE CLIENT AND THEIR BRAND BY POPULATING THE SPACE WITH CLIENT MATERIALS, PRODUCTS, PHOTOS, EPHEMERA, SCREENSHOTS, ETC. DOCUMENT THE SPACE AND SHARE THE PHOTOS WITH YOUR CLIENT SO THEY CAN BETTER TAKE CREDIT FOR BEING THE AWESOME SMART CLIENT WE LOVE.
  13. 13. 9. RESPECT THE SPACE RESPECT THE SPACE. YOU ARE A GUEST. KEEP IT CLEAN – ALL THE TIME. BE JUDICIOUS WITH FOOD AND JACKETS AND BAGS. BE CLEVER WITH EXTRA POWER CORDS, ETHERNET CABLES, PAPER, OFFICE SUPPLIES AND USB STICKS. KEEP THE CORDS MANAGED USE WELL-DESIGNED HUBS AND GADGETS. DON’T BE CHEAP. DON’T LOOK CHEAP.
  14. 14. 10. SHOW UP BE THERE. USE THE SPACE FOR MEETINGS, UPDATES, BRAINSTORMS AND CONFERENCE-CALLS. GO ALL IN OR DON’T GO.
  15. 15. 1 1 2 3 4 2 3 4 ORIENTATION • PROJECT DESCRIPTION & OBJECTIVES • TEAM BIOS - CONTACT INFO • CLIENT SPONSOR INFO • BUSINESS CARDS • COMPANY COLLATERAL • CLIENT COLLATERAL, PRODUCTS • BACKGROUND MATERIAL - CLIENT MISSION • RESEARCH VENDOR INFORMATION TIME • CALENDAR • PROJECT PLAN • STATUS UPDATES PEOPLE THINKING • FIELD WORK SCHEDULE • TRAVEL PLANS • HOLIDAYS/VACATIONS • ANYTHING RELATED TO CUSTOMERS • PERSONAS • CUSTOMER ANALYTICS • FIELD RESEARCH PHOTOS • RESEARCH OBSERVATIONS • COMPETITIVE LANDSCAPES • POST-IT NOTE CITY • FRAMEWORKS • SYNTHESIS & ANALYSIS • IDEAS AND INSIGHTS • SKETCHES • IMPLICATIONS • EXAMPLES/ANALOGIES THE ROOM SETUP FRAMEWORK
  16. 16. 1 1 2 3 4 2 3 4 ORIENTATION • PROJECT DESCRIPTION & OBJECTIVES • TEAM BIOS - CONTACT INFO • CLIENT SPONSOR INFO • BUSINESS CARDS • COMPANY COLLATERAL • CLIENT COLLATERAL, PRODUCTS • BACKGROUND MATERIAL - CLIENT MISSION • RESEARCH VENDOR INFORMATION TIME • CALENDAR • PROJECT PLAN • STATUS UPDATES PEOPLE THINKING • FIELD WORK SCHEDULE • TRAVEL PLANS • HOLIDAYS/VACATIONS • ANYTHING RELATED TO CUSTOMERS • PERSONAS • CUSTOMER ANALYTICS • FIELD RESEARCH PHOTOS • RESEARCH OBSERVATIONS • COMPETITIVE LANDSCAPES • POST-IT NOTE CITY • FRAMEWORKS • SYNTHESIS & ANALYSIS • IDEAS AND INSIGHTS • SKETCHES • IMPLICATIONS • EXAMPLES/ANALOGIES THE ROOM SETUP FRAMEWORK
  17. 17. 4. THINKING 3. PEOPLE 2. TIME 1. ORIENTATION • PROJECT DESCRIPTION & OBJECTIVES • TEAM BIOS - CONTACT INFO • CLIENT SPONSOR INFO • BUSINESS CARDS • COMPANY COLLATERAL • CLIENT COLLATERAL, PRODUCTS • BACKGROUND MATERIAL - CLIENT MISSION • RESEARCH VENDOR INFORMATION • POST-IT NOTE CITY • FRAMEWORKS • SYNTHESIS & ANALYSIS • IDEAS AND INSIGHTS • ANYTHING RELATED TO CUSTOMERS • PERSONAS • CUSTOMER ANALYTICS • FIELD RESEARCH PHOTOS • RESEARCH OBSERVATIONS • COMPETITIVE LANDSCAPES • CALENDAR • PROJECT PLAN • STATUS UPDATES THE ROOM SETUP FRAMEWORK • FIELD WORK SCHEDULE • TRAVEL PLANS • HOLIDAYS/VACATIONS • SKETCHES • IMPLICATIONS • EXAMPLES/ANALOGIES
  18. 18. TOOLS WAR-ROOM HELPERS
  19. 19. SUNSHINE VERILUX.COM NOTHINGS SAYS “WE’RE EXCITED TO STAY LATE AND ORDER DINNER AGAIN” THAN 6,000 LUX OF ARTIFICIAL LIGHT. HAPPYLIGHT® 6000 SUNSHINE SUPPLEMENT LIGHT SYSTEM
  20. 20. ARCHIVE.ORG WWW.ARCHIVE.ORG “WEBSITES NEVER DIE... THEY MUST BE KILLED.” THANKS TO ARCHIVE.ORG YOU HAVE ACCESS TO YEARS WORTH OF OLD WEBSITES FOR COMPELLING COMPETITIVE REVIEWS AND WAR-ROOM EYE-CANDY.
  21. 21. SPEZIFY WWW.SPEZIFY.COM NEED TO SPIFF UP A WALL? GET ON SPEZIFY.COM AND CREATE INSTANT MOOD-BOARD INSPIRATION ON THEMES, TOPICS, BRANDS AND CONCEPTS. CAREFUL, SOMETIMES NSFW.
  22. 22. POLAROID POGO WWW.POLAROID.COM GO AHEAD. SHOW OFF! CLIENTS LOVE GADGETS AND ADMIT IT, SO DO YOU. GET THOSE ETHNOGRAPHIC PHOTOS UP FASTER WITH A PORTABLE BLUE-TOOTH ENABLED POLAROID INSTANT PRINTER.
  23. 23. ELECTRO MAN AMAZON.COM IF YOU CAN MAKE POWER CORDS LOVABLE, THEN YOU WILL BE A WAR-ROOM LEADER! YOUR TEAM WILL LOVE YOU FOR YOUR ATTENTION TO DETAIL. IT TRULY IS THE LITTLE THINGS IN LIFE. KIKKERLAND UL01 ELECTRO MAN 4-PLUG MULTI-OUTLET
  24. 24. HELP HELPINEEDHELP.COM WE ARE WAY BEYOND GENERIC IBUPROFEN IN THE WAR-ROOM OF TOMORROW. SHOW YOUR TEAM LOVE AND COMPASSION FOR THE LONG DAYS AHEAD WITH A CREATIVE FOCUS ON REMEDIES, BROMIDES ELIXIRS, LINIMENTS, POTIONS, TONICS AND TINCTURES. SUNDRIES ARE YOUR FRIEND.
  25. 25. MORE HELP CDC.GOV/FLU “THERE IS NO FLIGHTING IN THE WAR-ROOM!” PRESIDENT MERKIN MUFFLEY, DR. STRANGELOVE 1964 UNLESS... YOU ARE FIGHTING THE FLU. ENSURE, CAJOLE, IN-CENT YOUR TEAM TO GET A FLU SHOT. HAVE SOME “ANTI-ANTIGEN TEAM MEMBERS? TOO BAD. MY WAR-ROOM, MY RULES. OVERKILL? YES!
  26. 26. EXAMPLES THE GOOD , BAD AND INSPIRATIONAL
  27. 27. SOMEWHAT FAIL
  28. 28. VERY FAIL
  29. 29. EPIC FAIL
  30. 30. JUST SAD FAIL THE ROAD TRIP WAR-ROOM
  31. 31. KINDA LIKE
  32. 32. VERY LIKE
  33. 33. FEAR THE MANAGEMENT COCKPIT
  34. 34. AGAIN WITH THE FEAR MORE MANAGEMENT COCKPIT - THAT’S INTECH NOT INITECH BY THE WAY
  35. 35. VIRTUAL FAIL VIRTUAL WAR-ROOM
  36. 36. THE REAL DEAL
  37. 37. THE ULTIMATE
  38. 38. CONTACT: ROBERT MURRAY SAPIENTNITRO RMURRAY@SAPIENT.COM FLICKR.COM/ROBERTNMURRAY LINKEDIN.COM/IN/ROBERTMURRAY TWITTER @ROBERTNMURRAY FACEBOOK.COM/ROBERTMURRAY GPLUS.TO/ROBERTNMURRAY VIMEO.COM/ROBERTNMURRAY SLIDESHARE.NET/RMURRAY
  39. 39. ETHNO...? ETHNOGRAPHY...? PRECISELY CAPTAIN. ETHNOGRAPHY. MY PASSIVE ANALYTICS DATA GATHERING SENSORS AND METHODS, PRESENTED TO ME IN CALMING BLUE-TINTED LIGHT, CAN NOT DISCERN THE TRUE INTENTIONS OF THE PARTICIPANTS ON RIGEL 3. PERHAPS IT WOULD BE BEST TO SEND AN ETHNOGRAPHIC AWAY-TEAM MADE UP OF EXPENDABLE RED-SHIRTED CREW?
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A FRAMEWORK FOR A BETTER ETHNOGRAPHIC TEAM SPACE THE ETHNOGRAPHIC TEAM-WORK-ROOM IS THE UNSUNG HERO OF FIELD RESEARCH. OFTEN CALLED THE “WAR-ROOM”, I SUBMIT THAT THIS TOOL IS AS IMPORTANT TO RESEARCHERS AS THE SCREENER, PROTOCOL, CAMERA AND NOTEBOOK AND IS A VITAL COMMUNICATION AND THOUGHT TOOL FOR ETHNOGRAPHERS, TEAM MEMBERS AND CLIENTS. THE WAR-ROOM IS A 3-DIMENSIONAL INFORMATION AND STORY-TELLING FRAMEWORK THAT IS BOTH A WORK/COLLABORATION SPACE AND A VITAL COMMUNICATION ROOM FOR COLLEAGUES AND CLIENTS. THIS SPACE IS AN ON GOING “DELIVERABLE” THAT COMMUNICATES NOT JUST OUR WORK, BUT WHO WE ARE, OUR PROCESS AND EVEN OUR COMPANY BRAND. CLIENTS OFTEN DEMAND PROJECT CHECK-INS AND UPDATES THAT GO BEYOND MERE WRITTEN REPORTS AND TEMPLATED PRESENTATIONS. THEY WANT TO SEE REAL PROGRESS AND INITIAL FINDINGS. THE WAR-ROOM IS A GREAT DEVICE FOR THESE PURPOSES. 

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