it was 2008 and I was planning what seemed like the first vacation I had
seemed like the first vacation I had
seemed like the first vacation I had taken since starting my last company
taken since starting my last company
taken since starting my last company everyday health calm in 2002 so without
everyday health calm in 2002 so without
everyday health calm in 2002 so without enough time to plan the epic disconnect
enough time to plan the epic disconnect
enough time to plan the epic disconnect I so badly needed I went to amazon.com
I so badly needed I went to amazon.com
I so badly needed I went to amazon.com and I bought the wallpaper magazine
and I bought the wallpaper magazine
and I bought the wallpaper magazine guide to the city of Marrakech where I
guide to the city of Marrakech where I
guide to the city of Marrakech where I was planning on going the guide arrived
was planning on going the guide arrived
was planning on going the guide arrived I planned my trip and basically verbatim
I planned my trip and basically verbatim
I planned my trip and basically verbatim I took the recommendations of the
I took the recommendations of the
I took the recommendations of the editors of wallpaper magazine
editors of wallpaper magazine
editors of wallpaper magazine and boy did I have a great time each
and boy did I have a great time each
and boy did I have a great time each recommendation was better than the last
recommendation was better than the last
recommendation was better than the last so much so that at the end of my trip
so much so that at the end of my trip
so much so that at the end of my trip when I was sitting in the airport lounge
when I was sitting in the airport lounge
when I was sitting in the airport lounge waiting for my flight back to JFK I went
waiting for my flight back to JFK I went
waiting for my flight back to JFK I went back to Amazon and I bought ten more
back to Amazon and I bought ten more
back to Amazon and I bought ten more wallpaper city guides to cities that I
wallpaper city guides to cities that I
wallpaper city guides to cities that I was planning on going to in the future
was planning on going to in the future
was planning on going to in the future and so it’s like I’m gonna get a little
and so it’s like I’m gonna get a little
and so it’s like I’m gonna get a little personal here I’m going to share a
personal here I’m going to share a
personal here I’m going to share a little bit of a personal quirk some
little bit of a personal quirk some
little bit of a personal quirk some could call it an idiosyncrasy or
could call it an idiosyncrasy or
could call it an idiosyncrasy or defining characteristic I tend to need
defining characteristic I tend to need
defining characteristic I tend to need to know the math and statistics of
to know the math and statistics of
to know the math and statistics of everything going on around me and so
everything going on around me and so
everything going on around me and so there’s a lot of numbers flying around
there’s a lot of numbers flying around
there’s a lot of numbers flying around in my head at all times and so I knew
in my head at all times and so I knew
in my head at all times and so I knew enough about publishing to know that the
enough about publishing to know that the
enough about publishing to know that the editors of wallpaper had probably made a
editors of wallpaper had probably made a
editors of wallpaper had probably made a dollar 50 in me purchasing this $10 book
dollar 50 in me purchasing this $10 book
dollar 50 in me purchasing this $10 book I also knew enough about the travel
I also knew enough about the travel
I also knew enough about the travel agency or online travel agency business
agency or online travel agency business
agency or online travel agency business to know that Expedia had made about
to know that Expedia had made about
to know that Expedia had made about $1,500 as I booked this $10,000 trip
$1,500 as I booked this $10,000 trip
$1,500 as I booked this $10,000 trip wait a second so the people who actually
wait a second so the people who actually
wait a second so the people who actually helped curate the experience and give me
helped curate the experience and give me
helped curate the experience and give me a fabulous week made a dollar fifty and
a fabulous week made a dollar fifty and
a fabulous week made a dollar fifty and this compares to the people who simply
this compares to the people who simply
this compares to the people who simply took my credit card and they made $1,500
took my credit card and they made $1,500
took my credit card and they made $1,500 so as a marketer at heart kind of took a
so as a marketer at heart kind of took a
so as a marketer at heart kind of took a step back and said in what marketing
step back and said in what marketing
step back and said in what marketing ecosystem is that a reality where were
ecosystem is that a reality where were
ecosystem is that a reality where were the people who inspire the transaction
the people who inspire the transaction
the people who inspire the transaction make one one-thousandth in this case of
make one one-thousandth in this case of
make one one-thousandth in this case of the people who simply process the
the people who simply process the
the people who simply process the payment and I as I felt this sort of
payment and I as I felt this sort of
payment and I as I felt this sort of Jerry Maguire moment sweeping over me I
Jerry Maguire moment sweeping over me I
Jerry Maguire moment sweeping over me I landed in JFK back to life and back to
landed in JFK back to life and back to
landed in JFK back to life and back to reality
reality
reality fast forward to 2014 we had just taken
fast forward to 2014 we had just taken
fast forward to 2014 we had just taken every day health public on the New York
every day health public on the New York
every day health public on the New York Stock Exchange which I used as my
Stock Exchange which I used as my
Stock Exchange which I used as my curtain call to exit and I was again in
curtain call to exit and I was again in
curtain call to exit and I was again in need of another epic disconnect this
need of another epic disconnect this
need of another epic disconnect this time I took what I’ll call the 30 day
time I took what I’ll call the 30 day
time I took what I’ll call the 30 day March Madness sabbatical and that
March Madness sabbatical and that
March Madness sabbatical and that basically it’s very much what it sounds
basically it’s very much what it sounds
basically it’s very much what it sounds like i sat on my couch for about 30 days
like i sat on my couch for about 30 days
like i sat on my couch for about 30 days and I watched every single March Madness
and I watched every single March Madness
and I watched every single March Madness game as my wife watched on horrified at
game as my wife watched on horrified at
game as my wife watched on horrified at the end of the tournament she turned to
the end of the tournament she turned to
the end of the tournament she turned to me and said I really hope this isn’t
me and said I really hope this isn’t
me and said I really hope this isn’t what your everyday health life post
what your everyday health life post
what your everyday health life post everyday health life is gonna look like
everyday health life is gonna look like
everyday health life is gonna look like I said don’t worry honey
I said don’t worry honey
I said don’t worry honey I have this I had this Jerry Maguire
I have this I had this Jerry Maguire
I have this I had this Jerry Maguire moment years ago I’m going to go back
moment years ago I’m going to go back
moment years ago I’m going to go back and revisit it and I’m going to see if
and revisit it and I’m going to see if
and revisit it and I’m going to see if there’s something there so you know I’d
there’s something there so you know I’d
there’s something there so you know I’d reached out to my friends who ran
reached out to my friends who ran
reached out to my friends who ran different travel publishing businesses I
different travel publishing businesses I
different travel publishing businesses I networked and met some c-suite Hotel
networked and met some c-suite Hotel
networked and met some c-suite Hotel executives I met some hotel general
executives I met some hotel general
executives I met some hotel general managers and I started doing research I
managers and I started doing research I
managers and I started doing research I tripped across the Greenwich Hotel which
tripped across the Greenwich Hotel which
tripped across the Greenwich Hotel which is literally around the corner from
is literally around the corner from
is literally around the corner from where I live in Tribeca and their
where I live in Tribeca and their
where I live in Tribeca and their story’s a little different you know
story’s a little different you know
story’s a little different you know they’re at ninety five percent occupancy
they’re at ninety five percent occupancy
they’re at ninety five percent occupancy and they by policy will never be on an
and they by policy will never be on an
and they by policy will never be on an OTA so how do they do it well Robert De
OTA so how do they do it well Robert De
OTA so how do they do it well Robert De Niro’s one of the owners he’s also one
Niro’s one of the owners he’s also one
Niro’s one of the owners he’s also one of the founders of the Tribeca Film
of the founders of the Tribeca Film
of the founders of the Tribeca Film Festival and so every year his posse or
Festival and so every year his posse or
Festival and so every year his posse or crew or entourage descends on the hotel
crew or entourage descends on the hotel
crew or entourage descends on the hotel as part of the Tribeca Film Festival and
as part of the Tribeca Film Festival and
as part of the Tribeca Film Festival and that gets picked up in Hollywood
that gets picked up in Hollywood
that gets picked up in Hollywood Reporter and travel and leisure and
Reporter and travel and leisure and
Reporter and travel and leisure and Conde Nast Traveler and all sorts of
Conde Nast Traveler and all sorts of
Conde Nast Traveler and all sorts of blogs and and they really know that
blogs and and they really know that
blogs and and they really know that every year they have this reliable PR
every year they have this reliable PR
every year they have this reliable PR engine and so the hotels complete is is
engine and so the hotels complete is is
engine and so the hotels complete is is is is completely full and really a case
is is completely full and really a case
is is completely full and really a case study in a successful independent hotel
study in a successful independent hotel
study in a successful independent hotel and then I came across another hotel
and then I came across another hotel
and then I came across another hotel that’ll talk about the Gladstone Hotel
that’ll talk about the Gladstone Hotel
that’ll talk about the Gladstone Hotel in Toronto it’s a small 37 room hotel
in Toronto it’s a small 37 room hotel
in Toronto it’s a small 37 room hotel where each of the rooms was designed by
where each of the rooms was designed by
where each of the rooms was designed by a local artist and on a monthly basis
a local artist and on a monthly basis
a local artist and on a monthly basis one of those artists does a major
one of those artists does a major
one of those artists does a major installation throughout the hotel
installation throughout the hotel
installation throughout the hotel and I would categorize their guests as
and I would categorize their guests as
and I would categorize their guests as as falling into one of two buckets those
as falling into one of two buckets those
as falling into one of two buckets those who knew that they were going to an art
who knew that they were going to an art
who knew that they were going to an art hotel with a very avant-garde Flair
hotel with a very avant-garde Flair
hotel with a very avant-garde Flair maybe they read in Conde Nast traveler’s
maybe they read in Conde Nast traveler’s
maybe they read in Conde Nast traveler’s list of 10 best places to stay for
list of 10 best places to stay for
list of 10 best places to stay for Toronto Pride Week maybe they had read
Toronto Pride Week maybe they had read
Toronto Pride Week maybe they had read about the hotel and then other guests
about the hotel and then other guests
about the hotel and then other guests who had booked on Expedia and didn’t
who had booked on Expedia and didn’t
who had booked on Expedia and didn’t really know they were just looking for a
really know they were just looking for a
really know they were just looking for a four-star hotel on Queen West to stay at
four-star hotel on Queen West to stay at
four-star hotel on Queen West to stay at in Toronto and those guests when I was
in Toronto and those guests when I was
in Toronto and those guests when I was there there was a plant art installation
there there was a plant art installation
there there was a plant art installation that kind of made the hotel feel like a
that kind of made the hotel feel like a
that kind of made the hotel feel like a jungle and you could sort of almost pick
jungle and you could sort of almost pick
jungle and you could sort of almost pick out who had booked through an OTA and
out who had booked through an OTA and
out who had booked through an OTA and didn’t know what they were getting they
didn’t know what they were getting they
didn’t know what they were getting they kind of looked terrified
kind of looked terrified
kind of looked terrified they’re going to walk around the corner
they’re going to walk around the corner
they’re going to walk around the corner and there might be a tiger there or
and there might be a tiger there or
and there might be a tiger there or something so the the point that I’m
something so the the point that I’m
something so the the point that I’m making is is you know we all wish we
making is is you know we all wish we
making is is you know we all wish we could be in the enviable position of a
could be in the enviable position of a
could be in the enviable position of a Greenwich Hotel where every year there’s
Greenwich Hotel where every year there’s
Greenwich Hotel where every year there’s this huge PR shot and that lasts the
this huge PR shot and that lasts the
this huge PR shot and that lasts the whole year and then there’s but but but
whole year and then there’s but but but
whole year and then there’s but but but it content and publishers you know new
it content and publishers you know new
it content and publishers you know new things don’t happen all the time and so
things don’t happen all the time and so
things don’t happen all the time and so how does how do so so that’s why I
how does how do so so that’s why I
how does how do so so that’s why I believe publishers haven’t really found
believe publishers haven’t really found
believe publishers haven’t really found their way into a core part of the
their way into a core part of the
their way into a core part of the economic engine of a hotel in the same
economic engine of a hotel in the same
economic engine of a hotel in the same way that an Expedia has and does it have
way that an Expedia has and does it have
way that an Expedia has and does it have to stay that way
to stay that way
to stay that way well I’ll take a step back and share a
well I’ll take a step back and share a
well I’ll take a step back and share a case study I think it’s going to be one
case study I think it’s going to be one
case study I think it’s going to be one of the most important case studies in
of the most important case studies in
of the most important case studies in sort of marketing and advertising go
sort of marketing and advertising go
sort of marketing and advertising go back to 2007 MySpace and Facebook are
back to 2007 MySpace and Facebook are
back to 2007 MySpace and Facebook are both about the same size each of them
both about the same size each of them
both about the same size each of them are each about a hundred million people
are each about a hundred million people
are each about a hundred million people and they’re both cool in different ways
and they’re both cool in different ways
and they’re both cool in different ways MySpace more music and Facebook a little
MySpace more music and Facebook a little
MySpace more music and Facebook a little bit more personal communities and
bit more personal communities and
bit more personal communities and myspace is owned by Fox and Fox is used
myspace is owned by Fox and Fox is used
myspace is owned by Fox and Fox is used to making money by selling TV ads or a
to making money by selling TV ads or a
to making money by selling TV ads or a spot you buy the sod and whatever
spot you buy the sod and whatever
spot you buy the sod and whatever happens happens and that was their
happens happens and that was their
happens happens and that was their business model Facebook on the other
business model Facebook on the other
business model Facebook on the other hand took a little bit different a
hand took a little bit different a
hand took a little bit different a different approach they engaged in the
different approach they engaged in the
different approach they engaged in the conversation with the largest marketers
conversation with the largest marketers
conversation with the largest marketers in the world and and I’m going to dig
in the world and and I’m going to dig
in the world and and I’m going to dig into how they work with Procter and
into how they work with Procter and
into how they work with Procter and Gamble they basically said we’ve built a
Gamble they basically said we’ve built a
Gamble they basically said we’ve built a big audience we really like to work with
big audience we really like to work with
big audience we really like to work with you guys you guys have been doing some
you guys you guys have been doing some
you guys you guys have been doing some testing
testing
testing you know one of your brands let’s say
you know one of your brands let’s say
you know one of your brands let’s say tide spent a million dollars getting
tide spent a million dollars getting
tide spent a million dollars getting more people to like the brands we want
more people to like the brands we want
more people to like the brands we want you to you know what will it take for
you to you know what will it take for
you to you know what will it take for you guys to spend more and the brand
you guys to spend more and the brand
you guys to spend more and the brand managers answer was very logical if you
managers answer was very logical if you
managers answer was very logical if you can show those million people who liked
can show those million people who liked
can show those million people who liked our brand you know now spends there are
our brand you know now spends there are
our brand you know now spends there are now buying more tide and their ROI is
now buying more tide and their ROI is
now buying more tide and their ROI is good then of course we’ll spend more
good then of course we’ll spend more
good then of course we’ll spend more money and so Facebook instead of just
money and so Facebook instead of just
money and so Facebook instead of just saying oh we’re growing we’re exploding
saying oh we’re growing we’re exploding
saying oh we’re growing we’re exploding we’re so big they actually engage in the
we’re so big they actually engage in the
we’re so big they actually engage in the conversation and they enabled the credit
conversation and they enabled the credit
conversation and they enabled the credit environment where they could share their
environment where they could share their
environment where they could share their data in an anonymized way with research
data in an anonymized way with research
data in an anonymized way with research with a research company that PNG was
with a research company that PNG was
with a research company that PNG was working with and basically the research
working with and basically the research
working with and basically the research company got the data here’s the million
company got the data here’s the million
company got the data here’s the million people who now like tied because of the
people who now like tied because of the
people who now like tied because of the Facebook of the of the Facebook
Facebook of the of the Facebook
Facebook of the of the Facebook marketing and they the research company
marketing and they the research company
marketing and they the research company pulled down customer loyalty data 70% of
pulled down customer loyalty data 70% of
pulled down customer loyalty data 70% of drug store and grocery transactions even
drug store and grocery transactions even
drug store and grocery transactions even though they’re not happening online
though they’re not happening online
though they’re not happening online where it’s easy to measure their
where it’s easy to measure their
where it’s easy to measure their customer loyalty programs allow
customer loyalty programs allow
customer loyalty programs allow marketers to measure them so the
marketers to measure them so the
marketers to measure them so the research company pulled that data in and
research company pulled that data in and
research company pulled that data in and so then they were able to add the
so then they were able to add the
so then they were able to add the correlation they said okay well here’s
correlation they said okay well here’s
correlation they said okay well here’s these million people and here they are
these million people and here they are
these million people and here they are they’re buying a lot more tied so you
they’re buying a lot more tied so you
they’re buying a lot more tied so you know fast forward Facebook has
know fast forward Facebook has
know fast forward Facebook has flourished myspace is a little bit of
flourished myspace is a little bit of
flourished myspace is a little bit of history and what does this have to do
history and what does this have to do
history and what does this have to do with with publishing and hotels well
with with publishing and hotels well
with with publishing and hotels well with all due respect to most travel
with all due respect to most travel
with all due respect to most travel publishers I’m going to say that I think
publishers I’m going to say that I think
publishers I’m going to say that I think they’ve acted a little bit like MySpace
they’ve acted a little bit like MySpace
they’ve acted a little bit like MySpace whereby they’ve said here’s a beautiful
whereby they’ve said here’s a beautiful
whereby they’ve said here’s a beautiful odd page it’ll be in the beach issue
odd page it’ll be in the beach issue
odd page it’ll be in the beach issue it’ll be thirty thousand dollars and
it’ll be thirty thousand dollars and
it’ll be thirty thousand dollars and when hotel says well what am I going to
when hotel says well what am I going to
when hotel says well what am I going to get for that you’re going to get this
get for that you’re going to get this
get for that you’re going to get this beautiful page in the beach issue and
beautiful page in the beach issue and
beautiful page in the beach issue and well what about the revenue because I’m
well what about the revenue because I’m
well what about the revenue because I’m accountable for that it’s going to look
accountable for that it’s going to look
accountable for that it’s going to look really great you know you’re amongst
really great you know you’re amongst
really great you know you’re amongst Lexus and some of the best advertisers
Lexus and some of the best advertisers
Lexus and some of the best advertisers in the world and really the publishers
in the world and really the publishers
in the world and really the publishers don’t know how to engage in that in in
don’t know how to engage in that in in
don’t know how to engage in that in in that question and this is kind of the
that question and this is kind of the
that question and this is kind of the culmination of my Jerry Maguire moment
culmination of my Jerry Maguire moment
culmination of my Jerry Maguire moment from 2008 my new company curiosity is
from 2008 my new company curiosity is
from 2008 my new company curiosity is actually in the middle of the largest
actually in the middle of the largest
actually in the middle of the largest study
study
study ever been conducted I’m going to fathom
ever been conducted I’m going to fathom
ever been conducted I’m going to fathom that it would cost five million dollars
that it would cost five million dollars
that it would cost five million dollars to hire McKinsey to do this research but
to hire McKinsey to do this research but
to hire McKinsey to do this research but you basically we have 15 hotels who are
you basically we have 15 hotels who are
you basically we have 15 hotels who are sharing their primary booking files with
sharing their primary booking files with
sharing their primary booking files with us we have five publishers who we’ve
us we have five publishers who we’ve
us we have five publishers who we’ve embedded with tracking codes that allow
embedded with tracking codes that allow
embedded with tracking codes that allow us to see which users are reading about
us to see which users are reading about
us to see which users are reading about which hotels and we’re actually
which hotels and we’re actually
which hotels and we’re actually measuring on a one to one user basis
measuring on a one to one user basis
measuring on a one to one user basis okay this user read about this hotel and
okay this user read about this hotel and
okay this user read about this hotel and here they are they stayed at the hotel
here they are they stayed at the hotel
here they are they stayed at the hotel 90 days later that publisher deserves
90 days later that publisher deserves
90 days later that publisher deserves some credit if we create some incentives
some credit if we create some incentives
some credit if we create some incentives something good might happen and so while
something good might happen and so while
something good might happen and so while the study is not yet finished we’re you
the study is not yet finished we’re you
the study is not yet finished we’re you know it’s been running for almost a year
know it’s been running for almost a year
know it’s been running for almost a year now I will be publishing it in the fall
now I will be publishing it in the fall
now I will be publishing it in the fall and I’ll give you a little snapshot
and I’ll give you a little snapshot
and I’ll give you a little snapshot though I’ll tell you some data out now
though I’ll tell you some data out now
though I’ll tell you some data out now our first publishing partner we actually
our first publishing partner we actually
our first publishing partner we actually co-created surface hotels calm with the
co-created surface hotels calm with the
co-created surface hotels calm with the editors of surface magazine and with on
editors of surface magazine and with on
editors of surface magazine and with on surface hotels calm we took a hotel that
surface hotels calm we took a hotel that
surface hotels calm we took a hotel that had two properties one in Miami and one
had two properties one in Miami and one
had two properties one in Miami and one in New York and we we divided the
in New York and we we divided the
in New York and we we divided the surface audience into two we said okay
surface audience into two we said okay
surface audience into two we said okay we’re going to market these hotels very
we’re going to market these hotels very
we’re going to market these hotels very heavily and have all of this side read
heavily and have all of this side read
heavily and have all of this side read about the hotels we’re not going to
about the hotels we’re not going to
about the hotels we’re not going to market the content about about these
market the content about about these
market the content about about these hotels to this other side and to create
hotels to this other side and to create
hotels to this other side and to create a test and control group and basically
a test and control group and basically
a test and control group and basically for the people who were exposed to the
for the people who were exposed to the
for the people who were exposed to the content repetitively for every thousand
content repetitively for every thousand
content repetitively for every thousand people about nine of them ended up
people about nine of them ended up
people about nine of them ended up staying at one of these two properties
staying at one of these two properties
staying at one of these two properties in the next six months for the
in the next six months for the
in the next six months for the non-controlled or for the group that was
non-controlled or for the group that was
non-controlled or for the group that was not exposed only one of the in a
not exposed only one of the in a
not exposed only one of the in a thousand people stayed at that Hotel in
thousand people stayed at that Hotel in
thousand people stayed at that Hotel in the next six months
the next six months
the next six months so we deduce that to 95% statistical
so we deduce that to 95% statistical
so we deduce that to 95% statistical significance that 8 out of a thousand
significance that 8 out of a thousand
significance that 8 out of a thousand people were impacted by the content that
people were impacted by the content that
people were impacted by the content that was on the site – then therefore stay at
was on the site – then therefore stay at
was on the site – then therefore stay at the hotel so there you have it you know
the hotel so there you have it you know
the hotel so there you have it you know you can actually measure the point of
you can actually measure the point of
you can actually measure the point of inspiration and and and publishers can
inspiration and and and publishers can
inspiration and and and publishers can actually do this if they want to and
actually do this if they want to and
actually do this if they want to and hotels can work with publishers in this
hotels can work with publishers in this
hotels can work with publishers in this way if they want to engage with
way if they want to engage with
way if they want to engage with in this way and so while I’m not I’m not
in this way and so while I’m not I’m not
in this way and so while I’m not I’m not really suggesting that Expedia and
really suggesting that Expedia and
really suggesting that Expedia and Priceline are going to go away or not be
Priceline are going to go away or not be
Priceline are going to go away or not be relevant in the ecosystem I’m just
relevant in the ecosystem I’m just
relevant in the ecosystem I’m just saying that maybe hotels should consider
saying that maybe hotels should consider
saying that maybe hotels should consider instead of spending ninety five percent
instead of spending ninety five percent
instead of spending ninety five percent of their resources and focus trying to
of their resources and focus trying to
of their resources and focus trying to close the deal maybe they should be
close the deal maybe they should be
close the deal maybe they should be spending 5050 and trying to try to
spending 5050 and trying to try to
spending 5050 and trying to try to create more demand where they where if
create more demand where they where if
create more demand where they where if they weren’t even on those platforms
they weren’t even on those platforms
they weren’t even on those platforms some of the time
some of the time
some of the time it wouldn’t hurt their businesses so
it wouldn’t hurt their businesses so
it wouldn’t hurt their businesses so much like the Greenwich hotel but
much like the Greenwich hotel but
much like the Greenwich hotel but obviously without balance is what is is
obviously without balance is what is is
obviously without balance is what is is what we think where we think the
what we think where we think the
what we think where we think the pendulum will end up and so we’re
pendulum will end up and so we’re
pendulum will end up and so we’re excited to pave the way to reshape the
excited to pave the way to reshape the
excited to pave the way to reshape the conversation that publishers and hotels
conversation that publishers and hotels
conversation that publishers and hotels are having and I think the result will
are having and I think the result will
are having and I think the result will be more profitable hotels happier guests
be more profitable hotels happier guests
be more profitable hotels happier guests who find the right hotels and more money
who find the right hotels and more money
who find the right hotels and more money for travel publishers to produce content
for travel publishers to produce content
for travel publishers to produce content that creates further inspiration in the
that creates further inspiration in the
that creates further inspiration in the future a truly virtuous circle thank you
future a truly virtuous circle thank you
future a truly virtuous circle thank you [Applause]
”
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