like most creative people I’m a bit of a risk-taker what if the earliest risks I
risk-taker what if the earliest risks I
risk-taker what if the earliest risks I took started with a guy that I met in an
took started with a guy that I met in an
took started with a guy that I met in an elevator by chance in Brooklyn the next
elevator by chance in Brooklyn the next
elevator by chance in Brooklyn the next day
day
day we ran into each other at the bus stop
we ran into each other at the bus stop
we ran into each other at the bus stop we got to talking and we ended up
we got to talking and we ended up
we got to talking and we ended up blowing off our plans and spending the
blowing off our plans and spending the
blowing off our plans and spending the day at the Museum it was only a couple
day at the Museum it was only a couple
day at the Museum it was only a couple of months later that we ended up driving
of months later that we ended up driving
of months later that we ended up driving across country to come here to Pasadena
across country to come here to Pasadena
across country to come here to Pasadena and attend the Art Center together this
and attend the Art Center together this
and attend the Art Center together this adventure could have turned out to be a
adventure could have turned out to be a
adventure could have turned out to be a complete disaster but instead it turned
complete disaster but instead it turned
complete disaster but instead it turned out to be a major turning point in our
out to be a major turning point in our
out to be a major turning point in our lives I discovered a whole new field of
lives I discovered a whole new field of
lives I discovered a whole new field of design as it was emerging only in
design as it was emerging only in
design as it was emerging only in California and I became a pioneer in the
California and I became a pioneer in the
California and I became a pioneer in the field of user experience now I work at
field of user experience now I work at
field of user experience now I work at Google as a design director and my
Google as a design director and my
Google as a design director and my husband you know the guy I met in the
husband you know the guy I met in the
husband you know the guy I met in the elevator in Brooklyn by chance 30 years
elevator in Brooklyn by chance 30 years
elevator in Brooklyn by chance 30 years ago he is a virtual reality artist at
ago he is a virtual reality artist at
ago he is a virtual reality artist at Facebook but it wasn’t just chance what
Facebook but it wasn’t just chance what
Facebook but it wasn’t just chance what looked like risky impulsive decisions
looked like risky impulsive decisions
looked like risky impulsive decisions were actually creative intuitive
were actually creative intuitive
were actually creative intuitive decisions researchers say that what we
decisions researchers say that what we
decisions researchers say that what we think of as intuition is at its heart
think of as intuition is at its heart
think of as intuition is at its heart highly developed pattern recognition and
highly developed pattern recognition and
highly developed pattern recognition and that those that have never faced
that those that have never faced
that those that have never faced negative outcomes or those that have
negative outcomes or those that have
negative outcomes or those that have never failed have a critical gap in the
never failed have a critical gap in the
never failed have a critical gap in the body of experience that intuitions based
body of experience that intuitions based
body of experience that intuitions based on so we all know that intuitions
on so we all know that intuitions
on so we all know that intuitions required to navigate new and uncharted
required to navigate new and uncharted
required to navigate new and uncharted territory that’s why many venture
territory that’s why many venture
territory that’s why many venture capitalists won’t even invest in a new
capitalists won’t even invest in a new
capitalists won’t even invest in a new enterprise if the founder hasn’t
enterprise if the founder hasn’t
enterprise if the founder hasn’t undergone failure because it’s only
undergone failure because it’s only
undergone failure because it’s only through doing things that don’t work
through doing things that don’t work
through doing things that don’t work that a person can cultivate intuition
that a person can cultivate intuition
that a person can cultivate intuition start to recognize patterns and see
start to recognize patterns and see
start to recognize patterns and see warning signs and make smart course
warning signs and make smart course
warning signs and make smart course corrections
I’ve worked in the bay area since 1992
I’ve worked in the bay area since 1992 before the days of angel investing
before the days of angel investing
before the days of angel investing before the internet was a viable
before the internet was a viable
before the internet was a viable commercial platform before there were
commercial platform before there were
commercial platform before there were college programs to teach students how
college programs to teach students how
college programs to teach students how to build interfaces for software and
to build interfaces for software and
to build interfaces for software and that’s just to say that I grew up in a
that’s just to say that I grew up in a
that’s just to say that I grew up in a high risk environment as a professional
high risk environment as a professional
high risk environment as a professional I’ve lived that fail fast and learn
I’ve lived that fail fast and learn
I’ve lived that fail fast and learn experience every day for over 20 years
experience every day for over 20 years
experience every day for over 20 years and as a result my wheelhouse as a
and as a result my wheelhouse as a
and as a result my wheelhouse as a design leader is solving big ambiguous
design leader is solving big ambiguous
design leader is solving big ambiguous problems that have no apparent path to
problems that have no apparent path to
problems that have no apparent path to an answer so how do I lead teams through
an answer so how do I lead teams through
an answer so how do I lead teams through this kind of ambiguity often I use
this kind of ambiguity often I use
this kind of ambiguity often I use what’s called design thinking because it
what’s called design thinking because it
what’s called design thinking because it assumes that there are solutions to
assumes that there are solutions to
assumes that there are solutions to ambiguous problems and it helps teams
ambiguous problems and it helps teams
ambiguous problems and it helps teams unpack those big problems and think in
unpack those big problems and think in
unpack those big problems and think in unconventional ways to get to solutions
unconventional ways to get to solutions
unconventional ways to get to solutions quickly this agility to solve design
quickly this agility to solve design
quickly this agility to solve design problems and meet business goals
problems and meet business goals
problems and meet business goals consistently it earned me a seat at a
consistently it earned me a seat at a
consistently it earned me a seat at a table by 2015 I was a vice president of
table by 2015 I was a vice president of
table by 2015 I was a vice president of research and design for a fortune one
research and design for a fortune one
research and design for a fortune one retail company I had learned the
retail company I had learned the
retail company I had learned the language of business and I had elevated
language of business and I had elevated
language of business and I had elevated the function of design to a strategic
the function of design to a strategic
the function of design to a strategic level the funny thing is that once I got
level the funny thing is that once I got
level the funny thing is that once I got there I realized that my voice as a
there I realized that my voice as a
there I realized that my voice as a creative intuitive thinker just wasn’t
creative intuitive thinker just wasn’t
creative intuitive thinker just wasn’t as relevant there and many times really
as relevant there and many times really
as relevant there and many times really just wasn’t welcome I was spending my
just wasn’t welcome I was spending my
just wasn’t welcome I was spending my days and back-to-back meetings making
days and back-to-back meetings making
days and back-to-back meetings making decisions based on prepackaged
decisions based on prepackaged
decisions based on prepackaged slideshows I was traveling
slideshows I was traveling
slideshows I was traveling internationally to be a steward to the
internationally to be a steward to the
internationally to be a steward to the function of design that I was building
function of design that I was building
function of design that I was building essentially I had become more of an
essentially I had become more of an
essentially I had become more of an executive than a design leader imagine
executive than a design leader imagine
executive than a design leader imagine working so hard for so many years to get
working so hard for so many years to get
working so hard for so many years to get to the top of your career only to
to the top of your career only to
to the top of your career only to realize it just wasn’t as rewarding as
realize it just wasn’t as rewarding as
realize it just wasn’t as rewarding as you think it would be
you think it would be
you think it would be but then something completely disruptive
but then something completely disruptive
but then something completely disruptive happened a rare chance came my way I
happened a rare chance came my way I
happened a rare chance came my way I wasn’t really even looking for a new job
wasn’t really even looking for a new job
wasn’t really even looking for a new job when I had coffee with a CEO of a new
when I had coffee with a CEO of a new
when I had coffee with a CEO of a new startup I remember I was looking all
startup I remember I was looking all
startup I remember I was looking all over this coffee shop for the CEO person
over this coffee shop for the CEO person
over this coffee shop for the CEO person getting impatient and then out of the
getting impatient and then out of the
getting impatient and then out of the corner of my eye I see this woman riding
corner of my eye I see this woman riding
corner of my eye I see this woman riding up on a bike it turns out that was her
up on a bike it turns out that was her
up on a bike it turns out that was her that was the CEO she’s a woman and as I
that was the CEO she’s a woman and as I
that was the CEO she’s a woman and as I learned later a legend in Silicon Valley
learned later a legend in Silicon Valley
learned later a legend in Silicon Valley she was entering her 60s and spinning up
she was entering her 60s and spinning up
she was entering her 60s and spinning up her third startup without even flinching
her third startup without even flinching
her third startup without even flinching she had all this depth and engineering
she had all this depth and engineering
she had all this depth and engineering and in building innovative businesses
and in building innovative businesses
and in building innovative businesses but we were having coffee that day
but we were having coffee that day
but we were having coffee that day because she had a gap in her leadership
because she had a gap in her leadership
because she had a gap in her leadership team she needed someone to come in and
team she needed someone to come in and
team she needed someone to come in and build her product management and design
build her product management and design
build her product management and design team and when she was describing the
team and when she was describing the
team and when she was describing the kind of design leader she was looking
kind of design leader she was looking
kind of design leader she was looking for it was like she was describing me
for it was like she was describing me
for it was like she was describing me intuitively I was compelled to pursue
intuitively I was compelled to pursue
intuitively I was compelled to pursue this opportunity but logically it would
this opportunity but logically it would
this opportunity but logically it would mean leaving the security I left for my
mean leaving the security I left for my
mean leaving the security I left for my family behind I mean I was still paying
family behind I mean I was still paying
family behind I mean I was still paying student loans in my 40s and I just
student loans in my 40s and I just
student loans in my 40s and I just didn’t have the courage to pursue this
didn’t have the courage to pursue this
didn’t have the courage to pursue this opportunity I remember talking with my
opportunity I remember talking with my
opportunity I remember talking with my husband and saying you know since you
husband and saying you know since you
husband and saying you know since you just started at a startup I have to be
just started at a startup I have to be
just started at a startup I have to be the responsible one
the responsible one
the responsible one I mean someone has to have a real job we
I mean someone has to have a real job we
I mean someone has to have a real job we can’t raise our two kids and both be
can’t raise our two kids and both be
can’t raise our two kids and both be working at startups I remember you said
working at startups I remember you said
working at startups I remember you said to me Sahra you’re the only person in
to me Sahra you’re the only person in
to me Sahra you’re the only person in this room that’s saying that
and when I heard that I was the only one
and when I heard that I was the only one holding myself back
holding myself back
holding myself back I really felt challenged to go after
I really felt challenged to go after
I really felt challenged to go after what I wanted and then I realized this
what I wanted and then I realized this
what I wanted and then I realized this big problem were to take my future I
big problem were to take my future I
big problem were to take my future I could flip the Design Thinking methods
could flip the Design Thinking methods
could flip the Design Thinking methods that I use at work and apply them to my
that I use at work and apply them to my
that I use at work and apply them to my life so I asked her friend who was out
life so I asked her friend who was out
life so I asked her friend who was out of town for a long weekend if I could
of town for a long weekend if I could
of town for a long weekend if I could use her house and I packed up my design
use her house and I packed up my design
use her house and I packed up my design thinking tool kit post-it notes Sharpie
thinking tool kit post-it notes Sharpie
thinking tool kit post-it notes Sharpie pens tape dots to vote with and I set
pens tape dots to vote with and I set
pens tape dots to vote with and I set out to run a three days sprint to tackle
out to run a three days sprint to tackle
out to run a three days sprint to tackle this problem of where to take my career
this problem of where to take my career
this problem of where to take my career in design thinking we use a critical
in design thinking we use a critical
in design thinking we use a critical question that always starts with how
question that always starts with how
question that always starts with how might we in order to encourage divergent
might we in order to encourage divergent
might we in order to encourage divergent thinking and delay judgment and be more
thinking and delay judgment and be more
thinking and delay judgment and be more open to new ideas
open to new ideas
open to new ideas so what was the question that would lead
so what was the question that would lead
so what was the question that would lead me forward it was how might I align my
me forward it was how might I align my
me forward it was how might I align my career and my purpose so I became a
career and my purpose so I became a
career and my purpose so I became a participant observer and a research
participant observer and a research
participant observer and a research study of my life and post-it notes I
study of my life and post-it notes I
study of my life and post-it notes I wrote down all the pain points that I
wrote down all the pain points that I
wrote down all the pain points that I experienced in my career and I put them
experienced in my career and I put them
experienced in my career and I put them on a timeline at a tape and then I used
on a timeline at a tape and then I used
on a timeline at a tape and then I used dots to identify all the points in that
dots to identify all the points in that
dots to identify all the points in that timeline where I really grew and I
timeline where I really grew and I
timeline where I really grew and I thrived
at the end of this exercise I realized
at the end of this exercise I realized that the next phase of my career would
that the next phase of my career would
that the next phase of my career would be about working closely with teens
be about working closely with teens
be about working closely with teens again in men being part of and being
again in men being part of and being
again in men being part of and being present for that moment when ideas just
present for that moment when ideas just
present for that moment when ideas just click I realized this was my opportunity
click I realized this was my opportunity
click I realized this was my opportunity this was my chance to align my purpose
this was my chance to align my purpose
this was my chance to align my purpose in my career so my next chapter began I
in my career so my next chapter began I
in my career so my next chapter began I stepped into this new environment after
stepped into this new environment after
stepped into this new environment after only two weeks between jobs and the
only two weeks between jobs and the
only two weeks between jobs and the stark contrast and realities was almost
stark contrast and realities was almost
stark contrast and realities was almost paralyzing at a startup you have zero
paralyzing at a startup you have zero
paralyzing at a startup you have zero ramped up time and a very short runway
ramped up time and a very short runway
ramped up time and a very short runway to envision a product build it launch it
to envision a product build it launch it
to envision a product build it launch it prove value and pivot to do the next
prove value and pivot to do the next
prove value and pivot to do the next thing
thing
thing the pace is intense and the constant
the pace is intense and the constant
the pace is intense and the constant uncertainty can be daunting and if that
uncertainty can be daunting and if that
uncertainty can be daunting and if that wasn’t enough I was switching from
wasn’t enough I was switching from
wasn’t enough I was switching from designing consumer software to tackling
designing consumer software to tackling
designing consumer software to tackling the complexity of building enterprise
the complexity of building enterprise
the complexity of building enterprise software I was taking on the leadership
software I was taking on the leadership
software I was taking on the leadership role for not just research and design
role for not just research and design
role for not just research and design but also for product management my work
but also for product management my work
but also for product management my work structure was so my work environment was
structure was so my work environment was
structure was so my work environment was so unstructured that I really started
so unstructured that I really started
so unstructured that I really started spinning and doubt turned into fear and
spinning and doubt turned into fear and
spinning and doubt turned into fear and things that used to be easy for me to
things that used to be easy for me to
things that used to be easy for me to decide just weren’t easy anymore in this
decide just weren’t easy anymore in this
decide just weren’t easy anymore in this new environment everyone was doing
new environment everyone was doing
new environment everyone was doing things differently than I know how to do
things differently than I know how to do
things differently than I know how to do them it was incredibly disorienting at
them it was incredibly disorienting at
them it was incredibly disorienting at home bills stacked up unopened my gas
home bills stacked up unopened my gas
home bills stacked up unopened my gas and water got turned off my kids needed
and water got turned off my kids needed
and water got turned off my kids needed me and I felt really guilty because I
me and I felt really guilty because I
me and I felt really guilty because I wasn’t there for them and ultimately I
wasn’t there for them and ultimately I
wasn’t there for them and ultimately I had to get my bearings about me
at some point I realized that I had to
at some point I realized that I had to stop struggling and I had to grab a hold
stop struggling and I had to grab a hold
stop struggling and I had to grab a hold of my reality I mean it was clear to
of my reality I mean it was clear to
of my reality I mean it was clear to everyone that was around me that I was
everyone that was around me that I was
everyone that was around me that I was struggling and in an act of empathy my
struggling and in an act of empathy my
struggling and in an act of empathy my CEO sent me a video of an engineer who
CEO sent me a video of an engineer who
CEO sent me a video of an engineer who had learned to ride a bike backwards
had learned to ride a bike backwards
had learned to ride a bike backwards it’s a backwards brain bike so it
it’s a backwards brain bike so it
it’s a backwards brain bike so it doesn’t really go backwards the
doesn’t really go backwards the
doesn’t really go backwards the handlebars have gears in them so that it
handlebars have gears in them so that it
handlebars have gears in them so that it works opposite of what you learned you
works opposite of what you learned you
works opposite of what you learned you turn the bike to the left it goes to the
turn the bike to the left it goes to the
turn the bike to the left it goes to the right you turn it to the right it goes
right you turn it to the right it goes
right you turn it to the right it goes to the left and this engineer took this
to the left and this engineer took this
to the left and this engineer took this experiment on the road and traveled the
experiment on the road and traveled the
experiment on the road and traveled the world to demonstrate this neural
world to demonstrate this neural
world to demonstrate this neural phenomenon it was so powerful to watch
phenomenon it was so powerful to watch
phenomenon it was so powerful to watch all these people ride this bike for the
all these people ride this bike for the
all these people ride this bike for the first time in each case they got up to
first time in each case they got up to
first time in each case they got up to the bike they got on but the minute they
the bike they got on but the minute they
the bike they got on but the minute they started to pedal they put their foot on
started to pedal they put their foot on
started to pedal they put their foot on the ground to keep themselves from
the ground to keep themselves from
the ground to keep themselves from falling that’s just how deeply ingrained
falling that’s just how deeply ingrained
falling that’s just how deeply ingrained that algorithms is that makes noise and
that algorithms is that makes noise and
that algorithms is that makes noise and forward motion on a bike possible this
forward motion on a bike possible this
forward motion on a bike possible this is how you must feel she said and for
is how you must feel she said and for
is how you must feel she said and for the first time in a long time I felt
the first time in a long time I felt
the first time in a long time I felt understood but even more importantly the
understood but even more importantly the
understood but even more importantly the message in the engineers experiment was
message in the engineers experiment was
message in the engineers experiment was profound for me at that point in my
profound for me at that point in my
profound for me at that point in my journey that algorithm in your brain
journey that algorithm in your brain
journey that algorithm in your brain that makes riding a bike automatic it’s
that makes riding a bike automatic it’s
that makes riding a bike automatic it’s so deeply ingrained that you don’t even
so deeply ingrained that you don’t even
so deeply ingrained that you don’t even think about it until you try to ride a
think about it until you try to ride a
think about it until you try to ride a bike differently which seems impossible
bike differently which seems impossible
bike differently which seems impossible at first but this engineer was able to
at first but this engineer was able to
at first but this engineer was able to demonstrate that he could reset his
demonstrate that he could reset his
demonstrate that he could reset his brain to unlearn that deeply ingrained
brain to unlearn that deeply ingrained
brain to unlearn that deeply ingrained algorithm it took him eight months of
algorithm it took him eight months of
algorithm it took him eight months of falling and getting back up but in the
falling and getting back up but in the
falling and getting back up but in the end he was able to prove that he could
end he was able to prove that he could
end he was able to prove that he could rewire his brain to ride a backwards
rewire his brain to ride a backwards
rewire his brain to ride a backwards brain bike
at this point it was clear to me that my
at this point it was clear to me that my fear of failure was distorting reality
fear of failure was distorting reality
fear of failure was distorting reality and I remembered that one of my best
and I remembered that one of my best
and I remembered that one of my best friends told me that fear f.e.a.r is
friends told me that fear f.e.a.r is
friends told me that fear f.e.a.r is just fantasy experienced as reality fear
just fantasy experienced as reality fear
just fantasy experienced as reality fear can feel very very real but it’s not
can feel very very real but it’s not
can feel very very real but it’s not real it’s just the fantasy of something
real it’s just the fantasy of something
real it’s just the fantasy of something going wrong and I reflected on that as I
going wrong and I reflected on that as I
going wrong and I reflected on that as I thought about all of the worst-case
thought about all of the worst-case
thought about all of the worst-case scenarios and the worries flying around
scenarios and the worries flying around
scenarios and the worries flying around in my head so I thought if this engineer
in my head so I thought if this engineer
in my head so I thought if this engineer could relearn how to ride a bike that
could relearn how to ride a bike that
could relearn how to ride a bike that worked differently than what he was used
worked differently than what he was used
worked differently than what he was used to then I could relearn how to be a
to then I could relearn how to be a
to then I could relearn how to be a designer in an environment that I was
designer in an environment that I was
designer in an environment that I was not used to this backwards brain bike
not used to this backwards brain bike
not used to this backwards brain bike metaphor empowered me to get out of a
metaphor empowered me to get out of a
metaphor empowered me to get out of a fearful mindset and access my creativity
fearful mindset and access my creativity
fearful mindset and access my creativity that I could adapt and move forward
so as I contemplated on that I decided I
so as I contemplated on that I decided I do things differently instead of
do things differently instead of
do things differently instead of inviting instead of avoiding risk I
inviting instead of avoiding risk I
inviting instead of avoiding risk I invited risk I open up the design
invited risk I open up the design
invited risk I open up the design process to the entire company
process to the entire company
process to the entire company I got engineers from interns to
I got engineers from interns to
I got engineers from interns to architects to take part in design
architects to take part in design
architects to take part in design sprints and play an active role in
sprints and play an active role in
sprints and play an active role in envisioning the product we build I
envisioning the product we build I
envisioning the product we build I insisted that we all go out into the
insisted that we all go out into the
insisted that we all go out into the field and we observe the attitudes and
field and we observe the attitudes and
field and we observe the attitudes and the behaviors of the people who are
the behaviors of the people who are
the behaviors of the people who are designing for I didn’t create fully
designing for I didn’t create fully
designing for I didn’t create fully rationalized presentations to sell to
rationalized presentations to sell to
rationalized presentations to sell to our stakeholders we work directly with
our stakeholders we work directly with
our stakeholders we work directly with our founders and our engineers we
our founders and our engineers we
our founders and our engineers we debated the merits of ideas in real time
debated the merits of ideas in real time
debated the merits of ideas in real time not in scheduled meetings we built the
not in scheduled meetings we built the
not in scheduled meetings we built the product together and in the end in each
product together and in the end in each
product together and in the end in each of our own ways we all learn to adopt
of our own ways we all learn to adopt
of our own ways we all learn to adopt and ride that metaphorical bike
and ride that metaphorical bike
and ride that metaphorical bike differently
whether it’s in my design practice or
whether it’s in my design practice or it’s in my personal life I see growth as
it’s in my personal life I see growth as
it’s in my personal life I see growth as a cycle risk exposes us to vulnerability
a cycle risk exposes us to vulnerability
a cycle risk exposes us to vulnerability and with safety stripped away
and with safety stripped away
and with safety stripped away authenticity is revealed without taking
authenticity is revealed without taking
authenticity is revealed without taking risks we avoid vulnerability and without
risks we avoid vulnerability and without
risks we avoid vulnerability and without vulnerability we can’t expose our
vulnerability we can’t expose our
vulnerability we can’t expose our authentic selves to rise to new
authentic selves to rise to new
authentic selves to rise to new challenges the value of the risk of
challenges the value of the risk of
challenges the value of the risk of failing big is that the scope of the
failing big is that the scope of the
failing big is that the scope of the fall shatters all past patterns of
fall shatters all past patterns of
fall shatters all past patterns of knowing and if you can learn to adapt it
knowing and if you can learn to adapt it
knowing and if you can learn to adapt it not only changes what you think you know
not only changes what you think you know
not only changes what you think you know it changes who you think you are the
it changes who you think you are the
it changes who you think you are the person you are after the fall is
person you are after the fall is
person you are after the fall is significantly different than the person
significantly different than the person
significantly different than the person you were before it’s not just that the
you were before it’s not just that the
you were before it’s not just that the patterns change your capacity to
patterns change your capacity to
patterns change your capacity to recognize patterns has been transformed
recognize patterns has been transformed
recognize patterns has been transformed TS Eliot said only those who will risk
TS Eliot said only those who will risk
TS Eliot said only those who will risk going too far can possibly find out how
going too far can possibly find out how
going too far can possibly find out how far one can go
far one can go
far one can go how far do you want to go if someone
how far do you want to go if someone
how far do you want to go if someone were to make a sketch note of my life so
were to make a sketch note of my life so
were to make a sketch note of my life so far it would look something like this
if you knew you had the power to design
if you knew you had the power to design the life that you want for yourself what
the life that you want for yourself what
the life that you want for yourself what would your sketch not look like and what
would your sketch not look like and what
would your sketch not look like and what are you willing to risk to get there who
are you willing to risk to get there who
are you willing to risk to get there who are the people in your life that will
are the people in your life that will
are the people in your life that will push you out of your comfort zone
push you out of your comfort zone
push you out of your comfort zone because when you’re fully engaged in
because when you’re fully engaged in
because when you’re fully engaged in living you will court failure embrace it
living you will court failure embrace it
living you will court failure embrace it design your way through it trust your
design your way through it trust your
design your way through it trust your intuition and see how far you can go
intuition and see how far you can go
intuition and see how far you can go thank you
thank you
thank you [Applause]
[Applause]
[Applause] you
”
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