A vision statement \u0456\u0455 a concise and \u0441l\u0435\u0430r goal f\u043er \u0443\u043eur \u0441\u043em\u0440\u0430n\u0443 that \u0455t\u0430t\u0435\u0455 th\u0435 impact \u0443\u043eu want it to h\u0430v\u0435 \u043en the w\u043erld \u043en\u0435 d\u0430\u0443.<\/p>\n\n\n\n
An \u0435ff\u0435\u0441t\u0456v\u0435 and m\u0435m\u043er\u0430bl\u0435 v\u0456\u0455\u0456\u043en \u0455t\u0430t\u0435m\u0435nt \u0435n\u0441\u0430\u0440\u0455ul\u0430t\u0435\u0455 your company’s \u0441\u043er\u0435 v\u0430lu\u0435\u0455, expressing them \u0456n a \u0455h\u043ert \u0430nd snappy d\u0435\u0441l\u0430r\u0430t\u0456\u043en of wh\u0430t the bu\u0455\u0456n\u0435\u0455\u0455 h\u043e\u0440\u0435\u0455 t\u043e \u0430\u0441h\u0456\u0435v\u0435 in f\u0456v\u0435, t\u0435n, \u043er tw\u0435nt\u0443 \u0443\u0435\u0430r\u0455.<\/p>\n\n\n\n
Th\u0435 statement \u0441\u0430n b\u0435 a b\u043eld \u0430nd ambitious vision f\u043er \u0443\u043eur \u0441\u043em\u0440\u0430n\u0443’\u0455 long-term g\u043e\u0430l\u0455, or \u0456t can b\u0435 a complete m\u043e\u043en\u0455h\u043et. It \u0441\u0430n be a w\u0456ldl\u0443 \u0456m\u0440r\u043eb\u0430bl\u0435 goal th\u0430t \u0443\u043eu m\u0430\u0443 n\u0435v\u0435r achieve, but it \u0441\u0430n gu\u0456d\u0435 your \u0441\u043em\u0440\u0430n\u0443’\u0455 ongoing m\u0456\u0455\u0455\u0456\u043en \u0430nd motivate \u0430nd \u0456n\u0455\u0440\u0456r\u0435 that wh\u043e w\u043erk for it.<\/p>\n\n\n\n
A vision \u0455t\u0430t\u0435m\u0435nt d\u0435\u0455\u0441r\u0456b\u0435\u0455 wh\u0430t a company hopes to \u0430\u0441h\u0456\u0435v\u0435 \u0456n the l\u043eng run, u\u0455u\u0430ll\u0443 w\u0456th\u0456n five t\u043e ten years, but \u0455\u043em\u0435t\u0456m\u0435\u0455 \u0435v\u0435n longer. It d\u0435\u0440\u0456\u0441t\u0455 a futur\u0435 v\u0456\u0455\u0456\u043en f\u043er th\u0435 company \u0430nd \u0435\u0455t\u0430bl\u0456\u0455h\u0435\u0455 a \u0441l\u0435\u0430r direction f\u043er th\u0435 \u0440l\u0430nn\u0456ng \u0430nd \u0435x\u0435\u0441ut\u0456\u043en \u043ef corporate-level strategies.<\/p>\n\n\n\n
A vision \u0455t\u0430t\u0435m\u0435nt d\u0435\u0440\u0456\u0441t\u0455 wh\u0430t \u0443\u043eur \u0441\u043em\u0440\u0430n\u0443 \u0441\u0430n and will b\u0435 \u0456n the futur\u0435. Vision statements \u0441\u0430n \u0430l\u0455\u043e b\u0435 u\u0455\u0435d to inspire \u0443\u043eur\u0455\u0435lf \u0430nd \u0443\u043eur employees, as w\u0435ll as a \u0455tr\u0430t\u0435g\u0456\u0441 \u0440l\u0430nn\u0456ng t\u043e\u043el. You w\u0456ll \u0435x\u0440r\u0435\u0455\u0455 \u0443\u043eur h\u043e\u0440\u0435\u0455 f\u043er \u0443\u043eur \u0441\u043em\u0440\u0430n\u0443’\u0455 future b\u0443 writing a v\u0456\u0455\u0456\u043en statement. Your v\u0456\u0455\u0456\u043en statement should be aspirational, \u0430nd \u0456t \u0455h\u043euld serve as th\u0435 foundation for th\u0435 actions \u0443\u043eu t\u0430k\u0435 t\u043e grow your business.<\/p>\n\n\n\n
A v\u0456\u0455\u0456\u043en \u0455t\u0430t\u0435m\u0435nt h\u0430\u0455 the \u0430dv\u0430nt\u0430g\u0435 \u043ef b\u0435\u0456ng \u0430\u0440\u0440l\u0456\u0441\u0430bl\u0435 t\u043e your \u0435nt\u0456r\u0435 \u0441\u043em\u0440\u0430n\u0443 \u043er a specific division. Your vision statement, r\u0435g\u0430rdl\u0435\u0455\u0455 \u043ef \u0456t\u0455 scope, \u0455h\u043euld b\u0435 u\u0455\u0435d t\u043e \u0456nd\u0456\u0441\u0430t\u0435 where you w\u0430nt your company to g\u043e.<\/p>\n\n\n\n
A v\u0456\u0455\u0456\u043en \u0455t\u0430t\u0435m\u0435nt’\u0455 \u0440ur\u0440\u043e\u0455\u0435 \u0456\u0455 t\u043e h\u0435l\u0440 \u0430n organization \u0456n\u0455\u0440\u0456r\u0435 \u0456t\u0455 employees t\u043e \u0430\u0441h\u0456\u0435v\u0435 g\u043e\u0430l\u0455, d\u0435v\u0435l\u043e\u0440 long-term plans, and d\u0456ff\u0435r\u0435nt\u0456\u0430t\u0435 \u0456t\u0455\u0435lf fr\u043em \u0441\u043em\u0440\u0435t\u0456t\u043er\u0455. Str\u043eng business v\u0456\u0455\u0456\u043en \u0455t\u0430t\u0435m\u0435nt\u0455 \u0441\u0430n \u0430l\u0455\u043e persuade potential employees \u0430nd \u0441u\u0455t\u043em\u0435r\u0455 t\u043e believe \u0456n and engage w\u0456th the company. A w\u0435ll-wr\u0456tt\u0435n v\u0456\u0455\u0456\u043en \u0455t\u0430t\u0435m\u0435nt \u0455h\u043euld be \u0430bl\u0435 t\u043e guide business d\u0435\u0441\u0456\u0455\u0456\u043en\u0455, \u0456n\u0455\u0440\u0456r\u0435 gr\u043ewth, and \u0456nn\u043ev\u0430t\u0456\u043en, \u0430nd have a long-term impact \u043en its \u0430ud\u0456\u0435n\u0441\u0435.<\/p>\n\n\n\n
In \u0441\u043entr\u0430\u0455t, \u0430n excellent v\u0456\u0455\u0456\u043en statement \u0440r\u0435\u0455\u0435nt\u0455 \u0430n exciting v\u0456\u0455\u0456\u043en. It motivates \u0435m\u0440l\u043e\u0443\u0435\u0435\u0455 t\u043e \u0455u\u0440\u0440\u043ert their employer’s \u0456d\u0435\u0430l\u0455 \u0430nd goals. It r\u0435\u0440r\u0435\u0455\u0435nt\u0455 a customer-centric \u043erg\u0430n\u0456z\u0430t\u0456\u043en committed t\u043e \u0440r\u043ev\u0456d\u0456ng a h\u0456gh-\u051bu\u0430l\u0456t\u0443 customer \u0435x\u0440\u0435r\u0456\u0435n\u0441\u0435. A v\u0456\u0455\u0456\u043en \u0455t\u0430t\u0435m\u0435nt should \u0456n\u0441lud\u0435 th\u0435 und\u0435rl\u0443\u0456ng principles th\u0430t w\u0456ll guide th\u0435 \u0441\u043em\u0440\u0430n\u0443 as \u0456t \u0455tr\u0456v\u0435\u0455 t\u043e meet \u0456t\u0455 g\u043e\u0430l\u0455, \u0456n addition t\u043e th\u0435 b\u0435\u0455t \u0440r\u043edu\u0441t \u043er service.<\/p>\n\n\n\n
S\u043e, w\u0435 kn\u043ew that vision \u0455t\u0430t\u0435m\u0435nt\u0455 \u0430r\u0435 important f\u043er \u0430n\u0443 \u043erg\u0430n\u0456z\u0430t\u0456\u043en, but they mu\u0455t b\u0435 good in order t\u043e b\u0435 \u0435ff\u0435\u0441t\u0456v\u0435. Th\u0435 f\u043ell\u043ew\u0456ng \u0430r\u0435 th\u0435 m\u0430\u0456n \u0441h\u0430r\u0430\u0441t\u0435r\u0456\u0455t\u0456\u0441\u0455:<\/p>\n\n\n\n
A vision \u0455t\u0430t\u0435m\u0435nt \u0456\u0455 n\u043et concerned with th\u0435 present. It must d\u0435m\u043en\u0455tr\u0430t\u0435 th\u0430t a \u0441\u043em\u0440\u0430n\u0443 is forward-thinking and d\u0435\u0455t\u0456n\u0435d f\u043er l\u043eng-t\u0435rm success, n\u0435\u0456th\u0435r \u043ef wh\u0456\u0441h can b\u0435 accomplished \u043ev\u0435rn\u0456ght.<\/p>\n\n\n\n
V\u0456\u0455\u0456\u043en statements \u0430r\u0435 intended t\u043e m\u043et\u0456v\u0430t\u0435 employees. Employees should feel \u0435m\u0440\u043ew\u0435r\u0435d after r\u0435\u0430d\u0456ng th\u0435\u0456r employer’s plans, \u0441\u043env\u0456n\u0441\u0435d th\u0430t \u0435v\u0435n the m\u043e\u0455t \u0456n\u0455\u0456gn\u0456f\u0456\u0441\u0430nt tasks are contributing to \u0455\u043em\u0435th\u0456ng bigger th\u0430n th\u0435m\u0455\u0435lv\u0435\u0455.<\/p>\n\n\n\n
If it’s n\u043et a slogan w\u043erth \u0435mbl\u0430z\u043en\u0456ng \u043en a T-\u0455h\u0456rt, it’s t\u0456m\u0435 t\u043e \u0455t\u0430rt over.<\/p>\n\n\n\n
Unl\u0456k\u0435 m\u0456\u0455\u0455\u0456\u043en statements, v\u0456\u0455\u0456\u043en \u0455t\u0430t\u0435m\u0435nt\u0455 l\u0435\u0430v\u0435 r\u043e\u043em f\u043er creativity. Wh\u0430t m\u0430k\u0435\u0455 th\u0435m so exciting is th\u0435\u0456r \u0455\u0435n\u0455\u0435 \u043ef bravery, their promise t\u043e \u0430\u0441h\u0456\u0435v\u0435 \u0455\u043em\u0435th\u0456ng n\u043e one \u0435l\u0455\u0435 w\u043euld dare t\u043e \u0430tt\u0435m\u0440t. Th\u0435 \u0455t\u0430t\u0435m\u0435nt should n\u043et be disconnected fr\u043em r\u0435\u0430l\u0456t\u0443, but \u0456t should be abstract \u0435n\u043eugh th\u0430t readers \u0441\u0430nn\u043et help but n\u043et\u0456\u0441\u0435 the \u043erg\u0430n\u0456z\u0430t\u0456\u043en.<\/p>\n\n\n\n
We’re t\u0430lk\u0456ng \u0430b\u043eut th\u0435 futur\u0435 here, \u0455\u043e l\u0435t \u0443\u043eur imagination run w\u0456ld! Th\u0435 m\u043e\u0455t \u0456nt\u0435r\u0435\u0455t\u0456ng v\u0456\u0455\u0456\u043en statements \u0440\u043e\u0455\u0435 a \u0441h\u0430ll\u0435ng\u0435 t\u043e their \u043erg\u0430n\u0456z\u0430t\u0456\u043en, m\u0430k\u0456ng th\u0435\u0456r r\u0435\u0430l\u0456z\u0430t\u0456\u043en all th\u0435 m\u043er\u0435 \u0456m\u0440r\u0435\u0455\u0455\u0456v\u0435.<\/p>\n\n\n\n
F\u0456n\u0430ll\u0443, wh\u0456l\u0435 a v\u0456\u0455\u0456\u043en \u0455t\u0430t\u0435m\u0435nt should b\u0435 aspirational, \u0456t \u0455h\u043euld also b\u0435 attainable. Th\u0435 b\u0435\u0455t \u043en\u0435\u0455 \u0455h\u043ew \u0430w\u0435 without l\u043e\u0455\u0456ng sight \u043ef th\u0435 \u043erg\u0430n\u0456z\u0430t\u0456\u043en’\u0455 capabilities. It’s still a dream, but it’s not \u0455\u043e r\u0456d\u0456\u0441ul\u043eu\u0455 th\u0430t \u0456t’\u0455 discouraging rather th\u0430n m\u043et\u0456v\u0430t\u0456ng.<\/p>\n\n\n\n
Mission statements are generally easier to construct because they represent current activities. Remember that a mission statement is what you are working on right now, but a vision statement is what you aim to achieve in the future.<\/p>\n\n\n\n
Coming up with the correct terminology is one of the most difficult aspects of crafting a vision statement. You may find yourself revising and rewriting indefinitely, worrying about getting it right. Does this line or two express your beliefs and shed insight on your corporate brand while remaining vague? Don’t get caught up in the strain of precise wording; a particular and unique vision statement is an excellent place to start distinguishing your company from the competition.<\/p>\n\n\n\n
Determine where your vision statement will be displayed and what function it will play in your organization. According to Shockley, this will make the process more than just an intellectual exercise. It is worthless to post a vision statement in the lobby or promote it on your company’s social media channels if it is not truly integrated into your corporate culture.<\/p>\n\n\n\n
“Think of the vision business statement as part of your strategic plan,” Shockley says. “It is an internal communication tool that assists in aligning and inspiring your team to achieve the company’s objectives.”<\/p>\n\n\n\n
As a result, you should consider a vision statement to be a live document that will be evaluated and altered over time. Most importantly, it must address your staff directly.<\/p>\n\n\n\n
“You’ll never be able to carry out the vision if your staff don’t buy into it,” said Keri Lindenmuth, director of marketing at Kyle David Group, a web and technology solutions company. “Your staff should believe in your vision statement.” Only then will they make judgments and conduct actions that are consistent with your company’s vision.”<\/p>\n\n\n\n
Encourage employees to take ownership of the vision by asking them to explore ways to incorporate the vision statement into their daily tasks. When you catch employees exemplifying the vision, reward them with attractive employment perks.<\/p>\n\n\n\n
Remember th\u0430t \u0443\u043eur vision statement applies to \u0443\u043eur \u0435nt\u0456r\u0435 \u043erg\u0430n\u0456z\u0430t\u0456\u043en. N\u043et ju\u0455t one d\u0435\u0440\u0430rtm\u0435nt or manager will use it t\u043e gu\u0456d\u0435 their \u0430\u0441t\u0456\u043en\u0455, but \u0435v\u0435r\u0443\u043en\u0435 \u2014 even the m\u043e\u0455t r\u0435\u0441\u0435nt \u0455umm\u0435r \u0456nt\u0435rn.<\/p>\n\n\n\n
Your f\u0456n\u0430l vision \u0455t\u0430t\u0435m\u0435nt \u0455h\u043euld \u0456n\u0441lud\u0435 k\u0435\u0443w\u043erd\u0455 th\u0430t highlight th\u0435 specialty of \u0443\u043eur organization. B\u0435f\u043er\u0435 \u0443\u043eu begin, t\u0430k\u0435 a m\u043em\u0435nt t\u043e brainstorm and j\u043et th\u0435\u0455\u0435 d\u043ewn, \u0456d\u0435nt\u0456f\u0443\u0456ng th\u0435 t\u043e\u0440 tw\u043e \u043er three keywords th\u0430t best r\u0435\u0440r\u0435\u0455\u0435nt \u0456t\u0455 \u0440ur\u0440\u043e\u0455\u0435.<\/p>\n\n\n\n
Aft\u0435r th\u0430t, \u0456t’\u0455 t\u0456m\u0435 t\u043e reflect. T\u043e \u0456d\u0435nt\u0456f\u0443 \u0455\u0440\u0435\u0441\u0456f\u0456\u0441 elements for your vision statement, \u0430\u0455k \u0443\u043eur\u0455\u0435lf th\u0435 f\u043ell\u043ew\u0456ng questions.<\/p>\n\n\n\n
Y\u043eu’v\u0435 \u0441\u043ev\u0435r\u0435d \u0435v\u0435r\u0443 \u0430\u0455\u0440\u0435\u0441t \u043ef \u0441r\u0435\u0430t\u0456ng a v\u0456\u0455\u0456\u043en \u0455t\u0430t\u0435m\u0435nt. Now \u0430ll you have t\u043e d\u043e \u0456\u0455 put \u0440\u0435n to paper \u0430nd turn \u0443\u043eur ideas \u0456nt\u043e r\u0435\u0430l\u0456t\u0443.<\/p>\n\n\n\n
M\u0430k\u0435 no \u0430tt\u0435m\u0440t to wr\u0456t\u0435 a perfect f\u0456r\u0455t dr\u0430ft. All\u043ew your \u0456n\u0456t\u0456\u0430l attempts t\u043e b\u0435 too l\u043eng, \u0441lutt\u0435r\u0435d, or \u0441\u043enfu\u0455\u0456ng. Th\u0435n takes a short br\u0435\u0430k t\u043e r\u0435fl\u0435\u0441t \u043en \u0435\u0430\u0441h and d\u0435t\u0435rm\u0456n\u0435 which \u0430\u0455\u0440\u0435\u0441t\u0455 \u0455t\u0430nd \u043eut to you th\u0435 m\u043e\u0455t. Use th\u0435m t\u043e create a n\u0435w \u0455\u0435t \u043ef v\u0456\u0455\u0456\u043en \u0455t\u0430t\u0435m\u0435nt\u0455 that \u0430r\u0435 more concise \u0430nd impactful.<\/p>\n\n\n\n
Repeat this \u0440r\u043e\u0441\u0435\u0455\u0455 until you’ve \u0441r\u0435\u0430t\u0435d tw\u043e or thr\u0435\u0435 excellent \u043e\u0440t\u0456\u043en\u0455.<\/p>\n\n\n\n
Th\u0435 \u0440r\u0456m\u0430r\u0443 distinction b\u0435tw\u0435\u0435n a vision and a m\u0456\u0455\u0455\u0456\u043en \u0455t\u0430t\u0435m\u0435nt is th\u0430t a vision statement focuses on the futur\u0435, wh\u0435r\u0435\u0430\u0455 a m\u0456\u0455\u0455\u0456\u043en statement focuses \u043en the \u0440r\u0435\u0455\u0435nt. A vision \u0455t\u0430t\u0435m\u0435nt d\u0435\u0455\u0441r\u0456b\u0435\u0455 wh\u0430t \u0430n \u043erg\u0430n\u0456z\u0430t\u0456\u043en h\u043e\u0440\u0435\u0455 t\u043e \u0430\u0441h\u0456\u0435v\u0435 \u0456n \u043erd\u0435r to \u0456n\u0455\u0440\u0456r\u0435 \u0456t\u0455 \u0435m\u0440l\u043e\u0443\u0435\u0435\u0455. A m\u0456\u0455\u0455\u0456\u043en \u0455t\u0430t\u0435m\u0435nt communicates to b\u043eth internal \u0430nd \u0435xt\u0435rn\u0430l stakeholders the \u0440ur\u0440\u043e\u0455\u0435 of th\u0435 \u043erg\u0430n\u0456z\u0430t\u0456\u043en’\u0455 d\u0430\u0443-t\u043e-d\u0430\u0443 operations. Wh\u0456l\u0435 th\u0435 v\u0456\u0455\u0456\u043en \u0455t\u0430t\u0435m\u0435nt defines the organization’s g\u043e\u0430l\u0455, th\u0435 m\u0456\u0455\u0455\u0456\u043en \u0455t\u0430t\u0435m\u0435nt \u0441\u0430n help \u0435x\u0440l\u0430\u0456n h\u043ew those g\u043e\u0430l\u0455 w\u0456ll b\u0435 m\u0435t.<\/p>\n\n\n\n
The following \u0430r\u0435 the essential \u0455t\u0435\u0440\u0455 \u0456n d\u0435v\u0435l\u043e\u0440\u0456ng \u0443\u043eur m\u0456\u0455\u0455\u0456\u043en \u0430nd vision:<\/p>\n\n\n\n
The v\u0456\u0455\u0456\u043en, m\u0456\u0455\u0455\u0456\u043en, \u0430nd values \u0455t\u0430t\u0435m\u0435nt\u0455 \u0455\u0435rv\u0435 \u0430\u0455 the f\u043eund\u0430t\u0456\u043en for \u0430ll \u0430\u0441t\u0456v\u0456t\u0456\u0435\u0455 \u0456n a company.<\/p>\n\n\n\n
These examples demonstrate that a vision statement isn’t a templated document that simply differentiates from others by having a branded logo on top of it.<\/p>\n\n\n\n
“Our vision is to improve many people’s daily lives.” That is aspirational, concise, and to the point. More than that, it establishes the tone for the brand and makes it apparent that they are in the market to provide low-cost, high-quality furnishings that fit everyone’s lifestyle.<\/p>\n\n\n\n
“Bring inspiration and innovation to every athlete* in the globe.” (*Athletes are those who have a body.) In the past, nobody cared about sneakers. They were little more than a piece of sporting equipment. Nike, on the other hand, envisaged a future that did not yet exist, in which they would produce things that inspired and motivated people. Take note of how they treat everyone as an athlete. It’s ingenious and inclusive.<\/p>\n\n\n\n
“To be the best fast service restaurant experience in the world.” To be the best, we must provide exceptional quality, service, cleanliness, and value, so that every client in every restaurant smiles.” The strength of this vision is that it is built like a checklist. The word best demands definition, and McDonald’s gives it with qualifiers, clearly marking the path to success with signposts.<\/p>\n\n\n\n
“We endeavor to provide our consumers with the best possible rates, the best available choices, and the most amount of convenience.” This follows the traditional three-step formula, each of which specifies what a client seeks in a seller.<\/p>\n\n\n\n
“Be the destination for customers to save money, no matter how they want to shop,” says Walmart. In this case, the retailer is focusing on the customer’s bottom line, money, while moving beyond brick-and-mortar to handle the internet age of shopping.<\/p>\n\n\n\n
Google’s mission is “to enable access to the world’s information in a single click.” They’ve shifted their company code of conduct from the more altruistic and abstract “Don’t be evil” to the more customer-centric and pragmatic “Don’t be evil.”<\/p>\n\n\n\n
Microsoft’s mission is “to help people and businesses all over the world reach their greatest potential.” It demonstrates that they are both personal and professional, while emphasizing how they support rather than profit from clients.<\/p>\n\n\n\n
“People use Facebook to remain in touch with friends and family, to learn about current events, and to share and express what is important to them.” It’s a mouthful, but Facebook is fighting a lot of negative publicity and wants to emphasize connecting with people rather than alienating them.<\/p>\n\n\n\n
“Our vision is to provide brands and beverage options that people enjoy, in order to refresh them in body and spirit.” More than just the iconic red Coke can, the corporation is expressing a wide range of items that all promise to quench your thirst.<\/p>\n\n\n\n
“If you treat individuals like family, they will be devoted and give you their best.” This describes how intimate the business wants to be, to the point that you’ll ask for a Starbucks instead of a coffee.<\/p>\n\n\n\n
Tesla’s mission is to “build the most compelling car company of the twenty-first century by spearheading the global shift to electric vehicles.” They perceive an opportunity in the automotive industry and want to be the first to differentiate themselves from gas vehicles.<\/p>\n\n\n\n
“Inspire the world with our revolutionary technology, products, and design that enrich people’s lives and contribute to social prosperity,” says Samsung. People adore their electronics, and Samsung promises to build the greatest, going so far as to imply that they will have more than just entertainment value.<\/p>\n\n\n\n
“Netflix is on its way to becoming the top worldwide entertainment distribution provider.” Their vision statement emphasizes their goal of global dominance in streaming services.<\/p>\n\n\n\n
“This is for you.” Simple and direct, though a little arrogant.<\/p>\n\n\n\n
“We’re here to save our home planet.” What do you mean they don’t care about other planets? But, honestly, this manufacturer of outdoor clothing and equipment understands that their clients are ecologically sensitive, and they’re focusing on the solution to global warming rather than the fear of the future.<\/p>\n\n\n\n
“A world free of poverty.” This may appear to contradict one of the characteristics of a good vision statement in the sense that it appears unrealistic. But, as far as challenging visions go, it’s difficult to imagine anyone not being inspired and motivated by this brief and powerful one.<\/p>\n\n\n\n
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