https://www.chriskirkup.com/blog daily 0.75 2024-06-16 https://www.chriskirkup.com/blog/no-drama-strategy-safari monthly 0.5 2024-05-25 https://www.chriskirkup.com/blog/watch-where-youre-pointing-that-strategy monthly 0.5 2021-05-07 https://images.squarespace-cdn.com/content/v1/6086b405cd48235e2bdb7a8c/1620313385156-G15DC81CX33APTAVK4K7/Screen+Shot+2021-05-06+at+11.00.47+PM.png Blog - “Watch where you’re pointing that strategy, you’ll have someone’s eye out!” https://images.squarespace-cdn.com/content/v1/6086b405cd48235e2bdb7a8c/1620313623749-L0NVEMH3EU595YPW0901/Screen+Shot+2021-05-06+at+11.06.49+PM.png Blog - “Watch where you’re pointing that strategy, you’ll have someone’s eye out!” https://images.squarespace-cdn.com/content/v1/6086b405cd48235e2bdb7a8c/1620313439528-XW1QSEPEF68925HMTU9K/Screen+Shot+2021-05-06+at+11.03.34+PM.png Blog - “Watch where you’re pointing that strategy, you’ll have someone’s eye out!” https://www.chriskirkup.com/blog/kfcs-missed-opportunity monthly 0.5 2021-05-30 https://images.squarespace-cdn.com/content/v1/6086b405cd48235e2bdb7a8c/1621779411911-B8QAVZ5K0B9IL73TT630/c2a00eabfb4df0ea00ae95c2e8e61e7711-travis-scott-mcdonalds.2x.rsocial.w600.jpg Blog - KFC’s Missed Opportunity - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6086b405cd48235e2bdb7a8c/1621777905838-SKF7CFEMHBLKT1COQGP3/30abbf21d83e8d9f84a149f714db6f17.jpeg Blog - KFC’s Missed Opportunity - Make it stand out A smouldering Lu Han decorates this product promotion KV for KFC. One of hundreds. https://images.squarespace-cdn.com/content/v1/6086b405cd48235e2bdb7a8c/1621779211773-ES50FJW2IZ82JU5CO0RR/IMG_0814.PNG Blog - KFC’s Missed Opportunity https://images.squarespace-cdn.com/content/v1/6086b405cd48235e2bdb7a8c/1621779212096-0WK7I46M8LWYHF3344NW/IMG_0815.PNG Blog - KFC’s Missed Opportunity https://images.squarespace-cdn.com/content/v1/6086b405cd48235e2bdb7a8c/1621779342844-VUDBHUPG0QPRBXAOX2U9/mcdonalds-super-bowl-spot_1200xx1920-1080-0-0.jpeg Blog - KFC’s Missed Opportunity - Make it stand out The Superbowl spot that took the work to new heights, based on the truth: Everyone has their own personal order at McDonald’s. https://www.chriskirkup.com/blog/genghis-khan-strategy-101 monthly 0.5 2021-05-25 https://www.chriskirkup.com/blog/using-the-business-model-canvas-sandbox-vr monthly 0.5 2021-11-29 https://images.squarespace-cdn.com/content/v1/6086b405cd48235e2bdb7a8c/ca2299cb-c3a0-4265-8101-3738f89c698f/Sandbox+VR+3.png Blog - Using the Business Model Canvas: Sandbox VR - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6086b405cd48235e2bdb7a8c/472d99da-b874-4dd7-8cb5-138a39a2def3/Sandbox+VR+2.png Blog - Using the Business Model Canvas: Sandbox VR - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6086b405cd48235e2bdb7a8c/c5c88529-3443-4099-a79a-d44c8a777e4d/Sandbox+VR+7.png Blog - Using the Business Model Canvas: Sandbox VR - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6086b405cd48235e2bdb7a8c/a8f0d0da-188f-446c-aaa8-f71801cccd5d/IMG_3228.jpg Blog - Using the Business Model Canvas: Sandbox VR - Make it stand out Sam and I attempting to hack down hordes of alien bugs in Sandbox VR. https://images.squarespace-cdn.com/content/v1/6086b405cd48235e2bdb7a8c/4292cd0c-762d-4ecd-a736-84aeea468815/Sandbox+VR+6.png Blog - Using the Business Model Canvas: Sandbox VR - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6086b405cd48235e2bdb7a8c/e8e8450f-893a-4362-8f87-e25d2bc8a033/Sandbox+VR+5.png Blog - Using the Business Model Canvas: Sandbox VR - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6086b405cd48235e2bdb7a8c/eeded5f3-4487-461e-b13e-6ec0452d4600/Sandbox+VR+8.png Blog - Using the Business Model Canvas: Sandbox VR - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6086b405cd48235e2bdb7a8c/27152f66-d554-47ac-9d67-809369725bda/Sandbox+VR+web.png Blog - Using the Business Model Canvas: Sandbox VR - Make it stand out Sandbox VR’s website captures the unique offering succinctly. https://images.squarespace-cdn.com/content/v1/6086b405cd48235e2bdb7a8c/66373a83-9f15-4fef-b806-c78f24e67223/Star_Trek_Discovery_-_Away_Mission_poster.png Blog - Using the Business Model Canvas: Sandbox VR - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6086b405cd48235e2bdb7a8c/c962cd93-9ac9-4223-8f75-458648ecf304/Sandbox+VR+4.png Blog - Using the Business Model Canvas: Sandbox VR - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6086b405cd48235e2bdb7a8c/1638195859586-S7WIMDUJDB9XMBYU06V9/IMG_3228.jpg Blog - Using the Business Model Canvas: Sandbox VR https://images.squarespace-cdn.com/content/v1/6086b405cd48235e2bdb7a8c/1638195904296-0EF99NEETROW8VAST3MQ/IMG_3229.PNG Blog - Using the Business Model Canvas: Sandbox VR https://images.squarespace-cdn.com/content/v1/6086b405cd48235e2bdb7a8c/1638195903990-T3MBM22Q42714CJWYSLE/IMG_3230.PNG Blog - Using the Business Model Canvas: Sandbox VR https://images.squarespace-cdn.com/content/v1/6086b405cd48235e2bdb7a8c/1638195908904-8VYENE230AYRD9JSIQUF/IMG_3231.PNG Blog - Using the Business Model Canvas: Sandbox VR https://images.squarespace-cdn.com/content/v1/6086b405cd48235e2bdb7a8c/1638195908648-TAU0W0O8UI4URCM8ZO79/IMG_3233.PNG Blog - Using the Business Model Canvas: Sandbox VR https://images.squarespace-cdn.com/content/v1/6086b405cd48235e2bdb7a8c/1638195913669-9LHTB1N54WU9KEGBI43E/IMG_3235.PNG Blog - Using the Business Model Canvas: Sandbox VR https://images.squarespace-cdn.com/content/v1/6086b405cd48235e2bdb7a8c/1638195911583-EF6KX75YII377TDV96OH/IMG_3234.PNG Blog - Using the Business Model Canvas: Sandbox VR https://images.squarespace-cdn.com/content/v1/6086b405cd48235e2bdb7a8c/33787274-b180-4888-bc47-7c3fb57cd440/bizmodelcanvas.png Blog - Using the Business Model Canvas: Sandbox VR - Make it stand out The Business Model Canvas was developed by Alex Osterwalder and first introduced in his book Business Model Generation (2009). It is broken down into 9 boxes, which correspond to the most fundamental parts of a business. https://images.squarespace-cdn.com/content/v1/6086b405cd48235e2bdb7a8c/2eb598e0-2a15-4a7e-9c35-40691e70a0f9/sandbox-vr-amber-sky-2088.png Blog - Using the Business Model Canvas: Sandbox VR - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6086b405cd48235e2bdb7a8c/cfb539ec-b4b8-4f03-aaa5-57128d0a410d/Sandbox+VR+1.png Blog - Using the Business Model Canvas: Sandbox VR - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6086b405cd48235e2bdb7a8c/39c4c4dc-f1d3-4fe4-9325-15c71d727731/Sandbox+VR+10.png Blog - Using the Business Model Canvas: Sandbox VR - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6086b405cd48235e2bdb7a8c/66eba494-6a0d-4ea0-9d63-e2de1c776256/Sandbox+VR+9.png Blog - Using the Business Model Canvas: Sandbox VR - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://www.chriskirkup.com/blog/reeses-7-million-misfire monthly 0.5 2024-02-26 https://images.squarespace-cdn.com/content/v1/6086b405cd48235e2bdb7a8c/3b476cda-d0d6-4c46-ab2e-94330ada25fe/81T17C8WfxL.jpg Blog - Reese’s $7 million misfire - Make it stand out The Reese’s Cup: the pinnacle of American chocolate engineering. https://images.squarespace-cdn.com/content/v1/6086b405cd48235e2bdb7a8c/253b9891-6d6b-4757-8451-5248eb67c080/Screenshot+2024-02-26+at+21.47.50.png Blog - Reese’s $7 million misfire - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6086b405cd48235e2bdb7a8c/a6c38e9e-4633-4ee0-b484-284b9c10f14d/Screenshot+2024-02-26+at+21.51.14.png Blog - Reese’s $7 million misfire - Make it stand out Source: Marketing Week, 2024. https://www.chriskirkup.com/blog/everyday-strategy-safari monthly 0.5 2024-06-16 https://www.chriskirkup.com/blog/30-days-of-live-strategy-a-retrospective-1 monthly 0.5 2024-05-27 https://images.squarespace-cdn.com/content/v1/6086b405cd48235e2bdb7a8c/1f3bb284-bd67-43c9-9851-7510e34f3286/Day3_23andm2.jpeg Blog - 30 Days of Live Strategy | A Retrospective (1) - Make it stand out Day 3 - sell 23&Me to Chinese consumers. https://images.squarespace-cdn.com/content/v1/6086b405cd48235e2bdb7a8c/d5e51c6e-79d8-4930-a0d3-e5ac8d2380c6/Day6_d%26d.jpeg Blog - 30 Days of Live Strategy | A Retrospective (1) - Make it stand out Day 6 - sell D&D play podcasts to (non-)listeners. https://images.squarespace-cdn.com/content/v1/6086b405cd48235e2bdb7a8c/6b9553ae-cd64-432d-af5f-2ab16a2c454b/Day4_robo.jpeg Blog - 30 Days of Live Strategy | A Retrospective (1) - Make it stand out Day 4 - sell robo-advisers to young Chinese. https://images.squarespace-cdn.com/content/v1/6086b405cd48235e2bdb7a8c/a89046bb-672c-49fb-8e59-661707991d8b/Day5_finn.jpeg Blog - 30 Days of Live Strategy | A Retrospective (1) - Make it stand out Day 5 - sell Finn’s car subscription service to car owners. https://images.squarespace-cdn.com/content/v1/6086b405cd48235e2bdb7a8c/5df51624-64b5-4a0f-9da1-e4c0119ba45c/Day9_chopsticks.jpeg Blog - 30 Days of Live Strategy | A Retrospective (1) - Make it stand out Day 9 - sell chopsticks to fork users. https://images.squarespace-cdn.com/content/v1/6086b405cd48235e2bdb7a8c/5a89b577-ecb4-481b-a096-80247679a340/Day2_Airbnb.jpeg Blog - 30 Days of Live Strategy | A Retrospective (1) - Make it stand out Day 2 - sell Airbnb Experiences to hosts. https://images.squarespace-cdn.com/content/v1/6086b405cd48235e2bdb7a8c/7a2c142a-11c5-4875-9889-6fa857189293/Day1_instant+pot.jpeg Blog - 30 Days of Live Strategy | A Retrospective (1) - Make it stand out Day 1 - sell Instant Pots to Chinese home cooks. https://images.squarespace-cdn.com/content/v1/6086b405cd48235e2bdb7a8c/1c13f7c8-7b51-4283-8488-4bf6afd6f60a/Day7_flotation.jpeg Blog - 30 Days of Live Strategy | A Retrospective (1) - Make it stand out Day 7 - sell flotation therapy to new customers. https://images.squarespace-cdn.com/content/v1/6086b405cd48235e2bdb7a8c/a017be4e-a64b-4a3f-8e36-c9b6e083a501/Day8_bullfrog.jpeg Blog - 30 Days of Live Strategy | A Retrospective (1) - Make it stand out Day 8 - sell bullfrog to foreign diners. https://images.squarespace-cdn.com/content/v1/6086b405cd48235e2bdb7a8c/d4f8fb5d-e607-41ea-8ecb-32bcce49a005/Day10_improv.jpeg Blog - 30 Days of Live Strategy | A Retrospective (1) - Make it stand out Day 10 - sell improv to young professionals. https://www.chriskirkup.com/blog/30-days-of-live-strategy-a-retrospective-1-l9zeh monthly 0.5 2024-06-16 https://images.squarespace-cdn.com/content/v1/6086b405cd48235e2bdb7a8c/75e3cf48-34bf-4242-9566-7d3e8f3ab4ad/Day11_keyboard.jpeg Blog - 30 Days of Live Strategy | A Retrospective (2) - Make it stand out Day 11 - sell mechanical keyboards to laptop users. https://images.squarespace-cdn.com/content/v1/6086b405cd48235e2bdb7a8c/e7a9cea8-2e2d-409a-9d37-29d4f5f813cc/Day18_subway.jpeg Blog - 30 Days of Live Strategy | A Retrospective (2) - Make it stand out Day 18 - sell the subway to cab users. https://images.squarespace-cdn.com/content/v1/6086b405cd48235e2bdb7a8c/9334f3ba-9a75-422d-a36e-99b12cad21e4/Day17_gamepass.jpeg Blog - 30 Days of Live Strategy | A Retrospective (2) - Make it stand out Day 17 - sell Microsoft’s Game Pass to casual gamers. https://images.squarespace-cdn.com/content/v1/6086b405cd48235e2bdb7a8c/1afcc15b-5579-4a9f-81de-f226061fc35e/Day20_balenciaga.jpeg Blog - 30 Days of Live Strategy | A Retrospective (2) - Make it stand out Day 20 - sell Balenciaga to nerds. https://images.squarespace-cdn.com/content/v1/6086b405cd48235e2bdb7a8c/d9bd0d15-c19e-46ce-ba9f-9de519810488/Day13_dailymail.jpeg Blog - 30 Days of Live Strategy | A Retrospective (2) - Make it stand out Day 13 - sell the Daily Mail to readers of the Financial Times. https://images.squarespace-cdn.com/content/v1/6086b405cd48235e2bdb7a8c/7ca06725-5a2b-4c75-9e2e-1dabb7f33a98/Day14_pomelo.jpeg Blog - 30 Days of Live Strategy | A Retrospective (2) - Make it stand out Day 14 - sell pomelos to fruit snackers. https://images.squarespace-cdn.com/content/v1/6086b405cd48235e2bdb7a8c/dc6d2e19-a852-49b6-88bf-c47bf23fc9cd/Day16_succession.jpeg Blog - 30 Days of Live Strategy | A Retrospective (2) - Make it stand out Day 16 - sell HBO’s Succession to fans of fantasy action. https://images.squarespace-cdn.com/content/v1/6086b405cd48235e2bdb7a8c/4c3a026e-263a-4945-964c-2bef08322fa9/Day15_backpacking.jpeg Blog - 30 Days of Live Strategy | A Retrospective (2) - Make it stand out Day 15 - sell backpacking to China’s travelers. https://images.squarespace-cdn.com/content/v1/6086b405cd48235e2bdb7a8c/44298d42-ee98-4d02-9a0d-a7e002e29ea0/Day19_zoo.jpeg Blog - 30 Days of Live Strategy | A Retrospective (2) - Make it stand out Day 19 - sell the zoo to young adults. https://images.squarespace-cdn.com/content/v1/6086b405cd48235e2bdb7a8c/a8e19624-e35e-44df-a6fb-9dfefdac43fc/Day12_audible.jpeg Blog - 30 Days of Live Strategy | A Retrospective (2) - Make it stand out Day 12 - sell Audible subscriptions to book readers. https://www.chriskirkup.com/blog/30-days-of-live-strategy-a-retrospective-3 monthly 0.5 2024-06-16 https://images.squarespace-cdn.com/content/v1/6086b405cd48235e2bdb7a8c/74b6cc3b-d362-4e6c-b4e9-1d80b0dc3f6c/Day21_lasik.jpeg Blog - 30 Days of Live Strategy | A Retrospective (3) - Make it stand out Day 21 - sell LASIK to glasses wearers. https://images.squarespace-cdn.com/content/v1/6086b405cd48235e2bdb7a8c/23b5fc59-ad88-4552-ab3a-02cb3d275615/Day28_bath+house.jpeg Blog - 30 Days of Live Strategy | A Retrospective (3) - Make it stand out Day 28 - sell bath houses to people who take showers. https://images.squarespace-cdn.com/content/v1/6086b405cd48235e2bdb7a8c/a3ef08e3-a2c9-4ebe-9541-33956d15e6ea/Day29_winter+games.jpeg Blog - 30 Days of Live Strategy | A Retrospective (3) - Make it stand out Day 29 - sell the Winter Olympics to fans of the Summer Games. https://images.squarespace-cdn.com/content/v1/6086b405cd48235e2bdb7a8c/fb6d0513-1022-4930-bd82-880d5982369b/Day22_yunnan.jpeg Blog - 30 Days of Live Strategy | A Retrospective (3) - Make it stand out Day 22 - sell Yunnanese food to foreign eaters. https://images.squarespace-cdn.com/content/v1/6086b405cd48235e2bdb7a8c/109252e9-b1cd-49d1-8d16-d449ba84b46a/Day30_gin.jpeg Blog - 30 Days of Live Strategy | A Retrospective (3) - Make it stand out Day 30 - sell gin to Chinese diners. https://images.squarespace-cdn.com/content/v1/6086b405cd48235e2bdb7a8c/a823a1f4-60e8-4889-be26-cad0a752a036/Day23_3D.jpeg Blog - 30 Days of Live Strategy | A Retrospective (3) - Make it stand out Day 23 - sell 3D printers to home users. https://images.squarespace-cdn.com/content/v1/6086b405cd48235e2bdb7a8c/29dfc92f-e4f6-41d9-9395-1c483125a010/Day24_siri.jpeg Blog - 30 Days of Live Strategy | A Retrospective (3) - Make it stand out Day 24 - sell Siri to iPhone users. https://images.squarespace-cdn.com/content/v1/6086b405cd48235e2bdb7a8c/f8ec0172-91c5-4f98-9f33-4503b38c2d0f/Day25_scriptmurder.jpeg Blog - 30 Days of Live Strategy | A Retrospective (3) - Make it stand out Day 25 - sell script murder to video gamers. https://images.squarespace-cdn.com/content/v1/6086b405cd48235e2bdb7a8c/54007237-506e-4ee7-b6fc-9e63baf43353/Day27_journalling.jpeg Blog - 30 Days of Live Strategy | A Retrospective (3) - Make it stand out Day 27 - sell journalling to young professionals. https://images.squarespace-cdn.com/content/v1/6086b405cd48235e2bdb7a8c/52580442-7709-439d-a04a-6c61d7d263e7/Day26_retirementprep.jpeg Blog - 30 Days of Live Strategy | A Retrospective (3) - Make it stand out Day 26 - sell retirement plans to people in their twenties. https://www.chriskirkup.com/blog/everyday-strategy-safari-6t2b7 monthly 0.5 2024-06-16 https://www.chriskirkup.com/blog/blog-post-alchemy-book-summary monthly 0.5 2021-05-02 https://images.squarespace-cdn.com/content/v1/6086b405cd48235e2bdb7a8c/1619937299891-N2H9SF7SMBRHKNI49ERV/Alchemy+thumbnail.jpeg Blog - Alchemy by Rory Sutherland | Book Summary https://www.chriskirkup.com/blog/blog-post-book-summary-choice-factory monthly 0.5 2021-05-05 https://images.squarespace-cdn.com/content/v1/6086b405cd48235e2bdb7a8c/1619957225811-2A524W8LI9D5W9ZRCJ36/choicefactory+thumbnail.jpeg Blog - Choice Factory by Richard Shotton | Book Summary https://www.chriskirkup.com/blog/blog-post-book-summary-bird-by-bird monthly 0.5 2022-01-06 https://images.squarespace-cdn.com/content/v1/6086b405cd48235e2bdb7a8c/1620662172176-BELW70W4N6V2N1H6S98O/birdbybird_thumbnail.jpeg Blog - Bird by Bird by Anne Lamott | Book Summary https://www.chriskirkup.com/blog/blog-post-book-summary-modern-romance monthly 0.5 2022-01-06 https://images.squarespace-cdn.com/content/v1/6086b405cd48235e2bdb7a8c/829726b2-f5e0-4611-9fbc-d25e8d18b225/51SmRBGLnuL.jpeg Blog - Modern Romance by Aziz Ansari and Eric Klinenberg | Book Summary https://images.squarespace-cdn.com/content/v1/6086b405cd48235e2bdb7a8c/b0f96947-5331-464b-8039-76c5e84d054f/modernromance_1.png Blog - Modern Romance by Aziz Ansari and Eric Klinenberg | Book Summary - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://www.chriskirkup.com/blog/tag/marketing monthly 0.5 https://www.chriskirkup.com/blog/tag/book+summary monthly 0.5 https://www.chriskirkup.com/blog/tag/rory+sutherland monthly 0.5 https://www.chriskirkup.com/blog/tag/richard+shotton monthly 0.5 https://www.chriskirkup.com/blog/tag/strategy+safari monthly 0.5 https://www.chriskirkup.com/blog/tag/stratconsultancywatch monthly 0.5 https://www.chriskirkup.com/blog/tag/strategy monthly 0.5 https://www.chriskirkup.com/about daily 0.75 2021-05-02 https://images.squarespace-cdn.com/content/v1/6086b405cd48235e2bdb7a8c/1619954363358-XCMJ8C6EUALGGUU9NHQC/6E5A1590.JPG About - Chris can be found singing bad karaoke, making worse puns, and getting his brands dirty at W+K Shanghai. kirkup.christopher@gmail.com https://www.chriskirkup.com/work daily 1.0 2024-03-04 https://www.chriskirkup.com/work/shot-on-iphone-little-garlic monthly 0.5 2024-03-03 https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1589847904251-HVHUK3T1H2QCY05DRHU3/image-asset.jpeg https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1589847904480-AXE2TZ6WH1YWOYJELYQQ/image-asset.jpeg https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1589847904674-UXDT58LZUDAEN1C4LIKQ/image-asset.jpeg https://www.chriskirkup.com/work/ubr-launch monthly 0.5 2021-11-14 https://www.chriskirkup.com/work/nike-fiba monthly 0.5 2021-05-04 https://images.squarespace-cdn.com/content/v1/6086b405cd48235e2bdb7a8c/1620125437442-T826AP4I4UTA3RQHOB1R/Screen%2BShot%2B2019-09-05%2Bat%2B10.26.28%2BAM.png Work - NIKE: Be the Proof https://images.squarespace-cdn.com/content/v1/6086b405cd48235e2bdb7a8c/1620125278365-JJAEZIORFWBM81Z0PZTA/OOH%2B8.jpeg Work - 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