I'm back from the ARMA Conference for a week, but it feels like a month. Today was the first day that I had a few minutes to catch my breath at work and I spent some time cleaning up email and getting back to some folks that I met at Conference. A few of those folks were kind enough to compliment me on my presentations and ask me if I'd like to speak at one of their Chapter meetings or seminars.
I'm always flattered to be asked. I don't speak as much as I once did, when I was building a career and trying to get rolling in consulting (the firm saw speaking as marketing). Today, the Day Job is time-consuming, but I do allow myself time to get out and do a presentation on occasion. I often joke to my colleagues in the Chicago Chapter that the only time that I'm able to see them is when they invite me to speak.
If you're interested in having me speak to your Chapter or non-profit organization, all I ask is that you cover my travel expenses, feed me, and give me a place to stay. If it is a for-profit event, an honorarium would be appropriate. I do have a list of presentations and I will customize what I've done, but a completely new topic is often a challenge (but feel free to ask). Since I usually do a presentation at the ARMA Conference, I usually have at least one piece of new material every year. I always tell folks that if you've gone to the expense of getting me to your event, feel free to make use of me all day. I always feel bad when I get up and speak for 45 or 75 minutes and head right back to the airport. I try to arrive the night before and my preferred airline is United (yet another geek thing for me). If it is close to Chicago and flying would involve something with no headroom and propellers, I'll drive or see if Amtrak goes there.
I'm in the ARMA directory or my email address is available if you click the link to my Blogger Profile.
Thoughts and musings about issues that are at the edges of the Records and Information Management (RIM) profession.
Tuesday, October 27, 2009
ATR: My FAI Thank You Speech
As many of you know, at the ARMA International Conference in Orlando, I was privileged to be named to ARMA International's Company of Fellows. As Fellow #43, some wags refer to me as "W" or "Dubya"... short pause while you think about that...
When I received the official Lucite plaque, I was offered five minutes for some remarks. I now publish them here, for those of you who may have missed the Awards Reception.
++++++++++++++++++++++
My Dear Friends and Colleagues:
As I stand here today, the first thought that comes to me is, in the immortal words of Wayne and Garth…. “I’m not worthy!” But here I stand, nonetheless. I’ve been given about five minutes for some comments, so I’ve prepared my remarks tonight, mainly, as many of you know, because I am often incapable of speaking in increments of less than an hour and fifteen minutes.
I am humbled and honored to be here tonight. Almost 20 years ago, I sat in a hotel ballroom in San Francisco and watched the first Fellows be introduced to the Association. At the time, I never imagined that I would someday be able to count my name among those luminaries. I was, after all, but a little records manager at the time.
There are many people that I need to thank tonight. I’ll start with my colleagues who nominated me. I am humbled to be so honored by them. Larry Bates, Beth Chiaiese, and Tim Hughes, I am forever in your debt for your nomination. Thank you. Next must come my family – my wife and daughters – who have often wondered what it is that I do when I traipse off to some exotic locale like Kansas City, Boise, Omaha, Milwaukee, Detroit, Appleton, or Bloomington. You see, the road to this honor was paved with many visits to many places where there was no doubt that I had to be speaking or learning. But airport t-shirts and key chains are small substitutes for dinners missed, so to them, I also say thank you for allowing me to grow in my craft and share what I know with others.
I must take a minute to thank Jac Treanor, my dear friend, colleague, and mentor. Without Jac allowing me time, early in my career, to give back to my profession, and the opportunity to speak in public, I would not be here today. Jac is also the boss who gave me my first computer and the opportunity to learn how to use it. Yep, he’s the one to blame.
There are many others along the way – such as the officers of the Chicago Chapter who welcomed me in to their midst, gave me responsibility, and bought me many a soda from the bar; or Mike Pemberton, who asked me to participate on the Task Force that developed the Code of Professional Responsibility; or John Phillips, who asked me to help launch ARMA’s first website; and ARMA’s Education staff, who put up with my “just in time” style of preparing presentations for Conference.
I also want to thank the Chapter meeting and seminar leaders and the Program Committee members through the years who have thought well enough of me to invite me to share my thoughts with our members. And of course, I want to thank all of you who have put up with my unanswerable questions, long-winded stories, and bad jokes all of these years. I trust that you actually learned something from me.
I’d also like to thank the many International Board members and the staff of the Association who put up with my griping from time to time, then welcomed me as a Board member so I could see how the sausage was made.
There are many others who also deserve thanks and my gratitude for their wisdom, their friendship, and their encouragement. Some of you know who you are and I thank you, even if I don’t name you here tonight.
I think this is the part where I am supposed to impart some wisdom or some special insight into the future of our profession. What I say tonight is what I often say in my presentations… Never stop learning. Never stop growing. Use this Association to network and to step beyond your comfort zone. I believe that our profession is at the cusp of significant changes that will redefine what it is that we do as records managers and how we perform our work. We have to embrace those changes and welcome the opportunities that come with change.
My present boss is fond of saying… “There are no challenges, only opportunities.” In these times, and in this profession, those are words to live by.
Party on… and thank you.
When I received the official Lucite plaque, I was offered five minutes for some remarks. I now publish them here, for those of you who may have missed the Awards Reception.
++++++++++++++++++++++
My Dear Friends and Colleagues:
As I stand here today, the first thought that comes to me is, in the immortal words of Wayne and Garth…. “I’m not worthy!” But here I stand, nonetheless. I’ve been given about five minutes for some comments, so I’ve prepared my remarks tonight, mainly, as many of you know, because I am often incapable of speaking in increments of less than an hour and fifteen minutes.
I am humbled and honored to be here tonight. Almost 20 years ago, I sat in a hotel ballroom in San Francisco and watched the first Fellows be introduced to the Association. At the time, I never imagined that I would someday be able to count my name among those luminaries. I was, after all, but a little records manager at the time.
There are many people that I need to thank tonight. I’ll start with my colleagues who nominated me. I am humbled to be so honored by them. Larry Bates, Beth Chiaiese, and Tim Hughes, I am forever in your debt for your nomination. Thank you. Next must come my family – my wife and daughters – who have often wondered what it is that I do when I traipse off to some exotic locale like Kansas City, Boise, Omaha, Milwaukee, Detroit, Appleton, or Bloomington. You see, the road to this honor was paved with many visits to many places where there was no doubt that I had to be speaking or learning. But airport t-shirts and key chains are small substitutes for dinners missed, so to them, I also say thank you for allowing me to grow in my craft and share what I know with others.
I must take a minute to thank Jac Treanor, my dear friend, colleague, and mentor. Without Jac allowing me time, early in my career, to give back to my profession, and the opportunity to speak in public, I would not be here today. Jac is also the boss who gave me my first computer and the opportunity to learn how to use it. Yep, he’s the one to blame.
There are many others along the way – such as the officers of the Chicago Chapter who welcomed me in to their midst, gave me responsibility, and bought me many a soda from the bar; or Mike Pemberton, who asked me to participate on the Task Force that developed the Code of Professional Responsibility; or John Phillips, who asked me to help launch ARMA’s first website; and ARMA’s Education staff, who put up with my “just in time” style of preparing presentations for Conference.
I also want to thank the Chapter meeting and seminar leaders and the Program Committee members through the years who have thought well enough of me to invite me to share my thoughts with our members. And of course, I want to thank all of you who have put up with my unanswerable questions, long-winded stories, and bad jokes all of these years. I trust that you actually learned something from me.
I’d also like to thank the many International Board members and the staff of the Association who put up with my griping from time to time, then welcomed me as a Board member so I could see how the sausage was made.
There are many others who also deserve thanks and my gratitude for their wisdom, their friendship, and their encouragement. Some of you know who you are and I thank you, even if I don’t name you here tonight.
I think this is the part where I am supposed to impart some wisdom or some special insight into the future of our profession. What I say tonight is what I often say in my presentations… Never stop learning. Never stop growing. Use this Association to network and to step beyond your comfort zone. I believe that our profession is at the cusp of significant changes that will redefine what it is that we do as records managers and how we perform our work. We have to embrace those changes and welcome the opportunities that come with change.
My present boss is fond of saying… “There are no challenges, only opportunities.” In these times, and in this profession, those are words to live by.
Party on… and thank you.
Tuesday, September 29, 2009
ATR: Twitter
A couple of weeks ago, at a half day seminar that I presented to the ARMA Nebraska Chapter, I said something humorous about "twits Tweeting" (I liked the alliteration) . With all due respect to my esteemed professional colleagues who Tweet with regularity, I hope you understand that I wasn't talking about you.
I opened a Twitter account the other day and began doing some "Following" this evening. There's a work-related reason for this, but we'll add that story to the book of stories that I can't ever tell in public. It will be a long book at the rate things are going.
Anyway.
I decided to see what this "Following" thing was all about. So I "Followed" some of my fellow bloggers, some work-related Twitter accounts, and some odds and ends. Next thing I know, people are thanking me for Following them, and inviting others to Follow ME!!!! EEEEEK! Then people I'm not Following are signing up with me and I think they are all expecting a Tweet or something. People, people, people... I can't speak in less than 75 minute increments or create a PowerPoint with less than 25 slides and there is no way in heck that I can write anything resembling a full thought in 140 characters or less. I had to create this blog because I was filling up the Listserve when I rambled on...
So sorry Followers, there will be no profundity in less than 140 characters from me. You'll have to come here for the unabridged version. And you really don't care about my general health, what I had for lunch, or what I'm shopping for, right?
Why is this post, "Above the RIM"? Well, even if you are afraid of becoming known as a twit who Tweets, you may need to join Twitter to see who is Tweeting and what presence your organization has on Twitter. You might be surprised. And when you find your organization's presence, have you found records of the organization, pointers to press releases retained elsewhere, or just the musings of twits who Tweet?
I'll be over here, trying not to bow to peer pressure or those accumulating Followers...
I opened a Twitter account the other day and began doing some "Following" this evening. There's a work-related reason for this, but we'll add that story to the book of stories that I can't ever tell in public. It will be a long book at the rate things are going.
Anyway.
I decided to see what this "Following" thing was all about. So I "Followed" some of my fellow bloggers, some work-related Twitter accounts, and some odds and ends. Next thing I know, people are thanking me for Following them, and inviting others to Follow ME!!!! EEEEEK! Then people I'm not Following are signing up with me and I think they are all expecting a Tweet or something. People, people, people... I can't speak in less than 75 minute increments or create a PowerPoint with less than 25 slides and there is no way in heck that I can write anything resembling a full thought in 140 characters or less. I had to create this blog because I was filling up the Listserve when I rambled on...
So sorry Followers, there will be no profundity in less than 140 characters from me. You'll have to come here for the unabridged version. And you really don't care about my general health, what I had for lunch, or what I'm shopping for, right?
Why is this post, "Above the RIM"? Well, even if you are afraid of becoming known as a twit who Tweets, you may need to join Twitter to see who is Tweeting and what presence your organization has on Twitter. You might be surprised. And when you find your organization's presence, have you found records of the organization, pointers to press releases retained elsewhere, or just the musings of twits who Tweet?
I'll be over here, trying not to bow to peer pressure or those accumulating Followers...
Tuesday, September 15, 2009
ATR: Records Management as Science?
So the other day, Russell James asks, "Why Not 'Records Science'?" I read Russell's blog from time to time and he does think the deep thoughts. Russell tends to live in the archivist's world moreso than the records manager's world, but he's always thinking. It's not a bad thing. He and I both subscribe to Jac Treanor's statement that records management and archives are two sides of the same coin, so he can't be a bad guy.
Problem is, we may have missed the science bus some time ago. One of the biggest challenges to calling what we do a "science" is that most answers to records management questions start with, "It depends..." Yes, the profession is getting more and more standardized, such as is possible when the types of records are nearly infinite. And just when we think we have one system of records nailed down, something else pops up. ARMA posits the "Generally Accepted Records Principles" and a bunch of records managers scream, "I don't accept those!"
This all takes me back to my (still in progress) read of "Everything is Miscellaneous". Now could ARMA have chosen a more antithetical keynote speaker at Conference? We records managers want order. We create order from disorder. That's what we share in common with librarians and archivists, and to some extent, historians. But our order is rarely consistent or standard. Librarians rely on Mr. Dewey and the Library of Congress. Archivists describe to the rigor of MARC formatting. We just hope that people don't call paid invoices "pinks" or "paid bills". We rail at IT-folks who want to declare email a record type. We pale at the thought of deciding, arbitrarily, "If it hasn't been touched in two years, delete it!" We run interference for lawyers and try to thrash the ones who demand that we implement the latest vendor's "email archival" (whatever the heck that usage means -- I'm still trying to figure out if "archival" is used as a noun). We debate at length if a Tweet is a record and if so, how and where do we retain it. Where once we had thousands of line items on our retention schedules and shared those statistics with great pride and no little bit of chest-thumping, we now try to whittle the retention schedule down to 100 or so buckets inside of a half-dozen "big buckets" (and argue about what those really are). Our science is in constant flux and under continuous attack.
And this in a constant state of cost-cutting, insane advances in technology, outsourcing to the lowest bidder, and the anarchy of the records creator. Years ago, I wanted a concession at the ARMA Conference selling t-shirts that said, "Image it all, let god sort it out." Today, we're nearly better off saying, "Archive it all, let god and the lawyers sort it out." We exist in a world demanding governmental and corporate "transparency", where transparency comes from laws and regulations demanding retention of records. Court systems demand accounting for records and explanations for records not produced. But the courts live in the records and technology world of ten years ago. With each passing day, the anarchy of the records creators reigns supreme. Today I learned about an engineering initiative at Google called the "Data Liberation Front", where the mission statement is:
Now one of the challenges for these guys is understanding who the customer is. While most of Google's customer's are individuals, Google also seeks the enterprise / corporate customer (and the link to this was found on Google's Enterprise Blog). Unfortunately, the last thing that you want in your organization's scientific approach to records management is even more user optionality. If you have science, you demand repeatability. An infinite number of independent users with an infinite number of unique records means an infinite number of outcomes. Google's sincere approach to the corporate customer is (and I have heard it almost verbatim from two different Google employees in different venues), "We're a search company. Just keep everything and we'll help you find it when you need it." No need to worry about metadata. No need to get rid of pesky personal emails or spam that sneaks through. No need for deduplication. Don't bother classifying, just keep it all. The term they repeat is, "an immutable archive", Uh huh. (Now I could rant about Google's naivete for a couple hundred more words, but I'll stop now.) They are coming around to a more "corporate" way of thinking, but they aren't there yet.
So let me return to Russell's premise. Russell wants us (and our kindred spirits in archives management) to refer to ourselves as "records scientists". Unfortunately, I'm afraid that if we go down that path, the only white coats that we'll wear will have extra long sleeves that tie around back. Let's take a look at Pat's definition of information and records.... Stuff gets created, lots of it. We like to call this stuff "information". We records managers create governance policies that separate the information into categories of "records" and "non-records". We care about records, so much so that we divide the records into "series", although sometimes we like to call those series, "buckets". Because we give each record an assignment into a series, we can easily find what we need by searching for records that are part of the same series. We make sure that records that are stored are associated with metadata that identifies and categorizes the records by series and dates and lots of other bits of data. To each series, we assign a lifespan called a "retention period". At the end of the lifespan, we expect that the records will undergo "disposition". If found worthy, some dispositioned records find their way to the Historical Archives, where they are carefully cataloged and preserved for all eternity (or until the company has to sell them on E-Bay). Everything else gets deleted, wiped, shredded, pulverized, incinerated, or pulped. That makes for a nice flow chart, a pretty PowerPoint slide, wonderful documentation, and total chaos in the real world. Why? Because no layperson can understand any step in that process to the same degree that we do. And they really don't care. They create stuff all day. Some of the stuff belongs to them; some of the stuff belongs to their employer, but the creator doesn't understand that, either. It's all "their stuff". They know that sometimes their stuff is needed and sometimes no one ever cares about it again. But it really becomes important only when they can't find their stuff. So they create their own means of organization, in a manner that makes perfect sense to them. And try as we may, our equally arbitrary means of creating taxonomies and series and buckets simply doesn't resonate.
So where does that leave us? The basic problem, in my opinion, is that we have spent far too much time dealing with records in a hands on manner. Let's face it: we like to organize all that stuff. We like the comfort of policy and structure and rules. We like to pretend that it is all so very scientific and completely repeatable. So some of us are drawn to a description of records as science. But the problem is that we spend entirely too much time doing the records management equivalent of debating whether or not Pluto is a major planet or a minor planet. It all seems so very important, but it really isn't critical to the big picture. And the problem is that while we focus on the little bits, we miss the bigger issues.
At the Day Job, I don't do as much records management as I used to. But I apply the essential "science" every day. I'm finding that there are many more issues to worry about and that the principles of records management that I learned along the way serve me well on many tasks that I never imagined I'd be doing. Let's look at those...
Litigation and Investigation Support: At the end of the day, it doesn't matter if we spend years organizing stuff into series. If it exists, it is relevant to the litigation, and it's discovered, it's called "evidence". At that point our job will be to explain where it came from, whether or not the court should trust it, and whether or not someone found all of the relevant stuff for the matter. It's real helpful to know where to look and to have mapped the locations of all the stuff in the organization so we can say that we've looked in all the right places.
Data Loss Prevention: This is a biggie. It encompasses privacy and security. It means that someone knows where the "important" (i.e. the stuff that can get us sued for losing) stuff lives and takes steps to protect that stuff and detect when it is "liberated" (to use the Google term) inappropriately.
New Technology Assessment: When someone decides to officially "Tweet", or a bunch of engineers in one part of the world want to stream a live webcam to their colleagues in another part of the world, what do we care about? When the business takes its stuff to the "Cloud", what requirements do we need to draw up?
At the end of the day, my job consists of adhering to two directives:
So if it makes you feel better to call yourself a "records scientist" who practices the "science of records", be my guest. If your identity gets wrapped up in your business card, so be it. But don't be deluded into thinking that systems of records can be reduced to mathematical formulae and lines of computer code. There's a human element involved and that element doesn't appear on the Periodic Table, but sure makes a mess when it gets involved in records management. Our job is to find ways to design and govern systems that limit the chaos introduced by the human element.
Problem is, we may have missed the science bus some time ago. One of the biggest challenges to calling what we do a "science" is that most answers to records management questions start with, "It depends..." Yes, the profession is getting more and more standardized, such as is possible when the types of records are nearly infinite. And just when we think we have one system of records nailed down, something else pops up. ARMA posits the "Generally Accepted Records Principles" and a bunch of records managers scream, "I don't accept those!"
This all takes me back to my (still in progress) read of "Everything is Miscellaneous". Now could ARMA have chosen a more antithetical keynote speaker at Conference? We records managers want order. We create order from disorder. That's what we share in common with librarians and archivists, and to some extent, historians. But our order is rarely consistent or standard. Librarians rely on Mr. Dewey and the Library of Congress. Archivists describe to the rigor of MARC formatting. We just hope that people don't call paid invoices "pinks" or "paid bills". We rail at IT-folks who want to declare email a record type. We pale at the thought of deciding, arbitrarily, "If it hasn't been touched in two years, delete it!" We run interference for lawyers and try to thrash the ones who demand that we implement the latest vendor's "email archival" (whatever the heck that usage means -- I'm still trying to figure out if "archival" is used as a noun). We debate at length if a Tweet is a record and if so, how and where do we retain it. Where once we had thousands of line items on our retention schedules and shared those statistics with great pride and no little bit of chest-thumping, we now try to whittle the retention schedule down to 100 or so buckets inside of a half-dozen "big buckets" (and argue about what those really are). Our science is in constant flux and under continuous attack.
And this in a constant state of cost-cutting, insane advances in technology, outsourcing to the lowest bidder, and the anarchy of the records creator. Years ago, I wanted a concession at the ARMA Conference selling t-shirts that said, "Image it all, let god sort it out." Today, we're nearly better off saying, "Archive it all, let god and the lawyers sort it out." We exist in a world demanding governmental and corporate "transparency", where transparency comes from laws and regulations demanding retention of records. Court systems demand accounting for records and explanations for records not produced. But the courts live in the records and technology world of ten years ago. With each passing day, the anarchy of the records creators reigns supreme. Today I learned about an engineering initiative at Google called the "Data Liberation Front", where the mission statement is:
Users own the data they store in any of Google's products. Our team's goal is to give users greater control by making it easier for them to move data in and out.
Now one of the challenges for these guys is understanding who the customer is. While most of Google's customer's are individuals, Google also seeks the enterprise / corporate customer (and the link to this was found on Google's Enterprise Blog). Unfortunately, the last thing that you want in your organization's scientific approach to records management is even more user optionality. If you have science, you demand repeatability. An infinite number of independent users with an infinite number of unique records means an infinite number of outcomes. Google's sincere approach to the corporate customer is (and I have heard it almost verbatim from two different Google employees in different venues), "We're a search company. Just keep everything and we'll help you find it when you need it." No need to worry about metadata. No need to get rid of pesky personal emails or spam that sneaks through. No need for deduplication. Don't bother classifying, just keep it all. The term they repeat is, "an immutable archive", Uh huh. (Now I could rant about Google's naivete for a couple hundred more words, but I'll stop now.) They are coming around to a more "corporate" way of thinking, but they aren't there yet.
So let me return to Russell's premise. Russell wants us (and our kindred spirits in archives management) to refer to ourselves as "records scientists". Unfortunately, I'm afraid that if we go down that path, the only white coats that we'll wear will have extra long sleeves that tie around back. Let's take a look at Pat's definition of information and records.... Stuff gets created, lots of it. We like to call this stuff "information". We records managers create governance policies that separate the information into categories of "records" and "non-records". We care about records, so much so that we divide the records into "series", although sometimes we like to call those series, "buckets". Because we give each record an assignment into a series, we can easily find what we need by searching for records that are part of the same series. We make sure that records that are stored are associated with metadata that identifies and categorizes the records by series and dates and lots of other bits of data. To each series, we assign a lifespan called a "retention period". At the end of the lifespan, we expect that the records will undergo "disposition". If found worthy, some dispositioned records find their way to the Historical Archives, where they are carefully cataloged and preserved for all eternity (or until the company has to sell them on E-Bay). Everything else gets deleted, wiped, shredded, pulverized, incinerated, or pulped. That makes for a nice flow chart, a pretty PowerPoint slide, wonderful documentation, and total chaos in the real world. Why? Because no layperson can understand any step in that process to the same degree that we do. And they really don't care. They create stuff all day. Some of the stuff belongs to them; some of the stuff belongs to their employer, but the creator doesn't understand that, either. It's all "their stuff". They know that sometimes their stuff is needed and sometimes no one ever cares about it again. But it really becomes important only when they can't find their stuff. So they create their own means of organization, in a manner that makes perfect sense to them. And try as we may, our equally arbitrary means of creating taxonomies and series and buckets simply doesn't resonate.
So where does that leave us? The basic problem, in my opinion, is that we have spent far too much time dealing with records in a hands on manner. Let's face it: we like to organize all that stuff. We like the comfort of policy and structure and rules. We like to pretend that it is all so very scientific and completely repeatable. So some of us are drawn to a description of records as science. But the problem is that we spend entirely too much time doing the records management equivalent of debating whether or not Pluto is a major planet or a minor planet. It all seems so very important, but it really isn't critical to the big picture. And the problem is that while we focus on the little bits, we miss the bigger issues.
At the Day Job, I don't do as much records management as I used to. But I apply the essential "science" every day. I'm finding that there are many more issues to worry about and that the principles of records management that I learned along the way serve me well on many tasks that I never imagined I'd be doing. Let's look at those...
Litigation and Investigation Support: At the end of the day, it doesn't matter if we spend years organizing stuff into series. If it exists, it is relevant to the litigation, and it's discovered, it's called "evidence". At that point our job will be to explain where it came from, whether or not the court should trust it, and whether or not someone found all of the relevant stuff for the matter. It's real helpful to know where to look and to have mapped the locations of all the stuff in the organization so we can say that we've looked in all the right places.
Data Loss Prevention: This is a biggie. It encompasses privacy and security. It means that someone knows where the "important" (i.e. the stuff that can get us sued for losing) stuff lives and takes steps to protect that stuff and detect when it is "liberated" (to use the Google term) inappropriately.
New Technology Assessment: When someone decides to officially "Tweet", or a bunch of engineers in one part of the world want to stream a live webcam to their colleagues in another part of the world, what do we care about? When the business takes its stuff to the "Cloud", what requirements do we need to draw up?
At the end of the day, my job consists of adhering to two directives:
- Prevention of loss of data of concern.
- Minimizing disruption to the business.
So if it makes you feel better to call yourself a "records scientist" who practices the "science of records", be my guest. If your identity gets wrapped up in your business card, so be it. But don't be deluded into thinking that systems of records can be reduced to mathematical formulae and lines of computer code. There's a human element involved and that element doesn't appear on the Periodic Table, but sure makes a mess when it gets involved in records management. Our job is to find ways to design and govern systems that limit the chaos introduced by the human element.
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