As-Salaam-Alaikum-Khawwati-Nuh-Azrat. Wasim has and welcomes you to lecture number 15 of Marketing for Non-Profites, MKT 628, at the Virtual University of Pakistan. The topic of learning is brand raising, meaning how to raise a brand. Whenever we talk about raising a brand, the image, it really flashes into our mind as that of a logo, its colors, and all the associated features. But the fact of the matter is that branding is not limited to that. This is just to the one particular part of the whole branding process. Branding, in effect, goes far beyond that and it is the upshot, meaning the result of a very comprehensive, holistic, all-encompassing kind of a strategic process that starts with the vision of the founder or the founders. Once the founders could have the vision in place, they try to put together so many different resources needed to carry out the program like the vision. And that gives rise to what we call the strategic intent. And out of that, so many different strategic steps that we follow in order to complete that particular process. And at the end of it, we get what we call a particular program and we brand that program in a comprehensive way like the following. Branding basically takes place at three different levels of the organization. The first level is known as the organizational level itself. The second one is known as the identity level, whereas the third one is known as the experiential level. All the levels are extremely important, but the fact remains that the first level, which is the organizational level, is the driving force behind all that happens within the organizations. And another factor is that it drives all the programs, the HR function and all the decisions that organizations make in order to execute their programs and then accomplish their missions. So we can say that the different steps that are part of the strategic process are the vision translated into strategic intent, further flowing into strong culture which basically is a collection of different values and values define the way we work within the organizations. If we are very passionate about working on a particular cause that becomes a value because it is the passion that drives us to go to the work and do it in the most efficient and effective way. Strong culture gives us certain capabilities and core competencies out of which we get what we call sustainable competitive advantage. We have this advantage which really differentiates us from others and with this the point of differentiation that we get into what we call a mission and that mission is expressed in very explicit terms so that everybody understands what the organization is all about, what it does and how it is going to fulfill the vision with which the whole thing started off in the first place. And once we have mission in place, we carve out the right positioning for the program that we are working on and out of the positioning we get the personality of the program or in other words the brand. I am talking about program which is going to be synonymous with the brand because here we are talking in the context of non-profits and we do not call it a product although a program is a product as well. The organizational level is extremely important because all the steps of the process that I have just enumerated are the ones which get translated into different communications. The fact is until the time whatever we do as part of the process is communicated to all the audiences, those steps are not fulfilled and the only way to bring to a completion of the program we have got to talk about that, we have got to communicate verbally, in writing by doing so many different things and therefore communication plays an extremely important role in highlighting the organizational level because we talk about it with a sense of uniqueness we reach our targets, we raise funds and we advocate the cause with that point of differentiation which is the basis of our positioning. And of course with a strong position we reach the targets and influence them with the difference that we think we carry and with the conviction on their part audiences come forward to support our cause and therefore communication plays an extremely important role in making the cause visible with that uniqueness that we are trying to pinpoint and trying to highlight. The next level is the identity level which basically is a combination of two sub-levels the first one is known as the visual identity whereas the second one is known as the messaging platform and as a matter of fact these two sub-levels are the ones which are even more associated with the branding exercise and the fact again remains that the branding is not limited to the visual identity of the brand although this portion is extremely important and it is also not limited to the messaging platform or a collection of two at the same time it again goes beyond that. It is based on what I just talked about as part of the strategic process in terms of the organizational level and that level then getting translated into the identity platform which consists of these two sub-levels. Until the time that we have total clarity of the organizational level and we are very clear about the point of differentiation, positioning and the personality of the program or the organization we cannot really define the right identity for the organization or for that matter cannot really come up with the most appropriate communications in terms of our vision, mission, values, statement, so on and so forth. It is important and rather mandatory that we translate all these elements into very explicit expressions which have to be understood and owned by all those working for the organization and all those who are actively supporting the cause with the meaning all the important stakeholders. We should not really hesitate involving important stakeholders when it comes to creating these statements because they are a very significant portion of the messaging platform and these are the statements through which we express ourselves and we let others know what is the cause and what is it all about and what is the point of our destination. After the identity level we get into what we call the experiential level. This basically is a combination of the different tools of communications at the disposal of the marketing people who put them together the way they think is the most appropriate mixture of communications in order to reach the target audiences and these tools of communication or communications consist of so many different media. We have electronic media consisting of the cyberspace of which we have websites, blogs, emails, we have social networks and then we have the traditional print media consisting of newspapers, read articles, articles, reports, brochures, flyers and so on and so forth and then we have personal spaces in terms of the meetings that take place between us meaning the marketing people and our audiences consisting of all the audiences starting from the sponsors to the clients meaning the people or the community for whom we are working. We have galas, we have seminars, conferences and we have promotional programs of different kinds. Then we have on-air communications by way of having the television networks we have radios and the fact is that the YouTube is also considered as one of the tools of on-air communications and then we have media coverage by the electronic media and last but not the least we have text messaging the mobile telephones which have become the latest tool of communications because with the help of that we can very quickly reach our target audience for advocacy in the first place and also for fundraising. It is considered to be one of the more important and effective media that nowadays we have at our disposal. With these levels we can say that the first one is all about the philosophy of the organization starting with the vision translated into the different strategic steps which we call the organizational level because those are the steps that drive all the execution regarding the program or the programs that we are executing and unless we have the complete clarity of all those steps and unless we really can relate all those with each other in an integrative way that we cannot come up with something which is very holistic and which really is integrated into something that gives rise to effective communications and communications is the name of the game here when we talk about brand raising and the basis or the supports that we need to have to raise the brand are the three levels that I am talking about. Let us take a look at a graphical presentation of these steps so that we can develop an in-depth and insightful understanding of the process the way it takes place and the way it leads the ground for eventual communications that take place with the help of all the tools that are part of the experiential level. As you can see from this illustration we have the vision to the right and top and this is the vision of the founder. The fact is that the founder or founders do not remain with the organizations all the time. They disappear from the scene which is a fact of life and from them others pick up the threads where they leave and others adopt all that they have left behind and out of that vision we create what we call strategic intent and you will recall that this basically is a function of resources of our capabilities and core competencies. Now the question here is what is it that is connected with raising of the brand when we talk about resources capabilities and our core competencies? Well if we are not in a position to put together all the resources which are most appropriate for deployment for a particular cause our brand is going to be weak. Same is the case with our capabilities and core competencies. Good core competencies which cannot be copied by others which cannot be substituted and even if those can be substituted at a later stage at a very high cost on part of the competition that is something that is going to provide us with a very solid base and a platform for moving forward because out of those core competencies we create a competitive advantage and if we do not have that competitive advantage meaning that we do not have some point of differentiation which is different from others and different in a unique way. Not in a simple way but rather also unique way which can home into the minds of our audiences that we cannot create a strong basis for the brand and we cannot really go ahead with the kind of communications that we need to put together in order to make our program or communications for the program effective and reachable. Another thing that we have to take care of here is the external environment. We take a close look at the environment all the time because if there is a need to bring about a change in our vision and resultantly in all the steps that I am talking about then we need to do that as a response to that. The fact is that the vision does not really change every now and then. It takes quite a bit of time before we bring about certain adjustments to the vision for the organization and hence all the resultant elements out of the vision. But the important fact is that we do not lose sight of any possible changes taking place in the environment and this is how all these things are connected and lay a ground for the brand raising to take place. You think to yourself and you will be convinced that without a good point of differentiation that has such a comprehensive and sophisticated background in terms of all the steps of the process we cannot really carve out the correct position for the program and unless we have the correct position we cannot communicate properly and we cannot really express the right personality of the organization despite having all the capabilities and competencies at our disposal if we cannot reach the right point of differentiation and the most accurate positioning which is simple and unique we cannot express ourselves through our communications and as you can see from this illustration we are down to the next step which basically is a collection of the two levels that work simultaneously we have the visual identity then we have the messaging platform visual identity and messaging platform have to be a true reflection of the identity of the organization and we derive this identification out of the organizational level that defines the positioning and personality of the organization so this is where the connect is and this is where the sensitivity is once we have a vagueness out of the process and we have total clarity we go ahead with the development of the logo the colors and the images and together we start expressing our different strategic elements in terms of the very specific statements which become part of the messaging platform and so much so that all the people within the organization and all those who are connected the way they have to almost remember those statements because you all have to express yourselves at different times at different points to different audiences in just about the same way it is not that one person expresses one self in one way and the next one in another because that is going to cause a lot of variability to the way that we have expressed ourselves as an organization and the way that we have attempted to create the identity of the organization and the resulting messaging platform we then get down to the experiential level which is a collection of different tools of communication and here the important thing is that we have to have somebody or rather a small team within the organization if we happen to be a small organization if we happen to be a large organization we can have a large team of course but a team of marketing people that is knowledgeable not only about the traditional marketing communications but also have the savvy of digital marketing communications because we are passing through a period which is a collection, a combination of both sides and therefore putting communications together in terms of the cyberspace and in terms of other means of communications is a demand which has to be fulfilled by a team that is knowledgeable about all the tools of communication here we have to be very particular and sensitive to the one factor when we talk about the internet in particular we are here talking about two-way communications as you will agree with me traditional marketing communications are just one way one-way traffic because we talk with them through advertising through television commercials through radio programs so on and so forth but there is no interaction with the audiences with the help of internet and the cyberspace the communications have become two-way and we are interacting with our audiences all the time which means it entails positive advocacy as well as negative advocacy meaning there are people who will talk positively about your program or about the product that you are trying to sell you have launched or you are working on you are trying to maintain and there are audiences that are going to be negative about certain elements of your program and therefore you have to have people who can collect that information on a daily basis continually so that you can sift information meaning good from bad and if you are getting feedback which is mostly positive you have got to reinforce that practice but vigilance is the name of the game and that is the price you have to pay if you are getting into digital marketing communications known as DMC communication has a lot of power whether we do it in a traditional way or we make a combination of traditional marketing communications along with digital marketing communications which basically is integrated marketing communications meaning IMC the power of communications cannot be denied and therefore we again have to take a look at all those features that can make our communications very coherent and consistent and here one more time I would like to take you back to the strategic process out of which flows the coherence we look for while putting together our communications and it is by going through all these steps in a logical way that we end up with a communication process which is not vague and which is not whimsical I think that's the right word to use because we cannot afford to have people sitting in the marketing department or for that matter somewhere among the top management or also as part of the stakeholders who might find out we don't like this communication we don't like this particular color we don't like the way this name is written they have to support all that with the help of certain strategic considerations it just cannot be whimsical so coherent and consistent communications basically are an upshot of that particular process which gives legitimacy and authenticity to our communications and on that basis we create the identity of the organization which means we get into two levels simultaneously we develop the visual identity for the organization and we start working on the messaging platform so we can say that good communications if arrived at through the process that I've just talked about give us a lot of benefits out of which some are extremely significant but the one is that we have coherent and consistent communications the other one is we get consistency of image at every point of exposure or interaction with our audiences we are talking about the same thing over and over again we are not changing our presentations we are not changing our written expressions we are very consistent about creating a particular image and that is what we get out of these good effective communications and don't forget if we have coherent communications which lead towards consistency then automatically what we get on our programs is legitimacy, credibility, reliability reassurance, so on and so forth so many different adjectives which you can use for the programs and this is what you call branding you create and you raise your brand by becoming very strategic by giving due importance and consideration to so many different elements that belong here and there all along the strategic process and then arrive at something which is oversimplified by lay people or even those professionals who do not really have the savvy of marketing by saying that this logo is a beautiful piece of marketing well it is an oversimplified statement but the fact is it really contains volumes if you try to translate that into marketing terms because when you do that you will go back to the strategic process and it will start from the vision and then get down into so many different flowing elements which have given you what you see there as the end product however I would like to add one thing here and that is the raising of the brand is not a short term exercise it is a long term thing and any organization has to have the patience to raise the rightmost brand it does not pop out overnight it is a reflection of a lot of hard work in terms of planning, coordination and teamwork and therefore the end result that we see when we take a look at those organizations which we may call good brands in themselves we can rest assured that the amount of work that has gone behind the brand is enormous and given that we can now define the process of brand raising as the one which develops a very clear and cohesive organizational identity and communications systems that support organizations mission so this is a statement which has to be interpreted a little more because when we talk about the organizational identity we are talking basically in the context of nonprofits and we are not talking about one particular brand or one particular product which is launched by a commercial enterprise we are a nonprofit enterprise an organization which is a brand in itself the program, the organization is supposed to execute is the product and that's the brand and therefore it is the organization for which we have to create a very strong identity and that is raising of the brand having learned the basics of the brand raising meaning the foundation on which we expand and raise up a brand we now need to get into a little more details of the three levels that I talked about in the previous component in other words I am going to talk about the organizational level the identity level and the experiential level separately a little more in depth because there are certain elements to all these levels that need to be shed light on and they need to be highlighted in relation to their importance to the strategic process so in other words we are getting into added layers of the process in order to have better insight into the whole process so talking about the organizational level let me tell you that I have divided this particular level into two sub areas because the one area is undertaken by the top management whereas the other one is taken up by marketing people within the organization the reason the first area is undertaken by the top management because it consists of things like vision, mission, values and objectives and these are the kind of elements for which we need total dedication of the top management and when I say that it doesn't really mean it doesn't really have input from the other staff members like the marketing people in particular because you cannot really shape up your objectives and then translate them into very specific goals until you have talked with the marketing people but the point here is that it is the top management that looks into these elements and these are driven by the top management so to say and top management may also or rather they should involve important stakeholders like the board of directors and other sponsors who take active interest into your nonprofit we do not lose sight of the fact that we do approach our sponsors from time to time because of paucity of funds and not having to see the most appropriate level of the human resource and therefore sponsors who are from the professional world and who in themselves happen to be highly placed managers and governors of their businesses can help us with different issues in relation to marketing, finance purchasing and so on and so forth so that's why I said that the elements of the organizational level in terms of vision, mission, values and objectives at once that also maybe discussed with all those people who matter to us in terms of raising of funds and in terms of advocacy because without that help I think our importance would not really be measured as much on the same scale as we would like it to be the other part of the organizational level elements but into the marketing area in particular because here we are talking about positioning the audience and personality in particular there are other related elements to these three main elements of this particular part but I'm going to hold on to that until the time I start talking about all those one by one so let's go back to the first part which is vision, mission, values and objectives I think a lot has been said about vision and mission that they basically are founder driven and out of the vision we have the mission in place but here the importance of the mission factor is in terms of it being very explicit we always say that the mission has to be expressed in the very understandable terminology so that the audiences who are targeted are fully in a position to understand and appreciate what the organization is all about so it is not about only the external audiences it also is about the internal audience because when it comes to internal marketing we have to sell the mission to our staff members who have to own it because missing that ownership of the mission statement we cannot really expect total dedication and commitment of those staff members who have not been exposed to the mission statement and therefore they have to be taken on board in terms of making their inputs so that the words that have gone into the statement are weighed in their totality, in their entirety and nothing is missed out so consistency and clarity of the mission statement is of utmost importance here when you talk about the organizational level we may also like to talk about a change in mission well let me tell you change in mission doesn't really come about every now and then however depending on the external environment it may become incumbent on us to look into the mission statement and bring about certain changes and when we get into that situation of course we have to bring about all the corresponding changes and all the elements that are part of the process that we are going through right now same holds true for the vision statement which basically talks about the future and which could be lofty and futuristic because that's the statement which tells us that we're really we would like to be like five years hence, ten years hence so on and so forth and therefore anything that they may have bearing on that vision in the long term we have to take that into account and this also is a fact which is rather remote in terms of it's happening very frequently the visions don't really change frequently and whenever there's a need for that change nevertheless we have to look into that and adjust that vision so that corresponding changes could be brought about in everything starting from the strategic intent right down to the positioning and personality of the organization in the hope that we do not really have to carry out these changes frequently we stick to what we have learned about the vision and the mission factors if we say that a good mission statement it has to be audience centric in that it is simple, it is understandable it is the one which connects our audiences it really engages them it really motivates them into taking the action that we want them to take it brings about the behavior change and so on and so forth and it is the one which is helpful towards fundraising, advocacy and all those things then it has to be good at communication as well until the time it is spelled out very explicitly and in very clear terms it cannot be communicated in just about the same way and therefore the importance of communication comes here we have got to write down the mission statement why am I talking about writing down the mission statement because of the fact that we do not really want any vagueness in terms of our mission and we want to take any element of subjectivity out of the mission if you talk about your mission with the different people you may get the different answers you know why? because nothing is formalized in that particular organization so we have got to make the decision about formality and informality the fact is that the quality of the statement or the quality of communication so to say is a function of how formalized your communications system is and therefore I would rather advise you to have a formal and formalized communications system than having an informal one because people are not really on the same page when it comes to expressing their thoughts in terms of what exactly it is the organization is supposed to be doing this may sound unrealistic suspecting people not being on the same page in terms of executing the job they're supposed to be doing every day but the fact is if we do not really have formalized systems in place these kind of variabilities do show themselves and therefore it is the job of the top management and also everybody within the organization to make sure that they have formalized systems in order to take the element of subjectivity and the variability out of the whole process and to make communications very consistent the reason I'm talking about the variability in terms of expression of the mission on part of the different people is the absence of consistent communication and absence of communication which is consistent basically is due to the fact that the systems are not formalized meaning the communications system and that's what we have to look into so that we can come up with the most appropriate and effective communications toward the raising of the brand the next element I'm going to talk about is values the values also have a lot to do with the power of communication because the statement that we come up with in terms of values occupies a very important position in all the materials that we put together for promoting our organization what values really are well they are very strongly held beliefs in terms of working in a certain way the people working for the organizations can have a certain way of working when they come to work those who have good values are good workers now what are those values let me give you one example somebody working for a non-profit operating in the area of human services may like to be very passionate because it values sympathy and he values the saving of people's lives and what he values gets the expression or finds the expression into the way he operates and therefore the values become extremely important the way people work so in other words we can say that the people who do not really have good values are not good workers and the organization having those kind of people is not going to be in a position to achieve its mission because the way people within the organization work is not really conducive to the far achievement of the mission a collection of good values therefore reflects good culture and if the values are not that good then I leave to your imagination to guess what the culture would be like and the organization may not find itself in a position to accomplish the mission there are employees working for non-profits who are very sensitive to upholding good values and they subscribe to the code of ethics of good values so much that they prefer to leave the organization if they find out their organization not really following the values which it promotes so in other words the conviction on ethics is so strong that they want to strengthen the ethical part of the strategies they are a part of so in other words they are the people who wouldn't like to see their organization formulate and then execute certain strategies which are unethical so to say in very simple words and therefore the values have a very important place in terms of the brand raising and like I said earlier a statement on values is an extremely important statement which is part of all the literature that any organization puts together if it is going to keep its communications formalized and once those values are formalized I think it goes without saying that it brings the best out of all the people working for the organization and all the people who are associated with the organization because they know that the values have been communicated to everyone in the outer environment they are not really limited to the internal environment of the organization all the audiences know that these are the values that this particular organization is supposed to uphold and now if the organization does not do that it is going to be held to it and therefore formalizing communications a part of which also is coming up with a nice sounding statement on values is also an extremely important link toward the process of brand raising the next element of this sub-segment of the organizational level of brand raising is objectives and of course goals we know that objectives basically are an expression of a set of strategic guidelines which organizations follow in order to fulfill their goals and we also know that the goals basically are very specific translations into numbers of the objectives that the organization puts together as strategic guidelines and therefore all these meaning objectives and then goals they find a very strong connection with the mission and then communications so in other words it is with the help of communications that we highlight certain objectives we as any organization have to prioritize execution of different objectives it seldom will be the case that all objectives are equally important mostly there are certain objectives which take precedence over others and therefore it is going to be through communications that we shall decide the amount of resources to be deployed to certain objectives that demand a higher amount of resources so the resource centric objectives and goals are the ones which are going to be supported with communications in addition to other aids like resources that I just talked about do not lose sight of the fact that the elements that I have talked about so far the meaning, vision, mission, values, objectives and goals are the ones that happen to be the responsibility of the top management because these are the elements that really drive the execution of all the programs and in other words it really means that these are the elements which are basically responsible for a dominant portion of the programs they are the ones that define the direction of the programs they are the ones that commit the amount of resources to the programs which are to be executed and therefore looking at these elements in terms of their communication power is what we have to concentrate on we not only have to understand the essence of these concepts which we already know that we have to now understand how are we going to derive consistent communications out of having very explicit statements on all these elements so that we can keep subjectivity and vagueness out of the whole process and keep the creative exercise the very objective there is a good reason for keeping subjectivity out of the process because we here are doing something which is going to lay the ground for the next level of brand raising we still have to talk about the point of differentiation which is going to form the positioning of the program and then the personality and do not forget that once we are done with all this that is going to lay the ground further for the other levels of the brand raising exercise meaning the identity and then the experiential level in particular the identity because we have to do a lot of creative work in terms of creating the visual identity and also side by side the messaging platform it is this particular platform that we are trying to build in order for the remaining elements to really fall in place it is not only the positioning of the personality and audiences in relation to this particular level I am talking about it also is other elements of the remaining levels in particular the identity level which is going to be dependent on this particular platform so let us wait until that time I start talking about the identity


Hey Virgos, welcome back to my channel. This is Kelly from House of Virgo. Hope you're all doing well We're gonna do a quick little love reading here for you to see what the energies are playing out for the rest of May here This is a channel strictly for Virgos Virgos Sun, Moon, Rising, or Venus. If you're new, please do hit the like, share, subscribe button If you want to become a member of my channel, do click the join button And you can see the perks that you will receive becoming a member. Also go over to my community tab Where you can enter to win a free 30 minute video tower reading from me, okay? As soon as we hit the 20k, we're almost there. So All right, you guys, please be mindful. These are general messages. Hello everyone in the chat. I hope everybody's doing well Just take what fits leave the rest. All right, let's take a look here and see what the love messages are for Virgo Virgo Sun, Moon, Rising, and Venus Okay, you've got the butterfly. Beautiful. Relationship is evolving to the next phase healing the inner child and growth here is showing up. What else do you have? Twin flames. Wow. Okay. There's definitely like a twin flame connection here Yin Yang, Zen, balance, union, duality, coupling, complimenting each other. Okay, so Twin flames coming together Possibly growth, healing, energy, some twin flame relationship that's evolving Let's see. What else? This is amazing. Wow. You get the love card again just like yesterday So, wow Virgo, what is up with this here? Okay, so there's transformation here in a relationship that's going to Really begin blossoming before the end of May Okay, love unconditional love self-love oneness Passion affection and attraction beautiful energy. Okay, let's see what your Romance angels messages are here. Wow, you also have soulmate Okay, so maybe somebody you consider of a soulmate is actually a twin flame Or there's a kinship Two people maybe started off as soulmates and Turning into a twin flame connection or you think this is a twin flame your person thinks it either way Somebody here thinks there's a portion or part of the relationship that can be challenging yet meant to be two people Who are meant to be together. Yes, this is your soulmate. All right, let's see Okay, you've got honeymoon enjoying the bliss of holiday time together So I'm picking up some energy for the the last weekend of May some holiday Something some holiday something happening here and Wow finances and career Interesting. I feel like you got that the other day too or yesterday. What else do you have true love? Okay, beautiful So There's definitely a true love connection happening here. This is it's just screaming. Okay, it's just screaming. Let's take a look and see who this person is Maybe you already know them or maybe you haven't met them yet. You will be let's take a look and see what's upcoming here The last half of May what messages does Virgo need to know what is coming up for Virgo the last half May? With soulmate twin flame a love situation Beginning to blossom change going to the next phase of a relationship with somebody Let's take a look. Oh Wow, okay, eight of cups and the night of cups. Oh my goodness. Okay Somebody's definitely coming towards you in May with a love offer Right, maybe you know them. Maybe you don't okay? It doesn't matter. It's coming towards you could be a Pisces the eight of cups energy is like you you're some of you have withdrawn from a relationship and Opening yourself up to new love or new up or attracting new love opportunities into your life somebody's coming in here The night of cups energy is you know someone who's just very loving and has They offer their cup of love that this person and I'm also picking up. This could be someone that you Would be at a distance too, so I feel like this person is coming from far away Okay Interesting somebody here might have felt like someone moved on there might have been like a past relationship that that there was a withdrawal or it's abandoned and I Don't know. It just feels like You're alone.  Look at those eight cups You've built up relationships in the past, you know, you've got some love on your belt here and and now you're looking up at the moon and Waiting for that ninth cup to come in seeking that ninth cup chasing after that ninth cup And so many here brings it and that night at nine of cups energy is wishes fulfillment Okay, emotional fulfillment coming in here. So see if we can find out who this person might be Okay, seven of wands. All right. Well, hmm Pageswords in the reverse again. So I do feel like this is someone who is Or will be watching you. Okay, don't don't you just love that the little stalker sneaky energy No, this is someone who um It feels like they don't want you to know that they have their eye on you That's what I'm hearing. They're not they're gonna kind of like push back on that You might be getting a sense right now or you might start feeling a sense that somebody is kind of Watching you. I don't know somebody you just have like your radars up If you're feeling that way it you're right about that But this person is trying to block it so that You can't see that they have their eye on you or that they're watching you somehow I'm just feeling like with the seven of wands. There's some kind of defensive strategy or blocking kind of energy With someone here. Okay There's like the protecting themselves to not be found out that they're gonna be Seeking you or watching to see what you're doing like this is super super curiousness Yeah, this is someone who's like But it feels like they're hiding. All right. Oh, okay Five of pentacles in the past. I'm sorry in the reverse. Why do I say the past? So Okay, so they're giving me this energy of like hope returning and Trying to recover some kind of a relationship. So did you know this person in the past or do you currently know who they are? Could be Okay, they or they could just have like hope is returning for them in the sense where They really want to come towards you And make some kind of love offer to you. I feel like this person you might know them through work Or they sit at a desk near you or they're in a school. There's a connection to a school Or some type of craftsmanship or building or They might study Or they write they might be a writer Maybe they you know, they write books or Periodicals I'm hearing and they study and they write They write about also. They're just telling me this is this feels like a student of Scholarly endeavors where they write about Gosh, I'm just feeling Like having hope. I don't know what exactly that means having hope This person might you know post things online Or you will notice that they they're very active, but the things that they post online are Very like Hope they instill hope, right?  They're active that way where they write affirmations all the time. Okay, or they write about Scholastic things or or legal things. It's what I'm hearing or how to rebuild your finances so they could be someone who And then you might catch them writing about the stock market. I'm hearing or teaching or helping others learn I'm hearing about the stock market Okay, that's a strange message. Okay, but we're trying to see who this person is Who is this person for Virgo? Oh, okay, King of wands is here. Wow, there's a nine of cups That's definitely who this person is Aries Leo Sagittarius energy. Okay, the King of wands very bold Very active type of a person very tremendously charming and courageous Very much alone and doesn't have a physical Release You know one of one of our one of our chatters mentioned this if you look at this card, you know William, I think it was Vlad. I can't unsee it. I say this all the time But every time I look at this I I feel like what is he doing with this palm? Okay So, you know male or female energy, you know how it goes So I kind of feel like this person is all alone. They don't have anybody They have no physical release with anyone So this is very important to this person. They're very active if you know what I mean, you know It's not necessarily like okay, that's their only intention. I don't feel that way but I feel like this person They're very hopeful with the nine of cups. Okay, they're very hopeful this person has um I feel like they're telling me They this person so they're very healthy. They're in really good health. I mean I'm hearing Um fitness health good eating Very physically active this person, um They have their material gains, you know, um What they do with their wealth health Abundance they have all of that this this person does, you know, they're they're pretty self assured And and I feel like they're pretty free spirited and very creative type of a person as well. Okay, um I mean it's it's a it's a fire side Now is that someone from your past it could be it could also be somebody new coming in making a romantic love gesture towards you Okay, wow Okay the hermits Hmm interesting So the there's what they're so what I see is this person, um Quite reflective But I feel like they have some ideas or some kind of proposal not to mention romantic But also there'll be some kind of conversation with this person about money and finances Which is why finances and career is here. So you'll know them by that is how I feel. Um, there'll be some talk About, um the stocks, cryptocurrencies, um money investments, that kind of thing There'll be there'll be a lot of conversation and I also feel like this person is, um What is when they are They're telling me when this person goes off on their own, right? This is what they think about they think about How to make money Ideas for wealth, you know very business oriented. I feel but um very much like a leader In those areas, you know what I mean? Like, um owning a business not just Putting money away, but like someone who Thinks up business ideas or makes plans Of or how to raise money. Okay Um, it could be like fundraising. This person's kind of involved in um But you know, but when it comes to like business and money, they're very patient, you know what I mean? Like, um They may be thinking looking for a new job at this time Okay, um are thinking about ways to increase their employment and I feel like they're just giving you qualifiers to who this person is so, you know But they're not overly active, you know, like they're not like the king of pentacles very reserved and very focused on money and Just kind of a stick in the mud.  Let's you know, let's go climb trees We'll worry about the money later. Like they this person's very optimistic You know, but they're sensible Very sensible. Okay, but you know, they're the number one thing with them is activity and fun and pleasure and Enjoying life red hot passion type of energy and then their secondary is You know, um working creating businesses building things like that. Okay, so finances and career It feels like it comes second love comes first for this person this person Loves to be in love Love to love. Okay. So do you know them? Maybe If you do if this is someone that you were dealing with in the past, there's definitely some shift There's some energy change that's happening here You know with the twin flame stuff going on and the love I feel like, you know, if you know this person, I do feel like this person is very much in love with you Um, and if there are some changes being made, there's definitely a new phase to this connection There's definitely growth inner child healing has is happening So that just basically means there's maturity that's coming here with this person And a relationship evolving Okay, the twin flame energy I feel like it's to let you know that there, you know, if you've been involved with this person before there was some struggle Um, this coupling there was struggle to couple with each other Um, it may not have been differences. It may it could have just been timing, but we'll see how that goes Um, and if you don't know this person, it's this is the energy coming in for you. It's 100% You know, um, now let me say when I say areas Leo Sagittarius could be their sun sign or They could be very heavy fire elements in their chart. Okay So when you look at your full natal chart, you know, they could be like The score would be like Five out of six all fire element. It's that energy. It's not. Oh, this person's like a Leo moon Um, no, it's heavy fire element in the chart or it's the sun sun sign. That's when I'm picking up. That's not a, um That's not a formula that we all have to live by this is just the energy that I'm picking up here with this person What else do we have? Okay two of pentacles And the four of swords very well balanced. This person is coming in here and They're showing up Having made a decision Steady stable to a pentacles energy is, you know, juggling and keeping the balls in the air and being very steady and balanced and that four of swords is very peaceful and Patient and this feels like a personality that I'm picking up from this person Um, if this like I said, it was so many you knew in the past and this doesn't sound like them Remember we have the butterfly. So there is 100 percent Evolvement and maturity and growth happening here. Okay And Yeah, and as far as somebody new coming in wow, this is amazing I feel like because I do feel like some of you have left a past relationship or Felt you were abandoned or something ended and you've just let it go Okay, and you are as I said opening yourself up to new Opportunities for dating and and love relationships going forward and somebody, you know And I say as soon as you open up and let that let the past go somebody, you know, somebody falls in I always feel that energy plays out here. I always feel that it happens It's when you're holding on, you know, um when you're still holding on if So People say well, I'm not holding on. I haven't seen my person. I still can't meet anybody. No, you're still holding on Believe me.  So what if you're not attracting someone Or um a person place or thing you have to ask yourself. Okay. Why Why isn't no one in my periphery and for some of you, it's just your single season That's all and your single season will end when it ends All right, let me see Okay, yeah three of sorts Oh the empress Okay, somebody got heartbroken by um either. Well, it feels like a Taurus Um, so your person could have been connected with a Taurus Maybe this there was a pregnancy or loss of a pregnancy or an abortion Or a miscarriage or there was some kind of maybe loss of a mother that kind of energy with this person Um, or there might have been a cheating situation if they had um, you know, uh a spouse That kind of energy here. Um, this person's definitely I feel like healing because it's coming after the four of swords is healed From some kind of heartbreak and is more balanced and stable Um, I don't know why you need to know that but I feel like it's a qualifier when you talk to this person um This is something that they'll tell you Okay, let me see. Let's take a look at you Virgo. Let's see what your energy is here. I'm actually I think I'll pull Come on, I need some different cards. I'm gonna see what your energy is here for you. What's going on with Virgo? What's Virgo been working on? What's going on with Virgo? How is Virgo gonna feel about this person? This is what we want to know Look at you.  So you're stabilized. I love this You're balancing things very well in your life at this time. You're ready. Yep.  You got your sea legs Again, you're you're holding your own and I see that And if you haven't done it yet, I see that coming up for you and it might even Meeting this person or having somebody here show up if it's new um Might inspire you You know to get more grounded and more stable But for some of you whatever the situation letting go that's what I was talking about Having an ending so you could have a new beginning whether that's a past relationship You have to be in a better like you have to have your footing.  They could be quite challenging. Can't they? Very very very I don't know that there's any perfect relationships out there So I see you in a really good place. You've let go of something Look at this. You've got the sun leo energy. Here you are queen of pentacles You I see you being very joyous and happy at the end of this month Definitely, there's major shifts and changes happening here for you. Maybe you're on the cusp of leo vergo okay Major shifts happening being very steady and abundant and grounded here in your life Definitely the end of this month the weather warming for you know, if you're up in the northern hemisphere, of course Or it's starting the weather. Um, so they're saying the weather is being just right. It's not too hot It's not too cold. So wherever you are you're feeling You know the rabbits the animals are all around the birds It might be like some growth in spring and for some of you it's you know There's a new season coming in you're going into the fall or into the winter, you know So there's joyous playfulness successful outcome Ending your summer and and being you know, super excited Coming to the end of the summer and some of you are just getting started and you know getting some I just feel like I just feel success and joy here for you I just feel success and joy You're you're looking good financially for sure at the end of this month for sure I'm just seeing some of you are stocking up your You're stocking up your cabinets I don't know what that means.   Oh my gosh Look at this. This is just the most amazing rating here You know, there's a love situation happening here 100% Okay, um And like I said, it's I'm seeing a king or a queen of wands. I'm seeing a fire sign I don't know what your situation is if that's your past person. It could be Um coming back around the way I described them. Um, if not This is somebody no and this is lovely and this is so beautiful. Let me get a couple extra cards here Let's see what else you need to know. This reading is going to be a little bit shorter than usual because I have my grandson tonight and he's going to be going to bed soon And he's going to be at the top of his lungs Protesting so I don't want to get that on video. Um, let me see here What other messages are there for Virgo? Hey Griffin Honor and good luck. Somebody might have a child named Griffin You got the wolf beware who you trust. Oh That's interesting Okay, beware who you trust Well, I don't know who that's for I don't feel like it's attached to this reading Um, but I do feel that should just be That should just be a life thing, right? Even if it's not attached to this reading that should just be a life thing Always be aware of your surroundings and the people around you like a wolf like trust your instincts Is what I'm hearing use your instincts You know not not Some of you aren't really in tune with your intuition. So use your instincts instead Okay, your animal instincts and that's really like what your body's telling you If you're not sure what your intuition is telling you go with you Go with the vibes that you're getting the physical vibes vibrations Okay, I've got the dagger conflict and danger lie and wait. All right. This they're leading They're leading us somewhere somewhere here with this What are you trying to tell us? The sphinx choose your words carefully. So there's some kind of an argument that's going to be showing up here Oh my gosh, they're taking us down a completely different road I don't know if it's with this person for some of you it could be it could be um Some of you this person if this is like a past person coming back, you know, it looks so beautiful But you know, some of you might decline it and say no Holding out for the new passing Some of you just might make a decision because the lovers is a decision card You might just make a decision that You don't want to heal a past relationship. Even if it can be healed Some of you might just have already decided it's just done It's just done and deciding to open yourself up to other love other love or other attracting new opportunities And I feel like be careful, you know, don't just jump from The pan into the front the frying pan into the fire take your time I do feel like there's going to be some some you saying something to someone be Be meticulous with your your words If you're going to end something with someone Look The seer follow your intuition. So for those of you who are in touch with that follow it If you're going to end something with someone Virgo Use your choice words, okay, choose your words very carefully with someone here If not, there could be conflict and you don't want that, you know, nobody wants conflict, right? Nobody wants danger either So just be very meticulous and patient with your words and the things that you say If you're saying something to somebody or if you're ending something I feel like that's a separate message for some of you Because some They're saying some of you might have somebody showing up Who is new and then you could have a past person, you know, it is mercury retrograde So that energy could be playing out. Let's see what signs we have here Okay, capricorn we have cancer and leo Okay Scorpio Sagittarius cancer again one more Scorpio Aquarius and Sagittarius, okay when we have doubles that's indicative of some very important message Let's look at our Ages Dates, okay, September 10th. Wow 10 10 10. Holy shiz. Oh my goodness 10 10 10 June 2nd, okay Um November 8th, November 13th, okay Um 10 10 10 That is crazy three. I don't know if you're I don't know what that means. I'm not a numerologist. You guys did you know? But um, one zero one zero one zero isn't that binary Those numbers are zero one zero one zero one Uh, binary numbers. I don't know. Maybe that means something. Um, Okay, let's see All right. Um, February 5th, October 11th, 11 11 is here. We have 10 10 10 and 11 11. Okay. Um So May 11th, we have the 19th somebody's I'm giving they're picking up the age 40 Okay, um 2020 something significant Okay 357 I'm hearing That's an important number. Um 1968 Uh 2010 significant time period somebody was born september or august 28th um September 17th somebody's 35 Okay, um My grandson's he's going to bed now. So I've hit the 30 Minute, sorry that it was so short, but you know Got to do what you got to do. So I'm going to leave that there for you you guys I hope that you enjoyed that message Um, do you go over and enter the contest to win a free 30 minute video reading with me? Okay, it's not a video call. It's a video recorded Uh, reading that I'll send to you. Um, but all you have to do is go over to my community section Um, I have something posted there. Just, um Post there your favorite tarot card and you can post your email Um, I know some of you don't want to do that But um, if you do it make a lot easier for me to connect with you so you can make, you know, um A burner email if you need to um, and then I will randomly choose somebody once I hit the 20 000 subscriber mark Okay, you guys so I will see you all tomorrow. Have a lovely evening. I have a lovely day Um, yeah, take care. Okay. Bye


So, the final presentation this morning is a meeting report on the electronic health records meeting that Jeff Stroing is going to present. Great. Thank you. I think I'll be able to go relatively quickly on this. This was a meeting that emanated from the Arleigh House meeting on genomics and health IT systems, exploring the issues. You can see the planning group there. Really, Greg led this very ably. Greg, are you on the phone? I am. Can you hear me? Yes. We can hear you. So, you have a copy, I think, of these slides. I do, and I'm on the webcast as well. Okay. Great. Rex was there, and Terry was a participant in this, so they can speak up as well. So, this was meant to be a relatively high-level kind of meeting to look at the issues. It was a typical NIH kind of meeting with 90 participants or so, broad representation from academia, from numerous government agencies, very importantly from the Office of the Secretary, from the Center for Medicare and Medicaid, FDA, and the HHS Office of the National Coordinator for Health IT. We had some vendors there and insurers and professional societies and such. And it was meant to address these two kinds of questions or issues. What are those surrounding the intersection or some might fear collision of the health clinical IT systems in the U.S. and genomics and how we integrate the air of genomic medicine into this infrastructure? To look at what are the opportunities and challenges to fully realize the potential benefits of genomic integration and then look at what are the potential downsides and pitfalls. I'm just going to cover a few of the highlights. Greg is working on a first draft of a report. It was a very interesting, very good meeting. It was a very interactive audience and I think really had good discussions of a lot of the issues and I'm just going to highlight a couple of them. Importantly, one of the early speakers was someone from the Office of the National Coordinator. This is a group that got many billions of dollars in era funding to kind of jump start and sort of get the adoption of EHR going. He reported that a number of independent groups have come to relatively similar conclusions that by around 2019 they estimated there would be about 80% adoption of some form of electronic health record in the United States. That really both the health IT, the medical informatics EHR community and genomics communities are making progress. But they are largely on independent tracks at the moment and that the relationship between these two needed to be formalized so that they can articulate where they want to be and agree on how to get there and he continually made reference to the transcontinental railroad that we needed to decide where we're going to meet and have the same gauge railroads and so that when we get there it does hook up. To articulate a vision like this, to have a standards-based interoperable electronic health record system that supports health care and research. Another sort of very interesting concept that really sort of permeated I think everything was this notion of a learning health care system. I think there soon will be or maybe already is an institute of medicine report called the digital infrastructure for a learning health system. And this is the idea of a kind of continuous feedback loop of using clinical data and clinical decision support systems to both improve health care and do clinically oriented research. It was a very nice talk from Zach Kohane on this notion of EDGER or EHR driven genomics research. And I think something that caused both kind of excitement and concern was the blurring of the line between basic and health services research and clinical care that really, you know, using the EHR as a data source both brings all the tools we can bring very close to the patient. These are real life situations, but particularly from a human subjects and consent issue, you know, we really no longer have this clear separation between what's a research study, what's a research question, what's a research you're doing with the data versus what is a clinician doing or a clinical informatics support system. But this notion of having, you know, a kind of real time decision making and evaluating the outcomes of those decisions and integrating some discovery research was quite exciting. There was a lot of talk of standards and maybe a little bit harkening back to the Arleigh House meeting. I mean, there were a couple of camps, a few people sort of said essentially we need a new standard like we need a new hole in the head or like we need a hole in the head and a new one maybe, or that, you know, nobody can talk to anybody else because standards don't exist and until they are developed, we can't make any progress. I think sort of in general, the idea was that we probably don't need completely new standards, but the existing ones need to be sort of harmonized and be made more extensible. Mark Yandel gave a very nice presentation on the genetic variation format, which is very similar to the VCF format, but for example, the leader of the HL7 genomics interest group who was there had never heard of GVH. HL7 is the system for actually sort of transmitting data back and forth, lab values and things like that between systems. So it was more sort of the standard people getting together and understanding what each other's does and where they might need to be harmonized or extended was the focus. Certainly acknowledgment that the phenotype and sort of genotype standards are much less well-developed and that we need quality metrics for all of this data. This may not be the very best title for us live, but I put up here reinterpreting the genome. I mean, following up on that last point, there's a lot of work that needs to go into developing how we would interpret a genome variation, genome variant or a whole set of genome variants today, but as difficult as that is to interpret the first time, we're going to need to continually reinterpret this for many years as our knowledge of the clinical implication of variants comes into being. And this was pointed out particularly by I think some of the vendors that the electronic health record is a medical legal document that it needs to both document what the decision was made, but all the information that was available to that clinician at the time. And if they're making decisions based on a set of genomic variants, you know, how do we sort of harden what information we had then because next month there will be more data that might help you reinterpret or further interpret that genomic sequence. The whole genomic sequence or maybe not even the whole GBF needs to be sort of part of completely within the EHR, but how we expose various parts of the GBH file or the genetic variants was discussed and needs to be worked on a lot. And also this notion of sort of critical values of a genetic variant file. Even if the clinician or the system doesn't support access to, they haven't asked for results on a given sequence variant for a gene. What if based on whole genome, whole axome sequencing, you know that this person has a variant in a very high-penetration gene. Is that something that needs to be reported? But this is, these are, I mean, many of these are issues that have been encountered in other areas and I would sort of, there was some talk, you know, whether we're getting into the genetic exceptionalism again because from an EHR vendor they said on one level a genomics test is no different than any other laboratory report. It gets ordered, you get a report and the clinician interprets it.  These machines, they do all 500 tests and they just don't, they only report the five that the person requested and paid for. But they do have this notion of critical values. If something that the clinician didn't order is so far out of range, that gets reported. There may be some, you know, are there genetic variants, such genetic variants, there's sort of, you know, a lot of issues like that. I think I just have two more slides. The research was mentioned many times as kind of a trail blazer. There were a number of talks from emerging investigators which went off very well. And it was really, I think, called out as an example of the kind of groundwork that's necessary to figure out how to go forward and that sort of continued expansion and extension of this model was really a good way to go. Phoenix as well was called out as a way to begin to help the more on one level thorny problem of standardizing how we just defined phenotypes. We've talked a little bit about data security and data storage. Actually, a somewhat surprising, I think, conclusion at this was that since the medical record would be looking at maybe a GVF level or even a part of that file, that sort of data storage wasn't really seen as being a big issue. Because they wouldn't ever consider the kind of reads or lower-level data. In the interest of time, I think I'll just sort of touch on these very, very briefly. We haven't coalesced around a complete set of action items yet, but these were some of them that we do. There is a need for some leadership in the standard space in getting these two communities to talk together. There was a fair bit of talk and need a lot of work on sort of really sort of maybe moving beyond the standard informed consent model of an individual giving consent for a particular study. That if we think of getting the best use of the electronic health record and the integrated genomics information that you need ways to mine this effectively to support clinical decision-making without having certain records and certain parts fall in and out, we need to sort of get to ways of doing that. There was certainly agreement that we need some mechanism to come up with some sort of set of standards in a way to sort of come up with what are the clinically relevant variants and how do we make that accessible to clinicians in an understandable way. That we need pilot programs for demonstrating the clinical utility of genomics and EHR integration that we're just showing that we can integrate them. And isn't this neat and cool? We need to show that they actually provide clinical benefit and are cost effective as well. I think there was some more, but I think I'll stop there and let Greg and Rex and others make comments. Thank you. It was a really nice summer of the meeting. It was really a great meeting. One of the things that struck me was the breadth of folks at the meeting ranging from electronic health records vendors all the way through genomics types. And just to emphasize a couple of points that Jeff made. In terms of standards, there's a strong sense that as the electronic health records initiative rolls out more in the Office of the National Coordinator implements the rules for meaningful use. And as the health care community implements meaningful use and deploys EHRs, it's going to really improve the quality of the data in electronic health records for future research. So it's a great, great opportunity and something we really need to pay attention to. And I think looking at that in light of the kinds of things that Emerge has already been able to do, it's already pretty good. But if it gets really good or excellent going forward, it's really something we need to pay attention to. One of the things that I think strikes me as we think about these standards and how do you actually get a clinician to implement them. We need to think hard about how we annotate, and Jeff alluded to this, but just to put a final point on it. How do we annotate the genome and the genetic variants that are actually clinically relevant and clinically actionable? And we need to really be paying attention to that. Because as we go forward, that's going to be a key piece of this. And sort of in my own fantasy, I imagine it would be really cool if there was a centralized data feed, a GenBank kind of like thing that had these annotated clinical variants and some quality score, if you will, that's attached to them, that any hospital electronic health record could simply point their system at and get a web dump or a web services feed of this information and be constantly up to date. The problem, of course, is there are going to be local clinical standards that need to be applied and variation across different sites to implement that. And as I was talking about this at the meeting, I saw people like Peter Good just blanched as they thought about what the responsibilities and costs of doing something like that will be. So I think that's going to be a real challenge going forward. And then I thought, actually, I was very impressed by Fen Genie, and I wondered if that might actually be a step in the direction of that kind of a data feed. So we should pay attention to that. And then the final point that I'll make is I thought there was also a fair amount of discussion of some of the LC issues about, really, what's different here is that there's so much data. And it affects the families in ways that maybe some of the other things don't affect, some of the other kinds of measures we're used to dealing with clinically don't affect families more broadly. So that was an important issue that needs to be thought about. This idea of what level of data do you share? Some people at the meeting were very clear that they never wanted to know their APOE alleles because they didn't want to have to deal with that consequence. And I think the other point that Jeff made that I would really emphasize is why is this any different from anything else that's in a clinical record in terms of lab value? We all know that your total cholesterol level is probably a pretty good predictor of cardiovascular risk. And so maybe we're making too much to do about genomic information. Lucia, or Neville, like Greg, say anything you think. I just wanted to make a comment about, Rex's comment about Fijini. So working with NCBI, we've gotten to hear a little bit about what their resources are like and what they're thinking about. And I think they are also interested in clinical annotation. However, the data that they have right now are data that are essentially submitted by outside users as clinically relevant. I don't think there's a common standard. And I think that's really what's missing, although perhaps having some annotation at all is better than nothing. I think the standards issue really needs to be addressed. Yeah. I was only there for the first day of the meeting, but I think it was a good opportunity to have sort of those at the federal level who are kind of putting together all the electronic health records and the mandates for those with the researchers. Because they really seem to be a disconnect between recreating this huge thing that will be good for clinical care and research without a lot of thought into do I want my stuff being used for research, as well as researchers putting research level information into the electronic medical records and kind of blurring different types of information. The second thing I thought was very intriguing, there was a lot of talk about informed consent. And everybody immediately their eyes glaze over and think about the 40 page consent form, which we make with regularity. And one guy got up, I forget what his name was, and really suggested. Perhaps we should look at this as public health reporting. You know, you get a gunshot wound, you're going to be reported to the police. If you have high cholesterol, perhaps this should go into almost a public health reporting mechanism. So I think there's a lot of, there's some excitement about some different ideas, be it notification, more than informed consent, or you're looking at different approaches. Greg? Do you have any? Hi, yes. It's Greg. I don't have much to add to those comments, except to say that there was some debate, I think, going into this meaning about the timeliness of beginning to look at this intersection. And at least for me, and I think for some of the other attendees, there's a fairly good consensus that due to the huge inertia and amount of investment that's going into the public effort to have EHRs be adopted nationwide, that it's better to be thinking about these topics and working on them now, rather than trying to retroactively get a huge number of vendors and academic systems to think about incorporating genomic information 20 or 30 years from now. Great. Howard's pointing up again. I wasn't sure you were talking about lunch upstairs. No, I have a comment. I am interested in that, as you can tell. But that's a different story. I think that a lot of the comments that were made here about trying to pull together some consensus around which variants are actionable. Also come back to the presentation we had on the microbiome, which is there's a lot of inertia out there. And I don't know if you're starting to see this, but we're starting to get clinical ads where Chinese companies will do your microbiome for you.    So that's a different story. But that idea of annotating these things, I don't know if it's an intract issue or an NCR issue, but it's coming way faster than us so-called geniuses on the advisory council realize. And I think you guys need to act on it with or without our help. It seems to me, it's a tough issue in Eric's slide about the CDC's population health genomics office going away in this EGAP program. I mean, that was incredibly labor intensive, went through a relatively small number of genetic variants. Yeah, don't do that. Right, I mean, so we need something in between that and a completely computer-driven thing that simply spits them out. There has to be some level of human curation, but it can't be at the level of EGAP, and it needs to go- Many of us here are having to do it for our own institutions. And it would be nice if there was done at a national level or a regional level, not each hospital. I think I've nearly gotten this back on time. Yeah, the speakers this morning did very well keeping us on time. I think we have time to go upstairs, break for lunch. We can be back by one, let's say 120 so that we can really start at 130. And if all the presenters in the afternoon can do as well as the presenters in the morning did in keeping on time, I think we'll be in good shape. Yes. So you're at 120.