Alright, so we're going to base the entire haircut off of the very center of the crown. So I'm going to take each of my partings diagonal across the parietal ridge down to that recession point of the head. We're creating a nice triangle shape on the top. Based on that triangle shape, then I'm going to draw two more diagonal forward partings down to behind the ear on each side to section off those triangles. So we're going to work this whole entire haircut off of triangular shapes. Now I'm going to take a parting straight down center back dividing the back into two sections and comb each of those panels off to the side. We're going to be using our Mizutani Blacksmith Fit 6.5 inch scissor. This is one of the very first Mizutani scissors I ever had and I really love the way that it cuts. It's got a nice solid feel to it and a very comfortable handle. Alright, so now we get those sections clipped away. We took diagonal forward sections along the occipital bone and I really wanted to align that diagonal section or diagonal parting up with how I want the outer perimeter of the haircut to fall. Now I'm working scissor over comb. Key things on this is to make sure that you keep that steady blade along the ridge of the comb. This is my 339 comb from YS Park. I'm just working that. I like using the loose teeth when doing scissor over comb and working a lot of bulk out of the hair. So we're just going through there the wider the teeth that allows the comb to really slide through the hair. When you go in you want to work around the nape, you want to work in tighter places using the tighter teeth works, but this is just a good way to get that bulk out of there. So you'll see me go through and I just quickly cut the hair, not worrying too much about the precision part of it. Then I go through and I really start detailing it once I get the length where I want it. Now we're going to go through with our blow dryer real quick and just blow dry this with the comb tension so it allows the hair to lay the way that it should to make sure that our cut is exactly the way we wanted it to be. So I'm going through just detailing the outer edges and we're going to start to build our graduation here. So everything's coming straight back towards me.  So what's going to be happening is towards the inside of my finger I'm actually building up quite a bit of weight because of the over direction and because we're rounding that corner and over directing it back at the same time. So we're building up a little bit of weight which is cool because it kind of aids in the shape of the haircut at the very end which you'll see when we blow it dry. Also what it does is because we're doing the over direction it's pushing the angle towards the face already. So because we're over directing it back it pushes weight to the front and length to the front so it really starts that outer perimeter line that we were talking about at the beginning. So now I'm going to work that diagonal forward parting all the way through. We're going to start continuing into the side of the head at this point and building in that outer perimeter line that we want to kind of follow above the jaw bone but diagonal towards right about the corner of the mouth. Key points on this part of the haircut is to make sure that you keep that elevation low. The higher you go with the elevation the more broken the outer perimeter is going to be of the haircut so you won't get that solid line that you're looking for. The other thing is you'll see that I separated the front and the back right here and that was because naturally the hair wanted to fall from the crown, wanted to fall a little bit more backwards. So you have to be careful whenever you're taking your sections down you want to see how the hair is going to fall naturally. Don't try to pull it too far from where it's going to fall naturally otherwise you won't get those nice perimeter lines either. So just working through that's the end result of that side. We're going to do the exact same thing on the right side working through taking my guide from my previously cut side. You can see that I sectioned away a little bit of the, I sectioned away the top of the left side just so I could grab a little piece of that to start my guideline. Now working diagonal forward through about half inch sections not trying to take too much in my hand. I want to see a clean guide I don't want to pull too much hair down even though I am cutting a stationary guide in the back. So working through you can see that angle and how it starts to unfold I think this is a really good view of that now so the over direction plays a key role in pushing that weight and length forward to behind the ear and that gives us a good point to continue on when we get to the side of the head. So keeping that over direction back working through the back of the head so you can see how it kind of flows it starts a little bit shorter in the center and that weight grows towards behind the ear that has everything to do with the over direction that we just did. So now I am watching my finger angle and my fingers are basically pointing at the corner of the mouth that is where I want that line to go and I want this to be nice and solid so again not lifting it not trying to elevate it too much because that will break up the line it will add too much layering to the side of the head and that is not what we are going for. So we get that finished up I did another blow dry with the comb just like I did on the back part. I really want to see this haircut shape happening as I am doing it so I will do the blow dry after I finish each section. So we are going through the top I find the point where the head starts to curve forward because what we are going to do is we are going to cut that entire section I am leaving out nice and short a short bang kind of choppy fringe and then the top we are going to cut short to long so shortest point in the back longest point towards the bang area because I want those long layered pieces to fall over the shorter bang and that is what is going to give it that kind of modern feel that you are seeing now. Alright so we are going to go through and we are going to blow dry the bangs to prep them for the cut. So we are going to go through using a comb so we get as much tension as possible and now you can see the motion I am going to make with the scissor I am going to use that steady blade along the skin working at about a 45 degree angle to create as much choppiness to the bangs as possible and this is really all just by looking at it with your eye. It is however you want this to look but you want to go nice and short with the bangs because then that top layer that we cut earlier will fall over it and that is what really completes the look. So one thing I am going to do here is I separate the temple area just so that I don't go too far. This is more of a safety thing for me just to make sure that as I am cutting into the fringe I am only working on the specific area that I want to cut. So continuing through chopping them up as much as I want to. This is again all personal preference so just decide how much you want to cut and the great thing is I am sure we all have a mannequin that has a lot of bangs on it so we can go through and you guys can practice it because these bangs are really short so it is a pretty easy technique to find something to work on. Alright so now we are going to start off our color technique. The big difference between when I do hair cutting and when I do hair color is the color sectioning is going to be a little bit looser, a little more free. So as I go through I am taking a large horseshoe section around underneath the parietal ridge, underneath the low crown and just working the depth. So the color I chose for the bottom is a level 5 ash demi color. My goal with that was to add depth to the haircut. So now I am going to go through, I am going to section out the bang area and just start painting that level 5 again all the way through it. I wanted to keep that depth in the fringe because what I wanted you to see is in the end result I want you to see that separation from the longer layers on top and the darker kind of choppier fringe on the bottom. So just adding that depth to the underneath. So now we are going through, you can call this balayage and call it whatever you want. I am painting brightness to the ends. I am using sunlights in 40 volume so it is a balayage lightener. And just going through, brightening up the ends, leaving a little bit of depth in the middle and then once that processes I am going to go through and overlay it with a different color. So I am not really so worried about the application of this because I just want it to brighten it up. Obviously I don't want any bleed marks or hotspots or anything like that so you want to keep that saturation on there. But really the goal of this is to overlay it with another tone afterward. Now I let that process for 35 minutes. Alright now so we are going to blow it dry. You can see the depth underneath from that smoky level 5 and then the pre-lightened top. The pre-lightened top is pretty much a red-orange. So what I am going to do is go through with the Joico Peacock green color and that is going to almost neutralize it a little bit. You will still have some of the green tone left over but I really was going for more of a grungy feel because we have that really choppy PC short bang. So we let that sit for 20 minutes. Now we are going to blow it dry for the final time and hair like this is definitely a little extra effort. So a lot of people try to do things in one process but it's much better to go through and do everything the right way. So you can see that kind of smokiness but also the green tone to it. I personally like it. You could have went with something like a pink or whatever you wanted throughout the color. You could have left the lightener on a little bit longer. You could have worked on a human and maybe gotten a little bit more lift. But I really kind of dig that smokiness to it. So now I've got it ironed out. I used my Vibra straight iron. Now I'm going to go through with a shorter scissor. I'm using my 5.7 inch DB 20 scissor to work the edges of the haircut. So going through like I say in pretty much every video, the edges of the haircut are not perfect lines when you cut them wet. You cut them wet to get the structure in there and the weight control.  So I'm just going through using that tip of the scissor. I'll go back and forth probably 20 times. I won't show you every single one of those times. And just go through and perfect that line until it's exactly the way I want it. Now same thing with the fringe. I've got it blown dry again. So now I'm going to go through with my scissor and chop it up, creating almost like a teeth look into it, going very deep. And then you can see that top layer falling over it. It's got such a cool look. So now I'm going to go through, do some point cutting on the top layer, especially on that heavier point because we cut short to long. So the crown is the shortest point, which you can see there. And then it gets longer towards the front. So just elevating it nice and high, point cutting the very tip of that section just to lighten it up. Now we're going to go through with a little tease cutting, half open, half closed. You can find more videos on that technique. Just hit the search bar on our YouTube channel and you can find it. What I'm doing is grabbing the entire section, cutting that in half, so that I'm not cutting the layers around her face shorter, just the layers on top. Then I go through one final little flat wrap with the blow-dry. It just gets all those loose hairs out. And I grab the Burkato Carve, which we all know is my favorite product for adding peaceiness and texture. And I go through and add that to the ends of the haircut. Pinching around the fringe just to add a little more separation. And then letting that top layer fall over, it's just such a cool look. I hope you guys can use it. Let me know in the comments below what you think. Thanks, guys.


Welcome back folks down. Dow Industries right now trading up 18, the Nasdaq's up 17, S&P's up 6.5. I guess today folks is Nicole Roberts. Nicole is the Community Outreach Coordinator for the St. Pete Downtown Partnership. That partnership folks is a private nonprofit organization dedicated to the thoughtful growth in urban development of downtown and Nicole is mostly focused right now on Coffrey St. Pete Initiative, a movement that encouraged locals to use all the amazing alternative transportation options available in downtown St. Petersburg, Florida. Nicole, welcome back to TFNN. Hi, thank you Tom for having me back. Good to see you. How you been? I'm doing good. How are you doing? Good. Thank you. Good. Well, listen, it's a good day for it.  Yeah, Halloween. Oh, I know we're going to talk about folks. This is going to be awesome. Tell us what you put together for Halloween. Oh, this is really cool. Listen to this folks. So tell us about it. Yes. Yes, it's October. It's scary season. So we're excited to start promoting our event Halloween on Central on October 31st from 12 to 5 p.m. will be shutting down Central Avenue to cars from MLK Street or 9th Street to 31st Street. How about that, huh? Yeah, two miles of Central Avenue, completely car free. You can bring your bikes, skateboards, roller skates and come enjoy the street car free and see all the community come together. Now, what's so cool about that, you know, not only for all the residents and for the visitors, the business people, which is really cool. That's going to give them a shot to really feel what it's like with people coming down and hopefully giving them a good shot in the arm and having them get some good gross income. Yes, exactly. And we really are encouraging all the businesses that are already on Central Avenue to come out, plan some activities in the street, bring some of their merchandise out onto the sidewalk, really showing them all they can do with that space too. And it's car free, but especially ending this year after the pandemic. We're super excited just to celebrate our local businesses that are already on Central Avenue. Nice. Now, when we say, you know, when you say the downtown partnership, what do you consider downtown? Well, downtown is really ever growing. I think, you know, our strict definition is kind of the, you know, 375 to 175, the water and that 16th Street. Okay. But, you know, obviously the edge district is growing. Grand Central District is growing. And we recognize that the growth of all of these districts is super important to just our growth as an urban center in general. So we're super excited to work with our friends over at the edge district of Grand Central District on this event, really strengthening that partnership for future endeavors. Right, I see, because they're all different nonprofits as they go along. That's pretty cool. I get it. So, hey, talk to me about the it has here that you guys were responsible for purchasing the land for the USF St. Pete campus and also you acted as the developer for the geologic survey in St. Pete lab. Tell us about that. Yes, yes. It was way before my time, but back in the 60s, the partnership was really just the collection of business owners. And they recognize that it'd be super important to have an educational institution in downtown St. Pete to provide a really good source for the workforce. Okay. Together bought up all the land around the water, went to the state of Florida and said, hey, we'll give you this land if you're willing to put an educational institution on it. And that's how the USF St. Pete's for campus was originally born back in the 60s. Oh, that's so cool to know. Okay. As an alumni of that campus, that was one of the main things for encouraging me to work here. It was really giving back to that thing that brought me to St. Pete to begin with.  You know, it's wild in the cold. So we're at 300 4th Avenue South, right? So what happens is that there's like four commercial spaces. We have two of them here. And what's so cool folks is that there's a lot of kids that go to USF that have apartments here. So they're so excited now because last year, you know, they it was virtual. Do you know what I mean? And this year they're back here and you can see the excitement. I was talking to them and they're also excited, particularly the seniors, right? Do you know what I mean?  Well, you guys have done an amazing job. And, you know, this this locking down central lab is going to be phenomenal because we have the bones of the city folks is amazing. They're just amazing. And, you know, as Nicole was just explaining, you know, we're going to have what that 16 that's that's what he was ninth. Well, we get 20.  They can walk. Yeah. Yeah. Yes. It'll be an amazing event. So yeah, we really encourage everyone to come out just experience the heart of St. Pete from a unique experience you might have never experienced it from before. And I hope to see you out there, Tom. Will you join us? I'm definitely going to be out there. So it's a 31st, right? 31st. Okay. 12 to 5 p.m. Be sure to wear costumes. We'll have a lot of different costume contests. I'm going to be the tiger. Oh, perfect. Tom the tiger. I love it. Well, listen, this is always a pleasure. Thank you so much doing a great job. And, of course, we're going to be out there growling a problem with you guys. Oh, perfect. Yeah. Excited to see you and it's great to be on again. Thank you so much. Thank you so much. Have a great one. Have a safe one.


Most of us should count ourselves lucky that we've never had to grapple with homelessness Inflicting far more damage than just displacing you this epidemic can strip away your basic human rights In the worst cases people treat you like an animal viral stories present Homeless man sues fast food chain that got him imprisoned But before we start please make sure to subscribe to viral stories and hit the bell so you never miss an upload from us Also, leave a like and a comment and share the story with your friends right now That's what Emery Ellis discovered in 2015 Just looking to get through another difficult day his simple meal order turned into a misunderstanding that threatened to wrench away his future for good With a serious accusation hanging over him Emery had to clear his name Emery Ellis had it tough The 37 year old lived in Boston though. He didn't have any roof over his head Emery crashed on a couch when he could but more often than not he had to sleep on the streets while trying to scrape by One of the 6,000 homeless individuals in Boston Emery had to contend with hunger and the harsh New England winters However, he was pretty resourceful While Emery didn't have much he kept a stash of money on hand to provide for his basic needs That's what brought him to a Burger King in 2015 Though he only had a few dollars to his name he could afford the fast-food joint On top of that he hoped the fast service would allow him to get in and out of the restaurant without making a scene After all the availability of food is a huge contradiction for the homeless community They need a hot meal more than anyone and yet many establishments refused to serve them due to their disheveled appearances flicker slash Doug Bodden But Emery told himself there wouldn't be a problem He ordered breakfast at the front register and slapped a $10 bill on the counter more than enough to cover his simple order However, a frown spread across the cashier's face The employee took a closer look at the ordinary bill and leveled a huge accusation at Emery He claimed that this was a counterfeit and that Emery forged it to steal from Burger King Fed up with this nonsense Emery demanded his money back and prepared to leave Even that part didn't go as planned The Burger King cashier set aside the fake in his register and pulled out his phone Unable to process exactly how all this was happening Emery could only watch in shock as the employee dialed 9-1-1 Police arrived at the restaurant within minutes, but Emery actually felt relieved This crazy fast-food worker overreacted and hurled a ridiculous accusation at him Surely the authorities could calm the guy down and confirm that Emery was no counterfeiter Unfortunately, the police weren't interested in justice that day They cuffed Emery and placed him under arrest without even asking for his side of the story He suddenly found himself getting booked downtown and carrying a felony charge Most people would be able to make bail in this situation, but of course Emery had nowhere near enough money They locked him behind bars while he waited for his trial to explain himself whenever that would be Before he could clear his name, however, Emery had to worry about survival America's prisons are fraught with danger for non-violent inmates, guilty and innocent They have to keep an eye out for constant violence and they risk getting sucked into the criminal lifestyle Emery had the good sense to stay out of trouble while in the pen, but that didn't make the wait any easier Three months passed while he waited for a decision that could possibly lock him up for the rest of his life At last, the court made the obvious choice to drop the ridiculous case The bill was real But that didn't fix all Emery's problems The felony charge still counted as a probation violation for him. So his future was very much in peril But he chose to fight back He touched base with Justin Drexler, a local criminal defense lawyer Justin eagerly took up Emery's case, which he interpreted as a clear instance of discrimination Would the Burger King staff react the same way if a white man had ordered in Emery's place? As Justin explained, Emery wasn't alone either A number of high-profile discrimination suits recently made headlines In Philadelphia, police arrested two black men in a Starbucks while they were waiting to meet a friend for two minutes Similarly, five women golfers had the police called on them when the golf course staff deemed they were playing too slowly Emery and Justin agreed that he should take his story public to help force these rampant prejudices into the spotlight After all, authorities hadn't examined the genuine $10 bill until long after Emery's arrest When you tack that on to Burger King's irresponsible customer service He never even got his money back Emery saw nothing but mistreatment the entire way With more than enough justification Emery Ellis filed a lawsuit against the fast-food giant and that franchise owner for just under $1 million The Suffolk Superior Court is handling the decision, though cases of this importance could get appealed all the way to the top All things considered, Emery was fortunate to get out of the prison system relatively unscathed Countless other homeless individuals get trapped for good in a prison cell Many haven't even done anything wrong This case stands for much more than just getting $10 back It represents a milestone in recognizing the humanity of all people and rectifying a major flaw in the justice system Just because a man doesn't have a home of his own doesn't mean he doesn't have a voice or a place to stand his ground


Happy Thursday Navigation Traders. Today is March 5th. Welcome to today's update. S&Ps down a cool 95 at the time of this recording. We've got a couple minutes left until the cash markets close. That's actually up off of its lows. S&Ps were down over 100 at one point. Dow currently down 860. NASDAQ down 220. Russell down 40. The other thing, bonds making another big move higher. You can see almost to the recent highs there as well. Natty gas down big. Gold up big, almost a couple percent. Trying to reach those recent highs. And big moves today.  We talked about yesterday. I did not believe that this rally was going to continue. Now, there's nothing that says this thing can't rip around tomorrow. I mean, we were seeing huge swings in both directions as we've talked about, but I really think we're heading to some new lows here based on that recent low of 2853. I think we're going to be breaking through that. Don't know when, but I think we do. So make sure you got your shorts on. We did an updated class today on our portfolio bunker strategy. So you'll be hearing more about that. You can also go to navigationtrading.com and check out that. The recording is up and available for our pro members. So got to protect yourself. If you are still playing by the dip, like you did all of 2019, where you'd get these little dips and you think it's going to come up, that game's over. That game's over for now anyway.  These are big boy moves. So what do we do? Well, we did, as we've been talking about, we've been adding, on this bounce, we've been adding short delta each day as this thing kind of trend higher and now we're getting that rollover. So we have positioned ourselves very well. There are a couple stocks. When I mentioned we traded win casinos, obviously casinos getting hit pretty hard from the coronavirus. Win down almost 10% today. So big move and win in our favor. A win in win, I should say. As some of the other big movers today, Uber, which Uber and Lyft have been kind of holding their head up the last few days, but Uber and Lyft getting slapped today. The war industry is not a big one that we trade. Restoration hardware down 8%. Let's see. What else is down big? Macy's down big. The retail sector getting hit as much as anybody. GE down 8%. And I think those are, here's another 8% are Boeing. Boeing getting smacked. Obviously, the airline industry getting hit really hard. So let's take a look at the overall advanced decline. I haven't even looked at this today. If we go to the S&P 100 and we go to, not the heat map, we want the index watch. And let's select the S&P 100 just to look at the largest 100 stocks. I mean, we've got three advances. 98 of the 101 are declining today. The couple of advances, GILD, which are obviously a biotech involved in the coronavirus. So that makes sense. KHC, Kraft Heinz, interestingly up a little bit. People are using their catch up today. And then Walgreens up a little bit. So a lot of people probably buying a hand sanitizer. Anyway, all big red day. I mean, nothing, no way around it. So that's all I got for you. If you want to check out that bunker class, go to navigationtrading.com and look forward to talking to you tomorrow. See ya.


My favorite memory is obviously the Christmas commercial that we did. My favorite one is Love Actually, and I think because we had so much to do with that one. Last year during our holiday campaign, we built a script for a spot that was kind of a riff off the Christmas story if you remember it. But while they're there on set, they with Brian started riffing on what if we did something kind of like the Love Actually movie. And then Brian Plugman asked the PA to go get cards and within an hour they were making the cards and then when we wrapped the other commercial that we were actually making, in one take we shot the spec ad version of it.  I would argue that the spot before the spot was as good as what ended up airing when we shot it a month later. The only difference was messaging and we put snow down. A lot of the stuff that we end up doing in our spots is ad-libbed. We'll have a script, but then some of the concepts that we've had and some of the ads that we've done have been totally off script.


Alright, next dignitary has actually flown all the way from London to speak about the digital marketing, trifecta, data, intuition and effectiveness. She has been involved in all aspects of digital marketing throughout her career, from strategy to media to technical development and everything in between. Ladies and gentlemen, please put your hands together for the delightful Global Chief Digital Officer of MediaCon, Ms. Diadra, Maglation on stage, please. Thank you. A humble request to all our speakers, to stick to your time limit. You will get a lovely buzzer, which will remind you. Thank you. Alright, I promise. Thank you so much. It's wonderful to be here. As we said, we're here to talk about the digital marketing trifecta, which is data, intuition and effectiveness. And the reason we want to talk about that is because right now we are in the age of data. And as I brought it up, we have so much data, we tend to be quite obsessed with it. Think about what you see in the news, what you see in trade. We talk about how much there is. We talk about how big it is. We even talk about where it's stored, okay? The fact that Microsoft sank a data center into the middle of the ocean actually made news. So we are absolutely obsessed with data as a marketing community. But does that mean we've forgotten intuition? Because data is only half the story. If you think about it, data is only one half of our brain. It's the part that sits on the left. There's the whole other half of intuition. So I'll give away my own punchline. Very similar to people. What I'm going to be talking about is how do we bring these together? Why is it most powerful when we do? So let's first look at why we are so obsessed with data. Why we think it's king. Let's look at the definition of it. In computing, data information that's been translated into a form that is efficient for movement and processing. That means we take the data and make it into something that all parts of the system can recognize and all parts of the system, when they're looking at it, see the same thing. That's really powerful because you've normalized it. Every part of the system, everybody in the system is seeing the same thing. Now let's take a look at how it's visualized. This is actually a Google search. I did a Google image search on what does data look like? And this comes up. Ones and zeros, charts and graphs, lots of connectivity, nodes, modules. It looks very structured. It looks like the hard facts. It looks undeniable, irrefutable. It seems very solid. I think that's part of the reason we've fallen into this dream of data and this is why we consider it so important. Because if you look on the other side, let's look at the definition of intuition. It's a thing that one knows or considers likely from an instinctive feeling rather than conscious reasoning. Oh goodness, even in the definition, we've called intuition a feeling. We've actually opposed it to reasoning. Feels very soft, doesn't it? Images don't help. This is the Google image search on intuition. Look at it. Lots of pictures. You see dreaming, channeling, birds like trust your gut. In our mind's eye and oh goodness, we've even brought the zodiac into it. No wonder it feels to us very soft and fuzzy, less empirical, less hard, much less based on facts. But actually, let's look at what they have in common. They have a lot in common. These are the data inputs. If you think about what we're looking for as marketeers, we look at searches. We look at impressions, visits, clicks, page views, dwell time, duration, how many, how much, what's the quality of it. These are what we look at as data inputs and all parts of our system see the same thing. For the most part, a click is a click. A page view is a page view because a pixel is fired. An impression is an impression. But let's look at intuition and the inputs of intuition.  What you believe the reputation of the thing in front of you, be it a person or a product, is. All of these are inputs too. These are all inputs that we take and we process in milliseconds. That's what creates that instinctive feeling. It's not a feeling at all. It's our own interpretation of data. It just happens very, very quickly, but very importantly, it happens individually. The way I interpret these things, because my experience is slightly different than anybody else's here, than my colleagues and anybody else in the world, just like each of yours is individual, it's going to be slightly different. I think now, in this particular time and age, we not only see a lot of the issues that Anareg brought up earlier in terms of the dangers of digital marketing, but we also see at the same time a real push towards diversity. And I think that's why diversity is so important. Because this half of it, if you think about what is intuition in our world, what do those things bring about? It's what creative comes from. It's creativity in our industry. And that's why diversity of thinking leads to better work, because everybody's view of their data is slightly different, as will be your customers, as will be the consumers of your products. So ultimately, it's all information, and we have to bring it together. Because when we do, that's when we get to the true power of marketing in today's age. I agree with you, Paul. This is the most exciting time for us to be in this industry. As marketeers, we have more power, more technology. I wish I had a robot to show. Sorry, no robots. But we have robots. Come on. The jet packs haven't arrived, but the robots have. But it's so exciting. So we need to bring together data and creativity in order to make the right decisions to create the right things for our consumers, the right type of marketing. In a way, if you think about it, the pitfall of these days is with so much data and technology, that's the what we can do. With our intuition or creativity and understanding of people, behavior, society, that tells us whether or not it's the right thing to do. Those two things have to come together. That's why at MediaCom, we talk a lot about systems, not silos. For us, marketing should be a system. It's a system that includes the consumer. There shouldn't be any dead ends. And we can't think in silos. And silos include creative or data. So that's why it's so exciting. And that's why I wanted to give away the punch line because believe it or not, I'm going to say data and intuition or creativity brought together is the true power and digital marketing is the best because it's where we can really, really take advantage of it. In other mediums, we can take advantage of data and create beautiful things. But in digital, we have that extra element of interactivity. So, I'm going to take the next 30 or so minutes to talk about how we can use data and creativity to first create stories, secondly, to deliver stories. They're kind of intermixed, but as I said in the old days, we would have assumed that creatives create stories, data deliver stories. But actually, I think the best stories are created when you bring data into it. So this first case is a case from the UK and it's Tesco. Tesco is a grocery store in the UK. And what I'm going to do is I'm going to play the case studies and then I'm going to talk a little bit about each and what I think the good takeaways are when we think about it from a data and intuition standpoint. This is the story of a British retailing giant winning back its customers with a campaign that generated £679 million in revenue in only eight months. Tesco is the UK's leading supermarket with 3,500 stores nationwide. But they were facing a number of challenges in tough economic circumstances. So they put shoppers back at the heart of their communications. By not focusing on price, instead focusing on love. And food love stories was born. Celebrating the fact that people love to cook food for the people they love with a complex storytelling strategy reaching 99% of the UK with five key media ingredients. We reflected stories that celebrated food and the important role it plays in the lives of our customers in the leading brand building channels. With data, we personalised our stories to add meaning. To reinforce our quality perceptions in key regions, we localised by upwaiting outdoor and radio. In store, we used recipe cards and the Tesco magazine in new and innovative ways. The very best stories were singled out and rerun to improve the overall campaign profitability. You know how this story ends. £679 million of new revenue, a 49% increase in media driven sales, while Tesco's quality score has improved by one-fifth, three-quarters of which is attributable to food love stories alone. Brought to you by Tesco. And I love that example because it really shows how the whole system works. The system works with all of the different types of advertising as well as in the store. It was even on some of the packages. And if you think about it, telling stories about food and how much we love food, that doesn't seem like rocket science, right? That's kind of the intuition part of it. But using data to be able to personalise it, because my approach to food and my experience of food is going to be very different than say these here, anorags here, they're different because we're different and what we want is different. So being able to use the data to be able to tell a much more personal story, deliver a much more personal story to each person, I think is really powerful because I think there's nothing more personal than your relationship with food and what food brings to your life, what food brings to your family, what food brings to your friends. So I think that's an area where you can see, it would have been a great campaign without data. I mean, that's a great idea, right? Recipe cards, fantastic. You go in the store understanding that it's the quality of the food, the quality of what you're bringing your family. That's fantastic. But what data added to it was that personalisation element so that it was a more relevant story to everybody who saw it. So this next case I'm going to show is another one where that one is about how data improved the story in digital marketing. This one is very much about how data is the story. And this one's kind of fun. This one is from Australia and it's working with Snickers. Snickers launched an advertising campaign in Australia, a partnership with 7-Eleven that changes the price of the candy bar based on the mood of the internet. And when anger goes up, Snickers prices go down. Australia, get angry. Let's get those things down at three cents. It demonstrates the diversity and thought that I was talking about. This was done with us working very closely with the creative agency. Now, that's really important because the original question before this came about was a very simple question. Can we use mood to trigger the advertising? So when it started, it was very much in the delivery area, as opposed to the creation area. It's much more about understanding whether or not that could be used as a data signal to send out media when the whole nation is angry or angry. But then through the conversations, through working together, we were, you know, we said, yes, but we can do more with that information. And so working together, we developed the hunger rhythm. So had it been a blanket campaign that was creative, that was being delivered when the nation was angry, it would have been a good campaign. I think it would have been very solid. But being able to do a partnership with 7-Eleven to lower the price, the more angry the country got, made it an exceptional campaign, made it something truly special and something could only be delivered in the digital age. So that's why I love that particular example. It shows a different aspect of what we can do when we have that diversity, when we force it to happen. This next one comes from Russia. This is for TheraFlu. And this one to one of the questions earlier about artificial intelligence does bring in a bit of AI into it. Last year, we predicted where and when the fluid strike in the world's biggest and coldest country with 95 percent accuracy, creating record sales for TheraFlu. Introducing the world's first predictive flu map powered by artificial intelligence. Mother Russia is big, very big, and it can be excruciatingly cold. So flu season can last nine whole months. TheraFlu is our number one flu treatment and has helped millions. But new rivals were claiming to last longer. So while every other brand was reacting to the flu, we accurately predicted when and where it would strike by blending weather forecasts, category sales, social mentions and search requests. Artificial intelligence and machine learning boosted the accuracy of our map to 95 percent. And we made sure people saw the forecasts when the flu was about to hit their town or city, whether they were in St. Petersburg, Rostov-on-Don or Vladivostok. Customized ads launched just as the flu index started to rise. So they knew when to buy TheraFlu. Bespoke forecasts were displayed on Russia's biggest digital portals. Special widgets appeared on the country's most popular weather services. On TV, we partnered with Russia's number one TV channel with news hosts flagging up our flu index. Digital out of home in Moscow displayed our flu index in real time. And mobile Wi-Fi home screens at airports and stations made we caught people on the move. The result? Sales skyrocketed 12 percent year on year. TheraFlu grew five times faster than the category to earn its highest ever market share, 34 percent. Our map also allowed TheraFlu to better manage its stock distribution across Russia, improving profitability of our whole business. So in this particular case, as you can see, the data was used with a bit of technology to be predictive. Now, being able to predict flu season in a country where flu season is about nine months out of the year is actually, believe it or not, very useful. But also, I think if you think about that creativity and that marketing spin, the fact that we applied machine learning to it made it a bit sexier rather than just tracking the flu calendar. And so it made it more interesting for the consumer. And also it gave it legs when it came to PR, being able to be used in weather reports. But what I really love about this is also as a marketing initiative, we were also able to help the business by being predictive as to where the products should actually be. I think that's real magic when something that is useful to the business can also be used in the promotion of the business. I think we were seeing a lot of that previously as well with Peppa the Robot. Because, as you said, it wasn't about eliminating the humans. It was about making it easy, reliable, fast. But also, let's be honest, there's a robot. You're ordering from a robot. How cool is that? And so I think that's also we need to think about those things as well. What little things can we use that might be practical to us and practical to our businesses that actually also have a really good story to tell? We shouldn't chase technology for technology's sake. But it doesn't mean that technology can't also add a little X factor to the things that we're doing. So this next example here is going to, oopsie. Let's see. Let's go back to it. One more. There we go. This next one is about Bose. It was launched the line, their new line of fashion headsets. This is a couple of years old. Now, when you think about Bose, what do you think about? Normally, middle-aged business travelers, right? Don't we all own their noise-canceling headsets for the flights? That's normally what you think about. You certainly don't think about fashion headsets. You don't think about teenagers. So this is a really, really big challenge for them. So this was about understanding, once again, this is one where data becomes a story. But I think also for this one, there's another part of it as well, which is really understanding what drives people and also what the power of brands are. Remember what I was talking about? Reputation earlier and how reputation is an input into your intuition. This one really looks at reputation of brands around it. So I'll play it and then we'll talk a bit more about it. So headphones are suddenly all about fashion and color. But Bose has always been about superior sound quality. Their mantra is better sound through research. Part owned by MIT, Bose were more clever rather than cool. With Bose launching its first fashion headphones, how could we use a passion for research to connect with Bose's new millennial audience by creating relevant content through data? We teamed up with Spotify to tap into real audience listening data from around the world and uncovered burgeoning music scenes in the places you would least expect them to dance on in Japan. It's sexy, it's cool, but it's not just that. It's for independent, it's powerful and it's our expression. India, in Mexico. I think that people don't have idea that there is a good Indian scene in Mexico City. Electra, in India. We had no radio. We didn't have record stores. We used to have a few cassette stores where if you pay them enough money, they'll record 60 minutes worth of really cool music. Ambient and Antarctica. OK, we made that one up, probably. Fueled by listening data, we teamed up with Facebook and Vice, Science and Art, to create a breadth of compelling content to power the newsfeed of our audience. From documentary films of the uncovered music scenes to infographics of global listening data, from animated gifts to supporting playlists, content that cut through the newsfeed of our global audience, with each interaction directing viewers to a dedicated content hub. Videos have been watched 25 million times and counted, making them the most watched videos for Vice. Market share dramatically grew across all key markets. Bones, better sound through research, better content through data. I love that example because it shows the power of brands. So as you heard, Bose's strap is better sound through research. So, of course, mining data made a lot of sense to be part of the story. And I think that because of that, this belongs, this idea belongs to Bose, not with any other manufacturer. You can't really see that being a beat set, can you? Can't really see that being another company's ad. It's really rude in the Bose belief system. Added to that, we'll Spotify, of course. Who else would you mind? They've got global data and Spotify was fantastic. They were able to give us access to the artists, the playlists that they created, some of the sound, you know, some of the sound tags, they were fantastic, but they couldn't provide us AV. They offered to very kindly, but there wouldn't have been the authenticity there. Nobody goes to Spotify to look for the latest breaking videos. They go to hear things. And so thank them, but realized it wasn't part of their brand. But at the same time, Bose couldn't create that AV either, because it really isn't part of their brand. It's sort of be like dad dancing. You know what I mean? You take a really cool thing and kind of uncool it. So who is the best at breaking the underground above ground? Well, that's clearly vice. And so that's why we approached vice. And I think that's why vice was also so happy to do it and to provide the AV. But of course, that meant that they also needed to be willing to give us the AV to be played off their site as well as on their site. For the spread, of course, they were a good benefit for them as well. And Facebook, of course, was the most natural distribution partner at the time. So that to me makes it really powerful, because I think that you've taken the qualities of each of those brands, the reputation of each of those brands and brought it together to make something cumulatively that's more powerful than each of those individual brands. So when we think about using data to create stories and using how do we blend the two together? I think the things that we should all be thinking about in order to make truly powerful campaigns that are really effective. I hope you notice the effectiveness scores at the end of each that wasn't just cool stuff to be doing cool stuff, actually drove sales and actually drove business results. So I think the things we really need to be thinking about are how do we bring them together? How do we use technology, not for technology's sake, but to actually be a benefit to the consumer or to the business? How do we take the that instinctual feeling that we have about other brands and marry those together to make something more powerful? Because when you do that, you do less telling because people have more feeling. And finally, how do we really think about not just the first question we might ask about how they would work together, but how do we really explore how they could come together to make something more powerful, more than just delivering? Now, there's nothing wrong with delivery. I love delivery. Delivery is actually what we do. So for the second part, we're going to take a look at how data is used to deliver stories and maybe a slightly more unusual way. But again, in my mind, that can only be done that we have digital marketing. And now that we have these tools and capabilities in our hands. This first story is from Israel, and I'm going to warn everybody. I put it first and not last because it makes me cry every time. So tissue alert, everybody. It is a beautiful story. There is a sadness to it, but it is beautiful and it is very uplifting in the end. So I'm going to play it first. And then we're going to talk about why, to me, it kind of redefines our idea of second screening. Let's try it again. Take one. Half of us will get cancer in our lifetime and almost everyone who undergoes treatment loses their hair. Trust me, it could be devastating. You don't feel like a person anymore. You feel like a walking billboard for the disease. Last year, Pantane asked me to become part of beautiful links, the global charity that creates weeks for cancer sufferers and become a real billboard. Donations has dropped in Israel and we required hair donation to create weeks that were so desperately needed. We wanted to give hair loss sufferers the chance to feel normal again. But donating hair requires incredible generosity. We need untreated hair at least eight inches long.  We then followed people around the country, teaming up with ways to take over mobile screens with a video message from me. When people passed our billboards of many of our 500 participating hair salons creating a talking billboard. Within the salons, we reached almost 100,000 women every day. Israel's most popular TV channel gave us 51 free TV spots to show their support. Israel's most influential stars amplified our message across social media. In just two weeks, we reached 80% of Israel. One million waste users saw me within three days. 13% more people bought the special edition Pantane to support the campaign and hair donations shut up 30% year on year. Most importantly, we've changed lives. At the start of the campaign, I was suffering from bone cancer and dealing with losing my hair. Now I'm in remission and have been given the chance to live a normal life of a teenager. It's absolutely beautiful. But I love the use of ways as that second screen. We always think about, when we think about TV and mobile TV and tablet, how can the two work together? Well, I think this one's beautiful because they, you know where the billboards are, so they're able to trigger that. What I loved about it was they triggered a story. They triggered a living billboard, not just a banner ad, not just a video that was played, but something that was native to the device that got the attention that added to the story that you saw on the billboard. And I think that's a really lovely use of mobile marketing and location. Like we still are figuring out what advertising looks like in these tiny little devices. And I think that's a great example of that because it's really powerful, it is location-based, but also it's part of a much larger campaign that fits in other places. This one's very near and dear to me because both of my nieces had heard about this program of growing their hair and both of them had the same goal that on their ninth birthday they would donate their hair and so they spent their ages basically between five and nine growing out their hair. Very proud of them, they're both adorable. Both wonderful teenagers now. So I really love that story because it gets that story to many people, particularly young people. This next story here is about sometimes we need a little bit more data in order to be able to do something cool. And it might not be natural behavior just yet, that we're just, people don't quite know how to do it, but we have the opportunity to teach people how to do it. This is a case here, as you guys will recognize, Big Bazaar from our team here, about how they used other mediums to try to teach a bit of behavior that would benefit the consumers. This is the story of Big Bazaar, a traditional Indian retailer who took on the giants of online shopping without any e-commerce presence. We generated $620,000 revenue every month from just a $46,000 investment just by asking shoppers to add two simple words to their Google searches. In India, traditional retailers are struggling, being put out of business by e-commerce giants like Amazon and Flipkart, who always come out on top of consumer searches. Big Bazaar is bucking that trend by turning search into a weapon that drives traffic into its stores. We encouraged Indian shoppers to not just Google search, but to smart search. All consumers had to do was type Big Bazaar before what they wanted to buy, and they'd be rewarded with a coupon for this specific product, redeemable in the nearest Big Bazaar store. Appearing at the very top of search rankings and always cheaper than our online rivals, smart search was smart for consumers because products were cheaper and for Big Bazaar, allowing us to own key generic search terms at very low prices. Smart search ran only at the start of each month and most big purchases were made. We promoted it across the digital landscape. Educating India about the new way to find the best offers, our campaign was backed by a complex matrix of over 10,000 individual deals, each trackable via a unique URL and M coupon and retargeted with a click-to-call offer. $620,000 revenue every month from just a $46,000 investment. Goupa redemption rates of 32% and a 50% rise in searches for Big Bazaar on Google Maps. Now that's effective. Now in this one, as I said, we had to teach a new behavior, a new behavior of typing Big Bazaar. Now the one thing you probably all know that it's impossible to teach a behavior that doesn't have a need. And so this is a behavior that followed to service a need. We all have the need to get a good deal. We all also know that when the deal is a limited time offer, it makes it more interesting. It makes it more attractive. Makes you more likely to use it. So there was a good reward at the end for the consumer to change that behavior. I think this is a really good example of that trade-off that we have with consumers when we do marketing. We're asking for something from them. We're asking for their time. We're asking for a click. We're asking them to look at us. And if we ask them to do that, we need to make it worth their while. I mean, that's sort of the implicit understanding, the trade-off for marketing. And I think if we think more about that, what are we giving, what are we asking? If we're asking for just a look, make sure it's interesting. Click should lead to something good. But if you're trying to change behavior, if you're trying to get people to do something new, then it's got to be a pretty big payoff to do it. And I think if we keep that principle in mind, digital marketing, it won't be the doomsday that Adat Ragh talked about earlier. We are in a tough time right now, but I also think we are in a time where consumers do recognize and have a better understanding of what we're doing. And if we are very clear as to what and why and they get a benefit from it, I think it's gonna revitalize digital marketing because it's not hidden anymore. So I think it's a very exciting time now. As long as that trade-off is good enough, and we always have to think about that trade-off. The communication itself is almost, if you think about it as a product, what is it worth? How much time, how much money? This next case also comes back to, you might have the data, but should you use it? I loved the examples we showed earlier of all of those ads where there was a little too much data and too many complications. And so this case I will show you, I think just a little piece of data and how lovely it can be, as long as it fits with the brand. Coca-Cola presents the world's first fully personalized TV campaign. Everyone loved Share a Coke. Everyone wants to see their name in a bottle. In year two, we gave the 11 million viewers of the 4OD catch-up TV platform their wish. We used a tiny piece of data, people's 4OD sign-in name, to create a personalized TV ad for each viewer. In total, we created four million TV ads that called each individual viewer by name on the Share a Coke bottom. Four million ads that engaged and excited the viewers. We used a tiny piece of data to bring happiness to people's TV viewing, and people loved it. So much so that the social reach of Share a Coke peaked at 11 million. They didn't just tweet though. Campaign awareness was up 17%. Ad recall was 71%. Purchase intent increased 24%. Turns out addressing people by name, treating people as humans, works. That's how you use small data to spread big happiness. I think this also once again shows the power of the brand to keep you out of creepy valley. Using people's names in the ads could have gone catastrophically wrong. For like, how did you get my name? What information do you have on me? What does that mean? I don't know if you noticed, but every ad had a little button on it that said why is my name in lights? And that's when it explained to consumers that the name was just being used in the ad and it was all staying within that ecosystem. There was no data being captured. Once again, as I said, it could have been very, very creepy. I think this is the only brand that could have done that. Why? Because it's part of a larger system. It's part of a larger campaign. Coke has been doing this for a number of years now. It started out of Australia and now it is a global initiative for them, share a Coke. And two times a year, as you probably know, they put out cans and bottles with I think it's the 50 most common names in per country. And twice a year, people get excited about it. They go to the store. They're hoping their name made the cut this time. It's something that people anticipate. So to see their name in a video ad, they get excited. They're like, yes, finally Coke sees me. That's my name. That's me. Super exciting for them. I think one of the testaments that this is very suited to the brand didn't go into creepy valley is also the number of complaints that they received because any of you who've been to the UK, I have a friend who used to work in a call center for the BBC. There's one thing you keep the Brits like to do if they don't like something on the ad or if it's too, if it's before the watershed and it's got dirty language in it or anything, they'll call in and complain immediately. I think they have it on speed dial every single one of them. This one, fewer than three in the first week. And I think it's because it fit with the brand. People wanted it and also it was very clearly explained. So this is one I always show with a little bit of trepidation because I always want to make it very clear. You can't just start using calling people by name unless you have the reputation and authority to do that. And as the payoff once again has to be appropriate to that. Now the final one is also a mobile one. This one is from Norway. It talks about showrooming which I think many of our brands do suffer from. People go online, do a lot of research, get excited about it, go into the store and then think, oh, I can get that cheaper online. But I have to go to the store because I actually want to pick up the product. So this is a way, this is one that we did Norway to help combat that by actually taking advantage of that behavior. A worried mother does better research than the FBI and the investigation starts with the baby products. Expecting mothers are the most frequent showrooming users where seven out of 10 visit physical stores to gather product information and then search for retailers with better deals whilst in store. This is a huge challenge for Baby Shop which invite expecting mothers to their physical stores to get advice and assistance. Unfortunately, price-focused retailers are often depriving Baby Shop of sales through in-store search. So how could Baby Shop meet the rising challenge of showrooming? We created the first ever hyper-local search strategy which embraces showrooming. We utilized the Geo segmentation in Google and gave a special offer to mothers searching for our products while being in Baby Shops or competitors' physical stores. The search communication directed the mother to an individual coupon which gave the showroomer a 20% discount on that specific product but only if they bought within 24 hours. This really engaged the expecting mothers. The activity used only half a percent of the total search budget but produced 19% of the total revenue from paid search. This resulted in an ROI of 59 which is almost 2,500% higher than Baby Shop's average search, ROI of 2.3. Baby Shop's embrace of the engaged mother has proven that it's possible to utilize a perceived challenge and use it to their and the consumer's advantage. Once again, this was capitalizing on existing behavior. People do this already but I think what was also interesting is the information that they had on the consumer at the time was simply it says three minutes and 30 seconds, I'll wrap it up. They're at the bottom of the funnel, they're about to make the purchase. You do not go to a store to look at a product without being ready to make the purchase and so therefore it was worth it for them to give a coupon, for them to give a discount. They weren't discounting the whole store. They were just catching the people and saying you are a very valuable person to me at this moment and so therefore you are worth this. And so honestly, in summary, thank you very much. I hope that this has shown a little bit of how using data and creativity together does drive marketing effectiveness. That's really what we're all in it for is driving marketing effectiveness, helping our brand sell more products, helping build the reputation to consumers. Thank you. I'd like you to remain on stage with me because you got a small token of appreciation, a big thank you. Mr. Deepak Horana, co-founder and CEO, we serve on stage, please, sir. Come on, lady, don't feel shy. Come on, it's a gift. Your presentation, or should I say, storytelling had a lot of heart so I love that. And I really got touched by one of the videos that you showed as well. So thank you so much for that, for touching our souls. Give it up for ma'am please, ladies and gentlemen. And thank you, Deepak as well. Thank you.


Traditionally, we were always a gathering people. We always came together and we always had this love for each other and we always supported one another. Every time I come here, it feels like I'm coming home. It's like my heart knows that I've been here before. It's like I'm being welcomed home by everything that we see around us. The blood of our people is 10,000 years of living on this land. It's a place that people don't think is so called mulu, but it is a part of our territory and I think we're coming back here to honor our ancestors that were from here and the fact that we've never left this area. We were forcibly marched out of here in the 1900s. Well, the language, the people and the land are one. So what Indonesian is recognized by the language they speak? In many different areas, our words are the same and that just ties us to being kalmukh. This is kalmukh. That means this is the Indian land and the language ties us to that. When we breathe life and put our language back on the land, there's a pride of who I am and where I belong to that piece of Mother Earth. Our language is our survival. Everything of who we are as Sokapuan people is embedded in the language and it's embedded in our DNA and in our blood and that's why elders that haven't spoken for a while, if they start speaking, that they start remembering because their body memory and everything that they have in them starts to remember and the young people that have never heard it is still in their blood and they pick it up really quickly because it's part of who they are. I think it's important to learn our language because it's something we've kind of lost and we're like slowly ganging it back and it was like it's a part of us but we don't realize it yet. At these gatherings here in the language being spoken and stories around it, it goes a long way because there's a pride there that our youth and they see a value to it now because it's slowly going to disappear and it's up to the seventh generation to do something about that in a traditional cultural way and the seventh generation is starting to do that now. You can see it when you come to these When we talk about our traditional laws, we learn from the land.  We were put here to protect the land and the animals and I think that that's what our traditional governance was all about was protecting land and the animals. Look after the lands because the lands will always look after you, you will never starve if you look after the lands. A lot of our laws are within our language, within our stories and I think to me it's it's key that we bring that back to govern ourselves. It was a different way of thinking way back.  So everything was done in a community collectively. That's how we govern the territory and we do it through family groupings, our calls out and different family groups work together through the territory and that's what we have to rebuild as our family units. It's a revolution of the mind almost, we have to go back to where our elders used to treat each other. For where I'm from we used to have a coffee and tea on the table or food as soon as you came in the house and so that generosity has to come back. So I think we're getting there but we've been colonized for so long that it's going to take you know years to get back to where we want to be. There's a lot of people we have so much strength, we have people with so many different gifts I think we have to really know and understand to honor the gifts that everybody brings to the nation. Whether they're you know a young child or whether the oldest person in the community everybody has a gift to offer and once we start honoring those gifts we'll see the nation rise up again. As a leader, as a kukbi for my people it's really important for me to have unity within our nation. We are all sekwetmuk, we are all kelmuk. This is our division of the Shushwap Nation. We're the caretakers of this area. We want to share with our own people. We want them to be part of this with us. So this to me, this is home. Not our reserves we're set up now. That's where we are now. This out here is where we come from. It's been prophesized as long as the water flows, the wind blows, the grass grows. You're in sekwetmuk. How do we explain that to the next generation? So what's sekwetmuk? It means it's my language, it's my history, and my culture. That's what sekwetmuk means to me. That was handed down to us, handed down to me by my parents, grandparents, and the great great grandparents, and our ancestors. So our language just not has been here for the last thousand years. It's been here from time immemorial.  But because my mom spoke the language to us every day of our lives, it just comes so natural. If our oral stories are not passed on, that's another thing that identifies who we are as a sekwetmuk. I speak sekwetmuk gene because I'm proud of who I am. Garlene Jules, the sekwetmuk person, sekwetmuk of the sekwetmuk nation. And I speak this language and hope to pass it on. The only way that I can pass it on now is through my grandchildren. I only have two grandchildren here that live in Canada and the rest live in the United States. I have a little eight-year-old and a five-year-old. Jukwetmuk gene means to my older sister and in the school. Even if you can learn one word a day, you think in one year you will learn 365 words? There has to be more of a time frame set up for language. If they're going to have a community school, language should be first and foremost. That's taught and spoken in our schools, especially the schools that are built on our homeland. I always worked with the language because I love passing the language on. I know now that's my gift. I can't call it my own until I give it out there. And when I see the little children, meows as khanemans, as a meows as haqabanwens, as a meows as kakaluts, I don't know, my heart just swells because that that is my gift to pass on. But the thing is, bring it back into the kalmuk and then right on the land, right in the jukwetmuk uluq, bring it right back to the simple basics. That's where we should be able to revitalize our language. So in our way we don't say goodbye, we say my wikshan, haqanah nensis, haqanak ulpahayaut, haqanah pitbenya. You know, we never know when we're going to see one another again, so we never ever say goodbye. Now I'll do the calling of the geese. We'll have to be doing that pretty soon. I have to share the story that when my mom passed away the first year, my mom passed away in the fall and the spring when the geese came through and Eric, I told him, when the geese are coming through, please come in and tell me. So he came in, he said, Garleen, the geese are coming through. So I ran out and I started singing that song my mom left and I said, please pay homage to my mother. You know where she is buried in the cemetery up here on her main reserve. So they circled here and they went that way and they circled right above the cemetery. So it's a very true story and it's happened to me and my mother, she had me stand by her and she said, and she just was real close to me like this and I guess that's how she passed it on. Can't remember if I drummed with that one. Just sang one round of it. Thank you creator for our land. Thank you for our food. Thank you for our lives. Thank you for all our relatives. Thank you for everything here in the Shushwap Nation and thank you for everything here in this whole universe. Uh-huh these chooks. Right. There's a button for look at the way this time this then I I'll put a good start. That's sad. I'll go ahead rest to it.