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Gen Y Biz Dev

Business Development from the Perspective of 20 Somethings

Generation Y’s impact on your business, and guess what…it’s not so bad

By Kara McKenna on Posted in Technology

As I was doing some research for another planned post, I came across many articles advising managers and CEO’s on how to deal with a Gen Y employee. I began to believe I was reading instructions on how to proceed when confronted by a bear, rather than a 20-something:

When faced with Gen Y employee, do not make eye contact, and back away slowly. If Gen Y employee attacks, curl up in a ball and play dead, while covering any major organs. Hopefully the Gen Yer will be distracted by a Facebook update…before it’s too late. Apply Neosporin to any open wounds.

Most of us have heard the sad torrid tale of the Gen Y employee: we received too many BS awards growing up and now we don’t know what it means to work for something. We don’t take criticism well, and must be handled with care. So, when I came across a guest post by Barrie Hadfield, CTO of SkyDox: 5 Ways Gen Y Is Changing Your Business, Like it or Not I was prepared for the worst, another post about how to “handle” a Gen Yer, and our insatiable need to be coddled. But instead, Barrie discusses what we bring to the table, and being a typical Gen Yer who needs constant acknowledgment, I appreciate that. Below are a few of Barrie’s points to pay attention to, combined with a bit of my commentary:

File Sharing

“File sharing platforms are one of the first significant technological achievements developed by Gen Y, with many being launched at the beginning of last decade” says Barrie. As CTO of SkyDox he may be a bit biased on this one, but I agree. It’s cleaned up our servers, inboxes, and what I think is most important: simplified seamless syncing between multiple devices. In Forrester’s Forrsights workforce survey, 74 percent of workers surveyed used two or more devices, and 52% used 3 or more. How do companies plan to accomodate this? Invest in personal cloud services of course.

Instant Messaging

Ah yes, instant messaging has exploded since the a/s/l conversations being had in the AOL chatrooms of the late ‘90s. Now IM is the way many professionals internally and externally communicate, including here at LexBlog. Barrie points out: “IM platforms are now found in file sharing platforms, company intranets, and conference software, in addition to the contemporary ubiquity of consumer platforms, such as MSN Messenger and G-chat.”

The “off-the-grid” extinction

It’s not news that Gen Y is constantly communicating via multiple platforms, whether it be text messages, social networks, or G-chat.  But what is interesting, is the result: the dissolution of the line between office and home. “Understandably, this has been embraced by companies. Forrester Research states that 70 percent of organizations now encourage teleworking” says Barrie.

So waive your techy, over-connected, ipad carrying flags high my fellow Gen Yers. As Barrie so eloquently put it  we are “arguably the most communicatively adept generation in human history” and there is much for the professional world to learn from us. Albeit, there is much we have to learn as well, but I’ll save that for a different post.

Purchasing Decisions in the Digital Era – Is your service/product being overlooked because you aren’t online?

By Kara McKenna on Posted in Business Development, Fun Stuff

First of all, I owe a HUGE thank you to my fabulous Co-Author Kara for holding down the fort, and keeping this blog updated. While Kara was diligently posting to the blog, I was in the final planning stages of my wedding (that’s a nice way of saying I was having a panic attack), but now that the Big Day has come and gone, and I am fresh off my honeymoon, I’m ready to get back in the blogging saddle.

Planning a wedding has taught me at least three things: eloping isn’t a bad option, breathing into a paper bag is not cute, and seating charts are not for the faint of heart. But, since this isn’t a blog on how to recover gracefully from nervous breakdowns, let’s focus on a fourth: If you don’t have a solid internet presence, or  dare I say none, you are missing out on a HUGE amount of business.

Having attended about 15 weddings in the past 3 years I started my planning process with a stack of recommendations: florists, caterers, venues, coordinators, hair stylists, make-up artists, photographers, bands, DJs…the list could go on. So, where do I start? Easy. I googled each and every one of them. Sadly, I was able to eliminate close to 60% of them based on zero to no Internet presence.

Then came the fun part: I delved deep into their social networks: I stalked Facebook pages, and Twitter streams, I perused Pinterest accounts, read reviews, read other reviews by those reviewers to make sure we had similar taste, studied online menues, scoured the Internet for pictures, dissected LinkedIn profiles, and at the end of it all I had a short list of vendors to call, and only a few restraining orders to deal with (kidding). This is how my generation makes buying decisions.

It’s not just B2C vendors that need to pay attention to their digital footprint. In fact,

on average nearly 60% of a typical purchasing decision by B2B customers—researching solutions, ranking options, setting requirements, benchmarking pricing, and so on—are made before ever having a conversation with a supplier. Harvard Business Review

I know, it’s not completely fair. Your DJ skills may make my great-grandfather swivel his titanium hips. Your product may end world hunger. But if someone looking online can’t figure that out after 10 minutes of searching…world hunger will continue, and great-grandpa will stick to his usual 2-step.

As a society, we have come to expect the information we want, the moment we dream it up. I can get a new pair of stilettos at my doorstep in less than 24 hours from Zappos. I can download movies, music and books in an instant. Your information as a business professional, needs to be just as easily accessible.

It doesn’t mean that referrals aren’t valuable, word-of-mouth is what got me that initial stack of cards in the first place, but to get your ideal potential client to pick up the phone you better have the online presence to back that referral up.

Technology Through the Eyes of a Seven Year Old

By Kara McKenna on Posted in Fun Stuff, Internet, Technology

This year for Thanksgiving my husband, John, and I decided to head home to Chicago to spend my favorite holiday with loved ones. Much to my surprise, and despite what everyone told me, traveling on Turkey Day was seamless. I am the oldest of five and have a special bond with each one of my siblings that I am thankful for everyday. And because I live over 2,000 miles from the ones I love, I rely heavily on technology to keep us connected. In fact, a recent Pew Research Center survey said 25% of us think that technology is bringing families together. The research demonstrated that rather than keeping us isolated, modern technology has become a force for increased social interaction and in some cases actually helps strengthen family ties.

Each day I communicate with my family through multiple channels such as text messages, FaceTime, Email, Facebook and live conversations. I’ve noticed that my brothers, Eric and Dave prefer to text, while my sisters Kim and Rickie are an even mix between texting, phone calls and a whole lot of FaceTime (thank goodness for iPhones and iPads). I should point out that Rickie is seven, probably one of the smartest seven year olds I know with one of the biggest hearts. She amazes me everyday and I have recently become fascinated with her use of technology, especially since the text messages have started rolling in. There’s nothing better than to wake up with good morning messages or pictures from both of your sisters/best friends.

During our routine sister sleepover a few weeks ago, I interviewed Rickie on her use of technology and the role it plays in her life. Interviews questions and answers are below:

Question 1: Rickie, how old were you when you first started using technology? Answer: I believe I was about four.

Question 2: What is your favorite device to use? Answer: My iPhone because I enjoy using Safari easily to search different things and watch videos.

Question 3: What is your favorite thing to do on the iPhone? And how often do you use it? Answer: Text, search the Internet and FaceTime. I really like to text because you can have a long distance conversation quickly. I probably use my iPhone about five or six times a day.

Question 4: How do you use technology in school? Answer: We use iPads and computers in first grade, mostly for reading, math problems and sometimes to play games. Each person has their own iPad to use. The teacher also uses a really cool projector screen that she can write on.

Question 5: What do you think life would be like without technology? Answer: Really boring because I would not be able to have a real conversation with my sister in Seattle without Skype or texting.

Question 6: What is your favorite app? Answer: Hatchi, the virtual pet because it is like a pet that you can take care of virtually and it shows your progress.

Question 7: What do you know about Facebook or Twitter? Answer: I do not know a lot about Facebook except that people have conversations and comment on stuff. And isn’t Twitter kind of like Facebook? I’ve heard about Twitter on television. I guess you can tweet about different places and things. I probably will not join Facebook until I am 19.

According to my research, Rickie represents Generation Z, a group of individuals who have been connected to technology practically since birth. You better believe Rickie will vet just about anything by conducting a search online or tapping into her future social networks through her mobile device. I can’t vouch for a lot of kids her age but I can tell you that the world better start to prepare for this little girl as a future professioal. She is incredibly smart, beautiful, technologically saavy, energetic, athletic, extremely loving, hard working and passionate. Even at such a young age she puts 100% into anything she does and no matter what path she decides to take, I know she will be a leader. She has already taught me so much. Go get ’em Rickie!

Effective Social Media is About the Message NOT the Volume

By Kara McKenna on Posted in Internet, Social Media

The digital age makes it easier than ever to get your message out immediately via myriad platforms. But you can’t lose sight of your goals and your message, which must be consistent and clear whether you’re breaking budget for a glossy spread or tweeting for free. – Faisal Hoque

A couple weeks ago, a Fast Company article, “5 Social-Media Commandments For Better Brand Tweeting” by Faisal Hoque caught my eye. Although this article was focused on Tweeting, in my opinion Faisal’s recommendations can apply to all social media tools. Regardless of your reason for engaging in social media, your message matters, just as it would in a conversation you might have with someone offline. I feel that the term social media comes with a lot of buzz, misconceptions and causes some to forget all common sense, as in Faisal’s example of the Red Cross employee who Tweeted from @RedCross about #gettingslizzerd (slang for getting drunk). Common sense people, please do not lose it because you are Tweeting, Facebook liking, blogging or writing an email for that matter. My single rule of thumb is if I don’t want the public to know it or would not say it out loud, I don’t Tweet it, blog it or Facebook it.

Ok, I’ll get off my soapbox now and get to the point. I think most of us have realized (or are starting to) that the Internet is a force to reckon with especially for professionals who are trying to build their business. Regardless of the tools you decide to use to build your Internet identity, it is important to first implement a strategy. What is your end game? Who is your target audience? How are you going to engage them? What is your message?

To be effective, you  need to focus on the quality of your message and less on the volume. Tweeting all day long is ineffective if your message is not clear. Regardless of the tools you decide to use, I will leave you with some “basic rules for communicating to connect, shape, influence and lead”, via Faisal.

  • Honesty Matters: When hasn’t this been true? This starts with being honest with yourself. If you are having trouble being honest with your message, think about stepping away from your keyboard, touch screen or whatever device you use.
  • Be Direct to Connect: Talking in circles is not going to get you anywhere. Be direct with each message, the reverse could hurt you.
  • Think Ahead: Try to anticipate how your audience will react to your message.
  • Inspire and Influence: Directly from Faisal “Communication is key for inspiration. The right message can have a major impact, especially in a digital age where a viral tweet or YouTube video can add far more value than the priciest ad campaign. An inspirational message is far more influential than one that just makes a point.”
  • Be Yourself: How else do you expect people to get to know you? Remember when I said, people connect over a shared interest that often times is not related to what you do professionally? It is okay to show personality, in fact its a good thing.
  • Know When to Stop: This is perfect for the saying, in some cases “less is more.”
Finally, do not forget to think before you Tweet. 

Stand Out in the Digital Age: Tell a Story

By Kara McKenna on Posted in Internet, Legal Marketing, Relationships, Social Media

I just returned from the LMA Northwest Chapter lunch program and find myself extremely inspired to blog after listening to Hanson Hosein’s presentation on the importance of storytelling in the digital age. As most of us recognize and as Hanson pointed out, traditional media is having a hard time keeping up. Social media has given us an opportunity to share information and tell our stories at the push of a button and on a much larger scale. For me, that is fascinating, exciting and makes my head spin. My colleague, Helen Pitlick (who attended the program with me), published her recap today on Please Advise, which includes some tips for lawyers and how they can incorporate storytelling into their blog posts.

A part of Hanson’s presentation that resonated with me was when he shared this quote from Daniel Siegel,

Shared stories create a connection to others that builds a sense of belonging to a particular community.

Think about how much easier it is to connect with someone once you know their story, especially if it is similar to your own. In an age where information on just about any topic is instantly available, there is also a lot of competition. And as Hosein pointed out today, nobody wants to be sold to. Instead, tell a story and create trust by showing people how you think about and relate to their world.

Storytelling will only help you connect with others if it is truthful, authentic, has a sense of community and is engaging. This might be a “duh statement” to a lot of you but that wasn’t the case for Kony 2012. This viral video included a lot of false information which resulted in the creator’s public meltdown. A great example of the power of story telling was Caine’s Arcade about a 9-year old boy who built an arcade out of boxes in the back of his dad’s auto body shop. I encourage you to watch the video for the rest. Get your kleenex out because it is a bit of a tear jerker (all in a good way).

A recent Forbes article, “Not Just for Bedtime, Marketers Corner the Market on Storytelling,” published by Phil Johnson shares a few suggestions that caught my eye.

Tips from Johnson:

  • If a story only exists to disguise a marketing message, you aren’t fooling anybody
  • Your story will be boring if it does not reveal something personal and unknown
  • Move people to action by telling a story that taps into a specific emotion (fear, desire, anger, happiness)
  • A story should take people on a journey where there is a transformation between the beginning, middle and end
And finally,

The best stories represent a simplicity of purpose and tap into the audience’s imagination so that they willingly go along for the journey.

Do you remember a story from your childhood that you insisted on listening to over and over again? I encourage you to channel your inner 5 year old. What is your story?

 

Image courtesy of 123rf.com 

Networking Events: 3 Survival Tactics

By Kara McKenna on Posted in Business Development, Networking

During the first weeks at my first “real” job working in corporate banking, I was asked to go to a luncheon for the sole purpose of filling up an empty space at our table. I had never actually been to a luncheon before but I was broke and hungry, so I quickly accepted. “Besides” I thought to myself “I’m awesome at socializing.” What I failed to consider, was that socializing while at Free Taco Tuesday in college, was not at all the same as professional networking.

Fast forward to the luncheon: I was sweating bullets. To my right was a CFO of a major Seattle company, and to my left the Senior Vice President of Corporate Banking, aka, my boss. First, I tried to keep up with the conversation. I soon found myself pretending to know all about bear market rallys and derivatives, and shared my thoughts on each. Apparently I was a bit off. I received blank stares and one very obvious eye roll. And so I sat there silent, except for when I faked an emergency phone call just so I could have an excuse to leave the table…twice.

I found out that day, that networking isn’t easy. A select few are naturals, but for the rest of us networking is something that takes practice and some finesse.Vanessa Merit Nornberg, Founder of Metal Mafia wrote an article for Inc. titled “Hate Networking? 3 Ways to Get Over It”. Had I read this before my luncheon, I may have made fewer fake phone calls. Below are her points, along with my commentary:

1. Listening is the best way to start a conversation.

Had I been less stressed about how I was going to insert myself into the conversation between the CFO and SRVP, I may have been able to learn a thing or two. If you are sitting next to people who have been in the industry longer than you, don’t be afraid to ask them questions. How did they get where they are today? Do they have any advice for someone just dipping their toes into finance for the first time? People love to answer questions about themselves. People don’t love a 22 yr old know-it-all , especially when you really don’t.

2. Honesty begets honesty.

I should have left my corporate banker costume at the door. Really, who was I kidding?  I was 22 yrs old, with bad highlights, wearing a suit that was 2 sizes too big. No one in their right mind thought I was a seasoned corporate banker. I should have owned it. Be your authentic self and you won’t need to worry about somebody looking up your LinkedIn profile when they get home, just to realize you’re full of it. Don’t be afraid to let people know you’re new to this. More than likely there is someone else who feels your pain, or is willing to shell out a few pointers.

3. Everyone has something interesting to impart.

I failed to mention my biggest flaw during this fated luncheon. Why is it, that the only people I remember are the CFO and SRVP? Who were the other five people at my table? What could I have learned from them? Although you shouldn’t treat networking events as a competition to get the most business cards, you should be trying to make a connection with at least one person. Start with who is sitting next to you, and if they are discussing derivatives, look at who is across the table instead.

Since my first awful networking experience, I’ve gotten a little better each time, although I am far from a pro. Face to face connections can be some of the strongest we can make as professionals, it would be a shame to miss these opportunities just to avoid a bit of pre-networking anxiety.

If you have any pointers, or a good “first networking” story that puts mine to shame, please share!

Recap: 2012 LMA Technology Conference West

By Kara McKenna on Posted in Business Development, Legal Marketing, Relationships, Technology

On October 11th, I had the opportunity to attend the 2012 LMA Technology Conference West in San Francisco, which attracted attendees from all over the U.S. as well as Canada, the UK and Asia. Over the course of the day, the sessions were divided into three tracks: small & solo, technology trends and driving value. A big thanks to Adam Stock, Clare Ota and the rest of the team responsible for pulling together such a great event. Here’s my shot at a recap.

To kick off the conference, John Corey, Founding Partner & President of Greentarget Global Group shared key findings from the 2012 In-House Counsel New Media Engagement Survey, which included:

  • 55% of in-house counsel say a law firm’s blog can influence hiring decisions
  • 84% of in-house counsel perceive law blogs as credible (as much as those by professional journalists)
  • 88% of in-house counsel perceive the content they contain via LinkedIn as credible

John’s presentation was a great segway to the In-House Counsel Session moderated by Nat Slavin, Principal of Wicker Park Group. For me, this was the session that I found the most valuable as it gave us a chance to “hear from the horse’s mouth.” I also enjoyed this one because I tend to prefer the moderated panel style of presentations. Below are some of my takeaways from the panel comprised of: Connie Brenton, Chief of Staff & Senior Director for Legal Operations of NetApp, Inc.; Gregg Melinson, Vice President, Government Relations & Deputy General Counsel of Hewlett-Packard Company; Jason Romrell, President & Chief Legal Officer of Budget Van Lines and Jon Stueve, Vice President & General Counsel of Glam Media.

  • General Counsel generally do not care about lawyer or law firm rankings
  • Law firms willing to change their infrastructure and the way they operate could see serious gains
  • Social media can intersect with so many areas of the law so at the very least lawyers should understand the basics of how it works
  • Being a great lawyer might get you in the door but having a deep understanding of your clients’ business will set you apart
  • General Counsel receive hundreds of emails a day, titles are extremely important
  • MY FAVORITE TAKEAWAY: Jason Romrell shared that he has hired outside counsel as a result of following/interacting with the attorney on Twitter
Since LexBlog was this year’s online sponsor, I spent a lot of time bouncing between conference rooms and our sponsor table. In both places, I had the opportunity to meet some great people, some of which are current clients, others might be future clients or referral sources. I also had the chance to take some online relationships offline and make in person connections which is one of my favorite things about going to conferences.
Here are my final thoughts and takeaways from the remainder of the day:
Feel free to let me know if you have further thoughts, comments, or feedback on the recap. I am curious to hear what others learned from the 2012 LMA Technology Conference West.

 

 

Business Development & The Internet: What I Know Now That I Wish I Knew Then

By Kara McKenna on Posted in Business Development, Internet, Relationships

Six years ago I started my career in business development working for VOA Associates, an International architecture firm based in Chicago. Walking in the door as the firm’s first Business Development Coordinator has since led to many rewarding opportunities (including a move from Chicago to Seattle) and learning experiences, which would not have been possible without two amazing people and rockstar business developers, Ann Volz & Meg Connolly (THANK YOU – I probably need to dedicate one post entirely to both of you). I was fortunate enough to learn very early on that business development is all about forming relationships of trust and trust is established when two people share a common interest (could be a sports team, hometown or hobby).

Today, I sit back and think about how things would have been different if I had realized the power of the Internet and the role it plays in developing relationships and building trust (thank you, LexBlog). I am not saying that the Internet was foreign to me (come on, I am a Digital Native, right?) or that I did not use it to research clients and potential clients but I was not taking advantage of its fullest potential.

After reading Paula Black’s “Legal Business Development…If I Knew Then…What I Know Now!” where she shares advice (via Oprah) given by accomplished men and women (what they wish they knew when they were 25) as a way to inspire the lawyers she is working with, I was inspired to write my own version and hopefully help a few people along the way. It’s not like I would change my behavior of how I would develop relationships but instead of meeting for that cup of coffee to establish common ground with someone I met at an industry event, today I could follow that person on Twitter, Facebook or Linkedin and start to learn the things that they care about – get a sense for who they are.

For those of you who know LexBlog, have talked with me or one my amazing teammates, you have likely heard them ask…

Are you using the Internet as a tool for accelerating your relationships and word-of-mouth?

This is a question that LexBlog President, Kevin McKeown, has been asking for longer then I have been around LexBlog but it is one that has changed my professional life and business development career for the better. You’ll understand why if you read Are You Using the Internet as a Tool for Accelerating Your Relationships and Word-of-Mouth?. Believe me, I didn’t grasp what that meant right away but instead I jumped in and experienced it for myself. Real world example – I have never actually met McGlinchey Stafford CMO, Eric Fletcher, in person but have followed his Tweets and blog very closely over the past several months, enough to get a sense for not just his expertise but also his passion and personality. In fact, his blog was one of my inspirations for this post. I know that when I do finally get the chance to meet him in person it will feel like we’ve had coffee together 10 times before.

Here are some final thoughts/takeaways that I will leave you with:

  • The Internet is a powerful tool, especially for those focused on business development (this only became obvious to me a couple years ago)
  • Getting to know someone with the tools online can be the equivalent of a handful of F2F coffee or lunch meetings
  • Experience the power of the Internet yourself and BE yourself, do what comes natural to you (don’t act any different just because you are online)
  • Spend time getting to know your audience online (learn about their interests, expertise, likes & dislikes)
  • Do this by using listening tools (Google alerts, Twitter, Facebook)
  • Make connections online with people you have common interests with (again, if you listen, you will know what these are)
  • Share information with your audience
  • Follow the people I referenced in this post
I am curious to hear thoughts, feedback and comments. How have you used the Internet to build relationships?
Image courtesy of 123rf.com 

Revamping my Internet Identity and Where to Start

By Kara McKenna on Posted in Business Development, Internet

Is your current online presence helping or hurting you?

Recently, I attended my 10 year high school reunion. My dear friend Lauren Carr decided it to submit a number of old photos of us for the slideshow, which was shown throughout the entire reunion…greatly jeopardizing her title as “dear friend”. As I watched myself fade in and out on screen over and over again, I was slightly mortified at the different identities I had while in high school: Awkward with stringy bangs and corduroy overalls phase, I love underground hip hop (that was a good one) phase, and of course my NSYNC IS AWESOME!!! phase. At LexBlog, we are constantly asking our clients what their online presence says about them. And suddenly, when I asked myself that same question I wasn’t quite sure what my answer was. Would it portray who I am today or who I was 10 years ago?

I have enough self awareness to know I’ve done little to cultivate my own Internet presence. Sure, I have a LinkedIn profile and I’ve been on Twitter for almost a year. On Twitter I follow 68 people and 42 people follow me (half of those are co-workers). I’ve tweeted 12 times. That’s counting the time I accidentally retweeted a post titled “Take Control of How You Age”, which was a bit awkward and coined the term “pocket tweeting.”  It also led to two new followers both in the anti-wrinkle industry, and yes, I did include them in my 42.  But, just to be safe, I did what everyone does when they feel a bit self conscious: I googled myself. Here are my first three results:

1. My Linkedin Profile (which is incomplete, and says little about what I’ve been doing with myself these past 10 years.)

2. A twitter profile for a different Jenna Tomko (who’s tweets read like something out of 50 Shades of Grey)

3. My Facebook page (which is kept private)

Great. My Internet identity says I’m pretty boring, except for when I decide to post raunchy updates to my twitter stream. But, let’s take a glass half full approach: aside from causing me a fair amount of embarrassment, Google has also prioritized my focus as I begin revamp my online identity:

1. LinkedIn: Update my LinkedIn Profile in a way that engages and also represents my accomplishments, and what I do today. There are countless resources online to help get started, but of course I defer to my colleague Helen Pitlick on our Client Services team, and her post: 10 easy ways to improve your LinkedIn profile.

2. Twitter: First, let the other Jenna Tomko on Twitter know that she is ruining my life. Second, set up a password for my phone to avoid any future pocket tweeting. And of course, begin to participate and share more content via Twitter. It’s a chance for me to not only share knowledge, but also show people what interests me outside of work. Prepare for posts on business development, mixed in with bridezilla moments, and pictures of my dogs. Lindsay Griffiths, Marketing & Business Development executive and author of Zen & The Art of Legal Networking, has a five part post all about getting started on Twitter, and then using it as a business development tool. Check out the first installment and then be ready to delve into the next four: Twitter: Effectively Leveraging Twitter as a Business Development and Marketing Tool – Part I.

3. Facebook: We all need guilty pleasures. For me it’s reality television, white russians, and Facebook….usually all at once. For now Facebook remains my private space among 452 friends and 650 tagged photos. I like keeping it separate from my professional life, and for now, I intend to keep it that way.

I google people all the time before I meet with them, and I’m sure they do the same to me. It is so important for every professional to have a handle on their Internet identity. But for young professionals it’s even more crucial. After all, the Internet has followed us through our most formidable years. I’ll share my own progress intermittently throughout this blog: what worked, what didn’t, how I embarrassed myself, and how I picked myself up. I’d love to hear your feedback and comments along the way.