VSLWJ-1 Where Are You?

I am calling this series The Very Short Long Winding Journey.
I will use the acronym VSLWJ
This is part 1, titles Where Are You?

To all the new members of Digital Africa, I welcome you.
The best way to describe myself is that I am a social scientist that has become very much into technology, and especially computer/internet/Web technology. 
Digital Africa is a collective vision I have with some friends, to help Africans of all ages and genders to discover the many opportunities I have found as a result of purposeful use of the Web. 

We want to help you learn the best way to use the World Wide Web to your advantage. 
I am not saying that the way I am suggesting is the only way to do it.
But I am saying that this way has been very very effective for me. 
If you know other ways, I will still suggest you add this to your arsenal. 

I am not claiming that everything I write here is the gospel truth and that you must obey them as the law. You are free to doubt and challenge my claims.
In fact, I hope you all do, because that is how we sharpen our brains: by listening to various view points and challenging all of them frequently.

So let's go!

Google Is Not Your Friend. 

You Are Your Friend.

Google is doing it's own thing. It doesn't care about you or me. It is just doing what it was programmed to do, which is to serve information.
There are rewarding and empowering types of information. But there are also damaging and destructive kinds of information.
Google can lead you to find info that can land you the wonderful job of your dreams. Google can also lead you to some terrorist websites that have led to the deaths of teenage girls in Europe. 

So let me ask you, Where Are You?

Everything you know and can do today are things that you gradually trained yourself to know since your childhood.
You might be thinking that your teachers trained you. But the truth is that most of the effort came from within you yourself as you were paying attention to the subject those teachers were teaching.

But then, why don't I understand Geography the way I understood Economics?
Maybe it was because I immediately loved hearing about Demand & Supply, and I instantly got bored when they were talking about glaciers. 

Sometimes somethings are more difficult than others to pay attention to, but that doesn't mean that those things are inherently harder than the easier ones you paid attention to. 
What it really suggests is that the new things that you are learning have a relationship (either similarities or interesting contrasts) with some of the things you already know inside you.

So where YOU ARE NOW is what will determine how difficult or EASY it will be to go to where you wish to be. 

So the next question to you will be, what do you WANT TO BE?

You pick up your smartphone, you open your laptop, you go to Google, then you search. For what?
"Chelsea vs Tottenham football?"
"Kyle Jenner dating Wizkid?"
What are you looking for?


Whatever it is, you constantly go to the zero moment of truth to find MORE about that thing. And you do this for the other things that interest you. This is the current reality the technology has brought the world to today. And it is not only Google. Facebook, Whatsapp, Youtube. All these apps serve you information in different ways.  

If you go to Facebook, it is because something kind of curiosity was on your mind. Maybe you want to know what your friend is saying today. Or you want to see what is happening in your Whatsapp chat group. Which ever way you look at it, you are still looking for MORE information.
When you open your Whatsapp, it is not to look for Rotimi's update. Because you are NOT thinking about my updates. You go to Whatsapp to CONTINUE what you are already familiar with. You keep up with people that you have already know before. People who are interesting to YOU! 

The zero moment of truth (ZMOT) is that EASY PLACE where computers/phones have made information instantly available. If information is power, then we have become many times more powerful than people of many decades ago. But what kind of power are we going after? That's the problem.

Google is a ZMOT. Youtube is a ZMOT. 
However, Facebook CAN also BE used as a ZMOT. Whatsapp CAN BE used as a ZMOT.  But these two primarily bring information to you. 
In fact, in most cases, the info you get on Facebook and Whatsapp usually leads you to search Google or Youtube for clearer understanding. 

And yet, this doesn't mean that the info you get from Google or Youtube is always the correct answer. Not necessarily. Getting the right answer usually requires more than one attempt. 

But the crux of the matter is that these platforms give you MORE information about some things YOU are ALREADY LOOKING for.   
ZMOT is a place where you go looking for answers (for information). On Google and Youtube and Quora, you go looking for answers. On Facebook, Whatsapp, etc, you might ask your friends or connections to answer a question you have.



Finally, in the next part of this VSLWJ series, I will show that whether it is football or entertainment news or technology you are learning online, there are good ways to learn them, and there are bad ways to learn them. 
Your use of Zero Moment of Truth can help you or hinder you. This is coming in "VSLWJ-2 How You Got There"
Please stay tuned.

The little children now have the potential to LEARN many times faster and more thoroughly than older generations. They can become geniuses so quickly that we would be astonished. This is because of the power of the learning tools they will be exposed to as they grow up.  

Meanwhile, I have introduced a term here. 
Some of you are probably hearing of the Zero Moment Of Truth for the first time today.
I recommend that you read more about it and start building your curiosity about future technologies.
I also want to recommend for future purposes, anytime you come across a new term in anything you are reading online. Quickly right click on that term (the link) and open it in a new window, so that you can read up on that new term, understand it (you don't have to finish reading the whole thing), then go back to continue reading what you were reading with the term in it. Hence, during my learning journeys online, I may start reading one article, but end up reading 5 articles in the process.

So like I said, this is about helping you developing the purposeful reading tools and a personal learning system that you can use to EMPOWER YOURSELF!   

Please share your thoughts in the comments section below. 
I am very VERY open to contrary opinions, so please feel free.

Also kindly follow the Digital Africa blog by clicking here. 

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The ZMOT And The Angry Salesman

Many people have come up with various definitions of the zero moment of truth. And perhaps some of these characterizations are more “equal” than others. 
But for now, let me convey to you the one that I consider to be the most significant.

Google’sJim Lecinski describes the ZMOT as “a new decision-making moment that takes place a hundred million times a day on mobile phones, laptops and wired devices of all kinds. It’s a moment where marketing happens, where information happens, and where consumers make choices that affect the success and failure of nearly every brand in the world”.

Try to imagine this scenario: A woman on her iPad at home, going through different web pages, trying to learn about the features of different models of electric cars to know which one would be most suitable for her.

Or try to guess why a man would type the following words into a search engine; “high quality HD web cams for video conferencing”?

Now, if you were the marketer for a company like Tesla Motors (which manufactures electric cars) or Logitech (who make web cameras), you really should be doing something about these kind of searches, shouldn’t you?

Ever since I was studying Mass Communication at the University of Lagos (Nigeria) I’ve been hearing people use the cliché, “Information is power”. (Perhaps even before I got into college)

But if you pause to really think about it, I would ask you, “why exactly is information powerful?”

What can you do with it when you have it?

And is it under every circumstance that being informed is powerful?

In my opinion, in marketing, it is using the right information with a proper mix of previous knowledge and skills that gives you true power, and a clear advantage over the rest of your industry.

Once upon a time, in the earliest days of  color tv, television advertisements were very entertaining to viewers. There were not so many options of tv shows or channels, and therefore the commercials themselves were part of the enjoyable variety. 

Fast forward several decades, and some of these ads became annoying and interruption to most tv viewers. 

And yet, these days, people can actually go deliberately looking for a particular advert if it contains some specific information they are looking for.

A marketer has to be able to THINK in the proper context and in the spirit of the times he is living in. 

Now, permit me to give you an example as to why you can no longer afford to think like you used to do in the past.

This is a true story by the way:

THE ANGRY SALESMAN

Sometime at the end of January last year, I was with a client at her office. She had gotten information about some man who had just returned from the US and who was looking to sell a Canon Rebel series camera.

My client is in the tv production business, so she wanted to learn more about the capabilities and the features of the camera, so she called him and she asked him some questions in order to learn more.

Then at a certain point during their conversation, it suddenly occurred to my client to ask me to help her do a Google search on the particular model of the camera that the man wanted to sell. So the man read to her the specific model inscription on the device.

Now, while I was doing the search, she was still asking the man if the camera could handle HD video recording and some other things. She had even sent one of her staff cameramen to drive all the way to the man’s house, to take a look at the camera on her behalf.

In anycase, the man couldn’t answer her questions because he didn’t really know much about cameras or about filming. He was just some guy who bought some camera from the US and wished to sell it at a profit.

Yet, I was answering her questions for her by reading the online reviews and specifications of the particular camera. 

All we really ever needed was to get him to read to her the EXACT model description of the camera he had with him, which he did, and that was all I needed to get all of the information she needed.

But as soon as he found out that my client had been checking-up the camera online, he suddenly got really angry, and started to yell at my client, saying that she was wasting his time. This in-turn made my client upset, and because of how the man was acting, she lost interest in buying his camera altogether.

Now, do you think the man was right to act that way?

I think he was not very mindful of the Zero Moment Of Truth.

I also noticed that he had failed to realize that his product was actually a top of the range model - it was a Canon EOS 700D / Rebel T5i.

Sadly for him, he was trying to sell it off as just a mere “Canon Rebel” camera. At least that was what he kept saying until my client dug for more details from him.  
If he wasn’t so foolhardy, he could have made a quick sale, as all the things my client was looking for in the camera (which he couldn’t answer) were right there in the list of specifications and features online.

He failed to realize that there just aren’t that many people left today, who would just up and write you a cheque without first doing some of their own home work about what you are selling.

Worst of all, he had no way of knowing that I was actually telling his potential customer (my client) that his camera was in fact a great bargain for her, based on my online searches at that point. 

His ignorance of the reality of this ZMOT behavior caused him to lose his temper; which in turn, caused him to lose a sale.

So, the moral of the story?

Always expect your potential customers to do their homework about whatever it is you're selling. Stop assuming that you can sell stuff by merely insisting, "Buy it, because it is the best, and I want you to." 

Allow them do their homework, but try as much as is in your power to be the there, whispering in their ears, wherever they are doing this homework. Most of the time it will be on the internet at a conceptual place called the zero moment of truth. 

For more reading on the ZMOT, kindly check out my other post with Nigerian examples. 

The ZMOT & The Moments That Matter

After reading Jim Lecinski's book. "Winning The Zero Moment Of Truth" several times over, I have come to realize that true and long lasting success in digital marketing will not likely come from carrying out arbitrary activities using digital tools.

This post should guide you away from following the crowd in wasting their time dumping links on social media, and basically constituting a nuisance to those who actual use social media for "social" reasons. 

It should also guide you away from overestimating what you can achieve with SEO; and also wasting money buying pay per click ads that send you a whole bunch of curious window shoppers and no actual buyers.  

This post should actually guide you into understanding how real life people truly use the Web, and how you can truly begin to know these people.

The Zero Moment Of Truth 

And All Those Micro Moments

Now please don't get me wrong; I think SEO is great, Pay Per Click Advertising is awesome, and Social media marketing truly builds brands. In fact I employ all of these activities and more, and I suggest you do so as well.

However, what I am saying here is that all these activities need to be done in a such a way that it is must be about meeting your customers at the very point of their need. Not yours.

And there is more and more technology springing up to help you do this with scary levels of accuracy these days.
Think about it seriously...Would it not matter to you if you could distinguish between a young lady who Googled your product, "Shea Radiance Brightening Cream" while standing in the isle of a store, from someone else who Googled it from a desktop at the office?

Understanding shoppers' Intent is a big deal in modern marketing. And you should be getting comfortable in that kind of business process before your competitors catch wind of it. 
And lucky for you, most of them (your competitors - at least those in Nigeria) are still asleep.

The "rules" are changing dramatically: Shoppers are like military authorities dictating these new rules for you and your competitors. Google search, YouTube, Facebook, Reviews on Google plus and reviews on blogs, even Whatsapp are some of the tools they are using to dictate these new rules of engagement. And Learn how to engage, you must!

Shoppers are looking for your products. Their technological sophistication does not stop them from having needs. 
It only makes them more tactical and confident at finding exactly what they want.
 
Many of these clever shoppers are seeking answers before they step into the store. They are asking questions; seeking a special experience. An experience, they are convinced that THEY have total control of. And this control they feel is psychologically empowering!

We Must Now THINK In Moments

Believe me; This is all about thinking. Theirs and yours!

Let me let you in on a "secret"......that moment when shoppers want an answer to one of those questions of theirs' has been very well understood by Google.
They call it the Zero Moment Of Truth.
I am not going to go into definitions here.
The likes of Jim Lecinski and Brian Solis have written plenty on this topic, so serious business leaders need to seek these out.

I have also written so much about it already. And I think you can find perhaps my easiest definitions ►here or maybe ► here. My article about the FMOT (First Moment Of Truth) should also help you get a clearer psychology of what I am trying to do here.

But if you are one of the few wise ones, who need a more detailed, step by step guide on how to implement ZMOT campaigns, then ensure to add Jim Lecinski's free e-book to that reading list.

So anyway, what I want to talk about here today is the fact that Google have again recognized that this concept of the Zero Moment Of Truth can now be further broken up into billions of micro moments. Yes! Everyday they see billions of searches from people around the world.

And these are the moments that really matter to any smart marketer. And trust me, it is all about thinking.

The Magic is in Mobile.

The increasing use of smartphones is what is causing the explosion of these countless micro moments. The ease at which an internet connected phone can fit into our pockets has changed everything: phones can be everywhere we are. Even the bathroom. So we are virtually taking the world with us everywhere we go.

Never have we known such....."ridiculousness". Yet most of today's marketers think about this thoroughly when we are planning, doing research, or writing our ad copy.

Computers and the Web brought consumers online, mostly because of the ease of shopping without having to drive down to the store and join thse long checkout queues.

But today's clear and present reality is that consumers now just simply live online? Thanks to their mobile phones, they don't come and go any longer. They are always online....as long as their is WiFi or data from their network provider. 

So for the thinking marketer, these billions of moments can be arranged into the following four categories; plus an additional one I added:

• Want To Do Moments
• Want To Know Moments
• Want To Buy Moments
• Want To Go Moments
• Want To Express Moments

Now, I do not want to simply regurgitate stuff I read from Google. And I also believe that you will learn better by doing your own research. So I will very briefly just guide you through these groups of moments, and we can both go and do something else.

1. Want To Know Moments

The most prominent of the moments on Google.
People are always trying to find out stuff. We are always seeking information. And most especially because we now realize that we can get informed any moment of the day. Whether it is stuff they want to buy, or just stuff that they are curious about.

Helping people know more about stuff can put you in very good standing with them whenever they want to buy that stuff in the future. 
So think.....is there an opportunity there?

e.g. There is a sudden hike in Nigerian women's searches for information about baby food (even though most will still buy their baby's food from the shop next door).
Your company sells baby food.
What to do?
 

2. Want To Do Moments

Very similar to want to know moments because it is also about learning. But these are "Show Me How" searches that people are making to learn how to do things.

These searches are much more frequently done on YouTube, which is a video (long and short) streaming website that bears some of the qualities of a search engine as well as some qualities of a social network. 

I personally learned how to navigate the user interface of the Google Analytics tool by watching a YouTube video. Today I am a practicing Certified Google Analytics professional. 

Other people are using YouTube videos to learn how to prepare Gbegiri Soup, or how to snap a screenshot with a Samsung Galaxy S4, and so on.

Again, imagine a company that sells instant Amala powder or Poundo Yam should be taking advantage of promoting videos such as this. 

3. Want To Buy Moments

I would say this type are the only moments that the few digital marketers in Nigeria are paying attention to right now. 
Funny thing is that these are among the fewest comparatively among the shoppers moments of intent.
Shoppers searchers here are usually more specific.
"Cheap men's loafers". "3.5 KvA generator with delivery". "Pizza in Wuye area Abuja".

It would be funny if you sold men's loafers, generators or Pizza, and were not thinking of how to make yourself visible for such queries.
 

4. Want To Go Moments

Are simple. They want to go somewhere. Sometimes they are already driving, or already walking. And they ask Google questions like "Suya Spot near me" or "Good restaurants in Lekki". This usually works best when the searcher uses geo-locating services on their mobile devices by the way.

I remember a friend of mine once searching for "Drycleaners and Laundromats close to 1004", but none of these dudes offering this service was smart enough.

Extra. Want To Express Moments

This is mostly observable on social media. You may call it the new selfie craze.
Like it or not, people all over the world are crazy about their selfies. It seems to be instinctive human behavior. 
And here in Africa, it seems to me that we are even more selfie crazy. But it is not just about selfies; it appears that people want to be showing off their food, their trophies, their medals, their badges, etc.

There could be opportunities here as well. But I prefer you think (that magic word again) of a clever way to spot and respond to this opportunities and tell me in the comments. 
Or better still, come and ask me in private via any of my social channels using this unique hashtag = #OrimsThinkExpress

Hahaa!

So there you have it!
These are the moments that matter!
But each industry has its own unique moments, and you should be learning how to master those moments.
Unless, of course, you want the future to rob your business of its position in that industry.
Thanks for reading.


If my writing has any positive impact on your marketing, or if you have more questions, please connect with me and let me know. I would love to discuss more with you. 
You can find me on Google Plus, Twitter and LinkedIn. 
Also come and ask broader questions about the Web as it related to Africa in the Digital Community where I am one of the moderators.  

See you there.
You may get further reading on the ZMOT in my other post which has Nigerian examples.











  

The First Moment Of Truth

What Is The FMOT?

The First Moment Of Truth is the 3 to 7 seconds that it takes for a shopper browsing a store shelf to make up her/his mind on whether they are going to go home with your product or one of the competitors' versions that are close to it on the shelf. 

It was coined by Procter & Gamble in 2003, when they understood that a shopper's eyes typically swept through a store shelf full of products - theirs and their competitions'.
The brevity of the period of attention for each item meant that gaining the advantage for their own products was critical. 

Activities usually related with FMOT are in-store advertising, branded shelves, product packaging, interactive kiosks, digital store signage and even coupons.
And yet FMOT marketing is not so much about those examples as it is about the thinking behind them. 

Which is why I should add that point-of-sale promotions had been in existence before the FMOT was coined (eventhough the traditional advertising world hadn't paid quite as much attention to it). So I am not actually giving absolute provenance to P&G here.
What they accomplished was to fashion a concept and mental model out of it. They separated it from the stimulus stage of advertising (i.e. TV, cable, radio, magazines, billboards, etc), trimmed their spending on those while allocating the freed-up funds to it; and even set up a department for it - run by a Director of FMOT.

Stimulus – (where psychology meets advertising) stimulus is exposure to advertising messages however insignificant such exposure might be. For an advert to be consciously processed by a would-be customer, their attention is essential.  Hence, P&G felt a lot still needed to be done after this stage.

So I submit to you that it is less about the activities and more about the cultivated mindset - i.e. the discipline you put into research, planning and implementation of your FMOT campaigns.

Let me illustrate:

Imagine that you recently got ₦2 million loan from your uncle to start that wonderful t-shirt printing business you've always wanted.
After striking  a deal with the likes of Mega Plaza and Spar, you realized you had to be careful how you promoted your wares since you had spent a reasonable amount of your cash on store space.

Hence you opted for a FMOT strategy instead of the unnecessarily expensive form of mainstream advertising. (i.e. those earlier mentioned above - tv, magazines, etc). You had learned from me that it was a disciplined, customer-oriented way of thinking about the store - as a type of battle ground. Therefore you came up with ideas that you could afford:

You hired 3 store agents. You had some simple standing signs made, and printed some cool flyers, because let's face it, you are indeed a very creative person.

The whole idea here was that, just like P&G, you had now understood that shoppers did not come to the store with their minds already made up about what they came to buy. They may come for one item but leave with four more. Or they could come in for one product and leave with another entirely. 

The thinking here is that if you can invest time, energy and resources into increasing the likelihood of shoppers choosing your product, then you are likely going to win at the First Moment Of Truth. 

So anyway mid-way into the first day you call your 3 sales agents and they all report tremendous sales. You then start to wonder, "Are my t-shirts that pretty? Or is my FMOT strategy working much better than I expected?"
You decided to try something else; you switched your best performing sales agent with the least performing one. 
And since you couldn't afford to print in-store coupons, you decided to do something similar: You gave every customer the privilege to come back wearing their t-shirts and get a 20% discount for their next purchase 

This has the added benefit of using your customers as live models to advertise your t-shirts right there in the store - the first moment of truth - for other customers.

And the best part of this is that you did not get this idea from me. You came up with it yourself.....now that you are developing the mindset. You can keep observing (or gathering information) the process as you implement and reiterate. As your profits increase and your business grows you will also consider adding the ZMOT strategy and even traditional advertising or guerilla marketing techniques if need be. Read more about ZMOT here.

Now the funny thing is that since P&G came up with this many marketers in Africa (or in Nigeria at least) have still not caught on as much as they have abroad. 
Yes, a few businesses are giving out coupons to help make sales, they even create large indoor signs and have them strategically located in your line of sight as you approach their product's isle. 

But to be honest, they only do some of these things only because they see others do them. Hopefully, after reading this, a marketer in the retail sector would be better equipped to do battle at the FMOT.
I will not likely be writing about the Second Moment Of Truth (SMOT) because that is the experience stage of the product. It occurs with the consumer's use of the product, and it mainly boils down to the actual quality of that product. Marketing does play a role there as well, but one that is out of the scope of this article.

I am expecting your comments or questions.
Let me know what your experience is at the popular stores around Africa. What are marketers doing to grab your attention on the isles?
Do you know that FMOT principles could be applied to online stores as well? Even airports, cinema halls, hospitals. In fact, almost anywhere you can find a cashier. ☺

How To Search For Old Posts On Google+

I am writing this short post because I have noticed a growing number of people who constantly complain about Google+'s search feature.   

Yes, some folks actually do complain about the Google+ search feature!!! Here's a recent one, in a discussion on Mike Allton's post on G+ 

Yeah, wow! I know!
I find it pretty amazing as well!!!

So anyway, I decided to share this simple tutorial on how to make use of the Google+ search feature to find posts that are 3 days old or those that are 3 years old. 

But let me quickly point out to those who actually compare with Facebook, that first of all, even though I have really come to like G+, I am not one of those people who get combative in favour of G+ against Facebook or any other network. To be honest, I couldn't care less what side ends up winning the Fan Wars; Just like I couldn't care less who "eventually won" the iOS vs. Android Fan Wars, and all of those shenanigans.

By the way, if you are African, and you are new to Google+, please take a look at this post. You might also want to look at my ZMOT article if you are a social media marketer or other digital marketer of sorts. 

STOP COMPARING APPLES TO LOLLIPOPS!

So having said all that let me now clarify the unnecessary Facebook/G+ comparison:

I know without a doubt that the Facebook search feature is by far the most wretched of all social network search features. i.e. their desktop search on Facebook (I don't use Facebook on smartphones, but I guess if it sucks on desktop, then surely it must also..........). 

I am willing to bet that what those folks mean by "easily finding previous posts on Facebook", is that they merely go through their notifications to find old posts. 

And yes indeed, Google+ purges notifications after you have treated them (i.e. visited the post you are being notified about). 

So this poses a problem to a user who probably has a reason to return to a post he/she had been engaging with, but is not currently getting any attention (and therefore not triggering any new notifications).
To solve this problem from the perspective a Facebook user is pretty simple:

Simply click on your Notifications icon on your Google+ and scroll down to select "Previously read" at the bottom, and voila!!! 
You are just as you were on Facebook! 
Yeepee!!!! 
:(

Google+ Ninjas Be Finding Sh*t All Day.....

So now I want to talk to you about becoming much more of a "finder" than you could have ever dreamed of being on Facebook or any other social network:

Say you want to find some very interesting and very heated argument you had about Tesla Motors and Solar City on some guy's post that you don't even know or follow, and it happened sometime in 2013. 

Please! Attempt to tell me you have a prayer of finding such on Facebook or Twitter or LinkedIn?!

Now let me show you how to do it:

Searching is about strings or keywords (for now). So in the G+ search bar, you would need to remember certain keywords (the more unique they are the better).

You could pick [Tesla]; you could pick [SolarCity]; you could pick [name of poster] (if you remember their name - especially if he had some unique name like Wolfgang Bohemian or something. lol ). 
It could also help if some term like [Lithium-Ion] or [fossil-fuel] was repeated by you are some others within the comments. Then finally you would need to add [your name], but only if you participated in the comments of the post. So 3 to 5 keywords should take you to that post with ease. Try it!

Here's an example from how I found the post I mentioned earlier:

This next example is one where I hadn't engaged on the post. It only flashed by on my stream, and I came back the next day to look for it. And voila!

Again, let me say you can try it with this very post (i.e. the one attached to this article > Here <  )

If you want to find this post 4 years from now, simply go to G+ search and type [Rotimi Orims] + [Google+ Facebook Search] + [Your name].
If you are not following me, and you did not comment on it, then try it this way:
[Rotimi Orims] + [Google+ Facebook Search] + [the name of the person who surfaced it into your stream] (they either liked it or commented on it).
Or you may add the term [Search Africa] in it as well.

The idea is that, if the post was memorable enough to make you want to take another look at it, then surely if you tried a bit harder, you would remember some keywords and terms that were used in it or in its comments!
And you would find it easily......on Google+

By the way, if you want to become a Ninja-Shogun-Samurai Google+ searcher (Translated: If you want to learn more useful tips) then you can turn to this resource here. 



Thanks for reading.


If you have anything to add to this (and I am sure there is much to add) please feel free to do so. Also feel free to ask any questions about anything you like. You would also find I am quite open to harsh criticism and interrogation, if that's what you prefer. ;)