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Thursday, June 2, 2016

7 Tough Lessons I Learned Running Inbound's UX Design

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7 Tough Lessons I Learned Running Inbound's UX Design

 in DESIGN UX PEOPLE AND CULTURE  3113 views  Flag
I first saw inbound.org in May 2015. A guy named Dharmesh sent me a link and said he was looking for an awesome designer. I took a look at the website: it wasn't impressive. The product looked old, bloated, and complicated. But then Dharmesh told me the story behind inbound.org and how he and Rand started it. He also shared his bold vision and future plans. This was a challenge worth taking!
We started to work together. During the next six months we tried a lot of ideas and strategies. Some of them worked, some of them failed. Here's what I’ve learned:

1. UX = USER experience

User Experience is a funny thing. It's technical but also profoundly human. It's intuitive but it also relies on data. It's about the people yet it's done on machines. It's creative but it's also conventional. There are a lot of contradictions that go into this practice. That's why you'll find a lot of weird people working in this field. It's not easy to be passionate about Freud, Picasso, Tim Berners Lee, and Justin Bieber at the same time.
With all this different things to care about, it's easy to forget the core thing: the actual users. Yeah, USER Experience is actually about the USERS. All the tools, techniques and frameworks represent the road, not the destination.
In the first month we got so involved in the projects, daily communication, and management that we neglected the users. Well, that's only one part of the story. I was also scared of doing user interviews and questionnaires. I suspected that we’d find out a lot of stuff we didn’t want to hear. My assumption was right, my decision was wrong. Inside my heart I knew I dropped the ball on this one.
A couple of months later we got back on track with user research. We did interviews, surveys, and tracked the NPS. Did the users have all the answers? Hell, no. There were a lot of grey areas. The team had to make a lot of decisions based on our gut feeling.
Especially when we launched new features or killed old ones in the search for product/market fit. That's the startup world. There will always be risk, uncertainty, and fear. That's also the reason why it's exciting and magic.
When you do UX work, try to remember the only person who doesn't have a seat at your meetings: The User.

2. If you want the biggest leverage, start with the elephant in the room

We started small, designing new features and updating old ones. It didn't take long before I realized that we have thousands of features and a design team of one: me.Also, things were changing every day, like in any startup. Slack was firing up hundreds of messages and everybody had a cool new idea to chase. What to do?
I had a thought: what if I start with the big stuff first? I was kind of scared to tackle huge projects in my first months. What if they fail? What if Dharmesh or Sam, our manager, think I'm not good enough? I'm in for the long run, right? Start small and take on bigger challenges little by little whispered a familiar voice. Yet, that voice didn't get me anywhere worth going. I was scared but I decided to start big anyway. I worked on the homepage, notifications, and a couple of other key features. Everybody was excited. But then I took a look at the development backlog and froze. It would take months to release this stuff. Andrei and Mike (the devs) were working like crazy but something was not working with this strategy...
The second thing we tried was to create a UI Kit. The plan was to code it and use it to update the key areas fast. The idea pivoted in a full redesign we did a couple of months later, in early November. People were excited about the new design. inbound.org finally looked like a 2016 startup. We had a sense of accomplishment. We felt good about ourselves. Hell, we were feeling like superheroes. Yet, I couldn't help to ask myself: was it a good move from a business point of view?
In reality, our metrics didn't change much after the redesign. We were growing super fast but we churned a lot of users too. We still had a bloated product and a lot of legacy features. Launching something took forever. We didn't know exactly what was the impact of the work we did. We needed to get in line with the metrics. I decided to advocate the need for an updated set of metrics, one we can all agree on. This wasn’t in my job description but we were a small, commando like team so I took a shot.
At that moment my decisions looked bold and risky. Looking back I realize it took me five months to start chasing the most important things: metrics and mindset. This wasn't about skills, knowledge, or anything. It was all about courage. It's easy to get caught up in daily execution and miss the end goal.
Good UX requires bold moves.

3. Team alignment is not just motivational bullshit #metrics

People are different. They care about different things and view the world in a different way. And that's a great thing! It's also one of the biggest challenges a team needs to overcome.
How can each member keep a different perspective while working towards a common goal? I had the chance to work and party with some amazingly talented people: Dharmesh, Sam, Andrei, Mary, Lauren, Brian, Ed, Harry, Ionut, George, Nina, Keri. We had mad skills. We were also working in slightly different directions. Everyone had a different perspective about what inbound.org was and should be.
Setting bold goals, doing awesome meetings and wearing cool startup swag may pump you up. Yet if you don't have all the people aligned in the same direction it's hard to get consistent results. And yeah, from time to time, even startups need results :) . One way to get the people on the same page is to have a common vision. Dharmesh did a great job on this one, laying down the general direction. Another thing that helps is setting a common set of metrics. And being able to measure those metrics.
Data analysis was something we were struggling with. Making the transition to a data mindset was a long and grueling process, at least in startup terms. It took us about three months. Part of it was the understaffed dev team, different viewpoints, and our team structure. Switching more towards data implied that the culture needed to change. And changing a culture is HARD.
In our case, data wasn't about data. Data was about people. Data was about us. After a lot of emails, discussions, pitches, chance events, and serendipity, we admitted something obvious. We were amazing at acquisition and we sucked at retaining and engaging users. We were still looking for the product/market fit grail. That realization hit us hard, to the core. We all knew we were entering a new era.
After that moment, inbound.org had a new core metric: Weekly Active Users (WAU). I didn't know it at the time but that decision would change everything. Including my role: in less than two months, I would be leaving the team.

4. Life is short. Get your priorities straight

We never have enough time. Still, we can achieve more than we can hope for, when we focus on the right things. For example, my design side loves to spend countless hours crafting small, beautiful details. On the other hand, my business side knows that's a stupid thing to do if we haven't achieved product/market fit. It's like you’re investing in a special paint for your car when you don’t have enough cash to buy the wheels.
But where do you find the biggest leverage? From my perspective you can find it at the intersection of vision, user research, data, gut feeling, and team dynamics. Sometimes the priorities are obvious. Sometimes things become clearer in the process. It was our case with CRO. We invested in optimization too early, when we weren't ready for it. We also didn't have anyone really passionate about this topic on the team so we decided to kill it altogether. Full disclosure: CRO was my idea. I pitched it at our first get together in Boston. Most of us were convinced that it was something we needed to do. But it wasn't right for us, so we decided to drop it. It was a hit to my ego and a win to the team.
Being busy is easy. You just brainstorm, get 100 ideas and add them all to the backlog. It also feeds your insecurities. It's easy to think: I must do something right? It's like dynamite fishing. Except it doesn't work. It didn't work for inbound.org either. We were chasing too many projects with too little resources behind them. Saying yes wholeheartedly to a few great things requires to say no to a thousand good enough things. It hurts in the moment but it’s also liberating.
Getting shit done is not enough. From time to time it helps to get the right shit done.

5. Spending time with your users is pure gold

In September last year I had the chance to attend the annual INBOUND event in Boston. It was marketing heaven: around 14,000 marketers, hundreds of world-renowned speakers, and an electric atmosphere. The inbound.org team had a cool booth right by one of the main entrances to the keynote hall. Ed did an amazing job preparing our strategy and tactics for the event. Everyone on the team spoke directly with our users and with potential users. We soon realized that the potential users didn’t understand what inbound.org is all about.
We had a carefully crafted sales pitch and some cool swag but we couldn't get their interest. We could tell they don't care. Most of our assumptions, cool ideas, strategies, and schemes were smacked to the ground in the first day.
Andrei, our CTO, coined the phrase of the week: “we are not our users”. Those interactions had such a profound impact that all of us changed our mindset in just a couple of days. It helps to look at some numbers or reports about "the users". It's a different thing altogether to connect with another person over a meaningful conversation. The energy is so powerful. If you ever need to get someone on the same page with the users just throw them in a room with 10 of them. Let the users speak, and politely ask your colleague to just listen for 30 minutes. Something magic will happen in that room. This strategy also works with C-Level people and founders.
Whenever you can spend time live with your users please take it. It's one of the best investments you can make. Some things are waaaaaaay better done in the old school, offline mode.
A part of the inbound.org team at the annual INBOUND event in Boston

6. Welcome to UX, we have politics and sales

In the same way it takes a village to raise a child, it also takes a village to do good UX. The final experience is a collaboration between designers, developers, marketers, managers, users, and other stakeholders. It's childish to presume that the UX is solely the product of UX designers. Yet, we (the UX people) still like to get invested in this fantasy.
UX is a collaborative effort. But shouldn't the designers control the process? The truth is that no single person can control the process. There are just too many parts of the story. The final user experience is the average of every person on the team. Instead of fighting people who don't understand UX, we can help them to make better decisions. We can share information about the users and design. We can show insights in a compelling way and come up with solid arguments on the proposals. We can let our ego aside for a moment. The team will be happier. The users will be happier. And as a result, we’ll be happier.
Here's a story about the inbound.org redesign. After some external events, the team decided to go full throttle with this project. The dev team was super determined. They lead the way. Me and my colleagues Ionut worked about three weeks on creating a new design style. In just one weekend, Mike, one of our developers took it and changed it. A lot. Was it a bad move? No. But it wasn't "our design" anymore.
At the same time I saw that Mike transferred a lot of his enthusiasm to the team. They were excited as well. The team was aligned behind Mike's design. I took a breath, let my ego feel like crap and said: great job Mike! When are you guys implementing it? He and Andrei did the full redesign, a monster job, in less than a week.
Being an UX "expert" is important. So is having a heart.

7. Users don't care about UX, Users care about themselves

So do we, the marketing and tech people. For example, we don't care about the amazing design of an ice cream stand if the ice cream sucks. Maybe the owner will feel hurt. So what? We don't think about that. We're just like our users. Human.
People want to get things done. If they can do it fast and easy, they're happy. If not, they don't care about how many hours, weeks or months you spent on the features. It doesn't matter.
During my stay at inbound.org we did a lot of cool projects we loved as a team. A lot of that stuff didn't move the needle. The users were merciless. They always are. We also did a lot of amazing, structural stuff that set the stage for the next level of inbound.org. For example, the main metric for the product switched from Growth to Weekly Active Users. Personally, I was happy with that change. I felt that users have a proper seat at the table. They finally have a voice. In a way, inbound.org had gone full circle, to its roots.
I feel that I used too many words to express some simple truths.
In a way, UX is simple: the X always follows the U. The Experience follows the User. That's all.
PS: In January 2016, after seven months, I left the inbound.org team. Looking back it feels like I've spent five years on this project. Leaving the team hurt for a while, then life found its course. I don't miss a lot of things. But I do miss the people and our crazy chemistry and enthusiasm when we rallied around a common goal. I also miss those PBRs in shitty dive bars and the nice, fancy dinners with funny, weird conversations. Thank you all for the ride!
PS2: After Sam left inbound.org to lead a fresh initiative at HubSpot, I was offered a cool, full time position. It was hard, but I decided to turn it down so I could chase a couple of soul projects (writing, cartooning, video) that were long due. I also do UX consulting on a side, from time to time. My focus now is to make SaaS products easy and fun to use. I hope inbound.org will continue to grow like crazy and inspire a new generation of marketers.
Enough with my story, I'd love to hear your stories and challenges around User Experience. Let's start a conversation here. You can also connect with me on my product blog - MightyProduct.com or my agency -TripleMagic.


Resource: https://inbound.org/blog/7-tough-lessons-i-learned-running-inbounds-ux-design?ipt=3ea7fdbb612d8b51aff20059f42bee8a&utm_campaign=Inbound.org+Digest&utm_source=hs_email&utm_medium=email&utm_content=30176880&_hsenc=p2ANqtz-8azBavYVmC0Ty1PKzG6Kp0mQgxpiZDU-KhzPcgG8A4flSNt3rHqG_NTK0rzNjqXQdR3lNrxulOebbfvySLPWMyegZ1Cg&_hsmi=30176882



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Berapa sih nilai dari blog gue DALAM DOLLAR  ? http://richardnata.blogspot.com/2015/04/berapa-sih-nilai-dari-blog-gue-dalam.html


Need a professional writer? Fiction and non-fiction? contact richard.nata@yahoo.co.id
Let me introduce myself. My name is Richard Nata. I am an author, novelist, blogger and ghost writer. My articles, including short stories have been published in magazines and newspapers since 1994. I have written a lot of books, both fiction and non-fiction. So I was a professional in the field of writing, both fiction and non-fiction.

I was born in Jakarta, August 17, 1968.  

In 1988, at the age of 20 years, I started working as an accounting staff. Age 24 years has occupied the position of Finance Manager. Age 26 years as a General Manager.

In 1994, my articles published in magazines and tabloids.

In 1997, I wrote a book entitled "Buku Pintar Mencari Kerja". This book is reprinted as much as 8 times. Through the book, the authors successfully helped tens of thousands of people get jobs at once successful in their careers. They were also successful when moving to work in other places.

In 1998, I started investing in shares on Bursa Efek Indonesia (Indonesia stock exchange). As a result of investing in the stock market then I can provide consulting services for companies that want to go public in Indonesia stock exchange.

more information :
1. IPO KAN PERUSAHAAN ANDA DI BEI, TRIK TERCEPAT MENJADIKAN ANDA SEORANG KONGLOMERAT. brand, ideas, story, style, my life: IPO KAN PERUSAHAAN ANDA DI BEI, TRIK TERCEPAT MENJADIKAN ANDA SEORANG KONGLOMERAT.
2. JASA KONSULTAN GO PUBLIC ( IPO ) DI BURSA EFEK INDONESIA. 


BUKU PINTAR DAPAT KERJA GAJI TINGGI PINDAH KERJA GAJI SEMAKIN TINGGI made by retyping the book BEST SELLER of the author, entitled “Buku Pintar Mencari Kerja”. This ebook available on google play.

In 2015, I had the idea of a startup company where the readers can decide for themselves the next story. WASN'T THIS A GREAT IDEA? IF can be realized WILL BE WORTH billions USD. Because CAN PRODUCE FOR MILLIONS OF DOLLARS even tens of millions USD annually. 

In theory, in 10-20 years into the future, my startup income, amounting to hundreds of million USD annually can be obtained easily. AND IF FOLLOWED BY MANY COMPANIES IN THE WHOLE WORLD WILL THEN BE A NEW INDUSTRIAL worth trillions USD. 

To be honest. Currently I'm not having a lot of money. So I start marketing my startup with blogspot.

My STARTUP :


A story with millions of choices in it - looking investor like you.



Try to imagine this. When you're reading a story on the web or blog, you are given two choices. You can choose the next story based on your own choice. After selecting then you can continue reading the story. Shortly afterwards you will be presented back to the 2 other options. The next choice is up to you. Then you continue the story you are reading. After that you will be faced again with 2 choices. So onwards. The more stories you read so the more options you have taken.


If you feel curious then you can re-read the story by changing your selection. Then you will see a different story with the story that you have read previously. The question now is why is this so? Because the storyline will be varying according to your choice. 


I, as the author is planning to make tens of thousands of articles with millions of choices in it. With tens of thousands of articles then you like to see a show of your favorite series on TV for several years. The difference is while watching your favorite TV series, then you can not change the story. Meanwhile, if you read this story then you can alter the way the story according to your own choice.

You might say like this. Sounds like a book "choose your own adventure". Books I read when I was young.

Correctly. The idea is taken from there. But if you read through a book, the story is not so exciting. Due to the limited number of pages. When a child first you may already feel interesting. But if you re-read the book now then becomes no fun anymore because you don't get anything with the amount of 100-200 pages. 

Have you ever heard of game books?  When you were boy or girl, did you like reading game books? I think you've heard even happy to read it.

Gamebooks are sometimes informally called choose your own adventure books or CYOA which is also the name of the Choose Your Own Adventure series published byBantam BooksGamebook - Wikipedia, the free encyclopedia
Gamebook - Wikipedia, the free encyclopedia

A gamebook is a work of fiction that allows the reader to participate in the story by making effective choices. The narrative branches along various paths through the use of numbered paragraphs or pages.
Lihat preview menurut Yahoo

Bantam Books with the Choose Your Own Adventure 

series has produced more than 250 million US 

dollars. While I offer you more powerful than the Choose 

Your Own Adventure. Because of what? Because the 

story that I made much more interesting than the stories 

created by the authors of Bantam Books. You will not get anything just to 100-200 pages. While the story that I created is made up of tens of thousands of articles with millions of choices in it.

For comparison are the books published with the theme "choose your own adventure" produces more than 250 million copies worldwide. If the average price of a book for 5 USD, the industry has produced more than 1.5 billion USD. But unfortunately this industry has been abandoned because the reader begins to feel bored. The last book was published entitled "The Gorillas of Uganda (prev." Search for the Mountain Gorillas ")". And this book was published in 2013.

Based on the above, then you are faced with two choices. Are you interested in reading my story is? Or you are not interested at all. The choice is in your hands.
If you are interested then spread widely disseminated this article to your family, friends, neighbors, and relatives. You can also distribute it on facebook, twitter, goggle +, or other social media that this article be viral in the world. By doing so it is a new entertainment industry has been created.

Its creator named Richard Nata.

The full articles that talks about this: 
  



WHY DO I NEED STARTUP FUNDS FROM INVESTORS? I NEED A LOT OF FUNDS FROM INVESTORS BECAUSE I HAVE TO LOOKING FOR EXPERT PROGRAMMERS(IT).BECAUSE THE DATA IS HANDLED IS VERY LARGE, IT MAY HAVE TO WEAR SOME PROGRAMMERS(IT).

I CAN NOT WEAR SOME FREELANCE PROGRAMMER BECAUSE THE DATA MUST BE MONITORED CONTINUOUSLY FROM VIRUSES, MALWARE, SPAM, AND OTHERS.

IN ADDITION FUNDS FROM INVESTORS IS ALSO USED TO BUY SERVERS WITH VERY LARGE CAPACITY. FUNDS ARE ALSO USED TO PAY EMPLOYEE SALARIES AND OPERATIONAL COSTS OF THE COMPANY.

FUNDS CAN ALSO BE USED FOR ADVERTISING AND OTHER MARKETING STRATEGIES.FUNDS CAN ALSO BE USED TO ADVERTISE MY STARTUP AND OTHER MARKETING STRATEGIES.

IF I GET A VERY LARGE FUND, THE PART OF THE FUNDS USED TO TRANSLATE THE STORY INTO VARIOUS LANGUAGES.With more and more languages, the more readers we get.
WITH MORE AND MORE READERS, THE MORE REVENUE WE GET. 

AS AN INVESTOR THEN YOU DO NOT HAVE TO FEEL ANXIOUS ABOUT YOUR FUNDS. BECAUSE YOUR FUNDS WILL NEVER BE LOST BECAUSE IN 3-5 YEARS YOU HAVE RETURNED THE FUNDS COUPLED WITH PROFIT.
THIS BUSINESS IS ONE AND THE ONLY ONE IN THE WORLD.

If we can make a good story, so that the readers will 

come again and again for further reading the story then 

our earnings will continue to grow and will never 

diminish. This is due to new readers who continued  to 

arrive, while long remained loyal readers become our 

customers.

So that the number of our readers will continue to 

multiply over time. With the increasing number of loyal 

readership then automatically the amount of income we 

will also grow larger every year. The same thing 

happened in yahoo, google, facebook, twitter, linkedin, 

and others when they still startup.

Deuteronomy {28:13} And the LORD shall make thee the 

head, and not the tail; and thou shalt be above only, and 

thou shalt not be beneath; if that thou hearken unto the commandments of the LORD thy God, which I command thee this day, to observe and to do [them: ]

Try to imagine this. If I give a very unique story. It was the first time in the world. But the world already know this story even liked it. Because the world love the game books. While the story that I made is the development of game books.
Do you Believe if I dare say if I will succeed because my story will be famous all over the world as Harry Potter?
I believe it. Not because I was the author of the story, but because of the story that I made is unique and the only one in the world. 
Income from my startup :
1. Ads. With millions of unique visitors, the price of the ads will be expensive.
2. Affiliate marketing. In addition to advertising, we are also able to put up some banner from affiliate marketing.
3. Contribution of the readers. If you have a million readers and every reader to pay one US dollar per year then you will get the income of one million US dollars per year. 
If you have a million readers and every reader to pay one US dollar per month then you will get as much revenue twelve million US dollars per year.
4. Books and Comics. After getting hundreds of thousands to the millions of readers of the story will be made in books and the form of a picture story (comics).
5. Movies. If we have a good story with millions of readers then quickly we will be offered to make a film based on the story.
6. Merchandise related to characters. After the movies there will be made an offer for the sale of goods related to the characters.
7. Sales. With millions of email that we have collected from our readers so we can sell anything to them.
    Each income (1-7) worth millions to tens of millions of US dollars. 
    Because each income (1-7) worth millions to tens of millions of US dollars. Then in 10-20 years into the future, AI will be earning hundreds of million USD annually.
So how long do you think my story that I made could gather a thousand readers? Ten thousand readers? One hundred thousand readers? A million readers? Five million readers? Ten million readers? More than ten million readers?
But to get all of it of course takes time, can not be instant. In addition, it takes hard work, big funds and placement of the right people in the right positions.
By advertising, viral marketing, strong marketing strategies and SEO then a million readers can be done in less than a year. Ten million readers can be done in two to three years.
This is the marketing strategy of my startup.
When hundreds of thousands or millions of readers already liked my story then they have to pay to enjoy the story that I made.
If you are a visionary then you will think like this.
With the help of my great name in the world of business, my expertise in marketing, advertising, marketing by mouth, viral marketing, then collecting a million readers to ten million readers will be easy to obtain. Is not that right?
The question now is what if people like my story as they like Harry Potter? You will get tens of millions or even hundreds of millions of email addresses from readers. With that much email, we can sell anything to the readers.
Since April 2013, Wikipedia has around 26 million articles in 285 languages are written by 39 million registered users and a variety of anonymous people who are not known from other parts of the world.  Web ranked by Alexa, Wikipedia is a famous website number 6 which has been visited by 12% of all Internet users with 80 million visitors every month and it is only from the calculation of America.

resource : http://www.tahupedia.com/content/show/136/Sejarah-dan-Asal-Mula-Wikipedia

If no Wikipedia then need hundreds of thousands to millions of books required to make 26 million articles in 285 languages into books.

With the Wikipedia then people started to leave to read a book or books to seek knowledge about a subject or many subjects.

The same thing will happen. Read a story in a book or books to be abandoned. Read a story with millions of choices on the web or blog is far more interesting than reading a book or books. 

So what happens next? In 10-20 years ahead then read a story in a book to be abandoned. Otherwise my startup will grow and continue to develop into a new entertainment industry.

New entertainment industry, where I was a forerunner startup will continue to evolve. 
Therefore, in 10-20 years into the future, my startup will be earning hundreds of million USD annually.

So do not delay. Invest your money immediately to my startup. Take A Look. There are so many advantages if you want to invest in my startup.
WHY YOU SHOULD INVEST YOUR MONEY RIGHT NOW? .
IF YOU INVEST YOUR FUNDS IN ONE, TWO OR THREE YEARS INTO THE FUTURE, YOU MAY BE TOO LATE.
BECAUSE IN 1-3 YEARS INTO THE FUTURE THEN I'VE GOT THE FUNDS. THE FUNDS CAN COME FROM SOME INVESTORS, LOANS FROM BANKS OR FROM ADVERTISEMENTS POSTED ON MY BLOG.

IF I'VE GOT A LARGE AMOUNT OF FUNDS THEN I'VE NO NEED OF YOUR FUNDS. SO INVEST NOW OR NOT AT ALL.

My BLOG started to be written January 11, 2015. TODAY, MAY 30, 2015, THE NUMBER OF CLICKS HAS REACHED 56,750. SO FAR SO GOOD.

If I get big funds from investors then with a quick story that I wrote will spread throughout the world.

So I got acceleration because I can put ads in a large variety of media such as Google AdWords, Facebook, and others. I also can perform a variety of other marketing strategies.
If I do not get funding from investors then my story would still spread throughout the world. But with a longer time, Slow but sure.

So either I get funding from investors or not, the story that I wrote will remain spread throughout the world. Ha ... 7x

So don't worry, be happy.

My advice to you is you should think whether the data that I have provided to you makes sense or not .
If my data reasonable then immediately invest your funds as soon as possible.

Then we discuss how we plan further cooperation.

Thank you.
Lord Jesus bless you.
Amen
P.S. The offer letter I gave also to the hedge funds and 

venture capital and other major companies 

in the entire 

world. So who is fast then he will get it.


P.P.S. In addition, there is one more thing I 

want to tell you. If a story can generate tens 

of millions of US dollars, then what if made 


many stories? Then why do not you make 2, 3 or many stories? You will get hundreds of million USD annually.

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