January 20, 2021
Marketing is creation. Content creation, media creation, lead creation. Call it whatever you want.
Marketing is perceived results. Marketing is perceived changes. Marketing is perceived effects. Marketing is perceived outcomes. Marketing is perceived impact. Marketing is perception.
Everything you know, everything you do, everything you say, and everything you buy is influenced by your perception. You have to craft your work alongside Perception Optimization.
Marketing is perception from those you seek to change.
If it’s in your head, it doesn’t count.
Make something, or it doesn’t count.
If a tree falls in the forest, and no one hears it, does it make a sound?
Your work can make vibrations, but if no one hears anything, nothing changes.
Do you expect the world to lie in wait for you to do something great and then rush out and welcome it? Everyone is far too busy with their own work. Opportunities don’t visit caves.
Make something and present it well.
Your work has to be perceived in just the right way so that people will set aside what they’re doing, look at what you’ve done, really look at it, and come back and say, ”Hey, check this out.”
Your work needs to change how the people who share it are perceived.
Does their life get better if they tell other people about it?
If sharing your work doesn’t make people look good when they share it, it won’t get shared. People only care about what you can do for them.
If the world could benefit from your work—and it would—let it. If your work isn’t shared, it’s lost, and the change you seek to make doesn’t happen.
Don’t let your work fall in the forest where no one hears it.
Make a ruckus.
Marketing may not matter to you, but the perception of your work might put off the people you seek to serve. If they don’t take note of your work, you won’t get credit.
The hard part for many of us is that we can’t read the label from inside the jar. We don’t know where we need to go or the change we need to make. Even if we do it for a living, we sometimes need others to help us when it comes to ourselves.
But that doesn’t mean everyone’s opinion matters. And it doesn’t mean we should have an irrational and unproductive obsession with what other people think of us.
Remember, everyone is far too busy with their own work.
Find the others and hold each other accountable.
Set intentions and goals among shared interests and regularly require holding each other accountable.
It’s easy to feel like no one believes in you; most journeys start lonely, paired only by a blazing internal belief. External validation comes after your work is perceived in just the right ways.
Figure things out in public.
You have to believe in the value of your work.
The best real direct measure of your work is change in human behavior. What do they do with it?
Nothing? Not enough?
Your work is a vehicle for change. If no change happens, get back to working on how it’s perceived.
People only ever want one thing—solutions to problems. Solutions that make them look good and help them achieve their goals.
Your boss wants a problem solver, not a problem bringer.
Everyone has problems they want to solve, and they want the magic bullet.
It’s a hard pill to swallow, but people don’t care as much about preventives; they want the cure to the problem currently at the front of their mind.
Find the results the people you seek to serve want most and communicate it to them.
Don‘t know who that is? It’s the smallest amount of people needed to convert their attention into enough sales to support your work.
Any argument of what a company is for dies without money.
How much you get paid is directly tied to your ability to convert attention to a sale.
People want to be sold. People are willing and able to pay you to help them move forward with their problems.
Help people move forward with their problems.
Communicate the problem and solution clearly—your offering. And then sell it with reciprocity, commitment and consistency, social proof, liking, authority, and scarcity.
People don’t buy the best product. They buy the best story. Nobody wants what you make; they want what it will do for them and how it will make them feel.
Anything you sell is a road to achieve those emotions—those outcomes.
Focus on emotions, not tactics.
You can’t create these emotions, but you can channel and direct them towards your solution.
Channel emotions toward your solution.
For maximum potential, apply a solution to urgent, intense desires with the inability to became satiated and whose afflicted numbers are large enough to pay you well.
Communicate that desire and reinforce it succinctly with everything you do.
Use what your solution does as proof to others that you can satisfy their desires.
Those you seek to serve must identify with your work before they can buy from you. It must be their headline, their problem, and their state of mind at that particular moment.
Articulate the problem and solution well and you’ll have a vision that leaves people with a clear identity and purpose.
Reject more people than you attract.
You have responsibilities towards those you seek to change.
A responsibility to refuse to acknowledge anything besides that which benefits them.
A responsibility to introduce alternatives and understand what their objective in buying your product or service is.
A responsibility to help them recognize options that could produce a better result than the purchase they intended to make.
Understand what you can do to help solve others’ problems, maximize options, and find ways to do it.
You don’t need permission.
Find out what the market wants and show up with proof of work.
Notice things people don’t want to do, won’t do, or can’t do—that’s where value is. People is relative to those you seek to serve. Create things that make people more confident, make a better living, and help them fix a specific problem.
Products and media are permissionless leverage.
Permissionless projects mean permissionless progress.
Change isn’t made by asking permission. Change is made by asking forgiveness later.
You can contribute. And we need you to help people move forward. We need you to connect, to lead, and do work that matters for people who care. Make things better by making better things.
You don’t need anyone’s permission.
Now go. Make a ruckus.
January 19, 2021
A bookmarklet is a bookmark stored in a web browser that contains JavaScript commands that add new features to the browser.
Want to save JavaScript into a bookmarklet? Use Coles Bookmarklet Creator.
Test them out by clicking the links. To use them anywhere simply drag the links to your bookmark bar.
Word Counter returns an alert with the word count of text you’ve selected.
Lorem Ipsum turns all text on the page into lorem ipsum text.
Reveal Bullshit is a best-of-breed, mission-critical enterprise JavaScript bookmarklet that will empower you to evaluate the high impact of market-driven text on any Web resource, cultivating process-centric innovation and out-of-the-box thinking.
ANDI is ANDI is an open source project created by the Accessible Solutions Branch of the Social Security Administration to test websites for accessibility.
Link to official page for Reveal Bullshit and Link to official page for ANDI.
January 18, 2021
In my case, searching for work is made arduous by seeking a position with the opportunity to ratchet up continuously—work that compounds itself into valuable expertise. But I have my pitfalls yet to be accounted for.
I foresee my priorities for the next 10+ years (2030 here we come) to look somewhat like this:
Until kids show up and throw a wrench into two and three, my ability to find a good-enough job as soon as possible severely impacts how much of two and three I’ll be able to do effectively.
I’m stuck in a catch-22. Your power and opportunity reside in your ability to say no to more things than you say yes, but you can’t know what you want to say yes to until you gain experience.
So how can you create the optimal conditions for lucky things to happen to you?
Become the best at what you do. Refine what you do until this is true. Opportunity will seek you out. Luck becomes your destiny.
Do more things, and tell more people about it.
Communicate problems, communicate solutions.
Help people move people forward.
Generate proof-of-work.
Turn on lights for people.
Make eyes-light-up.
Show up.
Partake.
Okay, but what should you focus on? I came up with my own buckets of Designer, Developer, and Marketer. But what do I focus on now?
I have the best connections and touch within the development route; I could go all-in on development and move into tech. But to me, code is merely a middleman for the solution. So, while the high-end tech market is hot and likely will be for the next 20 years, I see the bottom-end continuously eaten away at low-code or no-code solutions.
Design suffers from similar interchangeability, albeit not wholly. Design has gained increasing importance in recent years yet still strife with those looking at the result and thinking, that’s so easy, I could do that.
Marketing is the broadest bucket of all. It’s also where I’m leaning towards the most—working to surface and communicate problems and solutions. But what are those positions?
That’s what nearly all three suffer from—my lack of experience in the field. More notable is my lack of communication with anyone at all as I spend my days alone in my room reading books, articles, taking courses, and wandering around online. I’m a member of various online circles, but I mostly stay out of sight—and therefore, out of mind.
So the question becomes, how do I get into the minds of the right people? Who are the right people? The people who can grant me a position to connect with others and grow.
The people you pick, pick your future. Decide on those acknowledging your value with money and eagerness to pay it, then that’s the life that you signed up for.
Because I don’t often connect with others, I don’t know what value I bring. I can assume I have value to bring, but I don’t know how to sell it. Which cancels out any value I could bring.
I have no idea.
Such worry gets me nowhere and opportunities don’t visit caves. Maybe I need to stop asking questions other than What are you going to do about it?
The obvious answer, show up.
I plan on showing up here more often to Figure it out in public. Do more things, and tell more people about it.
The dots only connect backwards.
January 18, 2021
Going unfurnished to test what I really need. When I travel I take a mere backpack with everything I need.
But if I’m living, I’ll want a few more things. My filter for decisions is an attempt for anything that I bring/acquire for my apartment to fit into my small coupe.
Things I plan to take from home:
Things to acquire for apartment:
I’d really love an air purifier and piano but we have bigger priorities listed above.
Here’s a quick rundown of the products I’m looking at:
This post from J-Life International sold me.
I have a partner, so size requirements go up to queen—if I’m going to go bigger might as well equip to my 6’ 3” size as well.
| Product | Price for Full (2x for 75x54”) | Price for Queen (2x for 80x60) |
|---|---|---|
| Tatami Mats (Optional) | $440 | $500 |
| Shikifuton with Cover | $500 | $540 |
| Kakefuton with Cover | $360 | $360 |
| Buckwheat Hull Pillow | $50 | $100 |
| Total | $910 | $1000 |
Beds, fit for two, are expensive.
J-Life International The Japanese Futon:
The best way to determine your needs is to purchase the Shiki Futon to start. Try it for at least a week. If you feel that you need additional support or comfort, purchase the 3-Fold Mattress.
After watching J-Life International Full Futon Bed Setup and First Impressions, I put more weight on the Kakefuton than Tatami Mats. Now opting for a rug or a mere blanket to separate it from the apartment carpet.
Alternative Amazon option for $375. Scroll down to see the frequently bought together section.
Hammock stand for hammock I already own:
Standing desks are nice.
Could try out a riser stand.
Curious about this kneeling chair and ErgoStool. For alternating positions of kneel/stand and chairs that take up minimal space.
Per: Wirecutter
Taking inspiration from Minimal Wellness Kitchen and their list of kitchen essentials.
Here’s the thing, I’m not going to buy anything until I realize I want to use it.
So my current essentials are:
Things yet-to-be essential but I see coming:
Hopefully can just pick one off from someone I know.
January 20, 2021
Marketing is creation. Content creation, media creation, lead creation. Call it whatever you want.
Marketing is perceived results. Marketing is perceived changes. Marketing is perceived effects. Marketing is perceived outcomes. Marketing is perceived impact. Marketing is perception.
Everything you know, everything you do, everything you say, and everything you buy is influenced by your perception. You have to craft your work alongside Perception Optimization.
Marketing is perception from those you seek to change.
If it’s in your head, it doesn’t count.
Make something, or it doesn’t count.
If a tree falls in the forest, and no one hears it, does it make a sound?
Your work can make vibrations, but if no one hears anything, nothing changes.
Do you expect the world to lie in wait for you to do something great and then rush out and welcome it? Everyone is far too busy with their own work. Opportunities don’t visit caves.
Make something and present it well.
Your work has to be perceived in just the right way so that people will set aside what they’re doing, look at what you’ve done, really look at it, and come back and say, ”Hey, check this out.”
Your work needs to change how the people who share it are perceived.
Does their life get better if they tell other people about it?
If sharing your work doesn’t make people look good when they share it, it won’t get shared. People only care about what you can do for them.
If the world could benefit from your work—and it would—let it. If your work isn’t shared, it’s lost, and the change you seek to make doesn’t happen.
Don’t let your work fall in the forest where no one hears it.
Make a ruckus.
Marketing may not matter to you, but the perception of your work might put off the people you seek to serve. If they don’t take note of your work, you won’t get credit.
The hard part for many of us is that we can’t read the label from inside the jar. We don’t know where we need to go or the change we need to make. Even if we do it for a living, we sometimes need others to help us when it comes to ourselves.
But that doesn’t mean everyone’s opinion matters. And it doesn’t mean we should have an irrational and unproductive obsession with what other people think of us.
Remember, everyone is far too busy with their own work.
Find the others and hold each other accountable.
Set intentions and goals among shared interests and regularly require holding each other accountable.
It’s easy to feel like no one believes in you; most journeys start lonely, paired only by a blazing internal belief. External validation comes after your work is perceived in just the right ways.
Figure things out in public.
You have to believe in the value of your work.
The best real direct measure of your work is change in human behavior. What do they do with it?
Nothing? Not enough?
Your work is a vehicle for change. If no change happens, get back to working on how it’s perceived.
People only ever want one thing—solutions to problems. Solutions that make them look good and help them achieve their goals.
Your boss wants a problem solver, not a problem bringer.
Everyone has problems they want to solve, and they want the magic bullet.
It’s a hard pill to swallow, but people don’t care as much about preventives; they want the cure to the problem currently at the front of their mind.
Find the results the people you seek to serve want most and communicate it to them.
Don‘t know who that is? It’s the smallest amount of people needed to convert their attention into enough sales to support your work.
Any argument of what a company is for dies without money.
How much you get paid is directly tied to your ability to convert attention to a sale.
People want to be sold. People are willing and able to pay you to help them move forward with their problems.
Help people move forward with their problems.
Communicate the problem and solution clearly—your offering. And then sell it with reciprocity, commitment and consistency, social proof, liking, authority, and scarcity.
People don’t buy the best product. They buy the best story. Nobody wants what you make; they want what it will do for them and how it will make them feel.
Anything you sell is a road to achieve those emotions—those outcomes.
Focus on emotions, not tactics.
You can’t create these emotions, but you can channel and direct them towards your solution.
Channel emotions toward your solution.
For maximum potential, apply a solution to urgent, intense desires with the inability to became satiated and whose afflicted numbers are large enough to pay you well.
Communicate that desire and reinforce it succinctly with everything you do.
Use what your solution does as proof to others that you can satisfy their desires.
Those you seek to serve must identify with your work before they can buy from you. It must be their headline, their problem, and their state of mind at that particular moment.
Articulate the problem and solution well and you’ll have a vision that leaves people with a clear identity and purpose.
Reject more people than you attract.
You have responsibilities towards those you seek to change.
A responsibility to refuse to acknowledge anything besides that which benefits them.
A responsibility to introduce alternatives and understand what their objective in buying your product or service is.
A responsibility to help them recognize options that could produce a better result than the purchase they intended to make.
Understand what you can do to help solve others’ problems, maximize options, and find ways to do it.
You don’t need permission.
Find out what the market wants and show up with proof of work.
Notice things people don’t want to do, won’t do, or can’t do—that’s where value is. People is relative to those you seek to serve. Create things that make people more confident, make a better living, and help them fix a specific problem.
Products and media are permissionless leverage.
Permissionless projects mean permissionless progress.
Change isn’t made by asking permission. Change is made by asking forgiveness later.
You can contribute. And we need you to help people move forward. We need you to connect, to lead, and do work that matters for people who care. Make things better by making better things.
You don’t need anyone’s permission.
Now go. Make a ruckus.
January 19, 2021
A bookmarklet is a bookmark stored in a web browser that contains JavaScript commands that add new features to the browser.
Want to save JavaScript into a bookmarklet? Use Coles Bookmarklet Creator.
Test them out by clicking the links. To use them anywhere simply drag the links to your bookmark bar.
Word Counter returns an alert with the word count of text you’ve selected.
Lorem Ipsum turns all text on the page into lorem ipsum text.
Reveal Bullshit is a best-of-breed, mission-critical enterprise JavaScript bookmarklet that will empower you to evaluate the high impact of market-driven text on any Web resource, cultivating process-centric innovation and out-of-the-box thinking.
ANDI is ANDI is an open source project created by the Accessible Solutions Branch of the Social Security Administration to test websites for accessibility.
Link to official page for Reveal Bullshit and Link to official page for ANDI.
January 18, 2021
In my case, searching for work is made arduous by seeking a position with the opportunity to ratchet up continuously—work that compounds itself into valuable expertise. But I have my pitfalls yet to be accounted for.
I foresee my priorities for the next 10+ years (2030 here we come) to look somewhat like this:
Until kids show up and throw a wrench into two and three, my ability to find a good-enough job as soon as possible severely impacts how much of two and three I’ll be able to do effectively.
I’m stuck in a catch-22. Your power and opportunity reside in your ability to say no to more things than you say yes, but you can’t know what you want to say yes to until you gain experience.
So how can you create the optimal conditions for lucky things to happen to you?
Become the best at what you do. Refine what you do until this is true. Opportunity will seek you out. Luck becomes your destiny.
Do more things, and tell more people about it.
Communicate problems, communicate solutions.
Help people move people forward.
Generate proof-of-work.
Turn on lights for people.
Make eyes-light-up.
Show up.
Partake.
Okay, but what should you focus on? I came up with my own buckets of Designer, Developer, and Marketer. But what do I focus on now?
I have the best connections and touch within the development route; I could go all-in on development and move into tech. But to me, code is merely a middleman for the solution. So, while the high-end tech market is hot and likely will be for the next 20 years, I see the bottom-end continuously eaten away at low-code or no-code solutions.
Design suffers from similar interchangeability, albeit not wholly. Design has gained increasing importance in recent years yet still strife with those looking at the result and thinking, that’s so easy, I could do that.
Marketing is the broadest bucket of all. It’s also where I’m leaning towards the most—working to surface and communicate problems and solutions. But what are those positions?
That’s what nearly all three suffer from—my lack of experience in the field. More notable is my lack of communication with anyone at all as I spend my days alone in my room reading books, articles, taking courses, and wandering around online. I’m a member of various online circles, but I mostly stay out of sight—and therefore, out of mind.
So the question becomes, how do I get into the minds of the right people? Who are the right people? The people who can grant me a position to connect with others and grow.
The people you pick, pick your future. Decide on those acknowledging your value with money and eagerness to pay it, then that’s the life that you signed up for.
Because I don’t often connect with others, I don’t know what value I bring. I can assume I have value to bring, but I don’t know how to sell it. Which cancels out any value I could bring.
I have no idea.
Such worry gets me nowhere and opportunities don’t visit caves. Maybe I need to stop asking questions other than What are you going to do about it?
The obvious answer, show up.
I plan on showing up here more often to Figure it out in public. Do more things, and tell more people about it.
The dots only connect backwards.
January 18, 2021
Going unfurnished to test what I really need. When I travel I take a mere backpack with everything I need.
But if I’m living, I’ll want a few more things. My filter for decisions is an attempt for anything that I bring/acquire for my apartment to fit into my small coupe.
Things I plan to take from home:
Things to acquire for apartment:
I’d really love an air purifier and piano but we have bigger priorities listed above.
Here’s a quick rundown of the products I’m looking at:
This post from J-Life International sold me.
I have a partner, so size requirements go up to queen—if I’m going to go bigger might as well equip to my 6’ 3” size as well.
| Product | Price for Full (2x for 75x54”) | Price for Queen (2x for 80x60) |
|---|---|---|
| Tatami Mats (Optional) | $440 | $500 |
| Shikifuton with Cover | $500 | $540 |
| Kakefuton with Cover | $360 | $360 |
| Buckwheat Hull Pillow | $50 | $100 |
| Total | $910 | $1000 |
Beds, fit for two, are expensive.
J-Life International The Japanese Futon:
The best way to determine your needs is to purchase the Shiki Futon to start. Try it for at least a week. If you feel that you need additional support or comfort, purchase the 3-Fold Mattress.
After watching J-Life International Full Futon Bed Setup and First Impressions, I put more weight on the Kakefuton than Tatami Mats. Now opting for a rug or a mere blanket to separate it from the apartment carpet.
Alternative Amazon option for $375. Scroll down to see the frequently bought together section.
Hammock stand for hammock I already own:
Standing desks are nice.
Could try out a riser stand.
Curious about this kneeling chair and ErgoStool. For alternating positions of kneel/stand and chairs that take up minimal space.
Per: Wirecutter
Taking inspiration from Minimal Wellness Kitchen and their list of kitchen essentials.
Here’s the thing, I’m not going to buy anything until I realize I want to use it.
So my current essentials are:
Things yet-to-be essential but I see coming:
Hopefully can just pick one off from someone I know.
Articles from January 2021
Discovering Sturgeon’s law. Don’t be so quick to accept that something is not for you. Keep looking.
Cinematic Backgrounds, Bevels and Highlights, Highlights and Shadows, Non-linear Gradients, Rhythm between elements, Structure of icons, Icon Perception.
Being wrong is how you learn. Before you're publicly right, consider being secretly wrong.
Art experts and longtime friends share how Jobs extensive collection of shin-hanga Japanese woodblock prints could have shaped his ideals with their simple, clean aesthetics and attention to detail. NHK WORLD-JAPAN
Falling behind isn’t really something that can actually be caught up - it’s not falling behind at all, it’s missing out entirely.
By Tim Urban at Wait But Why.
Status roles, Affiliation, Convenience cause people to change their actions.
The desire to redesign is aesthetic-driven, while the desire to realign is purpose-driven.
By Coffeezilla
Lara Hogan on how to be a sponsor.
Discipline, synthesis, writing, learning mindset, meditation.
The economy doesn't care about intelligence, at all, it doesn't care what you know, merely what you can produce for it.
Start participating.
This is not a popular message. Largely because it is hard to sell people consumer goods off the back of it. Don’t try to escape, embrace. Don’t dream, wake up. Don’t project or reflect or regret. Just try to take in this ordinary day in your ordinary life and enjoy it for what it is.
From ideopunk, cross-posted on LessWrong.
What we're doing is we're building tools that amplify human ability.
Truth is, you don’t know, you won’t know, you’ll never know until you know and reflect back on something real. And the best way to find out, is to believe in it, make it, and put it out there.
Normally if you want to use direct mail to advertise, you need a list of customers and their addresses. But EDDM (which is a relatively new offering from USPS) allows you to target specific neighborhoods for CHEAP.
The world only cares about what it can get from you.
If you’ve got big ideas and can’t seem to get people to buy in, it might not be your idea. Change how you communicate about it.
Smart companies hire people who are passionate about what they do and determined to work there.
Remember that almost all creative journeys start lonely, supported only by a burning internal belief.
It almost seems like common sense. But society’s conception of work has pushed us in the opposite direction. If we want to be more productive, all we need to do is turn around.
If there are people who are playing at a different level than you who are embracing an approach that feels unnatural to you, you may have found the technique that you’ve been missing.
Make sure you are at least no less productive with overhead than you were without it.
People are more likely to explore unknown options when they learn about known options from other people’s experiences.
Encode important strategies in very concise and memorable forms.
View Discretion Is Advised
Never get tired of repeating your best ideas.
If this feels revelatory to you, you may have a bigger problem of insufficient real mentors in your life.
Leaders cannot see what’s right in front of them (the best ones admit it).
We can refuse to be brainwashed into accepting the status quo, and we can commit to finding the others, engaging with them and leveling up.
Fuck all of your excuses. Sit the fuck down and do your work.
Remember Aaron Swartz.
Are you letting life happen to you?
Gumroad Founder & CEO on how they work.
See what happens when you merely lower politeness.
Take compounding seriously, develop taste, sequence things well, see what others see, make and execute decisions quickly, spot a convex or concave world, tell stories, dive into the source, be specific, see systems.
A rant from Mr. Money Mustache.
Beware of the curse of knowledge, focus on the fundamentals, simplicity, seek first to understand, beware of lock-in, and be honest and acknowledge when you don’t fit the role.
Send an early draft to an executive attending the meeting and ask them what to change. If you listen to and apply that feedback, you'll figure out the other pieces as you go.
Steve Jobs responds to a question from Molly Wood of CNET and Buzz Out Loud Podcast. Steve's answer defines Apple's product strategy.
A trip through time with one song representing each year from 1970 to 2020.
Each type of schedule works fine by itself. Problems arise when they meet. Since most powerful people operate on the manager's schedule, they're in a position to make everyone resonate at their frequency if they want to. But the smarter ones restrain themselves, if they know that some of the people working for them need long chunks of time to work in.
Alexey Guzey asks a lot of people about their life plans. At least half of them say that they have no idea where to move and are just coasting along, not sure what to do next. Therefore, this post.
A list of things you’re allowed to do that you thought you couldn’t, or didn’t even know you could.
Fostering mutual understanding is really important for social cohesion and for truth-seeking. Doing this between two people who have similar thought patterns is relatively easy. Helping Republicans understand Democrats, economic elites understand middle-Americans, Shors understand Constances — that is hard. For that, you might just need a translator.
Whether you’re brand new to meditation, or you’re interested in kick-starting your existing practice, I hope this post will have something helpful for you.
“2020 was my 10th year as an entrepreneur. Here are some ‘rules’ I try to follow after a decade of stumbling around building my company.”
Over 1,000 photos from Studio Ghibli films.
Meta, mind, body, stuff, place, the soul, career, and relationships.
It’s not a real explanation, so much as a curiosity-stopper. You don’t actually know anything more than you knew before I said the magic word. But you turn away, satisfied that nothing unusual is going on. Because someone else knows, it devalues the knowledge in your eyes. You become less curious.
This is calculating thought, always seeking what it thinks is a solution to a problem. Even the present itself is viewed merely as a trampoline toward a better result.
All content is content about the content of content. It is all the equivalent of a behind the scenes DVD extra for a film that doesn’t exist because the crew were all busy making the DVD extra instead.