Outside Innovation

Crowdsourcing Condom Advertising—Will This Work?

You may have noticed this article in the New York Times, A Hip-Hop Contest to Promote a Brand. Trojan, the manufacturers of the Magnum brand of condoms, has grown revenues and marketshare for the Magnum brand, not through traditional advertisements, but through word of mouth: mentions in Hip-Hop music lyrics by artists such as Ludacris, Kid Rock, Lil Wayne, and Eminem. The NYT article doesn't make it clear whether the Magnum product manager engaged in product placement activities or simply fanned the flames. I suspect there may be some mutual promotion underway. ("I'll mention your product, you tell the world about my song.")

Now Magnum is building on the Hip-Hop momentum by launching a "Live Large" marketing campaign in the form of a contest soliciting more hip hop or R&B songs and lyrics from anyone, not just professional musicians.

You can go to the contest site, MagnumLiveLarge.com, download music tracks to use and/or use your own, and submit your own songs and lyrics about "living large." Fans can vote on the submissions and, of course, spread them around virally. The winner will receive a $5,000 prize and a trip to a hip-hop festival in mid-June in Atlanta, where they’ll be congratulated by Ludacris.

Apple’s Misstep Keeps Kids from Showcasing Their Innovations on iPhone

Oops. Apple goofed.

Last week, Apple did something that created outrage among educators and parents—one of their most important customer segments.

Apple banned the use of a $3.95 iPhone app called Scratch Viewer. Scratch Viewer would have let teachers, parents, and young kids view the 1 million applications that young kids all over the globe have created over the last three years using Scratch.

Scratch is a kid-friendly free programming environment which was developed at the Lifelong Kindergarten Group at the MIT Media Lab, based on the work of Seymour Papert and Alan Kay. Mitchel Resnick, the director of the Lifelong Kindergarten Group at MIT, had this to say to reporters and on the Scratch blog:

“We're disappointed that Apple decided not to allow a Scratch player on the iPhone or iPad (as part of Apple's policy against apps that interpret or execute code). As we see it, there is nothing more important than empowering the next generation of kids to design, create, and express themselves with new media technologies. That's the idea behind Scratch. Kids around the world are using Scratch to program their own interactive stories, games, animations, and simulations with Scratch—and sharing their creations with one another online. In the process, kids learn to think creatively, reason systematically, and work collaboratively. Since the launch of Scratch in 2007, kids have shared nearly 1 million projects on the Scratch website. We hope that Apple will reconsider its policies so that more kids can experience the joys of creating and sharing with Scratch. (By the way, the Scratch player for the iPhone was created by a third party, not by our group at the MIT Media Lab. But our group is planning to make Scratch authoring tools for the iPad in the future, and we hope Apple will allow us....)”

Faithful Outside Innovation followers will recognize Mitch Resnick as one of the heroes in the LEGO Mindstorms’ NXT story. Mitch has been engaging kids as co-inventors at MIT since the early 1980s. He and Steve Ocko were the grad students who connected computers to LEGOs so that young kids could use Seymour Papert’s LOGO language to make their LEGO creations come alive.

Children Are Driving Innovation in Rural Uganda

I am spending two weeks in Uganda at the Uganda Rural Development and Training (URDT.net) programme. My goal on this, my fifth trip, to this incredible hotbed of grass roots, bottoms up innovation, is to midwife a book. The working title for the book is, "It Takes a Child to Raise a Village," a play on the famous book by Hillary Clinton, "It Takes a Village to Raise a Child."

This week, I am working with the 236 girls from the Girls School to help them write their own book—a rebuttal to Hillary's. These girls—who come from families who live on $1 a day in rural villages with no electricity, plumbing, or running water—know that THEY can make a difference in the lives of their families. They have spent the last 10 years becoming change agents for their families' farms and businesses. These 13 to 20-year old young women have the poise, the know-how, the humility, and the quiet determination to help their families create a shared vision of how they want to improve their livelihoods.

Each one of them has a wonderful story to tell about how they mobilized their family members to improve health, nutrition, sanitation, income generation, and family cooperation and harmony in their households. They also acknowledge that they (even at age 14 or 15) have become role models in their communities. People come to seek their advice. They are truly changing the cultural norms in their villages and their families. And they and their families are highly respected because of the role the girls have played in improving their families' incomes while they are attending school.

In so many poor regions of the world, children have to drop out of school and work to support the family. At URDT's Girls’ School, thanks to this unique educational experience, the girls are increasing their families' income while they're away at school by teaching their parents what they've learned about organic farming, sustainable agriculture, nutrition, sanitation, health, and community development. They've also taught their families how to create a shared vision for what they want to achieve and an action plan for getting it done. This is truly remarkable for a group of wonderfully ordinary teenagers in a rural, backward society and a "women don't count" culture.

I feel privileged to be working with these young women! I look forward to sharing the draft of the book with you soon!

Innovations in Haitian Relief & Rescue

Global/Local Coordination for Haitian Relief and Rescue Efforts

The disaster in Haiti has galvanized all of us. Among the harrowing news reports are all the difficulties in coordinating relief and rescue efforts and getting aid to people in need. Just this morning (Jan. 20), I was reading a press release from Doctors without Borders that its plane containing 12 tons of life-saving medical supplies has been turned away three times from the Port-au-Prince airport since Sunday, despite assurances of its ability to land. 

The logistical and coordination issues are truly daunting. I’ve been trying to visualize how all the different aid groups who are on the ground have been able to coordinate their efforts, particularly since there is no electricity, phone systems are down, and the mobile phone systems have been severely compromised.

Yet, you see occasional calls for help coming from the few people who do have working messaging, like the Parisian who received a text message from a relative who was still buried under the rubble and was able to alert emergency workers. How is that being done, I wondered?

Making it Easy for People on the Ground to Submit Incident Reports

It appears that in addition to the formal communication networks (mostly satellite phones) and the information-sharing protocols among emergency aid providers, there is an ecosystem of open source emergency information systems staffed by volunteers around the world that is being actively used. People in need submit requests for help; people on the ground who have updated information about resources or logistics submit reports. All of this is done via SMS, email, Web, and/or Twitter. At first, reports were coming through Internet channels only. “All of the Haitian mobile phone networks have been down, which means our reports are mainly coming through the data channels (internet). Web reports, email and Twitter are the primary ways we’ve been getting them.” (Patrick Meier/Ushahidi). Within a few days, the Ushahidi team was able to procure an SMS short code--4636--and to disseminate it throughout Haiti (over the radio, among rescue workers, etc.) so that, as the mobile phone network is coming back up, people can use the code to SMS their requests and updates.

These reports are processed in real time to validate the information; geocode the location; and map it, translate, and clarify the message and log the requests and/or updates.

The home page of: Haiti.Ushahidi.com shows the Incidents Reports between Jan. 12th and Jan. 21st. Each one is categorized and mapped.       

Victims, reporters, and rescue workers can submit reports using any of these means:

• In Haiti, SMS to 4636 or internationally to +447624802524
• Send e-mail to [email protected]
• Online at http://haiti.ushahidi.com/reports/submit
• Via Twitter with hash tag #haiti or #haitiquake

The reports are collected and translated in real time by volunteers, including 10,000 Haitian volunteers, mostly from the Haitian diaspora. The messages are coded by type (food, water, medical supplies, people trapped, medical emergency, news about people) as well as geo-coded. Then they are pushed back out via SMS, email, RSS feeds, etc. to organizations and individuals on the ground in Haiti. 

I just subscribed to these alerts on Wednesday, Jan 20th, and here are a few of the 35 messages I received in just two hours:

• MARTINE PIERRE IS STILL SENDING MESSAGES ! SHE IS ALIVE UNDER THE RUBBLES AT UNIVERSITE CARAIBES located in DELMAS 29. THere are students that are still alive as well! SEND HELP.

• Innocent Renar - 27 year old is dying like most of the population in Haiti... we have used all our resources! and came to an end. Yesterday we managed to bring him to the French hospital (in Bellevue) and they dumped him back to the Hopital General this morning. He needs to have a dialasys done ASAP or he will die. Internal bleeding and cardiac arrest this morning, his blood is now intoxicated , he hasn't urinated since last Wednesday!!!.. please help him... please he needs to get to that hospital boat arriving tomorrow or be evacuated to the US..Is there anything you can do to save another life?? plz plz plz .. we are desperate...... please contact Lionel @ 3 454 0419 or Sandra 718 810 4628

• Daphney Sylvestre still trapped and alive in car in Carrefour Mahotiere#28 SW

• WFPlogistics so clos 2 airprt, can u help get help? 18°35'36.24"N, 72°16'40.37"W Othopedic clinic,needs narcotics,IV antibiotics,diesel,gas

• Riviere Froide has a collapsed school with more than 100 kids trapped. Is up a river valley that comes out at Carrefour. #haiti

• About 130 trucks (1200 gallons each) of drinking water delivered today in Kenscoff

• Midwife clinic transformed into surgery unit working with Simone Poule neighborhood #loc Taberre at rue glein #6

This feed of up-to-date requests and reports is currently being used  and acted upon by (at least) these organizations:

• Red Cross
• United Nations Foundation
• Plan International
• Charity Water
• Clinton Foundation
• US State Department
• International Medical Corps
• AIDG
• USAID
• FEMA
• US Coast Guard Task Force

Local aid groups focused on particular needs (water, children, and shelter, etc.) receive updates via email, sms, and/or through daily email or print-out reports given to them by their team leaders.

Among the success stories reported on the Ushahidi Web site are:

• Maison des Anges, an earthquake-damaged orphanage with 80 children between 0 and 2 years requested food and water for the children on January 18th. The children were moved to safety and supplied with food and water. Then a subsequent request came in for more anti-diarrhea medication, more beds and tents

• Several missing people were reported and found thru the system, e.g.:

“We're looking for Marie Edmonde Deville (red T-shirt in photos). She's 31 years-old and lived in Tabarre, Gerald Bataeil Impasse des Mangues #27.”

“We found her! She’s Alive! God Bless you all!!”

• 150 children at the Foyer de Sion orphanage were running out of water. The Latter Day Saints got the message and delivered the water on the same day.

• God's Littlest Angels Orphanage also needed water desperately. It was supplied on the same day by the World Water Relief foundation which also installed a solar-powered water filtration system.

The details about each request that are provided by the volunteers who are coding and translating are incredibly good, since many of these are Haitian expatriates who have local knowledge.

Here’s an example of a chat exchange between volunteers that demonstrates the point:

(12:52:55) (Dalila): I need Thomassin Apo please
(12:53:02) (Apo): wait
(12:54:53) (Apo): Kenscoff Route: Lat: 18.495746829274168,
Long:-72.31849193572998
(12:57:25) (Apo): This Area after Petion-Ville and Pelerin 5 is not on
Google Map. We have no streets name
(12:58:05) (Dalila): @Apo I thank you for ur help
(12:58:24) (Apo): you are welcome
(12:58:53) (Apo): I know this place like my pocket
(12:59:08) (Dalila): :)
(12:59:14) (Dalila): thank God u was here

Disruptive Innovation: Nature’s Scitable Replaces Life Sciences Textbooks

In October 2008, Nature Publishing Group's new Education Division quietly launched the Beta of a revolutionary idea: Replace expensive textbooks with a free collaborative learning space for science. Scitable.com went live in January, 2009 and has quickly become a magnet for serious students of genetics (the first field that Nature is addressing).

Now, in the Fall of 2009, Scitable.com is alive and well. Students and faculty from all over the world are actively using Scitable's resources to teach and learn about genetics.

What can you do on Scitable?

• Explore a topic room in subjects like evolutionary genetics, gene inheritance and transmission, genes and disease, genomics, and several others.

• Follow a Learning Path on topics like the human genome project, cancer, or types of genetic diseases.

• Join or create a public or private class or study group.

• Read well-written short articles that introduce concepts in enough depth to get you oriented.

• Read the most important research on each topic.

• "Ask the Experts" at Nature Education just about any question you have about genetics or about the material you're reading.

• Design a course using any of the free materials.

  

I interviewed, Vikram Savkar, the Publishing Director at Nature Education,who led the innovation team at Nature to create and launch Scitable. I learned how he and his team approached and carried out an intrapreneurial project designed to revolutionize the textbook publishing industry. I also learned a lot about how to develop a next gen Web-based product.

I look forward to following this project and to bringing you background and updates as Nature's burgeoning Education group throws down its gauntlet at the science textbook publishing industry and introduces a new customer-friendlier business model.

Celebrating Change Agents in the Developing World!

At a time when demonstrators are thronging the streets of London in protest over the global banking crisis and its impact in deepening the divide between first world and third world countries, a group of 3rd world entrepreneurs and innovators are convening across the ocean, right here in Cambridge, MA. This week, I am delighted to be hosting Jacqueline Akello, from the Uganda Rural Development and Training Programme (URDT). I can't wait to get an update on all the activities that have taken place on campus since my last visit. Jacqueline Akello has been named a Harvard University International Bridge Builder in 2009. She is one of 10 social entrepreneurs to receive this distinction. She will be participating in two exciting conferences at Harvard over the next 10 days.

EDUCATION FOR DEVELOPMENT IN AFRICA

The first conference is Creating Opportunities: Education for Development in Africa. 

This is a one-day conference (Saturday, April 4th, at the Harvard School of Education). Jacquelyn Akello, from the Uganda Rural Development and Training programme (URDT) will be presenting on the topic of Girls' Education in Africa. She'll describe URDT's innovative Girls' School with its 2-Generation Education. These girls from disadvantaged rural families quickly become knowledgeable and respected community leaders, armed with practical know how about organic farming, solar energy, water sanitation, carpentry, and construction. Their families' incomes increase while the girls are at the boarding school because each family undertakes a "Back Home Project" that improves their living conditions and generates more income from cash crops, livestock, or a home business. Jacqui will also describe the African Rural University which is just completing its successful pilot phase, with the first class having co-designed and completed three years of study and practicum to become Rural Transformation Change Agents and Entrepreneurs.

Unlike other universities in Africa, ARU is unique in that its degree program prepares graduates to be rural leaders and social and business entrepreneurs; not to head to the big cities for jobs! Other notable speakers at this one-day conference include Calestous Juma who is Professor of the Practice of International Development and Director, Science Technology & Innovation, at the Harvard Kennedy School, and Marie Da Silva, a former nanny, who returned to her native Malawi to open a school for AIDS orphans and was recognized by CNN as a Hero of 2008. Here's a link to a video in which she describes that project. You can see all of the speakers' bios here.

HARVARD BRIDGE BUILDERS CONFERENCE

Each Spring, the graduate students at the Kennedy School of Government, many of whom come from all over the world, select a handful of change-agents/bridge-builders to honor and to learn from. The students manage this event, including raising the funds to bring these role models to Cambridge, MA. Here's how they describe these Bridge-Builders on their Web site:

"The 2009 International Bridge Builders Conference invites innovative pioneers from around the world to share their successes in fostering positive social change within and beyond their communities. These leaders are the ‘Bridge Builders’: rare individuals who cultivate solidarity between the multiple stakeholders involved in international development, grassroots movements, and social justice campaigns. This year, the 10 Bridge Builders exemplify commitment to public service and bring to Harvard a wealth of practical experience on many critical issues. The Conference, organized entirely by students, aims to broaden understanding of diverse cultures; inspire the translation of ideals into action; and contribute to a rich dialogue between theory and practice in international development."

This year's 10 Bridge Builders will be attending a customized-for-them/by-them conference at the Kennedy School of Government next week. They will be presenting and learning from each other as well as from development professionals and luminaries. The schedule has been organized to enable the public to participate in some of these discussions. Every day, there's an open panel, luncheon, or presentation. Here's the schedule of these open events for the week of April 6-10, 2009. All of these events are open to the public and will be held at the Kennedy School of Government.

A Commitment to Complete the Work of Augmenting Human Intelligence

Celebrating Doug Engelbart's Vision

I attended the 40th anniversary celebration of the seminal "Engelbart Demo" at Stanford University on December 9th, 2008. (If you've never seen it, here's a link to annotated sections of the video). Stanford University's Memorial Auditorium was packed. Doug, now 83 years old, received two standing ovations from an audience ranging in age from 14 to 90 year olds. Although Doug didn't say much to the crowd other than to say "Thank you. Thank you," he was overwhelmed by the accolades. Many of us chatted with him at the break and at the reception where he was in good spirits and a joy to speak to as always.

 WHO WAS IN THE AUDIENCE for the 40th Anniversary Celebration?

Computing Pioneers. There were a number of "old-timers" at the 40th anniversary – pioneers like my husband, Tom Hagan, who had been in the audience for Engelbart's original 1968 Demo at the Fall Joint Computer Conference (FJCC) in San Francisco. Tom also presented at that conference a seminal paper describing the first 3D interactive graphics system to rotate complex 3D objects in space. Tom's company, Adage, had first demonstrated that system at the Spring Joint Computer Conference in April 1968, "flying" the Lunar Module that was being designed by NASA for the Apollo space mission. Another graphics pioneer who presented at the same 1968 FJCC was Ivan Sutherland,  whose "Sketchpad" application had earlier showed the ability to draw and revise 2-dimensional graphics interactively.

Baby Boomers. There were also many baby boomers at the anniversary celebration. People like me who came of age in the late sixties and grew up with the computer industry – from punched cards and mainframes, through time-sharing, ARPAnet, minicomputers, the Internet, PCs, distributed object computing, the Web, e-commerce, service-oriented architecture, Web 2.0. Among the more notable among us were Alan Kay, Tim O'Reilly, and yours truly. Alan Kay closed the afternoon's program by reminiscing about being in the audience at the 1968 conference as a young computer science student. He said he was sick and running a 104-degree temperature and shivering with chills as he watched both Ivan Sutherland's Sketchpad presentation and Doug Engelbart's Demo. Both presentations shaped his view of the world.

Many of us are "Engelbart groupies" – people who have believed in Doug's vision and have long recognized the power of the principles that he has tirelessly promulgated for more than four decades. What we all have in common is an optimistic view that humans can tackle complex challenges by harnessing and evolving computing and networking to create collective intelligence and knowledge.

The Younger Set. The audience also included a good number of younger entrepreneurs and geeks as well as students—many of whom had come out of curiosity to witness the replaying of an important seminal turning point in the history of computing and human society. Many of them came to see the world's first demonstration of a personal computer, mouse, and windows. I suspect they witnessed something even more seminal: a new way to think about accelerating innovation.

The half-day program was titled: "Douglas Engelbart and the Dawn of Interactive Computing," but, as several speakers pointed out, Doug's vision of interactive computing was only half of the story. The second half of the story was the Dawn of Harnessing Collective Intelligence.

THE "DEMO" Highlighted the First Half of Doug's Vision: Personal Interactive Computing and Collaborative Knowledge Work

As Bob Sproull said in his introductory comments, Doug's real innovation is that he predicted the future by demonstrating it. He could have delivered a paper, or given a compelling speech describing the future of collaborative computing and collective intelligence. Instead, he chose to provide living proof of what was possible and conceivable: a new way of working, using interactive, distributed computing and knowledge creation and sharing tools that he and his small band at SRI had invented.

The DEMO

In 1968, Doug presented his Demo live from San Francisco, his face and computer screen projected on a large video screen (another computer industry first!). Only those who have witnessed firsthand the rudimentary state of computing in the 60's (see below) could really appreciate how advanced and how risky this real-time demonstration was. My husband, Tom, commented that he sat in the audience with his heart in his mouth waiting for something to go wrong and was amazed that the original Demo was carried off without a hitch. Later in the 40th anniversary program, Bob English, one of Engelbart's original team of programmers, reminisced that the system had crashed during the original live Demo, but that he had anticipated the likelihood of that happening and had jury-rigged a work around so that the glitch was limited to 1/24th of a second and wasn't visible to the audience or noticed by Doug at the time (pretty impressive engineering—if only MS/Windows were that well-behaved!). 

Doug was using an interactive video graphics terminal that was connected via a video (TV)-wide band link to a then state-of-the art SDS 940 minicomputer with 96 kilobytes of memory. The minicomputer was 40 miles away in Menlo Park, driving a stroke-drawing vector display at which a TV camera was aimed to create the video signal.

The software that he was demonstrating was a homegrown package called, NLS (for oNLine System), which was designed to support collaborative knowledge work, including interactive real-time editing of text and graphics, screen and cursor-sharing across a network, the use of multiple windows to show different perspectives, real-time video conferencing, and real-time audio conferencing. Nobody had ever seen anything like it.

Doug played the terminal like an organ using three sets of controls:

1) A mouse with his right hand to point, click, select, and operate on text and graphics.

2) A Qwerty keyboard with some special command keys.

3) A five-finger keyset that he used to type command strings with his left hand, using "chords" of different key configurations to generate all the characters in the alphabet.

Doug's workstation also used foot pedals and a knee bar. He believed in engaging all of the senses and harnessing as many human talents as possible simultaneously.

                      All Photos Courteousy of the Douglas Engelbart Institute

Doug walked through a tour de force demonstration of creating, editing, and navigating a structured document with different open and collapsed views. He provided a humorous example of interactively editing and reorganizing a shopping list, including the ability to create and rearrange items into categories and attach them to a graphical map of the neighborhood, with each set of shopping items pinpointed on the map. He collaborated in discussing and editing a document with Bill Paxton in Menlo Park sharing the screen, his face visible in a video window on the screen, and engaging in a "fight" over who gets to control the cursor in a shared collaborative editing environment.

Excited about this week's Smart Customization Seminar at MIT!

I'll be attending Frank Piller's Smart Customization seminar Monday and Tuesday this week. I missed the event last year. Frank is one of the most "plugged in" people on the planet when it comes to mass-customization and user-led innovation.

Preparing for the event by catching up on Frank's blog, Mass-Customization and Open Innovation News, has me wondering whether "smart" or mass-customization isn't a good way to combat the global economic crunch.

How DO you differentiate your products at a time when people are spending less and cutting back?

You turn them into "my products"! or unique, eco-friendly products! Or both!!

A case in point: I ordered custom M&Ms for my grand daughter's birthday bash and ordered inexpensive one-of-a-kind designer jewelry from a designer in South Africa that I found on the Ponoko site.

If you're attending the conference, let me know, so we can meet up! I'll be blogging during the event.

What Low-Cost Customer Experience Improvements Should You Be Making RIGHT NOW?

A slowing economy is an ideal time to be focusing on making it easy for your customers and prospects to do business with you and on making it easy for your customers to reach their goals. Yet most organizations are so busy trying to cut costs and to convince cash-strapped customers to buy that they neglect investing in the most customer-critical things. Some of the things your customers need to make their lives easier may be low-hanging fruit that has been ignored.

I remember talking to a client in the customer support group at Cisco during the last big tech downturn. She was happy to report that as times got tough, the company had stopped throwing more people into customer support, and turned its attention, instead, to empowering customers and customer-service agents with better information and better tools—the things that she had been advocating. Cisco also changed the compensation structure for customer service agents at the time, to reward them for solving tough problems and turning those solutions into self-service wizards, rather than rewarding customer service personnel on the number of cases they resolved per day. Downturns bring opportunities. Make sure you’re taking advantage of yours!

So here’s my top 5 list of customer experience tactics you should be doing right now. The first three are Web-related because, for most of us, the Web is our customers’ first port of call:

1. Improve the Findability and Quality of Information on Your Web Site(s). This is a continuous improvement project. It starts with analytics. What search terms are people using? What navigation paths are they taking? What results are they getting? How accurate and up-to-date are those results?

Are customers seeing what they need to see in order to buy something and/or to solve a problem? If you don’t have a fancy tool to analyze what people are doing on your Web site, use the free tools from Google Analytics.

Patterns from Innovators

I had the great privilege of participating in an Innovation panel at Sensors Expo in Chicago on June 11, 2008. The panel of experts included Audley Brown, director of advanced propulsion system controls for GM’s PowerTrain group, Dr. Nat Sims from Mass General, who runs SimsLab for anesthesia and critical care, Jon Frederickson from Innocentive who recruits “seeker” organizations to engage in open innovation, and myself. The panel was assembled and beautifully facilitated by John Hanks, vice president, data acquisition and control, of National Instruments.

The panel was fine. But we had the most fun swapping stories and views over dinner the night before. The “formal” discussion in front of the audience didn’t quite capture all the richness of our behind the scenes conversations. I wish there were a way to capture the real deal—the real animated conversations among practitioners—not try to re-create a proxy of it on stage.

Here are some of the themes I noticed in our on- and off-stage dialogs:

- Cross-Industry Idea Transfer is at the Heart of many Innovations

- Platform + Ecosystem + Business Model + Content = Success

- Challenge-based Approach Is Popular and Successful

- Framing the Question Correctly

Cross-Industry Idea Transfer Is at the Heart of Many Innovations

Nat Sims told the story of how he came up with the idea for an intelligent, automated approach to dispensing anesthesia (and, later, other medicines) by using a programmable controller with algorithms based on a database of locally-physician-created, hospital approved, and up-to-date application instructions.