But before I left town, I couldn’t resist sitting in on the Healthcare IT workshop.  Led by Patti Dodgen, CEO of Hielix was entitled “Building Your HIT Blueprint–Assessing the IT Needs of a Healthcare Provider to Become a Trusted Advisor”.  What a great topic.  With the passage of the HITECH ACT as part of 2009′s stimulus package, doctors and hospitals stand a chance to tap into $27 Billion over ten years for adoption of Electronic Health Records (EHRs).  And the clock is ticking.  The government released their Final Rules on Meaningful Use July 13th.  Since that day, Patti says that her phone has literally been ringing off the hook.  Hielix is a an expert on helping healthcare practitioners and hospitals implement EHRs and navigating the myriad technology offerings to make sure that organizations achieve Meaningful Use as defined by Health and Human Services.  According to their Website,  ”We have built a national expertise in the adoption of electronic health records and the impact of achieving meaningful use.  We currently participate on HIMSS’ ARRA Ambulatory Workgroup developing tools for physician practices to use to select an appropriate EHR and achieve meaningful use. “ 

Patti Dodgen, CEO of Hielix

I can understand the huge opportunity, but definitely understand the challenges.  I have worked in the life sciences industry for years–from pharmaceutical companies, to pharma ad agencies, to medical device companies to laboratory information management companies.  I have managed payer marketing and strategy, as well DTC and key opinion leader functions.  And in all those roles, dealing with Centers for Medicare and Medicaid Services (CMS), is one of the most complicated.  Tie that complication to the traditional world of a physician’s practice, and you really have whirlwind of complexity.  You need to deal with doctors who, in many cases, are entrenched in their current practice management system.  You need to integrate that system with an EHR system, and do it seamlessly.  Plus you have to understand the nuances and requirements of the physician specialties.  Having a “one-stop-shop” to help them make the right choices and manage their systems is crucial.  

No wonder the CompTIA Healthcare IT Community sees it as such a huge opportunity for information technology resellers.  That’s why they are developing a Healthcare IT Blueprint and other programs to educate community member companies.  That is definitely needed.  I’ve worked in the industry for years, and I still learned a few things at the session.  Great job, CompTIA!

• A way to help the environment
• A new revenue stream
• A way to help businesses reduce expenses

But, those messages have yet to really sink in–although they have grown dramatically in just the past eighteen months.   

Levy Antal of Image Microsystems was a key member of a  panel discussion today at CompTIA Breakaway 2010 on selling the IT promise into enterprise and SMB customers.  The other members of the panel included John Mehrmann of Zylog Systems LImited, Jay McBain of Lenovo, and Michael Proper of Clear Center.  The panel was moderated by leading blogger and writer, Heather Clancy.   

Levy Antal, Doriana Allyn, Sue Krautbaur, and John Mehrmann of CompTIA's IT Services Community

The first topic covered was “What Are the Motivators?”  The main ones identified by Forrester Research were:  

• Reduce energy-related expense
• Reduce other IT operating expenses
• Improve the company’s brand image

The first two really are no-brainers.  If you can convince a company that they can save money by going “green”, then they are all over it.  The other motivator that companies tend to overlook is the negative impact that improper disposition of end-of-life IT equipment can have on a brand.  Imagine if  your company’s IT asset tag, data, or manufacturer’s logo ended up in a toxic e-waste dump in Africa or other developing country.  That’s clearly fodder for a 60 Minutes special and another negative documentary.  When you select a partner to help dispose of retired IT assets, you need to make sure they aren’t “fake recyclers” that sell the stuff downstream–meaning way downstream like to China or somewhere.  

Heather Clancy Introduces the "Green IT" Panel

So, how do you find the honest reverse logistics providers?  You can always make sure they have the “right” credentials like ISO 14001, R2, e-Stewards, or whatever.  But the main credential comes from you.  You need to ask the right questions.  Like, “can you please document your audited, downstream processes?”, or “how do you handle data destruction”, or “can I see the audit reports from your downstream vendors?”.  You will need to get straight answers on all those questions.  As I’ve written before, if e-waste recycling is “free”, then you can just about guarantee that the stuff is being sold overseas.  That’s where your data, brand, and identity wind up!  Proper e-waste recycling costs money.  But, if you connect with the right partner, you can often receive a revenue share when your technology is refurbished or parted out.  You just need to connect with the right partner.  Here’s my plug for Image Microsystems, because they do it right.  They even make signs and road markers out of e-waste plastic.  

The MSPs and VARS in CompTIA‘s member ranks have a great opportunity to add a value-added service to their business offerings.  They can dovetail “Green IT” into technology refreshes that actually save money for their customers.  Plus, it’s going to happen sooner rather than later–customers will start demanding it.  Take a look at the growth of LEED certification and green buildings.  It’s reached the tipping point now, so you need to make sure you are knowledgeable so you can hitch a ride on the coming tsunami.  Because it will come.  Think about the growth of the connected home, the smart grid, and the public’s demand for greener solutions.  Business owners are people too, and they often have a consumer mindset.  They aren’t immune to the ever-growing demand for anything and everything “green”.  Even if customers are pinching pennies, “Green IT” can help them.  It’s more often cost beneficial– because the energy savings and the potential asset recovery revenue share quickly negate the up-front costs.   

The "Green IT Panel" (L. to R.) Mehrmann, McBain, Antal, Proper

Yet, Forrester Research found several reasons companies give for not implementing “Green IT”:  

• Too many competing priorities
• No defined ownership
• No clear business case or ROI
• No capital available

Wake up everybody!  Before you know it, regulations (most of which are already in place in Europe and Asia) are going to force you to do it.  As I’ve previously posted, CompTIA is there to help with their Green IT Strata Program, as well as the Green IT Initiative from the IT Services and Support Community.  It’s confusing right now, but take a few steps immediately to get informed.  It’s an opportunity for a new revenue stream–not to mention a moral imperative.

I’m in San Antonio, Texas at the CompTIA Breakaway 2010.  Since one of my co-workers is on the Executive Council of CompTIA’s IT Services and Support Community, I’ve been sitting in on the sessions in which he has a “starring” role.  Today’s panel was entitled “Who’s Call Is It Anyway?   But instead of the usual dry and sometimes boring panel discussions, today we got a skit.  The IT Services and Support Community’s Executive Council members turned into actors.  Each one of them played a role in the chain of today’s all too common multi-level support quagmire.  Well, it’s really only a quagmire when it runs amuck.  And, today’s CompTIA Execs showed us how that happens–where each link in the chain breaks down.  But, they also give us insights into best practices that are found in superior support organizations.  It was quite funny and entertaining–the exact opposite of a boring panel.  So, guess what?  We all paid attention!    

Comedy Troup--Who's Call Is It Anyway?

We all know that good support equals customer satisfaction, and in today’s competitive corporate IT environments, good customer satisfaction is crucial for customer retention.     

Here are the usual causes of bad customer care:    

• Lack of ownership
• Inability to hear negative feedback
• Lack of honesty

But those problems can be fixed.  Consistent customer satisfaction metrics and monitoring are key.  One way to do this is to take advantage of a service offered to CompTIA members:  Customer Interaction Training Programs and Service Metrics.    

Wow, if that’s all it takes, we should really start getting good customer service!

The program began with a fond farewell to long time IT Services and Support Community Manager, Paul Bittorf.  After completing his Master’s Degree in Theology, Paul will soon start his residency as a chaplain at Elmhurst Hospital in Chicago.  What a change!  He’s been in IT since 1984, and is completely changing lanes to become a chaplain.  He’s got his fingers crossed that he’ll pass his exams so he can become certified.  Who knew there was such a thing as chaplain certification?  I find this whole career switch to be quite amazing! 

Fond Farewell to Comptia's Paul Bittorf

The IT Services and Support Community is the oldest and largest CompTIA community.  In fact, yesterday’s meeting was the largest services meeting in the history of CompTIA.  But, I should probably digress.  For those of you that aren’t familiar with the organization, CompTIA is The Computing Technology Industry Association, a non-profit trade association.  The organization was created in 1982 as the Association of Better Computer Dealers, Inc., later changing  it’s name to CompTIA. 

The group worked on a SWOT analysis for the current state of the IT services and support  industry.  As you can imagine, Healthcare IT, alternative energy, and open source initiatives led the lists of  opportunities.  Commoditization and the perceived devaluation of the IT industry’s services topped the list of threats.  We’ll see where this all ends up. 

I also heard from Liz Hyman, VP of CompTIA’s VP of Public Policy, and Lester Keizer from Xilocore, as they led an appeal for particiaption in the organizations PAC.  This is an interesting political action committee that focuses on promoting education and innovation within IT, the small and medium business marketplace, and security initiatives within the rarified air of  Washington, DC’s political mashup. 

Levy Antal of Image Microsystems Explains Green IT

Later in the day, I attended the break out session on The IT Services and Support Community’s Green IT Initiative.  Levy Antal, of Image Microsystems, John Mehrmann, of ZSL, Inc., Doriana Allyn from Brother International, and Kevin Acker from Panasonic are leading the initiative for the Community.  “Green IT” means many different things to different people.  This initiative is trying to make sense of a burgeoning, yet confusing market–what’s real and what’s not–the patchwork of state regulations, and the impact and revenue opportunities within this market.  So far, the group has completed phase One of the Green IT Services Provder Directory.  There is also a Green IT Process Flow and Glossary of Terms, as well as a comparision of State Recyling Legislation Regulations.   They are also considering Green Partner Certifications as part of this initiative. 

I’ll see what happens in the next few days at CompTIA and will keep you up to date if I learn anything else.  I’m sure I will, because I am constantly learning at this very cool conference!

The theme of the meeting was “The Economic Impact of Reducing Your Carbon Footprint”.  A big shout-out to the GAHCC for sponsoring the meeting!  There are tons of very cool things I could write about the conversations I heard at this “green confab”, but I’ll try to be brief.  Forgive me if I have left anything out!   

Andy Martinez Pres and CEO of GAHCC Introduces Panel (L to R: Rabago, Taylor, Eppling, Aguilar)

The event opened with former Austin City Councilman and Mayor Pro Tem, Brewster McCracken.  He described his childhood forays into sustainable development—when at age 14 he built a solar-powered water heater in his parent’s garage.  From that early inspiration, he has been focused on sustainability throughout his career in public service.  He started working with the Pecan Street Project as the City of Austin’s founding representative and is currently the Executive Director of the organization.    

Brewster McCracken

Pecan Street Project is a clean energy/smart grid research and development organization headquartered at the University of Texas. In collaboration with its various partners, Pecan Street is developing and implementing smart grid and clean energy technologies and business models.  It was launched by Austin Energy, the City of Austin, Environmental Defense Fund, the Greater Austin Chamber of Commerce, and the University of Texas’ Austin Technology Incubator — each of which is now represented on the board of directors.  Pecan Street funding includes the U.S. Department of Energy, through its $10.4 million demonstration grant.  Those Federal stimulus funds were granted for the demonstration project at the Mueller community to develop an advanced clean energy system called an “Energy Internet”.  The Capital Area Council of Governments (CAPCOG) is also supporting the organization’s regional economic development goals.  Numerous corporate sponsors include Applied Materials, Cisco, Dell, Freescale Semiconductor, General Electric Corporation, GridPoint, IBM, Intel, Microsoft, Oracle, SEMETECH, and others.    

Vision of Pecan Street Smart House

Brewster talked about the metamorphosis of the first two of the “three great networked industries”—broadcast and telecom.  The dramatic and rapid changes those two industries have undergone is clearly evident—situated front and center in most of our daily lives.  The “third great networked industry” is the electricity industry.  This is the new frontier with a future of opportunity for energy efficiency—it’s the only one that is not digital yet.   As the Mueller demonstration project moves forward, we’ll see real life examples of how carbon footprint reduction has a strong economic impact—from creating new jobs to reducing energy and water bills.   

Kevin Johns

Next up, Kevin Johns Director of the City of Austin Economic Growth and Redevelopment Services Office, served as moderator for the discussion.  Austin’s Economic Growth and Redevelopment Services Office has a staff of approximately 45 and a budget of more than $16 million.  Kevin told us that the future of cleantech market analysis shows a projected growth of 20% per year.  Part of his job is to get as much of that growth as possible in Austin.  He also gave us a quick synopsis of his background.  He told a couple of really funny jokes too, but I was too busy taking pictures, and couldn’t write them down.  He’s quite an entertaining guy!  He then introduced each of the panelists.   

Karl Ràbago is Vice President for Distributed Energy Services with Austin Energy, and leads the utility’s “Green Team”.  What a heavy hitter!  His credentials read like a true “Renaissance Man”.  I’ll let you discover that for yourself when you read his bio.  He’s a lawyer, been a cavalry officer, Ranger—you name it.  He’s also Austin Energy’s executive sponsor for the Pecan Street Project.  Plus he definitely knows energy!  He told us that the production and use of electricity is the leading contributor of greenhouse gasses.  So far his efforts have helped bring in $35 million in stimulus funds.  Right now, Austin is a leader in clean energy.  Austin Energy’s GreenChoice® program leads the nation in showing that customers who want to manage costs and reduce emissions can make a difference in the way electricity is made—but our leadership position is evaporating.  Although we’ve led the nation eight years in a row, we can’t take our eye off the ball—or someone else will assume the lead.    

Steve Taylor  is Senior Manager of Internal Communications and North America Corporate Affairs for Applied Materials—the global leader in Nanomanufacturing Technology™ solutions.  They are also the largest maker of solar panel manufacturing machinery in the world.  They are probably most known for the chip manufacturing equipment—but he told us that we have to face the bad news that chip manufacturing is evaporating in the US—but the good news is that the solar panel is growing here.  That’s one reason why In addition to his communications duties at Applied Materials, Steve chairs the Texas political initiative for a national organization called The Solar Alliance, which is working to enact incentives for solar business development.   

Everyone in the audience was very eager to hear from Craig Eppling.  Craig is the Communications and Public Relations Manager for General Motors‘ South Central Region. He is responsible for media relations and PR strategy to improve opinion and consideration of General Motors, its policies and its products in an eight-state geographical area that includes Texas.  He told us that transportation generates 25% of our carbon issues.  Plus, get this—the City of Austin uses more gasoline per capita than any other city.  I guess that’s one of the reasons that Austin was selected as the Texas launch city (and with New York) will be first in the US to get the new Chevy Volt.  Plus of course, because Austin Energy already is engaged in a plug in electric vehicle (PEV) readiness initiative to help dealerships and their customers prepare for PEVs. The utility also is working with regional partners to develop a network of public charging stations.   Now we actually know the price of the car–MSRP of $41,000, we can decide if it will be worth the anticipation!  

Chevy Volt Will Launch in Austin

The panel was concluded with Hector Aguilar, Executive Dean of Continuing Education at Austin Community College (ACC).  Hector described the leading and important role ACC is playing in training people for some the estimated 6.3 million cleantech jobs that will be created.  ACC is one of the largest trainers for renewable energy installers, having trained more than 1,000 people so far.  He also described the great partnerships ACC has with the other panel members, such as Austin Energy and Applied Materials for One House at a Time and Meals on Wheels and More, plus GM has given some hybrids to the automotive department at ACC.    

Awesome stuff!  I’m now more upbeat than ever about the positive economic impact that going green has for our city, state, and nation.  In fact, that’s why I’m working so hard to develop my business of manufacturing traffic signs and markers made from e-waste plastic.  You can read more about the work I do to help eliminate e-waste from landfills here.  Great meeting!   

Image Microsystems Makes Signs and Markers from e-Waste Plastic

I felt terrible after reading that story.  Then, I started thinking about what they’ve been doing at Image Microsystems.  The Austin, Texas-based company repairs and re-markets IT and consumer electronics products.  They provide asset recovery and e-waste recycling services.  They also recycle printer cartridges from companies like Dell and other OEMs.  As part of that process, they get lots of “dirty” e-waste plastic–the kind of stuff that usually has very little value in the recycling supply chain.  So, they spent several years and millions of dollars trying to develop a process to turn that e-waste plastic into something of value.  Well, they’ve succeeded.  They’ve created a patent-pending process and product called MicroStrate.  This earth-friendly and versatile material was originally used to make landscaping pavers.  Now, they’ve turned that same material into substrate used for signage and highway markers.  In fact, they just received approval from the Texas Department of Transportation (TxDOT) for their first product made from the material–a traffic marker called a “Type C” delineator.  This is the first step in a lengthy process which will eventually lead to the manufacture of all kinds of signs for governments and businesses.  You can read the press release announcing this milestone here.        

MicroStrate Signs and Delineators

The company also recently exhibited at the Texas Commission on Environmental Quality Tradefair and Conference, where they received a certificate signed by Texas Governor Rick Perry commending them on receive finalist honors in the Texas Environmental Excellence Award for the third straight year.  I helped out by working the booth at the show.  It was a lot of hard work, but kind of fun because my husband Richard helped me out!        

Richard Helps at the TCEQ Tradeshow

It was quite the timely event because there has been a lot of news lately about “fake” e-waste recyclers.  Those are unscrupulous companies that run e-cycling services for free.  That’s the first sign of trouble.  Because if it’s free, then there is something wrong with the equation.  e-Waste recycling costs money.  If it’s free, then you can rest assured that the recycler is actually selling the stuff downstream–where it usually ends up in a dumping ground in a developing country. We all know that e-Waste is a large and growing problem.  An important study released in early 2010 by the United Nations reports that the amount of e-waste could increase by as much as 500% over the coming decade.  As the problem grows, more and more “fake” recyclers enter the picture.  Ethical companies such as Image Microsystems have been searching for efficient methods of recycling and uses for e-waste.  MicroStrate™ is a result of those efforts.

This is really quite an honor for Image Microsystems because the mid-sized company competes head to head with mega-corporations such as Toyota Motor Manufacturing, Texas Instruments, and Kimberly-Clark—just to name a few.  What’s more amazing is that the company continues to win this honor every year! 

Through a major research collaboration with Texas Tech University, Image Microsystems has designed the world’s first manufacturing plant that produces recycled products made from empty inkjet printer cartridges and other e-waste. The company’s award-winning “From e-Waste to e-Product” program creates products such as landscaping pavers, traffic safety markers and signage—all made from 100% post-consumer e-waste plastic.  

Prototypes of Signs Made from Recycled e-Waste Plastic

It’s especially interesting to note that this is not even the main business for the company.  Image Microsystems is primarily a reverse logistics and e-waste recycler for IT and consumer electronics products.  When they provide consumer returns, asset recovery, depot repair, or recycling services for their customers (OEMs, major corporations and retailers), they end up with a lot of e-waste that has no value in the recycling supply chain.  Historically this material has ended up where it shouldn’t.  The company’s CEO, Alex Abadi, PhD, has long-held a zero landfill/no overseas dumping policy.  As a result, he set out on a lengthy quest to create a method of turning this formerly landfill-bound material into useful, earth-friendly, and completely recyclable products.  e-Waste is really a scourge on the environment and keeps growing exponentially.  An important study released on February 22nd by the United Nations reports that the growing amount of e-waste could increase by as much as 500% over the coming decade!   Companies like Image Microsystems are helping to stem that tide with their unique manufacturing capability. 

Students from Texas School for the Deaf Hold Pavers Made from Recycled e-Waste Plastic

Dr. Abadi’s philosophy also includes helping the special needs community.  It’s quite fitting that Image Microsystems is once more receiving this environmental honor during the 20^th anniversary of the American with Disabilities Act.  Through a special partnership with the Texas School for the Deaf, the company offers paid internships and the opportunity for full-time employment for the school’s students.  As a result, more than 40% of the company’s workforce is made up of deaf and special needs workers.   It’s clear that the company would not be where it is today without the contributions made by the disabled community.  You can find out more on Image Microsystems’ YouTube Channel 

Today’s announcement really is a feel-good story.  Saving the environment and helping the deaf and special needs community at the same time are huge accomplishments.  What’s even better is that the company doing this good work is repeatedly recognized with major environmental and humanitarian awards.  What good work they do!  Read the full press release here.

As part of their portfolio of services, Image Microsystems of Austin, TX handles consumer returns and depot repair for major consumer electronics retailers.  One of those retailers is OfficeMax.  Frances Gallup manages the team that works on refurbishing the computers that come in from OfficeMax.  Here is the story she recently relayed to me:  

“Pablo Valle found a beautiful wedding ring in one of the HP returns we refurbish for OfficeMax.  He did not know if it was possible to track down the owner of the ring so he brought it to my attention. I called the store to find out if maybe they had an employee that matched the initials inscribed inside the band. Unfortunately my hunt hit a dead-end. I took the band to my boss Dan Thorne and he was able to reach out to one of his contacts at OfficeMax and in turn he reached out to the General Manager of the store. The trail ended with a search in their system and they contacted the owner.  All I can say is WOW! There were many hands involved in this search but through teamwork the ring now is heading home, thanks to a hard-working  and honest employee–Pablo Valle.  Pablo also happens to be hearing impaired.”  

Pablo Valle Holds the 29 Year Old Wedding Ring He Found

I’ve often written about Image Microsystems and how they offer e-waste refurbishment and recycling services to help the environment.  They also help the community by employing many deaf and special needs workers.  Image Microsystems partners with the Texas School for the Deaf by providing paid internships and full-time employment for their graduates.  Last fall the company won the Texas Employer Award from the Governor’s Committee on People with Disabilities.   

This heart-warming story shows exactly how “paying it forward” really works.  Congratulations to Pablo and the rest of the Image Microsystems Team!

Toni Abadi

It started as a family tradition of “hand me downs” and expanded by collecting clothes at the end of the year to share with others.  For example, cleaning out the end-of-school year lost and found box.  Cleaning out the lost and found at ballet class at the end of the year.  Making sure to clean out your closet every year to pass clothes on to others.  You get the picture.  Now a simple family tradition has transformed into “Mis  Cosas Y Tus Cosas” ( My Things and Your Things).  Toni Abadi–wife of Image Microsystems CEO Alex Abadi, took a family tradition and turned it into something that really helps people in the area.  Housed in a converted conference room right next to the front door at Image Microsystems’ facility in North Austin, “Mis Cosas Y Tus Cosas” is a big clothes closet full of shoes, clothes, children’s toys, and you name it for the family.  It’s like a thrift store only better because everything in this closet is free for others to take.  The company employees and their extended families make frequent use of the closet.     

Mis Cosas Y Tus Cosas

Other recipients include students from Texas School for the Deaf and Goodwill Industries.  Safe Place which is a residential program for families that have escaped violence also benefits from the closet.       

What’s really interesting is that when the closet starts to empty, it always seems to mysteriously fill back up.  Friends of the company, employees, family members, and even total strangers donate to the closet.   Often visitors to Image Microsystems will see the closet and bring large bags of clothing to donate the next time they visit the company.  Recently a large third-party logistics company that partners with Image Microsystems sent a huge Gaylord shipping box full of brand new clothes and shoes with the tags still on them!  What a windfall.  Toni’s daughter also frequently posts ads on Craig’s List and sends flyers to her son’s school requesting donations–and they always seem to come in just when the closet needs to be re-stocked.    

You would wonder why the company would do something like this.  But, it’s really quite appropriate when an e-waste recycling company takes “greening” to this logical next step.  Reusing and exchanging clothes is really a green endeavor.  As Toni puts it, “The concept of ‘hand-me downs’ was a way of life for me as a kid.  My family learned early on about the value of giving back to the community.  That’s one of the reasons I’ve always worked with the deaf.  That’s the reason we employ deaf and special needs people here.  Now it just happens that thrift shops and reusing clothing are currently popular green initiatives and are trendy right now.  We’ve done it for years and have taken it to the next level by facilitating it in our company and making everything free.”     

Now that really is the holiday spirit year-round!

According to their site, Best Thinking is a “free open access Website focused on quality content, transparency and collaboration, where identity verified experts share reliable knowledge on a great variety of topics.  BestThinking is for topics where there are no definitive answers, only the current best thinking by today’s best minds.”

I’m pleased to be a part of this great networking group–and glad they share my interest in good strategic positioning and competitive differentiation work.  

All too often companies view their strategic positioning as something that happens as a result of their ad agency’s work designing an ad campaign and tag line. Or, they hire a consultant that interviews the executive team, and develops a strategy that they try to push down into the organization. Some have even tried internal strategy “brainstorming” sessions. But those ways of getting to strategy often fall short. Why? Because the first two examples are both “outside in”. The third example is all “inside out”. These methods are often abstract, usually not very structured and thus do not yield tangible, targeted results.  But when you do get your strategic positioning right, it actually becomes a sustainability initiative.  It eliminates waste and “do-overs” on printed collateral, Website,  and other business  materials.  You save time, energy, and paper–all important in today’s economy.  So, give it some thought–linking strategy to sustainability is not such a bad idea.

Best Thinking has also been nominated for “best site for publishers” at mashable.com.  If you like them as much as I do you should vote for them here.

I’ve uploaded a full copy of my article here: Strategy–Your First Sustainability Initiative

Hope you enjoy the read!