EP1 : The mindset that creates the identity of an optometrist.

Story : The Compass of Optometry ,right direction of optometry profession.

By : dr.loft ,O.D.

Introduction

After I had the opportunity to be a guest lecturer for optometry students at Faculty of Optometry, Naresuarn University, I was responsible for the course "Socioeconomic Aspects of Optometry," which is a course that covers the business aspects of optometric care, including what students need to prepare for, as well as the laws and professional ethics involved.

I started by asking the students about their backgrounds: where they were from, why they chose to study optometry. Because owning a optical shop is not anyone's dream in Thailand, as no child would be willing to study for six years to go into the business of selling glasses. Most children want to be athletes, engineers, doctors, nurses, pharmacists, police officers, soldiers, teachers, civil servants, administrators, marketers, or programmers. It is rare for a child to say that they want to study to become a glasses seller, and there are no parents who want their children to study to graduate and sell glasses. Even the students themselves do not want to be glasses sellers, unless their parents are in the glasses business and want them to take over the family business.

I started by asking the students if anyone in the class wanted to open their own shop after graduation. No one raised their hand. So I randomly asked one student, "What do you want to do after graduation?" The student replied, "I want to be a flight attendant." I scratched my head and asked, "Why did you choose to study optometry?" The student replied, "I don't know. I got the grades, so I chose to study." I asked, "Did your parents know what you were going to study?" The student replied, "They know a little bit, but they don't really understand, even in myself” I asked, "Are they okay with you working in the optical shop after graduation?" The student smiled awkwardly and laughed dryly.

Question is…

"Why is selling glasses a problem? Why does everyone shake negative their heads? Even the poorest people don't see it as a dream job for their children. Why??? But I believe everyone knows how the children feel because I also had a bad experience with a optical shop when I was a child. I was a child with vision problems and went to a shop with the most branches in the country,30 years ago. I made glasses for 5,000 baht, which was not cheap compared to the price of gold at that time, at 4,500 baht per baht. But it didn't work in reality. I had a headache and eyestrain. I endured 3 days of adaptation, but it didn't work. I went back to the shop and they told me to adapt for another 5 days. After adapting for another 5 days, I still couldn't adapt. The convenience store optical shop said that the warranty had expired because it was over 7 days and there was nothing they could do. Then I moved from one optical shop to another, and then to another shop, which I realized when I grew up that it was owned by the same person who expanded branches to compete with each other. This shop never cared about people's health, they only cared about sales. And there are too many of these floating water glasses businesses, which makes the image of this industry look bad. The TV commercials focus on being funny, buy one giving away two, three, giving away watches, giving away jackets. There is nowhere that looks at glasses as a health issue. And with these things, the glasses business is seen as bad overall because they like to cheat and sell.

But everyone has vision problems, one way or another, or one day or another. Whether or not they can tolerate the problem depends on the severity of the problem. Everyone agrees that the eyes and vision are the most important organ compared to other nervous systems, but it is the last organ that people are willing to invest in.

For example, someone is willing to spend 10 million baht for a stereo system to listen to music because it is 15% better than a stereo system in the early hundreds of thousands or 30% better than a stereo system in the tens of thousands. Even a hundred thousand-baht audio-grade LAN cable to improve the sound by about 1% that the ear cannot distinguish, but when making lenses for their own eyes, which they care about the most, they dare to pay only 1,990 (or less) for a frame and lens.

That is a clear example. Or someone is willing to pay 1,500 baht for a good coffee drip cup just for test a few minutes, but is hesitant about a good pair of glasses that can be used for 4-5 years. Some people are willing to pay half a hundred thousand baht for an iPhone 15 Pro Max to play Line, slide Facebook, take photos to upload TikTok, but can't bring themselves to make good lenses for themselves, even though they need their eyes to play Facebook and TikTok.

The point of all of the above is nothing, but to ask why it is so. I can answer for you. "Because all of the above are tangible, and they believe they are good and are willing to pay." But when looking at the glasses business, they don't believe that the lenses they are about to use are not good because most glasses shops like to cheat, over value advertise too much, imagine that it will be good like this, that, the best technology like this, in the end, claim 4-5 times and still not pass. In the end, they feel like they are wasting money for free. And since they believe that it is bad because most people do bad things, why should they invest? Because the risk is too high compared to what they will receive.”

The problem with the eye care business

The fact that the eye care business is not doing well (although there are many good businesses, too) has made optometry, which is a good thing, not a dream for many people. People who don't know much about optometry will associate it with selling frames and lenses. Most glasses shops that hire optometrists don't really care about the eye exam, they just want to use the optometrist's name for marketing. Some parents who send their children to study optometry do so ,not because they want their children to do good, but because they want to use their children's qualifications to promote their own businesses.

In recent years, we have seen more and more advertisements that claim to have "the first optometrist / eye doctor in the country, province, district, or sub-district." This is not necessary. Nokia was founded before Apple, but it still went disrupt. What's the point of being the first? BYD was founded after Toyota, but so what? Age should be accompanied by knowledge and experience, not just longevity.

These images make optometry look bad. People who don't understand what optometry is or how it is different from other professions, So they try to be different by advertising things that they have but others don't. However, they never use these things, whether they are knowledge or equipment.The first step to being a good optometrist is to learn how to use a retinoscope to vision exam. This is a basic skill that all optometrists should be able to do, even without the help of an assistant. If you cannot do this, you will be in trouble if something goes wrong with your autorefractometer. For example, if the electrical power goes out, you will not be able to do anything until the power comes back on.

For example, some glasses shops offer "free comprehensive eye exams by optometrists." However, this is something that all optometrists should do as part of their clinical practice ?. It is a professional obligation. However, we know that many optometrists don't do their job, so they try to say that they do. But the more they say they do it, the more it shows that they don’t.

Would a monk say, "I pray all day and night, I am a good monk, I keep the precepts better than other monks," in order to get some kind of reward? Because these are things that monks are supposed to do. If they don't do them, it would be strange. But doing them is just a matter of "showing," and people will naturally come to trust you.

Optometry is the same. People don't care what you do, they care about "why" you do it. This is what the book "Start With Why" is talk about. If you add the word "comprehensive" to "free eye exam," you have to ask yourself, "Did you really get your education for free? Did you get your tuition, rent, textbooks, rent, water, electricity, equipment, food, and living expenses for free? Is "free" really free? Or is it just a free eye exam to sell glasses?

If someone walks into your shop because of the advertisement "Free comprehensive eye exam by optometrist," and then asks for a free comprehensive eye exam but doesn't plan to buy glasses, will you give them a comprehensive eye exam? Ask yourself. Even a bowl of noodles from a street vendor charges 2 baht for cup of ice. How much does the cost of one glass of ice cost? How much does the cost of the optometry profession cost you?

The point is, "People don't believe in free things, and they know what these posts are for." I also want to say that "free things are never valuable." Even when we go to the temple, we still have to make merit because we know that the temple has costs, such as water, electricity, and maintenance.

The role of optometry

The fact that optometrists are involved in glasses and lenses does not mean that they are only salespeople. Optometrists use lenses to treat vision problems and visual systems for patients, just as doctors use medication or surgery to treat other medical conditions. Optometry clinics are not commercial eyewear stores, but rather healthcare service businesses.

While commercial eyewear stores use the same glasses and lenses as optometrists, the difference is that they do not prescribe lenses based on accurate diagnosis. This is like a doctor prescribing steroids, which can treat the any condition but the side effects are not worth the risk.

There are also some optometrists who, despite their high level of education, like to behave like doctors who prescribe steroids (prescribe glasses). This is their way of doing things because there is no law prohibiting it. However, in developed countries, this is unethical and illegal.

Therefore, it is not easy to start a career in optometry in the midset of the ruins that have been destroyed for decades. Optometrists must travel through a thorny thicket with confidence and patience. Some optometrists cannot bear it and are swallowed up by commercial eyewear stores.

My duty is to do whatever it takes to help good optometrists find their place in society. They should be able to stand tall and be a real source of support for people, not just empty words in advertisements. I will continue to do this until all optometrists work to the same standard. No one will take advantage of anyone else. Don’t be like One person build but hundred destroy. This is too much to bear.

When all optometrists work well and meet the same standards, my existence will no longer matter. Since all patients can receive accurate vision correction services, I will pursue full-time academic work and only examine cases that ask for help. I still love to examine, love to work in optometry, and love to solve problems for people who appreciate me. If you don't appreciate me, then it's best not to meet.

From the past to the future

Looking back at the past 20 years, optometry has not progressed much. It seems to be confused and lost in its own path. It is not a medical doctor, not an optician, and not anything in between. Some people even invented the term "vision doctor-หมอสายตา,” which I don't see any English translation for. It is translated as "refractionist," which is not appropriate for optometrists or optometry, which do more than just refraction. However, it is up to them. If they want to make it easier for people to understand, that's fine. But wouldn't it be better to make people understand optometry through its work, not just by giving it an easy-to-understand name and doing shoddy work?

In my personal opinion, the biggest problem that is hindering the progress of optometry is "ignorance in modifying prescription”. This knowledge is not real, but it is just a belief that is used to avoid problems when one is not confident that the refractive error that they have measured is correct. This is done by playing with spherical equivalent, just like avoiding prescribing cylinder power in contact lenses to fit the stock of lenses or contact lenses that they have. The way to escape is to make the glasses fit, whether they are correct or not is a matter for later. Close the sale first and then release this bad work into society. Expand the business, expand the branches, and spread out like water hyacinth, which has many branches and leaves but is of very low value. But water hyacinth never sits down to think about whether it is a burden or creates problems for the water source or other living things that live together. It only thinks about itself to grow. No matter how it is killed or torn down, it will soon come back. It is a living thing that is more of a burden than a benefit. It is a life that is "more but less."

When the work is shoddy, the value is naturally low. One thing that makes people willing to pay for low-value products is that the price must be low enough to match the remaining (some) value. This has led to competition for promotions for frames and lenses for 390 baht. This is a lie to lure people into the store. Then, they use the sales techniques of a (18)-carat diamond salesman, cheering and upgrading, to trick people into paying expensively for low-value products because they are bad from the prescription level. It does not matter what the product is, because expensive medicine will not help if it is prescribed for the wrong disease. Some people take a pill that costs a penny and consecrate it as a miracle drug from heaven, selling it for a hundred baht. There are also some who lie that zinc is tile. When it rains, it is so loud that it almost deafens you.

These things have made the image of the profession or occupation that works with glasses be looked down upon and not valued. Some people hire celebrities to make glasses for free in exchange for posting on social media. Others hire influencers and specialists with free glasses in exchange for reviews (because they get them for free). They hope that the number of likes on media ads will help sell more glasses.

If you look at this from the perspective of marketing for money, it would not be wrong if the product is a household item. However, if it is a public health service, it is considered unethical. But if there is no ethics in your mind from the beginning, you can probably fool yourself that you don't need to do it. Because it must be admitted that ordinary people who do not have the basic knowledge are easily deceived. Otherwise, would we go to worship termite mounds? However, as I said, if it is a household item, there is no damage. If it doesn't work, just throw it away. But if it is a health issue, there will definitely be side effects. Who will be responsible or will claim that they were not aware (again)? But fortunately, no one has died from a wrong prescription or lens. The water hyacinth can still thrive.

Therefore, it is not surprising that some people feel that "this is a sheep-herding industry" that often speaks and does things that are not true or exaggerated. This makes the younger generation who were born and studied this profession feel burnout when they have to go out to work in real optical stores. Because what they will be in after graduation is the ruins that the older generation has destroyed. And fixing work is always harder than building new work. This word may sound harsh, but it is true. It just causes irritation to those who feel disadvantaged or aware.

One of the things that some parents who send their children to study this field, if you ask them why they send their children to study, most of them would answer like a beauty queen, "I want Thai people to receive professional services." But if you answer honestly, it would be "to find a new selling point." Because they started to realize that the general public is starting to know that “vision test with the most accurate computer system in the world is a lie." And the word "optometrist" is becoming more familiar to people. So they thought that sending their children to study would be able to increase their sales. But honestly, do you want your children to work the way that professional optometrists who have studied for 6 years should act? I would say "probably not." Because optometrists have a detailed and long examination, which is a waste of time to make a living. He wants to examine for less than 10 minutes and close the sale quickly. That is the ruins I am talking about. I repeat, it is not wrong if the product is a household item, but it is wrong if the business is a public health service. Even if it is not illegal because there is no law to regulate it, it is definitely unethical. If you ask what ethics is, you have to go read what is in the license to practice medicine by using optometry. What are there? Those words are not written to be beautiful or to be pasted on the wall of the house for sales promotion. But it is the morality for optometrists to keep and practice.

With these problems of old-generation and old-hearted new generation, it is difficult for optometrists who intend to do good to live together and work together. They start to get bored with the profession they do. Over time, their passion starts to fade away and finally disappears. Then, they will start to survive, only looking at things within their own nose. The final result is a red ocean, a bloody sea of discounts and summer sales. It is a vicious cycle.

It is also very difficult to escape from this. Because the eyewear industry has been labeled as a sheepherding industry that is used to lying so much. It is not easy to be a sheepherding child who has repented. There will be an old idea that if there are still sheepherding children who are still lying, but they are still doing well, then what is the point of being a good person? And if they can't stand it, they will go back to being the person they are labeled as.

The first few times they make mistakes, they feel guilty. But when they make mistakes more often, they start to get used to it. The more people who commit the crime together, the more they feel emboldened. They are more likely to commit crimes. Like a murderer, the more they kill, the more they start to compete with each other to see who can kill more people. And don't ask or feel guilty in the midst of criminals. Because it has never existed. And criminals are not in the context of listening to the Dharma about what is right and what is wrong. That's why there is a profession of criminals. There are still criminals in games. And many children choose to be criminals in games. Which may be the dark side within the human mind. But morality molds people to be different from animals and suppresses instincts not to show bad things.

When it is like this, it does not let those who think good and do good be discouraged. There is still a way, but it requires a lot of mental strength. Which I also wrote a way out of this. But first, I have to say that I am not a successful businessman. Because I am not a businessman who is aiming for financial profit. But my profit is the happiness of working in what I love for people who see the value in my work. And if anyone doesn't value it, they won't come to me. Even if I come, I can only smile and do it anyway.

Therefore, I am happy every day, which means I make a profit every day. Even if it is even, the profit from happiness can happen every day. Like what I am writing here is also a profit from happiness. And what I wrote is not for myself, but for the profession of optometry. For the new graduates who want to do good things for society. At least it is a product and service that does not cheat. And it is another path for optometrists who are still lost and don't know where to go. This path is said to be not rich but not poor. Enough to eat, enough to use, enough. But for sure, it is definitely happy. Which is not the way of a sheepherding child, but if a child who used to herd sheep will repent as well.

Mindset

มาถึงแก่นของเรื่องในวันนี้ มีพระบาลีของพุทธะที่ตรัสไว้เกี่ยวกับ mindset ว่า....

The Dharma is led by the mind, and the mind is supreme. It is accomplished through the mind. If a person has a malicious mind, whether he speaks or acts, suffering will follow him, just as a wheel follows the track of an ox pulling a yoke.

The Dharma, whether good or evil, is determined by the mind. A good mind leads to good actions and good results. An evil mind leads to evil actions and evil results. As is the mind, so is the result.

Therefore, it is important to have the right mindset. This is not difficult to do, as it can be started by asking yourself the question, "Why are you doing this?"

If the answer is "To make good money," then it means that "If I don't make money, will I stop doing good?" And if we see people who do evil, sloppy, or vulgar things and make good money, we will be confused because our hearts are attached to money.

But if our "why" is to see the smile of happiness on the faces of people who have overcome the suffering of vision problems and visual systems, and for the happiness of loving what we do, whether we make a lot or a little money is not the essence. If we think this way, we will be able to maintain our goodness. But believe me, if your heart is truly good, you will do good without having to pretend. Because it is your own nature. And when you do good enough, people will feel your goodness. Of course, when the aura of goodness shines, "value" will inevitably arise. When value is born, money will come on its own without having to make an effort to find it. "Good cause, good result." Because in this world, we live together by creating value in what we are good at and exchanging value with each other through a medium we call currency or money. Even if you are indifferent to it, it will come to you without having to think “want".

The essence of this story must start with the question, "Why am I doing this?" or "Start with why." When our why is clear, we will not be distracted and will focus on what we believe in and intend to do. And keep the little happiness from our work to nourish our passion for doing good things. And when we keep

The next problem is how long you need to keep your passion. It is difficult to say exactly how long, but it will not be quick. Think about it this way: if we ask "Why did the Buddha renounce the world?", the answer is "To find a way to escape suffering." Once he had his why, he began to think about how to do it. He tried many different methods, including self-mortification, which did not work for many years. However, he kept his passion and continued to search for a way. He eventually found a path called the Middle Way, which is the path of moderation and balance. He achieved his why by becoming the Enlightened One, the Supreme Buddha of the world. This took him six long years. Once he was enlightened, he produced a product that is truly wonderful, which we call the Dharma. He used the Dharma to help the world to escape suffering, just as he had done.

Therefore, if we ask what the legacy of Buddhism is that the Buddha left for us, the answer is the Dharma and the Vinaya.

Therefore, why must come first. Then you can think about how to make sure that your actions are aligned with your why and that you do not deviate from it. Use the passion of your why to persevere and never give up. Eventually, you will create products and services that have high value.

So it is important to have a clear why, or purpose, in order to maintain passion for a long period of time. Very good example is the Buddha , who spent six years searching for a way to escape suffering. He tried many different methods, but he never gave up on his why. Eventually, he found the Middle Way, which led to his enlightenment.

So how, or the actions you take to achieve your why, should be aligned with your why. If you are not passionate about your why, you will be more likely to give up when things get difficult.

Finally, the passion is essential for creating high-value products and services. When you are passionate about something, you are more likely to put in the hard work and dedication that is necessary to succeed.

To clear why is essential for maintaining passion. When you know why you are doing something, it is easier to stay motivated when things get tough. I also agree that the how should be aligned with the why. If you are not passionate about your why, it will be difficult to stick with the how.

The example of the Buddha is a powerful one. The Buddha spent six years searching for a way to escape suffering. He tried many different methods, but he never gave up on his why. This shows the power of passion and the importance of never giving up on your dreams.

What I’m advice ,is valuable for anyone who wants to achieve their goals. If you can find your why and align your how with your why, you will be more likely to succeed.

But we also see that in the world of Buddhist monks, not all monks have the same why as the Buddha, which is not to want to escape suffering. For example, some monks ordain to repay the merits of their parents, some ordain in front of the fire, some ordain at the age of 20, some ordain to be a monk, some ordain because they have nowhere to go (when they start to have a place to go, they will leave the monkhood).

Example of former Phra Perin 9 TikTok (Parry), crying and crying to the social media because he was dumped by his boyfriend or some people see that what's product (Dharma and Vinaya) is revered by people and can be seen as a career to make a living (former monk (kom’) 300 million that was in the news). However, there are also many who adhere to the path of practice to escape suffering according to the why of the Buddha, such as the parents of teachers in the line of Luang Pu Man and many Luang Pu.

The lay people choose to walk that way, take the convenient way.

Even the monastic world has different whys. Therefore, when why is different, how will be different, and what product will be different. Each temple has a different practice. Some temples are full of forests to find peace, to find a suitable place for meditation to liberation. Some temples are full of amulets, giants, demons, witchcraft, fortune telling, and lottery. Some temples have even ghosts, with coin-dropping points to offer factors. These are clear examples.

But all of this is not 100% right or wrong because not all lay people want to be peaceful or want to attain nirvana. Because most people want to be reborn. The water must be asked to be born in the heaven of that layer, this or that, or to be born in a family with wealth, wealth, beauty, but few people pray to attain nirvana, see the suffering of birth, and do not be reborn again.

It looks like it is not wrong or wrong, depending on the nature of the monk and the nature of the lay person. Whoever likes what they like, they go that way. The monk calls it “like".

Our why as we walk in the profession of optometry must be clear about what we will do for. If why is money, how it must be thought about how to make money. Then what is "selling glasses". Sell well means good. Good or bad is irrelevant because only interested in money. And the hunger for money will often look for something that is fast. But what is fast is often not good, such as deception, exaggeration. These can be done quickly. It is a water hyacinth that grows fast but makes the water poisonous even though it relies on water for its livelihood. Likewise, born in the profession but always harming the profession, not feeling conscious like water hyacinth, I will do it anyway.

So not all monks in the Buddhist tradition have the same why, or purpose, as the Buddha, which is to escape suffering. Some monks ordain for other reasons, such as to repay the merits of their parents, to find a place to go, or to make a living.

the why, how, and what of any activity are all interconnected. If the why is not clear, it will be difficult to determine the how and what. For example, if a monk's why is to make money, then the how and what will be focused on selling amulets or other products that are believed to bring good luck or prosperity.

this principle can apply to the profession of optometry. The optometrists should be clear about their why, which could be to help people see better, to improve people's quality of life, or to make a difference in the world. When the why is clear, optometrists can then focus on the how, which is the best way to achieve their why. The what, or the products and services that optometrists offer, should be aligned with the why.

So I’ve to warning optometrists to be careful not to let their hunger for money lead them to engage in unethical or harmful practices. For example, optometrists should not make false or exaggerated claims about their products or services. They should also be careful not to overprescribe glasses or other vision correction devices.

In summary point

The why, how, and what of any activity are all interconnected. When the why is clear, it is easier to stay motivated and focused on achieving your goals. I also agree that optometrists should be clear about their why, which should be to help people see better. When optometrists are motivated by a desire to help others, they are more likely to provide high

Therefore, at the beginning, everything must start with setting the mindset that we want to see ourselves as in the profession. As a doctor or a merchant, choose clearly. Because people who feel like they are doctors feel uncomfortable in their hearts if they do not act like doctors. Many people cannot stand being an employee in a glasses shop because they are forced to rush and be rough to close the sale quickly and then receive the case. But some people quit because they see the opportunity to make money and do not want to do anything good. It is just another water hyacinth. Just change your address.

As for those who intend to be a top diamond salesman, they will be tortured to read books and practice. So we are happy where we are. Because humans are born to survive, it's the best, but the best is not to burden anyone.

Attitude or mindset leads to the question of why and how, resulting in what, which is Prouct & services.

People who have the mindset that it is happy to work in a clinic and see people get rid of their suffering and be happy will start to think about what will make the work come out well and have quality (How). Location is not related to doing good. Big stores are not related to doing good. Many branches are not related to doing good. Doing less often produces good results, but if you do too much, it is difficult to do good. You can do good anywhere, starting from having a 6-meter examination room (if we can't make up our minds about having a 6-meter examination room, this mindest is starting to have problems). Standard tools, knowledge, and training are also good. These how are related to the why that is set up to be happy from doing good. When the what that comes from the product & service that occurs is good by itself because why and how are good.

As for those who start with what, what will they sell? By finding demand in the market (knowing that people have to buy glasses), they opened a lens assembly shop (what's product) and how to sell a lot (how) they have to sell cheaply. A lot of propaganda, a lot of lies are good. It's fast. If you tell the truth, it's slow. Bring stars and influencers to use in exchange for sharing ads. Smashing prices with the mindset that seeing them queue up to buy things is hypothetical that the product must be good. But in the end, the problem is "Is it really good?" If it's true, it's good. If it's not true, it won't last long. There are many examples to see. Roti Boy, hiring people to queue up, the queue is long until it goes bankrupt.

Doing good is easy to say but hard to do, just like the 5 precepts. Why is it difficult to keep cool? Because humans are full of greed, want to get rich quick. But the problem is that anything fast is often not good. At most, you can only get an ezygo food box at a convenience store. It's not that it's not delicious, but it's going to be legendary like Je Fai is a Pad Thai at the Ghost Gate. It's definitely hard to believe that the owner of ezygo is richer than Je Fai.

Of course, the point is that you measure at what? Money or value? There is no right or wrong. It depends on which one is convenient. Just walk that way and don't be shy. If you're hungry, say you're hungry. You have to survive. People who are hungry and can't tell right from wrong are people with merit who don't think small, don't torture their hearts. Just think about survival. As for those who are going to walk the monk's path, make it clear because they are definitely not rich, but the value is high and happy. Think of Luang Ta Maha Bua. He has no money because monks cannot receive donations. But his value is enormous. It can mobilize gold and dollars worth tens of billions of baht into the national treasury.

End

I wish you all the best in your career and be happy in the good things you do. And may you grow in Dhamma in good deeds.

Conclusion

The optometrists to be clear about their why, which should be to help people see better. When optometrists are motivated by a desire to help others, they are more likely to provide high-quality care and make a positive impact on the world.

I will warns optometrists to be careful not to let their hunger for money lead them to engage in unethical or harmful practices. For example, optometrists should not make false or exaggerated claims about their products or services.

I hope this article can make optometry profession be better than ever.

Thanks for your reading

Dr.Loft ,O.D.

Loft Optometry
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