Why does a website take a million years to build?

Hello and its great to have you on the NEW Brand it Purple website – about JOLLY time you are thinking.

Some of you have been wondering why its taken FOREVER to launch my site(s) – yes we are still working on the others, although the Ashley Knoote-Parke site is up and running (incomplete I might add), we have been attempting to refine our current website for eventual launch. Blimey! I tell you – what a nightmare! This has been the ultimate thorn in the thigh - developing a website. Am I alone or have you experienced the same difficulties? Probably the reason is this online stuff is ‘too hard’ and we put it off (I did) and when it was faced, it was with trepidation knowing it was something we HAD to do but was kicking and screaming, because it hasn’t gotten any easier, in fact I think it has gotten harder.

It has become so complex and there is so much you have to remember and to do it is another ‘thing’ we have to put our attention to. Lets face it, how many of us are brilliant at doing this stuff? I have yet to meet any business operator who is brilliant at this and finds it a breezy walk in the park, in fact everyone I speak to has complained that website development has been one of their business challenges. Unless of course you are a giant company who has squillions to throw at web development and the funds to employ ‘someone’ to ‘deal with it’! Well as business operators we invariably become the ‘someone’ who ‘deals with it’.

The problem I believe stems from the need to be ‘out there in cyber space’ and if you aren’t online then you are NOBODY, sadly. Today the website is a necessity for anyone in business who needs to market themselves (which is anyone in business) and simply put – if you don’t have a website – you are a bit stuffed to say the least. In business we need to become famous as a personal brand or becoming a Purple Poppy and physically that can be quite easy to achieve (if you’ve read my book Brand it Purple) you would know how to become famous, but online, well that’s a WHOLE other ball game.

Now with a press media background and having been in the print/publishing business most of my life, the HARDEST thing has been the transition from physical presence marketing to online marketing. Some of the rules are the same but by and large there are new rules for online. There are 2 big questions I think need to answered when it comes to web development, firstly WHY? Why re we doing it and WHAT? What are we hoping to achieve and what do we our visitors to do when they arrive?

Well we started this web development process 18 months ago and it has taken all this time to get it to this point. 18 MONTHS, that’s insane! However it has been a massive learning curve. The actually writing only took a week once we had worked out the site map and what we wanted our visitors to have access to. We decided that this was to be a site that promoted me as a speaker and a information resource. OK having worked that out, what information? What do people want – what are they looking for? I would love to be able to say I have the whole ‘sales funnel’ thing happening! *Fat jolly chance* That is what the web gurus have led us to believe, that we HAVE to have a sales funnel, well I’m not so sure.

Lets think about it, if you are looking for information on someone (me for example) and you are thinking to hire a professional speaker (me for example) *smile* you would be looking for confirmation that you had made the right decision and that the people on the website speak and vouch for me. The purpose of having the website in this case I believe is to provide credibility, offer a solution to what you are looking for and as mentioned seek confirmation about your choice. But you can only do that if all the information is on hand and backed up by others.

It is a steady process of marketing online which goes hand in hand with marketing live. For example, I may do a  speaking engagement and by doing that I am physically able to market my self to the audience. Now we need to translate that to online. Include a video snip of said event and make sure its on the website and send it to your database and let them know what you have been up to. 1st rule of marketing - maintain top of mind awareness and occupy mental real eastate, so that when your customer is ready to make a decision, who do they think of? You.

So why does it take a million years? Because we have no idea what we are doing! We may be really good at what we do (speak, real estate, accounting, or graphic design etc) but unless we are trained in web development we struggle to get our heads around the notion of online web development and online marketing. There are a squillion and one books out there now that tell us what to do but not how to do.  How about finding web developers who do what they are going to say by when?

We were lucky, our web developer was patient and explained in layman’s terms what we needed to do and what we happening but every other experience for me has been abysmal. So that got me thinking about why? Possibly because the  world wide web itself is so new and people are adapting to the technology including web developers, plus they are having to keep up with the fastest evolving technology in the world and keep abreast of whats going on.

If there are any developers who can keep to their promises, make it easy for customers, deal with the database and keep the ball rolling with little effort from us the business owner, then I think you have the right to become a gajillionaire!

Lesson learnt:- be prepared to adapt, be prepared to learn and be prepared to give your online presence the same amount of attention as your live presence already commands, so adapt or wilt!

Yes you CAN become an online Purple Poppy if you do the above!

The Naked CEO

18^th June 2010

Did you have a warm, toasty, soft, comfy dry night last night? Lucky you!

They say ’spare a thought for those who don’t’. Well I decided to do more than spare a thought, I decided to join them! And so last night, myself and 86 other CEO’s in Adelaide slept outside at the Adelaide Zoo to raise awareness and much needed funds for the homeless, those far less fortunate than us. Coined the CEO Sleep out by St Vincent de Paul, this initiative has been running for 4 years in Sydney and last night in all major capitals participated.

You might not think this is a big deal, but if you know me you will know this is a huge deal.  You see, I HATE the cold, no, that is too kind a word, I LOATHE the cold. I am an absolute princess when it comes to the cold weather and this was something I did with enormous reluctance. I wasn’t even talked into it, I simply heard about it, and faced it head on and ‘did it’.

While planning for the ‘big night’ I found myself thinking ‘what do homeless people have on them? Had they managed to second blankies, thick coats, warm beanies and warm shoes? I realised I was coming into this venture privileged, so even though I left my face cream and slippers at home, I did take the warmest thing I own, my sheepskin sleeveless jacket. I took thermals extra gloves and extra blankie and wore UBER thick socks. In my ‘baggie’ I took my wallet (in case of fundraising), a torch, my phone to rustle up more donations and my toothbrush. I was carrying the appropriate ’bag lady’ striped/checkered bag.

A week prior to the event I did a reconnaissance of the venue to ensure I knew what I was getting into. I found myself staring at a large rotunda, covered with café blinds protecting the sides and I very quickly decided on my spot right in the middle! Making the decision to arrive early so I secure said spot, I did arrive early and of course nothing goes to plan. I was swiftly roped into being an ‘extra’ on Channel 9 weather live read by Brenton as we ‘set up’ our spots for the night. The phone was pinging furiously as the SMS’s poured in “eeeek you are on the weather”.

As CEO’s began to arrive, I noticed some rather large swags, pillows, inflatable mattresses (built into the swags) thick padded swags and an array of very cozy bedding. I picked on the first bloke to walk in carrying ‘comfort’ and cheekily piped up, “I don’t think homeless people have swags and soft pillows” and he retorted by saying “oh not you too, I have already copped an earful from the wife”. I later discovered that this was an ANZ man who dared to venture ‘out’ for the night. I asked if his swag was waterproof and while I was staring up through the trees into the heavens trying to guess what the weather was going to do, he said “sort of, but not for heavy rain“. I thought he was being optimistic (about the weather).

As the night drew on, we were subject to a number of speakers all related to Vinnie’s, this went on for a few hours and in between the proceedings, dinner was served. In rolled the legendry ‘Fred’s Van’. We were treated to exactly the same faire as the homeless are and Fred has 4 vans around Adelaide serving food to the homeless, all supported by donations and volunteering. I was offered more food than I normally prepare in one sitting at home, soup, a veggie burger (even homeless people have principles and are vegetarian), a cheese & salad sandwich, fruit cake, muesli bars, fruit and hot drinks on tap. More than adequate faire for the evening. It was at this point the weather started giving away some clues.

One could think that Fred’s Van was a thankless task , but ask the volunteers who have been doing this for years and years, CEO’s, ordinary citizens, all doing their bit and enjoying the experience of ‘giving back to the community’. It is easy to walk along the streets and not ’notice’ the homeless and to think that they are useless, lazy ’don’t want to get a job’ gits and remember I come from Johannesburg where homelessness is rife and as common as a cold.

So what has changed for me? Well I traditionally support ‘animal & environmental welfare’ and very seldom put my weight behind human issues especially none so ‘mundane’ as the homeless. In that I mean this cause is very far removed from the ‘glamorous’ charities. Surely these people can think, talk, help themselves. They are adults for goodness sake – aren’t they? Well no not really, lots are children.

Me, we are protected by money, education and a strong social structure. But when these people fall through the cracks it’s the system that lets them down. Some want to get out the rut, some are incapable and some have just given up. There is very definitely a common theme that is prevalent amongst the homeless and they are made up of all sorts of people, just like you and me. People falling on hard times, victims of violence, abuse, addiction and sadly mental health issues. Often the highest amongst us fall off our loftiest perches the hardest and quite often it isn’t about money ironically. But when adults lose all social support, structure and hope it is easy to lose ones way.

It was at this point I began to reflect on my life. I had it all, the high life, the money, the fast cars, fancy houses, the jewels, the maids, the booze and the perfect job. And it was at this point that I nearly lost my own life through being abused, having addictions, and that feeling of worthlessness and despite having all of the above I never felt more alone, depressed and willing to give it all up. What I needed was someone to believe in me, to tell me it was going to be ok and be there to help me get up and keep going, and that salvation came in the form of a father figure boss. Resulting in me being alive to tell the story, but I was so close to living on the street, it was beyond scary, and when I crashed to the very bottom of the barrel – when you can go no further, I was one of the lucky ones, because of a kind word and a helping hand I clawed my way back up and out.

What we don’t realise is the impact of our actions around us which was why I decided to brave the cold and make a stand. We were told a story last night of a man called George, George was 75 years old and his wife asked him to leave. He eventually landed up on the doorstep of St Vinnie’s who took him in. He had no idea where to go, what to do or where to start. They helped him stand on his own two feet and assisted him in starting his life again at the age of 75. Imagine yourself in his shoes, 75. The good news, he didn’t fall through the cracks and he is not a victim of system rather a victor. A success story.

As midnight came around (very quickly might I add) I thought about finding my way to bed. Armed with only my toothbrush (yes I know) and after casting my eye over the sleeping, snaffling, snorting, snoring farting souls in the rotunda, I realised this was too comfortable and that homeless people don’t often have the luxury of a closed in space to bed down for the night. I grabbed my stuff, stood in the delicate sprinkles of the rain and wondered ‘if I were really homeless where would I sleep?’ I discovered 4 giant umbrellas outside the zoo shop and hatched a cunning plan. I squeezed a spot as close to the middle as possible, grabbed some cardboard for my ‘bed’ and promptly got myself organised and settled in. I was sharing the space with about 5 other people who were either snuggled down or getting ‘ready for beddy’.

The trick for staying warm in a sleeping bag is not to sleep with clothes but rather without clothes, you heat up faster and it is way more comfortable, the head and the feet are the areas that need extra warmth so socks and a beanie is perfect. I did find myself thinking if this was ‘real’ I wouldn’t want to be caught butt naked in a storm (with just socks, and a beanie – YIKES). Oh well I thought tonight I will take my chances. Also its easier to get warm quickly in the morning as you start to put layers on. I had my Scandinavian coat thrown (on loan for the night) over me for extra warmth and was surprisingly not uncomfortable. If I slept for an hour at a time, it was a lot. I prefer to sleep on my side but with the ground being so hard it was too sore on my hips so I landed up sleeping on the tummy most of the night using my sheepskin jacket as a pillow (homeless people don’t have pillows).

At about 1.30am I heard rain – the gentle pitter patter of soft rain drops that very quickly escalated into a flash flood, I swiftly moved my stuff closer to the middle on put everything on my cardboard and tried to get back to sleep with the knowledge that I am potentially about to be swept down the zoo road in a tidal wave. Another chap who was under one umbrella a bit further away from us got quite wet on the ground and proceeded to load his cardboard and himself on top of the wobbly plastic square table under the umbrella. He wasn’t a small chap and I recall someone saying to him “are you sure it’s safe up there?” well at least he wasn’t sleeping in a torrent of water. He was nowhere to be seen when we arose at 6am. Maybe he sailed away on the table.

I wondered about our banker out on the lawn in his swag and found myself thinking about a story a girlfriend had told me about swags and charity. Dominic, the CEO of St Vinnie’s was test driving a brand new swag that had been donated to St Vinnie’s for the sole purpose of giving to those that were desperately in need of a bed. My girlfriend (who works for another charity) was helping a resident homeless person (oxymoron I know) but he was making the North Adelaide post office his domicile. In her kindness she arranged gifts of blankies, clothes, swags etc (of which he was very grateful might I add). He was found beaten up with broken teeth because ‘others’ wanted his swag. You’re damned if you and you’re dammed if you don’t!

The animals in the Zoo woke us with a cacophony of sounds, squawks, squeaks and typical noises that zoo animals make, traffic, not to mention we were right under the flight path and the early morning flights were just coming in. The night was anything but peaceful, it was noisy, there were lights on and I imagine it would be very difficult to have peace of mind and wondering whether you were still going to have what little you owned left in the morning, and that some other sod hadn’t swiped your stuff (which is why you should sleep with your clothes on). By the way, it wasn’t as cold as I imagined either, unlike Monday night when it was 2°. I didn’t need all the padding, thermals, extra coats etc.

So after putting my jeans and stuff back on and emerged from sleeping bag fully clothed, this was the first and only time I felt remotely cold, I caved in and wore my coat for all of 10 minutes. I was approached by Tim Noonan from the ABC radio station and he began to interview me. He asked for my insight on the night out and of course I mentioned the ‘sleeping naked’ which he found not only amusing but good enough to air on radio the very same morning (do you know how weird that is to be interviewed then hear yourself on radio not half an hour later!) Anyway, he asked about my bedfellows and I said “charming, I have slept with you all and I don’t even know what you do let alone your names” one of the men responded by saying “that’s typical” and I responded “speak for yourself buddy”. It was an amusing slant.

While listening to the interview in the car on the way home I realised he gave me decent air time and the only other person he interviewed was Tony Braxton-Smith, famed for raising over $20 000 for the sleep out (well done Tony) and I wondered why? Why me and not any of the other 85 people there? A number of reasons I think, and it comes back to what I do, which is personal branding. I was about the only person not wearing a beanie, I was wearing a green woolen 40’s style pull on hat, which was rather dapper, and although my red hair usually attracts attention, my hat hid my hair, so I must have looked different. I was a woman on my own under the brollies and seemingly attracted attention. So the point is that even as a ‘homeless CEO’ I still managed to be a Purple Poppy in a field of blue Vinnie’s beanies and attracted the attention of the media. (More on this in another story).

Once I had been gently and kindly released by Tim from the ABC, I forsook my tooth-brushing and face washing/moisturising routine, figuring homeless people wouldn’t waste money (they don’t have) on cream, I know I wouldn’t, I would rather have a warm meal, a dry bed and dry feet (I would however miss it terribly, I think). Breakfast consisted of sticky buns and the usual accoutrements of hot morning drinks including hot chocolate; it was chilly but very civilized. I also wondered where homeless people would find a hot cuppa in the morning after a frosty night. (*Note to self, next time, when walking through the city at sparrows fart be sure to give a cuppa to a lonely cold soul).

My sleepover reminded me of a time when I had been deserted and abandoned in England and I found myself without work and domicile. After knocking on the Dole office door they began to ‘process me’. I was a born UK citizen but had never worked a day in my life (in the UK) consequently I hadn’t paid a farthing in tax; nonetheless I was a British ‘Citizen’ and entitled to some ‘help’. Whilst looking for work they provided me with a roof over my head, pocket money and even footed the bill for a new pair of glasses (albeit from the kiddy section). Strangers helped me and showed me the way. I was an alien in my birth land.

I was saving all my pennies to return ’home’ to South Africa and survived on 5 pounds a week (this was UK winter ‘95/’96). I would wait till Sunday night and walk half an hour downhill to the nearest big shop and carefully select 5 pounds worth of breads, veggies, soups, food on special, baked beans etc, whatever I could afford to feed me for a week and of course whatever I could carry. And so I would trek back up the hill with a full load on my back in the middle of winter, rain, snow, hail or shine, I did what I had to do to eat. I was one of the lucky ones, at least in Adelaide we don’t have snow, (I couldn’t imagine being homeless in snow).

However, what really rocked me was the support I received. By the morning of the event I was up to about $700 odd dollars and did a pleading email blast (with a photo of me looking like an Eskimo) and encouraged people to support with anything they could as every penny counts. By midnight I had managed to attract another $1000 into my donation account. The goal per person was $1000. I was over the moon as I was able to attend the event in the knowledge that I had (with your help) achieved my goal and didn’t look like an under achiever against all these CEO’s of major corporations, and just me running my small businesses. I beat quite a few of them and was chuffed as chips that little me and ‘My people’ made a significant financial contribution to St Vinnie’s and you can all be proud that we surpassed some of those ‘bigwigs’. Surprisingly a lot of funds came from people I barely know, have met once (if that) and overseas. For your support I am eternally grateful, I know times are tough, but compared to these people our lives are bliss.

At the beginning of the day, I stated loudly “what was I thinking?” Would I do it again? You BET! And as I stood in my warm shower this morning I blasted the cold water to remind me of where I had been and thanked my lucky stars and spared another thought for those less fortunate than us. St Vinnie’s can count on my support next year and I hope I can count on yours again too. Be pleased with yourself as you have helped shape and alter the future of someone, someway, somewhere.

Thank you

Ashley

The Naked CEO

Brand it Purple & tish’n enigma books

How to stand out in a Crowd

Last week I was interviewed by Kylie Bartlett the Web Celeb and in it you will discover the 6 tips to being a Purple Poppy and ‘Standing out’ in a crowd (without having to wear a feather boa or a silly clown tie!).

This is a succinct, amusing interview with plenty of stuff you can implement immediately that will make a difference to you and your business if you apply these really simple tips. So have a listen and be a Purple Poppy!
Cheers, Ashley

How to Stand out of the Crowd & be a Purple Poppy

Purple Poppy attributes – what does Purple Poppy stand for?

Theses are the Purple Poppy attributes:

P – Passionate
U – Unique
R – Remarkable
P – Positive
L – Listener
E – Easy going

P – Professional
O – Original
P – Presence
P – Poise (women) P – Powerful (men)
Y – You Inc

The only difference is poise and power. Women are naturally poised whereas men tend to have a power stance.

Let’s examine them in detail. 

You Inc – Dictionary definition: pronoun
“Used with reference to the person or persons addressed or one such person and one or more associated person.”

You Inc is what this book is all about, you. Your personal brand is representing You Inc. Like a brand represents a company, You Inc represents your brand.

At a networking function, picture the following;

Woman 1:

Greasy, lanky hair, low slung v neck tight fitted top, crinkled trousers, shoes with a broken heel tip, baggy jacket with sweat marks in the armpits, short stubby broken nails, smudged lipstick and a bag with a broken clasp.
Stance, stooped, uncomfortable, unapproachable.

Man 1:

Scruffy hair, rumpled shirt – hanging out at the back, tie with stains, baggy trousers hanging halfway off the bottom, wrinkled jacket, holey socks, scuffed shoes, fingernails chewed to the quick, 1 days stubble growth.
Stance, defeated.

Woman 2:

Shiny salon styled hair, elegant shirt with French cuffs, fitted trousers with a matching well cut jacket, polished shoes with heels intact, manicured fingernails, just a hint of make-up and an elegant handbag.
Stance; upright, confident, approachable.

Man 2:

Clean and neat looking hair, sharp pressed shirt, beautiful tie in a perfect Windsor knot, well fitting suit jacket, buffed shoes, clean cut fingernails, cleanly shaven.
Stance; powerful, confident, capable

Who would You Inc rather be? Woman or man 1 or 2?

You have the power to choose and the power to control who you want to be and how you want to be perceived.

Imagine if you will, a whole field full of red poppies swaying in the breeze being kissed by the sun.  Now imagine that same field with the red poppies, but this time there is one purple poppy. How quickly did that purple poppy get your attention? Pretty quickly I would think.

If we subscribe to the scientific notion that Homo sapiens are constantly evolving, then as we get older we are learning more and more to trust our instincts. In the blink of eye (less than 4 seconds) people/others are making decisions about us, and if we are to make a favourable, lasting and memorable impression as a personal brand we had better learn to do this to the best of our ability thus use it to our advantage.  The best way to do that is to become a Powerful *Purple Poppy.

Purple Poppy’s (not to be confused with Tall Poppy’s) are those very people that we remember, that leave a long and lasting impression on us, are the people who are spheres of influence, they seem to know everyone, they appear to be powerful and very confident, they are a source of knowledge and inspiration, they are generous with their time and share their networks, they are the people that are relevant to us and the people we admire and we want to do business with them. They always seem to be everywhere, you always seem to read about them, or you hear about them in the press, their name always seems to be bandied around, everybody seems to know them, and if they don’t know them, they want to.  They seem to have effortless success, always sought after by the media and have an immaculate dress style. Everybody wants a piece of the Purple Poppy’s. They seem to have endless energy, they are excited about who they are what they do and they always seem to make us feel special wanted and appreciated and we trust them.

If you don’t brand yourself, who will?

First impressions matter … whether we like it or not, as we (as humans) are incapable of not judging. We have less than 4 seconds in which to make that first impression. FOUR seconds!!! People will; look, take us in, absorb, dissect, analyse, judge and consider whether we are worthy of their time, or not. 4 seconds to do all of that, to let their “gut” instinct tell them this person is; trustworthy, intelligent, interesting, worthwhile, boring, maverick (out there), conservative, competent, creative, dynamic, friendly, professional, approachable and so on and on. Within that blink of an eye, we are ‘worked out’/defined. But are we really? In our minds, we have, and that’s the point, who is branding who?. Personal branding is all about perception, your perception of others and their perception of you. Personal branding is something you can control and project, it’s what you stand for, it’s ‘there’ when you walk into a room, it is something that no matter what you offer and who you are, is something that is developed and refined/moulded, then communicated to the world, something that is instantly recognised.

From the moment people first encounter us, we are being judged. From the clothes we wear, to the brand of phone we carry, to the way we hold ourselves, to the car we drive, to the condition of our shoes, to the colour of our hair, to our body shape and height, and we haven’t even opened our mouths yet!!  These are all things that make up the picture of your personal brand, and it is this that people take away and they say to themselves, “this person looks confident, this person looks professional, this person looks like someone I want to do business with.”

How many times have you seen a man at a business function whose shirttail is hanging out of his pants, he hasn’t bothered to shave, his tie is a little bit squiff (and has a drop of coffee on it), his hair isn’t combed right, and his shoes aren’t polished, (funny thing that; people notice shoes). What do you think? You can’t help yourself, you are probably thinking something like; he is sloppy, unorganised, harried, lacking in self respect (which equates to not respecting others), and just not ‘together’. You may not consciously realise that you are thinking this at that time but you will quite likely be less inclined to want to talk with him (and quite possibly not do business with him). The sad thing is, we judge someone by their personal brand and they may never get a chance to offer us some benefits or introduce us to wonderful people.

Example. I was at an event and it was one of those situations where you are given a coloured dot to wear on your lapel. You are then told to seek people out with the same coloured dot. The really good thing about this exercise it forces you to mix with people you wouldn’t normally consider talking to. I came face to face with the oddest of looking characters, a bit frayed around the edges, smelling of mothballs, teeth that needed a dentist and rather dishevelled, lets call him ‘Mr Strangeone’. This was a person one wouldn’t normally give a second thought to, however I’m glad I was given the opportunity to and did. This person took a shining to me for some unknown reason and insisted I contact one of his associates who was currently developing a new company. A number of agencies had pitched for this new company account but the company weren’t too impressed with what they had seen. So Mr Strangeone introduced me to the company and we where invited to pitch for the account, for which we were successful in our efforts. Had I taken him on face value (which is what we tend to do) I would have missed out on not only some fantastic contacts, but new business as well.

People notice details, yet most of the time they don’t realise it and subconsciously they are gathering data and building a mental picture of you. It is for that very reason that we need to ensure we have a powerful, polished personal brand to present.

As a human race, we are utterly incapable of not judging, its in our DNA, we simply can’t help ourselves. It’s not something we do consciously, its something that comes from the gut; instinct. From the beginning of time our very survival depended on our **reptilian part of the brain that is responsible for sharp instincts, and even though we are not being chased by people munching animals and no longer need to hunt and gather food, we still use our instincts but in very different ways.

Today, we are using our instincts in business, for the purpose of building relationships. What is the foundation of relationships? – Trust. Have you ever been in a situation where you were in the process of negotiations, perhaps wanting to bring a new client on board, pitch for a new account or possibly engaging a new employee? Something didn’t quite feel right, maybe there were quiet alarm bells in the back of the head and the stomach was a little unsettled. Perhaps these sensations were confused with excitement, and easy to pass off as venturing into unexplored territory. Only to find out later they were our instincts, talking to us, though not quite as loud and as clear as we would have liked them to. We ignored them (at our peril) and low and behold, it comes back to bite us in the bottom!

So are YOU ready to become a Purple Poppy? YOU can be a Purple Poppy, and you have come to the right place. This book will coach you on going from a being a red poppy to blossoming into a Powerful Purple Poppy.

PR: wait… I: wait… L: wait… LD: wait… I: wait… wait… Rank: wait… Traffic: wait… Price: wait… C: wait…