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Fast Company Magazine wrote a great article on the virus of “unaccountability” in marketing today. This is our summary of that article.

“We aren’t saying, does every dollar we spend turn into revenue? No one here is hounding me for the ROI”.

That’s a quote from Bridget Dolan, the VP of interactive media at Sephora. Surprisingly, she is not alone. It seems that the social media revolution has brought in an age of unaccountability in marketing departments around the world.

3 types of tools that should be creating more accounability, but aren’t (yet).

1. Influentials. Tools like Klout and Peerindex measure how popular and authoritative people are on the Internet. The rationale is that if you can find out who is influential in your space, you’ll be able to connect with them and get them to talk about you. A quote from Joe Fernandez (the CEO of Klout) about how his clients are holding him to account is telling:

“No brand is challenging us on this. We challenge ourselves way harder than any brand does.”

2. Campaigns. Companies like Wildfire and Mr. Youth create campaign experiences for brands using social media. Wildfire, for instance, allows people to create contests that drive people to websites and/or physical locations to participate. Of course, nobody can tell which campaigns will work well and which will flop. David Scobie, the VP of business development at HauteLook, says that

“we’re often surprised – things that we didn’t think were going to take off have been incredibly successful. And others, where all the metrics suggested that something should have been successful, have turned out not to be.”

3. Dashboards. Companies like Sysomos and Actionly allow brands to track what people are saying about them online. Of course, this only creates the illusion of control for brands, and allows CMOs to be transported back to a time where they still had control over their messages.

What the hell is going on?

On the one side of the equation, we have the most trackable medium of all time – the Internet. The amount of data being tracked on you right now (on this site, and every other one you visit) is staggering.

On the other side of the equation, we have a tool (social media) that almost nobody understands how to leverage directly into revenues yet.

Marketers, fearing for their livelihood, seem content to put their heads in the sand rather than admit that they don’t have all the answers yet. So rather than measuring the impact on the bottom line, they come up with quite catch phrases like “it’s about the conversation”.

Where do we go from here

The smart marketers – the ones that I have my money on – are the ones that are measuring the impact on the bottom line every single day. The article stops short of talking about a solution, but I can guarantee you that the companies that come out on top are the ones that are experimenting with social media in different ways daily, but are asking this question at the same time:

“What’s the ROI?”

What do you think? Is it about the ROI?

Note: this is a new feature on Read It For Me where we are summarizing the best articles from the top 10 business magazines on the planet. You know you should be reading them, but you just can’t make the time for them. Do you like it? Is it helpful? Let us know in the comments.

Forbes Magazine wrote a great article on the secrets behind the world’s most innovative companies, and crowned Salesforce.com as their champion. This is our summary of that article.

CEOs: Innovation is your lifeblood.

Innovation is on the top of the priority list for CEOs everywhere. If you are sitting in the corner office (or are on your way there someday soon), finding that next revolutionary idea may be the only thing keeping you and your company from extinction.

If it is so important, why is innovation such a misunderstood process? And why is it that there are seemingly few people – like Steve Jobs, for instance – who are incredibly good at it?

The 5 Skills of Disruptive Innovators

Jeff Dyer, Hal Gregersen and Clayton M. Christensen have a new book called “The Innovator’s DNA” that explains the difference between “iSteve” and you and I. Fortunately for us, the difference seems to be in skills that we can all adapt and put to use for ourselves.

1. Questioning. Innovators always challenge the status quo and are thinking about new possibilities.

2. Observing. Innovators detect small details that suggest new ways of doing things. They look for these details everywhere – in the day to day activities of their customers, their suppliers and even (gasp!) other companies.

3. Networking. Innovators network with others from diverse backgrounds and experience, and low and behold they get diverse perspectives that drive new ideas.

4. Experimenting. Innovators know that they might not have the answer today, but it is only by testing their new ideas that they will have the answers tomorrow.

5. Associational Thinking. Innovators connecting the dots among questions and ideas from unrelated fields and draw parallels to their own.

Innovator Supreme: Mark Benioff from Salesforce.com

When the authors of “The Innovator’s DNA” wanted to quantify the boost innovation gives to a company’s stock price, they calculated what they are calling the “Innovation Premium”. It essentially looks at the net present value (NPV) of the cash flows, and attribute the rest of the value of the market capitalization to what the market expects the company to develop in the future.

The “Innovation Premium” for Salesforce.com is a whopping 75.1%. Why are the markets so pumped up about Mark Benioff and his gang of cloud-computing engineers?

Benioff seems to always be one step ahead of the competition. They led the charge into cloud computing in the corporate environment, and have left their competitors playing a never-ending game of catch up. Now, they are on to the “next big thing” which is helping their customers become “social enterprises”. They have built a social network into their salesforce.com offering and more than 100,000 companies have signed on to try the new service.

What are some of his secrets?

1. He stays connected with people in different industries, and also people from different generations. One person he’s closely connected to is the 28-year-old cofounder of Dropbox, an online file sharing service (that is rumoured to be valued at more than $10 billion dollars). Why? His explanation is simple. “He grew up in the Internet. I didn’t”.

2. He tinkers relentlessly (so he can connect the dots). Even on vacation, he’s playing with Google+, driving a new car (a Chevy Volt) and trying out four different tablet computers.

3. He sees the future, and demands that you come with him. Although this is contrary to much of the advice you’d get from business thinkers, Benioff forced his new social service down the throats of his workforce. Many didn’t think it was a good idea. Benioff made it happen anyways.

These are great lessons to learn, and think about how you could apply them to your work today.

Oh, and don’t forget to read the original article! Pick up a copy at your local bookstore (if you can find one).

This week’s book is We: the power of full engagement, by Kevin Kruse and Rudy Karsan.  You can see the WE video summary, pdf summary and much more inside at Read It For Me Pro. Get access to the WE summary, and hundreds of other book summary resources today. Free trials available.

What you will learn

Engagement has been a buzzword for quite a while in the business world. But for the longest time, there was little in the way of advice on how to systematically achieve it. Luckily, that has changed, and we can all now tap into the wisdom that some of the world’s best companies have shared with the world.

If you need any urging to continue through this summary and find the secrets of the WE approach, consider this: companies with high levels of engagement produce 5 times the shareholder value than those that have low levels of engagement.

Let’s get started!

Brainbomb#1: Clear objectives win.

It’s an obvious fact – people with clear objectives and goals get more done. So why is it that most people don’t have them?

Keep this reminder by your side all week by download the desktop art here: (1440 x 900) or (1920 x 1200). You can also see the video summary, pdf summary and other resources by signing up for a free, no obligation trail membership.

Brainbomb#2: Passion + Purpose + Pay = engagement.

When you find the intersection of what you are passionate about, what you can get paid a good salary doing, and what your “purpose” is, you’ve found the magic spot of full engagement.

Keep this intersection visible all week by downloading the desktop art here: (1440 x 900) or (1920 x 1200). You can also see the video summary, pdf summary and other resources by signing up for a free, no obligation trail membership.

Brainbomb#3: It’s YOUR responsibility to find a job you love.

Whose responsibility is it to find a job you love? Yours. Nobody else can do it for you.

Remind yourself to stop complaining about your job and to find when you love by downloading the desktop art here: (1440 x 900) or (1920 x 1200). You can also see the video summary, pdf summary and other resources by signing up for a free, no obligation trail membership.

Brainbomb#4: What are you doing with your life?

It’s a question we should all ask ourselves from time to time. People change, and you will too.

Make sure you are living at the intersection of the 3Ps by checking in periodically with yourself by downloading the desktop art here: (1440 x 900) or (1920 x 1200). You can also see the video summary, pdf summary and other resources by signing up for a free, no obligation trail membership.

Brainbomb#5: The formula for engagement is…

How do you know if your team is engaged or not? The formula for engagement is pride, satisfaction, advocacy and retention.  If you have those four things, you’ve got engagement.

Remind yourself this isn’t really about reading, but learning faster to achieve your goals faster by downloading the desktop art here: (1440 x 900) or (1920 x 1200). You can also see the video summary, pdf summary and other resources by signing up for a free, no obligation trail membership.

This week’s book is Breakthrough Rapid Reading, by Peter Kump.  You can see the Breakthrough Rapid Reading video summary, pdf summary and much more inside at Read It For Me Pro. Get access to the Breakthrough Rapid Reading summary, and hundreds of other book summary resources today.

What you will learn

Oscar Wilde once said that “It is what you read when you don’t have to that determines what you will be when you can’t help it.”  Simply put, what you put into your brain makes an enormous difference in who you are and who you will become. So why do so few people actually read books on a regular basis after they are finished their formal education and get launched in the “real world”?

If you are willing to put aside the excuse that you don’t have enough time, and learn how to double or even triple your reading speed, you might unlock a world of new possibilities for yourself.

Let’s get started!

Brainbomb#1: You are what you read

It’s what you read when you don’t have to that determines who you will be when you can’t help it. So, what are you putting into your head these days?

Keep this reminder by your side all week by download the desktop art here: (1440 x 900) or (1920 x 1200). You can also see the video summary, pdf summary and other resources by signing up for a free, no obligation trail membership.

Brainbomb#2: To read faster, use your finger.

I bet they didn’t teach you this in grade school, but the single largest thing that will help you read faster is to use your finger.

Remember to give your book the finger by download the desktop art here: (1440 x 900) or (1920 x 1200). You can also see the video summary, pdf summary and other resources by signing up for a free, no obligation trail membership.

Brainbomb#3: Advanced techniques will help you go even faster.

The 4 advanced techniques of underlining, dusting, circling and paragraphing will help you read even faster – up to 1,000 words a minute!

Keep reminders of those 4 techniques by your side all day by downloading the desktop art here: (1440 x 900) or (1920 x 1200). You can also see the video summary, pdf summary and other resources by signing up for a free, no obligation trail membership.

Brainbomb#4: Want to read 4 times faster?

Average readers read at 250 words per minute. Speed readers often break the 1,000 words a minute mark. You can to.

Keep a constant reminder of your 1,000 word/minute goal in front of you by downloading the desktop art here: (1440 x 900) or (1920 x 1200). You can also see the video summary, pdf summary and other resources by signing up for a free, no obligation trail membership.

Brainbomb#5: Read faster, learn faster.

Whatever your goal is, you can get there by reading faster and learning more than anybody you know.

Remind yourself this isn’t really about reading, but learning faster to achieve your goals faster by downloading the desktop art here: (1440 x 900) or (1920 x 1200). You can also see the video summary, pdf summary and other resources by signing up for a free, no obligation trail membership.

This week’s book is Do The Work, by Steven Pressfield.  You can see the Do The Work video summary, pdf summary and much more inside at Read It For Me Pro. Get access to the Do The Work summary, and hundreds of other book summary resources today.

What you will learn

Have you ever listened to the voice in your head as you were going about your work? Has it ever told you that “there’s always tomorrow”?  Has it ever told you that “you aren’t good enough”?  Or maybe it’s telling you that “your plans are crazy”. Sometimes that little voice in your head is a good thing, and keeps you out of danger, like that time you wanted to stick your head into the mouth of a live alligator.  However, as Stephen Pressfield tells us in Do The Work, this voice doesn’t always have your best interests at heart. It wants you to play it safe, and in the process, scrap the plans you have for greatness.

Here, finally, is the truth about getting to greatness – that for all the plans and dreams you aspire to, you ultimately have to bear down and do the work.  It’s not going to be pretty, but it’s the only way to accomplishing great things.

Brainbomb#1: The Best Ideas Will Arrive Anytime.

Just like a Delta airlines flight, the best ideas don’t land on schedule. Sometimes they’ll come when you are sleeping, or worse yet, right smack dab in the middle of a project. Be flexible enough to use your best ideas to your advantage, no matter where you are.

Keep this reminder by your side all week by download the desktop art here: (1440 x 900) or (1920 x 1200). You can also see the video summary, pdf summary and other resources by signing up for a free, no obligation trail membership.

Brainbomb#2: Be ready for problems.

Problems will happen, again and again. They are there to separate the proverbial men from the boys. There’s one thing for certain – there’s no problem tough enough to stop a dream.

Keep this inspiration by your side all week by download the desktop art here: (1440 x 900) or (1920 x 1200). You can also see the video summary, pdf summary and other resources by signing up for a free, no obligation trail membership.

Brainbomb#3: Slay the dragon, forever.

The dragon is the resistance at the end of your project. It’s strongest then, and by figuring out exactly what you need to do in order to beat it, you’ll be free to “finish” projects for the rest of your life.

Slay the dragon every day by downloading the desktop art here: (1440 x 900) or (1920 x 1200). You can also see the video summary, pdf summary and other resources by signing up for a free, no obligation trail membership.

Brainbomb#4: Start at the End

All great writers know that you start at the end first. It’s pretty tough to write an amazing story when you don’t know the final scene. The same can be said of each and every project you undertake – if you don’t know where you are going, what are you doing it for?

Never start at the beginning again by downloading the desktop art here: (1440 x 900) or (1920 x 1200). You can also see the video summary, pdf summary and other resources by signing up for a free, no obligation trail membership.

Brainbomb#5: The voices in your head

Everybody has voices in their head telling them that they aren’t good enough, or that rather than working on that important project, you should browse cat photos on Facebook instead. Ignore the voices in your head and follow the voice from your heart, instead.

Remind yourself that hearing voices is ok (really) by downloading the desktop art here: (1440 x 900) or (1920 x 1200). You can also see the video summary, pdf summary and other resources by signing up for a free, no obligation trail membership.

This week’s book is Gamestorming, by Dave Gray (et al).  We’ve teamed up with Dave to give you access to the video summary, pdf summary and much more inside at Read It For Me Pro. The first 100 of Dave’s fans and friends to sign up will get access to the Gamestorming summary, and hundreds of other book summary resources.

What you will learn

The world demands a lot of us. If you are running or working in a business, there are todo lists to manage, monthly targets to hit, and if you are truly lucky there’s a stock market to answer to on a quarterly basis. All of which leads us to put our heads down and focus on executing our jobs to the best of our abilities.  However, there comes a time when we need to pick our head up, and ask ourselves the question: “what’s possible here?”

Sure, you could just hold a brainstorming session where you get a bunch of people in a room and ask them “what’s possible”, or “where are we heading”, but that process usually leaves everybody frustrated and disillusioned.  Luckily, Dave Gray, Sunni Brown and James Macanufo have given us the playbook for when we are ready to answer that question correctly, in a way that leaves us inspired to greatness. Get out your thinking caps, it’s time to learn how to Gamestorm.

Brainbomb#1: What’s Possible Here?

This is a question that you don’t often get to ask yourself – “what’s possible”.  It’s a scary question, because it places the responsibility for finding the answer squarely on your shoulders.  Those who embrace this question, though, are the ones who succeed in finding innovative solutions to almost any problem.  Are you that type of person?

Keep this question by your side all week by download the desktop art here: (1440 x 900) or (1920 x 1200). You can also see the video summary, pdf summary and other resources by signing up for a free, no obligation trail membership.

Brainbomb#2: Randomness Is Good

This is a question that you don’t often get to ask yourself – “what’s possible”.  It’s a scary question, because it places the responsibility for finding the answer squarely on your shoulders.  Those who embrace this question, though, are the ones who succeed in finding innovative solutions to almost any problem.  Are you that type of person?

Keep this question by your side all week by download the desktop art here: (1440 x 900) or (1920 x 1200). You can also see the video summary, pdf summary and other resources by signing up for a free, no obligation trail membership.

Brainbomb#3: Ignite Something Today

One of the most important parts of any brainstorming session is the beginning. And the tone of any brainstorming session is set by the questions that you frame the challenge with. In fact, questions are the fuel for almost any creative fire. What question can you ask today to ignite a revolution in your company?

Remind yourself that it’s ok to ignite a revolution by downloading the desktop art here: (1440 x 900) or (1920 x 1200). You can also see the video summary, pdf summary and other resources by signing up for a free, no obligation trail membership.

Brainbomb#4: Make Your Meetings Suck Less

Let’s face it – your meetings suck. More than half the people are pecking away at their Blackberrys or iPhones while you drone on about the need for change. That’s ok though, because now you have permission to add some fun to your meetings and energize your entire crew.

Make your next meeting suck less with this not-so-subtle reminder by downloading the desktop art here: (1440 x 900) or (1920 x 1200). You can also see the video summary, pdf summary and other resources by signing up for a free, no obligation trail membership.

Brainbomb#5: Every Strike Brings You Closer

Not all of your ideas are going to be homeruns. But you’ll never get to the homeruns if you don’t swing the bat. The good news is, your batting average doesn’t matter in brainstorming sessions – all you need is one hit to win the game.

Remind yourself that striking out is the only way to a homerun by downloading the desktop art here: (1440 x 900) or (1920 x 1200). You can also see the video summary, pdf summary and other resources by signing up for a free, no obligation trail membership.

Multimedia Learning: BrainBomb #1 (Images and Narration)

This post is inspired by Multimedia Learning, and is part of our “BrainBomb” series – daily inspiration and tools to help you find out what you are truly capable of.  If you are inspired by the idea in this post, download the BrainBomb desktop wallpaper: (1440 x 900) or (1920 x 1200). If you want a video summary and workbook for this book, sign up for a free trial of Read It For Me Pro.

You Are What You Read

I couldn’t agree more with Oscar Wilde when he said:

“It is what you read when you don’t have to that determines what you will be when you can’t help it.”

I’m a firm believer in the power of knowledge to transform lives, and that what you read and learn can make the difference between greatness and mediocrity. You don’t need to take my word for it, either. There’s a new website by the great folks at Scholastic have created a neat new site called You Are What You Read where a lot of people you’ve heard of are listing the books that have influenced them. What’s more, we are living in a time where we have more access to information and big ideas than we’ve ever had before. For people who wake up in the morning wanting to make a difference, this is a very exciting time indeed.

But Can We Do It Better?

When we think of learning, we think of reading books and listening to lectures. We often bemoan the fact that “people aren’t reading enough books”, but rarely wonder if reading a book is in fact the best way to learn. The surprising answer is that there ARE better ways to learn, and the work of Richard Meyer is pioneering this field.  His research gives us quite a bit, but most importantly that there are significantly better ways to learn than reading words on a page, or listening to somebody give a lecture.

One of the most effective ways to improve on the traditional book experience is through the combination of images and narration. So, rather than reading words, you would listen to somebody narrate a presentation that included visuals to help you learn the concepts you are attempting to learn.  TED Talks from people who have slides that aid in understanding would count, a “talking head” video would not.

Are We Doing Enough?

There are a lot of people doing amazing things with web video, and it is literally changing the world. Chris Anderson of TED fame gives us a glimpse into the future with this great talk. But are we doing enough to help the next generation of students (and even those of us who are no longer in school) learn in the most effective way possible?

Not until these principles from Meyer’s research get embedded into curriculums around the world.  Stick around this week as we explore the other principles from Meyer’s research and how they will transform education, forever.

This post is inspired by Moonwalking with Einstein, and is part of our “BrainBomb” series. If you are inspired by the idea in this post, download the BrainBomb desktop wallpaper: (1440 x 900) or (1920 x 1200). Here are the first, second and third posts in this series. If you want a video summary and workbook for this book, sign up for a free trial of Read It For Me Pro.

Claudia Schiffer swimming naked in a container of cottage cheese

Indulge me for a second here. Imagine that this large container of cottage cheese was on your front porch.  Close your eyes and visualize it in as much detail as possible.

Done?

You’ve just taken the first step in using the Memory Palace technique that was first used by fifth-century BC poet Simonides when he was at a dinner that ended in disaster – the building collapsed killing many of the people inside.  Simonides escaped, only to find himself standing outside the rubble watching a number of people search the rubble for their loved ones. As he was standing there, Simonides realized that he remembered exactly where each of the people at the dinner party had been sitting, without any attempt to memorize them beforehand. The layout of the room and the location of each person within it was embedded in his memory.  He was then able to help the grieving families locate their loved ones.

He discovered something powerful that day – that our brains have an uncanny knack for remembering images and locations.

Memory is about creativity, not brain power

As the world memory champions would tell you, having a powerful memory is all about creativity. Why? Because we have an unlimited capacity to remember things when they are memorable, and we can recall them at a moment’s notice by storing them in our brain in a specific fashion. So, the only thing that is standing in your way is your ability to create associations between the things you want to remember, and the things that are memorable.

Skeptical?

The next time you see a container of cottage cheese (or your front porch), I dare you not to imagine Claudia Schiffer swimming naked in it. In fact, this is the exact image that Joshua Foer was instructed to commit to memory in his first lesson on creating a powerful memory.  When you store that memory in a place that you can go back to in your mind, you can literally create a system to remember anything that you want to.

Here’s how I’ll use this technique

I read a lot of books. While I was in law school, I somehow managed to read more non-law books than our assigned texts. Unfortunately, I remember little (if anything) from the entirely of my lifelong reading.  Up until recently, I just accepted that as part of my life. I would read a lot, remember bits and pieces, and hope that the bits and pieces were the right bits and pieces.  Not a great game plan, for sure.  I’ve always intuitively thought that it didn’t need to be this way, but now I have proof.

So, I’m going to start using it to create mental models of every single book I read, so that I can recall the principles at a moment’s notice. I’m also going to start embedding that method into the book summaries we create for our Read It For Me Pro subscribers. I can’t imagine a more powerful thing than having the ability to access everything you’ve ever learned on a moment’s notice.

How could YOU use this technique to improve your life?  If you want a specific run through of how to use these techniques in your life, sign up for a free trial of Read It For Me Pro and get the full summary.

This post is inspired by Moonwalking with Einstein, and is part of our “BrainBomb” series. If you are inspired by the idea in this post, download the BrainBomb desktop wallpaper: (1440 x 900) or (1920 x 1200). Here are the first, second and third posts in this series. If you want a video summary and workbook for this book, sign up for a free trial of Read It For Me Pro.

My Brain is Bigger Than Yours

Size does matter. If you are a cabbie in London, that is. You see, it’s pretty much a guarantee that every single cabbie in London has a larger right posterior hippocampus than you.  No, it’s not from driving on the wrong side of the road all day. It’s from using the part of their brain that is responsible for spatial navigation and visual memory. To become a cabbie in London, you need to spend between 2 – 4 years memorizing the more than 25,000 twisting and curving streets of the London area. Incredibly, only 3 out of every 10 people pass the final exam (called “The Knowledge”).

What does that have to do with me?

Unless you conclude that for some reason all people with a large right posterior hippocampus are attracted to the taxi profession, it means that we literally have the ability to change the structure of our brains. Scientists call this “plasticity”, I call it “fucking awesome” (Julien Smith and Jonathan Fields said it was ok to swear).  We are living in a world where the only thing that determines our long-term success is how well we use our brains. To realize that we have the ability to shape our brains the way we shape our waistlines is like being given the keys to the golden kingdom.

Bigger brains store more information

Surprisingly, another study looked at the brains of people who performed well at the World Memory Championships and found that they use the same parts of their brains to memorize vast amounts of information. They do things that you would think that only Rainman could pull off, like memorizing the exact order of every card in 20 decks of cards and repeating it back to you (we’ll discuss how they do it later this week).  That might be useful the next time you are at a cocktail party and want to impress the ladies, but what if you could use the same techniques to learn the basics of every business subject on the planet? And what if you could encode it into your memory so that it was there any time you needed it? That’s not only powerful, it’s also possible.

So in a world where we are more inclined to leave the memorizing to Google, there’s solid evidence that doing so could leave you without something very impressive – a bigger brain. I’m off to study my maps of London.

This post is inspired by Moonwalking with Einstein, and is part of our “BrainBomb” series. If you are inspired by the idea in this post, download the BrainBomb desktop wallpaper: (1440 x 900) or (1920 x 1200). Here are the first, second and third posts in this series. If you want a video summary and workbook for this book, sign up for a free trial of Read It For Me Pro.

We used to use our brains

Once upon a time, memory was the root of all culture. It was the way that customs, traditions, and knowledge got passed from generation to generation. If you wanted to “know” something, you had to commit it to memory.  For thousands of years, all of histories great stories and customs were passed on by word of mouth – which is to say that they were committed to memory.

But not any longer

When we (in the 21st century) think of committing something to memory, our first thought is to find a place that we can record it so we can access it at a later date. In the last few hundred years, we would put pen (or printing press) to paper, and pull it up when the time was appropriate. In the last 25 years or so, we transitioned from paper to bytes on a computer. In the last 5 years or so, we transitioned from bytes on a computer to bytes on a phone.  And if we didn’t record what we are looking for, surely we could just Google it, right?

I’ll just Google it instead

The one argument against training your memory is we will always have the world at our fingertips. The problem with this reasoning is that there are a number of important situations I can think of where “I’ll just Google that” is not a viable option. Like in the middle of an important meeting, for instance.  It’s also a lot like cramming for an exam at the end of the semester – the information just doesn’t stick. If it doesn’t stick, you’ve lost your ability to use it.

What’s your take – do we need to be training our memories, or can we truly rely on Google for everything we need to know?