Every leadership transition creates uncertainty. This should include an assessment of the generic strategy the company is using in their business, the extent and relatedness of diversification, the. In order to solve the problem of the management team, she needs to bring in new people. 1. represents a better methodology for guiding the implementation of They were well informed about the company and its customers need, so the characteristics of the company were not very new to the industry as they shaped the companys structure according to the Canadian dynamics. scale up in order to be successful and beat out massive market competitors like Nike and Adidas. When Day came in, she needs to react fast and bring back the culture of Lululemon. VAT No GB 870 9608 93. The company was established with a unique blend of cultural values where employees were assigned to educate the guest about the technology and fabric used for making the product and make them understand and identify that what differentiated it from the competitors product. Privacy Statement, Stuvia is not sponsored or endorsed by any college or university, Also available in package deal from 20,75 , Comme convenu! Meanwhile, a small strategy team was pulling together a baseline analysis of the units performance and culture. The organization concentrated highly on the quality of the products and was operating with an integrity of trying to provide their employees with a work life balance. 1. We're available through e-mail, live chat and Facebook. Also a reading about Business Models and timely new items . It is said that case should be read two times. The less demand of the products in such locations is making it difficult for the company to cover the cost of the location. There were several drawbacks associated in order to keep this culture maintained, managers were given autonomy to decide and make decision regarding their stores. existing culture with the need to build and expand and leadership styles. using Value Chain. Explain how your VRIN analysis supports the company to "Leadership, Culture, and Transition at lululemon" highlights the fundamental tensions that entrepreneurial companies and their leaders face when going to scale: balancing rapid growth and the need to leverage their organization architecture (and associated cultures) as the firm evolves.One year single-user license. Lulu lemon manifesto sketched the first mission of the organization, containing a list of philosophies and ideas for positive and healthy lifestyle. Harvard Business Review - Ideas and Advice for Leaders Generative AI Won't Revolutionize Search Yet There are major practical, technical, and legal challenges to overcome before tools like. report, Leadership, Culture and Transaction at Lululemon. if he/she doesn't know about what are the unique values that LLM can bring to the customers, it is hard for he/she to capture it through the transition. Attracting and retaining the right talent, Reorganizing to capture maximum value quickly, McKinsey_Website_Accessibility@mckinsey.com, new CEOs reshuffle their management teams, People & Organizational Performance Practice, organizations appropriately support new leaders, communicate explicit ideas about what to stop, not just about what to start, The evidence doesnt support these claims. This doesnt necessarily mean that leaders shouldnt move quicklyfor example, 72 percent of them wish they had taken less time to reshape their teams.16 16.Ascending to the C-suite, April 2015. Lafley increased P&Gs profits by 70 percent and its revenues by almost 30 percent in his first five years. The strengths and weaknesses are obtained from internal organization. Their marketing research is mainly rely on the directly feedback from customers. Day also observed that cross-functional barriers had eroded the sense of teamwork within what was originally a strong values-led organization, resulting in an inability to achieve compromise. It resulted mismanagement of the real estate strategy, and struggling to implement new inventory systems to keep pace with the demands in market place. If you would like information about this content we will be happy to work with you. Though there are some cost attached with the adaptation of decentralization approach. Subscribed to {PRACTICE_NAME} email alerts. They launched initiative teams to determine how to implement all the priorities. Pulling It All Together Cases: Marissa Mayer at Google; Yahoo! priorities for achieving the aspiration, identified the new capabilities it required (for example, digital marketing, data analytics, and customer relationship management), and considered organizational options. 2. Position and current economy trend i.e. Sofia, a high-ranking leader at a European financial-services company, accepted a senior-executive position in its insurance-brokerage business. Changes in social patterns and lifestyles. The case is set at a crossroads for the company, as incoming CEO Christine Day prepares to take the helm in mid 2008. Week 5 Discussioin lululemon Video Case lululemon is a Canadian company that specializes in high-end athletic apparel. There is a high risk for incurring loss if the manager do not contain the required skill and are incapable. as the industry have high profits, many new entrants will try to enter into the market. Still others face a mix of requirements. It often create conflicts between the top and lower management, when the pressure on the store managers is increased by the top management to increase the revenue, resulting in the shift of the goals from corporate to each store goals, giving rise to inter-store conflicts. For some, the starting role is to maintain and improve steadily what they inherited in each of these dimensions. So, as leaders in a transition take stock, they should ask what they can delay or terminatefor example, initiatives, meetings, process steps, reports, and rituals. us: [emailprotected]. Copyright 2023 Harvard Business School Publishing. To be prepared is half the battle. What is the other half? Video segments Leadership, Culture, and Transition at Lululemon | The Case Centre, for educators Anna Maria. Despite the increase in frequency, only 29 and 32 percent of US and global leaders, respectively, feel that their organizations appropriately support new leaders.As many as 74 percent of US leaders and 83 percent of global ones think they are unprepared for their new roles. Sofia had some previous contact with the business but knew little about how it worked, although she did know its reputation as a weak performer. The board directed. The four components of VRIO analysis are described below: VALUABLE: the company must have some resources or strategies that can exploit opportunities and defend the company from major threats. Participative leadership is, shared decision making; where leaders ask followers for their ideas and incorporate the thoughts. It must be accompanied by the multimedia case by the same title, which contains 17 videos with a total running time of 56 minutes. the lesser money and resources are required to enter into any industry, the higher there will be new competitors and be an effective competitor. Leadership, Culture, and Transition at Lululemon: Case Ana - United States men s national basketball team, Case Study Analysis: Leadership, Culture, and Transition at lululemon, Andy Colley, Jennifer Berg, Rupy Sandhu, Ean Silbar, Andy Colley: Christine Days strengths and weakness, Jennifer Berg: Christine Days leadership style and approach, Rupy Sandhu: Bob Meers leadership styles and approach, Ean Silbar: Introduction and description of the problem, All: Conclusion, final review, recommendations and approval, The case study "Leadership, Culture, and Transition at lululemon" (Tushman, Page &, Ryder, 2018) examined the impact of leadership on organizational change during the expansion, of lululemon, a company that created high-end activewear clothing. 3. If the transition succeeds, the leaders company will probably be successful; nine out of ten teams whose leader had a successful transition go on to meet their three-year performance goals (Exhibit 1). However, if there are many suppliers alternative, suppliers have low bargaining power and company do not have to face high switching cost. College Physics Raymond A. Serway, Chris Vuille. Inc.: Marissa Mayer's challenge. Attracting and retaining the right talent (November 2017) was the first in our series of articles based on the book. One is duplicating that is direct imitation and the other one is substituting that is indirect imitation. The Case Centre is dedicated to advancing the case method worldwide, sharing knowledge, wisdom and experience to inspire and transform business education across the globe. - Inhouse team of MBAs and CFAs (not reliant on freelancers), We are the Number 1 Case Study Solution Provider In the Case Study Help Niche, Urban Video Game Academy: Getting in the Game, Pfizer Pharmaceuticals: Green Chemistry Innovation and Business Strategy, Power and Influence: Achieving Your Objectives in Organizations. Growing the company required leaders with specific leadership styles to carry the organization to the next step. Lululemons costumer service is compatible to the products they delivered to the customers. We reviewed their content and use your feedback to keep the quality high. Stakeholders typically expect a new CEO to propose a strategic vision within the first eight months, not the first 100 days (Exhibit 3). from a number of landmark studies, including Brad Smart and Geoff Smart, Topgrading: How to Hire, Coach and Keep A Players, New York, NY: Penguin, 1999; Mark Murphy, Leadership IQ study: Why new hires fail, Public Management, 2005, Volume 88, Number 2; Patricia Wheeler, Executive transitions market study summary report: 2008, The Institute of Executive Development, 2008; George Bradt, Jayme Check, and Jorge Pedraza, The New Leaders 100-Day Action Plan: How to Take Charge, Build Your Team, and Get Immediate Results, Hoboken NJ: Wiley, 2006; and recent Gallup polls. Tottenham Hotspur Plc Pharmagroup Int. More than half also think that they didnt spend enough time taking stock of their personal leadership strengths and weaknesses during the transition and evaluating their personal operating models. She should share her ideas on the issues prevailing in the company especially with the senior management. Just talk to our smart assistant Amy and she'll connect you with the best Prioritize the points under each head, so that management can identify which step has to be taken first. She also reserved time to reflect on strategy, organizational dynamics, and her personal impact. Lafley and his senior team quickly ended almost $200 million of experimental technology projects and regional marketing campaigns. Case Flash Forward Leadership Culture and Transition at lululemon 2010. their business-level strategy (Cost differentiation strategy). Question: Lululemon case study (Leadership, Culture, and Transition at lululemon) 1) Provides analysis of the internal environment of Lululemon using VRIN. She met the team every week to discuss the findings and create one version of the truth.. what international corporate-level strategy (choose from global, multi-domestic, and transnational) would you recommend for Lululemon? The potential factors that effects bargaining power of suppliers are the following: Realistic solution should be identified that can be operated in the company, with all its constraints and opportunities. Course Hero is not sponsored or endorsed by any college or university. Pharapreising and interpretation due to major educational standards released by a particular educational institution as well as tailored to your educational institution if different; David Smith. to help you write a unique paper. Whereas, the opportunities and threats are generally related from external environment of organization. Their products have long last time and customized design. He drove Lululemons expansion to US market. You may use it as a guide or sample for Despite the increase in frequency, only 29 and 32 percent of US and global leaders, respectively, feel that their organizations appropriately support new leaders. Moreover, the misguided store location needs to be rearranged following their brand strategy, which expends according to the geographic and demographic market segmentation. like sourcing fabrics which are technically suitable for Providing two undesirable alternatives to make the other one attractive is not acceptable. STEP 9: Selection Of Alternatives For Case Flash Forward Leadership Culture and Transition at lululemon 2010 Case Solution: It is very important to select the alternatives and then evaluate the best one as the company have limited choices and constraints. Northwestern University As expansion efforts began, new leadership and team members joined and impacted culture, After the company's period of aggressive expansion led by Bob Meers, affectionately, known as Bob the Builder, the company hired Christine Day, current Senior Vice President of, retail at lululemon and a former upper-level Starbucks leader, as the new chief executive officer, (CEO) of lululemon. These questions boil down to one: Will the leader be successful? She also had to dismiss another of her direct reports unexpectedly after major risk and compliance issues surfaced. SWOT for Case Flash Forward Leadership Culture and Transition at lululemon 2010 is a powerful tool of analysis as it provide a thought to uncover and exploit the opportunities that can be used to increase and enhance company's operations. For example, using Aquafina in substitution of tap water, Pepsi in alternative of Coca Cola. Strong and powerful political person, his point of view on business policies and their effect on the organization. In the next workshop, an experienced facilitator helped Sofias direct reports to decide on specific performance goals (such as margin growth, cross-sell rates, and customer satisfaction) and to identify the necessary shifts in mind-sets and behavior. Use particular terms (like USP, Core Competencies Analyses etc.) The companys top leaders felt that although this would be a stretch assignment, she was right for it. Leadership, Culture, and Transition at lululemon (Screen Text Version) Note: This is not a stand-alone document. Lululemon's business strategy is unique in that it does not sell its products but rather its brand and how it is appropriate for a fun, trendy, and healthy lifestyle. Due to the aggressive strategy application to expand across borders, they started its operation in the U.S without having any sufficient knowledge about the U.S market, as a result the company ended up having huge loss due to low demand and high cost of expansion because the budget was insufficient to cover the cost of operation in the U.S market. Lululemon case study (Leadership, Culture, and Transition at The specific range mentioned here comes from Executive Transitions Rise, Challenges Continue, IED and Alexcel Research, June 2013 (27 percent), and High-impact leadership transitions: a transformative approach, CEB, 2012 (46 percent). However, introduction should not be longer than 6-7 lines in a paragraph. To make a detailed case analysis, student should follow these steps: STEP 1: Reading Up Harvard Case Study Method Guide: Case study method guide is provided to students which determine the aspects of problem needed to be considered while analyzing a case study. Twelve weeks into the new job, Sofia announced a restructuring of the business, the early retirement of two executives, and the creation of three new executive roles. Debbie Weil, Three things on Jim Collins stop doing list,. The company was also struggling to manage its inventory system, as due to the increase number of stores and inaccurate forecasting, the company faced the shortage issues in the area where products were in great demand that affected the income and profit of the company. In addition, the quantitative data in case, and its relations with other quantitative or qualitative variables should be given more importance. CHAPTER 1. Sofia effectively took stock and took action in the areas that matter, and so should all executives who want to ensure that their transitions are a success. All rights reserved. External environment that is effecting organization. In the problem statement, the companys most important problem and constraints to solve these problems should be define clearly. At Lulu lemon, decentralized approach was used, the decision was passed to each of the store managers providing them with the opportunity to involve their respective staff members in the process of any decision to be made i.e. Clear yourself first that on what basis you have to apply SWOT matrix. "The whole organization slowed down." It is very important to have a thorough reading and understanding of guidelines provided. Choose skilled expert on your subject and get original paper with free plagiarism But HR departments already have a full plate.12 12.Executive Transitions Rise, Challenges Continue, IED and Alexcel Research, June 2013. Company Registration Number: 61965243 Precise and verifiable phrases should be sued. Moreover, it also helps to the extent to which change is useful for the company and also guide the direction for the change. Devry University Furthermore the poor management and supervision at various sites in the U.S increased the quality and the cost concerns for the company. The direct reports are also 20 percent more likely to be disengaged or to leave the organization.3 3.CEB Blogs, Corporate finance: The cost of poor leadership transitions, blog entry by Kruti Bharucha and Nitika Dial, October 29, 2013, cebglobal.com. In addition, alternatives should be related to the problem statements and issues described in the case study. It mainly consists the importance of a customer and the level of cost if a customer will switch from one product to another. match. Video segments Leadership, Culture, and Transition at Lululemon | The Case Centre For senior-executive roles, these outlays have been estimated at 213 percent of the annual salary.4 4.Heather Boushey and Sarah Jane Glynn, There are significant business costs to replacing employees, Center for American Progress, November 2012, americanprogress.org. When Advent international and high land capital decided to invest in Lulu lemon they saw a huge potential in the company to bring a sufficient sum of profits that Lulu lemon was capable of earning for them. Will a worthy successor be developed? Its changes and effects on company. XCMG: DIGITAL BUSINESS . This structure encourages the intrapreneurship and allows the employees engage and communicate with the organization. The aggressive expansion strategy adopted by Bob was the major reason that exposed the company to various issues. SWOT for Case Flash Forward Leadership Culture and Transition at lululemon 2010 is a powerful tool of analysis as it provide a thought to uncover and exploit the opportunities that can be used to increase and enhance companys operations. Experts are tested by Chegg as specialists in their subject area. scape and a solid strategy, crafting a finely tuned organization wont do you much good. Scott Keller is a senior partner in McKinseys Southern California office, and Mary Meaney is a senior partner in the Paris office. Many employees, for instance, felt that being part of a larger financial-services institution hurt the insurance operations performance. The case "Leadership, Culture, and Transition at lululemon" (Tushman, Page & Ryder, 2018), highlights the issues of balancing. How would you deal with Chip? It uses the organic control over the managers and its employees by allowing manager to manage things accordingly based on their decision in each location. However, when more than one few companies uses the same resources and provide competitive parity are also known as rare resources. It highly focused on the culture within the organization and provided the direction for operating business and guidance to the organization regarding the interaction with the customers. The goal of Lululemon is to grow the company by open more stores and ultimately increasing sales to $1 billion. The company was highly independent as it designed and manufactured its own products. As leaders take action, they should not only be clear about what will stop and start but also adopt a philosophy from the world of good housekeeping: one thing in, one thing out. Together, they created a high-level aspiration: to operate as a bank-owned business rather than a standalone company; to segment the market in a disciplined way rather than trying to be everything to everyone; and to consider acquisitions only after they had shown that the unit could organically grow. Liberty University 2. Yet only 47 percent of external hires and 29 percent of internal ones find these helpful. Therefore, it is necessary to block the new entrants in the industry. However, imitation is done in two ways. Dont Its performance was turning aroundit beat its plan, with significant increases in cross-selling and in profit margins. The teams also suggested what should be on the stop-doing list and how the companys culture could change through role modeling, storytelling, reinforcement mechanisms, and skill building. However, the new entrants will eventually cause decrease in overall industry profits. Student should provide more than one decent solution. Successful leaders are 1.8 times more likely than others to communicate explicit ideas about what to stop, not just about what to start. We use cookies to give you the best experience possible. Ten weeks into the role, Sofia assembled her team for a two-day aspiration-setting workshop at an off-site location. The author of this theory suggests that firm must be valuable, rare, imperfectly imitable and perfectly non sustainable. Organizations most often try to help newly appointed leaders by supplying them with mentors or informal buddy networks. To analyze the business objective and its opportunities and threats, following steps should be followed: These headings and analyses would help the company to consider these factors and make a big picture of companys characteristics. The sales of the company per square foot dropped from $1710 to $1451 in the year 2018 and the overall store sales dropped from 24% to 3% due to continuous inventory and real estate issues in the United States. Get original paper in 3 hours and nail the task. They prioritized four core businesses and ten countries. If you'd like to share this PDF, you can purchase copyright permissions by increasing the quantity. Any firm who has valuable and rare resources, and these resources are costly to imitate, have achieved their competitive advantage. writing your own paper, but remember to Having taken stock of the businesss situation and aligned on an aspiration, Sofia and her direct reports began to plan how they would take action. The strong culture of Lulu lemon focuses on developing and promoting entrepreneurship and importance of making quality products while creating a balance between work and life and the need of having fun. , felt that being part of a larger financial-services institution hurt the insurance performance. Lululemon Video case Lululemon is a senior partner in McKinseys Southern California office, and her personal impact concerns the. Canadian company that specializes in high-end athletic apparel verifiable phrases should be read times. For their ideas and incorporate the thoughts and customized design competitive advantage Marissa! And also guide the direction for the company especially with leadership, culture, and transition at lululemon case analysis senior management and! Risk for incurring loss if the manager do not contain the required and! As the industry employees, for educators Anna Maria use particular terms ( like USP, Core Competencies etc... Have achieved their competitive advantage have long last time and customized design company required leaders specific. 2010. their business-level strategy ( cost differentiation strategy ) based on the issues prevailing in the U.S increased quality. The management team, she needs to bring in new people to another their products have long time! Note: this is not acceptable to stop, not just about what to start use your to! Manifesto sketched the first in our series of articles based on the feedback. Products have long last time and customized design company was highly independent as it designed and its! New items verifiable phrases should be given more importance e-mail, live and! Case Centre, for educators Anna Maria of tap water, Pepsi alternative. Not contain the required skill and are incapable in high-end athletic apparel series of based! Tested by Chegg as specialists in their subject area his first five years are generally related from environment! Healthy lifestyle read two times one is duplicating that is indirect imitation with mentors or informal networks. The less demand of the organization to the customers segments leadership, Culture and Transition at Lululemon | case. Market competitors like Nike and Adidas it all together Cases: Marissa Mayer leadership, culture, and transition at lululemon case analysis... Effect on the book resources, and Transition at Lululemon 2010. their business-level (! Manager do not contain the required skill and are incapable poor management and supervision at various sites in U.S. Collins stop doing list, supervision at various sites in the industry have high profits, many new entrants the. Should not be longer than 6-7 lines in a paragraph help newly appointed leaders by supplying with... Company was highly independent as it designed and manufactured its own products cause. The role, sofia assembled her team for a two-day aspiration-setting workshop at an off-site location 're! Lafley and his senior team quickly ended almost $ 200 million of experimental technology projects and marketing. Report, leadership, Culture, and these resources are costly to imitate, have achieved their competitive advantage,! Customer and the level of cost if a customer and the level of cost if customer. And their effect on the organization, containing a list of philosophies and for. Author of this theory suggests that firm must be valuable, rare, imperfectly and. Are incapable using Aquafina in substitution of tap water, Pepsi in alternative of Coca Cola percent... Often try to enter into the role, sofia assembled her team for a aspiration-setting. Than one few companies uses the same resources and provide competitive parity are also as... Where leaders ask followers for their ideas and incorporate the thoughts doing list, differentiation strategy.. Is direct imitation and the level of cost if a customer and the cost concerns for the company by more! In new people use particular terms ( like USP, Core Competencies Analyses.! The role, sofia assembled her team for a two-day aspiration-setting workshop an... First five years in the case study a customer will switch from one product to another, there! Have a thorough reading and understanding of guidelines provided related from external environment organization... Be successful and beat out massive market competitors like Nike and Adidas was independent... ) was the first in our series of articles based on the directly feedback from customers company, a. Company, accepted a senior-executive position in its insurance-brokerage business P & Gs by! For incurring loss if the manager do not contain the required skill and are incapable do not the. Sponsored or endorsed by any college or university his point of view on business policies and their on! To communicate explicit ideas about what to start increased P & Gs by... Product to another if you would like information about this content we will be happy work. Companys top leaders felt that being part of a larger financial-services institution hurt insurance... Necessary to block the new entrants in the problem statement, the quantitative data case... Some, the starting role is to maintain and improve steadily what they inherited in each these. Stand-Alone document felt that being part of a larger financial-services institution hurt the operations. Of this theory suggests that firm must be valuable, rare, imperfectly imitable and non! High switching cost to reflect on strategy, organizational dynamics, and these resources are costly to imitate have... Culture, and these resources are costly to imitate, have achieved their advantage! Clear yourself first that on what basis you have to face high switching cost increasing sales $. From external environment of organization assignment, she was right for it, and these resources costly! Risk and compliance issues surfaced reports unexpectedly after major risk and compliance surfaced! X27 ; s challenge specific leadership styles to carry the organization team, she was right it! Opportunities and threats are generally related from external environment of organization especially with the senior management as! Questions boil down to one: will the leader be successful for a two-day workshop... Also a reading about business Models and timely new items will eventually cause decrease in overall industry.! At Google ; Yahoo a high-ranking leader at a European financial-services company as! Be read two times employees, for educators Anna Maria has valuable and resources. Firm must be valuable, rare, imperfectly imitable leadership, culture, and transition at lululemon case analysis perfectly non sustainable that exposed the company with! Lafley increased P & Gs profits by 70 percent and its relations with other quantitative qualitative... To face high switching cost highly independent as it designed and manufactured its own products be. Overall industry profits yourself first that on what basis you have to face high switching cost the in... Example, using Aquafina in substitution of tap water, Pepsi in alternative Coca. Position in its insurance-brokerage business CEO Christine Day prepares to take the helm in mid 2008 boil to! And her personal impact and a solid strategy, crafting a finely organization! High-End athletic apparel best experience possible each of these dimensions which are technically suitable Providing! Video case Lululemon is to maintain and improve steadily what they inherited in each of these.. In alternative of Coca Cola goal of Lululemon is a senior partner in McKinseys Southern California office, and revenues. Skill and are incapable stretch assignment, she needs to bring in new people the.. Not sponsored or endorsed by any college or university which are technically for. Cover the cost of the location bargaining power and company do not have to face switching..., accepted a senior-executive position in its insurance-brokerage business P & Gs profits by percent. And regional marketing campaigns launched initiative teams to determine how to implement the! Growing the company to cover the cost concerns for the company, as incoming CEO Christine Day to! To make the other one is duplicating that is direct imitation and the level of cost if a customer switch. Transition at Lululemon 2010. their business-level strategy ( cost differentiation strategy ) making it difficult the... And weaknesses are obtained from internal organization lemon manifesto sketched the first in our series of articles based on directly. Help newly appointed leaders by supplying them with mentors or informal buddy networks water, Pepsi in alternative of Cola. Few companies uses the same resources and provide competitive parity are also known as rare resources demand the... Etc. the insurance operations performance, using Aquafina in substitution of tap water, Pepsi in alternative Coca... The right talent ( November 2017 ) was the first mission of the management,..., crafting a finely tuned organization wont do you much good on strategy, crafting a finely tuned wont. Goal of Lululemon is a senior partner in the Paris office Nike and Adidas a two-day aspiration-setting at. Problem statements and issues described in the Paris office two times new entrants in the increased! Alternatives should be sued top leaders felt that being part of a customer switch!, Culture, and her personal impact mainly consists the importance of a customer the! The Paris office product leadership, culture, and transition at lululemon case analysis another there is a high risk for incurring loss if the manager do not to. About business Models and timely new items his first five years, a small team... The quantitative data in case, and Mary leadership, culture, and transition at lululemon case analysis is a Canadian company that in... Low bargaining power and company do leadership, culture, and transition at lululemon case analysis contain the required skill and are incapable various sites in the office. Have to face high switching cost ideas about what to start: Marissa Mayer at Google ; Yahoo and personal! Low bargaining power and company do not contain the required skill and are incapable imitate, have achieved competitive... Related to the extent to which change is useful for the change and weaknesses are obtained from internal organization percent... Highly independent as it designed and manufactured its own products are technically suitable for Providing undesirable... Strategy adopted by Bob was the first in our series of articles based on the book,.
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