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Ten Ways Creatives are Like Jedi Knights

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In honor of the upcoming Star Wars film, we bring you:

Ten Ways Creatives are Like Jedi Knights
1. They both dress funny
2. They take pride in fighting for what’s right
3. They see Yoda as a role model
4. They take themselves way too seriously
5. They have strange friends
6. They seek truth, justice, and free meals
7. They can create things out of thin air
8. What they do sometimes seems like magic
9. They are independent, quirky, and somewhat odd
10. They’re really into Star Wars

Featured Work: MN Film Board

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The Minnesota Film TV Board works hard to market Minnesota’s talent, crew and production resources and attract film and television production to Minnesota. They also help facilitate productions taking place in Minnesota by helping with location and scouting, equipment and permitting referrals. When they needed a marketing piece to help impress movie and TV producers and directors they turned to d.trio. We presented them with several ideas and they chose a stunning look book style brochure that uses vibrant photography to highlight all the varied environments that Minnesota has to offer. A pocket inside the back cover carries a card featuring frequently changing information.


Management Perspective: Millennials are people too

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Millions of characters of content have been published about how to go about attracting customers from the highly sought after Millennial segment. And, from a banking perspective it usually focuses on the necessity of being leading edge with online and, especially, mobile tools and access technology.

That’s all well and good, but I’d opine that maintaining convenient digital access is a worthy and necessary ongoing goal for any financial institution regardless of segment. But don’t let focusing too much on electronic delivery take your eye off the ball of the fundamentals that continue to attract prospects and maintain customers.

Millennials are people too. They’re young, sure, but still have needs common to the broader market. They want sound financial information and guidance – how to manage daily finances, buy a home (or not), use and manage debt, save for now and the future. They want to work with companies that demonstrate they are sensitive to their needs and provide the resources that help them make good financial decisions.

Much of what needs to be delivered still comes from human interaction. Which is why branch delivery still measures as important to this group. There is even increasing evidence that many are actively seeking ways to disengage from overusing technology.

So, certainly don’t ignore providing the next shiny object. But not at the expense of maintaining the service and personal touch that has served you well in the past and will so too in the future.


Conundrums: The Mystery of the Semicolon

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These are some quirks of daily communication that we’ve noticed at d.trio marketing group. In this section we’ll be finding, exploring and clarifying communications conundrums in short snippets.

Do you use semicolons in your writing? If you answered no, you are not alone. The purpose of a semicolon is widely misunderstood and many of us prefer to avoid them. However, if you want to take your writing skills to the next level (or at least bring them back to where they were when you took grammar in junior high), following is a summary on the proper use of the mysterious semicolon.

Semicolons have three primary uses:

1) Semicolons help you connect closely related sentences/independent clauses.

Example: Grandma still rides her Harley motorcycle; her toy poodle balances in a basket between the handlebars.


2) Semicolons link clauses connected by conjunctive adverbs or transitional phrases.

Example: My father does not approve of his mother cruising around town on a Harley motorcycle; however, Grandma has never cared what anyone thinks.


3) Semicolons help to avoid confusion and link lists where the list items contain commas.

Example: On a Harley motorcycle, my grandmother and her poodle have traveled to Anchorage, Alaska; San Francisco, California; and Tijuana, Mexico.


To see additional examples with fun visuals, check out

Grammar Bytes
The Writing Center – Univ. of Wisconsin – Madison


REI – Walking the Walk

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Unless you’ve been living under a rock, you probably heard that REI is closing on Black Friday. I don’t know about you, but I think it’s a refreshing change to hear about a retailer who, in addition to not being open on Thanksgiving, has also decided to close on the biggest shopping day of the year.

Here’s why I think this is a brilliant idea…

Quite a few years ago, my family and I decided to stop exchanging Christmas presents.

Instead, we decided to make a bigger deal of out of each other’s birthdays every year (which has been a lot of fun). And to get through the holidays, we decided to focus on our favorite part of the season – cooking and eating!

We had multiple reasons for making this decision. Mostly, it was because of the needless stress it added to our lives of running out in the cold in the middle of December and wandering the isles of some random store to find the perfect gift.

Or, in an attempt to get something that was a guaranteed hit, we would write lists for each other, that included items we would eventually buy for ourselves anyway – or worse yet, that included items we didn’t really need and could end up in a landfill before the end of their useful lives.

Another reason for our decision was environmental. We are active, outdoorsy, treehugger types who like to spend our vacations abusing our bodies on long hikes or bike rides, and debate over who creates the smallest amount of trash on a weekly basis. We’re geeks like that. And we’re also REI members.

As a consumer, I was ecstatic when I heard they were closing on Black Friday and encouraging people to go outside. I felt proud to be associated with a company that shares my values.

As a marketer, I love how they turned this initiative into an entire PR-ish sort of campaign called OptOutside. It includes social media ads with beautiful photos of outdoor places, and posts asking followers to share their plans for the day.

Some ads include an interactive feature that allows viewers to type in their zip code to find great outdoor places in the area to visit. They even partnered with MeetUp to help people find organized outdoor activities for the day.

And where do you suppose they’ll go to get their gear for those activities?

Like I said, brilliant.


Our New(est) Website

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We’re excited to tell you we’ve redesigned our website.


Much of the time, like the shoemaker’s kids’ shoes, our marketing can fall to the bottom of the priority pile – behind client websites and other important client work.

And, as such, early this year we launched a new website that we had worked on for over a year and were very proud of – visually stunning, clean and totally represented our brand. Now only months later we are unveiling a new, completely different website. Maybe it was to see if we could accomplish the challenge of this seemingly impossible task, or maybe we decided a bigger change was in order. Whatever the reason, we put our best resources on it – between our clients’ work of course – and we made it happen. Proving how nimble we are and how much we believe in what we do.

So, welcome to d.trio 3.0 (no pun intended). Nimble, digitally on the cutting edge, dynamic and, yes, still beautiful. We believe it’s the best of both worlds – aesthetics and functionality. We hope you’ll agree. See the new

Real Mail Notification: A digital boost to direct mail

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After years of decline, direct mail marketing may soon be getting a nice boost, courtesy of the United States Postal Service.

This fall in New York City, the USPS is testing a new service called Real Mail Notification (RMN). Combining old-fashioned physical mail with digital technology, RMN sends subscribers (users have the option to opt in or out) a daily email at 8:00 each morning. The email contains digital pictures of the mail they’ll find in their mailbox later that day.

At first blush, the whole thing may seem a bit unnecessary. Has our need for immediate gratification gotten so far out of control that we can’t wait a few more hours to find out what’s in the mail that day? But as marketers, if we’re presented with a tactic that can speed up and enhance results, we’re all ears.

Turns out, RMN does some have real, concrete advantages. Not only does it provide extra convenience for mail recipients (imagine you’re out of town and expecting a letter, or want to know what’s inside your P.O. box before making the trip to the post office), but it could also be a pretty big deal for marketers, too.

Studies show the average marketing campaign gets a 37% lift when both print direct mail and email are used in tandem. So by providing marketers with an additional—and free (the USPS hopes the service will bring more revenue by increasing overall mail volume)—opportunity to get in front of their audience, RMN can help boost marketing campaigns while establishing the USPS as an integrated marketing channel in its own right. On top of that, RMN allows marketers to add interactive features so people can link to websites or make online purchases.

It’s a clever little idea by the USPS. After all, they already take photos of all the mail as it whizzes through the sorting machines. The USPS realized that if they emailed these high-speed, black-and-white photos to recipients, they could actually facilitate a multichannel marketing campaign that would increase marketers’ response rates and ROI. And from the USPS’s point-of-view, the added digital component could give marketers a new reason to send out more direct mail pieces, ultimately helping their own bottom line.

So far, RMN seems to have a lot of potential. Earlier this year, a test of 6,600 users in Northern Virginia showed that 93% opened the emails within two hours of receiving them. Nine out of 10 said they’d continue using the service, and 86% said they’d recommend it to others. But the most important findings were in regard to the response rates. The average response rate of RMN subscribers was 5.9%, compared to just 0.5% for a control mailing. Much of that (4.8%) came via click-through options.

As more and more people screen or block out TV commercials, radio, telemarketing, emails, and mobile ads, direct mail is one vehicle that continues to reach its audience. But while excitement builds for RMN, it’s hard to know whether it will be a service that people will embrace long term. Once the initial curiosity wears off, will people find it relevant or annoying?

While many marketing emails get deleted without being opened, RMN has one very important thing going for it. People love to find out what’s in the mail. There’s an inherent curiosity about checking our mailboxes that just may give RMN a good chance at survival. As long as people want to know what they’ve got in their mailbox each day, the USPS has a built-in reason for people to click open their emails. Whether they choose to interact with it or not is another thing. But for increasing the sheer number of eyeballs on a given marketing piece, RMN seems to add value.

Should we all expect to be viewing our daily mail on our computer screens soon? Time will tell. But in the meantime, there’s reason for marketers to be optimistic. RMN just might be a great new tool for giving their bottom lines a little bump.

Battle of the Brands: Gummy Bear Challenge

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Welcome to the d.trio Battle of the Brands! In this recurring series we’ll be seeing how some of our favorite brands stack up against each other in a direct comparison. We’re all suckers for good brand marketing here at d.trio (duh – that’s what we do for a living) and we all have our loyalties. We’ll be testing those out with a series of blind taste tests and then assessing how our pre-existing brand perceptions influence our feelings about the results.

This time around we’re tasting Gummy Bears, and while you might expect it to be a close race, we found a huge contrast between three popular brands. This did not turn out like we thought, which is why we do this in the first place.


Jelly Belly

First Place Votes: 0
Initial reaction: “Tastes like soap”
Particulars: Powdery and hard texture with an overall sour flavor.


Holiday Gas Station (generic brand)

First Place Votes: 9
Initial reaction: “Awesome flavor, I could eat these all day!”
Particulars: Overall texture was exactly what one would expect from a gummy candy, gummy, not overly hard or chewy. This one was voted “best overall flavor profile”


Haribo Famous Bears

First place votes: 2
Initial reaction: “All of these just taste like pineapple.”
Particulars: In general people found Haribo to be too chewy or hard, and thought the flavor was bland. This revelation was particularly disappointing to Catherine as she has a personal affinity for Haribo gummy products. Sorry, Catherine.

So, the gas station brand comes out on top of this Battle of the Brands. We were shocked Haribo didn’t perform better considering its (quote, un-quote) cult following and unofficial “best gummy bear” brand status.

A few things we learned from the experience:

  1. Fred recommends not doing a gummy bear taste test with coffee as your palette cleanser.
  2. Maureen had never tried gummy bears before and was pleasantly surprised, although she said she likely won’t eat them again.
  3. Megan continues to hate gummy candies, but also continues to be a good sport.

Until the next Battle of the brands!

Management Perspective: Speak to the right persona

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Our word of the month this month is Persona. We chose it because it’s a flexible word that can mean how you project yourself socially or professionally, it’s about how people perceive you from the outside. The dictionary describes it as the image or personality that a person presents to other people.

As marketers you likely already know that personas are important in marketing. Before social media we called them audiences or target markets – using demographics and psychographics to try to put a face and personality to a group of people. Why do we do this? It’s always easier to write or design to a specific audience than it is to create something generally appealing and if we choose a persona to speak to, our messaging and creative will be more relevant.

Now we take it a step farther. We have more data than ever to help us develop relevant content for our prospects. Taking the time to develop personas of your best customers will strengthen your marketing because you’ll be talking to the people you want to talk to, inviting them in with messaging and offers meant for them. Developing personas that are fleshed out with potential interests (kid’s sports, marathon running, etc.) will boost your messaging – to be more personal and engaging – helping to make that important connection and engagement with prospects. It’s not just for social media, it makes all of your marketing strategies stronger.

Here’s a good blog on the basics of persona development if you need some help getting started:


Conundrums: 5 commonly misused words

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These are some quirks of daily communication that we’ve noticed at d.trio marketing group. In this section we’ll be finding, exploring and clarifying communications conundrums in short snippets.

This month, 5 common words that are commonly misused, and how to remember the right way:

Complement supports. Compliment praises.

Imply suggests or indicates directly. Infer is to conclude or decide from something known or assumed.

Around should refer to a physical proximity. About indicates an approximation.

Historic means important. Historical refers to an event in the past.

Adverse means unfavorable. Averse means reluctant.

Featured Work: Synchrony Financial

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For over two years, d.trio has worked with Synchrony Financial (formerly GE Capital Retail Finance) to create a series of white papers covering topical marketing trends in retail card marketing and featuring primary research conducted by Synchrony Financial. These “white papers” are visually dynamic and present factual and survey information in an interesting, colorful, graphical way to engage retail brands. We developed a consistent, branded, dynamic way to display what could otherwise be rather dry data driven information, and assisted with copywriting and editing as well as print production. The white papers have been well received by the Synchrony Financial executives, internal and external clients and are currently featured on the Synchrony Financial homepage.

Root canals over savings accounts?

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Since many of our clients are in the financial services industry, Fred routinely shares interesting banking tidbits with us. He recently shared an article from the St. Louis Business Journal that said, in a 3-year study of 10,000 millennials, 71% would rather go to the dentist than listen to what banks are saying.

To our friends in the industry, that might feel like hearing your dentist tell you that you need a root canal. Ouch!

The article also mentioned that more than half of the respondents believe their bank’s offerings are the same as other bank’s, and over 1/3 said they would consider switching banks in the next 90 days. Unfortunately, the article didn’t say what might push these cynical, yet highly sought-after consumers to another bank. Now that would be good information to have.

But maybe it doesn’t matter, because 1/3 of the respondents think they will eventually not need a bank at all. They are more exited about financial services offerings from their tech idols, like Google, Apple and Amazon.

This got me thinking about the whole banking/mortgage debacle and how it wasn’t just millennials that were affected. Sure, they got stuck moving back home after college because they couldn’t find a job. But we all know that everyone else suffered too—perhaps the worst hit being those in or near retirement who lost a large chunk of their funds. At least millennials have their whole lives ahead of them to build up those accounts.

As for dissing the banks in favor of tech companies, it remains to be seen how this will all wash out. It’s true that many banks engaged in unscrupulous business practices, but I believe that consumers could share a little of the blame, too.

The old saying goes “if it’s too good to be true, then it probably is”. For the record, this is not me shaking my finger at others. I fell prey to the hard-to-believe offers too. Taking out a home loan with no money down and the naïve belief that my house could only increase in value were two big circumstances that contributed to me eventually losing it (among other things that were out of my control).

In other words, I think it’s okay for millennials to use the benefit of hindsight to make judgments and blame the banks. But does putting all their faith into companies like Google, Apple and Amazon—who, just like banks, are in business to make money—guarantee their future success? I doubt it.

Instead, it might help if everyone practiced a little more self-control in their spending. After all, wouldn’t it be great if the bank debacle taught us, no matter what generation we are from, to learn to be more grateful for the things we already have?

Cell Your Soul

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Cellphones could be considered the modern equivalent to a double-edged sword. The pocket-sized computers can navigate across the globe, instantly share experiences and connect us to the greatest wealth of information the world has ever seen. They also distract us from conversations, interrupt our sleep and can create unnecessary anxiety and stress. So how have we as a society adapted to this technology? How has it changed and shaped our everyday life and how can we make sure they don’t negatively impact us?

Technology has started to advance at breakneck speeds in the past couple decades. For better or worse these advances disrupt social norms and daily routines. We are just now seeing legislation being introduced on a state-by-state basis that specifically calls out mobile devices to try and prevent distracted driving. Even the United States Supreme Court had a ruling last year that protects the privacy of cellphones from unwarranted searches. No doubt there will be more SCOTUS cases that involve mobile devices in the not too distant future.

Having cellphones as a part of our daily lives creates a plethora of new social challenges as well. How should someone conduct him or herself when they have 24/7 access to cat videos? Should you have your phone on the table or in your pocket during a meeting? The Pew Research Center recently released a report that explains survey findings on how Americans view cell phones. Generally, it’s seen as appropriate to be on your phone during passive activities like walking or waiting in line but is frowned upon at restaurants or meetings.

Appropriateness aside, is there any benefit to having your phone during a meeting or is it an avoidable distraction? Forbes elaborated on research from the University of Southern California’s Marshall School of Business pertaining to this exact situation. From that research, 86% of survey participants believed that it is inappropriate to answer a phone call during formal meetings and 66% thought it inappropriate for any meeting. With those numbers, chances are good that someone in your meetings doesn’t appreciate it. That means, senior leadership is picking up on it and more than likely, doesn’t appreciate it. Perhaps it would be beneficial to perform an experiment where you leave your phone at your desk for meetings for a week. Keep in mind that having a laptop in meetings can be counter-productive too.

According to the Pew Research Center, approximately “64% of American adults own a smartphone”. Let’s assume that a minimum of 50% of American’s actively use their smartphones for email. According to technology market research firm The Radicati Group, Inc., approximately 121 professional emails were sent and received each day in 2014. That means, roughly 5 trillion emails are sent to American cell phones on an annual basis.

Technology is constantly in motion but society is starting to slowly catch up with phone etiquette. Much of it is common sense, but to paraphrase the Emily Post Institute:

  • Be in control of your phone (not it in control of you)
  • Be courteous to those you are with (turn off your phone if it will interrupt a meeting or activity)
  • Don’t text or check email during a business meeting or lunch
  • If you need to keep your phone on for an important communication, put it in silent mode
  • Never text and drive

Cell phones are arguably one of the most useful pieces of technology of our day. For every piece of technology, new challenges arise and it’s up to us as users of the technology to manage those challenges the best we can. Stay tuned in the coming months on how to avoid some of the pitfalls they can create.

Trending now: Cool features of the new iStuff

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So by now you’ve probably decided whether you absolutely must have the new iPhone 6S or not, and whether an iPad Pro is on your Christmas list (better start being good!).

If not here’s a quick rundown of the coolest features of Apple’s newest controlled substances.

iPhone 6S and 6S+

3D Touch – the iPhone is now pressure sensitive, allowing you to just peek at something without fully opening it, let go and it closes, push harder and it opens fully. That should take some of the strain off the home button.

Live Photos – now each photo can be like a tiny little video. You’ll get a few moments before and after the image you snap. And then, AND THEN, you can set the moving live photo as the background on your lock screen. Plus the new camera is 12 megapixels and the autofocus has been improved.

Spotlight search – iOS 9 offers a major improvement to the search feature on the iPhone, and since iOS 9 was built for this device, it should work it’s best here. Seach for a particular setting and be able to make changes from the search results page.

There’s a ton of other features but, most importantly, a ton of new or improved apps in the App Store. If you’ve already got you phone, look here for some of the best (and if you don’t, look there for a lot of good reasons to get one).

iPad Pro

It’s size – 12.9 inch HD display. Enough said.

The charging port is now bi-directional. It’s intended to charge the Apple Pencil, but in theory it should be able to charge other devices like fitness trackers once someone figures out the connector.

It’s fast – there’s a ton of RAM in this thing, looking like twice what was in the iPad Air 2. That means faster apps, fewer crashes, and a smoother experience.

The gadgets – first, the Apple Pencil is not a stylus, it costs $99, and it will only work with the iPad Pro. So unless you’re sketching or drafting you likely won’t need one. However, if you’ve been longing to sketch, paint, or draft on the iPad (and who hasn’t), you will definitely want one.

There’s a new magnetic connector on the iPad Pro for connecting and charging the Smart Keyboard, a thin, spill resistant keyboard that doubles as an iPad cover and doesn’t need BlueTooth.

To see all the feature and some very pretty pictures, click here.


There’s a lot more going on with iOS 9 that we won’t get in to right now, including ad blocking. We’ll just say this: a real battle between Google and Apple is coming and it will directly effect advertisers and marketers everywhere. The summary is that Apple is now allowing ad blockers on it’s devices that will block ads in the mobile version of Safari. Ads inside apps won’t be interfered with, so this doesn’t mean that Facebook will suddenly become less annoying, just that the mobile web could look somewhat barren. We need a little time to see how the first volley lands, and we’ll keep you updated.


Featured Work: Deluxe Rewards

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Deluxe Corporation, long known as a check printer and marketing partner for financial institutions, hired d.trio to promote their newly acquired Deluxe Rewards loyalty solution to several different vertical markets. While Deluxe Rewards is unique (offering customers loyalty benefits to companies without the usual liabilities), the assignment did come with some challenges. To engage a hard-to-reach audience of C-level decision makers, it was essential to not only express the benefits of Deluxe Rewards, but to do so in a fresh way that would build excitement and enthusiasm for the product.

Our strategy leveraged the power of storytelling. To show potential customers how Deluxe Rewards could impact their business, we created a series of journals—one for each vertical market. Built on the theme, Inspiring Everyday Engagement, each journal used sketches, photos, and handwritten entries to tell the story of a fictional consumer. The stories revealed how each person’s rewards program made a positive difference in his or her daily life. In a creative and tangible way, the journals demonstrated the power of Deluxe Rewards to influence buying habits, increase customer loyalty, and change customer behavior.

The campaign consisted of three separate 3-dimensional mail drops, each designed to look like a book and highlight a different product benefit. Email follow-ups, unique landing pages, and a video supported the mailings.

Here’s the work:

Because the recipient was likely unfamiliar with Deluxe Rewards, the first package served as a teaser to introduce the program and establish credibility while setting the stage for future mailings. It encouraged recipients to visit a landing page and view a video that d.trio created. The package also included a pen, inviting people to “Write your brand into your customers’ life story.”


The second package included an industry-specific journal written by a fictional consumer. The handwritten journal showed recipients how Deluxe Rewards could drive their customers’ behaviors as a result of the program. A bookmark was sent as well, printed with the call to action.


The final mailing featured an origami “money man” to communicate in a fun way the profitability potential of an engaged consumer in addition to the high ROI from a well-run loyalty program. The package also included a stand so that recipients could display their “money man” as a conversation piece, helping to extend the life of the campaign.


Conundrums: Perplexing Pronouns

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When I was kid, the nuns would frequently correct me for my improper use of the word “me”. One would ask “how was your summer?”, to which I would enthusiastically answer “it was great – me and Barb did lots of stuff!”. And she would, of course, reply “you mean Barb and I did lots of stuff”. Sigh, yes, that’s what I meant.

It’s my guess that this happened a lot in schools and households across the country. And it’s my belief that these corrections lead us to an overcorrection of sorts. Now it’s not uncommon to hear things like “I’m buying dinner for you and I”.

The act of scraping one’s fingernails on a chalkboard never bothered me. But if it did, I would suspect it would feel something like the feeling I get when I hear an improper use of a pronoun.

Seriously…how on earth did a good percentage of the population come to say things like “him and I went to the movie”.

If you’re reading this and nodding ferociously, you understand where I’m coming from. If you’re reading this and wondering if your pronoun usage is on par, we can help.

When you’re dealing with multiple pronouns, just follow this one simple rule and you’ll be golden: Separate the Subjects.

This one is pretty obvious to most of us:
“me and Barb did lots of stuff” becomes “me did lots of stuff” and “Barb did lots of stuff”. Unless you’re a caveman (or woman), you probably want to go with “I did lots of stuff”

This one may not be as obvious, but as a general rule, you would never end a sentence with “I”:
“I’m buying dinner for you and I” becomes “I’m buying dinner for you” and “I’m buying dinner for I”. Anyone with English as a first language knows that “I’m buying dinner for me” is the way to go here.

In my opinion, this is the worst offense of them all, and it entices exceptional ridicule should anyone around the office make this mistake:
“him and I went to the movie” becomes “him went to the movie” (arghhhhhhhhhh!) and “I went to the movie”. Need I say more?

We hope this little rule will help you the next time you’re in a conundrum over which pronoun to use. We promise it will make you sound a whole lot smarter. And who doesn’t want to sound smarter? Me sure do.

Management Perspective: Ending meetings

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Ok, this is not about putting an end to office meetings, much as we all would like to see that happen. This is more about how to help your meetings end more successfully. By paying more attention to how meetings typically end, I’ve come to believe that creating a good ending to a meeting is one of the more important but often overlooked meeting practices.

Seldom does a meeting end badly, but all too often, meetings seem to dissipate, drift or fade out, rather than end. As the finish time nears, energy drops as attendees start looking at their phones, thinking about what they need to catch up on, or their head is already onto the next meeting.

A deliberate good ending can greatly enhance the time just spent for all present. If possible, the person conducting the meeting should do what they can to raise energy at the end of a meeting with just a word or two of positive reinforcement.

Here are a few other ways to end a meeting well:

  • close with your voice just a tad louder…it will raise the energy in the room
  • if possible, purposely end 10 minutes early, everyone will appreciate this
  • reiterate all that was accomplished and the positive steps taken and give attendees an idea of how much was accomplished…for example, “good work, I think we’re over half way there on this.”
  • call out action items and assign individuals specific tasks and deadlines
  • thank all attendees for their time spent and contribution

I believe that when a meeting ends well the attendees think about the subject matter just a little bit more. I’ve also noticed that the ideas that manifest after a meeting are usually equally or more important than the thinking that occurs during. In short, good endings create better results.

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