An Economic, Moral and Practical Case For Lower Taxes

david-cameron-pic-getty-images-924849032I have visited many conferences and listened to many great speakers over the years, inspirational, evangelical and passionate. Great public speakers draw you in, hold your attention and leave you wanting to embrace their story.

People who are truly passionate about their subject are a delight to listen to, however, long gone are the days when the PM could talk off the cuff on any subject. A modern leader is a puppet of the media managers and script writers.

A party campaign manager would have a fit if his charge spoke off script so these days the great leaders have got very good at reading their prepared speeches and making them sound like their own.

In the early days I would have allowed myself to be drawn in. Like a moth to the light bulb I would open my mind and allow the mesmerizing words to mould me like putty. The euphoric feeling of inclusion, of being a part of the speakers plans, of the uplifting, wholesome, convincing, compelling… ok stop right there! Then I started to listen.

When you actually listen, separate the phrases, analyse the meaning, the contradictions, the precise language used, you realise that more often than not the words are playing on your greed and vanity and are in fact hollow and meaningless.

Since I am a sceptic and like to understand, I have stopped listening and now I read the transcripts. This morning I read David Camerons electioneering speech in Hampshire where he said;

  • …there is an “economic, moral and practical” case for lower taxes.

As part of his central election pledges on taxation the above statement sounds great, he went on to say “This is not just a vague promise,” he said. “We have a record”.

Early in my sales career I learned that if you told people what they wanted to hear they would place the order. In those formative years I discovered the dangers of promising more than I could deliver. I learned that to build a long-lasting mutually profitable relationship I had to learn how to manage expectation, how to offer a promise for those things I could deliver and how to say no when I knew I could not deliver.

Camerons Statement

…there is an “economic, moral and practical” case for lower taxes, is a very clever use of words, It plays on the aspirations of the electorate, it plays on greed and vulnerability. And while it does all this it promises nothing. It’s a “jam tomorrow” statement. If I took that statement to my sales manager he would kick me round the car park and tell me to come back when I had a real sale. By the way, a real sale is nothing untill the money is in the bank.

Cameron can make as many statements of aspiration as he likes, in reality none are going to be actioned before a general election and when the election is compleat, even if he does win, he will only have to say the landscape has changed and he can bin all his promises.

Remember, the tory party seek power to protect the wealth of the rich. The promises they make are only made to buy your vote as your vote brings them power and with power they can protect their wealth.

The USSR 23 Years On

stock-footage-soviet-union-flag-waving-in-the-windThe Union of Soviet Socialist Republics (USSR) ceased to exist exactly 23 years ago on December 26, 1991 by declaration no. 142-H of the Soviet of the Republics of the Supreme Soviet of the Soviet Union, acknowledging the independence of the 12 remaining republics of the Soviet Union, and creating the Commonwealth of Independent States (CIS).

On the previous day, Soviet President Mikhail Gorbachev, the eighth and last undisputed leader of the Soviet Union, had resigned, declared his office extinct, and handed over its attributes—including control of the Soviet nuclear missile launching codes—to Russian President Boris Yeltsin.

That evening at 7:32, the Soviet flag was lowered from the Kremlin for the last time and replaced with the Russian tricolor. From August to December, 13 of the 15 republics seceded from the union. The week before the union’s formal dissolution, 11 republics—all except the Baltic states and Georgia—signed the Alma-Ata Protocol formally establishing the CIS and declaring that the Soviet Union had ceased to exist. The dissolution of the Soviet Union also meant the end of the Cold War.

The Revolutions of 1989 and the end of the Soviet Union led to the end of decades of hostility between North Atlantic Treaty Organization (NATO) and the Warsaw Pact, which had been the defining feature of the Cold War.

The modern Russia now shares its western border with, from the north, Estonia, Latvia, Belarus and Ukraine then Georgia with Azerbaijan and Armenia are to the south west and separate the Russian Federation from Turkey.

These six countries are all that separate Russia from mainland Europe.

Although many of these countries suffered internal conflict in the aftermath of the breakup it had, on the whole, settled down. The buffer countries between Europe and Russia have become conduits to the massive trade between these two super powers. There is now an installed infrastructure connecting the Russian Federation to Europe by road, rail, pipeline, and wire and with it a lot of vested interest in keeping it all flowing smoothly.

Even with all that vested interest in harmony the compromise usually reached between the financial and political aspirations of the few has recently been out of balance. Most recently we have seen the Russian leader, Putin, shake his political fists at the world in what looks worryingly familiar to anyone who recalls Hitlers rise to power and desire to conquer the world.

When back in February the Ukrainian government fell apart under the pressure of their people who wanted the country to align with Europe while their leaders prepared to sign deals with Russia. Russia invaded Crimea.

The world, not wanting to upset the many vested interests, did nothing and Russia completed the annexation of Crimea with little or no opposition. The Ukrainian forces backed away in the face of overwhelming arrogance and formed a new front line in mainland Ukraine.

The UN, western leaders and the US swore a lot and banned the import of AK47s while still shipping everything from missile guidance systems to battleships to Russia. When Russia backed the “Ukrainian Nationalists” and invaded the south east of mainland Ukraine western powers distracted the world with other news stories in the hope that we would forget the on-going war in eastern Europe.

It was a moderate success and Putin continued to orchestrate the invasion of Ukraine while the world searched for MH370.

In truth the entire region, all those buffer countries and Poland were working with NATO to organize an escape from the threat of Russia.

On this auspicious day, the 23rd anniversary of the demise of the USSR and with it the end of the First Cold War we are on the brink of the second.

It is too late to suggest the UN should have honored the Budapest Memorandum and driven Russia out of Crimea. It is too late for the nearly 5,000 people who have died in Ukraine in the last 10 months. It may be to late too stop the Second Cold War.

And lets face it, those with the power to stop this from happening have a vested interest in a Second Cold War, most of those who could intervene are share holders in the security and weapons companies that will thrive in the Second Cold War. For them the wealth of a few is more important than the lives of so many.


Violent Deaths in 2014

UKRAINE-RUSSIA-CRISISFrom the comfort and safety of my home in England it is easy to ignore the fact that across the world there are 44 violent conflicts going on right now. Some have been rumbling on for decades, for example the Korean conflict started in 1948 and has claimed the lives of more than 4.5 million people but no one is recorded as being killed there 2014.

However this year we added 2 new violent conflicts to the list; The Libyan civil war has claimed at least 2,295 lives in 2014 and the war in Ukraine has killed over 4,132 people.

More than half of the Earths surface is officially at war as I write this and on average one person dies violently in conflict every 4 minutes of every hour of every day of the year.

In total at least 118,959 people have died violently in conflict so far this year.

From the relative safety and comfort of your office or home, while you plan your Christmas break with family and friends, spare a thought for those who simply want to live long enough to see 2015.

If you want to learn more about the on going conflicts around the world The Heidelberg Institute for International Conflict Research is a great place to start.

Enjoy your Christmas.



Email Marketing Expectations

phone-and-email-logo-pngThere is one question I am asked almost every day; What return can I expect from my email marketing investment?

Usually I will decline to answer, that is not to say it is not a valid question. A huge part of my job is to manage expectations but 90% of the factors affecting the result are usually out of my control!

I provide lists, profiled, clean, opted in, ready to use. B2B or more often B2C. They are the meat in the marketing sandwich. Lets face it, the best conceived email marketing campaign in the world is going no where if you don’t have anyone to send it to so lets be realistic, whatever the popular email blast platform people tell you, when you are launching a product you need exposure, you need a list.

Not sure a list is for you? Think about it; If you made 30 second TV or radio commercials no one would blink when you pay to have it delivered to a million living rooms all over the country but when you design a great email and rent a list to send it to, people start complaining. I should say, this is a very English [British] problem. Most of the rest of the world accept your email marketing message with an inquiring, consumerist, optimism.


Before we can deal with expectations we have to talk about objective. You need to decide what you want to achieve with your email. For example, are you trying to drive people to your web site, a specially designed landing page that continues the story you started in your email? Are you trying to sell something? Are you trying to reinforce a brand? Do you want recipients to pick up the phone or fill in an inquiry form?

There are many ways you could use your email but the most effective type of message is the one that pitches a product or service. Let’s concentrate on that for now.


Why? Why is anyone going to click through to your order page? If you are lucky you have exactly the right product at exactly the right price on exactly the right day pitched to exactly the right customer.

The reality is, your product is OK, its about the right price, you have lots of competition and small margins. It’s the run up to Christmas and people are guarded about spending their money.

While you build your message think about the flow from enticing subject line to opening to comprehension of the message and action. There is a lot you can do to influence the action, the most effective is to offer and incentive, consider offering something appropriate in return for the click through to your site. If you are selling something offer a lottery; 1 in 500 get their money back, or buy today and get 30% off.


You are not marketing because you like sending email, you are sending these messages to drive clicks to your buy now page and so make sales and profit!

The results of sending an email campaign are usually instant, literally. With our blast platform you can see the opens as they happen. You can see the landing on your web site in real time as your suspects click through from the email and there is nothing more satisfying that watching the order confirmations coming in before the platform has even finished sending the job.

Over the first 24 hours you can expect the majority of the opens and click throughs to have happened. Its as rapid as that. Over the following week you will see more opens and people re reading your message. If your web site has deployed persistent cookies when they clicked through you will be able to track people who return to your site after the initial action.

All this is great fun and incredibly satisfying and if you got your pitch right it brings immediate results in the form of orders.

Amazingly, its almost impossible to fail at email marketing, it doesnt matter how badly framed your message is or how bad a deal it is as long as you send out enough! This is much the same a phishing, send enough and you will get what you want.

It does however cost money to send email so getting the message right, sending it to the right people and doing it at the right moment will ensure you get the best return for your investment.

So, what can you expect?

Ah yes, the question I didn’t want to answer so lets put this answer in context; You will send at least 10,000 emails, you are trying to sell a consumer product, you have invested in a good message, creative and landing page. You have a well crafted subject line and finally, you use a professional blast platform to send the message.

All that said, we have seen open rates from a minimum of 5% to over 80% although you will probably see about 30% and click through should be about 1 in 10 of those opened.

What next?

Do you need to launch a product or sell more of what you already have? Call me, the entire consultancy process is free so there is nothing to loose. The worst that can happen is you learn something.

Stephen Spencer, BDM and Marketing Consultant
UK Datahouse. +44(0) 7522 395 666

UK Pornography Censored Today

Sexually-Dominant-Woman-01Pornography produced in the UK was quietly censored today through an amendment to the 2003 Communications Act, and the measures appear to take aim at female pleasure.

The Audiovisual Media Services Regulations 2014 requires that video-on-demand (VoD) online porn now adhere to the same guidelines laid out for DVD sex shop-type porn by the British Board of Film Censors (BBFC).

Seemingly arbitrarily deciding what is nice sex and what is not nice sex, the board has banned the following acts from being depicted by British pornography producers:

  • Spanking
  • Caning
  • Aggressive whipping
  • Penetration by any object “associated with violence”
  • Physical or verbal abuse (regardless of  if consensual)
  • Urolagnia (known as “water sports”)
  • Female ejaculation
  • Strangulation
  • Facesitting
  • Fisting

The final three listed fall under acts the BBFC views as potentially “life-endangering”.

While the measures won’t stop people from watching whatever genre of porn they desire, as video shot abroad can still be viewed, they do impose severe restrictions on content created in the UK, and appear to make no distinction between consensual and non-consensual practices between adults.

“There appear to be no rational explanations for most of the R18 rules,” Jerry Barnett of the anti-censorship group Sex and Censorship told Vice UK. “They’re simply a set of moral judgements designed by people who have struggled endlessly to stop the British people from watching pornography.”

More worryingly, the amendment seems to take issue with acts from which women more traditionally derive pleasure than men.

“The new legislation is absurd and surreal,” Itziar Bilbao Urrutia, a dominatrix who produces porn with a feminist theme added to Vice UK. “I mean, why ban facesitting? What’s so dangerous about it? It’s a harmless activity that most femdom performers, myself included, do fully dressed anyway. Its power is symbolic: woman on top, unattainable.”

In a piece for The Independent, award-winning erotic film director Erika Lust said that she believes “we need to rethink what is offensive or dangerous and what is, in fact, normal human nature, and remember that it’s more important to educate than regulate.”

This article was originally published today in the Independent and written by Christopher Hooton. Reprinted here because the Indi website is impossible to use it is so full of advertising.

Did you hear me wanking over that?

Radio 1 DJ Nick GrimshawWhile shuffling paper and making a few phone calls this morning I am listening to Nick Grimshaw, BBC Radio 1, Breakfast Show, it’s December 2nd 2014 at 09:50am.

As one monotonous tune blends in to the next piece of derivative rubbish the [thinks he is funnier than he is] DJ pitches in with some false enthusiasm for the last track, and I quote him here;

“Did you hear me wanking over that?”

I wasn’t sure I had heard properly, I am old now and I don’t hear as well as I used to, so i asked the guy sitting next to me what he had heard just then. He didn’t need to say anything, his face said it all. The next piece of childish boyband rubbish was now playing so I pulled up the BBC web site and found out who I was listening to. Nick Grimshaw. Frankly I have no idea who this man is, he sounds just like all the other children presenting on Radio 1.

For a long time, and I don’t think its just my age, I have thought Radio 1 has lost its way. I remember when everyone listened to Radio 1, it was the place to be on a Saturday evening before you went out to the sixth form disco. It premiered some of the best bands in the world. Radio 1 pioneered the way and I have tuned in almost every day for the last 40+ years.

The problem is it seems Radio 1 has been dumbed down, like so much of the media content these days its like there is no budget any more, just fill the space with self proclaimed personalities and hope no one notices you are not spending money on content any more.

So where was I? Yes; You just cant have a prime time radio DJs saying “Did you hear me wanking over that” at 9:50 on a Tuesday morning. no excuses, no. A few minutes later; “Oh you thought you heard me say wanking, i said wanging; w a n g i n g”. He even spelt it out. Idiot.

Anyway, “Wanging”, according to the Urban Dictionary; To wang someone is to slap your wang in someones face from side to side repeatedly.

Like I said; Idiot.

The Other Thing That is Happening on Thursday

25-658x440On Thursday, September 18, Jens Voigt will attempt to break the hour record as a final tip of the hat to the sport that has defined him for nearly three decades.

With recent drastic changes to the rules governing the hour record, here’s what you should know before Voigt hits the boards.

What is the hour record?

As of May of this year, the hour record is defined as the farthest distance ridden in exactly one hour using a bike and position that are legal under the UCI endurance track regulations in place at the time of the attempt. Simplified, Voigt will ride a setup that would be legal in a modern pursuit event.

Riders start from a dead stop, held up by the same device used in pursuit events on the track.

Voigt will have to beat Ondrej Sosenka’s distance of 49 kilometers and 700 meters, a record that was set using old rules, on an old-school bike. More on that below.

The attempt will take place at the velodrome in Grenchen, Switzerland. The hour record must take place on a closed velodrome.

How long will it take him?

Probably about an hour.

Kidding aside, hour attempts usually feature a year-long (or longer) preparation period. Equipment and training all need to be dialed. Voigt’s short lead-up is quite unique.

Where can I watch?

Eurosport will be broadcasting the attempt at 7 p.m. local time in Europe, or 1 p.m. Eastern in the United States. No North American broadcaster has bought rights to the event, so if you want to watch live you’ll have to find a live stream online. While VeloNews would never condone watching pirated video streams, they can be found on a variety of websites.

The other option is to head to Switzerland. Tickets are still on sale.

What happened to the Athlete’s Hour and Best Human Effort records?

For years, the UCI recognized two different hour records. The Athlete’s Hour, also called the Merckx Hour, was performed aboard heavily regulated equipment in a very specific position.

In essence, the Athlete’s Hour placed an equipment and position freeze around the late 1970s. Any rider seeking that record would ride a bike similar to the one ridden by Eddy Merckx in his record-setting 1972 ride.

Another record, called the Best Human Effort, placed very few restrictions on the bike and position used. The exceptionally fast “superman” positions of Graeme Obree and Chris Boardman fall under this record.

When rumors of an attempt by Fabian Cancellara began swirling earlier this year, the Athlete’s Hour was still on the rulebooks, and Cancellara would have tried to beat this record. For more on what that record looks like, read up here.

In May, the UCI hit the reset button on the hour record. Both the Athlete’s Hour and Best Human Effort were scrapped in favor of a single hour record with regulations in line with modern UCI track rules. That means that as UCI track cycling rules change, so will the rules for the hour.

Why does Voigt only have to beat Ondrej Sosenka? What about Chris Boardman? Tony Rominger? Graeme Obree?

Chris Boardman held the Best Human Effort record with an incredible 56.376 kilometers before it was formally scrapped. But because he performed that record on a bike that is not currently UCI legal, his record does not stand under the new rules.

Voigt needs to ride farther than the farthest distance ever achieved using a bike and equipment that are currently UCI-legal. Since UCI-legal track bikes of the 1990s would not be legal today, the only attempts that qualify were performed under the Athlete’s Hour rules. In other words, Voigt only needs to ride faster than riders on drop bars, spoked wheels, and skinny, non-aero frames.

Rominger, Obree, and others all broke modern UCI rules in some way. Rominger, for example, used wheels that were drastically different in size, which is no longer legal.

Can Jens Voigt do it?

Absolutely. Voigt may not be one of the top time trialists of this era, but he’s no slouch, and the aerodynamic advantages he will have over Sosenka make it very likely that he will set a new record.

Expect to see him ride in the 51-52 kilometer range.

How long will he hold the record?

The VeloNews crystal ball is a bit cloudy at the moment, but if one of the big names in time trialing — say, Fabian Cancellara, Tony Martin, or Bradley Wiggins — takes a real swing at the record, Voigt would likely lose it. He’s said that much himself, but even if he’s only the record holder for a year, that’s quite a way to say goodbye to the sport.

If Voigt was serious about hanging onto the record for any great length of time, he would likely make his attempt at altitude, where aerodynamic drag is decreased slightly. The preferred track is near Mexico City; that’s where Merckx set his record in 1972.

How hard is the hour record attempt?

They call it “the longest hour” for a reason.

To borrow a bit from a piece I wrote earlier this year, when it appeared that Cancellara would attempt the Athlete’s Hour:

Eddy Merckx described being afraid to move, to blink, lest it throw off the rhythm, or cause the lapse in concentration that could be the distinction between success and failure. Nothing, not a thing, can be allowed to grab the focus, break the concentration. It’s the ultimate test of not only the body but of the mind.

“It’s not possible to compare the hour with a time trial on the road,” Merckx said, after setting the record in 1972. “Here it’s not possible to ease up, to change gears or the rhythm. The hour record demands a total effort, permanent and intense, one that’s not possible to compare to any other. I will never try it again.”

What will Voigt ride?

Voigt will ride a modified frame from his sponsor, Trek. It is based around the company’s Speed Concept time trial frame, but with modified rear dropouts to accept a narrower 120mm track wheel.

With no hills or wind to contend with, Voigt’s bike will have no brakes and will be a fixed gear. He will likely run a 54-tooth chainring and 14-tooth rear cog. A fixed gear is marginally more efficient than a derailleur setup as it removes the drag produced by both the articulation of the chain through the derailleur pulleys and the friction inside the pulley bearings themselves.

Trek can’t make huge modifications to the frame without running afoul of the UCI’s frame approval program, and the timeline for this attempt has been too tight for a purpose-built frame. That presents a few technical issues, as road bikes and track bikes are built with very different chainlines. Voigt will ride a standard Dura-Ace crankset with a 54-tooth chainring, which sits further outboard than a traditional track chainring. As a result, Trek and Shimano have collaborated to build special cogs that sit further outboard as well, to keep the chain straight.

Voigt will run front and rear disc wheels. This change alone presents a massive aerodynamic advantage over the riders on Athlete’s Hour setups.

Voigt will also ride with an SRM power meter, just as he does on the road. Track riders can’t look at their power during events, and it’s not clear whether Voigt will be allowed to pace with power, or be forced to leave the computer under his saddle.

Can he use other aero equipment?

Yes, he can use anything that is UCI legal. The UCI recently changed position rules to allow tall riders (over 190cm) to stretch out a bit more, so Voigt has adjusted his position accordingly. He is apparently now faster than ever in the time trial bars.

Trek had Voigt do aero testing in June and used that time to select both hardgoods and items like his skinsuit and helmet.

Why did Cancellara back out?

Cancellara was widely rumored to be working on a record attempt, but scrapped that plan when the UCI changed the rules. It seems he was more interested in comparing himself directly to the likes of Merckx and Boardman (who rode 49.441 kilometers when he attempted the Athlete’s Hour).

Frankly, given the aerodynamic advantages conferred upon the first rider to attempt the record under the new rules, Cancellara likely didn’t see it as much of a challenge.

Trek’s Simon Thomson told VeloNews that “Fabian is focused on the world champs as the main goal for the rest of this year and will assess from there if an attempt at the record is viable in the winter or spring amongst his classics ambitions.”
Borrowed from VeloNews. Thanks guys!

Stick or Carrot?

keep-calm-and-free-scotland-4Its the hottest topic in the news and thus far I have managed to avoid commenting on it but the heat is rising and I can no longer keep my tongue in my head!

On Thursday 18th September 2014 Scotland will probably vote to become a country in its own right and good for them. They deserve a selfish moment and frankly, after the way the Scottish people have been treated by the powers in London I would not blame them.

In all relationships harmony is ensured when all involved are benefiting, feel content and loved. Here are some key pointers to a healthy relationship;

Make good on your words. Follow through on your promises. When you say you’re going to do something, do it. Don’t say that you’ll stay in Europe, or invest in infrastructure, and then blow it off or simply forget about it. What this does is systematically destroy trust. And relationships need trust in order to thrive.

Admit your mistakes. If you know you’ve done something to hurt your partner, intentionally or not, own up to it. Humble yourself and apologize sincerely, without making excuses or justifications like “I’m sorry you made me angry.”

  • Commit to changing your behavior. If you notice yourself apologizing for the same mistake over and over, step it up a level. Tell your people that you recognize this mistake keeps happening, and you want to train yourself to stop. Request help and ask for them to gently point it out to you when you’re making this mistake again.

Be realistic. Every relationship has disagreements and days when staying isn’t the easiest choice. But what makes a relationship healthy is choosing to resolve those problems and push through the hard days, instead of just letting issues and resentment fester.

  • Review your expectations. Do you see your partner as a person, with both winning qualities and flaws, or as someone you expect to be perfect? If your expectations are so astronomical that no one could live up to them 100% of the time, you’re setting up your relationship for failure.
  • Accept that conflict happens. If you expect to be in a long-term relationship, you’re bound to have the occasional disagreement. Remember that one argument isn’t the end of everything, and there’s no person on earth that you’d agree with all the time.
  • Always ask yourself whether you’re better off in the relationship than out of it. If you don’t think you’re better off in the relationship, then you probably should have a serious discussion with your partner. In a loving relationship, this question almost always gets a simple “Yes.”

Put the stick away. In a loving relationship your partner will want to stay because the benefits are clear and do not require explanation or reinforcement.

  • Fear of loss often brings with it extra effort to hold the relationship together. While one partner might start looking for a safe backup plan the other might pour in the love to alleviate the fears or the other.
  • A partner who knows they have failed to put in to the relationship everything they could and fears they might looses everything may turn aggressive and be tempted to get the stick out and threaten their partner.

In the England + Scotland relationship it is clear to me, as an outside observer, who wants the relationship to endure and who feels unloved. The people of Scotland would not be seeking their independence if they felt loved and if England had anything to offer I am sure it would be offering it but England knows it is close to leaving the relationship.

Scotland is in the powerful position in this relationship, it is making the decisions and while it thinks like this England must decide if it wants to put the effort in to the relationship to keep it together or let it end. It seems to me that England knows it has failed to give enough and it knows it has nothing more to offer. England has resorted to threats, get the stick out.

Some of the things England have threatened;

  1. Currency collapse, bankruptcy, irrelevance and isolation. There will even be a frontier, doubtless with barking dogs, searchlights and minefields planted with exploding haggises (Peter Hitchens – The Daily Mail)
  2. Guards may be ordered to line the 95-mile English-Scottish border if the majority of Scottish people voted for independence in an upcoming referendum. (British Labour party leader Ed Miliband)

I could go on. But I wont. The thing is, I am in England and I am English. I do not get a vote. And what is more, I should not even get a say in it. The blanket coverage of the vote in Scotland here in English media and its attempts to convince me we are “Better together” are simply not relevant to my situation. This propaganda only serves to reveal our leaders in London as the fools they are.

The “no” vote should be all about pouring love over Scotland and its people and reinforcing the benefits of being together, not threatening them with the permanence and negative repercussions of a vote for independence. Personally I would like Scotland to vote “Yes” and when they do I will be celebrating with them. The escape from the overbearing, repressive, controlling, bullying, lying, greedy, selfish, narcissistic leadership in London is something we should all be campaigning for.

Put the sticks away, I want to see the carrots.