Jim Knight – Speaker, Author, Podcast Host

Jim talks about:

How to define Company Culture
How to AMP up, maintain or even revolutionize company culture
The best way to find and retain top talent

The person who influenced Jim the most in the past year:

Radical Leap by Steve Farber: https://amzn.to/3l5jUcF

His note to all CX professionals:

“Read the guest, seize the moment, personalize the experience to rock their world.”

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Nick Glimsdahl: Welcome to the Press 1 For Nick podcast my name is Nick Glimsdahl and my guest this week is Jim Knight.

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Nick Glimsdahl: Jim teaches organizations of all sizes, how to attain their rock star status, he started his career at gator land zoo in Florida, he is the scars to prove it.

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Nick Glimsdahl: i’ve heard there’s a boa constrictor story in there somewhere eventually led global training for hard rock international for 21 years he’s a speaker author and podcaster Jim welcome to the press, one for Nick podcast.

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Jim Knight: Thanks brother, I appreciate a great intro and just been honored now to be on your show after all this time I know we’ve been trying to make it happen so i’m getting to be here brother.

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Nick Glimsdahl: Absolutely, so the one question I ask every single guest Jim is what’s one thing people might not know about you.

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Jim Knight: One thing they don’t know what beside the scar get bit by boa constrictor That was a pretty good.

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Nick Glimsdahl: wasn’t good one yeah you already left that out of the bag known.

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Jim Knight: As did I did I did you know what I, for whatever reason, in the last 30 years i’ve developed a fear of being shocked like a fear from electromagnetic shock whenever you touch metal I know there’s a word for it, I don’t remember what it is, but.

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Jim Knight: I whenever I see any metal when i’m coming up to it now all the time, even if it’s my car i’m like knuckle elbow anything that can probably take the brunt but I don’t know if that’s something that a lot of people don’t know but it’s kind of freaky.

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Nick Glimsdahl: yeah I would definitely it’s only happened to me a couple times, but I don’t don’t get a I don’t have a phobia over it so.

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Nick Glimsdahl: let’s let’s dig right into it, you know there’s a bunch of things that I could talk about I can talk about the product use on your hair, but then we, I know you geek out about it and we talked about it for the next 30 minutes so.

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Nick Glimsdahl: Yes.

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Nick Glimsdahl: i’m going to completely skip that.

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Nick Glimsdahl: Let me talk about something that I know you’re also passionate about is culture so.

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Nick Glimsdahl: How do you define culture.

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Jim Knight: yeah great question it’s probably actually Nick one of my most asked questions because a lot of people are trying to figure it out that.

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Jim Knight: here’s here’s sort of my focus on it i’m taking a little bit of a different approach, because I do think culture is everything.

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Jim Knight: In the culture is everything camp, but when I actually say the word I know it’s very nebulous very esoteric it gets fuzzy for people what exactly is it so.

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Jim Knight: i’ve come to the conclusion after all the years that I was immersed in a company that had a great culture but written about it and talk about it.

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Jim Knight: I just think it’s a collection of people like I think honestly, it is a collection of people who have.

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Jim Knight: You know, some pretty unique behaviors and some of those behaviors are awesome and some not so much, but whoever’s in the company in the brand at that time at that moment.

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Jim Knight: That is your company culture and I just I really believe that I think that things don’t happen on you know, on accident unless you’re totally into the robotic and everything’s automated.

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Jim Knight: You need people to get things done and, and I use a ton of examples like if somebody were to leave the organization.

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Jim Knight: You know, they still made a dent in the culture, even if they were only there, three, four or five weeks, they still made dent if a senior executive or the founder or the President or whoever somebody highly influential leaves.

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Jim Knight: Well, now there’s broad sweeping impact and influence that just changes all the time, so.

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Jim Knight: It didn’t assistance in the structure and the tools, although I think we should do those things right, I think, when it comes down to the heart and the core of a culture.

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Jim Knight: it’s just a collection of people, which means you got to go focus on getting the right ones that’s going to make your company brand awesome.

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Nick Glimsdahl: yeah yeah So what are some of the organizational points that leaders should be addressing to you know amp up using one of your words.

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Nick Glimsdahl: Man or even revolutionize.

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Nick Glimsdahl: That culture.

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Jim Knight: yeah I wish more leaders in in companies were to structure some things around like this, so I know you’re using those words when I think about these these core elements these core tenets.

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Jim Knight: If you focused on you know ultimately purpose of the company, the the leadership you know what kind of leadership style and skill that you’re going to use.

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Jim Knight: Definitely some infrastructure stuff, which is a highly touted word these days.

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Jim Knight: But even on the service mentality like there should be a plan, you should almost label that thing yeah we should be wrapping our arms around an awesome.

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Jim Knight: Service mindset, whoever the end user, the customer consumer the client whoever it is, but ultimately again i’m going to hang my hat on people I just.

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Jim Knight: I just think in my heart, Nick I think that’s what it is, but if they could organize even their manager meetings around those concepts purpose leadership infrastructure service and people.

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Jim Knight: I don’t think there’s anything else that that would be as important, all the other stuff is just small rocks you know that the bigger things are those things I just talked about, but the the key one for me it’s going to be the humans.

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Nick Glimsdahl: yeah I see that organizations tend to focus on what they’re measured on and they kind of have that I caught the horse blinders on and they’re running as fast as they can in the direction of that metric.

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Nick Glimsdahl: You know.

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Jim Knight: Or the product like there’s just like you said they want to be so fast to the market they’re hanging their hat on the thing that stuff they miss it and they totally miss it i’m with you.

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Nick Glimsdahl: yeah So what are some of the organizations who who do the business service culture right.

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Jim Knight: Oh man from my background and hospitality, I could list off the time, but I do think you know chick fil a is probably right up there.

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Jim Knight: there’s a couple Convenience Stores and i’m starting to write and talk about more if you’re familiar with Wah Wah or sheets they’re they’re sort of direct competitors even bikinis.

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Jim Knight: Which is like the, it is a total experiences, the largest convenience store in the world, but even going outside of like the ritz carlton and kimpton hotels, if you break out of the world that I grew up in.

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Jim Knight: I think about the container store I think about salesforce I think about rackspace which are dealing with servers behind the scenes, a lot of people don’t even see these guys do.

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Jim Knight: computer technology stuff but they have some of the coolest cultures, where people are actually getting tattoos of the company logo on their body.

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Jim Knight: So you know there’s a lot that I can sort of think of ultra beauty is coming up quite a bit i’m really in love with the Cleveland clinic I think about some of the stuff that they do.

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Jim Knight: Some of my biggest clients when I go out and speak or funeral directors and there’s a couple funeral homes, now that are starting to really have awesome culture, believe it or not.

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Jim Knight: Even in death care, so I purposely believe, like a company like zappos who sell shoes, not even their own shoes, but other people’s shoes online.

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Jim Knight: And they’re only one location, but it’s one of the greatest service cultures, we can think of in the US so there’s some really good ones out there, I could probably go on and on about the list.

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Nick Glimsdahl: And it’s so interesting that you.

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Nick Glimsdahl: You know, with with the people that you went through one of the guys that reached out to me or I met with a while ago, and I was networking, this was four or five years ago, and he had a had a funeral home and had a bunch of three or four or five or six of them, which is.

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Nick Glimsdahl: it’s interesting sometimes the small talk can be hard, but one thing I thought was hilarious is he kind of use it as a joke, and maybe something semi serious but it’s a way to memorable.

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Nick Glimsdahl: As he stuck his hand out and then he keep pointing his finger out towards my wrist and he would check my pulse, to make sure i’m still alive.

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Nick Glimsdahl: Or else we can’t do business.

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Jim Knight: that’s funny.

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Jim Knight: That is a little there’s a little morbid, though, is that.

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Nick Glimsdahl: yeah so the next time that you go to one of those one of your your your.

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Nick Glimsdahl: Your clients he just.

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Nick Glimsdahl: calls and see what they say.

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Jim Knight: yeah i’m sure they would love that, let me, believe me, i’ve tried a couple funeral jokes before they don’t go over that well they’ve heard and seen all of them, but you get 1000 funeral directors in a conference area that those guys are they’re actually quite fun, believe it or not.

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Nick Glimsdahl: it’s awesome so it’s not with culture it’s about people.

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Nick Glimsdahl: Yes, so how can you rock your people or your employees world.

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Jim Knight: yeah you know, I think that you know I live in a parallel universe, that is always focused on that human behavior so my background at hard rock predominantly.

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Jim Knight: Was training and development, I was also middle school teacher for six years, so again.

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Jim Knight: i’m always focusing on that employee engagement, I think, if you can get this group of perhaps promotable army of giants, to take the hill for you.

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Jim Knight: Then, when you get up into the sales world and you’re dealing with the customer, the guests, the end user, like we talked about.

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Jim Knight: I just think it’s so much easier and this isn’t new I didn’t create this, this is the old they call it the service profit chain right like if you can focus on the people.

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Jim Knight: it’ll it’ll parlay up that will move right up into the the customer experience, so you know the things I think about are just thanking people on a regular basis it’s inspiring them it’s motivating them in my world.

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Jim Knight: It was going out of your way to teach and coach and develop and and if I could promote them I would at least making them promotable.

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Jim Knight: They would be ready to take on more responsibility, so I don’t have to go to the outside.

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Jim Knight: And hire somebody else because I look around and I don’t have anybody ready that that’s shame on me, so I constantly want to use mentorship and training and development to get them to that point.

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Jim Knight: But even in the way that we get people to stay with us just looking for more opportunity to recognize and reward and love on people more.

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Jim Knight: And I know we don’t use that word quite a bit in business, but I think when people really feel appreciated and listen to.

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Jim Knight: they’re going to stick around with you a little bit longer so again when it comes to engagement, you know i’m all about the TEAM members all day long that’s where I want to spend my energy.

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Nick Glimsdahl: Man the hardest thing right now with doesn’t matter pick an industry.

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Nick Glimsdahl: Is retention it’s keeping your employees, keeping them happy keeping them and it’s not just keeping them paid well it’s not just hey you get two and a half weeks or three weeks of vacation instead of two.

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Nick Glimsdahl: it’s like you said it’s showing them and it’s not saying man I love you I love you Jim it’s it’s giving them a side hug it’s it’s just showing them love.

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Nick Glimsdahl: And, and you do that at a bunch of different ways, but how important from an employee perspective is that is that engagement to to that individual and what does that what does that do for retention.

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Jim Knight: Well, I think its mission number one if you’re a leader like you got to be showing up thinking you know today’s the day that i’m just going to be doing these things i’ve got to cognitively think.

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Jim Knight: What can I do right now to get my team members to fall madly in love with me and sometimes.

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Jim Knight: You know, listening might be money, although we still find on the list, although it’s important it’s still like seven or eight or nine depending on what list you look at.

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Jim Knight: it’s more about following the Leader that I can trust it’s about are they listening to me do they take my ideas are they actively working on me getting to some type of next level some type of a growth pattern.

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Jim Knight: I want to not work with slackers like I actually want to work with other cool people so.

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Jim Knight: You know, listen to this is going to be where we spend predominantly the most amount of time our waking time, at least in one location is going to be at a job.

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Jim Knight: Why not make it the absolute best environment you possibly can so as a leader that squarely on my shoulders I get to pick and choose all of that stuff and so.

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Jim Knight: yeah more money more opportunities all that stuff is always going to show up but.

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Jim Knight: Believe it or not, I actually really do think that if you were just walking around saying you’re awesome Thank you so much you rock I think the more of those deposits, I like to say in the emotional bank account.

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Jim Knight: I think that trust that interest just it grows and develops because listen we’re going to make a mistake.

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Jim Knight: i’m going to make a withdrawal i’m going to screw up somewhere and if I pull that would draw out if that’s all they ever hear is no, no, no, and you’re wrong and you’re slapping people around because they’re getting stuff wrong.

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Jim Knight: Get you know if I was a millennial or even gen Z i’m just going somewhere else, because listen right now, it is an employee’s world it is a team members world, they can go anywhere, and if there are a rock star.

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Jim Knight: rock stars can always get another gig they don’t need us as much as we need them so again retention you’re awesome Thank you let me help develop you let me listen to you, I know this sounds fundamental one on one but it’s so true probably more so today than ever before.

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Nick Glimsdahl: yeah but it’s not just using the words but its meaning it being being genuine behind it and trying to help them help them succeed in life, it helped them extend where they’re at today to where they want to go.

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Nick Glimsdahl: listen to them and add value along that journey because.

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Nick Glimsdahl: If you’re communicating with them and constantly engaging with them, they feel that love that you’re trying to trying to say regardless if you say it or not.

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Jim Knight: yeah I have a couple friends that have a frozen dessert concept in Chicago and they hire almost exclusively gen Z and they do exactly that they.

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Jim Knight: You know first off they purposefully know that a lot of the people that are coming in, are not going to be completely skill, because there are somethings life skills that just aren’t taught in school or even by parents anymore.

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Jim Knight: And so I think a lot of employers, like my friends who on this business called susie squirrel they they know that people are going to come in and they can either make a choice to say.

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Jim Knight: i’ve got to teach them how to make eye contact and smile and use a mob and count back change because they’re not getting any that stuff anymore, I mean they’re going to have to take the time to do that.

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Jim Knight: or I gotta go sorry you don’t have enough experience you’re not competent enough and they’ll go and hire somebody else.

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Jim Knight: And that’s a shame, because the ones who are giving people an opportunity and doing those things like you said that sort of people feel really valued.

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Jim Knight: I think what you’re seeing is people are wanting to stay with you longer or maybe they have a journey somewhere else.

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Jim Knight: But they’re going to retreat back, maybe to come back as a leader at some point for the organization so.

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Jim Knight: I think you’ve got to just put it on your radar screen that i’m going to make whether it’s the first job or this particular job for them, the absolute best and they’ll think finally of me.

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Nick Glimsdahl: yeah so when it comes to communication was it was it in know wayne’s world where they turned it up to 11 or is that different to me is that a different movie.

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Jim Knight: Different one spinal tap.

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Nick Glimsdahl: Really botched it.

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Nick Glimsdahl: So in spinal tap they said turn turn it up to 11 right, so why shouldn’t lie.

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yeah.

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Nick Glimsdahl: So awesome, so why should my listeners turn communication up to 11.

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Jim Knight: You know I just I think in almost every facet of the organization, whether you’re talking internally or externally I just think you got to look for opportunities to create.

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Jim Knight: an unbelievable experience so again i’m saying this could be for the team Member but, ultimately, for the guests, and so the way that you turn it up to 11 is.

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Jim Knight: you’ve got to put it front and Center and so, in my world you know, probably in my hard rock background, I do believe that a lot of the stuff I did was loud and fast and gregarious and grandiose.

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Jim Knight: But there are a lot of times, where you just have to be subtle and quiet and cool and there’s a sense of urgency and an attention to detail like.

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Jim Knight: there’s two sides in my world of rock and roll, but I think when it comes to service it’s the same thing there’s a time to be humble.

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Jim Knight: there’s a time to bring the thunder and I think if you can teach people to recognize that to look at people and just go with the outcomes i’m trying to get or for people to come back.

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Jim Knight: spend more money and talk about me favorably, the only way you ever create an experience or to do those three things I don’t care about the 997 other things that are on some.

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Jim Knight: Customer survey i’ve seen all those, by the way, I look at the last three questions are you coming back, are you spending more money you going to talk about me positively.

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Jim Knight: that’s when I know that somebody has turned it up to 11, and so I hopefully you don’t want people to think it’s just.

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Jim Knight: You written you crank it up and it’s always going on, you know I just think you have to think.

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Jim Knight: What am I supposed to do with this person right now the rock their face off because, if I can get them to come back spend more and talk about me possibly I when they were going to help perpetuate the brand for all time.

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Nick Glimsdahl: yeah so is that the best way to increase the value proposition, or is there, another way.

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Jim Knight: that’s it man, I honestly think that if you just taught people to do that now yeah there’s there’s certainly some tactical things again, I would go out there and hire the absolute best talent, I could find.

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Jim Knight: I say hire rock stars you start again if you believe in my definition at all and it’s about the humans let’s go higher rock stars right behind that can we create some sort of.

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Jim Knight: Communication platforms, can I get as much information can I sit back wait for a moment and listen to what the team is saying that I can make some adjustments with that can I create.

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Jim Knight: an unparalleled service mentality, something that I talk about on a regular basis, not on day one orientation, but, so much so that I create customer loyalty.

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Jim Knight: Like people are not going to go to the other side of town and cheat on me just because they could save a little bit more money.

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Jim Knight: Like I blown their head so much off that they’re like I can’t fathom going somewhere else, like I got an emotional attachment to you, so, if I can do all those things, I know that sounds again.

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Jim Knight: Maybe a little bit over the top that’s how my mind works I just think you know this are rock stars think right.

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Jim Knight: We think grandiose when I get through with you i’m going to drop the MIC and you will have had your world rock if I don’t think like that i’m probably less likely to behave like that and listen.

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Jim Knight: You can go and do some tactical things you want to get to an annual SWOT analysis and.

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Jim Knight: sit back and look at your strengths and weaknesses opportunities and threats and things like that, yes.

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Jim Knight: Do all those things that all the business gurus have said i’m in that camp, by the way, I read a lot of business oriented stuff but.

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Jim Knight: If you could just hire the best ones sit back and have some communication and listen a little bit and ultimately create this unbelievable stellar unparalleled service mentality and measure to it, I think you’re going to win.

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Nick Glimsdahl: yeah so hire the right rock stars.

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Jim Knight: Which is not easy to do.

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Nick Glimsdahl: it’s hard to do yeah I mean just find finding the right rock stars convincing them that hey the organization that i’m building today you’re going to want to be part of, and I want you to part of that town so what’s the best way to keep that talent, once you get it.

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Jim Knight: Well, the keep it, you know, hopefully it’s on some of the stuff that we talked about with love and teach inspire and.

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Jim Knight: reward and recognize and all those things but.

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Jim Knight: You know if you went out of the way and said i’m going to personalize and customize an individualized my approach with every team Member, by the way.

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Jim Knight: Just like we teach the team Members to do with the customer, if I could do that with employee I think i’ve got a better shot at them once again being loyal to me.

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Jim Knight: I mean if you could hire the right ones, if you can have unbelievably great recruiting collateral if you could have.

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Jim Knight: Non negotiable, you know interviewing standards, if I can put them through a filter that they actually get a job here.

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Jim Knight: I feel like i’ve already i’m in a pretty good place but you know people are going to leave for different reasons, but I know for a fact, there is a correlation between.

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Jim Knight: turnover and sales I used to do this, all the time, I would look on a regular basis.

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Jim Knight: To the top 10 hard rock’s when I was there of who was crushing it not from hitting budget, but their trajectory was constantly going up, year on year, they were hitting their numbers.

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Jim Knight: Ironically, actually it wasn’t ironic, like, for me it wasn’t a coincidence, I knew for a fact I would go and look at what was there rolling 12 turnover, how are they turning to people.

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Jim Knight: They actually had the best turnover, they were holding on the people their sales were going up, which they were able to flow down to the bottom line to the end of the line so.

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Jim Knight: I just think again if I live in this world that parallel universe, I talked about all day long I am working on trying to get those people to fall madly in love they can’t fathom going somewhere else if I do it right it’ll parlay over to what the guests are looking for.

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Nick Glimsdahl: You know, it can think that goes back to filling your cup like you’re just constantly overflowing their cup with value and communication and experiences.

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Nick Glimsdahl: So they’re like even even if somebody came over and they said hey.

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Nick Glimsdahl: trauma, you know we have this awesome product, you want to do business with us and they’re like can you do these seven things and, by the way, can you create this human connection can you overflow my cup day in and day out, even when you screw up and I don’t want to put in that for.

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Nick Glimsdahl: Now okay cool, then you you keep on moving.

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Nick Glimsdahl: And i’m sick of this company.

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Jim Knight: What they’ll do is i’ll offer you 50 cents more.

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Jim Knight: And, and some people will jump at that, and you know happens greener pastures, they get over there and they’re always like man, I mean it’s just not the same again people really want to work for an environment where they just feel totally appreciated so i’m with you on that man.

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Nick Glimsdahl: Very cool so I got asked it’s not not part of a culture or customer service, but as a rock star if you can see one last van live well with the band be and where would where would they be no.

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Jim Knight: Man i’m going to pick an easy one only because it’s the absolute truth in my background i’ve been very lucky i’ve seen everybody that I ever wanted to see except for one.

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Jim Knight: Okay Rolling Stones I can’t believe I haven’t to this point seen it and i’ve got here’s a little story real quick.

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Jim Knight: I had tickets about three years ago, well, about two and half years ago to go see them in jacksonville Florida i’m in central Florida and literally the week that the concert was happening mick jagger had to go into the hospital he had a heart problem it’s just a couple years ago.

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Jim Knight: They reschedule it rescheduled for one in Tampa Florida even closer to me is awesome literally the day that they reschedule that.

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Jim Knight: All of a sudden code starts to hit so they held on as long as they could they reschedule it I just saw the new date, not only am I off speaking somewhere making money, so I can’t go to it.

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Jim Knight: But now, as we all know, Charlie wants the drummer’s just passed away, so I would assume that they’re probably still going to play i’m not even sure Charlie was playing with them on this particular tour but.

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Jim Knight: yeah I have a feeling all it takes is mick jagger Keith richards to go and that’s it, I will have miss my window so.

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Jim Knight: If I could see him anywhere i’d love to go see a concert at red rocks in Colorado it just sounds like that would be phenomenal i’ve never been there, so to see that band, and that location oh my I would lose my mind i’m telling you right.

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Jim Knight: Now that would be fantastic.

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Nick Glimsdahl: you’re telling me that they would overflow your Cup.

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Jim Knight: They would they would and that’s it I don’t need to see more live music i’d be super happy with that.

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Jim Knight: So awesome actually i’m going to a concert tonight i’m going to see the struts which is my new favorite band right now, this.

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Jim Knight: Lead singer just reminds me of just an early Bali and Freddie mercury he’s a it, they are rock and roll to the core and I am absolutely loving it so i’m thrilled to get do that tonight.

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Nick Glimsdahl: Is awesome enjoy yourself, so I wrap up every single podcast jam with to two questions, and the first one is what book or person and customer service customer experience.

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Nick Glimsdahl: has influenced you the most in the past year and then the second one is, if you could leave a note to all customer service representatives it’s going to hit everybody desk my name would say.

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Jim Knight: What what was the first question, it was.

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Jim Knight: On the book.

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Jim Knight: yeah what border person has influenced you the most in the past year around customer service and customer experience.

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Jim Knight: Okay, so I would say the one that’s resonate with me the most is my good friend Steve farber you know he wrote a book called radical leap it’s very it’s the type of books I love very thin and big letters and.

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Jim Knight: I wish they had pictures in it as well all told doing analogy, I love his books he’s got a new one called love is just damn good business.

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Jim Knight: Again nice name, since we were talking about love anyway, but it has a great service component to it i’m not i’m not so sure that it’s all about customer service.

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Jim Knight: But oh my gosh talking from a business standpoint I think that’s perfect love is just damn good business and and the other one, I would say, if I could leave a note, you know I do think.

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Jim Knight: Listen, I think, a single person with a great idea can start unbelievably great revolutions, you know that that’s how.

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Jim Knight: dictator lead countries are overthrown that’s how philanthropic movements are started that’s how service programs are created and perpetuated so.

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Jim Knight: I just think if you really want to get to nirvana you’ve got to create an experience that is personalized customized and individualize if you can get somebody and I guess I would write this in the note.

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Jim Knight: You know, read the gas seize the moment personalize the experience to rock their world i’d be out i’d be happy.

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Nick Glimsdahl: There it is there’s the MIC drop moment.

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Jim Knight: right there.

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Jim Knight: boom, you can use that clip.

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Nick Glimsdahl: it’s awesome so what’s the best way for my listeners get Ahold of you, they they want to find you a creep anya social they want to book yeah they want to see that amazing hair what’s the best way to do that.

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Jim Knight: Man you’re so awesome I appreciate it actually I could list off a lot i’ll just tell you the best place is my website at night speaker so my last name K and I ght night speaker calm.

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Jim Knight: You can get all my social and the podcasts and the books and see the hair and there’s video clips and whole bunch of other stuff but i’m really honored to be here brother, I really, really appreciate you making this happen.

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Nick Glimsdahl: I appreciate you man you you enjoy that that rock concert and I fully expect a full on report when you go to red rocks.

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Jim Knight: You got it i’ll send you a video clip.

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Nick Glimsdahl: awesome see Jim.

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Jim Knight: All right, buddy be good rock on.

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The Press 1 For Nick podcast is both educational and engaging, and each episode offers listeners a dynamic blend of insightful stories, best practices, and invaluable lessons.

Nick’s guests – each with a unique wealth of knowledge – include leaders from a variety of backgrounds and industries. Some of his guests include:

Customer service & customer experience leaders
A hostage negotiator
Award-winning authors
Home Depot’s Senior Director of Customer Care
Former VP of Disney’s Magic Kingdom
Lyft’s Head of Partner and Customer Engagement
Deputy Chief Veteran Experience Officer from the U.S. Department of Veteran Affairs

On every episode Nick asks his guest two questions:

What book or person has influenced you the most in the past year?
If you could leave a note to all the Customer Service and CX professionals, what would it say?

You can find all the podcast guests’ answers under their episodes below.

If all you want is the guests’ book recommendations, you can go here.

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