Humanize: How People-Centric Organizations Succeed in a Social World
- By Jamie Notter, Maddie Grant
- Published Sep 16, 2011 by Que.
- Register your product - get bonus material or coupon.
- Book
- ISBN-10: 0-7897-4112-1
- ISBN-13: 978-0-7897-4112-7
A practical guide for realizing the true potential of social media—not for marketing, but for leadership.
Knowing the tools of social media is a must for successful marketing these days, but the real promise of social media is the way it can teach us a whole new way of doing business. Humanize takes the principles underlying social media’s growth and applies them to the way we lead and manage our organizations. Leading organizational consultants Jamie Notter and Maddie Grant help you change your organization, from the culture down to individual behavior, in ways that make it more human—and more effective. Drawing on their extensive experience, Notter and Grant help you make management innovation real and doable. Regardless of your title or position, this book can help you:
· Build a more trustworthy, open, generative, and courageous organization by embracing social and human principles.
· Change organizations from the inside out.
· Address critical elements of organizational behavior, process, and culture.
· Move beyond the social media buzzwords like transparent, decentralized, and open—and actually make them happen.
· Promote forms of “generative” success that go beyond profit and loss.
· Learn how to get started–you, personally, today, right now!
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14 of 16 people found the following review helpful
Could Just Be That I'm a Social Media Geek, But I Find It RIVETING, By
This review is from: Humanize: How People-Centric Organizations Succeed in a Social World (Hardcover)
A business book that starts with a quote from the Matrix. I was sold from the first page. But I held back from my review, wanting to wade in more deeply before snapping to judgement.And with each page I am just more invested in finding out what comes next. The quote that starts off the book is relevant because it is a parallel to one of the central theories of the book: that humankind has created a machine that is ruling how she/he behaves. That machine, is the organization, the company, which, when broken down is a collection of humans. It posits a strategic mission, should you, of course, choose to accept it. And you can, armed with Humanize, no matter what level of organization you're at, it is for both the minion and the maker of any organization or corporation. Because it seeks to empower YOU, dear reader, to transform your organization to a more people-centric ecosystem. In the chapters that follow the introduction, we see... Read more
7 of 7 people found the following review helpful
Now, if it was only easy.,
This review is from: Humanize: How People-Centric Organizations Succeed in a Social World (Hardcover)
Personally, the most awaited book of all time.OK, that part isn't true about Humanize. What is true is that it is good. Damn good. That's the good news. Maddie Grant and Jamie Notter do a very nice job stepping through what they call their "trellis", the four human qualities that company's SHOULD have: Being Open, Trustworthy, Generative and Courageous. They suggest, after setting up their "collision course", a proper corrected course that companies can follow to change the very way they do business. The bad news is, through no fault of the authors, that most of corporate America is not prepared to undertake the kind of heavy lifting that is necessary to make this kind of dramatic change. Too bad. Humanize is solid work in the right direction. The authors have done some heavy lifting, even offering worksheets for companies interested in tracking their progress towards becoming more human. It's a good piece of work. Buy it... Read more
8 of 9 people found the following review helpful
Excellent Presentation of an Important Idea,
Amazon Verified Purchase(What's this?)
This review is from: Humanize: How People-Centric Organizations Succeed in a Social World (Hardcover)
Humanize is talking about change that is coming. Social media is giving individuals more than a voice, it is changing how we think about things like organizations. Jamie and Maddie lay this out clearly and provide great examples and recommendations for using this information. Their "Trellis," the four crucial elements organizations should look to incorporate, is a clear starting point for change. It won't be easy, but this book will make you think about it.I'm recommending it to leaders in many different types of organizations and everyone who wants to lead in this changing environment. |
Online Sample Chapter
Table of Contents
1 The Human Revolution . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . 1
The World We Live in Today . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .2
Tomorrow’s World: Human Organizations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4
How This Book Is Structured . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6
What’s Different About This Book . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .9
2 We Can’t Go Back . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
Social Media by the Numbers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .12
Just the Beginning . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .14
The Social Media Revolution in a Nutshell . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .16
The Rise of Word of Mouth Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .18
From Consumers to Producers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .20
Information Wants to Be Free . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .21
Google Me, Baby . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .22
It’s Not Information Overload, It’s Filter Failure . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .24
From Conversation to Collaboration to Collective Action . . . . . . . . . . . . . . . . . . . . . . . . . .25
From Collective Action to [?]… . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .28
So What? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .29
Must Read . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .31
3 We’re Not Moving Forward . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33
Best Practices Versus Innovation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .35
Strategic Planning: The Comforting Lie of Predictability . . . . . . . . . . . . . . . . . . . . . . . . . . .38
Strategic Planning Basics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .39
Pulling Back the Curtain on Strategic Planning . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .41
You Can’t Predict the Future . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .43
You Can’t Separate Thought from Action . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .44
You Can’t Script the Formation of Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .45
Human Resource Management:We Are People, Not Spare Parts . . . . . . . . . . . . . . . . . . .46
Why Does the Hiring Process Suck? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .48
Structure: Logical But Not Human . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .50
Leadership: Individuals Will Always Let Us Down . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .53
Is There Hope? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .57
Must Read . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .59
4 Challenges to Socializing Business . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . 61
Culture . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .64
What Is Culture Anyway? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .66
Culture and Social Media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .68
Risk . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .69
Authority and Control . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .71
Process . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .73
What Is Process Anyway? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .75
Process and Social Media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .76
Hierarchy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .77
Silos and Communication . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .78
Measurement . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .80
Behavior . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .82
What Is Behavior Anyway? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .84
Behavior and Social Media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .85
Identity Management . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .85
Relationship Building . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .87
Knowledge Management . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .88
Now What? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . .89
5 Social Organizations Are More Human . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 91
The Machine World . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .92
Unplugging from the Matrix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .95
A Trellis for Cultivating More Human Organizations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .96
The Four Elements in the Real World . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .99
2008—The Motrin Moms Backlash . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .99
2009—United Breaks Guitars . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .101
2010—The Gap Logo Reversal . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .103
2010—The BP Oil Spill . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .104
2011—Etsy’s Offensive Art Versus Censorship Debate . . . . . . . . . . . . . . . . . . . . . . . . .105
Open . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .106
Trustworthy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .108
Generative . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . .110
Courageous . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .112
Making It Happen . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .114
6 How To Be Open. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 115
Open Culture: Decentralization . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .117
Walking the Walk:Who Steps Up? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .119
Talking the Talk: Less Is More . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .125
Thought: Cultural Assumptions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .128
Open Process: Systems Thinking . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .131
What Is Systems Thinking? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .132
Structural: Silos That Work . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .134
Internal: Perpetual Motion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .136
External: Open Community . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .138
Open Behavior: Ownership . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .140
Knowledge . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .142
Skills . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .146
Open For Business . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .150
Must Read . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . .150
Get Started Today:Worksheet . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .151
7 How to Be Trustworthy. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . 155
Trustworthy Culture: Transparency . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .158
Walking the Walk: Strategic Transparency . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .159
Talking the Talk: The Power of Consistency . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .162
Thought: Assumptions Behind a Culture of Transparency . . . . . . . . . . . . . . . . . . . . .165
Trustworthy Process: Truth . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .167
Structural: Beyond Blowing Whistles . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .169
Internal: Conflict Is a Good Thing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .171
External: Cultivating Truth in the Ecosystem . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .175
Trustworthy Behavior: Authenticity . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .178
Knowledge: Know Thyself . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .179
Skills: Equip for Exploration . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .181
Making New Meaning . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .183
Must Read . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .184
Get Started Today:Worksheet . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .184
8 How to Be Generative. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 187
Generative Culture: Inclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .190
Walking the Walk: An Infrastructure for Inclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . .192
Talking the Talk: Making Difference Visible . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .194
Thought: Assumptions Behind an Inclusive Culture . . . . . . . . . . . . . . . . . . . . . . . . . . .196
Generative Process: Collaboration . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .198
Collaborative Brand . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .200
Collaborative Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .203
Generative Behavior: Relationship Building . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .207
Interpersonal Relationship Building . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .208
Network Relationship Building . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .211
Accomplishing More, Better . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .216
Must Read . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .216
Get Started Today:Worksheet . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .217
9 How to Be Courageous . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . 219
Courageous Culture: Learning . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .223
Walking the Walk: The Power of Conversations and Failure . . . . . . . . . . . . . . . . . . .224
Talking the Talk: Actions Speak Louder . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .227
Cultural Assumptions: Free Your Mind . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .230
Courageous Process: Experimentation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .232
Structural: Creating Space for Experimentation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .233
Internal: Experimentation and Measurement . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .235
External: Shifting from Technology Experimentation to
Management Experimentation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .237
Courageous Behavior: Personal Development . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .239
Make Time . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .242
Get Personal . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . .242
Say Good-Bye . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .243
Just the Beginning . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .243
Must Read . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .244
Get Started Today:Worksheet . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .244
10 What Now? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 247
Social Media Challenges Are Organizational Challenges . . . . . . . . . . . . . . . . . . . . . . . . . .248
How to Be the Catalyst for Change . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .251
Red Pill or Blue Pill? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .252
Index . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 255
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