Amazon Advertising 2.Maximizing ROI on Ad Campaigns in 2024

 Maximizing return on investment (ROI) on Amazon ad campaigns is a critical goal for sellers in 2024. With advanced tools and strategies available, sellers can enhance their advertising efforts to achieve better results. Here’s how you can make the most of your Amazon advertising campaigns this year.

Key Strategies to Maximize ROI

1. Utilize Advanced Targeting Options

• Sponsored Products: Use keyword targeting, product targeting, and interest targeting to reach specific audiences effectively.
• Sponsored Brands: Create custom ads that feature your brand logo, a headline, and multiple products to drive brand awareness and visibility.
• Sponsored Display: Target audiences based on their shopping behaviors, interests, and previous interactions with your brand.

2. Optimize Campaign Structure

• Granular Campaigns: Break down campaigns into specific, well-defined segments to better manage and optimize performance.
• Ad Groups: Utilize ad groups within campaigns to organize ads by similar themes, products, or goals.
• Budget Allocation: Allocate budgets strategically across campaigns and ad groups based on performance data and business objectives.

3. Leverage Automation Tools

• Amazon Advertising Console: Use Amazon’s built-in automation tools for bid optimization, budget adjustments, and performance monitoring.
• Third-Party Tools: Consider using third-party tools that integrate with Amazon for advanced analytics, automation, and optimization.

4. Implement Data-Driven Decision Making

• Analytics and Reporting: Regularly review Amazon’s advertising reports to analyze key metrics like ACOS (Advertising Cost of Sales), ROAS (Return on Advertising Spend), click-through rates (CTR), and conversion rates.
• A/B Testing: Conduct A/B tests on ad creatives, headlines, and targeting options to identify what resonates best with your audience.
• Customer Insights: Use insights from customer reviews, feedback, and shopping behavior to refine targeting and messaging.

5. Create High-Quality Ad Content

• Compelling Visuals: Use high-quality images and videos that capture attention and clearly showcase the product’s benefits.
• Clear Messaging: Ensure ad copy is concise, compelling, and includes a strong call to action.
• Enhanced Brand Content: Utilize A+ Content to provide rich, informative, and engaging product descriptions that enhance the shopping experience.

6. Focus on Customer Lifecycle

• Retargeting: Implement retargeting campaigns to reach customers who have previously interacted with your brand or products.
• New Customer Acquisition: Create campaigns specifically designed to attract new customers and introduce them to your brand.
• Loyalty and Retention: Develop campaigns aimed at repeat purchases and building customer loyalty, such as special offers for returning customers.

7. Budget Management

• Daily and Monthly Budgets: Set appropriate daily and monthly budgets to ensure consistent ad delivery and avoid overspending.
• Bid Strategies: Use dynamic bidding strategies like “up and down” or “fixed bids” to control how much you’re willing to pay for clicks based on their likelihood to convert.

8. Seasonality and Trends

• Seasonal Campaigns: Plan and execute campaigns around major shopping events, holidays, and seasonal trends to capitalize on increased shopping activity.
• Market Trends: Stay updated with market trends and consumer behavior to adjust your advertising strategies accordingly.

9. Optimize for Mobile

• Mobile-Friendly Ads: Ensure your ads are optimized for mobile devices, as a significant portion of Amazon traffic comes from mobile users.
• Responsive Design: Use responsive design principles for ad creatives to provide a seamless experience across different devices.

10. Continuous Improvement

• Regular Audits: Conduct regular audits of your ad campaigns to identify areas for improvement and ensure they align with your business goals.
• Stay Informed: Keep up with Amazon’s latest features, tools, and best practices by regularly reviewing updates from Amazon Advertising.

Conclusion

Maximizing ROI on Amazon ad campaigns in 2024 requires a strategic approach that leverages advanced targeting, automation, high-quality content, and data-driven decision-making. By focusing on these key areas and continuously refining your strategies, you can achieve better results and drive growth for your business.

Selling on Amazon Internationally: Expansion Strategies for 2024

 Expanding your business on Amazon internationally offers significant growth opportunities. As Amazon continues to dominate the global e-commerce landscape, understanding and implementing effective expansion strategies is crucial for success in 2024.

Key Strategies for International Expansion on Amazon

1. Market Research and Selection

• Identify Target Markets: Research and identify the most promising international markets for your products based on demand, competition, and market trends.
• Local Preferences: Understand local consumer preferences, cultural differences, and purchasing behaviors to tailor your product offerings and marketing strategies.

2. Compliance and Regulations

• Understand Local Regulations: Familiarize yourself with local laws, regulations, and Amazon policies in your target markets, including import/export restrictions, taxes, and product standards.
• Product Certification: Ensure your products meet the necessary certifications and standards required in each market.

3. Localization

• Language Translation: Translate product listings, descriptions, and marketing materials into the local language to improve visibility and customer engagement.
• Currency and Payment Options: Offer prices in local currencies and provide popular local payment methods to enhance the shopping experience.

4. Fulfillment and Logistics

• Fulfillment by Amazon (FBA): Utilize Amazon's FBA services to handle warehousing, packaging, and shipping, ensuring fast and reliable delivery in international markets.
• Local Warehousing: Consider setting up local warehouses to reduce shipping times and costs, improving customer satisfaction.
• Cross-Border Shipping: Develop efficient cross-border shipping strategies, including partnerships with reliable logistics providers.

5. Pricing Strategy

• Competitive Pricing: Research local pricing to set competitive prices that attract customers while ensuring profitability.
• Currency Fluctuations: Monitor currency exchange rates and adjust prices accordingly to maintain margins.

6. Marketing and Advertising

• Amazon Advertising: Leverage Amazon's advertising tools, such as Sponsored Products, Sponsored Brands, and Amazon DSP, to increase visibility and drive sales in international markets.
• Social Media and Influencers: Utilize local social media platforms and influencers to promote your products and reach a broader audience.
• Promotions and Deals: Offer localized promotions, discounts, and deals to attract new customers and boost sales.

7. Customer Support and Service

• Multilingual Support: Provide customer support in the local language to address inquiries, issues, and returns effectively.
• Local Return Policies: Implement return policies that align with local customer expectations and legal requirements.

8. Monitor Performance and Adapt

• Analytics and Reporting: Use Amazon's analytics tools to monitor sales performance, customer feedback, and market trends in each international market.
• Continuous Improvement: Adapt your strategies based on data insights and feedback to optimize your international expansion efforts.

Challenges and Considerations

1. Legal and Regulatory Compliance

Navigating different legal and regulatory environments can be complex. Stay informed and seek professional advice to ensure compliance.

2. Cultural Differences

Understanding cultural nuances is essential for successful market entry. Tailor your products and marketing strategies to resonate with local customers.

3. Logistics and Supply Chain

Managing international logistics can be challenging. Invest in reliable fulfillment solutions and partners to ensure smooth operations.

4. Competition

Research and understand the competitive landscape in each market. Differentiate your products and brand to stand out from local competitors.

Conclusion

Expanding your business on Amazon internationally in 2024 requires thorough market research, localization, compliance with local regulations, and strategic marketing. By leveraging Amazon's global infrastructure and tools, and by addressing the unique challenges of each market, sellers can successfully tap into new opportunities and drive significant growth.

The Future of E-Commerce: Navigating Amazon's Marketplace in 2024

 Amazon continues to dominate the e-commerce landscape, and navigating its marketplace effectively is crucial for success in 2024. As the platform evolves, understanding the latest trends and leveraging the available tools can help sellers thrive.

Key Trends in Amazon's Marketplace

1. Enhanced AI and Machine Learning

• Personalized Recommendations: AI-driven algorithms provide personalized product recommendations, increasing visibility for sellers.
• Predictive Analytics: Machine learning predicts market trends and consumer behavior, helping sellers optimize inventory and marketing strategies.

2. Sustainability and Eco-Friendly Products

• Green Consumerism: There is a growing demand for sustainable and eco-friendly products. Sellers can capitalize on this trend by highlighting the environmental benefits of their products.
• Amazon's Climate Pledge: Amazon's commitment to sustainability encourages sellers to adopt eco-friendly practices and products.

3. Voice Commerce

• Voice Search Optimization: With the rise of voice assistants like Alexa, optimizing product listings for voice search is becoming essential.
• Voice-Activated Shopping: Consumers increasingly use voice commands to make purchases, necessitating voice-friendly product descriptions and keywords.

4. Augmented Reality (AR) Shopping

• Virtual Try-Ons: AR technology allows customers to virtually try on products, enhancing the shopping experience for items like clothing and accessories.
• Interactive Product Demos: AR provides interactive demonstrations, helping customers understand product features and benefits.

5. Direct-to-Consumer (DTC) Expansion

• Brand Building: DTC brands are leveraging Amazon to reach a wider audience while maintaining control over branding and customer experience.
• Customer Loyalty: DTC sellers focus on building loyalty through superior customer service and unique product offerings.

Strategies for Success on Amazon in 2024

1. Optimize Listings

• High-Quality Images: Use professional, high-resolution images that showcase the product from multiple angles.
• Detailed Descriptions: Provide clear, concise, and informative product descriptions, highlighting key features and benefits.
• Keyword Optimization: Incorporate relevant keywords to improve search visibility.

2. Leverage Amazon Advertising

• Sponsored Products: Use Sponsored Products ads to increase visibility and drive sales.
• Sponsored Brands: Promote your brand and product portfolio with Sponsored Brands ads, featuring custom headlines and brand logos.
• Amazon DSP: Utilize Amazon's Demand-Side Platform (DSP) for programmatic ad buying and targeted advertising campaigns.

3. Focus on Customer Experience

• Responsive Customer Service: Provide prompt and helpful responses to customer inquiries and issues.
• Positive Reviews: Encourage satisfied customers to leave positive reviews, enhancing your product's reputation and ranking.
• Fast Shipping: Use Fulfillment by Amazon (FBA) to ensure fast and reliable shipping, meeting customer expectations.

4. Analyze and Adapt

• Performance Metrics: Regularly review performance metrics such as conversion rates, click-through rates, and return on ad spend.
• Competitor Analysis: Monitor competitors to understand their strategies and identify opportunities for differentiation.
• Continuous Improvement: Adapt your strategies based on data insights and market trends to stay competitive.

5. Build a Strong Brand Presence

• Brand Registry: Enroll in Amazon Brand Registry to protect your brand and access enhanced marketing tools.
• A+ Content: Use A+ Content to create rich, visually appealing product descriptions that enhance the customer experience.
• Storefronts: Develop a custom Amazon Storefront to showcase your brand and product range.

Conclusion

Navigating Amazon's marketplace in 2024 requires staying ahead of trends, optimizing product listings, leveraging advertising opportunities, and focusing on customer experience. By adopting these strategies, sellers can effectively reach and engage their target audience, driving sales and building a successful presence on Amazon.

The Power of Email Marketing: Building a Strong Sales Funnel for Your Course

 Email marketing remains one of the most effective tools for building a strong sales funnel, especially when it comes to promoting online courses. By strategically crafting and delivering content to potential students, you can guide them through each stage of the funnel, from awareness to enrollment and beyond.

Understanding the Sales Funnel

1. Awareness

• Goal: Capture the interest of potential students.
• Strategy: Use lead magnets like free eBooks, webinars, or mini-courses to attract subscribers.
• Tactics:
  • Create engaging landing pages.
  • Promote on social media and through SEO.
  • Offer valuable content that addresses common pain points.

2. Interest

• Goal: Nurture leads and build a relationship.
• Strategy: Send a welcome email series introducing your course and its benefits.
• Tactics:
  • Share case studies and testimonials.
  • Provide behind-the-scenes insights.
  • Offer a sneak peek of course content.

3. Consideration

• Goal: Move potential students towards making a decision.
• Strategy: Highlight unique selling points and address objections.
• Tactics:
  • Send comparison charts and detailed course syllabi.
  • Offer limited-time discounts or bonuses.
  • Share success stories and outcomes.

4. Decision

• Goal: Convert leads into paying students.
• Strategy: Create urgency and provide clear calls to action.
• Tactics:
  • Offer a special discount or incentive for immediate enrollment.
  • Provide a clear, easy enrollment process.
  • Follow up with personalized emails.

5. Retention

• Goal: Ensure student satisfaction and encourage repeat enrollments.
• Strategy: Engage students with ongoing support and valuable content.
• Tactics:
  • Send regular updates and additional resources.
  • Encourage feedback and testimonials.
  • Offer discounts on future courses.

Best Practices for Email Marketing

1. Segmentation

• Personalize Content: Tailor your emails to different segments based on their interests and behaviors.
• Increase Engagement: More relevant content increases open rates and click-through rates.

2. Automation

• Efficiency: Use email marketing software to automate your campaigns, saving time and ensuring timely delivery.
• Consistency: Automated emails maintain consistent communication with your audience.

3. Quality Content

• Value-Driven: Ensure your emails provide value, whether through educational content, insights, or exclusive offers.
• Engaging: Use compelling subject lines, clear calls to action, and engaging visuals.

4. Analytics

• Monitor Performance: Track open rates, click-through rates, and conversion rates to understand what’s working.
• Optimize: Use data to refine your strategies and improve your campaigns.

Conclusion

Email marketing is a powerful tool for building a robust sales funnel for your online course. By understanding the stages of the sales funnel and implementing strategic email campaigns, you can attract, nurture, and convert leads, ultimately driving enrollment and fostering long-term relationships with your students.

The Future of Online Learning: Trends and Opportunities in 2024

 The landscape of online learning continues to evolve rapidly, driven by technological advancements, changing educational needs, and shifting societal trends. As we move through 2024, several key trends and opportunities are shaping the future of online education.

Key Trends in Online Learning

1. Artificial Intelligence and Personalization:

   • Adaptive Learning: AI-powered platforms are increasingly being used to create personalized learning experiences. These systems adapt to the learner’s pace and style, offering customized content and assessments.
   • Intelligent Tutoring Systems: AI tutors provide real-time feedback and support, helping learners understand complex topics and stay engaged.

2. Microlearning and Modular Courses:

   • Bite-Sized Learning: Short, focused modules allow learners to acquire specific skills quickly. This approach caters to the modern learner's preference for digestible content and flexibility.
   • Stackable Credentials: Learners can accumulate micro-credentials or badges from various courses to build a comprehensive skill set over time.

3. Immersive Technologies:

   • Virtual and Augmented Reality (VR/AR): These technologies are enhancing the learning experience by providing immersive simulations and virtual labs, especially in fields like medicine, engineering, and architecture.
   • Metaverse Learning Environments: Virtual worlds where learners can interact with instructors and peers in a 3D space are becoming more prevalent.

4. Social and Collaborative Learning:

   • Online Communities and Forums: Platforms that encourage peer-to-peer interaction and collaborative projects enhance the learning process.
   • Live Streaming and Webinars: Real-time interaction with educators and industry experts through live sessions is gaining popularity.

5. Gamification:

   • Engagement Through Games: Integrating game elements into courses, such as leaderboards, badges, and quizzes, helps motivate learners and improve retention.

Opportunities in Online Learning

1. Lifelong Learning and Upskilling:

   • Continuous Professional Development: Online platforms offer courses that professionals can take to stay updated with industry trends and skills.
   • Career Shifting: Individuals looking to change careers can take advantage of online learning to acquire new competencies without disrupting their current employment.

2. Global Access to Education:

   • Breaking Geographical Barriers: Online education provides access to quality education for students in remote or underserved areas.
   • Diverse Learning Opportunities: Students can enroll in courses from institutions worldwide, gaining diverse perspectives and knowledge.

3. Corporate Training and Development:

   • Tailored Corporate Programs: Companies are increasingly using online platforms to deliver customized training programs to their employees.
   • Cost-Effective Training: Online learning reduces the costs associated with traditional in-person training, such as travel and accommodation.

4. Data-Driven Insights:

   • Learning Analytics: Analyzing data on student performance and engagement helps educators refine course content and improve learning outcomes.
   • Predictive Analytics: These tools can identify at-risk students and provide interventions to support their success.

5. Inclusivity and Accessibility:

   • Universal Design for Learning (UDL): Online courses are being designed to accommodate diverse learning needs, including those of students with disabilities.
   • Language and Cultural Diversity: Platforms are offering courses in multiple languages and are being mindful of cultural differences to cater to a global audience.

Challenges and Considerations

While the future of online learning is promising, several challenges need to be addressed:

• Digital Divide: Ensuring all students have access to necessary technology and internet connectivity remains a significant hurdle.
• Quality Assurance: Maintaining high standards of content and delivery is crucial for the credibility of online education.
• Student Engagement: Finding innovative ways to keep students motivated and engaged in a virtual environment is ongoing work.

Conclusion

The future of online learning in 2024 is characterized by technological integration, personalized learning experiences, and increased accessibility. These advancements present numerous opportunities for learners, educators, and institutions. By embracing these trends and addressing associated challenges, the potential of online learning to transform education and lifelong learning can be fully realized.

Tank vs Martin: Analyzing Their Fighting Styles

 

Tank vs. Martin: Analyzing Their Fighting Styles

Gervonta "Tank" Davis

Overview: Gervonta Davis, known as "Tank," is a prominent figure in boxing, particularly noted for his explosive power and aggressive style. Holding multiple world championships in different weight classes, Davis is renowned for his knockout ability and his prowess in the ring.

Fighting Style:

• Power and Explosiveness: Tank is known for his formidable punching power. Most of his victories have come by knockout, showcasing his ability to end fights decisively and often early. His explosiveness allows him to land devastating blows that can change the course of a fight in an instant.

• Aggression and Pressure: Davis fights with a high level of aggression, constantly pressuring his opponents. His forward-moving style can overwhelm fighters who are not prepared to handle his relentless attacks. He uses this pressure to force opponents into making mistakes, which he then capitalizes on with his power shots.

• Speed and Combinations: In addition to his power, Tank possesses notable hand speed, allowing him to throw quick and effective combinations. His ability to string together multiple powerful punches makes him a formidable opponent, as he can hurt fighters with both single shots and combinations.

• Defense and Head Movement: While primarily known for his offense, Davis also has solid defensive skills. He uses head movement and footwork to avoid punches and create angles for his own attacks. This defensive acumen allows him to stay safe while maintaining his aggressive approach.

Frank Martin

Overview: Frank Martin is an emerging talent in the boxing world, gaining attention for his technical skills and strategic approach in the ring. Known for his disciplined and calculated style, Martin presents a different challenge compared to the raw power of Tank Davis.

Fighting Style:

• Technical Proficiency: Martin is known for his technical skills, including precise punching and excellent footwork. He focuses on maintaining proper distance and using his jab effectively to control the pace of the fight. His technical approach allows him to outbox opponents and land clean, effective punches.

• Defense and Counterpunching: Martin excels in defensive maneuvers, using head movement, blocking, and footwork to evade his opponent's attacks. His ability to counterpunch is a key aspect of his style, as he often capitalizes on his opponents' mistakes, turning their aggression into opportunities for his own offense.

• Ring IQ and Strategy: Frank Martin is known for his high ring IQ, meaning he can read his opponents and adapt his strategy mid-fight. He uses feints and deceptive movements to create openings and exploit his opponent's weaknesses. His strategic mindset allows him to stay composed and make smart decisions throughout the bout.

• Stamina and Conditioning: Martin's conditioning is another strong point, as he is capable of maintaining his performance throughout the later rounds of a fight. His stamina allows him to stay active and effective, often wearing down opponents who cannot match his pace and endurance.

Comparative Analysis

Offensive Capability:

• Tank Davis: Known for his knockout power and aggressive combinations, Davis brings an intense offensive threat into the ring. His ability to end fights with a single punch makes him a dangerous opponent for anyone.
• Frank Martin: While not as explosive as Davis, Martin's offensive capabilities lie in his technical precision and ability to outbox opponents. His strategic punches and combinations are designed to score points and wear down his opponent over time.

Defensive Skills:

• Tank Davis: Utilizes head movement and footwork to avoid punches, but his primary focus remains on offense.
• Frank Martin: Prioritizes defense with strong head movement, blocking, and counterpunching abilities. His defensive skills are integral to his overall strategy in the ring.

Strategy and Adaptability:

• Tank Davis: Relies on his power and aggression to dictate the fight's pace. His strategy is straightforward but highly effective against most opponents.
• Frank Martin: Adapts his strategy based on his opponent's style, using his ring IQ to exploit weaknesses and control the fight's tempo.

Stamina and Endurance:

• Tank Davis: Known for his ability to finish fights early, but questions remain about his endurance in long, grueling bouts.
• Frank Martin: Demonstrates strong stamina, capable of maintaining a high level of performance in the later rounds, often outlasting his opponents.

Conclusion

Gervonta "Tank" Davis and Frank Martin represent two contrasting styles in boxing. Davis's explosive power and aggression make him a knockout artist capable of ending fights decisively. In contrast, Martin's technical proficiency, strategic mindset, and strong defensive skills make him a challenging opponent who excels in outboxing and wearing down his adversaries. A matchup between the two would be a fascinating clash of power versus precision, aggression versus strategy, making it a highly anticipated and intriguing contest in the boxing world.

Case Studies: Successful YouTubers Share Their Money-Making Secrets

 

1. MrBeast: Revolutionizing Content through Philanthropy and Merchandising

Overview: MrBeast, also known as Jimmy Donaldson, has become a household name on YouTube due to his extravagant challenges and philanthropic stunts. With over 100 million subscribers, MrBeast has perfected the art of viral content.

Money-Making Secrets:

• Merchandising: MrBeast capitalizes on his massive following by selling branded merchandise through his online store. His limited-edition drops create urgency and drive significant sales.
• Sponsorships and Brand Deals: Partnering with brands like Honey, MrBeast integrates sponsors seamlessly into his content, ensuring high engagement and lucrative deals.
• Ad Revenue: With high view counts on his videos, MrBeast earns substantial revenue from YouTube ads.
• Philanthropy: His philanthropic initiatives, such as "Team Trees," attract donations and sponsorships, further boosting his revenue while enhancing his brand image.

2. Emma Chamberlain: Authenticity and Relatable Content

Overview: Emma Chamberlain has built her brand around authenticity and relatability. With her candid vlogs and unfiltered personality, she has amassed millions of loyal followers.

Money-Making Secrets:

• Brand Collaborations: Emma collaborates with high-profile brands like Louis Vuitton and creates limited-edition product lines, such as her coffee brand, Chamberlain Coffee.
• Ad Revenue: Her consistent content output and high engagement rates ensure a steady stream of income from YouTube ads.
• Podcasting: Emma expands her reach through her podcast, "Anything Goes," which opens up additional sponsorship opportunities.
• Merchandising: Selling branded merchandise and products directly to her audience provides a significant revenue stream.

3. PewDiePie: Diversification and Community Engagement

Overview: Felix Kjellberg, known as PewDiePie, is one of the most well-known YouTubers globally, with a diverse range of content from gaming to vlogs.

Money-Making Secrets:

• Membership Programs: PewDiePie offers channel memberships on YouTube, giving fans exclusive content and perks for a monthly fee.
• Merchandise: His branded merchandise, sold through platforms like Represent, contributes significantly to his income.
• Ad Revenue: With millions of views per video, PewDiePie earns a substantial amount from YouTube ads.
• Sponsorships and Brand Deals: Collaborating with gaming and tech brands, PewDiePie leverages his massive influence for high-paying sponsorships.

4. Lilly Singh: Expanding Beyond YouTube

Overview: Lilly Singh, known as Superwoman, transitioned from YouTube to mainstream media, becoming a late-night talk show host and author.

Money-Making Secrets:

• Television and Film: Lilly’s foray into television with "A Little Late with Lilly Singh" and roles in movies has diversified her income sources.
• Books and Tours: Authoring books like "How to Be a Bawse" and conducting global tours have opened additional revenue streams.
• Brand Partnerships: Collaborating with major brands for endorsements and promotional content boosts her earnings.
• Merchandising: Selling branded merchandise helps maintain a steady income from her dedicated fan base.

5. Markiplier: Leveraging Niche Content and Diversification

Overview: Mark Fischbach, known as Markiplier, is a prominent gaming YouTuber known for his Let's Play videos and engaging content.

Money-Making Secrets:

• Gaming Content: Specializing in gaming content, Markiplier attracts a dedicated audience, ensuring high ad revenue.
• Live Streaming and Donations: Live streaming on platforms like Twitch allows him to receive donations and earn through subscription fees.
• Merchandise: His branded merchandise, including clothing and accessories, provides a significant revenue stream.
• Collaborations and Sponsorships: Partnering with gaming companies and other YouTubers expands his reach and income potential.
• Original Series and Productions: Creating original series and collaborating on larger projects, such as "A Heist with Markiplier," diversifies his content and revenue.

Conclusion

These case studies highlight the diverse strategies successful YouTubers employ to monetize their content and build sustainable careers. By leveraging merchandise, brand deals, exclusive content, and expanding into other media, YouTubers can create multiple income streams and enhance their overall brand value. As the digital landscape continues to evolve, those who innovate and adapt will continue to thrive.