Config 2024: Pitching accessible design like a pro | Figma
Summary
TLDRIn this insightful talk, Frank, the co-founder and CEO of Divinate, emphasizes the importance of accessibility in product design. He shares strategies for pitching accessibility to stakeholders, highlighting the legal, business, and ethical reasons for its necessity. Frank's personal experience with colorblindness fuels his passion for the topic, as he navigates the challenges of convincing teams about accessibility's value. The talk provides actionable advice on understanding goals, knowing facts, speaking the right language, and ultimately, doing the work to make products accessible to all.
Takeaways
- π€ Speaker Introduction: The speaker, St. Frank, is the co-founder and CEO of Divinate, a tool designed to help make sense of user research, customer feedback, and product analytics quickly for better product decisions.
- π Personal Connection: St. Frank is deeply invested in accessibility due to his personal experience with severe deuteranopia, a form of color blindness, which has driven his interest in the topic.
- π’ Accessibility Definition: Accessibility is about ensuring that all customers can perceive, understand, navigate, and interact with the products we build.
- π Legal and Ethical Importance: Accessibility is not only legally required but also a moral imperative and good for business, as it improves the overall quality of products.
- π€ Empathy as the Core: The secret to pitching accessibility effectively is empathy, understanding the goals and language of stakeholders, and demonstrating the value of accessibility to them.
- π― Goal Alignment: Understanding the goals of stakeholders is crucial for pitching accessibility, as it allows you to align the benefits of accessibility with their objectives and motivations.
- π Business Benefits: Accessibility can lead to increased conversion rates, expanded market reach, and improved customer loyalty, which are all beneficial to business growth.
- πΌ Stakeholder Engagement: It's essential to engage with stakeholders like CEOs, CTOs, engineers, and designers by speaking their language and demonstrating how accessibility can enhance their work.
- π’ Facts and Figures: Presenting facts about the large market potential of accessibility, such as the 1.3 billion people with disabilities globally, can help make a compelling case for investment.
- π οΈ Start Small, Think Big: Focusing on the six most common accessibility issues can significantly improve a product's accessibility, addressing 96.4% of issues found in a major study.
- π Action Over Perfection: Encouraging taking action on accessibility, starting with small improvements and gradually working towards a more accessible product, rather than waiting for the perfect solution.
Q & A
What is the main topic of the talk given by St. Frank?
-The main topic of the talk is pitching accessibility to stakeholders and teams, and how to convince them of its importance in product development.
What is Divinate, and what does it do?
-Divinate is a tool that helps make sense of user research, customer feedback, and product analytics quickly, enabling better product decisions. It is currently under development by St. Frank's team.
Why is St. Frank particularly interested in accessibility?
-St. Frank is particularly interested in accessibility because he is severely colorblind, which has been a significant factor in his life and career.
What are the four key things to understand when pitching accessibility to different stakeholders?
-The four key things to understand are the goals of the stakeholders, the facts about accessibility, speaking the target audience's language, and showing up to do the work.
What is the secret to the entire talk according to St. Frank, and why is it important in pitching?
-The secret to the entire talk is empathy. It is important in pitching because it helps in understanding the product and the customer or stakeholders very well, which is essential for a successful pitch.
Why is it important to understand the goals of the stakeholders when pitching accessibility?
-Understanding the goals of stakeholders is important because it allows you to align accessibility with their objectives, making it more compelling and relevant to their interests.
What is the significance of the statistic that 1.3 billion people in the world have a disability?
-The statistic signifies that by making products accessible, businesses can expand their market to the size of China, which is a huge potential for growth and revenue.
What is the legal requirement for accessibility in the European Union according to the Europe Accessibility Act?
-According to the Europe Accessibility Act, by 2025, products must be accessible if businesses want to operate in Europe, affecting both the private and public sectors.
What is the cost implication of making a product accessible later in the development process?
-Making a product accessible later in the development process is 100 times more expensive than addressing it upfront, highlighting the importance of early consideration for accessibility.
What are the six most common accessibility issues found in the WebAIM Million Study?
-The six most common issues are contrast problems, missing alt text, missing input labels, empty links, empty buttons, and missing document language.
How does St. Frank suggest approaching engineers when discussing accessibility changes?
-St. Frank suggests approaching engineers as equal partners, acknowledging the workload, and offering support throughout the process to minimize the disruption and make the collaboration more effective.
What is the final 'hot take' or key takeaway from St. Frank's talk on accessibility?
-The final takeaway is that accessibility is not separate from user experience; it is a fundamental part of good design, underpinned by empathy for all users, including those with disabilities.
Outlines
ποΈ Introduction to Accessibility and Pitching
St. Frank, the co-founder and CEO of Divinate, introduces himself and sets the stage for a discussion on pitching accessibility. He highlights his personal interest in accessibility, stemming from his experience as a colorblind individual. Frank emphasizes the importance of understanding the goals of stakeholders, knowing the facts about accessibility, speaking their language, and doing the work. He also teases the central theme of his talk: empathy, which he argues is crucial for effective pitching and for making products truly accessible.
πΌ Understanding Stakeholder Goals and Sales Mindset
Frank delves into the first step of pitching accessibility: understanding the goals of stakeholders, such as CEOs, CTOs, and engineering managers. He stresses the importance of aligning accessibility with these goals, such as increasing conversion rates or improving business metrics. Frank also challenges the negative perception of sales, reframing it as an empathetic process of understanding the product and the customer. He encourages designers to adopt a sales mindset to effectively communicate the value of accessibility.
π Identifying Stakeholder Concerns and Positioning Accessibility
In this segment, Frank addresses the concerns of various stakeholders, including engineers, clients, and other designers. He suggests that understanding their motivations and fears is key to convincing them of the importance of accessibility. For instance, engineers might be worried about rework, while clients might be concerned about lawsuits or brand image. Frank advises positioning accessibility as a solution that can enhance business outcomes, such as increasing market share or improving customer loyalty.
π Presenting Accessibility as an Investment and Opportunity
Frank discusses the financial implications of accessibility, arguing that it is an investment that can yield significant returns. He presents statistics to show the potential market expansion and cost savings associated with accessible design. He also highlights legal requirements in the EU and the US, emphasizing the business risks of ignoring accessibility. Frank encourages focusing on the most common accessibility issues to make tangible progress and stresses the importance of speaking the stakeholders' language to effectively communicate the value of accessibility.
π Empathy and the Ethics of Accessibility
Frank emphasizes the ethical dimension of accessibility, arguing that it is not just a legal requirement but a moral imperative. He criticizes the tendency to villainize stakeholders who are resistant to accessibility, urging instead a more empathetic approach. Frank advocates for assuming good intentions and focusing on the benefits of accessibility, such as brand risk reduction and customer loyalty. He also underscores the importance of taking action and doing the work, rather than just talking about the importance of accessibility.
π Conclusion: Accessibility as Part of Good Design
In his closing remarks, Frank reiterates that accessibility is not just a separate concern but an integral part of good design and user experience. He summarizes his key points: understanding stakeholder goals, speaking their language, knowing the facts, and doing the work. Frank encourages designers to take initiative and make accessibility a priority in their work, reminding them that empathy is the driving force behind effective change.
Mindmap
Keywords
π‘Accessibility
π‘Stakeholders
π‘Empathy
π‘Sales
π‘Design Systems
π‘Colorblindness
π‘Legal Requirements
π‘Business Benefits
π‘User Research
π‘Product Analytics
π‘Prototyping
Highlights
Speaker T Frank emphasizes the importance of pitching accessibility as a critical aspect of product development.
T Frank, co-founder and CEO of Divinate, discusses the significance of accessibility in enhancing product decisions through user research and analytics.
Personal motivation for accessibility advocacy stems from T Frank's experience as a severely colorblind individual.
The talk introduces four essential elements for pitching accessibility: understanding goals, knowing facts, speaking the target audience's language, and doing the work.
The core message of the talk is the importance of empathy in design, particularly in the context of accessibility.
A call to action for designers to practice empathy not just with users but also with colleagues and stakeholders.
The necessity of reframing sales in design as an empathetic process of understanding and meeting the needs of both the product and the customer.
Identifying and aligning with the goals of stakeholders such as CEOs, CTOs, and engineering managers to successfully pitch accessibility.
The impact of accessibility on business metrics like conversion rates and customer loyalty.
Legal requirements and the financial benefits of accessibility, including avoiding lawsuits and expanding the market.
The potential market expansion due to accessibility, with 1.3 billion people having a disability globally.
The cost-effectiveness of incorporating accessibility from the start versus retrofitting it later, with a 100-fold increase in cost.
Common accessibility issues identified in web design and their prevalence, highlighting areas for immediate improvement.
A focus on the top six web accessibility issues that account for 96.4% of problems, providing a tangible starting point for improvement.
The importance of speaking the stakeholders' language and avoiding condescension when advocating for accessibility.
The role of designers in taking initiative and doing the work to integrate accessibility into the design process without waiting for permission.
Accessibility as an integral part of user experience and good design, not a separate entity.
The conclusion that empathy is the foundation for pitching and implementing accessibility in product development.
Transcripts
[Music]
config 2024 how we
doing uh they just told me backstage
that I'm not supposed to Stage dive or
do crowd work so you all are good you
can chill uh how's it going my name St
Frank I'm going to talk about pitching
accessibility like a pro basically how
to convince your stakeholders your team
that it's worth working on in the first
place my name is t Frank co-founder CEO
and designer of divinate divinate is a
tool that helps you make sense of user
research customer feedback and product
analytics which is what we're building
right now uh helps you make sense of all
that stuff really fast so that you can
make better product decisions it's the
kind of tool that I as a designer have
always wanted so we're building it uh
shout out Tyler
uh before this I worked at Stark Stark
is a set of tools for designers and
developers to make their products
accessible and fun fact about myself I
am severely duter ropia colorblind if
you don't know that's red green color
blind um it's a big reason thank you
I've been it my whole life uh it's a big
reason why I became interested in
accessibility in the first
place so before we get to into the weeds
what is accessibility
why does it matter why am I pitching it
to my team it's super possible that a
friend dragged you here maybe a coworker
said sign up for this slot maybe you
wanted to see the talk before mine and
you're stuck here welcome everyone's
welcome uh so accessibility what is it
accessibility is about ensuring that uh
our customers can perceive understand
navigate and interact with the things
that we build that sounds like a good
thing right why does it matter well for
one it's legally required
um it's also good for business it makes
our products better uh and ultimately
it's the right thing to do but we're
going to talk about that we'll get there
so the
pitch if you tuned out right now don't
don't do that but if you tuned out right
now these four things are the four
things you have to know whether you're
pitching to a CEO your engineering team
Design Systems team whoever it is these
four things you have to understand their
goals very very well you have to know
the facts about accessibility speak your
target audience's language and show up
and do the work so you can tune out if
you want but don't tune out I think I
think that there's value in here so bear
with
me spoiler alert the secret to this
whole entire talk is empathy and I know
you're thinking every single design talk
literally ever talks about empathy
you're correct we talk about it all the
time but there with with me I just got a
microphone but bear with me uh yeah so
uh empathy we talk about all the time
bear with me because I think that it's
different than you might
think designers aren't as empathetic as
we say we
are I know I literally just said that
the secret is empathy and we talk about
empathy all the time and it's true but
if we were as empathetic as we say we
are our products would be accessible
usability across the entire industry
would be better and honestly we'd be
doing a lot more user research design
Twitter would be a beautiful peaceful
awesome place and it's not is
it we talk a big game I mean look at
these user centered human centered
empathy mapping empathy is in the name
we talk about it so much but what about
empathy for the people that we work with
for our Engineers for our product
managers love you guys for our
stakeholders other designers with
different skill sets than us people who
are newer in their career people who
work at smaller companies than ours
bigger companies than
ours we lack empathy for one another to
an extreme degree and that's required
for a good pitch like I said the secret
is empathy it's empathy for the people
that we work with without that we won't
have a strong pitch
because pitching is
sales so many of us designers think
about sales in a negative way we picture
used car
dealers we we think about the the slack
Channel with the hooting and the
hollering and we get scared and we close
the tab and we go back to The Design
Channel where everyone's
cool we need to be able to sell as
designers to be able to sell to clients
to be able to sell internally to create
products that can be sold and to
understand how the products are sold
that we create because sales is about
understanding the product in this case
accessibility and the customer or
stakeholders very very well now if you
don't understand the product and you
don't understand the customer you'll
find that you struggle to convince
people of much of anything if you
believe in the product accessibility and
you understand it hey and you're
speaking to the things that people care
about you'll find that it's much easier
to convince people of things we have to
reframe the concept of sales no more
used car dealerships stop thinking about
the earpieces ping forth in the the loud
office no more Wolf of Wall
Street sales is empathy hot take the
first step in this process
was understand their goals why is that
because when we speak to the things that
people care
about they listen and that is a practice
in
empathy so let's get into it step one
understand their goals you have to
figure out who you're going to talk to
identify the stakeholder whether it's
like a CEO CTO engineering managers
Design Systems team other designers
again whoever it is identify that person
and how their job is measured
what does success look like for them
often the answer to this question is
like business numbers going up and to
the
right how do you get them promoted how
do you make them look so good at their
job that when they make movements
towards accessibility they get promoted
they move up through the corporate
ladder we have to remember that when
we're selling something we're not just
selling the literal thing we're selling
who you're becoming now I know this is
like a basic reductive example Apple
does this when we buy airpods we're not
buying airpods cuz they have the best
sound quality we're buying
airpods we're buying airpods because we
want to look like the type of people who
wear airpods right now again reductive
it's basic but we have to think when
we're pitching accessibility who are
they becoming when they make movements
towards accessibility who are our
stakeholders becoming we have to
position accessibility to serve those
things how is their job measured how do
you get them promoted who are they
becoming let's take an example like
conversion rate people like when people
buy their stuff that's good let's say
that your team measures conversion
pretty actively and you have a button in
your flow that doesn't have good
contrast ratios basic example right when
we talk about changing that button don't
say this isn't accessible we're doing
bad things say I think it would be
better if people could read this button
what if we increase the contrast here
are some examples and when you ship that
my bet is you do see a lifting
conversion and you can tell people look
I helped the business I made my
stakeholder look good and a trojan horse
made accessibility
better so if you don't
know what people care about you don't
know how they're measured you have no
idea we can ask them if you're afraid of
asking your stakeholders how they're
measured what they care about we can
guess what do your product managers care
about well you've probably heard the
phrase what gets measured gets managed
another way people say this is like the
purpose of a system is what the system
does that's my co-founder's favorite um
whatever your organization is
outputting that is what is being
rewarded and measured internally right
so if your team likes to Output as many
features as possible as quickly as
possible your product managers are
probably measured on out output when
they ship something they get promotions
so we have to position accessibility to
speed us up right if we make something
accessible now we don't have to come
back later and retrace our steps and
redo all this work that makes us save
time accessibility also makes our
products better for everyone really
simple quick example when you're
designing a screen reader experience
you're often thinking about the keyboard
navigation keyboard navigation helps
power
users so it helps everyone right people
use products that are better more often
and this can serve things like
activation retention churn time spent on
the platform people use products that
are good more often right what about
your SE Suite what does your seite care
about it is really really easy for us to
forget that people with our CET acronym
CEO CTO they are human beings they're
people so they have wants needs desires
hopes dreams they probably care about
profits Market
expansion they want their business to do
well they probably have good
intentions again hopes dreams desires if
your company's small enough you can
literally just ask
them hopefully you know their goals but
you can ask if your company's really
really big and you have stated goals for
the year you have okrs level
accessibility up to those things talk
about how accessibility serves your
okrs what about your engineer
what do your engineers care about what
are their concerns uh in my experience
Engineers really don't like when you
change things and make them redo work
over and over they don't they don't like
that especially when it's like halfway
through being built they hate that
accessibility can mean having to do a
lot of rewrites a lot of rework that can
be painful so what do we do for one we
establish the process
early but also we approach them
gracefully as equal Partners we say hey
I know this is a lot of work but I'm
going to be with you every step of the
way working through this we're going to
chip away okay ask your engineers how
they're measured hopefully the answer
isn't like lines of code hopefully the
answer is like quality of thought good
code output business metrics things like
that what about your clients agencies
Freelancers this one's for you um
honestly the answer is kind of the same
as the seite uh they want their business
to do well they don't want to be sued
food they probably don't want to make a
product that harms people I hope don't
work for those clients um if you're
doing freelance if you're working with
clients never sell accessibility as an
upsell it's not it's part of the process
so if they ask you why are we working on
accessibility you say I don't want you
to be sued uh I don't put my name on
things that aren't accessible and it's
part of the
process what about other designers what
do us designers care about the common
objections that I hear to accessibility
are the time it takes it's a lot of work
it's kind of hard accessibility can be
ugly what about our established brand or
established design system honestly a
lack of understanding and feeling like
it's really
technical if you reverse it these reveal
a ton about what designers care
about we like to have time to work on
the things we're working on so we can
ensure that they're good having a
manageable workload means our product
can be better
right we don't want to step on the toes
of the brand we know that brand is
important and when a complicated design
system is in play our jobs are more
complicated and the product feels more
complicated right and yeah accessibility
can feel really Technical and that can
make us as designers feel kind of
insecure I felt that
often you know what's worse for your
brand than a new color
being sued it's way worse um it's like
really bad for it also there are many
beautiful accessible products there's a
ton of
them apple has a bunch so we have to
understand the people we're talking to
and their goals right the things that
they care about their motivations their
fears understand those things really
well talk to them
ask so if you're taking
notes take your pen and pencil out
there's some stuff to write down there's
cool numbers in here you got to know the
facts
okay before we get to numbers remember
that accessibility is an
investment it is and this looks like a
smart crowd so you probably intuitively
know this but organizations want a
return on their investment this
transcends the Spectrum from private to
public sectors tiny little startups to
Giant Enterprises every organization
wants a return on their investment when
you put time money and resources into
something you want to see that come back
in some measurable
way so we have to show that
accessibility can return on that
investment the good news is we can do
that through things like expanding your
Market companies love this kind of thing
if you can sell your product to more
people you can make more money it's a
good thing but like how how much can you
expand your market right 1.3 billion
people in the world have a disability
that is 16% of all of humans for context
China's population is 1.4 billion that
means when we make our products
accessible we open up our product to a
market the size of
China now Counterpoint if we're actively
ignoring accessibility today that means
we're ignoring a market the size of
China but here's something to keep in
mind there is no demographic for
disability that means you can't exclude
disability in your segmentation there's
no such thing as saying but our users
aren't disabled you can't know that it's
never going to be a thing it's never
going to be true don't be a liar every
demographic has disabled people every
single one you can't segment away
disability okay so the
numbers you want to do business with
Europe you have to be
accessible in 2022 the EU passed the
Europe accessibility act that says by
2025 that's coming up by 2025 your
product has to be accessible if you want
to do business in Europe whether it's
the private or the public sector
so make your product accessible if you
want to do business in Europe what about
the public sector in the US section 508
in uh 1998 Congress amended the
Rehabilitation Act of 1973 with Section
508 ignore all that section 508 is what
you need to know this says that if you
take Fe Federal funding at all your
organization needs to be accessible
inside and out the implication of that
is if you buy from a software vendor
that software needs to be accessible or
else you run the risk of losing Federal
funding that means schools nonprofits
government organizations need to be
accessible This Is Us selling Revenue
potential to our companies a market the
size of China Europe and the public
sector in the US us billions of dollars
of value
billions we can also save money
obviously like I've said we're trying to
avoid
lawsuits but starting with accessibility
up front could save us a bunch of money
but how much money this seems fake
because it's an even 100 this is a real
stat this is real making something
accessible later is 100 times more
expensive if I spend $1 today I saved my
s $100
tomorrow that's wild what do you do you
make it accessible now right save
yourself some money
start but where where or where do you
begin there's so much to do right yeah
it can feel that way I have not even
lightly scratched the surface of
accessibility today there's so much but
let's take one step back and remember
that
95.9% of homepages on the internet are
not accessible and yes that is a lot and
yes this means the internet is an
inhospitable Wasteland for people with
disabilities but let's reframe that
4.1% don't you want to be in the 4.1% of
products that are accessible to be a
front runner to show that you you care
about your customers to that degree to
build that Customer Loyalty I think this
is a huge
opportunity so here's where you focus
these six things let me run out of the
way these six things um this is from the
web aim million study a study looks like
at the top 1 million web pages on the
internet and these are the six most
common issues okay
81% 81% of websites have contrast issues
hey designers that's us we can fix that
in fig
mode the other ones are uh alt text
missing alt text missing input labels
empty links empty buttons missing
document language
54.5% are missing alt text if you don't
know alt text is the description of an
image for a screen reader we control
that too we can make suggestions in our
design tool when we QA when we check our
Engineers work we can say hey I noticed
this doesn't have alt text on it what if
it said
this now if we focused on these six
issues we will have made massive
progress but again how much progress
really these issues make up 96.4% of all
accessibility issues found in the study
to me that makes it way more
tangible now it's so possible that your
product your website have some deepr
rooted hard-to fix accessibility issues
like misuse of Arya maybe you have
heading levels out of order maybe you
designed an IOS app and you didn't use
voiceover maybe you have no landmarks
aggressive animations that can't be
turned on and off those are real hard
problems but it's important to remember
that accessibility is a journey you have
to start chiseling away at the Block one
chip at a time
time all right you got to speak your
stakeholders language designers
accessibility Advocates I love you you
have good intentions but I'm speaking
directly to some of you okay with the
way you speak today you're acting like
your stakeholders are
villains you got to stop that just stop
we can't speak down to people we can't
talk to people like they're actively
trying to harm people with disabilities
it's not how convince people to change
their
behavior just not you can't shame people
into agreeing with you people stick
their head in the standing they stop
listening you have to assume good
intentions with your stakeholders we
have to assume that they're on the same
team as us they probably just don't know
anything about accessibility they may
have never been exposed to it they might
have a different value system than you
and that's okay we just can't condescend
we can't act like we're better than our
stakeholders because we know about
accessibility because we think we're in
the moral
right oh about the ethics yes the ethics
yes this is the right thing to do it is
but you have to remember that selling an
ideology is really really hard and yes
Society it is the problem here and yes
the way things have been built and
designed for years have created
institutional problems for people with
disabilities and yes people with dis
abilities are tired of being ignored but
that doesn't mean that we get to skip
the pitch does it feel icky to have to
feel like you're selling accessibility
maybe it doesn't matter because at the
end of the day Optics and signaling
don't make our products accessible
doesn't matter how good we are or how
smart we are or how much we think we're
in the moral right or how much we think
we know if we haven't made any
measurable change for people with
disabilities all we've done is inflate
our own Egos and that doesn't do
anything positive for disabled people
[Applause]
so how do you talk to your stakeholders
through things like brand risk these are
words they know okay use these things
brand risk if you get sued it's bad for
your brand it's really expensive not
good I said it like a ton of times do it
elevated craft if you're organization
measures this that's really cool when
you make your product accessible make it
better for everyone customer loyalty
when something feels like it's made for
me I love that thing and I'm going to
tell people about it and we talked about
expanding your Market that's a good
thing at the end of the day these all
boil down to having more money in the
bank either uring more or keeping the
money you have pretty
straightforward but let's say you do all
this you understood their goals you even
asked them what are your goals you you
came with facts you spoke their language
and no one cares what do you do
you do the work you just do it just
start just start doing the work you
catch a color combination that's not
accessible make a suggestion make a new
version of that component maybe multiple
iterations you show your team and you
just
go you got to start indexing all of the
issues across your product look for all
of your accessibility issues and write
them
down stop asking permission stop waiting
around you have to be the person who is
constantly but graciously raising your
hand to remind your team to think about
accessibility when we QA we need to Q QA
for accessibility we need to flag the
issues we find with our Engineers flag
our issues with our PMS when we design
we need to design things that are
accessible from the beginning we need to
document the intended assisted
technology experiences our jobs aren't
done when we do desktop tablet and
mobile if we haven't even thought about
how a screen reader or voiceover or
TalkBack listens to our designs we're
leaving out a massive portion of the
experience we're leaving it up to chance
at best and other people at worst in
Design Land we have the power to make so
much change to suggest this stuff to
think about it up front you just got to
start you have to be high agency you
have to stop waiting for a seat at the
table and to pull up the chair make the
changes do the work also find out the
problems that your product has in the
first place you need to be talking to
your customers more research will reveal
so much about your product about
usability problems mental model problems
all of that but accessibility comes up
naturally you can test for accessibility
specifically and that's important but it
comes up I've had people in research
sessions tell me I can't read this text
it's too small or the contrast is too
low that's an accessibility issue that I
can fix talk to your customers all right
I have one more molten lava hot take you
ready
brace
yourselves accessibility is literally
just user
experience it's true the deeper you get
into the space the more you'll realize
that it's just good design these four
steps understand their goal speak their
language know the facts do the work
those things are the same things you'll
do when you're pitching good design to
do research and accessibility
because at the end of the day the thing
underpinning all of it is having empathy
for the people that we work with and
speaking their language in order to
affect change thank you very much my
name is Dr Frank go try divinate d.
[Music]
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