Design Build Central
Join Bruce Case and Bill MillHolland from Case Design as they talk all things "Design Build" Another podcast from Qualified Remodeler Magazine and SolaGroup, Inc.
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No. 28: Estimating with Design Build Central
02/03/2026
No. 28: Estimating with Design Build Central
In this episode of Design Build Central, hosts Bruce Case and Bill Millholland sit down with Dave Exton, the primary estimator for the design-build side of Case. Dave walks through his background, his estimating philosophy, and the systems and processes that support accurate, scalable estimating in a growing remodeling company.
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No. 27: Guiding Your Team Through Change
01/06/2026
No. 27: Guiding Your Team Through Change
This episode is a candid conversation for leaders and teams who know that change isn’t optional—but managing it well is hard. Drawing on real-world experience, Bill and Bruce dig into why even strong, veteran teams can resist change, especially when it challenges long-held habits and assumptions. The focus isn’t on buzzwords or theory; it’s on what actually happens inside organizations when expectations shift, and the work feels uncomfortable. The conversations also tackle one of the toughest realities leaders face: change that doesn’t create immediate or obvious benefits for everyone involved. If you’re trying to lead a design-build team through uncertainty while maintaining trust, accountability, and momentum, this podcast is built for you.
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No. 26: Priorities: What Really Matters Next
12/30/2025
No. 26: Priorities: What Really Matters Next
Design Build Central returns with a forward-looking conversation every remodeling professional should hear as we head into 2026. In this episode, hosts Bruce Case and Bill Milholland of Case Design take a clear-eyed look at what’s changing—and what truly matters most—going into the year ahead. From shifting consumer expectations and evolving team dynamics to the accelerating role of technology and ongoing economic uncertainty, they break down the forces shaping the industry right now. More importantly, Bruce and Bill share the priorities they believe will separate strong, enduring companies from those simply reacting to change. This is a practical, grounded discussion focused on leadership, focus, and smart decision-making—designed to help your business and team not just navigate 2026, but thoughtfully position themselves to thrive.
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No. 25: Planning for 2026: Thriving Amid Uncertainty
12/02/2025
No. 25: Planning for 2026: Thriving Amid Uncertainty
This year feels different. The economy is uncertain, consumer and employee demands are shifting, AI and technology as a whole are front and center. We can't just repeat last year's plan - we need to adapt. Join Bill and Bruce in this episode as they share their planning thoughts and process for 2026. This includes understanding the environment, strategic planning, marketing & lead generation, operational efficiency, as well as key considerations with sales and gross product. Spending time on a plan now will allow you to work the plan going forward...and allows you to proactively think through "what if" scenarios
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No. 24: Beyond Blueprints: The New Era Of Design
11/04/2025
No. 24: Beyond Blueprints: The New Era Of Design
In our last couple of episodes, we have explored the seismic shifts shaping today’s remodeling clients and businesses: trust in institutions is at historic lows, media channels are more fragmented than ever, and the rise of AI is pushing expectations for speed, customization, and communication to unprecedented heights. This episode of Design Build Central dives into how design tools, technology, and collaboration are transforming the way remodelers and homeowners bring visions to life. From shifting consumer expectations and new design processes to the challenges and opportunities facing today's remodelers, we uncover how the industry is evolving - and where it's headed next.
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No. 23: The New Rules of Revenue: Sales Strategies That Actually Work Now
10/07/2025
No. 23: The New Rules of Revenue: Sales Strategies That Actually Work Now
In our last episode, we explored the seismic shifts shaping today’s remodeling clients: trust in institutions is at historic lows, media channels are more fragmented than ever, and the rise of AI is pushing expectations for speed, customization, and communication to unprecedented heights. Homeowners aren’t just changing what they want from a remodel — they’re changing why they want it, and how they expect the process to unfold. These forces are rewriting the rules of engagement for remodelers everywhere. In this episode, we dive into how sales strategies need to evolve to meet this new reality. It’s about replacing the hard sell with a collaborative, consultative approach. Less pitch, more partnership. Less rigid process, more personalization. We unpack why transparency builds trust faster than polish, why speed is as important as craftsmanship in the sales journey, and how to position your team as a trusted guide rather than just a service provider. I f you’re in remodeling sales, this conversation is your playbook for staying relevant, building lasting relationships, and winning business in a world where the consumer is firmly in the driver’s seat.
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No. 22: Remodeling in a Changing World
09/02/2025
No. 22: Remodeling in a Changing World
In this episode of Design Build Central, we introduce a vital new series on Remodeling in a Changing World. Today’s clients aren’t just changing what they want in their homes—they’re changing why they want it. We explore the deeper forces reshaping consumer behavior, from the erosion of institutional trust and the decentralization of media to the rise of AI, economic and political uncertainty, and a generational shift in values. These trends are changing how homeowners make decisions and what they expect from remodeling professionals. We don’t just explore the big picture—we also offer practical, actionable steps for businesses to respond. From building trust through transparency, to embracing AI as a support tool (not a replacement), this episode sets the foundation for shifts affecting the remodeling consumer and the remodeling industry. Be sure to tune in to follow-up episodes where we’ll dive deeper into how to align your sales, production, and design teams with this new consumer mindset—helping your entire company thrive in the evolving remodeling landscape.
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No.21 - AI's Role in Remodeling
08/05/2025
No.21 - AI's Role in Remodeling
In this episode of Design Build Central we dive into the rapidly evolving world of artificial intelligence and its impact on the remodeling industry. We break down what AI actually is—and isn’t—cutting through the hype to highlight what’s useful today, what’s still more fantasy than fact, and how remodeling businesses can start putting it to work right now. We also explore the risks, limitations, and common pitfalls to avoid as this technology becomes more accessible. From streamlining internal processes to enhancing the client experience, AI has real potential—but it’s not without its challenges. We’ll share how we’re using it today, what we’re watching closely, and where we see the biggest opportunities (and blind spots) ahead.
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No. 20: Today's Consumer Mindset
07/01/2025
No. 20: Today's Consumer Mindset
From changing expectations around value and trust to heightened sensitivity around timing and cost, today’s clients are weighing decisions differently. Bruce and Bill dig into the external factors influencing those choices—interest rates, consumer confidence, tariffs—and how they’re reshaping the buying journey. They also look at what makes a remodeling experience feel safe and worth it in today’s climate, and which marketing platforms are (and aren’t) breaking through. If you’re trying to reach or retain high-value clients, understanding the current mindset is essential—and this conversation gives you the tools to do just that.
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No.19: Mid-Year Check-In: Performance & Possibilities
06/05/2025
No.19: Mid-Year Check-In: Performance & Possibilities
In this episode of Design Build Central, hosts Bruce Case and Bill Milholland dive into the critical importance of conducting a mid-year business review. They emphasize the value of stepping back to evaluate financial performance—not just overall numbers, but also how results stack up against your original budget. The conversation explores the vital role of cash flow management in sustaining operations and seizing opportunities, especially as the business environment shifts mid-year. Bruce and Bill also highlight the need to assess internal operations beyond the balance sheet. They discuss the need to identify growth opportunities, anticipate potential challenges, and to take a hard look at the strength of your team, customer experience, and company culture. With practical insights and real-world examples, this episode encourages business leaders to pause, reflect, and recalibrate to ensure a strong finish to the year.
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No.18: Trends and Tariffs, with Allie Mann
05/06/2025
No.18: Trends and Tariffs, with Allie Mann
In this episode of Design Build Central, your hosts Bruce and Bill dive into two hot topics reshaping the remodeling industry: tariffs and trends. Our guest is Allie Mann, Case Design’s longtime Manager of Materials and Vendor Relations, who brings over two decades of experience and insight to the conversation. We break down what today’s shifting tariff landscape means for remodelers and clients alike—from pricing pressure on imported goods to how teams like ours are navigating supplier relationships and sourcing smarter in response. Allie also shares her top five takeaways from this year’s Kitchen and Bath Industry Show (KBIS), offering an insider’s view on the innovations, design trends, and product launches shaping kitchens and baths in 2025. From wellness-driven materials to splashes of color, this is a must-listen episode for remodelers, designers, and homeowners who want to stay ahead of the curve.
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No.17: Uncertain Times – The Importance of Mitigating Risk
04/01/2025
No.17: Uncertain Times – The Importance of Mitigating Risk
In this episode of Design Build Central, hosts Bruce Case and Bill Milholland continue their series on uncertainty in the remodeling industry, focusing this time on the critical importance of mitigating risk. As more clients defer home remodeling projects due to economic or personal hesitation, it’s never been more important for design-build firms to take a proactive approach to managing both general business risks and project-specific vulnerabilities. Bruce and Bill explore the layers of risk that remodeling businesses face today—from financial liabilities and shifting regulations to safety protocols and brand reputation. They also dive into how remodeling companies can stay agile in the face of fluctuating material costs, tariffs, and changing scopes of work. With practical insights on everything from detailed specifications to avoiding single points of failure in your processes, this episode is packed with strategies to help you lead with confidence in uncertain times.
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No. 16: How to Self Generate Leads - With Maddie Millholland
03/06/2025
No. 16: How to Self Generate Leads - With Maddie Millholland
In this episode of Design Build Central Bill, Bruce and their guest Maddie Millholland dive into the most effective strategies for remodeling businesses to generate business through collaboration with their teams and clients. We’ll explore how we use social media and email marketing to reach new clients as well as how to nurture relationships with past and existing clients. Learn how educational seminars can position your business as an expert in the field, and discover creative ways to turn your job sites into marketing opportunities. Join us as we share actionable insights that will help you and your team drive more leads and grow your business.
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No. 15: Navigating Uncertainty
02/04/2025
No. 15: Navigating Uncertainty
In this episode, Bruce and Bill dive into the topic of Navigating Uncertainty in the remodeling industry. While the long-term outlook remains strong, economic uncertainty in the short term is creating challenges for some remodelers, particularly when clients feeling uncertain choose to slow down or defer their projects. Bruce and Bill share strategies for addressing this, including breaking annual goals into smaller quarterly or monthly targets for easier tracking, focusing on what you can control, and ramping up proactive communication with clients. They also touch on several other approaches to manage client uncertainty. Stay tuned for follow-up episodes where they'll explore these strategies in more depth.
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No. 14: Overcoming Client Indecision
01/07/2025
No. 14: Overcoming Client Indecision
In this episode, Bruce and Bill tackle a trend making waves in the remodeling industry: homeowners hitting the pause button on renovation projects. They explore the reasons behind this slowdown, from economic uncertainty and busy schedules to expectations of lower interest rates in the future and other big-picture trends. The conversation doesn’t stop at the “why”—they also share actionable ideas for navigating these challenges. Learn how to build value for your clients, adapt your approach, and keep your business moving forward even when getting to “yes” is more challenging.
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No. 13: What's Your Average Job Size?
12/03/2024
No. 13: What's Your Average Job Size?
In this episode, Bruce and Bill explore the cyclical nature of the remodeling business and how shifts in consumer confidence, real estate values, and other macroeconomic trends impact the industry. Drawing on decades of experience since 1961, they highlight how fluctuations in average job size play a significant role in these cycles. The discussion dives into the ripple effects of changing job sizes, touching on how they influence sales and design processes, affect margins and estimating strategies, and even alter production workflows. Whether you’re a seasoned professional or new to the industry, this episode offers valuable insights into adapting your business to thrive in a constantly shifting market.
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No. 12: Hiring Sales Employees ft. Rick Matus
11/12/2024
No. 12: Hiring Sales Employees ft. Rick Matus
In Episode #12, Bruce and Bill are joined by Sr. Vice President, Rick Matus for a conversation on hiring new salespeople. It's a wide ranging discussion and touches on many areas to consider if you're thinking about growing your team. First: Hiring and Recruiting - Where do you find new Project Developers? - What attributes or traits do you look for? - How important is “fit” in deciding to hire a new employee? Bruce, Bill and Rick discuss onboarding and training a new hire. Finding the right candidate is critical, but much of their success will come from a comprehensive training program: - Start big picture with a broad overview of the organization, it’s history, culture, policies, and process - Expose them to systems within the business- estimating, CAD, CRM, etc. - it’s tales daily interaction for some period of time and it will be 6- 12 months before this person is working on their own - Leverage the team, have others share their expertise and start to build a relationship. Shadowing other salespeople and observing what they do is very helpful - Set expectations, give homework, establish deadlines- develop lots of small hurdles to get a read on their progress/ ability to do the job Case is a big company with tools and resources that aren't available to everyone. They discuss ideas about how a firm with fewer resources might think about hiring a new salesperson: - Be patient! This is going to take 6- 12 months. Are you prepared for this investment of time and money? - Have a timeline for specific milestones just like a remodeling project - Spend the time to document your process or have the new hire do it. You have to have a repeatable process to get predictable results. - Have a chart or document that outlines roles & responsibilities for various “client facing” roles can also be very helpful As the episode wraps up, They share lessons learned along the way: - Allow this person to fail, they will not get everything right the first time. - You learn through practice. - Some training needs to be self directed. They need to be actively engaged and search out answers to their questions. - They need confidence in sales! If a new person knows what to do, when to do it, fits with the team, has empathy for the client, and understands your process, they're going to do just fine. If you have questions, comments, or thoughts, send them to us at
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No. 11: A Design Build Speed Round
10/22/2024
No. 11: A Design Build Speed Round
In this listener Q&A episode, Bruce and Bill tackle crucial questions for remodeling businesses at various stages: Starting a new remodeling business: They highlight creating opportunities, gaining industry knowledge, starting small, and understanding financials. Growing a 5-year-old business: Hiring priorities (sales, production, or design), emphasizing process documentation and financial preparedness for team expansion. Managing homeowner involvement: While ideally minimal, Bruce and Bill share practical guidelines for handling client participation in projects. Sales management and top performers: They outline meeting strategies and propose a holistic performance scorecard beyond just sales figures. For feedback or questions, reach out to .
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No. 10: New Year Business Planning
10/01/2024
No. 10: New Year Business Planning
In this episode, we break down five critical elements that are essential for building a robust business plan for the coming year. First, we’ll discuss the importance of taking inventory—assessing your business performance, the state of the economy, competitor positioning, and even a personal reflection on your leadership. Next, we’ll dive into defining strategic initiatives for the year, understanding their budget impact, and getting your team to executive on these initiatives. From there, we move into the nuts and bolts of drafting a comprehensive budget—covering sales forecasts, lead generation targets, gross profit margins, and anticipated expenses. Then, we’ll explore how to secure buy-in from your leadership and the broader team, ensuring alignment and accountability. Finally, we’ll wrap up by talking about the importance of ongoing monitoring to ensure your plan stays on track, with regular check-ins and adjustments to respond to any shifts during the year.
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No. 9: Creating Company Culture at Case with Allison Deland
09/12/2024
No. 9: Creating Company Culture at Case with Allison Deland
In Episode 9 we discuss a listener question related to employee retention (shout out to Steve Nash at Upscale Remodeling!). We think retention is closely tied to culture so we brought in an expert- Allison DeLand. Allison is the VP of Administration at Case and has worn many hats for the organization during her 20 years with the business. The conversation is wide ranging and addresses what we do in our business to retain employees and foster a healthy company culture: - events: company picnic, lunches, happy hours, Annual Meeting - engaging the team in Case Cares, giving back to our community - celebrations: quarter century club, milestone anniversaries - employee surveys: what do they think and the importance of responding to these issues - fair compensation packages - Personal Growth Fund- $500/ year to spend on education, fitness, technology, etc. - recognizing personal events: birthdays, marriages, babies, someone close passing away, etc. - just spending time with people getting to know them - understanding that employees go through an evolution: want to be told what to do when new, want you out of their way as they mature in the role - emphasize “fit” in the hiring process and onboarding new hires to have a holistic understanding of the business We also spend some time discussing how much more difficult this can be with members of the field team. They are not in the office everyday and may not feel as connected. We try to address this by making them feel part of the team rather than out on an island by themselves. In our case, the Project Manager, regular job site visits, regular communication and inclusion are all part of these efforts. We wrap up by highlighting the “Can Do” award. Anyone can recommend someone for this award that is given to an individual the goes above and beyond in helping a client or team mate. The award is $100 and being recognized in company wide email and newsletter communications. 15-20 individuals are typically recognized each month. If you have an idea for a future topic, or questions about this episode, please contact us at
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No. 8: How Case Smooths out the 'Joints' in its Remodeling Process
08/20/2024
No. 8: How Case Smooths out the 'Joints' in its Remodeling Process
At Case, we’re big believers in the design-build approach to residential remodeling. Our definition of design-build is design, development, project management, and much of the construction of the project is done in house by Case employees. As outlined in previous episodes, we have a carefully developed process to move a client from an initial conversation through the completion of the project. It’s a relay race where the baton is passed back and forth between development, design, and production. As well developed as our process is, we still have challenges. These challenges are typically related to the joints between steps in the process. The areas where we pass the baton from one role to another or pass through a transfer. Every once in a while, we drop the baton… In this episode we discuss details of the various steps in our process and some of the gates we have implemented along the way to ensure successful transfers of responsibility and information. We start by outlining how we conduct a trade walk through and introduce a Project Manager to a client. Next up is a contract review where a PM has 48 hours to review a project before a contract is presented. Can there be some conflicts in this step? You bet, but better now than after we’re in production. We continue to move through the process- package pass, expectations letter, pre-construction walk through, electrical walk through, mid job huddle, and substantial completion. We touch on compensation issues and how this helps align members of our team. We also touch on the importance of regular communication with all parties involved. We wrap up with some thoughts on surveys and project celebrations.
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No. 7: What Happens During a First Meeting With a Client?
07/30/2024
No. 7: What Happens During a First Meeting With a Client?
In episode 7 we unpack what happens at the initial meeting with the client. This topic comes directly from listener feedback requesting deeper dives into specific steps in our process. The conversation begins with a brief description of how we track incoming opportunities, assign them to Project Developers, and use to map nearby projects. It continues to address several details of this initial engagement with the potential client that includes: - what to bring on the initial appointment - tools we use during the conversation in the home - a framework for the discussion - ideas, what is possible, options that should be considered - how long should they expect the design and construction process to take? - what is an appropriate budget for the project they are considering? - what they should choose Case for their project - the difference between educating and qualifying - how the conversation needs to center on them and be less about us We wrap up with an acknowledgement of how challenging it is to get and keep the attention of clients right now. Every effort needs to be made to take advantage of their attention while we have it.
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No. 6: The Sales and Project-Development Process with David Vogt
07/09/2024
No. 6: The Sales and Project-Development Process with David Vogt
In episode No. 6, Bruce Case and Bill Millholland are joined by David Vogt, a director of project development at Case Architects & Remodelers in Bethesda, Maryland. Vogt has been with Case for nearly 27 years and is an 11-time top sales winner. In the conversation, Vogt shares that he's hearing more concerns about disruption. Many clients are working from home and want to limit disruption to their routine. Vogt outlines his approach to those conversations and discusses his thoughts on a range of subjects: presenting agreements in the home rather than following up, A lack of urgency in many clients How Vogt “reminds” clients of the timeline and the consequences of delays, Client indecision / changing their mind / getting a final selection And how he monitors and manages his pipeline of future projects Bruce and Bill also spend time reviewing the overall remodeling environment—what we're seeing now and what we're expecting in the near future. Share your feedback and questions with the hosts of the Design Build Central podcast by sending your email to .
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No. 5: All About the Build Side of Design-Build
06/18/2024
No. 5: All About the Build Side of Design-Build
Join Bruce, Bill, and their guest Neil Martin (Case Design’s Director of Production) as they discuss the “build” side of design-build. While there is much focus on top-line lead and sales metrics, the key to building a successful design-build remodeling business, both financially and otherwise, often lies in what happens in production. They discuss Case Design’s production structure and production team, compensation, key metrics, processes, and other vital insights.
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No. 4: Sales and Key Metrics
04/23/2024
No. 4: Sales and Key Metrics
Sales are more challenging than they were a year ago. This podcast goes behind the scenes to give an in-depth review of what Case Design/Remodeling is experiencing with its’ sales team and with homeowners….and what they are focused on right now. Learn how sales are done and how they are managed at Case. Who leads the sales effort. What is the sales/design process. What tools have they developed to increase close rate and to address objections. Effective adjustments are required to compete and to win in the current environment.
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No. 3: The Estimating Process with Dave Exten
03/25/2024
No. 3: The Estimating Process with Dave Exten
Pricing design/build projects poses unique challenges. First, every project is custom – the existing conditions, the team members, the clients, the design solutions, the access. Second, we have to bring costing together from a myriad of sources including distributors, trade specialists, and direct providers often 6 months before we even start the project. Third, we should break down our estimates into cost codes and segments so that we can better compare actual to estimated costing to inform future adjustments. Learn how Case estimates over 700 projects/schemes per year and manages to stay within one or two points of the estimating cost. --- Music (CC BY 4.0): Melo Rock 4 by Sascha Ende
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No. 2: The Process of Design Build
02/26/2024
No. 2: The Process of Design Build
Clear, proven, and consistent processes bring comfort. Comfort to clients because they know what to expect and when. Comfort to team members because they are clear about their responsibilities and empowerment every step of the way. Comfort to the business because consistent processes lead to predictable results. This podcast will share Case’s design/build process that has been developed over several decades. The roles involved. Who does what at each phase. How we mitigate challenges at “joints” in the process. --- Music (CC BY 4.0): Melo Rock 4 by Sascha Ende
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No. 1: Welcome to 'Design Build Central'
02/26/2024
No. 1: Welcome to 'Design Build Central'
The business of design-build remodeling is the focus of a new podcast series produced by Qualified Remodeler and Case Architects & Remodelers of Bethesda, Maryland. Case is the legendary remodeling firm founded in 1961 by Fred Case that later pioneered the use of the design-build process in \ residential remodeling. Celebrating its 50th year, Qualified Remodeler is a business-to-business media brand that serves the professional information needs of remodeling and home improvement professionals. Co-hosts for the podcast series are Bruce Case, CEO of Case Architects & Remodelers and Bill Millholland, Executive Vice President of Case. Whether you are just getting started in remodeling or you are a grizzled veteran, this unique series offers business insights and ideas for managing and profiting in 2024. --- Music (CC BY 4.0): Melo Rock 4 by Sascha Ende
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