Thursday, October 31, 2019

Carry out a close linguistic analysis of the following texts using any Assignment

Carry out a close linguistic analysis of the following texts using any appropriate analytical approaches encountered in Part 2 o - Assignment Example And perhaps that is where the creativity of the poet comes in, the ability to draw from the entirety of the canon and yet portray it with a fresh perspective as one’s own. In turn, this is what the parody has also attempted to do. The introductory lines of Text One showcase a range of juxtapositions as a literary device. The words ‘dead’ and ‘dull’ give a contrast when read alongside the positive words such as ‘April’, ‘Spring’, and ‘lilacs’. The syntax is also prominent as we are left with various present participles which are placed at the ends of the first five lines. This gives us a feeling that there is movement which is taking place and we are part of the progression. The language is to the point while maintaining its paradoxical beginnings. The alliteration is smooth (‘Winter kept us warm’) and the action of the poem keeps us in a place which is somewhere between and within the present and the past. Another literary device used is the poet’s use of sudden sound effects. An example is the monosyllabic verse execution of line 4, and the /s/ and /l/ which dominate from line 8 onwards. The second text seems to keep none of this in mind and goes along the text as a simple conceptual guide, failing to pick up on the points of formalistic techniques. If anything, it inserts colloquial language at every given opportunity. When comparing both of these texts and attempting to dub one as more ‘literary’ then the other, I find Carter’s systematic analysis a key tool in carrying out such a linguistic analysis. Of course different levels can be used as done by Bradford but that can be done at a later stage. This may be since Carter gives a checklist to work out at the surface levels whereas Bradford’s style calls for a more layered reading of the texts. Using both methods one can achieve both a vertical as well as horizontal understanding of the level of literariness of both the texts. First off, The Wasteland can be read in itself and understood as a work of poetry but perhaps to reach the full meaning one may need an understanding of the works which are incorporated by Eliot. A way of overcoming this is by the index and notes provided by Eliot himself to the poem. The parody, by virtue of being written for the sake of comic reminiscence, requires one to know at the most basic level what it is a parody of whether one understands the parodied or not. In this way, I would place Text One as somewhat medium dependent and Text Two as highly medium dependent. Genre mixing also takes place in both of these texts. The Wasteland uses a number of other languages throughout. In this excerpt Latin and Russian is used. No translation is provided and a consultation outside the text needs to take place. Text Two on the other hand attempts to avoid this. No Latin is used and the Russian employed at the end is given a translation, showing that one need not pay attention to the sounds or the literary effects taking place in the text but simply on the new spun meaning which is accorded by it. The semantic densities of the texts need to be understood as well. There are a number of levels at work in Eliot which are carried over into the parody as well. These levels are of course linguistic levels and depend mostly on sound. Where Eliot focuses on this, the parody

Tuesday, October 29, 2019

Not decided yet.. Read the instruction.. kindly decide the topic Research Paper

Not decided yet.. Read the instruction.. kindly decide the topic - Research Paper Example The water becomes unsafe for human and animal consumption. Both human, animals and plants may die off because of water pollution. In addition, environmental degradation affects the quality of air. The air is mostly polluted by industrial emissions of carbon and sulfur compounds that may be toxic for both plants and animals. The issue of environment features in every government debate and election campaigns. It shows that the Americans take the environment issue seriously. In fact, the American electorate can shift towards favoring any candidate that is conscious about the environment. The people of the United States contribute a lot of resources towards cleaning the environment and enforcing of environmental policies. As such, the United States has seen a reduction in environmental pollution. However, the increasing economic growth is still taking a toll on the environment. The United States economy experienced massive industrialization in the 19th century. People realized the importance of natural resources that were in abundance. As a result, people cleared forests and grasslands for agricultural and industrial use. The environment was heavily degraded as the exploitation of resources continued. Clearing forests, cultivation in the prairies and hunting of exotic animals called for action to protect the environment. The resultant issues arose public consciousness into the impact of extraction and manufacturing activities on the environment. The successive governments have tried to overcome the problem by making environmental policies. The government of the day has revamped its efforts to combat the causes and the effects of environment degradation at the national level, state level and local level. Some of the elements in the United States environmental policies include; increased budgetary allocation towards the

Sunday, October 27, 2019

Development of Parkinsons Disease Research

Development of Parkinsons Disease Research The Descendants In the spring of 1988, neurologist Larry Golbe at the Robert Wood Johnson Medical School in New Jersey conducted a routine examination of a 48-year-old man David. David was diagnosed with PD ten years earlier. A few weeks after the meeting, David died. After the funeral, Davids brother Frank came to see Golbe, as he was concerned that he also might have PD. After giving Frank a full examination, Golbe confirmed that he had the disease, and started a broad family study to search for any other relatives who might have contracted PD. During his examination, Frank told him the family originated in Contursi, a small village in Italy. Several months after Franks visit, Golbe got a visit from a woman with classic symptoms of PD. After Golbe had examined her, he wondered whether there might be something wrong apart from the PD. The patient, Joyce, told him she was of Italian descent, from a small village called Contursi. Golbe immediately made the connection between David and Joyce. He called his senior colleague Roger Duvoisin, and together they embarked on a complex task of medical detection. A year later, Larry Golbe went to Contursi, Italy to meet with Dr. Salvatore La Sala and his Italian collaborator, the neurologist Giuseppe Di Iorio. They plotted the family tree on a huge chart and found that David and Joyce were seventh cousins. They were two of 574 descendants of a couple who married around 1700. The remarkable finding was that 61 of the recent descendants had developed PD, and that descendants had a 50 percent chance of inheriting the bad gene. Golbe and his team collected blood samples from members of the kindred to take them to New Jersey for DNA analysis. Such analysis might identify the specific genetic mutation and provide clues as to how it caused PD to develop. In the years ahead Duvoisins team failed to capitalize on its discovery because they lacked the specialized skills needed to find the gene. On August 28, 1995, the National Institute of Neurological Disorders and Stroke (NINDS) held a special workshop about PD. The NINDS director, Zach Hall, had asked Roger Duvoisin to present a progress report on the Contursi kindred. It had now been seven years since they had completed the family pedigree, and people were becoming impatient at the lack of progress. After the meeting, Hall asked Bob Nussbaum, a 46-year-old geneticist from the NIH, if he would be interested in mapping and sequencing the gene. Nussbaum was enthusiastic about the idea and suggested that he worked with his colleague Mihael Polymeropoulos. The geneticists used a process called linkage analysis to locate the gene. By taking blood samples from large numbers of both affected and healthy members of the Contursi kindred, geneticists can pinpoint the gene to a small region of the genome. Within nine days, Polymeropoulos and Nussbaum found the gene in a small region (band 21) of the long arm (q) of chromosome 4. The genetic zip code is 4q21. It took another nine months before they located the precise address within the zip code and sequenced the mutated gene. They checked the sequence against GenBank and found a hit. The mutated gene was called SNCA, which coded for a brain protein called alpha-synuclein. A single base change in the genes code produced a mutant form of the protein, which caused affected individuals to contract PD. Maria Grazia Spillantini, an Italian Alzheimers researcher working in England, had developed special staining techniques to visualize alpha-synclein in brain tissues. On a hunch, she used the stain to search for alpha-synuclein in brain specimens of deceased PD patients. Even though these patients lacked the Contursi mutation, she found lots of alpha-synuclein. She found it in Lewy bodies. As you recall, Lewy bodies are found inside the brain tissues of PD patients. In 1997 no one knew what Lewy bodies were made of. Spillantini had found the answer: they are made of alpha-synuclein. Heiko Braak, the legendary neuoanatomist at Goethe University in Frankfurt, was inspired by the discovery that Lewy bodies were made of alpha-synuclein. He embarked on a massive PD project. Using alpha-synuclein staining, Braak looked for Lewy pathology, and he hunted not only in the brain but in the rest of the body. He found that the location of Lewy pathology appeared to change as the disease progressed. Braak argued that this was compelling evidence that PD started perhaps decades before any tremor or rigidity appeared. He suggested that the disease was possibly triggered by an infection in the gut and/or nose and spread throughout the brain in six anatomical stages that mapped into the pattern of symptoms found in epidemiological studies like the Honolulu-Asia Aging Study. Stage 1: loss of smell and constipation Stage 2: REM sleep behavior disorder Stage 3: Classic PD tremor, rigidity, slowness of movement Stage 4: Loss of balance Stages 5 and 6: dementia (when the pathology spreads to the forebrain and the neocortex) Since the 1997 discovery of the alpha-synuclein mutation, some eighteen potential genetic forms of PD turned up. In 2003, a group of Mayo Clinic and NIH geneticists announced a discovery of another family kindred with an inherited form of PD. The team of geneticists had been hunting for the gene since the mid-1990s. First they looked for gene mutations but found nothing. Eventually they discovered that the Iowa kindred PD wasnt caused by a point mutation of the gene. They found that affected members of the kindred had extra copies of the normal alpha-synuclein gene on chromosome 4. That means more alpha-synuclein protein is being pumped into the affected individuals bodies. This discovery showed that you didnt need a mutation to get PD, too much alpha-synuclein can cause PD. The discoveries attracted the attention of the Cambridge Professor Chris Dobson. Four decades of research had convinced Dobson that proteins were implicated in a range of diseases from inherited diseases like cystic fibrosis to neurodegenerative conditions like PD and Alzheimers. He speculated that because many diseases appeared to be connected with misbehaving proteins, one day it might be possible to block several of these diseases with a single drug. Key Takeaways In 1997, Larry Golbe discovered the Contursi kindred with an inherited form of PD. Mihael Polymeropoulos and Bob Nussbaum pinpointed the mutated gene to a gene called SNCA, which coded for a brain protein called alpha-synuclein. Maria Grazia Spillantini discovered that Lewy bodies are made of alpha-synuclein, demonstrating the critical role of alpha-synuclein in PD. Heiko Braak classified the pathology of PD into six stages, depending on the pattern of Lewy bodies found in the PD patient. In 2003, a group of Mayo Clinic and NIH geneticists discovered another family kindred with an inherited form of PD. The gene is not a mutation of the alpha-synuclein gene. The affected individual has extra copies of the gene in their chromosomes. This discovery showed that you didnt need a mutation to get PD, too much alpha-synuclein can cause PD. The field is now poised to test a series of exciting agents designed to stop the spread of this rogue protein in our bodies and brains.

Friday, October 25, 2019

Edgar Allan Poe Essay -- essays research papers

Edgar Allan Poe Edgar Allan Poe began his career as a poet, and collected or corrected poems throughout his career. A quality of enjoyable sounds can be found in poems that readers also consider serious. However, these elements can also exist with themes that are more typical of the Romantic Movement, such as dreams and nightmares Poe handled this through images designed to show undecided states of awareness represented as lakes, seas, waves, and vapors. Nearly all Poe's criticism on poetry was written for the magazines for which he worked. Although the pieces were published occasionally, they reflect a remarkably logical, self-conscious view of poetry and of the creative process. Poe wrote "The Philosophy of Composition" to explain how he composed "The Raven." The essay went up against the romantic guess that the poet works in an emotion of pure inspiration. Instead, Poe wrote a carefully planned description of poetic creation. The essay analyzes the central role of the conscious choice of an emotional atmosphere that is more important than events, characters, and the lyrics. Poe also offered his famous statement â€Å"the death of a beautiful woman is the most poetical topic in the world.† In "The Poetic Principle" (1850), Poe claimed that poetry works to achieve "an elevating excitement of the soul," an emotional state that could not be long sustained. He further declared that a " ;long poem" is a contradiction in terms. Poe beli...

Thursday, October 24, 2019

Bereavement Support for Older Adults

Running Head: Bereavement Support for Older Adults Six Session Group: Bereavement Support for Older Adults Bereavement Support for Older Adults Purpose: To create a safe environment for people to express his or her feelings of grief which will hopefully enable them to reconcile his or her loss and begin to reinvest in life by learning through educational support, coping tools in the absence of a loved one Group Goals/Objectives: To foster self-awareness, healing, new friends, sense of community, support of others, education about grief and learning coping skills through psycho-educational approach.Our goal is to not stop the pain or forget about the loved one but to help members live with the loved memory in a way that doesn’t cause pain. Bereavement Support for Older Adults Outline I. Group Rationale A. Grief is the emotional reaction to a significant loss II. Target Population A. Older Adults a. Bereavement III. Summary A. Mrs. Moore IV. Group Structure & Screening V. Length of Group A. VI. Theories & Techniques A. reminiscence model framework B. Writing/ Journaling C. Art VII. Leadership Style/Skills A. Democratic a. Caring, . Empathetic B. Excellent Communication VIII. Evaluation/Conclusion Bereavement Support for Older Adults Agency: Golden Grief Counseling agency is a bereavement agency that offers services on general grief and loss support group several times throughout the year at various locations in Central Florida. The group typically meets one day a week for about six consecutive weeks. This is a free group, but registration and prescreening evaluation is required to determine the appropriateness of participants to try and obtain group cohesion.All groups will be based on Homogeneity To be eligible to participate potential members must be at least 69 years of age; 3 or 4 months or more after the loss of a loved one(however, some participants may want to join sooner and Golden Grief Counseling agency will respect a bereaved participant interes ts in joining the group based on his or her personal grief journey. Golden Grief Counseling agency certainly realizes what works for one person may not be suitable for the next. 1. Group Rationale:Grief is the emotional reaction to a significant loss, such as the death of a loved one (bereavement) or no longer being independent with activities of daily living. People may use the words â€Å"sorrow† and â€Å"heartache† to describe feelings of grief(Bonifas,2010) Whether an individual loses a beloved person, an animal, place or object, or a valued way of life, such as a job, marriage or good health, some level of grief will naturally follow (Bonifas,2010) For this support group, the focus was on bereavement.Bereavement support groups are increasingly being recognized as an effective way to promote healing through education and support after the loss of a loved one or close friend (Steinberg, 2012). Although support groups Bereavement Support for Older Adults do not full y resolve grief, particularly when they are time limited, but they can promote acceptance that life will be different and that life will be okay and hopeful (Steinberg, 2012) 2. Target Population/Intake:The target population for this proposal is adults 69 years or older due to the transition of becoming a senior adult, the experience can be a greater struggle simply by a person stage of life (Senior Citizen’s Guide, 2013). 3 Selections of Members All potential participants were prescreened by an approved facilitator as to their appropriateness for the group. It is important for each participant to understand the purpose and goals of the group in order to support a positive group experience for all parties involved. 4. Group Structure:The group is intended to be primarily psycho-educational and change oriented group. The main activities of the sessions will center on education about the grieving process, information regarding learning coping skills/tools, healing, sense of com munity, and support of others with an emphasis of self-awareness. The group will be a closed ended group with no new members added once group has started. The size of the group shall be 8- 12 participants within a circle. Duration of the group shall last six weeks. The group will meet weekly with an anticipated length of about 1. to 2 hours. Bereavement Support for Older Adults 5. Theories and Techniques Individuals will learn the process of identifying skills to regulate depression using reminiscence model framework, role-play, contemporary grief work model for a more integrative method, cognitive behavioral model as well as learning how to counter negative thinking and build skills and coping abilities (Greif, Ephross, 2011). The goals and objective of the group will be met by: * Group Processing * Video * Speaker * Reminiscence * Peer Support * Group Work Activities/Games * Fun Homework Assignments . Leadership Skills: The facilitator is a Social Worker with grief group experienc e in bereavement support groups. The facilitator has the responsibility of facilitating, listening, observing and processing. As a facilitator he or she should walk alongside rather than leading the grieving individual along the unpredictable road toward a new adaptation ( Greif, Ephross, 2011). The Facilitator is to Bereavement Support for Older Adults help the group understand the group purpose, establish the groups structure of when, where, how long group will meet.The facilitator should be empathetic, warm, compassionate and caring with a nurturing and warm atmosphere. Client Summary Mrs. Moore a 76 year widow was referred by her daughter for a pre-evaluation at the Golden Grief Counseling agency. Her daughter was concerned that her mother, Mrs. Moore was depressed /grieving since the loss of her son and then the loss of her husband two years after. Mrs. Moore’s daughter stated her mother once was active and full of life, but now her mother is not showing up for appointme nts with doctors, family and friends. Mrs.Moore was evaluated neurologically and neuropsychologically by a medical doctor and both tests were negative. However, it was reported that she had symptoms of depression which started after the death of her son and husband. Mrs. Moore wondered if her lack of energy was due to a physical ailment or if it was a normal part of grief. Mrs. Moore voluntarily decided to seek a bereavement support group session at the Golden Grief Counseling Agency. Mrs. Moore registered and was pre-screened as a potential client at the Golden Grief Counseling Agency to take part of the free bereavement group session.Mrs. Moore received a welcome letter and a courtesy call specifying days, times, location and duration of group and what to expect on her first day. It was pre-arranged that Mrs. Moore’s daughter bring her to the first session. Bereavement Support for Older Adults 7. Introduction/Breaking the Ice: The facilitator introduces himself or herself t o the group in a warm, compassionate and caring way. The facilitator defines group rules and instructs members in a warm, appropriate way about roles and skills needed for effective group participation and group cohesion.The facilitator asks every group member to introduce themselves. Objective of Group Development: 1. Reduces the initial anxiety and misconceptions about joining a group 2. Preaffiliation, members may be guarded at first 3. Provides information and instruction about group to facilitate the member’s ability to provide informed consent. 4. Achieve consensus between group leader and group members on the objectives of the group session 8. Pre-group Activities/Intervention: 1.The preparation session occurs after the group members have had a pre-group written handout that describes what the grief process is and how group works, roles of group leaders and group members, or goals for the group, specific skills to be used in the group, topics and typical activities tha t the group will be experiencing. 2. The group will view a 5 -10 minute video tape of bereavement groups/educational groups. 3. During the pre-group activities, each group member were asked the question â€Å"What they hoped they get from the group. 4. We want all group members to feel comfortable sharing, crying and talking.During the course of the group, group members have the right to leave if they feel the group is not beneficial and are encouraged to look for another group if they desire. First Week Session included information about bereavement, education about grief and the skills to cope. Next several sessions over the six week session can include * Education about Grief * Handling the Holidays * What to do with loved one’s possessions * Reinvesting in Life * Establishing memorials * Meaningful rituals 9. Evaluation/ Conclusion: Over the course of the group session, Mrs.Moore and others was able to talk about and tolerate her feelings more openly. She also began to r e-engage in social activities after the 6 week group session after using several techniques. Mrs. Moore expressed her grief by writing her deceased husband a letter and reading it out loud at his grave. Each member of the group received a questionnaire evaluation in the mail as well as a courtesy call asking the group member three questions 1. What did they get from the group? 2. What are they doing differently before coming to group? 3. What would they like to group to do differently to help others?One example of NASW code of ethics would be the importance of human relationship. Reference Greif, G. L & Ephross, P. H (2011) Group Work with Populations at Risk York, NY: Oxford University Press Grief, Loss and Bereavement in Older Adults [Slide set]. 2013 Arizona State University School of Social Work Complied by Bonifas, R. P (2013)Grief Support for Older Adults Senior Citizen’s Guide. Retrieved from http://www. seniorcitizensguide. com/articles/pittsburgh/grief-support-html S teinberg, M. W (2013) Social Worker Help Start Here â€Å"Grief and Loss- Your Options: Bereavement Support Groups

Wednesday, October 23, 2019

Guy Kawasaki Business Plan Example

Your Logo Name of your company Your Name Title Company Name Mailing address Email address Direct dial number Executive Summary The executive summary is the most important part of the business plan because if it doesn’t â€Å"wow† readers, they will stop—or at least â€Å"tune out†Ã¢â‚¬â€at this point. My suggested format is: * Paragraph 1: Explain what your company does in very simple but seductive terms. * Paragraph 2: Explain the â€Å"magic sauce† that your company has that provides a believable competitive advantage. * Paragraph 3: Explain your current status, milestones reached, and milestones soon to be achieved.Your plan is going to live or die, be read or be tossed, based on this section. It is 80% of what matters in a business plan. Note: You can read my blog post for more information. Problem/Opportunity The purpose of this section is to create an awareness that the problem you solve or opportunity you address is financially attractive. M ost entrepreneurs rely on consulting studies, but this is ineffective because everyone makes similar statements: â€Å"According to Jupiter, the market for avocado farming software will grow to $20 billion by 2015. †As a rule of thumb, the more citations you use, the less believable the opportunity. The better method is to catalyze fantasy so readers make their own market estimate. For example, if your product appeals to teenagers, you’d like the reader to be thinking, â€Å"My kids and all their friends would love this. The market will be huge. † Unfair Advantage This section has to answer the very simple question: â€Å"Why you? † In other words, what makes your company so special that you will succeed where others will fail? Each company can have a different answer to this question: * Leading-edge PhD research High visibility and powerful connections in the industry * Exclusive, perpetual intellectual property license I’ll also tell you what doe sn’t work: saying that you’re bright, energetic, hardworking people who really believe in what you’re doing. Entrepreneurship isn’t an elementary-school play where everyone gets positive feedback. In other words, think â€Å"Tiger entrepreneur† in the spirit of Amy Chua’s Tiger Mom. Frankly, you may not have an unfair advantage then what you should do is delay raising money and bootstrap your company until you can show that the â€Å"dogs are eating the food. If I had to pick the best unfair advantage, it would be that you’re already shipping, and customers are flocking to you. That cuts through all the bull shiitake. Sales and Marketing This section explains how you’re taking your product to market—particularly during the introduction phase. You must show an understanding of direct sales, channels, or freemium marketing to be credible. Also, you should make it obvious that the cost of acquisition of a customer is far l ess than the revenue you’ll reap from each customer. Specificity is everything here. Blowing smoke such as â€Å"we’ll use viral marketing† is an insult to the reader’s intelligence.Going viral is an outcome, not a strategy. A sophisticated reader will want to know your tactics at the ground-level—not a 50,000 foot view. So imagine yourself in the marketplace. You’ve got a knife in your teeth. How are you going to capture the market? Competition There are two goals for this section. First, to provide an overview of what competition your company faces. Readers truly want to know what you will be up against. Second, to build credibility by showing that you are aware of all the major competitors and understand how to do battle with them.Many entrepreneurs screw up this section by claiming there is no competition. Anyone whose money you’d want will conclude one of two things if you do this: you don’t know how to use a search engine or you’re going after a market that doesn’t exist. The best case for this section is that you create a chart that shows what you can do and your competition can’t and what you can’t do and your competition can. Finish off by showing tactical ways to defeat the competition. Business Model Explain exactly how you’re going to make money in this section. Will you be selling licenses? Boxes? Virtual goods?Advertising? There are a limited number of options here, and I wouldn’t try to invent a brand-new business model. You may not know how you will generate revenue. That’s okay. Take your best shot based on your marketing and sales strategy and what other successful companies have done. I would not, however, list a bunch of potential business models. Then it looks like you’re clueless and barfing out possibilities. Here’s a power tip: Ask women what they think of your business model. Women are much better judges of business mo dels than men because they are much better bull-shiitake detectors.Forecast In a few days, I’ll provide an Excel model that helps you create a five-year financial forecast for this section. You can find the Excel model in the same folder as this outline on my SkyDrive, or search for the post on my blog http://blog. guykawasaki. com. But the gist of this section of your business plan is to tell your story with numbers. The elements of this story include the opportunity, required resources, and checkpoints. Honestly, no one is going to believe your numbers, and this is okay because it’s true of all pitches.What you need to communicate is an overall picture of the economics of your business, the trends in the market segment, and an understanding of your business. Team This is the infamous team section of the business plan. It’s the section that entrepreneurs think make or break the plan. Many experts would disagree with me, but it’s not the most important pa rt of the business-plan document. The Executive Summary is because if it’s not great, readers will not care, or perhaps even get to, the team section. Frankly, most team sections are weak—almost by definition.You are, after all, a young company seeking funding. If you truly had a proven team, you wouldn’t be seeking funding because you’d be using your own money or you could call up investors in prior companies who would fall all over themselves to fund you. So what you want to do is to have catalyzed fantasy with your PowerPoint, demo, and previous sections of the business plan to such a degree that the reader is thinking, â€Å"This is such a great idea that we can help build the team,† as opposed to â€Å"This is such a great team that surely they can do something great. †Then this section should demonstrate that you have at least two people who are dedicating their lives to making the company a success and that they have relevant experien ce. You and your co-founder are probably not famous, but hopefully you’ve worked for companies that the reader has heard of. You heard it here first: well-known corporate logos are a proxy for a good team. If not corporate logos, then college logos will suffice. If you can furnish neither, then we’re back to the best testimony of all: you are already shipping, and the dogs are eating the food.Have you noticed that I constantly come back to this? Real customers are the best â€Å"proof† of viability. Status and Milestones The purpose of this section is to â€Å"tie a bow on the present. † Another metaphor is that this section of the plan is the vanilla ice cream that goes on top of the warm apple pie. Reiterate all the progress you’ve made â€Å"without any outside funding,† how the customers are eating your stuff up, and how the trend is your friend.