Godaddy is Wrong; Your Business Doesn’t Need a Website

Author : , Date : July 13, 2015



Yesterday I was watching some TV before heading to a friend’s house when I heard a Godaddy commercial say that “every business needs a website to be successful!”

Is that true?

Does “every” business need a website to be successful?

It’s a great question, isn’t it? Let’s find out if it’s true or not.


What’s the Most Important Thing a Business Needs?


Every business is built on the principle of supply and demand. There are two ways of looking at this in my opinion:


  1. Demand is already there and all a business needs to do is attract enough customers to create the awareness that they can meet the supply side.
  2. Create the demand by exposing the need and then delivering on the supply.


The question is; what’s the most beneficial, explosive and cost effective way to attract or create the demand that converts into paying customers.

GoDaddy says you have to have a website.

But let me ask you; how many millions of business websites already exist that are not attracting anyone or creating an environment for any sales?

I agree with them that nearly 50% of all businesses still don’t have a website but the question remains; should they?

Would they be served any better by having a website?

Would it increase customer demand and tip the scale of supply and demand?

My premise is that it probably wouldn’t.

The overwhelming majority of businesses today in all industries are suffering online. They have websites that simply don’t work for them the way they’ve been told over the years it would. Some know it and are aware of it and don’t care; while others believe that a website merely means they are credible (we know that’s not necessarily true don’t we?).

Still, others are deeply bothered by the money and time spent creating a website for little to no benefit.

But wait… they have a website. They did what GoDaddy wanted them to do and they built the website. So, what’s the problem?


Message is More Important than Technology


Jordan owns a consulting business in the heart of the city. She has built her business one client at a time through networking. She attends at least three and sometimes five events per week where she meets people and builds relationships with the long-term in mind.

John on the other hand has run a successful coffee shop for three years in a nice suburban area. He relies on the foot traffic in the local shopping center where his shop is located.

Both have incredibly successful businesses and make a great profit.

What does each have in common?

They have no website or social media presence and they both feel too busy to care about an online presence let alone taking the time and spending the money required to build a website.

So, is Godaddy right? Do they have to have a website to be successful?

Apparently not… but hold on there is more to my story.

What both Jordan and John have in common is that they have learned how to message the relevance of their businesses extremely well.

Jordan through her networking and John through the culture and environment of his coffee shop have built highly successful businesses.

But wait; could a website tip the scales to their advantage and cause an increase in business that they can scale?

Yes; absolutely!!!!

But in my opinion only if their message is right and they know who their audience is.



The Most Pressing Issue Isn’t a Website or a Social Media Presence


There is so much information out there about how to use the internet that it can feel daunting, confusing, or even complicated.

But it doesn’t have to be!

In my webinar and in previous blog articles I have shared that for the internet to work there are a couple of factors according to a few recent studies that shed light on successful internet marketing efforts.


  • On average it takes 10.4 pieces of content before someone makes a buying decision. That can be a website, blog article, social media posts, comments on another website, forum activity, etc…. That’s a lot of CONTENT that someone has to consume.
  • The #1 reason people leave a website is a lack of message.


Let me ask you a few questions:


  • Is your website all about you or your product?
  • Is your website design hindering your message?
  • Is your social media screaming “buy me” all of the time?
  • Do you feel like you don’t know what to say or write about?
  • Does the whole idea of creating a website stress you out and leave you exhausted?
  • Do you have a website simply because you believe you have to have one in order to look like you’re a credible business?


Here is the reality; a website can hurt you as much as it can help you; or even more in some cases.

The most important thing you will ever do for your business is not market or sell. The most important thing you will ever do is learn what business you are “really” in. You must learn:


  • Your business inside out.
  • The perceived and real needs of your customers.
  • How they are feeling and what is going through their minds.
  • How to communicate with them and not to them.
  • How to attract instead of only hunt.
  • How to communicate how your product or service meets a need or desire.
  • How your business can make a difference in both the lives of your customers as well as in the community where you do business.
  • Share the benefits of your business as it pertains to each individual customer.


When you master the craft of knowing your business; marketing and selling becomes significantly easier!

If you can’t do some or most of these things then your website will just sit in space. A website has to engage the site visitor and then give them a reason to contact you and the still be given a reason to be put into a sales environment.

Remember, people hate to be sold but they love to buy!

So, Godaddy is right and wrong.

If you don’t have a message that is worthy of being consumed online then you’re wasting your time in the digital age where content is no longer king; the right message is king.

Content is the queen that supports your message.

I know, some will want to argue with me and tell me I’m wrong. I’m okay with that if you’re still drinking the old Kool-Aid from those who don’t understand the evolution of the internet or marketing.

At one time it was true that content marketing was king but those days are long over.

In the modern digital age if you don’t have a message you will either:


  • Attract few to no customers, or…
  • Attract the wrong prospects who are not able, willing and ready to buy from you.


Your content may be good but if it’s not telling the story, relevant, interesting, compelling or inspiring then your online presence is nothing short of wasting your time, energy and money.

But, if you work on your message, hone it and master the craft of delivering that message then yes Godaddy is absolutely right!!!!!

Your business needs a website.

While both Jordan and John are enjoying successful businesses without the internet just imagine how much more successful they might be if they were able to take their message and apply it online. Something tells me that they would see some tremendous growth.


If you want to learn more about how to create a message that will attract new visitors to your website and convert more prospects into sales then I want to ask you to register for one of my free upcoming webinars. Learn in more detail why and specifically how you can learn to create a message that is a game changer for your business!




If you have a thought, idea or comment you would like to share please leave it below in the comments and let’s talk. I would love to hear from you!!!!

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Don Purdum

Don Purdum

Don works with businesses to help them discover who their customers are and what business they are "really" in. He is an award-winning blogger and branding / marketing consultant.
Don Purdum
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40 thoughts on “Godaddy is Wrong; Your Business Doesn’t Need a Website

  1. Hi Don,

    Nice controversial headline Don, made me wonder for a bit and I dived in.

    I consult with SMEs here in Mumbai (the commerce capital of) India, hence what you wrote touched a chord and found a beautiful echo tens of thousands of miles away. In a different country with a different value system, Wow!.

    The overwhelming majority of businesses today in all industries are suffering online. They have websites that simply don’t work for them the way they’ve been told over the years it would.

    Some know it and are aware of it and don’t care; while others believe that a website merely means they are credible (we know that’s not necessarily true don’t we?).

    Still, others are deeply bothered by the money and time spent creating a website for little to no benefit.

    It is absolutely the very same here in my neck of the woods.

    Engaging with and changing a mindset that has been entrenched over time is an uphill task. A couple of years ago – Sales – depended on how well one described the details of each and every attribute of their products or services.

    Today, with a matured market (A steep rise in education levels where I am is a huge driver) this approach quite simply – fails.

    The concept of crafting – Inbound Marketing – content, adding value to a site visitor or reader, has not caught on across the length and breadth of the SMEs I consult with.

    This Blog post of yours brings out what’s ailing our SMEs beautifully with simple, effective ways of fixing things so
    that a website does bring in steady, measurable, income that has growth potential over time.

    I’m going to share this Blog post URL at a few SME workshops that I do as a pointer to what’s wrong and how to fix this.

    Hmmmm, I think GoDaddy has a valid marketing phrase.

    To make our website’s work lets take a long hard look at our audience and then a long hard look in the mirror.
    That, I believe is where the solution really lies.

    Thanks for sharing this Don.

    I came your Blog post via a link on

    1. Hi Ivan,

      Thank you for the kind words and I’m glad the headline worked for you!

      Isn’t it interesting how problems and issues transcend demographics and in some cases even culture?

      I so appreciate your awesome feedback and thank you for reading, commenting and sharing!

      Have an awesome week Ivan!

      ~ Don

  2. Hi Don,

    I do believe that if an offline business knows how to promote what they have for people, a good website is needed. I’m seeing this from a consumer’s viewpoint. While I was away for the past two weeks, I relied on finding things through websites. From restaurants to specific shops I wanted to visit.
    I was in Seattle and didn’t want to climb up and down needless hills there, so I wanted to GPS my walking around to places I wanted to see all from my phone. I didn’t want to rely on Foursquare, but wanted to see what the restaurant looked like, what the menu was and so on. The ones that had good websites won!
    Maybe it is just me, but when looking for happy hour, I like to see a website rather than walk all over the place, so yes, I do think it is needed in some businesses.

    1. Hi Donna,

      Great illustration of how a website can be extremely helpful to retail, restaurant and service industries!!! No question about it!

      You even bring up the case that the site ought ought to be mobile friendly as well!!!! That can make a HUGE difference especially in Google results.

      I so appreciate your practical illustration.

      I hope you have an awesome week!

      ~ Don

  3. Hey Don,

    Having a website is good but you don’t necessarily have to have it to have a successful business. I’ve seen plenty businesses and entrepreneurs run a successful offline business with no problems. Being online just gives you another avenue to promote your business and your products/services. It’s not the be-all end-all.

    I see those GoDaddy commercials too and everytime I see it, I’m saying to myself: “They’re going to make it seem as though everyone needs a website.” But while all businesses don’t need a website, they DO need to be seen online. So some type of social media account would be beneficial.

    Great post here.

    – Andrew

    1. Hi Andrew,

      So right… yet if a website has a great message it could benefit them significantly. I have run into so many businesses over the years that believed a website could be their solution only to find out that by itself it was not.

      The message is EVERYTHING!

      I always crack up at those commercials – they are really appealing on a negative basis in my opinion.

      Thanks so much for your engagement Andrew!

      ~ Don

  4. HI Don, love your title. I have read this one several times now. It’s interesting how they SET the need up. They make businesses feel that they NEED it. That’s the secret to marketing. IF someone feels they need something they will most likely purchase it.
    You are right though that not every website will be a success. It takes a lot to make a website get seen in search and get enough visits to make it all worthwhile. It’s definately not a quick way to make money, just like brick and mortar it can take 5 years.
    Thanks for sharing this one (really makes one think) and have a great new week Don.

    1. Hi Lisa,

      Thank you so much! WOW! A few times… that’s awesome feedback and encouragement.

      I agree, they really set the need up well and I don’t have a problem with Godaddy at all; in fact if that were my business model I would do the same thing.

      It really is up to the business owner and it’s up to those of us who help them to inform them of why and how they will be successful or not when it comes to the web. Many of them just have no idea and that’s why they are not online and why they don’t have a website.

      Why mess with something you don’t understand and don’t want to take the time to learn? That’s exactly how many of them feel.

      Great point about the 5 year scenario. It’s so true and yet 80% will never make it to five years; Nearly 70% of them won’t even make it 2 years. I believe it is all tied to the reality that have never laid the proper foundation and have no idea of the expectations.

      That brings me to some ideas I’m brainstorming through this week for new products, webinars, blog series, podcast series and more.

  5. Hey Don,

    Nice article… i am on mobile and cant say much other than nice article. I figured if i didnt leave a comment on this one.

    I wont rest…

    Godaddy was sane when they puy out that campaign and i can assure you they know what they’re doing but i get the message youre passing across.

    Useful one…. Thanks for the read.


    1. Hi Babyshaybell,

      Thank you so much for reading the article and taking a few minutes to comment via mobile! I really appreciate your feedback and comment!!!

      Have a great week!

      ~ Don

  6. Hey Don,

    love your bottom line, it is not about how much success someone has got, by doing the right things they can always get more success.

    I think all businesses need a website and that is the basic step. But to actually get sales and conversions, the message has to be clear. Godaddy’s message is very clear – “every business needs a website to be successful” and that is helping them getting sales. However, this message is good for Godaddy, and not so much for its customers.

    The old saying – “Build it and they will come” no longer works. The “build it” part is a constant that has to be done anyway, but for the next step – sales – one need to do much more than just build it.

    And then there is social media which requires monitoring 24/7 and quickly replying to queries before they become a reputation crisis for a brand.

    Uttoran Sen

    1. Hi Uttoran,

      I am so excited that you got the message!!! YES, that is exactly what I’m saying!

      I wish I could add something helpful to your comment but your summary and conclusion are spot on Uttoran.

      Thanks so much!!!

      ~ Don

    1. Hi Martin,

      Can you elaborate a little more so I understand your position.

      My point was that you have to know your business first and then you can understand the technology and how to use it.

      Are you saying that is wrong?

      I appreciate you comment and look forward to learning your thoughts.

      ~ Don

      1. Don: I was pulling your leg a bit, what’s why I wrote “wrong”… You have to do an analysis of where your potential customers are first. Do they want to gather information on the net, or only through a physical place, e.g., brick-and-mortar store.

        I understand why Godaddy is having this slogan. They are playing on the “bad conscious,” and get potential customers closer to a sign up.

        All the Best,


        1. Hi Martin, lol… isn’t it funny how things can be misread so easily sometimes? I sure do appreciate your reply and clarification for me!

          Absolutely, GoDaddy is running a business and it’s our responsibility to know what we are doing and why we are doing. The commercial hit me just right that so many businesses are depending and hoping on the internet to be their savior. Unfortunately, those days are long over.

          Have a great week Martin and thank you again!!!

          ~ Don

  7. Hi Don,

    Long time no see, I haven’t been online much at all last week and haven’t seen you even longer than that.

    Well, nothing is completely white or black, so saying that a business can’t work without a website is like saying you can’t just quit your job and travel Europe for a year LOL.

    What I mean is of course it’s possible, and you explained all of this well. Even though we are in 2015 some businesses need a website more than others, but most of all, their website won’t serve them well at all if they don’t know what they’re doing. We know that simply having a website on the net without doing anything it’s going to be a dead piece of online estate anyways. So, it will involve work as we both know.

    Thank you for clarifying this information since TV commercials don’t ever say the whole truth.

    You take care,
    ~ Sylviane

    1. Hi Sylviane,

      I know, right? So glad to see you’re having a great time traveling Europe!

      I couldn’t agree more Sylviane. Websites are only as good as we are and how we use them. Just because someone in a networking meeting, on the radio or on a TV commercial says we need doesn’t make it so.

      But, that doesn’t mean we can’t and shouldn’t benefit from them either.

      Thanks so much for taking time out of your busy schedule to read and share the article.

      ~ Don

  8. Hi Don,

    When we look at the business which are built before 1980’s are survived and become successful in their business without any technological advancements, now technologies simplified the process some extent.

    Based on our business we should decide whether we need a website or not, for example I am medical distributor as per the laws of India, we should not promote and sell medicines online.

    Thanks for sharing the information.

    1. Hi Siddaiah,

      I’m not sure that technology has simplified the marketing process. In fact, because there are so many options many business owners are sharing their frustration around them and they don’t understand what to do.

      Combine that with the rate of change with the cost of change and it’s a toxic formula for many businesses.

      Thanks so much for your comment Siddaiah!

      ~ Don

  9. Hi Don,

    Great food for thought here. Definitely we’ve all seen businesses succeed without a website… and I’ve seen businesses with cringe-worthy websites who are pulling in customers through those websites. I’ve also seen businesses who are hurt by not having a website.

    Many of your prospects (I’ve seen estimates of 87%) will check you out online before they book an appointment, especially if you offer a service. They’ll go to your site even if they come by referral. I get nervous about hiring someone who doesn’t have a website; they’d need a pretty amazing referral to get past my filters.

    I’ve long made a case for developing your message and then creating a website as a platform for your message. Unfortunately, many business owners settle for a pretty site that draws the “wow” but not the dollars. It’s like confusing the cheerleaders on the sidelines with the players on the field. And many of my own clients find they get clearer on their message when they work with a copywriter or strategist *before* they get into the design.

    1. Hi Cathy,

      Thanks for such an insightful comment!!! I LOVE it!

      I agree with everything you’re saying here. I have seen some absolutely beautiful websites where it’s obvious a business spent a lot of money of the image, but it was terribly lacking in message. In a world where nearly 50% say they will leave a website due to a lack of message and where on average it takes 10.4 pieces of content to persuade someone; the message is more important than ever!!!!

      I try to help people understand the same thing Cathy, if they work on their message first it makes everything in the better business!!!!!

      I so appreciate your comment and hope you have an awesome end to your week!

      ~ Don

  10. Hi Don, I’m sure someone on GoDaddy’s marketing team thought that might push some people off the fence, and I’m sure they were right, but the idea a successful business must have a website is ridiculous. Obviously, as you’ve demonstrated, many businesses can find success without a site.

    Last month I blogged about when businesses should not blog. My point was almost any business can benefit from a blog but only if they are willing to be consistent and don’t judge it by traditional ROI.

    I’d have to say the same thing about a website. It will be a waste of time, or worse, without the right message (I agree with you), accurate information, and a clear objective.

    I’d be hard pressed to come up with a business that couldn’t benefit from a website but we see businesses all over the globe proving GoDaddy’s ad copy wrong.

    1. Hi Brian,

      Exactly right!!! Having something for the sake of having something doesn’t make it worth having. There are lots of ways to build a business and the idea that one size fits all is just not true.

      I think we are moving into an era where we can start to see how different tools can meet our needs and what’s the ratio of cost/grief versus ROI/benefits.

      The reality is no matter whether a business is offline or online they still have to know what business they are “really” in. They have to have a message and it has to be the right message or they will get ignored by the audience who doesn’t realize or even care that the business exists.

      As you said, every business can benefit from a website but only if they are willing to do the work in their business necessary to make the website a worthwhile endeavor. Like I said in the article, a website can hurt just as much as it can help.

      Thanks for such a great comment. I so appreciate you stopping by to read and share your thoughts with us Brian!!!!!!

      I hope you have an awesome remainder of your week.

      ~ Don

  11. You said kind of what I was thinking when you asked the question Don: you asked, “Does every business need a website?” and I thought – it depends. It depends on so many factors. Your examples of how else to get your message out to your potential customers, via Jordan and John, is a case in point. Always love your stories Don!

    1. Hi Patricia,

      Exactly… now I will say that if a business is on message even though they may not “need” a website it can be an invaluable tool. And, a website doesn’t just have to be for marketing. There are many different types of websites; educational, informational, ecommerce, etc…

      Clarity will guide one on understanding the purpose of the site as well as how to use it.

      Thanks so much Patricia!

      ~ Don

  12. What is most important in a business is supply and demand and GoDaddy is right. we all need websites to succeed in our business.

    The message is more important than technology.

    Both Jordan and John need a website. They will increase sales by leaps and bounds as long as the message is clear. A message that everyone can understand.

    If the message is right and they know who their audience is then their blogs will be successful.

    We must learn what business we are really in.

    I can’t stand it when other blogs only sell things. I get off that blog as fast as I can.

    We must give our prospects the right message if we want them to buy from us. Our message must capture our audience not sending them running away from us. We want to attract the right market, give them value driven content so we can convert our prospects to happy customers.

    You have a wonderful day and week ahead,

    1. Hi Linda,

      Thank you so much for sharing your takeaways from my article. I’m like you, I don’t want to feel like someone is just trying to sell me. But, if I’m compelled I may take the time to read more, learn more and eventually buy from someone.

      Message is the key to success and too many focusing on the wrong things like technology, websites or social media. Those came after clarity around message and they become so much more effective as well.

      Thanks so much for reading and commenting Linda. I appreciate you!

      Have an awesome middle of your work week!!!

      ~ Don

  13. Indeed, message is more important that technology. The most important thing that business needs is not a website. Marketers can leverage on website as channel but its not the only to deliver value.

    Godaddy’s observation is a marketing cue to lure clients purchase domain and hosting.

    What a business needs for complete success is value delivery and it doesn’t have to be delivered through website or blog alone!
    I left the above comment in

    1. Hi Sunday,

      A website is only as good as its message. If it doesn’t address the issues or desires of the reader then it loses its value and reason for people to engage with a business through it.

      There are many ways for a business to message itself and I think we don’t talk about that enough. Culture, environment, customer service, interaction among employees, etc….

      Thanks so much for sharing Sunday.

      I hope you have a great week!

      ~ Don

  14. Hey Don,

    I look at static websites/blogs as a convenience. So with that said I totally agree with you.

    I don’t know if you have Pizza Hut out there where you live, but pizza hut is one of those places that everyone goes to where I live. You can go the old school route and call them up to order, or you can order online which is convenient also so most people have access to the internet.

    We also have to look at the fact that there are teenagers, young adults, baby boomers, and their parents. People who are teenagers up to their 40’s will more than likely use the internet more to research and/or order things from it, while those that are older will do it much less in comparison to them. But I can definitely say that my parents who are baby boomers and some of their friends definitely got a hold of it 😉

    But you’re right, as long as the message get’s out to their market, that’s what really counts in the end. In Jordan’s and John’s case, it was based on going to networking events, and the location and environment of the store.

    Great share and something to think about Don! Have a great week!

    1. Hi Sherman,

      Businesses like Pizza Hut and Domino’s have done a great job of incorporating technology into their businesses for years. Of course they have the resources to do that from both a financial and also a corporate staff level to research, implement and execute.

      Small business owners as you know are in a totally different position and most of the responsibilities lie with the business owner unless they are a franchise of a bigger company.

      The key for Pizza Hut is still message. How are they different. Now, one thing I don’t talk about that I will share more in the future is a business also messages through its culture and enviornment. That was my point with John.

      Thanks for your comment Sherman.

      I hope you have an awesome week!!!

      ~ Don

  15. Hello Don, What a Great post for a difficult question, so looks to me like Godaddy is right, but then again wrong.. HUM?? Great Share..Thanks Chery :))

  16. Great post,Don. This line says it all “Here is the reality; a website can hurt you as much as it can help you…” that is so very true. The examples you give of the cafe and the consulting business are interesting because although they don’t require a website, the right one will definitely get more foot visitors (to the cafe for example). If I google for a product in my area and the company doesn’t have a website, how will I find them? I just did that a few weeks ago. I was in an unfamiliar neighborhood for work and wanted to find an art store. So, naturally I googled ‘art supply store’. This site popped up of a family run art and framing store, I never would have found otherwise.

    Today any business without a website seems out of touch. You’re right Don, in saying the message has to be clear for the site visitor. What are you all about and what do you sell? Those are the two things that have to be obvious. Hey, it sounds like I took your webinar! I did and I thank you again for a great hour spent with you.

    1. Hi Lisa,

      That is so cool and really refreshing and I’m sure the owners of the art supply store were delighted that you found them!

      I completely agree with you! But I want to emphasize in this article that for the majority of businesses that Godaddy is targeting they will likely not benefit much from a website IF they don’t get their message down.

      As I shared in the webinar you were on it’s getting harder and harder for many businesses to find success in the short-term online. We have to meaningfully connect. Now, I get it that it looks different from one business to another but most just skip straight to strategies and want results without the foundation that will help them create the results.

      Great comment Lisa. Thank you so much for reading and sharing your perspective!

      ~ Don

  17. Don,

    You nailed it with this article. I’ve wasted so much time and effort putting websites together for some of our business that never gain traction. They are in industries that just don’t translate well to internet marketing. We excuse the time and money by saying it gives credibility, but honestly I think the money would have been better spend on a good salesman with the right connections.

    I love internet marketing, but you need to know your market and how to help your market to be successful.


    1. Hi Amy,

      It’s kind of like anything else isn’t it? You get out of it what you put into it. I do agree though, there are some industries that don’t do well but with the right message and consistency can certainly do better than they are IF they are willing to put in the work to learn how to communicate.

      Thanks so much for your comment Amy.

      I hope you have an incredible week!

      ~ Don

  18. Hey Don,

    Okay, I definitely agree with you about this one.

    I think that perhaps most businesses, if they bring their message online, can get in front of a much bigger audience – when done right!

    The “when done right” part is what you always teach us. I know of so many business that do have a website but like you said are doing horribly. The reason is that their messages aren’t clear but they think they are doing what’s expected by being at least visible.

    I’ve come across a lot of websites in my time and they are either hard to navigate, I can’t find a darn thing I’m looking for, they’re ugly as all get out, they aren’t adding any value for me as a customer at all and I’d much rather just go to their store. If of course I like their products and they are near me. If not then I’ll go somewhere else.

    Interesting take on GoDaddy’s commercial. We all know what business they’re in right!

    Have a great week Don and another great message.


    1. Hi Adrienne,

      I love that you’re so open about where you were in the past with your mindset. It’s not unique but so many are in denial about their situations. They end up hiring the wrong business or marketing coaches that just trap them in the same condition and they tucker down.

      I’ve heard of at least 4 businesses in the last month that shut down. They were all viable but their messaging was disastrous.

      If their websites are disasterous and off message then so will everything else in their business be. Subconsciously those looking at the website know something is wrong and that’s why they go somewhere else on the internet or they won’t take the time to visit the business.

      I appreciate your insights, comments and kind words as always Adrienne.

      I will absolutely have a great week and I hope the same for you as well!

      ~ Don

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