Enter to win a complimentary tuition to Train to be a Corporate Etiquette and International Protocol Consultant course (a $6,800 value)!

Dear P.S.O.W., My interest in attending The Protocol School of Washington was first peaked when I saw Ms. Pamela Eyring a few months ago on ION TV. My personal reasons for attending The Protocol School Of Washington is that I may use the knowledge acquired to enter the career field as an Executive/Personal Assistant and it would give a learning advantage when applying to Rutgers University in pursuit of my MBA in Leadership & Strategy. When pursuing my AAS degree at Gibbs College in Montclair, NJ, my final project in Supervisory Management was to create a business from scratch. I created a for-profit corporation that partners with inner-city public schools teaching grooming, etiquette, and protocol to middle and high school students. This art form has been practiced for many generations by royal and aristocratic families. It is my belief that through the only institution accredited for teaching these skills, this will become possible. I know that I must be the forerunner in order to reach back and get our youth. I would be eternally grateful and humbled if selected. Very Truly Yours, Monica Reese

It is amazing how often my protocol experience is called upon, even though my current assignment is not officially in protocol. Today, for example, I had to use my protocol knowledge to ensure that my boss was properly represented to a four star general!

Good manners are always in style. They change somewhat with demographics and time but they never disappear. Whether you are sitting for your first interview, re-entering the workplace taking a new position or wanting to polish your professional presence for career advancement your knowledge of business etiquette is essential. Protocol is a collection of customs and defined regulations for conduct courtesy ceremonies and official actions among nations. Protocol is a set of rules that tend to be fixed over time. Recently you will find that this word is being used a lot in our everyday language where there has been a breach of etiquette. I have worked for many years in various different business sectors from retail to banking, administration to customer care, an airline company to marketing in the motor industry. For the best part of these years I enjoyed my work but there were also times throughout my career that were not enjoyable. These were the times were I had experienced and saw such breaches of propriety so brutal that it caused hurt to individual feelings created misunderstandings thus resulting in real grief and pain. I myself on a couple of occasions was on the receiving end of these violations of etiquette. I came understand that we are unaware and our ignorance of the right way to do things can cause upset and stress for others. In my research I could see that this ignorance and lack of awareness seemed to be the norm in modern day businesses, that we are ignorant of the correct manners and code of behaviours. Our ignorance of this fact has caused us problems and stress to ourselves as well as others. This was a definite case where the rule ‘ignorance is bliss’ does not apply. To many the word ‘Etiquette’ conjures up images of someone who is stuffy old fashioned or pretentious. But etiquette is not about putting on airs being artificial or being better than anyone else. It is a powerful practical and profitable skill you can use when it counts the most. Good manners are all about behaviour, knowing the right behaviours, being comfortable in all situations and making others comfortable. There are many reasons why etiquette consulting is a good career move - choosing a business you enjoy is of utmost importance. In June 2009, I received certification in etiquette and protocol from the esteemed Protocol School of Washington, in the United States of America. PSOW are the leaders in etiquette and protocol training services, worldwide and for that I was truly grateful having the opportunity – it was a life changing experience.

Respect. That one little word holds so much honor, promise, and power. Business leaders and humans in general, strive to receive it; though it is often hard won and easily lost, unless meticulous care is taken to maintain it. However, as we all know, first impressions and unfortunate faux pas often sink us before we have even had the opportunity to earn the respect of those around us. We alienate ourselves by our deficiency in the essential understanding of how to behave in typical and atypical situations. We lack the confidence to handle unexpected incidents with patience, poise, and sincerity. If we take the time to learn the rules of behavior and to use those rules not as a robot who walks a certain distance ahead of or behind a given person, because that is what protocol dictates. Instead, we use those rules as tools to help us to treat our coworkers well and our customers honorably, we are in fact preparing for ourselves the building blocks of a respected existence. While I am passionate about the possibilities of training others in etiquette and protocol, I am also a stay-at-home mother of three phenomenal little boys. The primary factor holding me back from pursuing a career as a business etiquette trainer is the immediate financial obligation of attending the training. Receiving the grand prize of free tuition would be absolutely amazing. I would be able to begin my career as a consultant of business etiquette and protocol with the powerful and respected name of the Protocol School of Washington behind me.

Hey guys, What a great contest. We'd all benefit from better etiquette -- and proper protocol too! Happy National Business Etiquette Week, Jim

I earned my degree from Newberry College in Psychology and Sociology; where I gained valuable skills sets of time management, patience, and communication skills. There is so much that you can learn from life experiences there is a foundation that is needed. The foundation needed now to help mold and further catapult me into being a service to my community and myself would be the opportunity of gaining access to such a prestige. I believe I will be the perfect candidate for the complimentary tuition, the experiences and the opportunities that will happen due to this would be immeasurable. The determination that drives me to succeed in my education and my career goals comes from the support I have from my family. Especially from my mother and grandmother they tell me, “Take things one step at a time, and you will get in life what you put in it.” I give 100 percent if not more when it comes to the advancement of myself as a person. Not just to become a skilled enough person to be ready for the challenges that will precede me, but to help as many as I possibly can with the opportunities I will experience. This is an opportunity of a lifetime.

I come from a small Caribbean country named, Republic of Suriname. After 05 years of being a protocol officer at the Ministry of Foreign Affairs, I've been posted to our Embassy in Washington D.C to work as a Administrative Attaché (Ambassadors Assistant). I always had a passion for protocol, and I know the lack of protocol intelligence in my country. It is very important to have a good and experienced (international) protocol unit in every country, because to me protocol is like the face of a country to the outside on the highest level (diplomatic, political, social etc..). A good and effective protocol unit, means a good communication flow between different countries. I know that protocol has more to it than someone can imagine and it should not be underestimated. I'm participating in this contest, not only for myself, but for my country. I know that with the skills I'm about to learn at the Protocol School of Washington, I will be able to contribute in having a better protocol unit, which will lead to a better Suriname (on the highest level).

I have studied Etiquette on my own and used what I learned to help train young women at Howard University on Etiquette and Personal Grooming. Your institution has always interest me and I've learned over my career that is of great value to know the rules -- spoken and unspoken. It would be a tremendous honor and blessing to be selected to receive a complimentary tuition. I would use my professional training to further impact the lives of young women and men. It would be a finishing touch on my career. Nadine D. Bynum Falls Church, VA

Since I attended a Protocol Officer Training course offered by the Protocol School of Washington (PSoW) in October 2011, the benefits of this training have been apparent from the request and feedback I receive from my counterparts in the African Union, UN agencies and sections within my mission who regularly seek my advice and guidance proper Protocol practices. I have attended many courses, but none of them were at the level of the course “Protocol Officer training” offered by the PSoW in October 2011; I attempted to take training on the “Corporate Etiquette and International Protocol Consultant” course to improve my knowledge through seeking funding from my organization, but due to budgetary constraints, as I am unable to pay out of my own pocket, this was not possible.

Being both an economic developer and Director of a World Trade Center, I am intensely aware of the role and value of etiquette and protocol in the business world. Proper use of both is often the glue that seals the deal. Conversely, improper use of either could very well be the observed, but unspoken reason for loss to a more knowledgeable competitor. The ability to confidently interact with others both on the domestic and the international scene is crucial in today's ever-changing and diverse world. There's so much to learn and so much to gain by learning it. I'd be honored to have the opportunity to take advantage of this top-notch professional training and to meet the instructors who know it best.

Dear Ladies and Gentleman of the PSOW, it is a pleasure to be part of this contest. Thank you very much for this lovely opportunity that you are giving to all intrested participants. The Institution - PSOW makes an influence on international social level also an improvement when the members, the students and we the interested participants combine the intelectual sources together. On Friday, 3 May 2013, in "Kempinski"-Riverpark Hotel Bratislava I hosted as a President a prestigious Event in the country – the 1 International-Slowak Charity "May Ball". In Cambodia I organised the "1 International Exposition in the National Museum of Cambodia" after 30 years Khmer Rouge together with the Ambassador of Australia and the Minister of Cambodia, in order to reunite the intelectual and creative minds for a progressive perspective. I am born in Skopje, Macedonia. Manners and Etiquette combined with adequate cultural input helped me to realise my target . Here in Central Europe I was asked to give lessons on Etiquette. In shortest time I gained clients like The German Chamber of Commerce, The American School, British International School, et cetera. There is a vivid lack in this field in the entire Central Europe, Southeast Europe and South Asia. The best Marketing for an Institution?! Its messangers/ the word of mouth and how many doors they are capable to open and represent the institution. There are four ways and only four ways how we communicate with the outside world- what we do, how we look, what we say and how we say it- Dale Carnegie. The Etiquette is a language that brings people forward and together. With the political, economical and cultural changes on international level we recognise differences and yet the Etiquette and the Manners have a universal base generally valid in the entire Universe. Manners and Etiquette are not luxury but a necessity that give to each individual in the society self-confidence to improve on personal and professional level. With each of my courses I give a certain amount for Charity. Since almost 17 years I am living internationally as a spouse of a German Diplomat travelling around the world with the Federal Foreign Office. I am a member of the Luxury society and I was head of the International Group at the Ministry of Foreign Affairs in Berlin. I am founder of two international organisations for political, cultural and economical collaboration, I am lecturer at the University and German Cultural Center and involved in organising various international events . For me personally this contest is a chance to support the vision and targets of the PSOW on its best possible noble way and spread the voice on its highest level where it didn´t arrive yet. I want with the given knowledge to give the best possible service for different social structures and make a difference with its most positive connotation of the word in the international society. It will be an honour to be a student of The Protocol School of Washington - PSOW and attend the Course "Train to be a Corporate Etiquette and International Protocol Consultant". Thank you very much for your kind attention. Sincerely Yours, PhDr.Jana Heilmaier Founder „School for International Etiquette and Lifestyle“-SIEL E-Mail:schoolforetiquetteandlifestyle@gmail.com

Gulla Jan Ahmadazai

I currently under process of registering an NGO on Developing the Girl child. This has been informed by my over 10years exposure to international affairs as a Botswana diplomat and having taken keen interest in issues affecting the Girls Child. One of the key areas I identified is the lack of confidence of African girls who did not attend private school; no matter how smart they are they always seem to be limited by their lack of corporate etiquette to advance further be it in education, in socializing or later on in the corporate world. My NGO once established aims to bridge this gap to empower them with skills that will make them blend and adjust to various situations...I believe the training in corporate etiquette will give the much required foundation as I begin this lifetime dream.

Etiquette is from the days of old, where the French Court of the 1600's develop a set of social custom's amongst it's elite. Today it has develop into more of a kindness and an attitude of how to treat others. I see etiquette as a valuable social tool, to not only to attain a silent communication of respect but also to maintain peace and civility where there maybe none to attain. Etiquette is a type of social currency, that has to be spent wisely and the saving grace of an awkward social situation. It has been said amongst my people, "If you have manners you will go before kings". As far as the explanation of why I should be granted such a privilege to win this prize is because I would make a great Corporate Etiquette and International Protocol Consultant, because interacting with unique people and their situation's are my natural calling-it's equal to breathing.

My name is Temitope George, I am Nigerian and work and live in Lagos - the commercial nerve centre of Nigeria and I am grateful for the opportunity to write a few words about why etiquette and protocol intelligence is valuable to me. A colleague, who knows I facilitate corporate etiquette training during the weekend, stumbled on the PSOW essay on Facebook a day before the final date for submission and recommended that I enter this competition. Winning this therefore would be a stint of good fortune, and given I’ve been fortunate to win a couple of hats in a church raffle for charity in my very early years I hope I might be lucky again. I define Etiquette and protocol intelligence, essentially, as the art of knowing what to say or do or NOT in any given situation. Whilst I am well aware that it is an art that can be taught and easily learnt, in my corporate career and society at large, I have encountered people who are totally oblivious to it and for some reason this constantly irks me and led me to start facilitating corporate etiquette training a couple of years ago. My approach to trainings is three-pronged. First, I address participants’ personal goals and visions, followed by their image before discussing the rules of etiquette, which would vary according to the audience and their specific requirements. This approach is motivated by the fact that how we behave and interact with others often stems from how we view ourselves. Once one has the right personal mindsets this reflects in one’s behaviour and the rules are easier to grasp. Through this I have been able to impact over 500 participants, from university graduates to employees in corporate organisations. When I tell colleagues, friends and family members that alongside my day job as a Commercial Lawyer with expertise in Public Private Partnerships, I facilitate etiquette training, the usual response is a warm smile or a nod of approval, confirming (to me) that I just may have found my calling – well, one of them. I therefore feel that I should receive the prize as it would avail me of formal training to further hone my skills and impact more people around me and with a lot of luck and focussed hard work I may be able to give up my day job and take an educated plunge into the world of Etiquette and Protocol, full-time.

Have you ever been thrust into a situation where you have to interact with someone from another country who is unsure about how to conduct a transaction, whether at the airport, in a store, at a conference or on the street? If you have, knowing how to handle such a situation gives you the opportunity to be your country's ambassador. I have been in such situations both locally and abroad and have used my innate knowledge and limited protocol training to assist persons in such situations. I have even offered assistance when persons may have overlooked some matter of protocol to avert incidents even when the function is not my own. I believe that training in corporate etiquette and international protocol can be of immense benefit and I would welcome the opportunity to avail myself of this training so that I can help others improve the standards as they relate to this discipline.

The opportunity you offer is amazing, and I enter the contest in hopes of being selected for the award of tuition to attend your course. After retirement from a 23-year career in the United States Navy, I began working as a contractor for NATO, having now been here for over ten years. I spent two years of administrative duties in the beginning; and subsequently over eight years in the Protocol Office at Headquarters, Supreme Allied Command Transformation – all the while learning about NATO and other international joint endeavours. Protocol and etiquette are incredibly interesting - each day brings new challenges; and therefore new opportunities to learn and excel. Our office deals with different Nations, international organizations, and societies. The world has different protocols, sometimes we call it law, and sometimes we call it rules, traditions, or etiquette. Every Nation’s protocols are different, so the challenge is being capable of global operation, while not following one particular Nation, and not offending others. Successful protocol professionals must be intelligent, knowledgeable, savvy, empathetic, thick-skinned, informed on current events and situations, insightful, quick-thinkers, and prepared for anything. Protocol professionals have to be prepared to consider strategic elements; and quickly change to mundane tasks. Knowing what to do in any given situation makes or breaks any event you are working. People are the biggest variable in every situation; in the corporate business world, international politics, and the global community - it is crucial to have a standard to follow when dealing with people. My degree is in Sociology and I have 34 years of diverse experience in leading, managing, and following. Studying people and societies, and why they do what they do has become what I consider one of my strengths. While I do already have knowledge about international protocol, I would very much like to add more; and gain the professional credibility that recognition from your school as a certified Corporate Etiquette and International Protocol Consultant would garner. I would hope to be able to give valuable feedback and share my experiences with my colleagues and instructors in the course; and build a world-wide network. Again, I thank you for making this opportunity available, and appreciate your consideration of my essay.

Etiquette is a lost art, it is more important than ever to have strong skills in this area that sets you apart. Best, Elisabeth Fermsgard

Why is etiquette and protocol intelligence is valuable?

The value of having a solid understanding of etiquette and protocol intelligence allows us to educate and lead others to a higher level of personal and professional development. Understanding the history of etiquette and protocol intelligence combined with the understanding of current standards that have evolved over the years for etiquette and protocol intelligence, can empower everyone. Other benefits include allowing us the ability to foster change and embrace one another as we connect on a personal level, professionally in a business setting or connecting online.

The value of being trained in etiquette and protocol intelligence by the Protocol School of Washington will provide me with the continued information, foundation and structure to incorporate in to my educating others on the importance of knowledge and understanding of civility towards others as we move forward in our ever-changing global world.

The value of etiquette and protocol training is valuable to all professions that involve others. I work with many different types of business owners, homeowners and Realtors from countries outside of the United States as well as within the United States as a Realtor with Keller Williams in Jupiter, Florida. My goal is to collaborate with others effectively on establishing relationships between different cultures or nationalities. Most business owners and professionals would agree that as our economy evolves and our world continues to advance, having the etiquette and protocol intelligence will also allow us to explore markets outside of our own and develop opportunities worldwide.

The value of etiquette and protocol training has been and will continue to be cutting-edge when interacting with others in our local markets or internationally. Relationships will need continued nurturing and that means having the ability to understand cultures, customs and expectations of one another as we move forward together.

My pledge is to show others the importance of having etiquette and protocol intelligence, how this will allow someone to become a trusted resource and develop and maintain business relationships. Protocol School of Washington training provides support, growth and leadership that will allow others to grow personally and professionally, that is what is needed to excel.
Julie Ann Probst

I am entering the contest for my mom, Catherine Wallace, my daily inspiration and the foundation of my manner and poise. As a founding member of Marvelously Well-Mannered, she works each and every day to help others lead with good graces and enjoy life with confidence and elegance. From children to teens to her peers, Catherine teaches the rules of etiquette using her own personal experiences, guiding others to have the confidence to comfortable in all situations of everyday life both personally and professionally. The chance to become protocol consultant would take her instruction to the next level, helping my mom continue her journey of sharing how etiquette and good manners can make the world a more enjoyable, kinder place. Leaning from your experts, Catherine will become an ambassador for The Protocol School of Washington, and would be proud to become an alumni who will proudly epitomize the protocol and etiquette standards your institution has set. All my best, Jennifer Ann-Wallace Montesano, loving daughter of Catherine Wallace and co-founder of http://marvelouslywell-mannered.com.

I am very interested in this course and would love an opportunity in order to win to receive this special training

I have recently retired from NC State Government as a Juvenile Justice Detention Director. I have constantly observed a lack of confidence, self-esteem, and general pro-social skills amongst the juveniles in the system. Additionally, I do volunteer work with homeless veterans and women victims of domestic abuse. I see the exact same trends as with the juveniles. It is my desire to not only be in a place to deliver quality, first class social skills to these populations but to also deliver these skills to the adult professionals who work with them. As I watch the global news, I see and hear of so many tragedies caused by people who have been bullied, felt intimidated, or devalued. Teaching pro-social skills as an etiquette trainer - consultant - and leader would give me an opportunity to make a difference at my local grass-roots level to help others to heal and get better one person at a time.

Protocol involves etiquette on a local and international scale, and the practice of good manners on a daily basis. It evolved as a result of old traditions, when in the early days of civilization hospitality was extended to an arriving guest. Today it is particularly important because it not only covers the ceremonial rules that are followed during official functions and how to behave on these special occasions, but it also provides a set of established rules of courteousness that are to be respected in society. Through my personal and business experience in this field I learned that manners are really important no matter which lifestyle you lead, it is the basic common courtesies which most people learn as they grow up and in an organization it is extremely important that all members understand and practice proper protocol, good etiquette and manners. I strongly believe in what I learned in this field and in what I implement on a daily basis, in my personal and work life. Good manners is my everyday lifestyle and I would be honored to be able to attend such an important course to expand my knowledge in this field and share with who believes in these important values. More so I would become a proud consultant for any person or organization that is interested in learning, expanding or implementing values such as good manners and proper etiquette mainly to improve themselves and to the benefit of any person or organization. Special thanks to the Protocol School of Washington for the fabulous work they do and for giving us the opportunity to participate in such a unique and important contest.

A former graduate of the prestigious Protocol School of Washington informed me of this contest and I found myself both exhilarated and intimidated. Do you know that feeling of wanting something so badly you can taste it? Knowing the odds may be against you but knowing you have to try! The past 3 years this course has sadly been out of my reach. Now, this unexpected opportunity beckons and I have the chance to realize a dream. My name is Frankie Oakes; I am a civilian contractor working as a Protocol Officer at the Supreme Allied Commander Transformation NATO HQ. My career spans 25 years of government service to include 15 years with joint, multinational forces. I am a relatively conservative woman coping with many lifestyle changes in the world of transformation. I don’t twitter or tweet (yet) but I created a face book account so I could enter this contest. I am not a techie but I do know how to text. I actually moved up to a smart phone. In other words, I am not afraid of challenge or change. I don’t back down. It takes guts to survive in the Protocol arena. You must be highly independent yet able to take direction, strong as an oak tree yet able to sway like a willow, capable of entering a room with a confident stride and exit that room with a sense of purpose. You must be thick skinned with a polished appearance. You need an image, a style, a look. You must dress for success, learn to accessorize and become a Protocol “fashionista”. The basic NATO wardrobe is a uniform or business suit. Your number one accessory is the military cover or civilian hat you choose to wear. It is logical to assume my dress code reflects my American culture. At NATO, this is referred to as “wearing my U.S. hat”. But this is where it gets interesting and complicated. At NATO, all member nations (28) and partner nations (22) are considered equal. Therefore, I must hang up my U.S. hat for a NATO hat. The design is unique, the fabric is delicate, a plush and intricate weave of rich and royal cultural hues. No one colour, texture or design may outweigh the other. This hat can be your greatest accessory or your biggest wardrobe malfunction. You need to know how to wear it properly. The Protocol School of Washington is this fashionista’s ultimate Designer Dream Team. They understand every fabric of Protocol and etiquette. I am confident they will help each of us create or own “line of success” on the Protocol and Etiquette runway. Remember that feeling of wanting something so badly you can taste it? The Protocol School of Washington is a recipe book of success. I can taste a dash of excitement, a smattering of confidence and a heaping dose of anticipation. It would be my honour and privilege to attend this school and I am grateful for this extraordinary opportunity.

Recently I read a quote that stated "chivalry was not dead, it simply followed lady-likeness out the door." I understand that etiquette and protocol intelligence are more than a set of rules to show good manners. It is a way of communicating with others on level that we all want to be known at... who we are. This is professionally, culturally, ethnically. Living in a world that is very technologically advance has made so many things possible in the way people communicate and interact with one another. For all its great leaps forward in keeping people connected, one of the main things lost is the art of etiquette, and the understanding of proper protocol in various social situations. I have a desire to learn etiquette and protocol intelligence so that I may teach others its importance. Understanding people, what they value, and treating that with respect is a level of accomplishment all should aspire to achieve. To train with the Protocol School of Washington would be a great privilege. Such an opportunity I do not take lightly. With a worldwide reputation for excellence, to receive certification in Etiquette and Protocol Intelligence would be and honor.

Since childhood I gave been charmed with the idea of order, respect, the proper way of doing things, consideration toward others and the correct way to communicate in all circumstances. The search for answers to those questions has been a life- long adventure and commitment for me.  It has been an illusion, a dream to be pursued and a career decision for life. In such a pursuit I went to Spain to study Protocol and received a masters degree.  Obtaining the degree and beginning to work directly in the areas of etiquette and protocol have just sparked what has been the illusion of my life. I want more and I know that there is a lot more to learn and, as a consequence, much more to give to others.  This is my commitment and my illusion.  It would be an honor an honor for me to be given the opportunity to study at The Protocol School of Washington.  Receiving a complimentary tuition would certainly allow me to fulfill such a dream.

What’s an opportunity of a lifetime? Answer: to train and learn at the Protocol School of Washington. With unequaled learning anywhere in the world on international protocol, cross-cultural awareness, business etiquette, and image training, here’s where I want to develop myself to the highest degree in protocol and etiquette. My desire to become a fully-rounded professional, in this area, can become a reality with this type of distinct training, skill acquisition and experience. For as long as I can remember, even as a small town boy in rural Arizona, serving in the role of protocol, guest management and VIP relations has been intrinsic to who I am both personally and professionally. No matter where I have traveled in the world, Vietnam, Mexico, Israel, or Washington, DC, to witness formality and protocol captivated me. I want to be a part of that! Developing and refining etiquette and protocol intelligence will augment and prepare me for success in the management of procedures and behaviors related to professional and social settings.

doyin lukanmbi

We live in a nation of lost souls. Being kind to our fellow man is no longer as important to us, as it was in years past. Today, "reality" television has taken over, and people tend to idolize individuals who blatantly display rude and crass behavior. It is my goal and desire to turn people toward a more kind and gentle way of being. Etiquette and protocol intelligence is valuable to me, because I believe, it taught, reinforced, and displayed, we will return to more civilized ways. Those who are enlightened will be stellar examples to those who are not. "Each one - Teach one." The above traits are important in social settings, and business settings. Being polite, and well versed in protocol, will set individuals on the right path to success in our society. Michelle E. Donatto The Southern Etiquette Society

The University of Maryland, Baltimore is the region’s premier institution educating physicians, dentists, pharmacists, nurses, lawyers and social workers . Our global influence has grown tremendously in recent years, and as a result, I have assumed the additional role of executive director of protocol and special events. The University welcomes international researchers, educators and students and the function of my new position is to ensure they are made to feel welcome and comfortable during their stay. These sometimes lengthy visits are designed to enable our visitors to work hand in hand with colleagues from around the world in an effort to find solutions to scientific and social problems affecting the world in which we live. The course Train to be a Corporate Etiquette and International Protocol Consultant will greatly enhance my knowledge of international protocols and will enable me to perform my job more effectively and expand the University’s reach even further.