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Interview Transcription
Morris: Welcome to CreateGrowProfit: Coaching Stories. I am Morris from creategrowprofit.com and today I am speaking to Don Gleason. Don is a career transition coach and he believes that everybody has the right to live their best life. Don, I love that mission statement. Thank you for being here today. Where are you calling in from?
Don: Oh thank you, Morris. I appreciate the opportunity. San Antonio Texas, it’s already way too hot.
Morris: Yeah I was I was just going to ask.
Don: Yeah I think the other day it was 47 Celsius. We had a heat index of 117 Fahrenheit.
Morris: 47 beginning of June.
Don: That’s heat index. Now so it was about 41 temperature.
Morris: Yeah not much less crazy.
Don: That’s still too hot. Yeah.
Morris: Don when did you start being a coach or when did you start calling yourself a coach officially?
Don: Yeah and those are almost two different questions right? It’s kind of neat so when did I start calling myself a coach? It was the fall of 2014 when I saw on Facebook on Thanksgiving Day, end of November. A post from the John Maxwell team talking about recruiting coaches and getting certified and I said ah why not, let’s see. And I had been interested in leadership for many many years when I go back through my military career right.
I got in as an environmental guy but I quickly got promoted into leadership positions and I started to really connect with people and build relationships and then through that right you’re always mentoring and you’re coaching even though you don’t call it that right. You’re just supervising but you’re asking questions and trying to get people to think about where they want to go so you can help them get there.
When I was a squadron commander, I had a lot of people come to me and say I wanted to be an officer in the Air Force. So we sat and we talked and what is the reason you want to do that, what do you want to do? So you’re coaching right but you didn’t call yourself that. So all of a sudden 2014, five years after I had retired from the military, I was in a corporate job and I just didn’t see that lasting forever.
So I said on that Saturday, two days after Thanksgiving, the program coordinator called me up and said, hey do you got a minute can we talk? I said I’m not walking so I got an hour if you want to talk. So we ended up talking about 40 minutes and it just seemed very interesting. So when I joined, I think it was Christmas Eve. I joined, and it was about eight months later when I got certified down at their IMC (International Maxwell Certification), down in Florida, Orlando. And it is just a fantastic environment, a fantastic group of people. So then, I just continued to grow into their program and you know complete the coaching certification.
They certify you out of the event but you really need to go back and it was at that time, it was like a 45 lesson course to go through and really understand what coaching is and the process and how you conduct it and you got to see people doing coaching lessons and at that point, I started calling myself a coach. Yeah, it was so amazing.
Morris: You mentioned, right like what really coaching is and how the process works, so now after yeah 10 years experience yourself right coaching as a certified coach, how would you describe coaching? How do you see the coaching process as the most effective?
Don: Yeah you know that’s the hardest thing too because I’ve gotten into some conversations where different people agree, disagree, right? What’s a counselor? What’s a therapist? What’s a mentor? What’s a coach, right? You almost can’t define one without discussing them but a coach is one who asks questions to help you, think inside yourself, to figure out how to get from where you’re at to where you want to be and the premise is really, you already know the answer.
You know where you want to go, you know what you need to do but there’s something in the way, it could be fear, it could be you know I’m going through the book with Brené Brown right now. There greatly she talks a lot about what holds us back from being vulnerable is shame and fear and how everybody suffers through that. And she gives a bunch of her examples how she’s gone through it and we’re actually studying in a leadership program that I help organize and run and it’s very interesting when you think about all the things that hold you back, right?
The fear of success, the fear of failure. There are eight different fears I couldn’t name them all off my head but eight different fears that we go through and we face. So a coach helps you identify it, get past it and move forward where a mentor is really one who just they tell you what they’ve done or what they’ve seen done right? So you’re giving you advice but they’re not always really asking questions.
Now, some mentors ask questions so they almost move into the coaching realm then they come back into mentor and that’s not uncommon for some coaches. I know some coaches like to tell people what to do so they will at some point tell you the what they think the answer is but that’s actually a disservice in the coaching realm because you know when I’m talking to you, Morris about hey how do I get from A to B. If I’m telling you I’m not really coaching you, I need to help you uncover what it is you want to do and how you want to do it because when you come up with the answer you’re going to be that much more committed to it and I think that’s so true so that’s what it means to me.
Morris: Yeah I agree and sometimes it’s difficult because we believe we see what the person needs to do or we believe we’ve got it figured out but I think the key word that you said is the commitment. If the other person comes up with it themselves, the commitment is usually much higher. So what kind of people do you work with today?
Don: So I’ve worked with a lot of different people across the realm. The career transition coach has been a focus for about four years now purposefully. Before that, we did a course one night at an Alamo project is a project management institute meeting and we were talking about, I guess actually resumés and stuff and one of those young ladies called me up and said’ hey would you be interested in coaching me?
Sure and we’ve done a couple different stints and she’s now a government employee in the in the US and moving up very well. So it’s been great I was at a conference. Just over a year ago in San Antonio and I was working with one guy volunteering and we started talking. He goes, I think I could use some of your service. He was making about 50,000 a year. His goal was to be making 180 and within about nine months we got him up to 150 moving into 160. So he tripled his income. So a fantastic story right?
And along that way, he’s dealing with, you know, he’s divorced and his relationship with his kids and how that’s holding him back from stepping into the job right. We talk about the fears and the hindrances and the resistance and the shame. So walking him through all of those things, to get to the point where he feels worthy of the $160,000 job.
I actually helped a young man I met through Linkedin. The kid just impressed, the heck out of me, he was still in high school but he wanted to join the John Maxwell team and he wanted to be a coach and really a speaker and he was already speaking on stages. He was already doing videos on LinkedIn and Facebook and he was doing the stuff I was doing and I’m like 50 years old, 40 years older than him.
Like wow! So I was just really impressed and he actually had me talk to his dad at one point because wanted to make sure that you know the dad wanted to make sure I wasn’t selling you know trying to pray on this kid. I said, hey yeah you know let’s do. So we talked through it and I introduced dad to another coach just so he got different experiences.
We advanced him on studying. He was struggling in his studies. He was a really good student but he was just struggling when he got to college. We talked through goals and processes and you know discipline and distractions and so a lot of different ways, I’ve helped people.
We started a nonprofit recognizing that I’d helped a lot of people in career transition and about March of 2024, we started a nonprofit and I started coaching people directly on career transition because a lot of I did 27 years in the Air Force and a lot of people coming out of the service don’t really know what they want to do and there are a lot of things that tie into.
Here’s a a terrifying statistic, 22 military in the US services are committing suicide every day, military veterans. So people are already out you could have got in for four years or you retired, you know. Now you’re out and they say that 22 they’ve been measuring it, 22 a day are still committing. There’s a lot of money going into to try to reduce that and they say that career transition is the number one reason.
Number one ideation and it’s never they’ve never done it before, they’ve never had to apply for a job in whatever years. They were in the service and they don’t understand it and they struggle with the mission right? I lose my mission. I lose my identity right because I’m a staff shant, I’m a major, I’m a colonel, whatever. And we get so wrapped up in that identity.
Now, we come out and we’re calling everybody by first name. They call us by first name. There’s a, you have to earn respect instead of just having respect so there’s so many things that are different and helping people really understand that transition. I don’t know how, I had a better perspective of that maybe it was because my dad and I talked a lot about that and he had his PhD, he came out of Korea when he’s got his bachelor.
His Masters, his Doctorate but he would never let anybody use that doctorate title unless it was official business. My father-in-law wanted to put that on the marriage announcement and he said absolutely not and the father-in-law went over and said but Bill, you earned this man. You got a doctorate. He goes, I got that and professionally that’s my identity. Personally, that’s not me. I’m just Bill.
And I thought and then that has stayed with me. I was going to say pervaded me but I’m not sure that’s the right word but it stayed with me just that perspective of who am I. I’m not Colonel Don Gleason that I retired from the Air Force. I’m Don Gleason and I really enjoyed that when I got out of the service. The first company I went to on to put Donald and I said no I’m Don, oh well we always use full name. I said yeah but I want you to use just Don right. I want to be Don and I did that purposely and it was so much fun.
Morris: Don, so many fascinating stories. Thank you for sharing all of them.
Don: Sometimes, I have too many stories.
Morris: No but that’s why right? I think we learn the most from stories like that. Yeah they’re hands-on. There’s there’s so much generic advice that we can already find online and get from Chat GPT.
Don: And that’s if I can that’s one thing I really try to work with people on in their career transition is telling that story. It’s easy to say I have a master’s degree, have a certification. I’ve held these positions right I’ve been design engineer or construction manager or whatnot but what’s the story of the problem that you faced and how did you overcome it?
How did you solve it? How did you work with other people and the key thing was the result right? It’s not that just you completed the project and made things better but how much better? What was the problem before right? You think about a movie, I’m a big follower of Donald Miller and his story brand framework and every movie and every book right you tell meet the person, you find out their challenge. The guide comes in and helps them right and they move forward and they solve the problem so the audience is already primed to.
If I’m working with you, Morris, it’s like so what was the problem that you faced, right? So when you tell me the problem now, I’m connected and I want to hear how you solved it. But if you don’t engage me that way, I’m not as engaged and it doesn’t mean the same thing. So I’m really trying to bring storytelling into the career transition.
Morris: What is one of your favorite stories in your the beginning and growth of your coaching business?
Don: Oh that’s a great one! So I was talking to an Air Force weatherman. He had been prior enlisted in the service. Got his commission and now, he was a major. He’s getting ready to retire and I started talking to him and I said what do you want to do and he goes, well, I know what I don’t want to do. I said what’s that? He goes, well, I do not want to be a weatherman on TV. I don’t want to be on the Weather Channel. I don’t want to be on the local news. That just doesn’t excite me. I said, well, let’s dwell in what does excite you and he goes the thing that what.
So we went through jobs he had and stuff and he said the one job that really excited him was when he was the meteorological support to the oil spill Horizon disaster in the Gulf of Mexico. If you remember back we had a huge oil spill and it was washing up on the shores and killing wildlife and all kinds of stuff and there was a three star general. So this guy, my friend was the representative for weather into that disaster so he wanted to use weather, not just tell people how hot it’s going to be and wear sunscreen and all that kind of stuff but how do we use the weather patterns and thus the wind and thus the waves that would move the oil in different directions so we can predict where it’s going and set up buoys or whatever to try to stop it or tell people it’s coming or whatever.
In fact, they started to realize that there was a layer underneath the water like 50 feet down. I don’t know if that’s the right number but 50 feet down and there was an oil layer down there. You couldn’t actually see on the surface but it was sitting down between the thermals and the water.
Anyway, we started working together and we connected him and he’s now a GS14 government employee at the Department of Homeland Security working in the FEMA, the Federal Emergency Management Agency doing exactly that bringing weather to the natural disaster incidents and helping people protect themselves as well kind of like a weatherman but protecting. But really more in the recovery you know so that just to me. It was he’s like one of the best cases that I’ve had you know best testimonies.
Morris: Yeah that is such a great story and I wasn’t even aware you know how many applications identifying weather pattern has.
Don: Yeah there’s such. I actually was interested in weather. I did my ninth grade biology project on weather. I mapped out every day where the high pressure, low pressure you know the cold fronts, the warm fronts. What was happening mapped all that out for like six months and then I went through and did a report on all the things I had learned about weather and that really lit me up for I was surprised. I didn’t actually go into meteorology but I was more interested in the cleanup of contaminated waters and stuff so that’s where I went.
Morris: I have one follow-up question regarding your stories, you’ve already shared so many exciting success stories, how do you feel about the idea that you know not everybody is coachable in a sense how much of the success do you attribute to picking the right people to work with in the first place?
Don: A big part. Everybody is not coachable and it goes back to those pieces of what’s happened in their life before. I’m actually talking not officially coaching but I’m talking with and may coach this gentleman. He actually wants me to coach him but he’s in Nigeria and he’s published a book and he wants to get that book. He’s written a book. He wants to publish it and get it out there right and he’s asking people for money and I’m helping him connect with people to make that conversation and to grow his audience so that he can reach out and there’s always the pushback of, I don’t know enough people. I don’t have any money right?
I’m not like you, you know we’re in Africa. We’re in Nigeria. We’re not like the US and it’s all these limiting beliefs that are holding him back from moving forward and I just slowly asking him questions and giving him opportunities. He got on the rise to Greater Heights Summit, is a young lady from Africa who now lives in Canada and every Friday she has about three to four speakers. I was there about a month ago and you get 15 minutes to talk. Then they have some Q&A and I got him on there last week and I started opening up his eyes to an opportunity.
I said, now, we can do that just like this podcast right? We can just podcast around the world. I can get you on podcasts around the world to start telling your story, to open your audience and then we got to think about the other pieces. That is how people connect with you when they get you. Get them on their email list and you start talking to them right. But it’s been a journey of four or five months to get him thinking through that. So yeah coachable and teachable is very important.
When we did the military transition nonprofit that was our first interview, all these, are they coachable and teachable? Will they take advice? Will they take action? We had a number of people who just always gave us the reasons why they couldn’t. There was a good quote yesterday. I was listening to Craig Rochelle, who is a pastor. In his2 podcast he was talking to another pastor and then the second Pastor made the statement, he says if you spend all your time fighting for your beliefs you’re going to get to keep them but wouldn’t it be better to overcome your beliefs, and see a greater potential and move to the life that you really want. And I thought that’s exactly right so that’s what coaching is, helping people get past those limiting beliefs to see what the potential they have is all about.
Morris: Yeah thank you for giving such a good answer, Don. Speaking about clients you know working with the right clients, how did you find your first batch of clients?
Don: It’s really been just getting out everywhere and talking. Some of my first clients were friends. I went out and they started to see me on Facebook, in LinkedIn. I started talking to people when we went to. We have a group here in San Antonio called Gears and Beers. So it’s the Air Force civil engineer community that are here in San Antonio and we go to a different Brewery once a month and we just sit and talk and not everybody’s the same people that go so you get to see different people and it’s through that.
And another organization called the Sam Society of American, military engineers. I see some of that same group there so they start to know that I’m coaching and they connect me with other people or they ask if I could help them. I’ve had friends from actually was in my wedding, we reached back you know she was a CEO of a company that she kind of got pushed into because her husband started the company then he got into a bad accident and he had to step away. So she took it on for 30-some years.
Well, she’s an artist. She wants to paint and she’s because, I’m 65 she’s like 63 you know, you start to see the end of your life coming. It’s like I haven’t done the thing that I really want to do like we said give, leave your best life so we walk through how she could step away from the business and move into her own business and it was so rewarding to help friends.
So friends, acquaintances and then I just started going to chamber meetings and to Rotary groups and to project management meetings and just sitting, meeting people and talking to people and just pick them up in different places.
Morris: Wow! Sounds like in-person networking was your first marketing strategy.
Don: Definitely. You summed it up very well.
Morris: And I’m really curious when you, I mean, you also mentioned posting on Facebook and Linkedin, how did you present yourself like was it were you very clear on hey I’m coaching now and you know I can help you with this and this or how did you introduce yourself and present yourself?
Don: I’m always talking about challenges. It’s not a sales pitch. I’m trying not to be a sales pitch guy. I mean once a week or so I will put a post out and say, hey have you ever gone through this challenge and we talk a little bit about it. I said if you ever need some help, I’m Don Gleason and I’m a coach and I would love to help you just disconnect back to me.
So I try to do that about once a week but otherwise, it’s just really adding value, right? I’ve been on a podcast about movies a couple of weeks ago and I’ve been trying, we were supposed to do it, recording last night he’s out in New Zealand but we’ve tried three times and his family kept getting sick or last week it was a major storm knocked out all the power so we’ve tried three times. We haven’t been able to make it work so we’re still going to make it work but it’s about picking a movie and why is that movie important to you.
So I put it on social media so what is it about movies that interest you I said because there’s a whole bunch of movies that I’m just not interested in and the question is why like my friends are always talking about it and stuff but I just have no interest right? And there’s one that I watch that they have no interest in. What is it that drives that I think it’s truly our beliefs and our feelings about different things right?
You go to the conscious mind and the subconscious mind and in the subconscious mind is all your beliefs and all your resistance and all those things that shape your thoughts and your actions and thus your results so tying, tapping into what are really my beliefs. We go through life without really doing that. That’s again a great part of coaching, right?
We make people through questions. Let me say that again we invite people through our questions to dwell in their subconscious mind and understand what’s advancing them or holding them back. A perfect example is my coach, this is five years ago, she asked me the question, and we were talking about money and time it was really about time and I mow my own yard. Do a lot of my own yard work. I maintain cars. I do cleaning around the house. Do a lot of things.
She says, why don’t you hire that out? Why don’t you hire a yard boy or know take it to the garage cars to the garage and stuff? I said, well I really enjoy it. So how much to think about that this week so I went out walking and I thought oh I’ll think about that for 20 minutes that should be easy. An hour and a half later I’m still thinking about it. How my dad influenced me, how my brothers influenced me, how my friends influenced me, right? How did that become my belief? How is that impacting me you know? Is it really, do I really enjoy it or have I convinced myself I enjoy it right?
And is that the best use of my time? Why? And part of the reason, I do my own yard work is because on Saturday, I get to go out and mow and that’s how I get 10,000 steps on Saturday. I’m trying to get 10,000 steps a day because I have bad knees and if I do 10,000 steps a day, it keeps them lubricated and the pain is less. So it’s part of what I do. I’m either going to go to the gym while somebody else maintains my yard or I can maintain my yard and I get a certain pleasure out of it, of seeing it.
I’ve had a whole bunch of grass problems in the front yard and I’ve almost got it now looking really good and there’s a certain satisfaction every time I drive out the driveway. It’s like I did that yeah so there’s fun to it but you can’t do everything. So you gotta figure out what you can do.
Morris: Yeah. I resonate with that some of those feelings are priceless but that level of satisfaction. I really want to quote you on something you just shared, Am I doing it because I enjoy it or have I convinced myself that I should be enjoying it? That question, I can imagine when you ask clients that question that will open up deep rabbit holes on certain topics especially when we consider our bigger mission for life, right?
And how many things, which things have we convinced ourselves that we should be enjoying but in reality, those things are stopping us from achieving the bigger overall missions or dreams?
Don: That’s right. That’s too often.
Morris: Oh really? Do you discover that this happens often?
Don: Oh yeah! We’re all going through stuff. Somebody commented on one of the books I think it was Brené Brown’s book none of us escape adolescence, no, it was Darren Hardy, none of us escape adolescence without being impacted by our parents or neighbors in some way right? If you truly believe that your parents did the best they could right? They had a certain lack of abilities in some way, right? They had things that were going through. My dad went through Korea right and he suppressed a lot of things and the military had a certain way of leading his kids and it was more directive, there wasn’t always good communication and so did we pick that up and start working our kids that way? Yeah.
So how do we recognize that? My wife and I’ve talked a number of times about, hey you’re kind of acting like your dad in this place. I want to present to you another option right and so we stop and we talk about it. I said yeah I think I like that better. I can imagine that definitely takes a highly coachable personality to receive that feedback. Yeah, that’s every time she says that you’re acting like your father, I get very defensive yeah because I loved him right not to say had the best relationship but we did good better than most not as good as some right but I learned to respect him. How about yourself, where do you get your clients from?
Morris: Mostly from social media and then using my content on social media to do the same thing you do. Starting up a conversation but I like to post content and then people who engage with my content regularly or often or write a comment then I reach out and I just try to have a conversation with them.
Don: Here’s an interesting point, you’ll go through and this is for the new guys right like your audience, you’ll start posting on social media, posting on social media, posting on social media and you get like no response and you get discouraged. A year ago, at this conference where I picked up this other client, the first day we finished the big session and we started going to the breakout sessions, and some of my peers that I’m working with senior leaders in the military still.
And I start walking down the hall with them and they say, Don, I love the stuff you’re doing on social media. I love the questions. You make me think. I said but you’ve never, from what I can tell, you haven’t liked it, you haven’t shared it, you haven’t commented on it and he’s like, no no no I don’t do that. I don’t do that at all but I’m watching. Person after person after person after person and now because they’re watching I start getting referrals, hey, Bob, Jane whatever said, I need to connect with you because what you’re doing on social media, what you’re doing in career transition, can we talk? Yeah you bet, we can right so you just never know who’s watching you especially on social media.
Morris: Oh Don thank you so much for bringing that up. I mean, I’ve had posts that I thought failed but then because of that post somebody booked a call with me and on the call when I asked how did you find out about me it was that post that I believed was a failure. That was the reason they wanted to talk to me and yeah there are so many examples to support your experience. It’s exactly like that especially I think you know when we think about which people we want to work with in a sense we want to work with people who are ready for change, action takers right?
We talked about being highly coachable and my experience so far is that those personalities they’re not the ones you know engaging on social media. They’re busy building something, they’re busy improving their life. They’re not liking and commenting and following and posting emojis and all that stuff.
Don: Yeah so I’m trying another strategy over the next six months which is webinars. I’ve got a list of a lot of people off about 3500 people off at LinkedIn. I’m growing that to 4,000 and I start sending out through a marketing system advertisements for a monthly webinar. I just did one this week on becoming a person of influence John Maxwell’s book and using that material I’m going to do one.
I can’t think of the next. Now that I say it. I can’t remember the next title but I’m doing one on goals. This goal setting and I’m just trying to see what people are interested in. I did one a year ago on put your dream to the test, is your dream really your dream right? So I’m I’m trying to grow that email list now like out of the 3500 people, I’ve probably had 700 people already to say nope unsubscribe okay you’re not my audience. I don’t worry about it. I move forward right but there’s still 2500 and through that Marketing System, I can send them a note happy Mother’s Day, Happy Father’s Day, Happy Memorial Day, Fourth of July day coming up and I get a lot of handfuls.
I shouldn’t say a lot, I get a handful of folks who will write me back a note say hey thanks for that. I had one guy what was that I did one month and a half ago like maybe an impostor syndrome. He caught me at a session that morning, we were helping some military in their transition. He pulled me aside and he said I want to tell you what an impact your email this morning had on me. I’m like really so you’re impacting people when you don’t even know it.
Morris: Yeah that is so true. Don, that is very inspiring to hear from you. Now, when you look back to your you know your journey as a coach building your business, your practice, what is the number one advice you would give to starting coaches to you know get clients sooner and easier?
Don: You know you’re going to hear this a lot and we all naturally resist it and you just have to do it. Figure out who your clients are. What problem do you solve and why right? So when I first got certified, I wanted to teach leadership to architect-engineer construction firms right? And I got no, no advancement on that. I wasn’t getting any clients. I wasn’t even getting it, nobody was talking to me about it and I was like that’s what I really want to do, why doesn’t this work?
But what really resonated was me helping the military, particularly in that transition so I was at a conference, I went out to the pool and I said, I’m going to sit here until I figure out which audience and I started praying and thinking and just started. I didn’t really walk away with a clear answer except I’m going to pay attention and God kept giving me more and more opportunities in the career transition space. Give me more clients in that space.
I think I’m hearing something, ever watched the movie Back to the Future? McFly! I think I’m hearing something so I started moving in that direction, and it just took off. So the one piece of advice is to really understand who, what message you have, what’s in your side of you or what’s that passion, who’s listening and what problem are you solving for them and where can you find them and then move in that direction and do the work with a business plan and all those different things to figure out what you need to do.
Too often we just jump in and just say I’m a coach who wants to be coached and most of them are like, no right? Again, limiting beliefs right? And most of us think of a coach as that person on the sidelines on a football game or a baseball game or hockey and that I have to be the expert in what area whatever area somebody’s in medical but you can’t coach me because you’re not in medical. You can’t coach me because you’re not in Human Resources. I’m not going to coach you on the technical aspects you know that. I’m going to coach you on how you’re employing that how you’re advancing in that, oh okay. So I think that’s the biggest thing is you got to go back to do that work upfront. I didn’t and I had to go back to it.
Morris: And now you can help others do it faster, that’s the beauty of. Don, I feel like this is almost turning into a really really good marketing master class for coaches thank you so much for being absolutely transparent about your strategies, and the things that worked for you, People listening to this, how can they reach out to you? What is the best next step?
Don: I am ready to launch a new website so that’s maybe not the best way but LinkedIn. I’m the only Don with a middle initial L for Leonard Gleason, so Don L. Gleason and you’ll see a career transition coach and just ask him to connect with me on a message and say, hey I met you here on with Morris on that podcast and I would love to have a conversation with you.
I always try to connect with folks and if they want to talk a little bit about it, hey I’m struggling in this area of career transition, hey let’s just get on and have a complimentary phone call and see if I can help you. I guarantee I will give you something in that call that will help you and if we decide to move forward and work together that’s great. If not hey at least, I helped you. That’s where I’m at in life. I want to help people.
Morris: Don, that’s beautiful. I will put the link to your LinkedIn account below this episode. Thank you so much for your time. Thank you for coming here and sharing all of this, Don.
Don: Thanks for the opportunity really appreciate it. Appreciate what you’re doing.
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