The landscape of leading organizations is changing, and more companies are turning to coaches to increase their effectiveness and sustainability. To meet that demand, our Certificate in Executive Coaching takes an innovative approach to developing the skills students need to improve the performance and satisfaction of individuals and teams to achieve organizational goals.
But if you’re ready, hypnosis can be a powerful tool. A classic hypnosis study looked at the use of hypnotherapy for a range of conditions. The study found that hypnotherapy takes an average of just six hypnotherapy sessions to make long-lasting change, while psychoanalysis takes 600. Plus, hypnosis was highly effective; after 6 sessions 93 percent of participants, while the psychoanalysis group had just a 38 percent recovery rate.
Elite athletes, dancers and singers all have coaches. It would be inconceivable to expect a person to go it alone in professions like those without one. They require consistently high performance and support. The business world is no different. Executives interact in an equally demanding environment leading people in today’s complex, competitive global marketplace. Therefore, being offered a professional coach is often seen as a perk on most jobs; it’s a sign that an organization is investing in a leaders’ success.
Cancer, a very common and sometimes fatal cause of unexplained (idiopathic) weight loss. About one-third of unintentional weight loss cases are secondary to malignancy. Cancers to suspect in patients with unexplained weight loss include gastrointestinal, prostate, hepatobiliary (hepatocellular carcinoma, pancreatic cancer), ovarian, hematologic or lung malignancies.
Weight loss, in the context of medicine, health, or physical fitness, refers to a reduction of the total body mass, due to a mean loss of fluid, body fat or adipose tissue or lean mass, namely bone mineral deposits, muscle, tendon, and other connective tissue. Weight loss can either occur unintentionally due to malnourishment or an underlying disease or arise from a conscious effort to improve an actual or perceived overweight or obese state. "Unexplained" weight loss that is not caused by reduction in calorific intake or exercise is called cachexia and may be a symptom of a serious medical condition. Intentional weight loss is commonly referred to as slimming.
Normally, this is for three months or less. The focus of the work is to identify and prioritize developmental needs.  This work is usually done in conjunction with the executive and the executive’s supervisor or HR. Interviews are conducted and a developmental plan is created with the client. This coaching jump-starts the plan with a quick transition to client independence with the supervisor and HR support for continued progress. This coaching is described more as a three-way partnership between the executive, the coach, and the organization, in which all involved agree on specific goals and parameters. Issues discussed in a coaching session however, outside of the set parameters, are considered “personal and confidential”.

Motivation, concentration and focus, as well as overall mental health, are considered vital components in a winning athletes training. As the mental component in sport is such an important factor, psychology is assuming an increasingly important role in the field. It’s believed that the difference between a sports person with strong psychological training and a sports person without this could mean the difference between first and second place.
The coach is accountable to the client (the individual being coached), the client’s direct manager, and human resources (if applicable, as HR is not always involved in the process). The single most important element of the coaching is confidentiality between coach and client. A coach should never reveal the content of their coaching conversations to the client’s manager or any other party without the client’s prior consent. The coach may, at times, facilitate three-way conversations between the coach, client, and the client’s manager.
Changing the way you think and act is tough even when you have support from others. But when key leaders above or beside you are indifferent, skeptical or hostile to changes you're trying to make, things get exponentially more difficult. Coaching works best when key people in the executive's world stand solidly behind her. They need to provide tailwinds, not headwinds. Coaching relationships in a vacuum of support fall apart before any goals are achieved.
Her boss presumed Mansfield was having an assertiveness problem, so he hired a coach from a consulting firm that specialized in behavioral treatments to work with her. The coach assumed that Mansfield needed to learn to set limits, to constructively criticize her subordinates, and to avoid the trap of doing other people’s work for them. Within two months of what her coach deemed successful training, Mansfield began to lose weight, grow irritable, and display signs of exhaustion. At the time, I happened to be coaching the software company’s COO, and he asked me to talk to her. It didn’t take long to see how assertiveness training had unearthed a problem Mansfield had managed to keep under wraps for years.
"As a licensed psychologist, I offer counseling services for children, adolescents, and adults. Specializing in Sport Psychology, I am a Certified Mental Performance Consultant by the Association for Applied Sport Psychology and a registered Sport Psychologist with the U.S. Olympic Committee. My passion is helping children, adolescents and adults achieve well-being, balance, and peak performance by empowering them with skills to handle stressors in life and pressures of competition. I provide traditional counseling and sport psychology services to youth athletes, adolescents, and adults. I offer appointments in my office or by video conference online."

A lot has been written about how the future of work will focus on artificial intelligence, robotics, machine learning, etc. Some describe a future where most of the work still done by human beings will require strong interpersonal skills and emotional intelligence. Since organizations will be placing a premium on those skills, it's very likely that executive coaching will be in high demand and focus even more on those types of skills than today. - Kathy Bernhard, KFB Leadership Solutions
Sports have always been a big part of my life and culture, so it is a great fit for me personally to be involved in a profession that allows me to make an impact in areas for which I have a true passion. I also enjoy the fact that I am able to address both performance enhancement and mental skills training while still being able to offer assistance to athletes and performers who are stuck, or are experiencing issues that hinder their performance or life satisfaction. Additionally, compared to other branches of psychology, sports psychology utilizes many techniques and interventions that require very active participation from both the psychologist and the client. That is another factor that is very fitting with my approach.
Griffith began offering the first course in sports psychology in 1923, and later published the first book on the subject titled The Psychology of Coaching (1926). Unfortunately, Griffith’s lab was closed in 1932 due to lack of funds. After the lab was shut down, there was very little research on sports psychology until the subject experienced a revival of interest during the 1960s.
My misgivings about executive coaching are not a clarion call for psychotherapy or psychoanalysis. Psychoanalysis, in particular, does not—and never will—suit everybody. Nor is it up to corporate leaders to ensure that all employees deal with their personal demons. My goal, as someone with a doctorate in psychology who also serves as an executive coach, is to heighten awareness of the difference between a “problem executive” who can be trained to function effectively and an “executive with a problem” who can best be helped by psychotherapy.
My weight had been an issue my whole life. I was always the chubby kid, always taller and bigger than my peers. Because of that, I was uncomfortable and depressed. I remember gym class in particular, because I was slower than all the other kids. It was an especially difficult time for me because it’s where I experienced the most bullying. When I was 18, the summer I had just graduated from high school, I lost all my friends. I was miserable, alone, depressed, and suicidal. It was after a failed suicide attempt that I realized I didn’t want to live my life like this anymore. I wanted to be comfortable and confident in my own skin.
Americans are snacking more than ever, so making smart snacking choices are key to achieving your weight loss goals. Aim for snacks that satisfy by choosing foods that provide a mix of protein and fiber, stabilizing blood sugar levels and keeping hunger at bay. An apple and almond butter, a plain yogurt with berries, or high-fiber crispbread crackers and hummus can all be smart snacking options. For example, two Wasa Flax Seed crispbread crackers combined with two tablespoons of hummus provide 4 grams of protein and 4 grams of fiber for staying power. For an added boost, add a few teaspoons of hot sauce. Research shows spicy foods may help speed up metabolism and curb appetite.

ABSP certification requires a doctorate degree, plus either a license to practice or a certain amount of research/publications. The ABSP also requires candidates to pass the Board Certified Sports Psychologist Examination, as well as have a certain amount of practical experience, research experience, or outstanding contributions to the sports psychology field.
Dave Elman was a master hypnotherapist, teaching physicians, dentists and psychologists back in the 1950s how to do what they should already have been taught in their training. This book is full of stories, examples and dialogues with clients that demonstrate his ability to work successfully with a stunning array of people. It is truly amazing that it has taken over 50 years since his work in order for hypnosis to begin emerging as the tool for personal transformation that it is. Although the history of hypnosis is much older that that, it has long suffered the indignity of scorn by those who don't understand it, fear it or simply believe it can't really work.

Self-talk refers to the thoughts and words athletes and performers say to themselves, usually in their minds. Self-talk phrases (or cues) are used to direct attention towards a particular thing in order to improve focus or are used alongside other techniques to facilitate their effectiveness.[61] For example, a softball player may think "release point" when at bat to direct her attention to the point where the pitcher releases the ball, while a golfer may say "smooth stroke" before putting to stay relaxed. Research suggests either positive or negative self-talk may improve performance, suggesting the effectiveness of self-talk phrases depends on how the phrase is interpreted by the individual.[62] However, the use of positive self-talk is considered to be more efficacious[63] and is consistent with the associative network theory of Gordon Bower[64] and the self-efficacy tenet within the broader Social Cognitive Theory of Albert Bandura.[65][66] The use of words in sport has been widely utilized. The ability to bombard the unconscious mind with one single positive phrase, is one of the most effective and easy to use psychological skills available to any athlete.
I find it extremely rewarding to be able to make a difference in people’s lives, not just in the quality of their performances, but also in their life satisfaction and overall well-being. When athletes are able to see the fruit of their work in developing performance skills and reducing performance barriers, it is rewarding to have been a part of that process.

Getting licensed is the final step. License requirements differ between states, but most require an applicant to have a PhD or PsyD degree, several years of experience, and a passing score on the Examination for Professional Practice in Psychology (EPPP). Practicing clinical psychologists are required to be licensed, and licensing is ideal although not absolutely required to become a certified sports psychologist.

Hypnotism is such an amorphous concept, that when I asked a couple practitioners what it is, they spent a good portion of the discussion telling me what it is not. Many of us are familiar with the process of hypnosis from the popular brand of hypnotist entertainers, where guests are plucked from nightclub audiences to go embarrass themselves on stage. Or, if not that, then from fictional depictions of a Freudian type smugly waving a stopwatch in front of a patient's face. Those are both big misconceptions, Hall explained while prepping his crowd for the descent into a state of enhanced relaxation.
All successful people eventually hit walls in their careers and personal lives. The skills and traits that once brought them success no longer serve them well under new circumstances. Regardless of whether they are being promoted or have suffered a major professional setback. they need to adapt quickly and pivot into an entirely new role for which they may be woefully unprepared. That new role might involve staying with the same employer, or it might require a major transition to an entirely different line of work.
Water helps you feel full, so you eat less. “Consuming eight to 10 cups of plain water daily can boost weight loss because research shows that thirst can be confused with hunger,” says Misti Gueron, MS, RDN, nutritionist at the Khalili Center. “Many people reach for food because of cravings, low energy or boredom, and these habits can lead to unnecessary weight gain,” she added. In fact, it’s so powerful that one study found that people who drank two cups of water 30 minutes before meals for three months dropped nearly three more pounds than people who didn’t pre-hydrate before mealtime. To help achieve your weight loss goal, try drinking eight ounces of water when you first wake up, carrying a BPA-free water bottle or tracking your water intake on your phone.
I passed this diagnosis along to the executive vice president of human resources, and he concurred. Mansfield’s coaching ceased, and after her boss and I conducted a carefully crafted intervention he agreed to seek outpatient psychotherapy. Several years later, Mansfield was thriving as a manager, and she had developed a more fulfilling personal life.

Most people understand transference as “falling in love” with one’s therapist. While this can be a manifestation, it paints an incomplete picture of the phenomenon. Transference can be positive or negative. Essentially, it is a powerful feeling for someone whose traits mirror those of a significant person—typically a parent—from one’s past. Garvin formed a positive transference toward Nelson (who “saved” his COO). That placed Garvin in the role of an information-dependent child vis-à-vis an expert parent. Garvin relied on his coach to come up with best practices for handling problem executives. CEOs often form these sorts of relationships with their coaches.


As Finkle notes, this doesn't mean that company goals aren't supported by coaching—indeed, the coach was most likely hired by the company to support the executive's efforts to achieve those goals. Even so, the role of the coach is not to represent specific company needs or interests. "The perspectives they provide, the alternatives discussed, and everything else has no agenda except to support the coachee," she says.
Life skills refer to the mental, emotional, behavioral, and social skills and resources developed through sport participation.[34] Research in this area focuses on how life skills are developed and transferred from sports to other areas in life (e.g., from tennis to school) and on program development and implementation.[35] Burnout in sport is typically characterized as having three dimensions: emotional exhaustion, depersonalization, and a reduced sense of accomplishment.[36] Athletes who experience burnout may have different contributing factors, but the more frequent reasons include perfectionism, boredom, injuries, excessive pressure, and overtraining.[37] Burnout is studied in many different athletic populations (e.g., coaches), but it is a major problem in youth sports and contributes to withdrawal from sport. Parenting in youth sport is necessary and critical for young athletes. Research on parenting explores behaviors that contribute to or hinder children’s participation. For example, research suggests children want their parents to provide support and become involved, but not give technical advice unless they are well-versed in the sport.[38] Excessive demands from parents may also contribute to burnout.
These are highly important findings, because empathy, compassion and overall self-awareness are qualities of a developed, mature mind. One that’s resilient to stress, able to manage internal conflicts, experiences interconnection with others, and maintains well-being. And, that therefore stimulates broad perspectives for understanding the problems and unpredictable challenges facing CEOs.

At least in business and executive coaching, I believe we will see more coaches who have strong industry and line experience. As leaders face increasing pressure to deliver results in the short term and create exciting futures for the long term, all while developing leaders, they themselves will require coaches and advisers who can help them think deeply through this range of complex issues. - Rose Cartolari, Rose Cartolari Consulting
Silva then suggested that AASP advance the legal standing of the term "sport psychology consultant" and adopt one educative model for the collegiate and post-graduate training of sport psychology consultants. While the AASP Certified Consultant (CC-AASP) certification provides a legitimate pathway to post-graduate training, it does not legally bar an individual without the CC-AASP credentials from practicing sport psychology. Silva contended that future sport psychology professionals should have degrees in both psychology and the sport sciences and that their training ultimately conclude in the obtainment of a legal title. It was argued this should increase the likelihood of clients receiving competent service as practitioners will have received training in both the "sport" and "psychology" pieces of sport psychology. Silva concluded that AASP and APA work together to create legal protection for the term "sport psychology consultant." Results of the AASP strategic planning committee report will be published in late 2011[needs update] and will continue the discussion and debate over the future of the field.
In 1938, Griffith returned to the sporting world to serve as a sport psychologist consultant for the Chicago Cubs. Hired by Philip Wrigley for $1,500, Griffith examined a range of factors such as: ability, personality, leadership, skill learning, and social psychological factors related to performance.[12] Griffith made rigorous analyses of players while also making suggestions for improving practice effectiveness.[14] Griffith also made several recommendations to Mr. Wrigley, including a "psychology clinic" for managers, coaches, and senior players. Wrigley offered a full-time position as a sport psychologist to Griffith but he declined the offer to focus on his son's high school education.

“You seem like exactly the type of person hypnosis would not work on,” a friend told me when I mentioned I was going to try it, implying I'm too skeptical and set in my ways to be open to something like this. Still, there I was, ready to see what would happen. Hall's voice worked a strange alchemy on me in the library, and I drifted off into what seemed like a state of intense relaxation. I could've fallen asleep easily. I didn't even pull out my phone and refresh Twitter for a whole half hour.
The Capacities-Gap Exercise: List what you believe are your most positive personal strengths, qualities and personality capacities. Describe how each one has become stunted, blocked or deformed in their expression, in daily life. It happens to everyone. For each gap, describe what steps you could commit to taking, to enlarge those capacities and reduce the gaps in your role as a leader as well as in your overall life.
Careers in sports psychology cover a range of areas. Sports psychologists may practice in a hospital, clinic, gym, physical rehabilitation center, high school or university. Some may work in private practice or provide contracted consulting services to clients in other settings. Professionals in this area are often employed as part of a team of specialists, assembled from a variety of disciplines to maximize health and wellness among athletes, coaches, teams, parents of athletes, fitness professionals and more. Whatever the nature of their practice, sports psychologists should possess the following skills and competencies:

Abnormal results can occur in instances where amateurs, who know the fundamentals of hypnosis, entice friends to become their experimental subjects. Their lack of full understanding can lead to immediate consequences, which can linger for some time after the event. If, for example, the amateur plants the suggestion that the subject is being bitten by mosquitoes, the subject would naturally scratch where the bites were perceived. When awakened from the trance, if the amateur forgets to remove the suggestion, the subject will continue the behavior. Left unchecked, the behavior could land the subject in a physician's office in an attempt to stop the itching and scratching cycle. If the physician is astute enough to question the genesis of the behavior and hypnosis is used to remove the suggestion, the subject may experience long-term negative emotional distress and anger upon understanding exactly what happened. The lack of full understanding, complete training, and supervised experience on the part of the amateur places the subject at risk.
Performance Consultants pioneered coaching in business over 30 years ago and continues to lead the field globally, providing executive coaching, leadership development, team development and coaching skills training for leaders and managers around the world. Through coaching interventions and our unique evaluation methods we help individuals focus on current and future achievements in a way that builds awareness of strengths, establishes personal responsibility and results in behaviour change that impacts the bottom-line.
Sports psychology is a combination of several disciplines within psychology and sports science. Aspiring graduates can take various pathways in their education as well as in their career. Employment opportunities in sports psychology may involve counseling/therapy, teaching, coaching, research, and others. While a bachelor's degree in sports psychology (or a double major in psychology and a sports-related subject) may open some employment opportunities, most entry-level and higher jobs in this field require a graduate degree.
Applied sport and exercise psychology consists of instructing athletes, coaches, teams, exercisers, parents, fitness professionals, groups, and other performers on the psychological aspects of their sport or activity. The goal of applied practice is to optimize performance and enjoyment through the use of psychological skills and the use of psychometrics and psychological assessment.[28]
What’s especially compelling about investments in executive coaching is the fact that, when executed properly, there’s an associated ripple effect. A 2013 study by Anthony Grant found that executives who received coaching experienced effects that transferred over into the executives' family life, including heightened work–life balance and improved relationships with family members. It has also been my clients’ experience that for every executive coached, hundreds of others are positively affected, including their manager, their peers, their direct reports, and those employees’ direct reports as well. This extends to hundreds of people, and even more if one counts customers.
Sports psychologists in the U.S. comprise a niche within a broad category that also includes social and forensic psychologists, among other less populated specialties. According to the Bureau of Labor Statistics, sports psychologists are expected to grow in number by 11% nationwide from 2012 to 2022. This category of psychologists can expect to see approximately 1,400 new jobs by 2022, according to BLS projections.

Applied sport and exercise psychology consists of instructing athletes, coaches, teams, exercisers, parents, fitness professionals, groups, and other performers on the psychological aspects of their sport or activity. The goal of applied practice is to optimize performance and enjoyment through the use of psychological skills and the use of psychometrics and psychological assessment.[28]
All of the above may really appeal to you, but then the question comes up about how do you become a sports psychologist? It all begins with an undergraduate degree. This degree is typically in Psychology. However, there are an increasing number of colleges that offer an undergraduate Sports Psychology major--check out the Association for Applied Sports Psychology site page for information. This major combines courses in Psychology with those in Physical Education/Kinesiology. Finally, if you want to become a sports psychologist it is possible to start with a degree in Physical Education/Kinesiology.
Skill using all of the mind's senses (e.g., sight, sound, taste, touch, hearing, kinesthetic/muscular feel) to re-create or create an experience in the mind. Uses include: (a) mental preparation, (b) anxiety control, (c) attention, (d) building self-confidence, (e) learning new skills, and (f) injury recovery. Common components include the evaluation of imagery ability, the establishment of the proper physical and mental setting (i.e., relaxed and quiet), and practice creating vivid and controllable images.
Once the bachelor’s degree is finished, a master’s degree is the next step. This may be specifically in sports psychology, or could be in psychology with a concentration in sports psychology. The final degree is either a PsyD or PhD in sports psychology. Some schools offer joint degrees that combine the master’s and doctoral degrees; a small number offer the doctorate degree to students with only a bachelor’s degree, but this is rare.
The program is delivered in five modules and students do not have to commit to the full degree until the end of Module 3. For Module 1 you can choose one of two options: Coaching for Organization Consultants (click link for more information) or Team Coaching for Consultants. Module 3 enables you to prepare to become an Ashridge Accredited Coach, a popular certification that has been helping coaches to excel since 2002.

Dr. Banks teaches Bush how to calm his anxiety and stress before a game with deep breathing exercises and meditation. He even gives Bush a CD with a guided imagery exercise on it that will take him to his 'happy place' (his cabin in the mountains) for 10 minutes to get into a relaxed mindset. These techniques also help Bush cope with the pressures from family, friends, coaches, and the sports organization of which he is a part.


With an emphasis on quality, we strive to create, develop and produce the best self hypnosis audio programs we possibly can. Our professionally produced, life-enhancing recordings are authored by our team of vocally talented hypnotherapists – and supported by our hugely experienced script writers, who have a combined 75+ years of experience in the field of hypnotherapy.

Rita is the real deal. First, you have to believe it is going to work... then you go see Rita and she will make your dreams come true. I saw Rita for smoking... I had smoked on and off socially since college. Then I picked up the nasty habit full time because all my co-workers were doing it and I thought it relieved stress. Here I was... a 30 year old woman smoking 2-3 packs a week and buying cigarettes when I really shouldn't have been spending my money that way. Not long after I couldn't breath, was hacking up my lungs, and embarrassed of the smell and reputation of being a "smoker"... I tried to quit and after many unsuccessful attempts I thought about hypnosis. It was almost comical but I was willing to do anything to stop this nasty addiction. I found Rita through Yelp and saw her reviews, I was desperate and ready to make a change. The session was 1.5 hours, concise and relaxing. Hypnotism is interesting - its like a nice, comfortable nap but you hear everything and when you wake up you're a changed person. I would give Rita 50 stars if I could..... Her prices are fair. Period. Would you rather spend more money on cigarettes and lifetime of unnecessary medical bills or one flat fee and be smoke free for the rest of your life? Smoking is not attractive and has absolutely zero health benefits.... Smoking is a financial burden. I don't have to tell you this though, if you're reading this you already know. I am smoke free for over a year now and have had zero to desire to smoke since seeing Rita. She's a lovely angel who is truly gifted. Go to her now.... Seriously, call her right now and set up an appointment. You will not regret it. P.S. Works for marijuana too. For all you LA stoners who want to cease and desist of your MJ cravings.... here you go. Thank me later.
Continuing weight loss may deteriorate into wasting, a vaguely defined condition called cachexia.[30] Cachexia differs from starvation in part because it involves a systemic inflammatory response.[30] It is associated with poorer outcomes.[25][30][31] In the advanced stages of progressive disease, metabolism can change so that they lose weight even when they are getting what is normally regarded as adequate nutrition and the body cannot compensate. This leads to a condition called anorexia cachexia syndrome (ACS) and additional nutrition or supplementation is unlikely to help.[27] Symptoms of weight loss from ACS include severe weight loss from muscle rather than body fat, loss of appetite and feeling full after eating small amounts, nausea, anemia, weakness and fatigue.[27]
In some countries, there is no certification or licensing required to be a business or executive coach, and membership of a coaching organization is optional. Further, standards and methods of training coaches can vary widely between coaching organizations. Many business coaches refer to themselves as consultants, a broader business relationship than one which exclusively involves coaching.[18]

A study of 286 smokers compared the effectiveness of hypnosis versus behavioral counseling when both interventions were combined with nicotine patches. At 6 months, 26% of the participants in the hypnosis group were abstinent compared with 18% of the behavioral group. At 12 months, the abstinence rate was 20% for the hypnosis group compared to 14% for the behavioral group. It was concluded that, for long-term quit rates, hypnosis compares favorably to standard behavioral counseling when used with nicotine patches.
Intentional weight loss is the loss of total body mass as a result of efforts to improve fitness and health, or to change appearance through slimming. Weight loss in individuals who are overweight or obese can reduce health risks,[1] increase fitness,[2] and may delay the onset of diabetes.[1] It could reduce pain and increase movement in people with osteoarthritis of the knee.[2] Weight loss can lead to a reduction in hypertension (high blood pressure), however whether this reduces hypertension-related harm is unclear.[1][not in citation given]
"An Spanish speaking Counselor. Licensed Clinical Hypnotherapist with more than 18 years of experience in the Mental Health and Substance Abuse field. I have passion for helping those who are struggling with real life issues thru empowering their personal strengths. I worked with people from different cultures and ages, children, adolescents and adults. Before starting my Private Practice I worked as a Psychologist in Argentina and as Counselor in Mental Health and Substance Abuse Facilities in Texas."
Kwit is inspired by gaming and incorporates game thinking, game mechanics, and game design. Gamification helps to keep quitting smoking fun and is used as a tool to help people stick to their decision, stop smoking, and change their behavior. As time goes on and you make headway to becoming the "Ultimate Kwitter," you reach higher levels and rankings.
Depending on the purpose of the hypnotherapy (i.e., smoking cessation, weight loss, improvement in public speaking, or addressing some deep emotional turmoil), follow-up may be advisable. When trying to eradicate unwanted habits, it is good practice to revisit the therapist, based upon a date prearranged between the therapist and the patient, to report progress and, if necessary, to obtain secondary hypnotherapy to reinforce progress made.
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