Be they comedians, YouTubers, models or even bloggers, they are more importantly the new faces of Mauritius’ influencer marketing sector. For example, Vincent Duvergé and his friends can be seen at Chantecler, while Neeshi Beeharry is the brand new endorser for Patel Optics. Influencer: is it a promising job?

From YouTuber to influencer

Probably one of the most recognisable faces across the Mauritian Web, Vincent Duvergé, under 25 years of age, is already a major influencer. The young YouTuber quickly seduced his audience thanks to his parodies and mimics on the video platform. Today, brands contact him to promote their products. Making use of a familiar face that Mauritians already appreciate seems to be a winning formula for many companies.

What is influencer marketing?

Companies are increasingly using social media to get closer to their customers and gain greater visibility. Influencer marketing thus refers to the use of the popularity of influencers to promote products and services. This method is gaining in importance in Mauritius and throughout the world. Considering that 70% of millennials rely on the recommendations of influencers before making a purchase, there is no longer even a trace of doubt. The vast majority of young adults seek inspiration from influencers, and brands are not about to let this opportunity slide.

Driving trends and promoting sales

These social network “people” already have a substantial number of followers. This popularity enables them to influence a lot of users. This can be achieved through product testing or by becoming a brand ambassador. One such example is Laetitia Darche Sauzier, Miss Mauritius 2010, who is now an ambassador for Huawei in Mauritius. However, popularity alone is not enough to influence consumers’ purchasing decisions. These influencers must also act as true professionals.

What type of future awaits influencers in Mauritius?

Few Mauritian influencers can currently make a living out of this “profession”. However, the companies or agencies with which they collaborate regularly send them gifts and products to test. Depending on their popularity, they can be contacted by several brands. Joel Capillaire, who has more than 9,000 followers on his Instagram account, is hired by three brands. He even happened to go to Malaysia and Singapore to take pictures for a travel agency. However, income is not stable and until this concept grows in Mauritius, most of the influencers have another simultaneous occupation.

Influencer marketing on a worldwide scale

Nevertheless, at international level, a large number of influencers manage to succeed. Swedish blogger Lina Lindholm covers 100% of her life costs through the means of her Instagram account, which currently has more than 100,000 followers. The same applies to female YouTuber Lilly Singh, aka IISuperwomanII, who now has 14 million subscribers to her channel and no less than 2.5 billion views on her videos. A true success story for the 30-year-old, and certainly a glimmer of hope for our talented young Mauritians!

Every year, thousands of start-ups are born and you might be one of them. While you may have found the right way to develop your business, you still have to work on gathering an audience.

Good communication is the key to promoting your start-up, but this year calls for new ways to attract attention. Strategies such as web advertising, telephone marketing and the creation of a website are simply not enough anymore.

Following the shift in trends, new marketing strategies have been developed. Here are some of them:

 

Develop a content marketing strategy

Content marketing is one of the first solutions you can turn to. Apart from being extremely affordable, its benefits are also more effective.

You can create any kind of content to attract the attention of your audience. From blog articles to infographics, including videos, podcasts, guides and white papers… you have a wide choice! Having various types of content will increase the chances of them being shared on social networks and going viral.

You can go even further by transforming one type of content into another. For instance, a video can be created from various blog posts. This will allow you to capture the attention of a larger audience around the same topic.

However, any content marketing strategy that you decide to implement should go through SEO (Search Engine Optimisation).

Being careful about SEO will be essential to boost your visibility on search engines. To ensure that your content is optimised, you should firstly try to learn more about SEO on the internet. You can also turn to SEO professionals.

After creating your content and optimising it for search engines, you will have to promote it. You can do so via your site, in newsletters or on social networks.

A content marketing strategy should allow you:

  • To make your mark within your industry
  • To be credible in the eyes of netizens
  • To educate your audience about your products or services
  • To Improve your SEO and bring traffic to your site

Some tips

Make sure you know your target before you start creating content. Afterwards, you should regularly measure the performance of your strategy so as to improve it.

Creating webinars

Videos are currently a very popular format. They can be used to create an enormous variety of content: interviews, testimonials, presentations for your company, and many more. So why not webinars?

You can easily introduce your company to the world via Facebook Live or on YouTube. Videos also allow you to promote your product(s) or service(s) by stating its/their characteristics and benefits.

Some tips

Promote your webinar a few days or even a few weeks before actually posting for more viewership.

As for the presentation, it’s always a good idea to favour an enthusiastic tone. Netizens usually pay more attention to dynamic presentations.

 

Partnerships with influencers

Influence marketing is ‘the’ strategy which works for adverting.

While it may not be as strongly present on the Mauritian advertising scene as it is abroad, influence marketing is a very promising strategy. For this strategy to be effective, choose web stars who communicate to a target audience similar to yours. This will allow them to effectively promote your products to a wider audience.

 

As seen above, 2019 is not the year for widely spread marketing systems that are slow-rising. Instead, it calls for innovation and favours those who are strategically creative. So do not hesitate to try new ways to promote your start-up; it will need the boost.

 

People have different reactions towards the thought of changing career paths at 50. Some are excited, while some are scared and others are unsure. Many question the need to switch to another job at this specific age since they do not have much left until retirement. The reactions all depend on the point of view. One can see the years they have left at their current job as ‘a short time’ while another may see them as ‘an eternity’. Most people looking to change careers agree with the latter thought. They either do not like the work they are doing or they want to switch to something they like more. The question is: is it possible? It may be difficult, but yes, it is definitely possible to change career paths at 50.

The hardest is to decide whether to stay at their current job or to leave. After passing all these years at the same company, climbing up the ladder and becoming an expert at a specific work, choosing to switch can be very difficult. Many are scared to move out of their comfort zones, which is a perfectly normal reaction. However, time passes as people hesitate with their decision. Statistics show that workers who launch themselves directly into the job search are more likely to get employed than those who prefer to wait for the right timing.

After taking the leap, the difficulties that one may face include fierce competition, technological disadvantage and financial liabilities. There is a very big number of highly qualified young job seekers on the market. Technology will also always be a problem for the older generation. This applies to those who are 50 now as well as those who will be 50 in twenty years. Looking for a new job is also time consuming, a period which may create a dent in years of savings. However, older job seekers retain certain advantages over their younger counterparts. Their most important plus point is experience. Even if they are changing career paths, they have acquired various skills over the years. These abilities will surely be useful. High-level skills and experience in the work environment can highlight a CV and increase the chances of getting employed.

Here are some tips that can be helpful when deciding to change career paths at 50:

1. Know what you want to do and what you can do

It’s important to be both positive and realistic when choosing to switch jobs. Taking the time to think about what one wants to do and what one can do is a crucial step.

2. Weigh the money implications

While money should not be the main goal when changing careers, it should still be on the list of things to consider. After all, a certain amount of income will be necessary to pay bills and afford some luxuries.

3. Upgrade your skills

One is never too old to learn. Mastering new skills to meet the requirements of the current job market should not be a setback. The job seeker should also be ready to learn and adapt to a whole new job from scratch.

4. Seek help and support

As mentioned above, changing career paths at 50 is not easy. Therefore, seeking the support of family and friends as well as professional advice will surely be helpful.

 

All in all, ending a job adventure to begin another one can be challenging. However, wasting away precious time at a job that one hates is not a wise decision. Change should therefore be an option so as to experience what life has to offer to the fullest.

Going green is not just a thoughtful decision to take with regards to the environment. It also enhances the way customers perceive a company. For instance, for the same service, a client might choose one firm over the other just because it is eco-friendly. Firms can thus impress consumers and potential collaborators by opting to protect the environment.

There is no need to make drastic changes. A company can start shifting to eco-friendly means through some simple steps. Building a green business from scratch also involves the same ideas: rejecting practices that harm the environment to adopt those that support it.

Firstly, these are the materials that an environmentally friendly company should avoid using:

  1. Plastics that are made from polyethylene
  2. Multilayered packaging
  3. Styrofoam
  4. Polystyrene
  5. Fossil fuel energy
  6. Materials that cannot be recycled

A firm wishing to go green can use the following instead:

  1. Plant-based plastics
  2. Biodegradable plastics
  3. Alternative energy sources
  4. Recycled materials and products
  5. Recycled moulded packaging
  6. Post-consumer recycled polyethylene bags that are made from recycled waste

Just by changing the products that the firm uses, it is already positively enhancing its ecological footprint. In this sense, going green starts by producing less waste and favouring natural, recyclable energy.

This is only the beginning though, as many other measures can be taken to make a company eco-friendly. The list below shows certain steps than a firm can follow to drive its environmentally sustainable growth:

1. Invest in nature

Planting trees outside the office not only contributes to the protection of the environment, but also beautifies a building’s exterior aspect. Inside the building, plants can be used to purify the air. Scatter potted plants throughout the office, both in the lounge and next to employees. This will brighten up the atmosphere, make clients and new recruits more at ease and increase productivity to some extent.

2. Save energy

Switching off the lights when they are not in use decreases the amount of energy waste that a company produces. The enterprise can also opt for energy-efficient lighting instead of incandescent bulbs. At the same time, it can choose to replace old equipment and machinery with new, eco-friendly items. Adopting this practice also helps to save money on the electricity bills, resulting in an additional fund. This extra money can be used to better the company or to further finance the firm’s green venture.

3. Opt for electronic data management

Getting rid of unnecessary paperwork can significantly reduce a firm’s negative impact on the environment. Computerise as much data as possible. This is not only eco-friendly, but also saves money as there is no need to buy as much paper anymore. Recycling used paper which is no longer needed is another green practice.

4. Reduce oil consumption

A company will truly be environmentally friendly when its employees also adopt this value. For instance, carpooling is a good way to save oil and money. Public transportation and telecommuting are additional options that can be considered.

 

This is only a beginning. Many other measures can be adopted to build an environmentally sustainable business. It is never too late for a firm to decide to go green. The first step can be small, but its impact will undoubtedly be impressive.

When you think about launching your start-up in Mauritius, various questions and doubts arise. Will you get funding? Does Mauritius have a market for your business? Will your start-up be able to grow within the island? However, despite its shortcomings, Mauritius may be just the right place to launch a start-up.

Helpful development schemes

Mauritius offers several development programs to help entrepreneurs in their venture. Schemes such as the SME Partnership Fund, the Mauritius Business Growth Scheme and the AFD Green Lending Scheme are available to business launchers. They can assist in both the opening and the growth of a start-up. Another way through which entrepreneurs can get support is incubators. These organisations specialise in the nurturing of a business. This includes, but is not limited to training, funding, legal assistance and the provision of office space.

The Mauritian market and growth opportunities

As a developing country, Mauritius is hungry for and open to new ideas. Innovation is fuelling the booming technological sector and creativity is being sought out everywhere. Now would therefore be the best time to introduce your idea and to try it in a start-up. Many young entrepreneurs have tested the waters, tasting sweet success. Some of them are Blast Burson-Marsteller, Focus Events, Sweat and Laugh, amongst others. As the country continues to develop, it will rise in terms of economy and innovation, providing further growth opportunities to Mauritian businesses.

Beginner friendly environment

Aspiring entrepreneurs who want to launch their first business will find Mauritius to be right up their alley. If you are Mauritian, you can count on your familiarity with the country and its citizens for a pretty smooth start. Mauritians who open their business on the island already have an idea about what their market will welcome or reject. They also benefit from the support of their family and friends, which is an invaluable asset. Before becoming a fully-fledged enterprise, start-ups often have to go through trial-and-error phases. While some aspects of a new business may pass with flying colours, others may fail. Dealing with failures is hard for anyone, even more so when in an unfamiliar place surrounded by unfamiliar people. As such, it is always a good idea to start in a familiar environment.

Foreigner friendly too

Favourable conditions also welcome foreigners who wish to launch a start-up in Mauritius. With the country’s low-tax jurisdiction and investor-friendly environment, the process to open a business on the island is quite smooth. Foreign entrepreneurs can also benefit from the support provided by the schemes and organisations mentioned above. Since Mauritius is a small country, it can also be a perfect test location for a start-up. Trying out an idea can be risky depending on the scale at which the test is carried out. Therefore, reducing the impact of the success/failure by testing in a small area can be beneficial to new businesses.

While Mauritius is small, it is a fertile hub for entrepreneurs. Its current status as a developing country prompts further growth, offering the right environment for the launch of start-ups. Whether you are enthusiastic or hesitant about opening your business, the advantages and opportunities that the island provides will undoubtedly be beneficial to your venture. So, ready to take the first step?

Technology is omnipresent in our current lives and its importance is bound to grow as the years pass. One of the most innovative fields of study within computer science is artificial intelligence (AI). This sector focuses on the creation of intelligent machines that work and react like humans.

Speech recognition, machine learning and problem solving are some of the activities performed by these intelligent computers. As the popularity of AI increases, so does its application in various industries. Below are some of the ways in which this technology will revolutionise our lives.

Health will no longer be a problem

Machine learning refers to a computer that can learn by itself. As Pedro Domingos, author of ‘The Master Algorithm’ says, “Machines can attend to vastly more information and more complex processes than human beings”. Given a certain database, an AI system can analyse it to find the solution, and this includes the cure to cancer.

Various companies are already making use of machine learning to observe and identify human behaviour. Smartphones, for instance, already include several health sensors. In the future, this technology might be improved to predict when a person is going to have a heart attack. Following this diagnosis, the phone will call the emergencies and may also save the person’s life. Sensors might be included in people’s bodies to cure them from illnesses before they even realise they are sick.

Wars will involve less human loss

As Chinese philosopher Laozi stated, “The best soldier fights without vengeance, without anger and without hate.” Robots fighting in the stead of humans on the battlefield will result in a decrease in the loss of lives. Even if it is smart, artificial intelligence will still be artificial. Computers do not get angry, sad, scared or murderous. As machines do not feel emotions, they are less likely to suffer from traumas and to act on impulse. Decision-making with regards to fights may therefore become more strategic and less chaotic.

The job market will change drastically

Robots are already responsible for a staggering number of job losses incurred over the past decades. With the rise of artificial intelligence, this number is sure to climb even higher. 47% of global jobs could be taken by AI in the years to come, according to an Oxford University study. Indeed, the creation of intelligent machines that can think for themselves will negate the need for much human interference. Surgeons will be replaced by computers who will not make mistakes and soldiers by robots who will not die.

However, not all jobs are at risk. For instance, mental routine work is a lot easier to automate than common sense. This includes street sweepers and people who do work which requires contact with the physical world. Jobs that function via creative and critical thinking will also be more in demand.

 

Despite having both its good and bad points, artificial intelligence will no doubt affect human life in the future. Understanding how it works is therefore crucial for progress within the field of machine learning.

Human productivity is not the same as that of machines. There are certain times at which we are the most efficient and some instances at which we lag in terms of productivity. This is perfectly normal, as the brain needs to rest. However, improving our efficiency is becoming more and more important to maintain increasingly competitive and demanding jobs. To answer to this need, various studies were carried out. These analyse the day of a general working adult to determine the times at which we are the most productive.

The ‘ultradian rhythm’

People function on a 24-hour internal clock. This equates to a whole day in which we sleep, wake up and go through several levels of alertness. The rate at which we transition from high productivity levels to low productivity levels is called the ‘ultradian rhythm’. This rhythm can vary from person to person, but humans generally go through cycles of heightened focus that last around ninety minutes each. These are known as the ‘ultradian cycle’.

They begin with high productivity levels that gradually deplete themselves as the cycle grows to a close. There is a way to find the time at which a specific person’s ultradian cycles begin. For instance, they can monitor their moods and their levels of concentration across several days. By tracking their routines, they will be able to identify their peaks and drops in terms of focus. Following this step, they can use the gathered data to increase their productivity and to take breaks when necessary.

People’s powers of logic and deduction are at their best in the morning

On a more general note, studies have found out than humans are the most efficient in the morning. This is due to several reasons. For instance, research indicates that people experience a 50% spike in their stress hormones within 30 minutes after waking up. This suggests a heightened level of focus and concentration which does not compare to the rest of the day.

Work that requires critical thinking, creative prowess and high mental capacities should therefore be done early. Additionally, mornings are hailed as the best time to exercise as the body builds more muscle at dawn than at dusk. Distractions do not impede on our thought process as much in the early hours of the day as well. This means that we are less likely to lose our focus to social media sites or other hobbies before the afternoon.

Another study shows that humans generally wake up in good moods. This positive attitude tends to get increasingly better as the time passes. Noon is supposedly the time at which people are in the best of moods. However, after this peak, humans start to get tired. Their efficiency begins to drop as the workday drags longer. As such, it is recommended to organise important meetings and to take high stake calls at midday. Success rates are much higher in the mornings or at noon in contrast to later on in the afternoon.

 

It is, however, important to note that humans have individual perks and are not all on the same schedule. Night workers may for instance find themselves to be at their lowest levels of productivity in the mornings. Other such alterations need to be taken into consideration when defining the time at which people are the most efficient. Nonetheless, having a general scheme can still prove to be useful.

The term millennials is normally used to refer to those aged between 18 and 35. Also called Gen Y, this group of people are bound to bring about various changes to the general working environment. Their expectations with regards to their jobs are also usually different from that of previous generations. When interviewed, many of them cite transparency, openness, adaptability and communication as their ideal values. Women in particular lean a lot towards diversity and flexibility. This article will address some factors that can increase the chances of keeping a Gen Y employee on the long term.

1. Increase the company’s use of technological means

Millennials were born at the same time or after the rise of the internet. They are more at ease with technology than any generation before them. As such, it is beneficial for both the employees and the company to make full use of this aspect. Tech savvy millennials are more likely to stay in a firm which is constantly innovating its facilities and services. The company will also benefit from these enhancements by keeping up with technological advancements.

2. Promote teamwork

Gen Y employees learned to work in teams since they were young. Modifying the company’s current system to include teamwork is important to keep millennials in a firm. By doing this, the enterprise will be able to make the most out of each employee’s expertise. Promoting teamwork also adds depth to the company’s values and motivates young workers.

3. Build an open and friendly atmosphere

Most millennials look for an inspiring leader rather than someone who gives orders. They value their freedom and like to communicate their thoughts with betterment in mind. As such, companies should get rid of any stifling atmosphere if they want to keep their Gen Y employees. Creating a friendly and enjoyable workplace environment will make millennials want to stay in a company. Firms that accept individual differences to include diversity are also very popular.

4. Relax the rules and focus on efficiency

A lot of Gen Y workers do not equate their efficiency to the number of hours they spend in an office. This is because they are more focused on end results than on specific structures and processes. They work at their own pace, all while being extremely productive. Companies who want to maintain their relationship with millennials should therefore put less emphasis on schedules and dress codes. They should instead allow telecommuting or working remotely. This flexibility is sure to attract a lot of Gen Y employees and make them stay.

5. Create more opportunities

Millennials do not like to stagnate in one job for a long period of time. They enjoy challenges and they like to try new things. It is crucial for companies to diversify their teams and clients to offer more opportunities to their Gen Y employees. This will encourage millennials to grow within their enterprise rather than move to another firm.

 

As mentioned above, Gen Y employees do not work in the same way as previous generations. Their values and expectations with regards to their jobs differ from their predecessors. To keep millennials with our companies, it is therefore crucial to positively adapt to these changes.

Entrepreneur is not an easy career path, even less so in the ever-changing digital age. While there are new opportunities for start-ups each day, few of these last long enough to culminate into a business. This is because there are several factors that, if not addressed, can considerably hamper progress.

An ever-changing environment

For instance, it is well-known that the world is currently changing faster than ever. Information is being passed around in milliseconds and people’s attention does not stick to one thing for a long time. As such, entrepreneurs have to constantly adapt to the ever-changing environment in which their business is being developed. Demands and market specifics can shift at sudden rates, thus requiring entrepreneurs to be increasingly flexible.

Fierce competition

The decrease in new enterprises is also a notable factor. In the 1980s, 15% of the all businesses were start-ups. This percentage has now dropped to 8%. This is due to the sheer amount of competition that entrepreneurs have to deal with. Most of this comes from big companies that are constantly innovating to adapt to changing markets. However, innovation also means that new technology emerges every day. This enables many new businesses to thrive in the digital world.

New opportunities

Looking closer at the digital age itself, various aspects impact on the way in which businesses are being developed. With the rise of the internet, businesses have lots of opportunities for development. Indeed, many entrepreneurs can make use of helpful online platforms to launch and boost their start-up. Social media websites offer highly valued exposure. Many even use the internet as a basis to create their start-up.

For instance, the retail and commerce business has changed so much in the last decades. Online shopping is thriving and payment systems are less and less cash dependant. The internet also gives entrepreneurs access to a more global market.

New challenges

While all of these advantages are very much real, the downsides of the internet are still present. For instance, establishing an online business is considerably expensive. Developing a website can cost a fair bit of money and so do app-designing and digital marketing. E-businesses also have to rely a lot on advertising, which can be quite pricy. They need to reach their target markets, and unlike brick-and-mortar stores, they do not have a noticeable physical presence.

Another threat that entrepreneurs have to deal with in the digital world is hackers, spammers and conmen. As said above, information is being passed around at phenomenal rates. This is because the information is stored on the internet or on a computer. However, these can be easily hacked into by experienced cybercriminals and the data can be damaged, stolen, sold and/or leaked. A start-up dealing with sensitive information has to install counter-hacking solutions or employ tech specialists to prevent data thefts. In turn, these countermeasures can be quite expensive. These web-associated costs and risks can also dissuade entrepreneurs from launching their business or even lead to bankruptcy.

 

While the digital world can foster new ideas for entrepreneurs to open start-ups, it also presents challenges. These can be risky, so business launchers have to be well prepared to face and overcome the obstacles. Still, be it now or twenty years ago, getting started with a business has always been challenging and will no doubt still be in the future. The key is to take advantage of the positive changes introduced by the digital world. By adapting and learning from their mistakes, entrepreneurs will eventually tackle the difficulties presented to them.

Entrepreneurship plays a key role in the economic fabric of a country. As such, Mauritius and African countries in general should focus on the development of this sector and encourage the growth of startups.

Key figures in Africa

Various statistics regarding entrepreneurship engagement in African countries show a positive response in terms of business launching and self-employment. For instance, 35.5% of the population in Uganda is made up of nascent entrepreneurs or business owners. 47% of entrepreneurs in Africa have plans to grow their workforce. This figure contrasts with the 29% of larger companies who aspire to do so.

What about Mauritius

Despite low job creation expectation rates, African countries still have a good momentum on the entrepreneurial scene.

On the other hand, Mauritius is lagging behind. While several successful entrepreneurs are rising out of the crowd, they represent only a tiny portion of the country’s workforce. This is due to the current ecosystem of the country which is more focused on creating workers than leaders. Despite various organisations that focus on facilitating the launch of startups, Mauritius is lacking in many aspects. For instance, there are no venture capitalists or big shot investors interested in sponsoring young entrepreneurs. With this lack of support, many potential business owners shy away from the entrepreneurial path. Business incubators are helpful, but many do not know about them.

3 types of entrepreneurs in Mauritius

The current state of affairs shows that the entrepreneurial scene in Mauritius is divided into three categories. These define the reasons that drive people to open their business and highlight the factors that impact on their decision.

Inherited business

The most common way through which people become entrepreneurs in Mauritius is by inheriting a business. For example, let us take a family that has owned a shop for decades. The children of this family will easily slide into entrepreneurship since they have known this profession all their lives. They already have the necessary contacts and access to the market which makes the business run. They are also accustomed to the lifestyle of being one’s own boss and would not want to switch to a 9-5 office job. Thus, they will take on the family shop and continue the work of their parents as entrepreneurs. They will not fail, but they may also not know the booming success that a well-driven start-up may have.

Entrepreneur by necessity

The second category of people who launch a business in Mauritius involves those who do so out of necessity. Many have to start earning money on their own after losing their job, losing their breadwinner or due to unemployment. These entrepreneurs often launch small-scale businesses due to a lack of investment capital. They may also lack the necessary education, skills and experience needed to succeed as entrepreneurs.

The passionate entrepreneurs

The third category of entrepreneurs in Mauritius is the smallest but most dynamic one. It involves individuals who launch a business not because they have to, but because they want to. These passionate entrepreneurs have the creative drive and motivation needed to give rise to a flourishing startup. However, they are sometimes discouraged by the following factors:

  1. Lack of investment capital
  2. Not willing to risk the venture
  3. Lack of education/skills/experience
  4. Social pressure to settle down

Social expectations like owning a car and a house and getting married are heavily spread on the shoulders of young Mauritian workers. These end up squashing their dreams of business ownership and makes them comprise with a life of labour and loan repayment.

 

The flourishing of this entrepreneurial sector will also be beneficial to the economic growth of Mauritius. To increase the flow of entrepreneurs, the ecosystem displayed above should be modified to accommodate creativity and entrepreneurship. Out of the comfort zone does not necessarily mean worse than the comfort zone. We should therefore work towards steadily increasing the number of entrepreneurs so that Mauritius can bloom into a successful example of entrepreneurial prowess.