.:.     ::               

                                                                                                                                                                                                                                                                 ;;::::..:::....           

                                                                                                                                                                                                                                                                :;::::.::::;::::.          

                                                                                                                                                                                                                                         .::                   :$;;;:.;;:;;;::::::         

                                          .:::;:                                                                                                                                               ....                                     ::::.::.              :$$;...X;x;;;;::::..         

                                          x;::;+                                                                                                                                              .......                                  .:::::::::...         +$:....$$$$+;;;;;:::::        

                                           x;:;x                                                                                                                                           :...................                        x;:;::::::::.        xX...:X$x.+XXX;;;;::..         

                                            XXx+                                                                                                                      :+;::            :;:;;;;:.......:..........                      xxxx::::::::.      x&&$$X;        ;;;::::::         

                                         :;:.x$$               :                                                                           ..::..::.                   :++++:          ;;;;;;;;:::...::..........                      xxxxxxx:::.      X$$x                               

                                         :+:::x$x           .;++:                                                                       ..::.........                   ;+++++:       .;;;;:...:::.:::...........                      X$xxxx+;.     ;$&$:                                 

                                           ++++x$;        :++++;                                                                       .:............:       ....        +++++++.      ;;;;:.....:::;:...........                     $&&X+:      +$$$$XXx;.                               

                                            :+++$$       ;+++++;                                                                       .:............:.  .::.:::..:       +++++++:     ;x+xx.......:+++x+:..........                :&$  .     :x:                                         

                                               ;+$$    .+++++++:                                                                      .:.............:.::.:::::::...      ;+++++++:    ;xxxxxx;....:xxx++:...........              $&&$$+...:;;::..                                        

                                                +X$X   ++++++++.                                                            .:......  ................:.::::::::::::.:    .++++x+++:    xxxxx$&&:...:xxx+;::.........           +$&&&x    .;;;;;:::::                                      

                                                 ;x$X ++++++++;.                                                           .:...........:.............::::::::::::::::     +++++xX+;     $&&&X$x.......::......:::::         ;$&&&&$$Xx+x$X+++;;;::::                                      

                                                   X$;++++++++;                                                            ;............:.....:;...:::;:::::::::::::.:     :+++++x++;   :$&&:x&X.........:::....         X$$X+            :;++;:::::                                       

                                                   .+$++++++++:                                                           .:.........:...:....:.....:::.:++::::::::::       ;++++x++;   X&&.+&&&&&&&x:::::..... :.;X$&&$x                    ::                                            

                                             .::::;;;;X++++++;                                                            :;:........::::.:...;....:;::.:::::::::::.         ;++++++;  +&&:X&&&&&&&&&&&$$:::::::.$&&$&&$$X        +xx+.                                                    

                                             .::::;;;;;XX+++:    ..:...:::.                                                :;:.........::::::...:+x+::::+::::::::..            ;;+++  ;&&&&&&&&&&&&$XXx +$&&&$Xx          X$$$&XXX+;::::.                                                  

                                             .::::::+xxxXX+:    ::::::::::.                                                  :;:.........:::::X+Xxx+x;;;:;;:::....                   ;&&&&&&&&x;:     ;$&X;.....:.             +xxxxx+++:                                                  

                                             ::::;;;;++xxX+    :::::::::::. .::.                                               :;::.........::XXXxxxxx+:::............            x X&&&&&&x.       X&&x..:++++;;::.               :::::                                                   

                                               ::;;;+xxxxxX.  .::::::::::::::::                                                  .::::.....:::$XxXxxx;:.:;..............         X&&&&&&$;       .X&&&x:+Xx;;:::::::.                                                                      

                                                   ;;;++x+$x.  .:xxx:::::::::.                                                     ::......::::;x$$$$$x:..............::        $&&&&&x.      ;$&&&&&&&&X;;;+;;::::::                                                                      

                                                         +$&.. .:xxx;:::::::..                                                     :::...........:+:::...............::       x&&&&&&&x+X$$$&&&$$xx    +x+++++++;;::.                                                                      

                                                           $$....xxxxx;:::::::::.                                                   :::...........::::..:::......::..:.     X$X$&&&&&&&&$$Xx                ::;;;;                                                                         

    :+++;;;:                                               ;$x. .XXxxx;::::::::                                                      ::.:...........::.....::::::::..    +$XX$&&&&&$X+                                                                                                     

      ;+++++++++;;                                          +&:..$$$XXXX:::                                                            :::::.....:+:........:......  .:X$X$&&&$X+                                                                                                          

       ;+++++++++++++;                                     X&&$.+$X+                                                                      :;::..:x$$x..............:x$$$&&&$+                                                                                                              

        ;+++++++++++++++;                                   +&&$$+                      ;;;+++++++++;;;:                                   X$$$$$$X;..::::::....;$&&&&&&$                                                                                                                  

         ;++++++++++++++++:                                  +$$$                   ;;+++++++++++++++++:                                   x&&&x............:X&&x......                                                                                                                    

          ++++++x+++++++++++                                  +&$                 ;++++++++++++++++++:                                    :$&x.......:...;$&&$:..:::::..:                                                                                                                  

          :+++++++++++x++++++:     :                           X&x              ;+++++++++x++++++++;:                                     $&:...:.:::..X&&&$:::::::::::::::.                                                                                                               

           ;+++++++++++X++++++    ;+;                          :$X             ;++++++++X+++++++++;                                     +&&&x::..:::::::&&X.:::::::::::::...:                                                                                                              

            ++++++++xx++++++++;   +++                       .:::::....::      ;+++++++xX+++++++++;                                     X&&&$::.:::::::::;$:::::::::::::::::.:.                                                                                                             

            :+++++++++xX+++++++. ;+++                     .:..:::.:::::.:.   ;+:.::::.++++++++++:                                    ;&&&&$::.::::::::::.::::::::::::::::::.:.                                                                                                             

              +++++++++++xX++++: ++++:                    :.::::::::::::.:  :;.::::::::;::+++++:                                   :$xX$$&X:..::::::::::+:::::::::::::::::..:                                                                                                              

               :+++++++++++++++; ++++                     :.:::::::::::::::.;::::::::::::::.++.                                  .$$x$$$$$&;..::::::::::x;:::;::::::::::::::                                                                                                               

                  ;+++++++++++++.:X+;                     :.::::::::::::::::::::::::::::::::..                                 +&xX$$$$$$$&$:..:::::::::x;::::::::::::::::.                                                                                                                

                       :.....:;$$:$$:                     :::.:::::::::::::.::::::::::::::::.:                              +$$$$$$$$$$&&&&&&+:.::::::::$+X:::+;::::;:::::...::.                                                                                                           

                       ..:::::::;+$$:                      :.:::::::::+;:::.::::;::::::::::::.                           x&$xX$$$$$$&&&$;....:;...:::::;X;;xX:::::::::::::::::.:.                                                                                                          

                     ::.....:::......                      .:..:::::;;::::::;::::::::::::::::                        x$&$+XxX$$$&&&&&+..............;+;X+XxXx::+X+:::::::::::::.:                                                                                                          

                     :..::::::::::....               :::...:.:..:::::::::;::;::::::::::::::.                     +$&$+;XXX$$$&&&&&&&X.....:..........;+$x$xXxxxx;:::;+:::::::::.:                   ..                                                                                     

                     :.::::::::::::...             .:.........;;:.:::::::::::::+:::::::::.                   +$&X;+X$$$$$$&&&&&&&&&&&&$.........:::::;x$$Xxxxxx+:::::::::::::::.:          .;+++++++++++++++:                                                                              

           ....      :.:::::::::::::...            :::..........:;.:+;:+:++X+:::::::::..                .X$$XxX$$$$$$$&&&$x         X$$...........::::::;$XxxX$;;+:::::::::::::.:       :++++++++++++++++;:                                                                                

        .:.......::. .::::::::::::::..;:            :::..........:.::$xX+XXX++;:X;..:::::....::.   :x$&&&$$$$$$$$$&&&$x               ::............::::::;++;:::::::::::::::::..     :+++++++++++++++++:                                                                                  

        :...........::::::::::::::::..$$x   .::::.  .:........:::::::;XxxXxx++:.................x&&&$xxxX$$$&&&&$$X                    ;:.........:::.::::.:::::.:::::::::::..:     :+++++++Xx++++++++;                                                                                    

       ::.............::::::::::::::.;$&&x:.::::..:: ::...........:::::X$$$$Xxx;..;:.............x&&&$&&&&&&&&&&&$$XX++;;;:             ::..............:...::.........:::::       ;++++x+xx++++++++;                                 ;;                                                   

      :..............;;:;+:.::+;:+;::$&$:.::::::::.:. ::::...........:;;+X$Xx;...................+&&&&&$XXX$$&&$$$$$x+;:::::::          :..............::....::......;            ++++++++xx+++++++:                                ;++;.                                                  

     ::......................:::::x+$&;.::::::::::.:.    :+;:;::;::....::::::::.................x$X;           x$$&&x;;;:::::::         :::..........::::............+&$x        :+++++++++++++++:                                ;+++++.                                                  

      :.............:.....;xx$+$XxX$$.++::::::::::.:.    x&XX&&&;......:.:::::.+$+:..........::                  ;+++++;;;;;:::           ::::...::::..::.............$$xX$x;x$$$$x++++++++++;:                                :;+++++++:                                                  

       ::.................;xx;+xxxXX:.:::::::::::..:     $&&&&&$.........::::...;X$X:::::..:..                      ;;;;;;;;;:              :::::::.   ::.............X&$$Xx$&&$                                             .;+++++++++:                                      .           

         ::...............:XxXxxxxx$$;::::::::::::.:.   x&&&&&&&x...............:.                                                                     :::...........:&&&&&$$$X$&$x                                         ;++++x++++++:                                    ::::::..      

            .::::....::...:XXx$xxxxX::::::::::::::.:    X&&&&&&&$;:.............::.                                                                     .::::......::  X$&&&&&&&$X$&$X+                                    ;+++++x++++++:                                   :;;:::.:::.    

              ..:....:;....X$$$$$X+:.:::.........::.   ;&&&&&&X    :::..:::...::::                                                                         .::::::         $&&&&&&&&$XX$&$x                          .:..:;+++++++++++++.                                  ;;;;:::::::..   

           .:...........::::::;;::::::........:.       &&&&&&+         .:::::::::                                                                                             X$&&&&&&&&&$XX$&$XXx+                ::::::::.;++++X+++++;.                                 +x;;;;::::::::.  

         .:...........::::::::+:::.::.......:.        $&&&&$                                                                                                                      X&&&&&&&&&&&&&&&&&&&&&xxxx+;     :::::::::::+x++++++;.......                            XX++x+;;;::::::: 

         :..............::::::;::::..........:       X&&&&$                  ..::::::::                                                                                              +&&&&&&&&&&&&+++X$$$x++++     ::::::::::::++++++:...........              .:.        X$xxx;;;;::::::. 

         :...................::.::...........:.     X&&&&$                 .:.:::......:.                                                                                              +&&$&&&&$&&X$X              :::::::::::.+++x;..............          :;::....     ;$$XXXXXx::::::.  

         .:..................::..............:.    XX$$$$x                ::::::::::::::...                                                                                              $&;$&&&Xx$&$X$;           .:::::::::::;+X:................       :+;;:::::.  ;xXXXXXXx+;;;:::::.  

          ::...............::.::............::    XXX$$$x   +;:..:::::.  :.:::::::::::::::...                                                                                             $&  $&&$xX&&&&&$x         :::::::::;;;X:...;;............     ;$+;;::::::.:XXXX+;       .        

             :::..........::.  ::.........::;$+  $XX$$$&X$&&+:::::::::::..::::::::::::::::::.                                                                                              $x  ;&&&x$&$&&&&&$+       .:::::::;;x:...::.............    x$$;;+x;::::::.                     

                ::.....:::.     .:::...:+&X$&&&$&XX$$$&&&$;:.::::::::::::;::::::::::::::::::                                                                                               x&    :&&X$&.  X&&&&&x     ..:::::;;X$;.....:...........    $$$+xx+:::::...                     

 .                  .X:.;$          .:  ;$&&&&&&XX$$$&&&&x.:::::::::::::+;$;+$X:::::::::::.                                                                                                +$x     $&X$&     :$&&&:::::...:x$$+xx++++;..:+;........+X$$$$$Xx+++;;:::..                     

  +++;:             ;&;&&X               $&&&$$$$$$&&&&&&;::::::::::::::;X$$$$$$:::::....:.                                                                                              :++++;     +&$$&x      ::........X$$$xxxx++;.........xxx++;::   ;;;;;::::::::.                    

   ++++++:          X&&&x               ;$&&$$$$$$&&&&&&&+.::::::::::;X$$$XxXxXXX:::::::::....:.                                                                                        ;++++++;      X&$&X    :.........::;$$xxxxxx;:++.............       ::::::::::                     

   :+++++++;:       $&&x                $&&$$$$$$&&&&&&$+ .:::::::.::;$xxX$XXXxxX+::::::::::::..:.                                                                                     :++++++++:      :&$&$: ::......:::::::+$Xxxxxx.;+..............                                     

    ;++++++++:      &&$                $&XX$$$$$&&&&&X      ..:::::::::;XXXXXX+X+XX:::::::::::::.:                                                                                    :++++++++++.      +&&$&X::.........::::::$$$X:..................                                     

     +++++++++;    :&&:               &&xX$$$$&&&&&X      ::::::::::+;::+++x$Xx+;:;+::::::::::::.:                                                                                    ++++++++++++       X&&$$&;............::::.::::.................                                     

     ;+++++++++:   $&$              ;&&$$$$$$&&&&x      :::::::::::::::::::++;:+$+:::::::::::::.:.                                                                                   ;++++++++++++:       $&&&$$:............:::..::::...............                                      

      +++++x++++   &&x             X&&$$$$$&&&&x       ::::::::::::::::::::::::::::::::::::::::..                                                                                    ++++++x++++++:       X&x$&$$;............::....:::..;;::::;++;;;.                                     

      :+++++x+++: ;&&             $&X$$$$$&&&X         :::::::::::::::::::+;:::::::::::::::::::.                                                                                     +++++++x+++++:       x&&.x&+$X..........:.::.....:...;+++++++++++++;:                                 

       :++++++++; $&X           x&$+$$$$&&&$           ::::::::::::::.::::::::::::::..::::::::.                                                                                      ;++++++x+++++         $&$ x$::$$;.....:...::..........:XXx++++++++++++;.                              

         ;++++++;+&&          ;$&xx$$$&&&&x             :::.:::::::.:::.:::::::::::::..  :                                                                                           :++++++x++++;          $& .X$x:;$$X:...  .::...........;+XxXXXx+++++++++;.                            

           .:;+;:$&x         $&X:X$$$&&&X                  :..::..::  :.::::::::::::.::                                                                                               ;++++++++++              .+$$$;:+$$X:.   .:...........;++++++++++++++++++;                           

              +.$&&        $&X:+$$$&&&$                      ::::     .::::::::::::...:                                                                                                :++++++++:              +++$;;::+$$$x:    .:........::+++++++++++++++++;;:                          

           :&+Xx&&X     ;$&X:;$$$&&&$;  x$&&&.                         :.:::..:::....:.                                                                                                 ;++++++:              ::+++X+;:. $$$&$+     ::::::     :;;;;;;;;:                                  

            X&&&&&:   +$&$:;$$$&&&&&&&&&&$$;                            .:.......:::.                                                                                                     ++++:               ::::;xx++:  x$$$$$X+                                                         

            +&&&&$  xX&$:x$$$&&&&&&&&$X                                    ::::                                                                                                            ++.                :::::::xx;    $$$$+x$X                                                       

            +&&&&:X$$$$$$$$&&&&&&&$+                                                                                                                                                                          ::::::::&&+    $$$$$;:x$x      :::                                           

            X&&&&$x$$$$$$&&&&&$$                                                                                                                                                                               .  :::.X&&     x$$$$X..:xx::.......:                                        

           :$&&$+x$$$$$&&&&&$x                                                                                                                                                                                         $&$     ....;:....:::::::....:.                                     

          ;$&&+X$$$$$&&&&&X                                                                                                                                                                                            :&&$: ..   ...:::::::::::::::.:                                     

         X&$$$$$$$$&&&&&+                                                                                                                                                                                               X&&&:......:::::::::::::::::.:                                     

       x$$$$$$$$$&&&&$;                                                                                                                                                                                                 ;&$+.....xX:::::::::::::::.:.                                      

     x$$$$$$$$&&&&&&.                                                                                                                                                                                                   +.........::;:::::::::.::                                          

   $$$$$$$$$&&&&&&+                                                                                                                                                                                                  .::.........;$$$$+:x+:::..                                            

+&X;$$$$$&&&Xx$&+                                                                                                                                                                                                  .:..;.......x$$$xXx;:::;;:::.::.                                        

++$$$$$&&&&xxx&                                                                                                                                                                                                  .:..:::;;;:;;$$$xXxxx;::::::::::::.:.                                     

$$$$$&&&&&xX&X                                                                                                                                                                                                  :..::::::::;;;$;xxxxxx;::::::::::::::.:                                    

$$&&&&&&&&&X                                                                                                                                                                                                   ::.:::::::::;;;:+:::x+;::::+;::::::::..:                                    

&&&&&&&$+                                                                                                                                                                                                     .:.:::::::::;;;;::::::::::::::::::::::.:                                     

&&&&&$                                                                                                                                                                                                        .::.::::::::;:;:;:::::::::::::::::::::::                                     

&&&X                                                                                                                                                                                                           ::.::::::::::::::::::::::::::::::::.:.                                      

&X                                                                                                                                                                                                              :..:::.:: .::::::::::::::::::::::.:.                                       

                                                                                                                                                                                                                 :::::    ::::::::::::::: ::::...:                                         

                                                                                                                                                                                                                          :.:::::::::::::                                                  

                                                                                                                                                                                                                          ::::::::::::.::                                                  

                                                                                                                                                                                                                           :.:::::::::.:.                                                  

                                                                                                                                                                                                                            ::..::::.::                                                    

                                                                                                                                                                                                                                                                                           

iain is not a developer. yeah he codes fullstack apps. but he thinks bigger, about people, products, systems. what is success? how do we iteratively build & measure? is our product cool? and why are there two i's in his name? who knows. but he uses lowercase so people don't call him lain.