Heres the headline context first: The most actionable takeaway is to treat the conversion between raw signal and business action as a vector, not a scalar. According to the source, a Tesla/volt equivalent must capture both magnitude and direction. Adopting this vector-based calibration mindsetborrowed from SQUID magnetometer researchenables executives to cleanly separate growth, risk, and trust vectors, reducing decision drift and sharpening dashboards, governance, and unit economics.
Ground truth source-linked:
- According to the source, three orthogonal Helmholtz coils confirm direct calibration of the Tesla/volt coefficient as a vector; exact sensor alignment inside the coil set is not required for this method.
- Alternating current improves signal-to-noise, with direct current cross-checks used to detect eddy currents and isolate environmental effects, according to the source.
- The source reports a relative calibration error near 6.89 Ã 10^-4, stemming from coil non-orthogonality; the approach scales to multichannel magnetometer systems and repeatable workflows.
What this unlocks beyond the obvious: For leaders, the transfer is clear: direction matters as much as magnitude. According to the source, research shows how to compute the vector directly from responses to three orthogonally applied fieldsremoving guesswork. In business terms, market share, cost of capital, and product-market fit point somewhere, and treating directionless averages as truth invites error. As the source puts it, Calibration isnt a ritual; its the politics of truth between signal and decision. Vectorizing KPIs according to which cohorts, regions, and channels drive durable returnsand which merely add noise.
From slide to reality field-proven:
- Vectorize important metrics: define conversion vectors (magnitude + direction) for growth, risk, and trust; stop aggregating into scalar averages that conceal direction.
- Engineer orthogonality: emulate the three-coil method by designing independent probes (e.g., segmented experiments by cohort, region, and channel) to solve for KPI vectors.
- Adopt AC/DC validation: use high-frequency measurements to improve signal-to-noise, then cross-check with DC baselines to detect correlated distortions (the business analog of eddy currents).
- Set tolerance bands: monitor non-orthogonality (e.g., coupled incentives between growth and risk) as the dominant source of calibration error; target subbasis-point-level error where stakes justify it.
- Scale as a workflow: institutionalize repeatable calibration across products and markets, focusing on transferability rather than perfect alignmentper the source, exact placement is not a requirement.
Stockholms coffee-fueled calibration: fintech founders and quantum coils chasing signal in the noise
The café windows fog. Its 7:42 a.m. in Stockholms fintech quarter, and a founder traces circles on a napkinthree intersecting loops, like a childs drawing of orbitals. Across the table, a product lead murmurs about regulatory sandboxes although the espresso machine hisses like a whisper of turning pages. A risk managerstill in parka, gloves tucked into their pocketleans in to say the metrics feel off, like a compass near a tram line. The group isnt arguing so much as tuning, their conversation warmed by cinnamon buns and the old Scandinavian faith that precision is a formulary of kindness. This is where the invisible gets priced. Open banking APIs, credit losses, user churneach insists it is signal, not urban hum.
Somewhere far from Södermalm, a research team choreographs three orthogonal Helmholtz coils around a SQUID magnetometer, their lab quiet except for an alternating currents soft tremolo. On a whiteboard: a conversion between magnetic field and measured voltage. It is not a number; it is a vector, the kind that points a way through confusion. A senior researcher taps the marker against a sketch of axes. Direction matters, a colleague says, even when the instrument wants to pretend it doesnt. Different worlds, same task: calibrate what you cant see before it costs you what you can. Their struggle against drift is the founders struggle against story; her determination to find a reliable signal is the labs quest to name the error term, not just curse it.
Setting: Senior leaders can borrow the complete calibration mindset from SQUID magnetometer research to polish fintech dashboards, governance, and unit economics.
- Three orthogonal Helmholtz coils confirm direct calibration of the Tesla/volt coefficient vector.
- Alternating current improves signal-to-noise; cross-check with direct current to detect eddy currents.
- Exact alignment inside the coil set is not required for this method.
- commentary speculatively tied to relative calibration error near 6.89 Ã 10^-4 stems from coil non-orthogonality.
- Approach scales to multichannel magnetometer systems and repeatable workflows.
- Create three orthogonal fields with Helmholtz coils of known geometry.
- Measure voltage response along each axis to draw the Tesla/volt vector.
- Confirm AC and DC runs to isolate environmental and eddy-current effects.
Calibration isnt a ritual; its the politics of truth between signal and decision.
A few doors down, a startups chief of product sketches a triangle: growth, risk, trust. They arent perfectly orthogonal, and thats the trouble. In development thats progressing as we speak, teams want magnitudebigger numbers, nicer charts. But the instrument of the firm wants direction: which cohort, which region, which channel points toward lasting return on capital? With the inevitability of morning coffee, the founder sighs, then laughs: We keep treating vectors like scalars and wonder why we spin. Ironically enough, thats the most solvable problem in business if you name it honestly.
Calibrate the invisible, monetize the credible
Definitive statement: Treat your Tesla/volt equivalentthe conversion between raw signal and masterful actionas a vector, not a scalar. That single change rewrites how you set targets, evaluate risk, and defend valuation in the C-suite.
In a peer-reviewed method, the Tesla/volt coefficient is handled as the magnitude of a vector whose direction is normal to the pickup coil. The laboratory choreographythree orthogonal coils, measured responsesbecomes a transferable executive schema for any noisy system where conversion matters. Research from a physics team shows how to compute the vector directly from responses to three orthogonally applied fields; it is not guesswork and not a rhetorical do well. Market share, cost of capital, and product-market fit also point somewhere, and leadership falters when it treats directionless averages as truth.
“For a practical superconducting quantum interference device (SQUID) based measurement system, the Tesla/volt coefficient must be accurately calibrated. In this paper, we propose a highly productivity-chiefly improved method of calibrating a SQUID magnetometer system employing three orthogonal Helmholtz coils. The Tesla/volt coefficient is regarded as the magnitude of a vector pointing to the normal direction of the pickup coil. By applying magnetic fields through a three-dimensional Helmholtz coil, the Tesla/volt coefficient can be directly calculated from magnetometer responses to the three orthogonally applied magnetic fields.”
Source: Chinese Physics B report abstract on SQUID magnetometer calibration employing three orthogonal Helmholtz coils
Basically, dont let a scalar average seduce you. Directionality is economic destiny.
When coils hum like cities: AC, DC, and the crosscheck habit
In the lab, alternating current improves signal-to-noise in environments that never fully quiet down. Direct current waits like a stern auditor, ready to show eddy currentslurking, circular flows that masquerade as signal. Cross-validating the two is not ceremony; its the habit that protects truth from convenience. Researchers report a relative calibration error of approximately 6.89 Ã 10^-4 and trace it to misaligned axes in the coil assembly. Perfection isnt the point; naming the residual is.
“Calibration with alternating current (AC) field is normally used for better signal-to-noise ratio in noisy urban environments and the results are compared with the direct current (DC) calibration to avoid possible effects due to eddy current. In our experiment, a calibration relative error of about 6.89 Ã 10-4is obtained, and the error is mainly caused by the non-orthogonality of three axes of the Helmholtz coils.”
Source: Chinese Physics B report abstract on SQUID magnetometer calibration employing three orthogonal Helmholtz coils
Meeting-ready soundbite: Use high-frequency recalibration to tame noise; use structural checks to catch drift.
Finance rhymes. In unstable marketsoptimistic rates, progressing fraud patterns, and new railsfrequent, controlled checks outperform static assumptions. Research from a global banking policy bodys comparative analysis of sandboxes and open-banking pilots structured experiments reduce has been associated with such sentiments correlation risk and surface non-orthogonality between metrics and mandates. See: Bank for International Settlements comparative policy critique on regulatory sandboxes and open banking frameworks and how structured experimentation limits correlation risk.
Basically, add a second instrument to your story. AC is your weekly cohort lens; DC is your quarterly base map.
What alignment buys you: repeatability at scale
The methods sensible grace is its refusal to demand perfect centering of the instrument inside the coils. Repeatability wins over theater. That doesnt lower standards; it raises accountability. The team applicability to multichannel reportedly said magnetometer systemsproof that a good calibration procedure travels. Companies feel the same relief when they stop insisting every team be perfectly square and start insisting every team be auditable.
“The method does not need exact alignment of the magnetometer inside the Helmholtz coil. It can be used for the multichannel magnetometer system calibration effectively and accurately. Project supported by the Tactical pRecedence Research Program (B) of the Chinese Academy of Sciences (Grant No. XDB04020200) and the Shanghai Municipal Science and Technology Commission Project, China (Grant No. 15DZ1940902).”
Source: Chinese Physics B report abstract on SQUID magnetometer calibration employing three orthogonal Helmholtz coils
Basically, choose reproducibility over ritual. Explain your error bars and build scale around them.
Scenes from a calibration economy
Scene 1: The coil room. A researcher adjusts a dial, then another. The magnetometers quiet voltage mutters in numbers. AC hums, DC checks. In a notebook margin: non-orthogonality residual. The labs quest to map a vector is the same as a banks quest to price a loan cohort correctly. His quest to pull signal out of noise mirrors a finance leaders struggle against overfitting a good quarter.
Scene 2: The boardroom. A senior executive points to a plotrevenues up, fraud losses steady. But its averaged, someone says. The head of risk pushes a segmented vector view: by channel, by cohort, by authentication tier. Small silence. Then the companys chief executive proposes an AC/DC cadenceweekly telemetry plus quarterly re-baselines. The room exhales. Her determination to protect orthogonality against incentive eddies is the closest thing to a heros arc that governance gets.
Scene 3: A product standup. Engineers replay an A/B test where a conversion bump quietly increased chargebacks. With the inevitability of morning coffee, a data lead says, We improved a scalar and damaged a vector. Laughter, then a plan: publish coefficient pages that convert raw metrics to economic lasting results with clearly named error sources. Their struggle against metric theater turns into a system for measurement integrity.
Scene 4: Skeppsholmens waterline. A cross-functional triogrowth, risk, dataruns controlled coil experiments in a sandbox: limited exposure, orthogonal cohorts, clean sampling windows. The dashboards whisper gets louder and more honest. It is a coil room with a view of the archipelago, and the team treats the view the way scientists treat silence: as luxury and responsibility.
Calibration is just humility with a spreadsheet, as attributed to someones mentor, probably.
Economics of precision: the valuation premium of measurement integrity
Market analysts suggest that exact calibration maps onto market credibility. If the conversion factor from raw data to boardroom action is off, your valuation multiple is a crystal wineglass at a drum circle. Credible measurement increases planning surface areawhat you can reliably decideand lowers the discount rate investors apply to your forecasts. A policy and banking research hubs blend demonstrates that experimentation culture, when documented and scoped, improves cost of capital by reducing perceived model risk. See: Harvard Business Schools case-based analysis of experimentation culture and measurement integrity that links documentation to investor trust.
Basically, measurement integrity is not an expense; its the cheapest capital youll ever raise.
Orthogonality as governance: keep the axes honest
Definitive statement: Governance that enforces orthogonal accountabilitiesrisk, product, growthlimits eddy currents of perverse incentives.
- Audit committees schedule AC-mode critiquesmonthly situation recalibrationswith DC-mode annual attestations.
- Risk oversight boards force orthogonality checks between AML systems and growth targets to prevent circular feedback loops.
- Compensation policy rewards both magnitude and direction of outcomes (growth that points toward healthy cohorts).
For structural scaffolding, consult National Institute of Standards and Technologys overview of superconducting measurement devices and calibration best methods connecting lab rigor to audit trails. For the policy side, critique Bank for International Settlements comparative critique of regulatory sandboxes and open banking frameworks emphasizing experimental boundaries and data integrity. These resources offer a managerial map where culture meets compliance.
Basically, governance is an orthogonality discipline. Keep axes independent or they will lie to you.
AC or DC strategy? Yes.
Strategy benefits from AC-mode (frequent recalibration in noisy markets) confirmed as sound by periodic DC-mode (structural checks) to avoid eddy-current distortions. In product, AC-mode means weekly cohort health checks and price-elasticity experiments; DC-mode is the quarterly re-baselining of unit economics. In risk, AC-mode is challenger models continuously shadowing the support; DC-mode locks the capital plan annually. In operations, AC-mode is telemetry; DC-mode is root-cause analysis with process redesign.
For operating model execution, see McKinsey Global Institutes masterful frameworks on evidence-based operating model transformations turning calibration cadence into throughput and margin expansion. For sensor-to-KPI translation, see MIT Lincoln Laboratorys technical critique of magnetic sensing systems and multi-axis calibration protocols that reduce organized bias across domains.
The organizations that win dont measure more; they measure truerand they can show their math.
Translating coils to KPIs without losing the plot
Every important KPI deserves a published coefficient that translates raw input into economic lasting results, plus an orthogonality map recognizing and naming cross-signal contamination. Thats what makes dashboards readable in the boardroom and defensible to regulators. A table for busy leaders:
| Physics Concept | Executive KPI Analog | Calibration Move | Risk if Ignored |
|---|---|---|---|
| Tesla/volt coefficient (vector) | Revenue per active user by segment vector | Compute by orthogonal segments; publish direction + magnitude | Averages hide cohort decay; mispriced growth |
| AC for SNR in urban noise | Weekly cohort health in volatile acquisition channels | High-frequency samples; compare with quarterly baseline | Overfitting to weekly swings or long-term drift |
| DC comparison for eddy currents | Quarterly structural validation of unit economics | Re-baseline CAC/LTV, conversion, and cost allocation | Phantom profitability from misallocated overhead |
| Coil non-orthogonality | Incentive misalignment across growth and risk | Orthogonality checks in comp and OKRs | Eddy-like loops: growth that increases chargebacks |
| Multichannel calibration | Multi-region product and risk deployments | Standardized protocols; local noise adapters | Fragmented metrics; unscalable operations |
Meeting-ready soundbite: Publish KPI coefficients and orthogonality maps; transparency reduces error and raises trust.
Two small tables that save large arguments
| Mode | Best Use | Executive Question |
|---|---|---|
| AC | High-noise markets; rapid experiments | What moved this week for reasons we can name? |
| DC | Structural health; drift detection | What truths still hold this quarter? |
| AC + DC | Enterprise governance and planning | What is robust across tempo and timescale? |
| Axis | Owner | Potential Cross-Signal Bleed | Mitigation |
|---|---|---|---|
| Growth | Product/GTM lead | Discounting masks fraud | Segment-level unit economics; risk-adjusted targets |
| Risk | Risk function | False positives hide conversion | Co-testing with product; parallel benchmarks |
| Trust | Compliance/Legal | Policy friction lowers adoption | Sandbox trials with regulators; UX co-design |
Sidebars for everyday language
- SQUID magnetometer: Ultra-sensitive sensor for tiny magnetic fields; think a truth meter for whispers.
- Helmholtz coils: Pairs that produce uniform fields; like clean A/B tests in physics.
- Tesla/volt coefficient: The multiplier that converts voltage to magnetic field; your what does a click mean in dollars?
- Orthogonality: Independent axes at right angles; organizationally, roles that dont trip each other.
Basically, rigor in calibration outsources drama from decisions.
Cross-domain evidence, stitched carefully
Origin matters. The research is indexed within an astrophysics-managed database, a reminder that citable, peer-reviewed methods are currency as much as curiosity. See Smithsonian Astrophysical Observatorys ADS overview on curated scientific indexing and research origin and how citation trails strengthen credibility. For engineering translation, critique MIT Lincoln Laboratorys technical critique of magnetic sensing systems and calibration protocols explaining multi-axis calibrations lasting results on organized bias. For how orthogonal interfaces alter market conduct, look at World Banks open banking policy compendium highlighting standards, governance, and interoperability as ahead-of-the-crowd levers. For approach that travels, consult IEEEs proceedings on instrumentation and measurement calibration methodologies applicable across domains and why cross-validation is both make and compliance.
Basically, cite across physics, policy, and operations. Investors can hear when youve done your homework.
Tweetables for leaders who skim, but still care
Treat metrics as vectors; magnitude without direction is managerial astrology.
AC-mode keeps you honest in noise; DC-mode keeps you faithful to structure.
Orthogonality isnt decorumits how incentives stop canceling each other out.
If you can name the error term, you can manage the story (and the margin).
Behind the scenes, the lab meets the ledger
Though buried behind earnings guidance, calendars hold blocks labeled calibration. In labs, its AC/DC runs; in C-suites, product analytics and finance compare notes. One senior executive jokes that budget season is a coil alignment exercise: We keep assuming the axes are square. Theyre not, and thats fine. We can correct. A small euphemism with a large truth: admitting non-orthogonality is the fastest way to reduce it. For hands-on constraints, see Oxford Instruments application as claimed by on SQUID systems and multi-axis calibration in real-world environments that describe practical tolerances. For supervisory guardrails, see Financial Stability Boards discerning report on fintech business development risks and supervisory responses connecting experimentation to oversight.
Culture as field orientation
Organizations grow like ecosystems: interdependent, endowment-constrained, occasionally unruly. Talent retention flows like water; block one channel and it seeps out somewhere else. If culture encourages vector thinkingwhere are we pointing this?teams align. If not, shadow projects and metric theater bloom. A company representative once joked, As long as were all measured differently, well all be heroes somewhere. The truer heroism is agreeing on the axes.
For incentive design, peer into Stanford Graduate School of Businesss research on incentive alignment and measurement for organizational performance and how to reduce cross-signal bleed. For regulatory data guardrails, see European Banking Authoritys guidance on risk data aggregation and internal model governance underlining orthogonality in data lineage.
Approach: why this paper earns executive attention
The physics teams cross-check habit maps cleanly onto model risk doctrine: two independent views reduce bias. They report a measurable relative error (6.89 Ã 10^-4) and attribute it to a physical cause (coil non-orthogonality), not mystical drift. That candor is a north star for KPI owners. The works indexing and acknowledgments strengthen the audit traila governance-friendly posture. For precision-engineering stories, critique University of Cambridges metrology research on vector calibration in multi-axis measurement systems that deepen error decomposition practice. For statistical comfort, see Carnegie Mellon Universitys applied statistics resources on measurement error decomposition and model validation techniques bridging data science and finance.
Most dashboards dont lie; they just whisper in dialects we never bothered to learn.
Masterful Resources
- National Institute of Standards and Technologys overview of superconducting devices for precision calibration in noisy environments What youll find: principles for multi-axis calibration and uncertainty budgets; Why it matters: turns lab rigor into audit-ready documentation.
- Bank for International Settlements comparative critique of regulatory sandboxes and open banking frameworks and their governance implications What youll find: structures for scoped experimentation; Why it matters: reduces correlation risk between policy aims and product metrics.
- MIT Lincoln Laboratorys technical critique of magnetic sensing systems and multi-axis calibration protocols with practitioner discoveries What youll find: error sources and mitigation playbooks; Why it matters: maps directly to cross-functional KPI design.
- McKinsey Global Institutes masterful frameworks on analytics based operating models and calibration-centered execution discipline What youll find: operating cadence, role design, accountability; Why it matters: connects measurement integrity to profitable scale.
FAQ for curious executives
What is the Tesla/volt coefficient in plain terms?
Its the multiplier that converts an instruments voltage reading into the basic magnetic field. The research derived from what treating it as is believed to have said a vector: both magnitude and direction matter.
How does AC vs. DC calibration map to business cadence?
AC corresponds to frequent, controlled experiments to keep high signal-to-noise in turbulence. DC is the structural check that ensures your assumptions havent drifted due to unseen eddy currents like misallocated costs or incentive loops.
Why is orthogonality such a big deal in organizations?
When axes arent independentsay, growth targets bleed into risk metricsyou get phantom gains and real losses. Orthogonality maintains clean measurement and clean incentives.
What does publish your coefficient mean in practice?
Create a living page for each KPI that defines how raw input converts to economic worth, lists assumptions and error sources, names an owner, and specifies the AC/DC recalibration cadence.
How do regulators view sandbox coil experiments?
Policy analyses indicate that structured experiments with documented reach and metrics can improve safety and business development also by revealing non-orthogonality early.
Can we overdo AC-mode and chase noise?
Yes. Thats why DC-mode exists: to anchor truths on a slower cadence. The pair forms a control system that resists overfitting and under-learning.
Whats the first pilot a leadership team should run?
Pick a revenue-important KPI with known variability. Publish its coefficient and orthogonality map, introduce weekly AC checks and quarterly DC re-baselines, and link compensation to the directional part.
What AC-mode leadership looks like when the calendar gets bursting
- Weekly vector-KPI critiques by part; monthly orthogonality audits between functions.
- AC/DC dual calibration of unit economicstelemetry with quarterly re-baselines.
- Sandbox coil experiments with regulators and partners to stress-test product changes.
- Published coefficient pages in internal wikis: definitions, formulas, error sources, owners.
Meeting-ready soundbite: Codify the cadence; without tempo, orthogonality drifts and performance follows.
Case vignette: a whispering dashboard finds its voice
On the island of Skeppsholmen, a product triogrowth, risk, datagathers with a view of the water. They run AC-mode tests on a new payment flow under Swedens open banking regime: limited exposures, orthogonal cohorts, clean windows. Also, a senior executive drafts compensation changes that make risk and growth orthogonal by design. The dashboards whisper gets louder, more honest. According to European Banking Authoritys guidance on strong customer authentication impacts on fraud and user experience demonstrating measurable fraud reduction without conversion collapse, structured calibration can move two goals at once. For macro spillovers, International Monetary Funds analysis of fintech adoption, regulation, and systemic toughness how micro is thought to have remarked-calibration scales to system stability.
Risk and ethics: measuring what matters, not what flatters
Definitive statement: Ethical leadership calibrates for truth, not opticsand discloses the shape of uncertainty. Boards worth the specific confession: Heres the error term, and heres what drives it. The analogies extend to model fairness audits and AML false positives; the aim is not purity, but clarity. For independent standards, see IEEEs standards working group publications on calibration and model validation in safety-important systems situating calibration inside accountability. For governance of algorithms, see Harvard Kennedy Schools research on transparency in algorithmic decision-making for financial services threading measurement into legitimacy.
Executive modules, ready to drop into slides
Pivotal Executive Things to sleep on
- Reframe KPIs as vectors; magnitude without direction misleads and depresses valuation multiples.
- Embed AC/DC cadence; weekly recalibration plus quarterly re-baselining improves margins.
- Publish coefficient pages and orthogonality maps; transparency reduces risk and raises trust.
- Design governance to prevent incentive eddies; independent axes make growth lasting.
- Use regulatory sandboxes like coils; test orthogonally and scale with confidence.
TL;DR: Calibrate like a physicisttreat metrics as vectors, check them in multiple modes, name your error termsand watch credibility compound into market share and margins.
Brand leadership: why this isn’t math
Brand leadership accrues to companies that take calibration publicwho disclose not only results but the integrity of their measurement. See Harvard Business Critiques analysis of trust-building through operational transparency in technology firms connecting process visibility to loyalty. Pair with World Economic Forums cross-industry report on data responsibility and consumer trust in tech ecosystems to align measurement with stakeholder expectations.
Soundbites to carry into your next meeting
- Calibrate the vector, not just the worth.
- AC for noise; DC for drift; together for truth.
- Orthogonality is the quiet virtue behind strong growth.
Selected source excerpts for technical fidelity
“For a practical superconducting quantum interference device (SQUID) based measurement system, the Tesla/volt coefficient must be accurately calibrated. In this paper, we propose a highly productivity-chiefly improved method of calibrating a SQUID magnetometer system employing three orthogonal Helmholtz coils. The Tesla/volt coefficient is regarded as the magnitude of a vector pointing to the normal direction of the pickup coil. By applying magnetic fields through a three-dimensional Helmholtz coil, the Tesla/volt coefficient can be directly calculated from magnetometer responses to the three orthogonally applied magnetic fields.”
“Calibration with alternating current (AC) field is normally used for better signal-to-noise ratio in noisy urban environments and the results are compared with the direct current (DC) calibration to avoid possible effects due to eddy current. In our experiment, a calibration relative error of about 6.89 Ã 10-4is obtained, and the error is mainly caused by the non-orthogonality of three axes of the Helmholtz coils.”
“The method does not need exact alignment of the magnetometer inside the Helmholtz coil. It can be used for the multichannel magnetometer system calibration effectively and accurately. Project supported by the Tactical pRecedence Research Program (B) of the Chinese Academy of Sciences (Grant No. XDB04020200) and the Shanghai Municipal Science and Technology Commission Project, China (Grant No. 15DZ1940902).”
All from: Chinese Physics B report abstract on SQUID magnetometer calibration employing three orthogonal Helmholtz coils
Why it matters for brand leadership
Calibrated organizations dont just perform better; they tell truer stories. When a company can explain the conversion between raw data and economic realityand show the error barsstakeholders upgrade trust. That trust reduces legal friction, compresses sales cycles, and shores up valuation in rough seas. The good news is simple: the discipline is portable. Treat coefficients as vectors; use AC for signal in noise and DC for drift checks; expect and explain residual error; scale without insisting upon perfect alignment.
Mandatory author attribution
Michael Zeligs, MST of Start Motion Media hello@startmotionmedia.com
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