Blog Archive

March 4, 2010
“50 Years of Royalty”
I just posted 7 musical selections and 1 bonus video on my YouTube Channel. For more info about the show see http://www.bmidd.com/samples/50years/

In late January I attended rehearsals for the show, to check out staging and figure out how to make a performance keepsake DVD. The cast and crew were marvellous and I got a good feeling for the play and for the phrase, “Well, that’s show biz!” I used this opportunity to create a dual DVD set and 2 DVD extras. No one but my wife, Roger Knox and I knew about the ‘extras’ until the DVD debut at the cast party last Sunday.

     For DVD’s of other stage plays, I had made DVD adhesive labels and hadn’t done cover art. For this project I wanted to cost out the time and expense of painting the DVD’s and providing a DVD menu, case, cover art. Thankfully the graphic designer of the shows poster, Liz Stanley, made her art work available to me. That alone made the finished product easier to manage and extremely attractive to look at. Click the above link to see how the art work turned out.

     I learned a lot about working with multiple recording nights – versions – and technical problems related to recording live shows. Theoretically I could record and mix various performances. In practice though, mixing versions doesn’t work easily. Based on theory I recorded the Wednesday night performance concentrating on all the stuff on the left side, the next day on the right – in the mix the actors were often in the same place for their lines but their gestures were off a bit so I could not cut from one ‘2-shot’ to another. Ahhhhh! And I couldn’t use one soundtrack because inflections and breaths changes minutely, which caused sync. problems, which made my initial efforts to use one track for both nights akin to a bad samurai movie. Well, at least I know how to do that now!

     As if it weren’t rewarding enough to work with such talent as the show’s creators, actors and crew, I took to the opportunity to approach Roger Knox, another local writer and actor, who was referred to numerous times during the show, as the ex-boyfriend of the star of the show. I asked Roger if he would like to seek some sort of revenge on playwright Mike Poirier. So, between us, we discussed and dismissed a number of ideas leaving us with two excellent thoughts which turned out very well. Roger wrote and performed an intro as was used at the beginning of Alfred Hitchcock’s shows from long ago. All I had to do was make it look like that! Usually I’m one to ‘up pace’ things but I knew, in this instance, the real fun would be the tease of the cast waiting for the intro to end. I took my time introducing the profile drawing and then slowly filling it with Roger incorporate, but so dark you can’t make him out, then, when he turns to face the camera you still can’t see him. During the debut, cast party, people were straining their eyes, ‘who’s that???’ ‘Is it Roger? IT’S ROGER!!!’ Hilarious! We had to play it again so people could actually hear his monologue.

     The intermission piece I titled “Roger & Me” was received with equal hilarity as Roger pretended that the fictional Brenda was a real ex-GF. To make it extra convincing, I used a high school grad picture of actor Janet Walmsley – which she un-suspiciously provided – to which I promptly removed her grad date, made a warm burgundy background, added a crown, sash, added a love note and an old frame, so that Roger could hold it and show how much he treasures it! OMG!!! Roger did such a fine job as the ex-BF – he should be nominated for a daytime drama award!

See http://www.youtube.com/user/bruceamol#p/u/9/k4tMiicNw-k

It’s only 8 minutes long but, knowing the circumstances, you will laugh, guaranteed!

March 1, 2010
All about Marmots
I just posted my websites most popular video on YouTube. It was made in 2008 in conjunction with a video contest I organized for the Allen Brooks Nature Centre in Vernon BC. The version on my website includes a 'making of' segment. See http://www.bmidd.com/samples/marmots/

January 25^th, 2010
Society Marketing and Social Marketing

This is an exciting time for a business referral group I belong to because we are taking the social marketing tools, many of us use individually, into a larger forum to market our business society (our referral group) socially. What I mean is this; the business referral group I belong to consists of several businesses who, individually, use their websites to list products and services and use Twitter, Facebook, LinkedIn etc. to get people to their website. We are now embarking on putting a website together that features all the individual business after which we will engage in social media messaging modes that encourage people to visit that, and our own, websites. We are leaving the realm of the individual and entering into the ‘collective.’ STAR TREK fans may recognize that hive ideal, and get a snicker or two, but, in the nicest way, we are joining our collective business heads to raise our society’s profile and, with that, attract people to our individual business and society.

Raising the profile of a society is not a new idea; what’s different is how we are going about it. Right now in ‘business world’, many small and medium size businesses that don’t have the money to ‘brand’ themselves as high quality providers of some product or service, rely on other associations to transmit that message. That’s why you’ll see advertisements indicating associations with/to the Chamber of Commerce, the Better Business Bureau or any number of organizations who have already taken the time and energy to establish themselves. You will also see businesses and other organizations getting involved or ‘partnering’ with charitable organizations such as the United Way or Vernon’s own Hospital Foundation etc. for win-win marketing.  

Society Marketing has evolved over the years. Think about how the numerous cancer societies have differentiated themselves over the years, or tried to I might say, as they first embraced door to door solicitation (think March of Dimes), then the various organ & disease runs & walks (I’m still waiting for the Canadian Bladder Association 100 yard dash!), and now they  are turning to the new way, the social marketing way, of raising their profile in the community and across the nation.  Volunteers and staff (if they can afford it) are setting up Facebook groups and Tweeting about this or that.  

You might think I am writing about joining the bandwagon, but I’m not. I’m writing about a new way to incorporate the strengths of others, a new way to market individuals businesses as a conglomerate – the ‘whole’ being greater than the sum of it parts. Business referral groups aren’t new, what is new about our group is that we are becoming a virtual shopping mall for products and services; one stop shopping! That’s exciting!  

We all, as individual businesses in my business referral group, have a great respect for our local competitors. We strive to find ways to differentiate ourselves from others in significant ways, not just the blah blah throw away lines you see on business cards about service and integrity etc. Everyone ignores those lines now-a-days; or is it just me? I think we have found an excellent way, and reason, for other businesses and the public to come to us, our society members, rather than go elsewhere. We are offering a node into a product and service realm. Within or referral group of over 30 members, we have someone or know someone, that REALLY IS trustworthy and dependable – we already checked that out, we have rules about service, integrity and more. So, when the business group I belong to debuts our new website in February, and you start receiving messages about the ‘Business Okanagan Referral Group’ (the BORG) in the North Okanagan, make sure you visit us. We’ll have something for everyone and it would be futile to resist us!

January 4^th, 2010
Followership: A story about limited Vision, variable Goals, Leaders and Followers.

Between Christmas & New Years I joined a group of around 25 people for a snow shoe trip in the hills around Sovereign Lake; from the Nordic Centre to a cabin some 90 minutes away by foot. On the return trip, following a now familiar trail, but in the reverse direction, I was situated mid group when I had a thought about a large government organization I used to work for. Why was I thinking about work at 8PM while out snowshoeing? Because, from where I was in the group, I couldn’t speed up, I couldn’t slow down; it was difficult to talk to the people ahead of me and behind. I couldn’t see the leaders and I didn’t know where we were. Also, I was disappointed I hadn’t achieved my goal for the trip (see below), so I just settled into trudging along – like so many of my former co-workers – waiting for retirement (the trip to end); a typical day at the office! 

My own goal was different from the leaders and some other group members. I willingly agreed to participate in the event because, when I did, it was a bright sunny day and the phase of the moon indicated I’d be snowshoeing under an almost full moon. That was my hope, desire and ‘goal’ if you will, for the trip. I hadn’t fully contemplated the possibility it would be cloudy and what that would mean to my feelings about the evening.

It was a pleasant group of people including friends, family and a group of leaders & support staff that would take us safely to the cabin provide us with supper and lead us safely back to the Nordic Centre. Note the goals of the leaders were different from my own. It's not that I didn’t share the need to arrive safely at both destinations, but that was their goal, I had my own desires to fulfill by participating. If any of those leaders would have asked me how it was going, I would have lied; I would have said everything was great. But it wasn’t, I wasn’t snowshoeing under the full moon.

Being a ‘modern’ guy, office worker, husband, business owner, educator, I have been exposed to a variety of personal development workshops and know that happiness must come from within.  This was one of those times where I had to pull up the Alpaca socks, put on the smile, find the beauty and happiness in the world around me and fake happiness if needed. Indeed, I was in a beautiful place (sure beats an office) I was with some great people, getting exercise, the air was fresh, I was dressed appropriately, no one seemed to be in distress; it all looked good, in fact, it was great! Finally I smiled, let go of the need to see the full moon and really enjoyed the next 15 minutes or so of follow the leader. The moon peeked out, the clouds blew off, the moon shadows from the tress grew long, the snow turned bluish and we even saw some stars. Make one happiness and get one free!  

So much is written about Leadership that, perhaps, the Followers feel they have no obligation in the success of the venture. My goal – to be happy (snowshoe under a full moon) – was beyond the scope the leadership could provide. I knew there was nothing the leaders could say about that; how can a leader be responsible for everyone’s personal goal? Clearly there were others who were reaching their goals. Some revelled in the experience of shoeing at night, or challenged by the terrain and/or their ability.

I think it’s important for followers to recognize that Leadership is a difficult function. Followers have responsibilities too; to the leader, the group and to themselves.

I was wrong in my thinking that not much has been written about followership. If you ‘Google’ you’ll find a lot of the usual crap, but I did find one worthwhile article to read on the subject – see http://www.allbusiness.com/human-resources/employee-development-leadership/121760-1.html

December 24^th, 2009
Year end thoughts Part 1: 2009 Ends.
From the perspective of creativity, I’ve had another really great year in the video production business. I’ve accomplished many personal firsts: a 45 minute documentary DVD, with all the extras, which took 11 months from start to finish. I also made two music videos; a genre I had never entered before. Then there’s the usual video work; I made a promotional video for a local Rotary Club, two stage play video keepsakes and three tourism videos – all of which, except the stage plays, are either on my website or YouTube Channel.

 I learned a lot on this year BIG project “When Duty Calls.” I love the intricacies of how things fit together; systems within systems, plans within plans. Large scale video projects require a lot of planning and combinations of many skills. Not only did I have to plan how to approach the story (who, when, where, etc.) to video record as the videographer, I also was the audio technician, lighting director, site scout, crowd controller, director, budgeter, salesperson, PR, gopher, caterer, casting director, project manager, secretary, and at some point I had to clean the house too! Then I became the video editor, special FX department, Foley and graphic artist. And that’s just the stuff I did most of the time, there were lots of other little jobs. So, as jobs go, I don’t think I’ve ever been challenged, both artistically and in practicalities (like time & project management), as I was this year making longer videos.

I also did a few VHS to DVD conversions, I’ve bid on jobs I didn’t end up getting – that still takes time. I’ve written over 30 ‘posts’ in response to questions on the Videomaker.com community forums. Geez, that’s almost one a week! I enjoy helping new videographers overcome the problems I’ve already overcome.

Another enjoyable video related ‘fun time’ has been helping some youngsters develop their video techniques and ideas.

Lastly, in business, I’ve recently joined Twitter and LinkedIn and I’m trying to post regularly to those networks to develop an expanded social/business network.

In non-video business I am began teaching a 3 session series of instructor development (Adult Learning & Teaching, Course Planning, Classroom Management) courses at our local college in Vernon. They’ve worked out great, I’ve taught the series twice now.

Another fulfilling endeavour has been to chair the Greater Vernon Cycling Advisory Committee; it’s now my third year as chair. We are making headway on many fronts and I have only wonderful things to say about the experience; it’s so positive!

Year end thoughts Part 2: 2010 Arrives.
From the financial perspective, 2009 was unrewarding because I really couldn’t pull off the multi-tasking of editing and engaging in business development efforts. I’ve remarked about this to a number of o/o’s and they say it’s something they had to learn to juggle too; work and finding work.

Funding provided, there are a number of video projects I am interested in developing throughout 2010. My experience working with the local museum & archives, historical & heritage societies, has got me thinking about other projects highlighting local history. I’ve already let a number of people know that I am gathering information about the Grey Canal; a once incredible bit of irrigation technology, which is now being developed into a trail system. Makes a good title too! “From Triumph to Trail.” This time, instead of documentary, I’d like to tell a human interest story about the development, the people who had the vision, the people who built it and, apparently, the hostile difference of opinion about irrigation that resulted in at least one murder.

Another area I would like to explore is something cultural about attitudes and abilities; almost anything really. So many things about our lives change very quickly, sometimes we hardly notice how much except in retrospect.  I would like to document the way we are NOW for comparison in the future; a time capsule of where we are at with our attitudes about work, gender, technology, health, environment, entertainment and whatever develops. I want to create a cultural milestone.

A familiar milestone for many is high school graduation year. When I graduated I did so without the use of a calculator, all homework assignments were handwritten and all research was done with books. There were no cell phones or faxes; instant communication around the world was via telex. Sales work was easy to find, there were practically no women in any trades or management and being a ‘stay at home Dad’ meant you were unemployable. Gay Pride was an oxymoron, almost everyone went to church and the threat of Sunday shopping divided sacred from secular neighbours. Bicycles were for kids, computers were for mathematicians and dishes were for women. Yoga was only done in India, gymnasium had only free weights and only the svelte athletic types were allowed in marathons. M*A*S*H* was the apex of Reality TV. The wish for robots that do everything, laser guns and jet packs turned out to be software that does everything and DVD players. Jet packs were probably killed by the auto industry – like electric cars – too much of a threat of competition.

I’m going to continue working with the youngsters. I’m really looking forward to our next meetings and the challenge of making what I know accessible to teen’s way of thinking – alas, it’s been so long since I was a teen!

I’ve been invited back to our local college to teach the instructor development series again; that begins February 2010, in Vernon.

Now that I’ve joined Twitter and LinkedIn, I have to get a little more active in those communities. I have a separate Twitter account and Facebook group directed at stimulating participation in the May 2010 Bike To Work Week festivities.

December 14, 2009
ANALOGIES -
When enough is enough!
Some analogies have been incarcerated in our language far too long, time to let some of them off on good behaviour.

On the weekend I was thinking about the proverbial 'Are you a team player?' type question during a job interviews. Besides the obvious fact that any interviewee will say 'they are' or agree 'it's important,' the team player analogy has had it day; send it to the minor leagues or leave it on the bench. Why? Because people don't sit at their desk waiting for the fly ball, they don't walk around waiting for the puck to score, they don't Terry Tait tackle people around the office or competition.

Analogies enter our language in correlation to what the culture finds important. I'm not saying sports isn't important to our culture, I'm saying the analogy is tired, it's done it's work, let it rest.

There are plenty replacements. When steam engines were important to our culture we had people who 'blew their top' and workers who became 'cogs' in the machinery of life. Now we have people who lack 'CPU power' who work in 'clouds' and 'parallel processes.'

I'm not against analogies - I only suggest using them cautiously and making an effort to determine if they are appropriate. I must admit though, I'm not a team player. I don't and haven't played on sports teams. I don't seek out partners to run, bicycle or work with. I am a project person, a soloist and an entrepreneur who has presented the following slide show video as a cautionary, but humorous, tale about unthinkingly accepting business analogies.

YouTube: Converted from PowerPoint

Original PowerPoint presentation (needs a few minutes to download)

December 12, 2009
After many months of contemplation, numerous emails requests and under strong recommendation of friends, I have joined LinkedIn, created a profile yesterday, corrected typos today! Lets see, I guess I join networks now!

My LinkedIn Profile!

December 9, 2009
I just added two BC Tourism video's to my YouTube Channel. One is about Cycling in the Christina Lake area, the other is about Hiking the Sandon area.
Both videos are from recordings I made while on vacation in 2008.

Tourism videos come in various forms travelling the gamut of production between glitzy high energy commercials to sedate documentary channel type infomercials. I like to think I've struck a balance, as an educator, by neither overselling with hyperbole or underselling with boredom, these two fine areas of British Columbia.

December 3, 2009
en⋅thu⋅si⋅asm - noun

• absorbing or controlling possession of the mind by any interest or pursuit; lively interest:
  • He shows marked enthusiasm for his film studies.
• an occupation, activity, or pursuit in which such interest is shown:
  • Building his video business is his latest enthusiasm.
• any of various forms of extreme religious devotion, usually associated with intense emotionalism and a break with orthodoxy.

Origin: 1570–80; < LL enthūsiasmus < Gk enthousiasmós, equiv. to enthousí(a) possession by a god (énthous, var. of éntheos having a god within, equiv. to en- en- 2 + -thous, -theos god-possessing + -ia y3 ) + -asmos, var., after vowel stems, of -ismos -ism
Synonyms: eagerness, warmth, fervour, zeal, ardour, passion, devotion.
Antonyms: indifference.
http://dictionary.reference.com/browse/enthusiasm

December 1, 2009
I've been blogging about helping youngsters develop the eye and the skills to make interesting and appealing video. Here's a link to a short video recorded by two teen videographers. More info in the video notes on YouTube. http://www.youtube.com/watch?v=1zmx9le3wsY

November 30, 2009
I uploaded some videos to my YouTube channel and while I was at YouTube I was reminded of an excellent series of videos in their Video Toolbox. I think these videos are great for developers but what occurred to me today was that people who hire videographers should also watch these videos so they know how to shop for video making services. Quite frankly, there are a lot of crappy videos out there. Crappy in the sense of poor lighting & audio, the two most obvious things to notice. But many budding and just plain amateur videographers don't know how to frame their subject and how to choose camera angles that flatter the talent and emphasize a message.

Better yet, look at page 3 of this 4 page hand out I prepare for video production students.

From a recent example...
Pity the Personal Development coach who is is videotaped below eye level, sitting at a desk, from the left side only...How can the message possibly get through! Visually monotonous single cam views aren't the worst mistakes, but when you video record Personal Development programs, in the one on one setting, the camera should be at eye level or a little above - this view increases the sincerity of the talent and helps the message get through. Amateur videographers don't know that and many other things. They don't know how to maximize the message because they learned their craft at family BBQ's or on vacation. Video production buyer beware!

November 29, 2009
Newly loaded on YouTube
Vernon Fire Dept c1960's
Julie Armitage sings to Mike Holmes

November 28, 2009
See one of the WDC DVD extras on YouTube.
This is a promo for O'Keefe Ranch where we videotaped some re-enactment scenes for WHEN DUTY CALLS. http://www.youtube.com/watch?v=09RXS9UOIrE

November 24, 2009
Tutes for Teens!
I had the pleasure of conducting a video making tutorial for four youngsters on Sunday. For anyone thinking of conducting such a thing, I encourage you to 'get to the action' as soon as possible. The parents and children showed some interest while I conducted an equipment overview but the real fun was setting up the shots, with the two videographers, and coaching the actors in the finer points of running and karate chopping for video!

If there is one difference between how adults learn and how teens do, it's that they need less of a world view of what they are learning about. For adults you explain 'why' so they have a context they can remember the information in, with kids you can really cut that context down. If  they arrived interested, then just do it before they lose interest!

Ah! I am remembering those heady days in class at SFU learning about Vygotsky's ZPD and how applicable it turned out to be on Sunday. 

I can't wait to see what the edited footage turns out like.

November 16th, 2009
One of the Perennial Problems educators face is “proving” that education is effective; that the course of study worked how it was supposed to. Unlike training, where you help someone balance on two wheels, or see them competently role play in sales training, education has a less immediate gratification curve. The ‘planting the seed’ analogy is often used to describe education. It takes longer to realize the benefit of education but we assess continuing studies instructors ASAP. Therein lays the conundrum of the Continuing Studies instructor – wondering if, in a ‘leisure study,’ a subject was well received, ‘learned’ and whether or not it will have some lasting effect.

 The other day, while leading a course on Adult Learners and their Teachers, I made a remark about pointing the way. Most people forget that you have to teach children to look where ‘you are pointing,’ (this is not a natural ability, it’s ‘learned’). The job of the educator is to point the way, or at least help people look in the right direction. Depending on the course of study these ‘pointers’ manifest themselves as motivation. Sometimes it takes a few years for the learners to recognize the signs pointing in the direction they should be going.

 The other day I met a gal I hadn’t seen in about 3 years. She had been a gas station attendant and had no idea what to do with her life, now she was in college working on a business degree. And how did that abrupt change take place? Through the coaching help of Teresa Proudlove http://www.yourlifework.com/Meaningful-Lifework.html

November 13, 2009
Women in Science: Stickney Crater, the largest crater on the Martian moon Phobos, is named for mathematician  Chloe Angeline Stickney Hall.

November 12, 2009
Video recording stage productions. I recently posted on the Videomaker forum. Read it here
http://videomaker.com/community/forums/topic/filming-play-what-do-i-need-please-reply#post-52080

November 11, 2009
Charity Van Cameron Studios & Lights of Broadway present, The Sounds of Christmas
You are invited to usher in the season with an evening of enchantment with sights, tastes & sounds of Christmas. December 4, 5, 6, 2009
see http://www.bmidd.com/community/

November 10, 2009
A month ago I was on the very west coast of BC watching and recording ocean waves and surf, gulls and people too. I made a long DVD for me of the recording but also thought other might enjoy 10 minutes including the sunset just off Tofino BC. See my YouTube Video

November 6, 2009
Friday Space News: RT @physorg_com Hubble Image Showcases Star Birth in M83, the Southern Pinwheel http://www.physorg.com/news176638796.html

Great Idea for Vernon office workers. Brown bag lunch delivered; Fresh, organic sandwiches, chili, soups & more. www.organicbaglunch.ca

November 3, 2009
Sherrie Erickson featured on Canadian-women.ca  Music samples, video and lots of interesting info about Sherrie. Currently at http://www.canadian-women.ca/new-content (but that's the type of link that constantly changes content).

November 2, 2009
movie thought: 2001 (1968) would be tough to create/edit in today's action action action movie world. Thank goodness for archival material!
Also see first computer to sing - Daisy Bell http://www.youtube.com/watch?v=41U78QP8nBk

October 26, 2009
A great experience with volunteers on Sunday made me look up these quotes  

October 23, 2009
Friday Off World Feature! Cassini orbiting Saturn, go to http://saturn.jpl.nasa.gov/index.cfm and check out the current position & pictures

October 21, 2009
Hilarious & accurate image matrix to help storytellers with plot twists

October 20, 2009
Vernon Ghost Tours just in time for Halloween, October 28 & 29. "Paranormal guide," Gabe Newman makes it fun www.members.shaw.ca/ghosttours

October 19, 2009
DOCS PLUS 09 7th Annual Documentary Film Festival at Vernon Towne Cinema.

October 17, 2009
More Press for Movie Premiere WHEN DUTY CALLS See http://www.bmidd.com/ohf/images/091016.jpg - The story of Vernon's Hero Oct 25th at the Vernon Performing Arts Centre.

October 16, 2009
Coming up next week Part1 of 3, "A Guide to Adult Learning for Adult Educators" See course descriptions http://www.trainingtutor.ca/develop/  Okanagan College Vernon Campus

October 15th, 2009
PERFORMANCE UPDATE !
Sherrie will be bringing her band POTTERY ROAD when she performs at Movie Premiere Oct 25 in Vernon. Thanks Betty Anne Northup, Ellie Young & Sheila Odney. See  them here...

October 14th 2009
Great News! Sherrie Erickson will be performing at Movie Premiere of WHEN DUTY CALLS Oct 25 in Vernon. See http://www.bmidd.com/ohf/news.php

I won't do that again! I spent yesterday using PPT Producer 2007, crash crash crash! Not any different from buggy 2003 edition, get Camtasia if you want to easily join video to PPT slides.

October 12th, 2009
MOVIE PREMIERE - PRESS RELEASE "When Duty Calls" matinee performance Oct 25th in Vernon at the Performing Arts Centre see www.bmidd.com/ohf

October 11th, 2009
Whoo-hoo! Ran the Kelowna Half Marathon this morning. Finished with 02:03:16 Starting temp was about 0 degrees - kept gloves on entire race.

October 09, 2009
Currently updating my business website. Goodbye green Hello grey! The challenge was to reduce home page clutter and still show link options www.bmidd.com

October 08, 2009
Trying out MS PowerPoint Producer 3 (for 2007). I'm hoping it will have less upload baggage than 2003 ver. It was a bandwidth hog back then, my hopes may be dashed!

October 07, 2009
Just watched Love Cake via my favourite blog boingboing. Wonderful talent, very funny, short,  see gaysong too!

October 06, 2009
Producing a short 'feel good' video of ocean surf, sounds and sites, I really miss the salty smell, the squishy sand and the wind on my face.

October 05, 2009
For a good laugh about TWITTER - see DILBERT in the weekend colour comics. Dil & Wally convince pointy head boss to TWEET- hilarious usage!

October 02, 2009
Nothing like an very positive email query from a prospective customer, while I'm on vacation, to make me feel my business is on track!

October 01, 2009
I'm on the west coast collecting HDV footage of ocean & surf. Tried 30 min to get gulls to fly over - turned off camera, looked up, seagulls!

September 30, 2009
Wow! just noticed Sherrie Erickson YouTube video now at 335 viewers! http://www.youtube.com/watch?v=TPRmlPpsVeI