Get the Most Out of Your PMA Membership

Did you know about these great member benefits?

In addition to serving as the collective voice for our members, the PMA offers an extensive array of benefits. After all, that’s what we mean by Our strengths. Your gains.

You may be surprised to discover some of the following perks:

• Complimentary attendance at Processing Technique Seminars
• Discounted fees for exhibit space and attendance to the Annual Meeting
• Discounts of up to 40% on over 500,000 products
• Free consultations about regulations, health and safety from Industry Hygienist Ted Hogan of Theodore J. Hogan & Associates
• Free industry-related legal advice from Reinhart Boerner Van Dueren, SC Environmental Department shareholder Donald P. Gallo
• Updates on industry regulations
• Exclusive access to industry data, including technical papers and manuals
• Collaboration across PMA members regarding best practices, new and emerging technologies, and networking

We know that ROI is a major topic. The first five bullets alone are valued at $6,000—while the updates, exclusive access and collaboration can benefit your organization exponentially.

To learn how you can take advantage of these member benefits, please contact PMA Member Services’ Sam Ferrito (262-796-4088, sam.ferrito@rexnord.com) or Andy Clock (203-573-2860, andy.clock@chemtura.com).

In One Word – MORE

PMA’s “The Post-Recession State of the Industry” study shows cast polyurethane is gaining new fans by giving customers more advantages

More products and parts are made out of cast polyurethane than ever before. More OEMs and product designers are choosing to use cast polyurethane instead of popular materials including rubber, metal and plastic.

Why? Because cast polyurethane as a material has become more durable, more resistant to chemicals and more abrasion resistant. And because PMA members are doing more to promote these advantages in the marketplace.

Gaining new fans by giving customers more was one of many key themes that arose from the PMA’s “Post-Recession State of The Industry” study. Read a brief synopsis or download the full report.

Thanks to our fellow PMA members’ material advancements, cast polyurethane is making inroads into a variety of new markets. Look for cast polyurethane to play a greater role in applications involving tires/wheels, defense, medical, automotive, mining and oil and gas production. You’ll also find PMA members reaching out to new verticals where cast polyurethane is well suited for specific applications.

With cast polyurethane growing in popularity and in features, OEMs and product designers will be looking for more information and greater guidance on the material. To continue to increase overall use of the material, we must be diligent in our efforts to educate decision-makers on the versatility of cast polyurethane and its many applications.

Have any education ideas? Or have a story related to cast polyurethane growing in popularity among your customers? Share it! Send an email to Brenda Campbell at bcampbell@insideSH.com or call her at (414) 270-3521.

Tips to Make Your Company a Safe and Healthy Workplace

PMA members can benefit from free safety and health advice

As we approach the end of the year, PMA members should take the time to reflect on their safety practices.

A safe and healthy work environment is proven to significantly reduce direct costs from workers’ compensation payments, medical expenses and legal services, as well as indirect costs including lost productivity, accident investigation, and training and replacing employees.

New safety processes are even resulting in improvements in productivity and profitability. One OSHA study cited a plant with 50 employees that decreased defects and saved more than $265,000 by following a more rigid health and safety program.

At the PMA, we take health and safety seriously and strongly encourage our members to do the same. For example, we’ve issued extensive MbOCA guidelines. We’ve also partnered with Dr. Ted Hogan, a leading Industrial Hygienist, who has developed the Comprehensive Safety and Health Model Program for our organization.

As a member, you can get up to up to two hours of industrial safety and health guidance from Dr. Hogan per year—at no charge. He can be reached at (877) 94-HOGAN or (630) 257-3939.

In the meantime, here are some tips from Dr. Hogan’s plan to help you create a safe and healthy working environment for employees.

• Have a mandated health and safety program.
• Develop a checklist and guidelines.
• Form a safety committee to improve and develop procedures.
• Maintain detailed records of accident reports and fatalities, illness or injuries.
• Schedule periodic safety inspections to examine equipment, hazards & jobs.
• Keep all work areas, floors and aisles in a clean condition.
• Clean up spills and leaks properly, particularly of TDI and MbOCA.
• Develop a written emergency evacuation plan and train each employee.

Breaking the Chain: Belts Bring New Benefits to Bicyclists

Polyurethane belts replace traditional metal roller chains

Bicycle chains are receiving a well-deserved upgrade, thanks to PMA member Gates Corporation. As featured in a recent New York Times article, polyurethane belt systems are all the rage among commuter and city bicyclists, who no longer have to bother with the burden of oiling and cleaning standard metal rolling chains.

Gates Corporation’s grease-free alternative belts are made of polyurethane and shot through with carbon cords, which increase tensile strength and resistance to weathering. On one side of the belt, a series of teeth work with metal pulleys to turn the belt as the pedals rotate.

The benefits of cast polyurethane belt systems extend beyond lower maintenance into greater durability and a quieter biking experience. Polyurethane belts last far longer than metal chains and are expected to grow immensely in popularity among bikers. They’re already included on models from top brands including Trek, Raleigh and Specialized Global.

The Gates Corporation, based in Denver, makes industrial and auto parts for a number of applications. The company has been developing bicycle belt systems since 2007. Its latest system, CenterTrack (available next year), expands its offerings in the growing bike commuter market.

Have your own polyurethane success story you want to share? Shoot us an email at bcampbell@insideSH.com

What Makes a Surprisingly Versatile Story?

PMA is always on the lookout for great stories, industry trends and case studies to use in our marketing efforts.

Your story ideas are vital, so that we can demonstrate the benefits of cast polyurethane in consistent and compelling ways.

We can reach out with these stories to our core industry publications, along with media related to members’ different industry segments—mining, oil and gas, tires and wheels, among others—because if we don’t share these stories, nobody else will.

So what really makes a good story?

Here are a few pointers on the types of stories we’re looking for:

• New urethane material or product announcements
• Examples of replacing parts traditionally made of metal or rubber with cast polyurethane
• How your company is advancing the cast polyurethane industry
• Industry trends you’re experiencing
• New industries you’re breaking into using cast polyurethane products
• Business issues you’re struggling with (i.e. lack of talent in the workforce)
• How you find value in your PMA membership
• Impact of regulations on member companies

By no means is that a full list—just some general guidelines. So if you or someone else at your company has a great story to share, we’re eager to hear it.

Tell us today in the comments. Or contact Brenda Campbell at bcampbell@InsideSH.com 414-270-3521.

End-of-Year Marketing Momentum: A Scholarship, a Survey and More

As the weather gets colder, PMA marketing efforts are heating up. Here’s a sneak peek at what’s in store for the rest of the year.

Scholarship Competition
We’re happy to launch the second annual Surprisingly Versatile design scholarship competition.

This year, we’ve adjusted the program slightly to encourage more entries. One winner will receive a $4,000 scholarship and $1,000 for travel expenses to the 2011 PMA Annual Meeting and Supplier Showcase.

Please spread the word to engineering students who may be interested in this fantastic opportunity. Read all the scholarship details.

Member Survey
Next month, we’ll be releasing the results from our member survey. We received a strong response from our membership and have a number of key findings to report.

By sharing findings with the media, as well, the report will help generate greater visibility for the association and our industry.

News and Networking

PMA continues to bring members new stories and information through this blog while also promoting content on Facebook and LinkedIn.

We’ll also be looking at speaking and partnership opportunities with similar associations and business groups.

And as always, we’re open to new marketing ideas, so please feel free to share yours with our marketing partner, Scheibel Halaska Inc., contact Brenda Campbell at bcampbell@InsideSH.com 414-270-3521.

Students: Test your design skills for a $4,000 scholarship!

Material science, design, and engineering students are encouraged to participate in the PMA’s Second Annual Surprisingly Versatile Design Competition. The student who exhibits the best, most versatile use of cast polyurethane will be awarded a $4,000 scholarship and receive $1,000 for travel expenses to attend the PMA’s 40th anniversary meeting on April 10-12, 2011 in Amelia Island, Fla. The competition requires a written report, design and finished prototype of a cast polyurethane part that is traditionally made of common metal, rubber or other plastic. The project will help students become more aware of the diverse capabilities of cast polyurethane.

The written report, design and finished prototype must be received by February 15, 2011. The winner will be selected by the PMA Education Panel and notified by mail in March.

For technical requirements, judging criteria and more information, please visit the PMA’s scholarship site at http://www.pmahome.org/scholarship.aspx.

Look for Us in the News

Check out October’s Rubber World and Manufacturing Digital and you’ll recognize a few members.

In the upcoming issue of Rubber World, PMA member Chuck Ruffing, technical director of Rubber Rolls Inc., discusses the benefits of using urethane instead of rubber where possible, including:
 More load-bearing capacity
 Greater tear strength
 Better compression set
 Stronger abrasion resistance
 Higher tolerance to greases, oils and ozone

In Manufacturing Digital, PMA shares the success stories various members have found post recession in capturing new opportunities—setting a great example for other manufacturers in the post-recession era. Several PMA members across the country are highlighted for their company’s efforts in finding new applications and gaining business back.

With advice from Jeff Dietrich, senior analyst of the Institute for Trend Research and speaker at the PMA Annual Meeting 2010, this article provides tips for manufacturers to maintain customers and remain profitable in 2010 and beyond.

As always, we encourage each of you to send us story ideas. You, too, can see your story in print. Until then, take a peek at our upcoming stories.

If you have a story to share, please send an email to Rachel McCormick at rmccormick@insideSH.com

Check Your Inbox for the PMA Membership Survey

To stay on top of the latest knowledge and trends in cast polyurethane, the PMA is rolling out our first member survey. In the next few weeks, all PMA members will be getting an email from us with a link to the survey online.

Please respond to the survey as soon as you can, answering all questions to the best of your knowledge. It should only take a few minutes.

Your feedback will help create benchmarks, allowing you to better understand the cast polyurethane market and where your company stands among other members. We’ll also use what we learn to help us promote the strength and vitality of the cast polyurethane industry in the coming year.

If you have any questions regarding the survey, please feel free to comment on this post or send us an email to the address provided below.

Want to see your story in this blog? Send an email to rmccormick@insidesh.com

Innovative DirectSkinning Process Meets the BMW Test

Technology Enables Plastic Part with a PUR Coating, All in One Mold

Exciting new advantages of PUR have the spotlight in Modern Plastics’ article “Molded parts get PUR coating in a single mold.”

DirectSkinning is a new technology involving multicomponent injection molding into a single mold—with one of the materials being a PUR coating that protects its thermoplastics substrate. First appearing at the K show in 2004, the technology had to develop some thick skin to meet commercial requirements for cost and efficiency.

In production at fischer automotive systems GmbH, a German processor of plastics, the DirectSkinning decorative panel seals off a kinematic drawer on the dashboard, directly above the central console. The panel is produced in five colors and has about a 1.4-mm-thick PUR covering based on plastics supplier Bayer MaterialScience’s Bayflex LS (Light Stable) material. The thickness of the PUR coating can be adjusted to a manufacturer’s need.

PUR surfaces provide additional protection and aesthetic appeal to parts. The stability of the product’s polyurethane surface has been tested through heat aging, hot-light aging, climatic change and solar stimulation showing no surface defects, discoloring or other issues over the service life of the product.

If you have a cast polyurethane success story that needs to be told, let us know! We’d love to hear from you. We are always looking for PMA member stories to share.

Have an idea? Shoot us an email at rmccormick@insideSH.com

PMA Grows Membership by 13 Percent

In an off-year for most manufacturers and suppliers, the value of joining an association becomes clear. Posting a 13 percent gain in membership, the PMA leads the way in promoting cast polyurethane as a critical product component.

Now more than ever, processors and suppliers are turning to the PMA for resources and knowledge regarding:

  • The latest technology (see our technical papers and seminars)
  • Regulatory practices
  • Material science.

Plus, we continue to work vigilantly with members to spread the word on the strength and versatility of cast polyurethane as a material, exposing its advantages to new businesses and diverse markets.

Few companies would be able to dedicate so many resources to the advancement and development of cast polyurethane. As the exclusive organization dedicated to this material, we have a lot to provide our members, helping them win in what continues to be a challenging market.

As we further our mission of advancing cast polyurethane, we’d like to thank our current membership base as well as announce our latest partners. Please welcome the following new members:

- AdvanSource BioMaterials Corp
- American Polymer Products, Inc.
- BASF Corporation
- Bihler Flex
- Hewlett Packard
- Michelin North America
- Novatech
- Pittsburgh Plastics Mfgs, Inc.
- Polycoat Products
- Puma Polymers
- Uni-Eastern Sportswear Mfg, Ltd.

If you know someone interested in joining or if you have a story to share for our blog, please email Rachel Jennings at rjennings@insideSH.com

Positive News for Polyurethane Manufacturers

You don’t have to ask anyone – how was 2009? It was a tough year all around. And even earlier this year, economic reports were confusing.

But finally, we’re seeing a steadier uptick, including in the polyurethane market. Below are several industry highlights:

U.S. Manufacturing Executives
In a recent survey conducted by KMPG International, U.S. executives were optimistic about their business prospects over the next 12 months. 71% believed that the recovery will continue into the next year and business activity, revenues and profits will be higher.

Conveyor Belt
Recovering from a 22.7% decline in shipments in 2009, the conveyor belt industry has started 2010 with confidence. Booked orders increased 15% from January to February. Executive member annual meeting attendees of the Conveyor Equipment Manufacturing Association cautiously predict a 2% increase in 2010 shipments.

Automotive
Sharp sales increases across the automotive sector show a recovering industry. Industry giants, General Motors, Toyota, Nissan and Hyundai all experienced sales gains in March. Ford showed the most impressive growth with the best monthly sales increase (43%) in over 25 years. Positive gains among top automotive manufacturers will continue to trickle down to parts and component manufacturers.

For those doing business in these industries, it’s certainly a good time to boost your sales efforts and reconnect with customers.

Got an idea? A story to share? Let us know by emailing Rachel Jennings at rjennings@insideSH.com.

Resources and Research Help Product Innovations

Plastics changed the material game. In what once was a predominately metal and ceramic product driven world, plastic, for nearly 60 years, has grown in popularity at an unparalleled rate in comparison to most materials. Extensive research and a desire to continuously improve has pushed plastics and more specifically cast polyurethane to where it stands today as one of the most utilized materials in the world.

Rising out from its plastic family, the future direction of cast polyurethane is limitless, but constant research is inevitably vital to its growth as the material pushes its traditional barriers to replacing stainless steel and someday into high heat applications like automotive engines.

As urethane processors, the heavy weight of innovation comes to bear on you. But there are resources that can help take the load off from material analysis labs to research institutes and higher education.

These resources can help pinpoint the right material to prevent product failure or even tell you, more importantly, why your last product failed. For most processors, product failure is most commonly associated with human error in material selection/substitution, design, processing and in the mis-use of the product.

With hundreds of material combinations and grade modifications, it’s nearly impossible for a designer to be up on the latest materials. Early collaboration with experts ensure consistent quality, product reliability and in some cases cost savings from shorter production or less expensive materials. Plus designing to stringent quality restrictions and standards has become a critical reality in processing with an increase in product liability claims, environmental concerns and quality and approved supplier certification. There just isn’t room for a “break”.

It’s a thin line between perfect material selection and optimum performance and product failure. For plastic processors, it’s absolutely essential that they understand a materials’ fundamental nature, limitations and know there are experts who can help. Perhaps you don’t have the capital to internally house an expert or your expert doesn’t have time due to other obligations, but that’s no reason to take a risk in a product or worse not to innovate. An investment in research is well spent – look how it’s turned out for the industry already.

If you have any suggestions to additional benefits that the PMA does not currently offer and would like to see it added to your membership, please leave a comment or send your idea to rjennings@insideSH.com.

Don't Miss the 2010 Annual Meeting and Showcase

The PMA Annual Meeting is approaching fast – May 8th – 11th at Caesars Palace in Las Vegas. It’s a time to learn, network with new and old members and have little old-fashioned fun.

Have you signed up? Register now!

This year’s meeting is definitely worth the investment. We’re providing more help than ever to make sure your company is ready for the economic turnaround.

Below are a few highlights to look forward to:

Process Technique Seminars and Technical Papers. All day Saturday, we’ll conduct detailed sessions on complex topics ranging from Adhesives for Bonding Polyurethane to Failed Parts. You’ll gain valuable knowledge that will help solve pesky manufacturing challenges and bring greater efficiency to your operations. In addition to our seminars, we’ll select the best technical papers from among our members to highlight new findings and trends.

Energy and Cost Saving Panel. As energy costs continue to swallow profits, we’ve assembled a panel of experts to speak on what you can do to reduce costs in your facility while maintaining operational excellence.

Forward-Thinking Speakers. The future of polyurethane manufacturing is largely undefined, but careful research can help you shape your operations for success in the coming years. Jeff Dietrich, Senior Analyst, Institute for Trend Research, will discuss how to identify trends to maintain a competitive advantage in a tough market.

Growth through Green. Environmental sustainability is another trend we think is here to stay. Byrd Baggett, Certified Speaking Professional, is an expert in “greening” businesses across the manufacturing sector. He knows the tricks to being Earth-friendly while increasing your bottom line, even in a down economy.

This is only the beginning of the lasting value this year’s meeting will provide. And here at the PMA, we’ve worked hard to drive down meeting costs while delivering excellent meeting content.

We hope to see you in Vegas. For some classic Roman fun at Caesars Palace, don’t forget your gladiator getup for the Welcome Reception!

PMA Membership Has Its Privileges

Are you taking advantage of all the benefits of PMA membership?

The value of belonging to an association like ours can be forgotten in the midst of handling business operations and personal obligations. So here’s a reminder that PMA is here to help you and your company stay ahead of the curve and operate to the best of your ability.

A sampling of the most valuable PMA tools:

- Networking: The relationships you build at PMA create new opportunities for you professionally and for your business. Who knows? You might find a unique partnering opportunity where you both can provide new advantages to customers.

- Problem solving: Use PMA as a forum for questions. Have a molding issue? Bring it up to a fellow molder. Our collaborative knowledge as a group is much stronger than our individual knowledge.

- Marketing: PMA works with a strategic partner to promote the urethane industry in the media. Case studies or story ideas that highlight the advantages of using polyurethane versus other materials are always welcomed from members. Have any ideas? Shoot us an email.

- Industry education: PMA keeps you at the tip of emerging trends through Processing Technique Seminars. Each training seminar provides in-depth, hands-on education courses on everything from the basics to advanced techniques in the cast urethane industry.

- Compliance: As we discussed in a previous blog, PMA can help you with regulatory compliance at your facility with our Regulatory Compliance Self-Certification Program. In the process, we help keep your employees safe and operations running smoothly, resulting in lower costs and risks for fines and liability.

- Safety and compliance solutions: PMA has partnered with J.J. Keller to provide members with a resource for a broad spectrum of regulatory compliance products from training programs, guides, and manuals to recordkeeping materials and forms. PMA members receive a 10% discount on all online purchases.

- Legal Counsel & Industrial Hygienist Consulting Service: PMA contracts with Don Gallo, shareholder in the Environmental Department of Reinhart Boerner Van Dueren, SC. Don is able to help with a variety to environmental, issues from cost recovery and contribution to insurance recovery and permitting. We also work with Dr. Ted Hogan, Industrial Hygienist, who has developed a Comprehensive Safety and Health Model Program for PMA members. Dr. Hogan is able to privately address questions between meetings for up to two hours per year for no fee.

This list by no means is comprehensive. We offer so much more, so don’t forget: we’re here to help.

If you have any suggestions to additional benefits that the PMA does not currently offer and would like to see it added to your membership, please leave a comment or send your idea to rjennings@insideSH.com

Rolling Power: Urethane Is the Wheel Deal

You might say polyurethane has “reinvented the wheel.” And in this case, that’s a very good thing.

From the most spectacular skateboarding stunts to the world’s fastest roller-coasters, urethane has played a game-changing role in many people’s lives.

And yet, the story of cast polyurethane remains relatively unknown. But at PMA, we’re working to change that.

Here are a two quick snapshots of our material’s success.

n The Skating Sensation. No other elastomer or plastic wheel can meet the high-wear demands of skateboarding, in-line skating and the street luge. For all of these sports, urethane provides the necessary grip, roll and durability allowing for us to marvel at the athletes who defy gravity and air with fearless speed. The material’s superior durability is credited with enabling a skateboarding revolution and spawning an entire movement in the 1970s.
n Incredible Coasters. Racing down the track of one of today’s lightning-fast roller-coasters wouldn’t be half the hair-raising experience it is without urethane wheels. It’s in the chemistry, notes Trevor Hite, general manager of entertainment ride company Chance Morgan. Urethane wheels reduce friction on the steel tracks, wear longer and produce quicker speeds than ever.

And don’t forget a humbler but no less important advancement achieved on urethane wheels—suitcases that glide smoothly through long airport corridors, rather than weighing down weary travelers.

Clearly, urethanes have been on a roll for many years, and the potential for the material remains strong. However, to turn that potential into reality, we must continue to educate the market about these exciting successes.

So let’s all do our part and spread the word.

See any stories we missed? Feel free to share your favorite urethane wheel stories below or as always shoot us an email at rjennings@insideSH.com.

PMA Member Brings Relief to Haiti

Last month, our neighbors in Haiti experienced a harrowing earthquake devastating the small island. We’ve all seen the vivid images come across the screen from the capital Port-au-Prince —the damage and suffering of the people and country is insurmountable. As the people of Haiti pick up the pieces, fellow PMA member Otto Bock has pitched in to help by creating a fundraising campaign, “Children in Need- Help for Haiti”, through the Otto Bock Foundation.

In cooperation with its partners, the Otto Bock Foundation is raising money to provide medical-orthopaedic care for as many seriously injured children as possible and subsequently assuring their future mobility with prostheses, orthoses and wheelchairs. Already, there have been between 2,000 and 4,000 new amputations reported.

Otto Bock is also donating a replacement lab-on wheels to the Ivan R. Sable foundation for the orthotic and prosthetic lab that was destroyed. A new lab is greatly needed as in the next coming weeks there will be an increase in the needs for materials and products as healthcare moves from critical/life-saving initiatives to long-term, sustainable solutions like fitting prosthesis. Throughout this process, Otto Bock will be providing both financial and product support.

As urethane manufacturers, it may not always be clear in which ways we can help those in need, but Otto Bock has found a unique way to combine their skills and services to make a difference. If you haven’t already, please consider taking the time to help with the relief effort. You can assist Otto Bock in its efforts by donating to their foundation. Or you can make either a financial or product donation to the AOPA through the Haitian Amputee Relief Initiative. If none of these organizations fit your company, check out some of the other ways you can help.

Otto Bock HealthCare is a Germany-based company, with offices in the U.S. and Canada, that offers products and services to help people increase and retain their physical independence.

We want to hear your stories on how as manufacturers you make a difference in your community. If you have a story, please either comment below or send it to rjennings@insidesh.com.

Leading the Way

Congrats to Mike Katz, our new President at the PMA!

Mike was the former Vice President and Treasurer and is now in charge of providing leadership and direction to board members and chairing the quarterly and annual meetings. As President, he will be working to continue to grow the organization and advance the cause of cast polyurethane to the benefit of all of its members. He specifically would like to increase the number of suppliers and processors that become members. If you know of someone who truly could benefit from joining, please pass their name and contact information along to us.

In the coming year, Mike will also be expanding educational outreach to technical schools providing engineering students with the opportunity to work with cast polyurethane and learn more about its benefits and challenges as a material.

He is hoping to increase engagement and conversations with members and prospects through social networking sites such as Facebook and LinkedIn. If you have not already become a member of our LinkedIn group or a fan on our Facebook Fan Page, join the conversation!

Mike is the President of Molded Dimensions, a manufacturer that engineers and molds custom polyurethane and rubber mechanical parts for both OEMs and aftermarket industries. He holds a Bachelor of Science degree in Aerospace Engineering from the University of Michigan in Ann Arbor and a Master of Business Administration degree from Harvard University in Cambridge, Mass.

Like all of you, we are excited to see Mike lead the PMA for the next two years!

What changes would you like to see the PMA make in 2010?

About "Surprisingly Versatile Blog"

Welcome to the blog of the Polyurethane Manufacturers Association (PMA), the organization that brings together the best companies and the most comprehensive knowledge in the cast polyurethane industry. Visit here often for the latest technology, practices and expertise in cast polyurethane—one of the toughest and most versatile manufacturing materials in the world.

About Cast Polyurethane

Many manufacturers and designers may be surprised to learn of cast polyurethane’s physical versatility. Capable of being as flexible as a rubber band or as rigid as some metals, cast polyurethane is especially appropriate for parts that require toughness and durability. It’s a viable alternative to plastic, metal and rubber in a variety of applications. Discover more about cast polyurethane.

About the Polyurethane Manufacturers Association

As the only association dedicated to the advancement of cast polyurethane, PMA www.pmahome.org strives to expand the use of cast polyurethanes into new markets. By using this durable, versatile material, our members win, their customers win, and consumers win, too. That’s what we mean when we say our strengths are your gains.