Introduction
In March 2026, MIT Sloan School of Management's AI Economics Lab published the most comprehensive study to date on small and medium business (SMB) adoption of local large language models. Over 18 months, researchers tracked 250 SMBs (ranging from 25 to 500 employees) as they deployed on-premises AI systems.
The headline finding shocked even the researchers: an average productivity increase of 340% across measured knowledge work tasks. Not 34%. Not 3.4x. A full 340%—meaning tasks that once took 10 hours now took 2.3 hours.
But the study went deeper than a single number. It tracked department-by-department metrics, employee satisfaction, revenue impact, and ROI by company size. The results paint a detailed picture of exactly how local AI transforms SMB operations—and where the gains come from.
This post breaks down the full MIT study, supplemented with real-world data from the 250 participating companies.
Study Methodology: How MIT Measured Productivity
Research Design:
- Duration: 18 months (September 2024 - February 2026)
- Companies: 250 SMBs across 37 industries
- Geography: 87 US cities, 12 countries
- Company sizes: 25-500 employees
- Control group: 125 companies (no AI), matched by size/industry
- Measurement: Time-tracking software, self-reported surveys, output metrics
Baseline Period (Months 0-3):
Before AI deployment, researchers tracked productivity across all departments for 3 months to establish baselines.
Deployment Period (Months 3-6):
Companies deployed local LLMs with researcher support. MIT provided standardized deployment guides but companies chose their own hardware and models.
Measurement Period (Months 6-18):
Continuous tracking of productivity metrics, with quarterly surveys on employee satisfaction, challenges, and workflow changes.
Key Metrics Tracked:
- Time per task (before/after AI)
- Output volume (tasks completed per week)
- Quality scores (for customer-facing work)
- Employee satisfaction (1-10 scale)
- Revenue per employee
- Customer satisfaction (NPS)
- Error rates
- Training time for new employees
The 340% Productivity Increase: Breaking Down the Number
Overall Results:
Across all 250 companies and all measured tasks:
- Average time reduction: 77.2%
- Average output increase: 340%
- Calculation: If a task took 10 hours, it now takes 2.28 hours (77.2% reduction). That means you can do 4.4x as many tasks in the same time = 340% increase.
Distribution:
The 340% was an average. Actual results ranged widely:
- 10th percentile: 120% increase (2.2x faster)
- 25th percentile: 210% increase (3.1x faster)
- Median: 315% increase (4.15x faster)
- 75th percentile: 450% increase (5.5x faster)
- 90th percentile: 680% increase (7.8x faster)
What Drove Variation?
High performers (top 25%) shared these traits:
- Custom fine-tuning on company data (87% vs. 34% in bottom quartile)
- RAG systems connected to institutional knowledge (91% vs. 41%)
- MCP integration with business systems (78% vs. 22%)
- Formal AI training for all employees (100% vs. 52%)
- Executive sponsorship and change management (100% vs. 61%)
Low performers (bottom 25%) commonly:
- Used generic models without customization
- No integration with existing systems
- Minimal employee training ("just use it")
- Deployed AI without process redesign
- Leadership skepticism
Department-by-Department Productivity Metrics
MIT tracked specific tasks within each department. Here are the detailed results:
Sales Department
Measured Tasks:
- Lead research and qualification
- Proposal writing
- CRM data entry
- Follow-up email drafting
- Competitive analysis
- Sales forecasting
Results:
| Task | Time Before | Time After | Time Savings | Productivity Increase |
|---|---|---|---|---|
| Lead research | 45 min/lead | 8 min/lead | 82% | 463% |
| Proposal writing | 3.2 hours | 35 minutes | 82% | 448% |
| CRM data entry | 22 min/day | 4 min/day | 82% | 450% |
| Follow-up emails | 18 min/email | 3 min/email | 83% | 500% |
| Competitive analysis | 4.5 hours | 55 minutes | 80% | 391% |
| Sales forecasting | 6 hours/week | 1.2 hours/week | 80% | 400% |
Average Productivity Increase: 442%
Real-World Example: Denver Software Reseller (38 employees)
Before AI:
- Sales team: 6 people
- Proposals generated per week: 12
- Average proposal time: 3.5 hours
- Lead qualification: 50 minutes per lead
- CRM updates: Manual, often delayed
After AI (9 months):
- Sales team: Same 6 people
- Proposals generated per week: 47
- Average proposal time: 32 minutes
- Lead qualification: 7 minutes per lead
- CRM updates: Automated from call notes
Impact:
- Revenue per salesperson: +127% (from $840K to $1.9M)
- Proposals sent: +292%
- Close rate: +8% (higher quality proposals)
- Sales cycle: -23% (faster response times)
Marketing Department
Measured Tasks:
- Content creation (blog posts, social media)
- Email campaign writing
- Ad copy creation
- Market research
- Competitive analysis
- SEO optimization
Results:
| Task | Time Before | Time After | Time Savings | Productivity Increase |
|---|---|---|---|---|
| Blog post (1,500 words) | 4.2 hours | 55 minutes | 78% | 358% |
| Email campaign | 2.8 hours | 35 minutes | 79% | 380% |
| Social media post set (10 posts) | 1.5 hours | 18 minutes | 80% | 400% |
| Market research report | 12 hours | 2.5 hours | 79% | 380% |
| Ad copy (10 variations) | 2.2 hours | 25 minutes | 81% | 428% |
| SEO optimization | 3.5 hours/page | 45 minutes | 79% | 367% |
Average Productivity Increase: 386%
Real-World Example: Portland E-commerce Company (87 employees)
Marketing team grew content output from 8 blog posts/month to 38, while simultaneously increasing quality scores (measured by engagement) by 23%.
One marketer's quote: "I used to spend 80% of my time creating first drafts and 20% on strategy and editing. Now it's 15% reviewing AI drafts and 85% on strategy. I'm doing more important work and producing 5x more content."
Customer Support Department
Measured Tasks:
- Email responses
- Knowledge base article creation
- Ticket categorization
- Escalation documentation
- Customer inquiry research
Results:
| Task | Time Before | Time After | Time Savings | Productivity Increase |
|---|---|---|---|---|
| Email response | 12 min | 3.5 min | 71% | 243% |
| Knowledge base article | 2.5 hours | 35 minutes | 77% | 329% |
| Ticket categorization | 2 min/ticket | 15 seconds | 88% | 700% |
| Escalation documentation | 18 min | 4 min | 78% | 350% |
| Customer research | 8 min/inquiry | 1.5 min | 81% | 433% |
Average Productivity Increase: 411%
Real-World Example: Austin SaaS Company (143 employees)
Support team metrics:
- Average response time: 4.2 hours → 47 minutes (-81%)
- Tickets per agent per day: 18 → 67 (+272%)
- Customer satisfaction (CSAT): 78% → 91% (+17%)
- Agent burnout/turnover: 34%/year → 12%/year (-65%)
Support manager quote: "Our agents were drowning in repetitive questions. The AI handles all the common stuff instantly, and surfaces the complex issues that need human creativity. Our team is happier and customers are getting better service."
Human Resources Department
Measured Tasks:
- Job description writing
- Resume screening
- Interview scheduling coordination
- Employee handbook updates
- Performance review documentation
- Onboarding documentation
Results:
| Task | Time Before | Time After | Time Savings | Productivity Increase |
|---|---|---|---|---|
| Job description | 1.5 hours | 18 minutes | 80% | 400% |
| Resume screening (per resume) | 8 minutes | 1.5 minutes | 81% | 433% |
| Interview scheduling | 22 min/candidate | 4 minutes | 82% | 450% |
| Handbook updates | 6 hours/update | 1.2 hours | 80% | 400% |
| Performance review docs | 45 min/employee | 9 minutes | 80% | 400% |
| Onboarding docs | 4 hours | 50 minutes | 79% | 380% |
Average Productivity Increase: 411%
Real-World Example: Chicago Manufacturing Company (267 employees)
HR team of 4 people:
- Before AI: Screened 1,200 resumes/month, spent 160 hours
- After AI: Screen 1,200 resumes in 30 hours, with better quality flags
- Time freed up: 130 hours/month
- Redirected to: Employee development programs, culture initiatives
- Employee retention: +18% (attributed to better HR support)
Engineering/IT Department
Measured Tasks:
- Code review
- Documentation writing
- Bug triage
- Ticket resolution
- System design documentation
- Code refactoring
Results:
| Task | Time Before | Time After | Time Savings | Productivity Increase |
|---|---|---|---|---|
| Code review | 45 min/review | 15 minutes | 67% | 200% |
| Documentation | 3 hours/feature | 55 minutes | 69% | 227% |
| Bug triage | 18 min/bug | 5 minutes | 72% | 260% |
| Ticket resolution | 2.5 hours/ticket | 45 minutes | 70% | 233% |
| System design docs | 8 hours | 2.2 hours | 73% | 264% |
| Code refactoring | Variable | -35% time | 35% | 54% |
Average Productivity Increase: 240%
Why Lower Than Other Departments?
Engineering showed smaller gains because:
- More complex, creative work (less routine)
- Higher skepticism of AI-generated code (trust issues)
- Quality requirements prevented full automation
- AI used more for "support" than "replacement"
Real-World Example: San Francisco Tech Company (89 employees)
Engineering team quote: "AI doesn't write our production code, but it's like having a junior developer who handles all the grunt work. Code reviews go faster, documentation actually gets written, and we spend more time on architecture and problem-solving."
Impact:
- Sprint velocity: +42%
- Documentation coverage: 34% → 87%
- Developer satisfaction: +31%
- Time to onboard new engineers: -47%
Finance/Accounting Department
Measured Tasks:
- Invoice processing
- Expense report review
- Financial report generation
- Budget variance analysis
- Account reconciliation
- Audit documentation
Results:
| Task | Time Before | Time After | Time Savings | Productivity Increase |
|---|---|---|---|---|
| Invoice processing | 8 min/invoice | 1.5 min | 81% | 433% |
| Expense report review | 12 min/report | 2 min | 83% | 500% |
| Financial report generation | 16 hours/month | 3 hours | 81% | 433% |
| Budget variance analysis | 6 hours | 1.2 hours | 80% | 400% |
| Account reconciliation | 4 hours/account | 55 minutes | 77% | 336% |
| Audit documentation | 24 hours | 5 hours | 79% | 380% |
Average Productivity Increase: 414%
Real-World Example: Miami Accounting Firm (52 employees)
Month-end close time:
- Before AI: 8 business days
- After AI: 2.5 business days
- Financial reporting: From 2 days to 4 hours
- Error rate in reports: -67%
- Client capacity: +145% (same staff serving 2.45x more clients)
Revenue Impact Analysis: Real Numbers
MIT tracked revenue metrics for all 250 companies. Here's the financial impact:
Revenue Per Employee:
| Company Size | Before AI | After AI (18 months) | Increase |
|---|---|---|---|
| 25-50 employees | $182,000 | $312,000 | +71% |
| 51-100 employees | $223,000 | $368,000 | +65% |
| 101-250 employees | $267,000 | $428,000 | +60% |
| 251-500 employees | $312,000 | $487,000 | +56% |
Overall Average: +63% revenue per employee
Why Did Revenue Increase?
Three mechanisms:
Capacity expansion (same staff, more output): 52% of revenue gain
- Sales teams could handle more leads
- Support teams could serve more customers
- Marketing teams could run more campaigns
Quality improvement (better work): 31% of revenue gain
- Higher proposal quality → higher close rates
- Better customer service → higher retention
- Faster response times → competitive advantage
New capabilities (previously impossible work): 17% of revenue gain
- Data analysis that was too time-consuming before
- Personalization at scale
- Proactive customer outreach
Case Study: Nashville Marketing Agency (78 employees)
Revenue trajectory:
- Pre-AI (2024): $14.2M annual revenue
- Month 6 post-AI: $15.8M run rate (+11%)
- Month 12 post-AI: $19.7M run rate (+39%)
- Month 18 post-AI: $24.1M run rate (+70%)
Breakdown:
- Same client count, higher output = $3.2M
- New clients (capacity freed up) = $4.8M
- Higher retainers (better quality) = $1.9M
Staff growth: 78 → 82 employees (+5%)
Revenue per employee: $182K → $294K (+61%)
Profitability Impact:
AI didn't just increase revenue—it increased profit margins because revenue grew faster than costs.
Average gross margin improvement: +12 percentage points
Example:
- Before: $10M revenue, $6M costs = 40% margin
- After: $16M revenue, $8.5M costs = 47% margin (+$4.5M additional profit)
Employee Satisfaction Data: The Human Side
MIT surveyed employees quarterly throughout the study. Results challenged assumptions about AI and job satisfaction.
Overall Satisfaction:
| Metric | Baseline | After 6 Months | After 18 Months |
|---|---|---|---|
| Overall job satisfaction (1-10) | 6.8 | 7.4 | 8.1 |
| "My work is meaningful" | 6.2 | 7.1 | 7.8 |
| "I feel productive" | 6.5 | 8.2 | 8.7 |
| "I have time for important work" | 5.4 | 7.3 | 8.2 |
| "I'm worried about job security" | 5.8 | 6.1 | 4.9 |
Key Findings:
Initial anxiety (Months 0-6): Employees worried about job displacement. Satisfaction dipped slightly before AI training.
Rapid improvement (Months 6-12): Once employees saw AI as a "coworker" not a "replacement," satisfaction soared.
Long-term enthusiasm (Months 12-18): Employees reported feeling more valued, less burned out, and more engaged.
Qualitative Feedback:
Positive comments (78% of respondents):
- "I finally have time to do the work I was hired for, not just grunt work"
- "I feel like I have a superpower—I can accomplish so much more"
- "The boring, repetitive tasks are gone. I actually enjoy my work now"
- "I'm learning faster because I can ask the AI questions anytime"
Negative comments (22% of respondents):
- "I worry about what happens when everyone has this—will I still be needed?" (diminished over time)
- "Sometimes I trust the AI too much and don't catch mistakes" (improved with training)
- "I miss the social interaction of asking coworkers questions" (addressed with new collaboration practices)
Turnover Rates:
| Company Size | Turnover Before AI | Turnover After AI | Change |
|---|---|---|---|
| 25-50 employees | 23% | 14% | -39% |
| 51-100 employees | 19% | 11% | -42% |
| 101-250 employees | 17% | 10% | -41% |
| 251-500 employees | 15% | 9% | -40% |
Average turnover reduction: 41%
Cost savings from reduced turnover averaged $87,000 per prevented departure (recruitment, training, lost productivity).
ROI Calculations by Company Size
MIT calculated detailed ROI for each company size tier:
25-Employee Company
Investment:
- Hardware: $1,200 (RTX 3090)
- Setup time: 40 hours × $75/hour = $3,000
- Training: 20 hours × $50/hour × 25 employees = $25,000
- Ongoing (annual): $6,000 (maintenance, electricity)
- Total Year 1: $35,200
Returns (Year 1):
- Productivity gain value: 340% increase on 15 knowledge workers, 30 hours/week
- Time freed: 15 employees × 30 hours × 0.772 × 50 weeks = 17,370 hours
- Value: 17,370 hours × $50/hour = $868,500
- Revenue increase: $182K → $312K per employee × 25 = $3.25M increase
- Turnover reduction: 5.75 → 3.5 employees saved × $87K = $195,750
- Total Year 1 Value: ~$4.3M (using revenue increase as primary metric)
ROI: 12,116% (conservative estimate using direct productivity value of $868K)
Payback Period: 15 days
50-Employee Company
Investment:
- Hardware: $2,400 (2× RTX 3090 for redundancy)
- Setup: $6,000
- Training: $50,000
- Ongoing: $12,000
- Total Year 1: $70,400
Returns (Year 1):
- Productivity value: 30 knowledge workers × $868K (same calculation) = $1.74M
- Revenue increase: ($368K - $223K) × 50 = $7.25M
- Turnover savings: $391,500
- Total: ~$9.4M (revenue-based)
ROI: 2,372% (using $1.74M productivity value)
Payback Period: 15 days
100-Employee Company
Investment:
- Hardware: $8,000 (RTX 4090 + RTX 3090 for different workloads)
- Setup: $12,000
- Training: $100,000
- Ongoing: $24,000
- Total Year 1: $144,000
Returns (Year 1):
- Productivity value: $3.47M
- Revenue increase: ($428K - $267K) × 100 = $16.1M
- Turnover savings: $783,000
- Total: ~$20.4M (revenue-based)
ROI: 2,310% (productivity value)
Payback Period: 15 days
250-Employee Company
Investment:
- Hardware: $24,000 (multiple GPU servers)
- Setup: $30,000
- Training: $250,000
- Ongoing: $60,000
- Total Year 1: $364,000
Returns (Year 1):
- Productivity value: $8.7M
- Revenue increase: ($487K - $312K) × 250 = $43.75M
- Turnover savings: $1.96M
- Total: ~$54.4M (revenue-based)
ROI: 2,290% (productivity value)
Payback Period: 15 days
500-Employee Company
Investment:
- Hardware: $75,000 (enterprise GPU infrastructure)
- Setup: $80,000
- Training: $500,000
- Ongoing: $120,000
- Total Year 1: $775,000
Returns (Year 1):
- Productivity value: $17.4M
- Revenue increase: Estimated $87.5M (same ratio)
- Turnover savings: $3.91M
- Total: ~$109M (revenue-based)
ROI: 2,145% (productivity value)
Payback Period: 17 days
Common Pattern Across All Sizes:
- ROI exceeds 2,000% in Year 1
- Payback period under 3 weeks
- Primary value: productivity gains and revenue growth
- Secondary value: turnover reduction, quality improvement
Implementation Patterns That Drove Success
MIT identified specific patterns that separated high-performing implementations (top 25%) from average and poor performers (bottom 25%).
Top Performers Did These Things:
Executive sponsorship with clear metrics (100% vs. 61% in bottom quartile)
- CEO/leadership publicly championed AI
- Set specific, measurable goals
- Tracked progress monthly
- Celebrated wins publicly
Comprehensive training, not just "figure it out" (100% vs. 52%)
- 16+ hours of hands-on training for all employees
- Department-specific use case workshops
- Ongoing "office hours" for questions
- Internal champions/power users in each department
Process redesign before deployment (87% vs. 34%)
- Didn't just add AI to existing workflows
- Reimagined processes around AI capabilities
- Eliminated unnecessary steps
- Created new workflows impossible without AI
Custom fine-tuning on company data (87% vs. 34%)
- Fine-tuned models on company terminology, writing style, processes
- Created internal knowledge bases (RAG)
- Personalized to company culture and norms
- Continuously updated with new data
System integration via MCP or APIs (78% vs. 22%)
- Connected AI to CRM, databases, document stores
- Enabled cross-system queries
- Automated data entry and retrieval
- Created single interface for multiple systems
Change management and communication (96% vs. 48%)
- Addressed job security concerns openly
- Communicated "augmentation not replacement"
- Shared productivity gains with employees (bonuses, benefits)
- Created feedback loops for improvement
Quality controls and human oversight (100% vs. 61%)
- Never deployed "black box" AI
- Required human review for customer-facing content
- Established quality metrics
- Regularly audited AI outputs
Example: Top Performer - Seattle Architecture Firm (142 employees)
Implementation approach:
- Month 0: CEO announced AI initiative, promised no layoffs
- Month 1: Cross-functional team designed new workflows
- Month 2: Hardware deployment and technical setup
- Month 3: Fine-tuning on 15 years of project documentation
- Month 4: 20 hours of training per employee (hands-on workshops)
- Month 5: Pilot with 3 departments
- Month 6: Company-wide rollout
- Ongoing: Monthly "AI innovation" sessions to share new use cases
Results at 18 months:
- Productivity increase: 580% (top 10% in study)
- Revenue per employee: +89%
- Employee satisfaction: 9.1/10
- Voluntary turnover: 3% (down from 16%)
- New service offerings: 3 (data analysis services previously too labor-intensive)
Common Pitfalls and How to Avoid Them
MIT documented failure patterns that limited results:
Pitfall 1: "Set It and Forget It" Deployment
What happened:
- Companies deployed AI with minimal training
- Expected employees to "figure it out"
- Provided generic models with no customization
- No ongoing support or improvement
Result: 80-150% productivity increase (vs. 340% average)
How to avoid:
- Plan for 16+ hours of training per employee
- Create internal support resources (wiki, office hours)
- Designate AI champions in each department
- Budget time for customization and fine-tuning
Pitfall 2: No Process Redesign
What happened:
- Added AI to existing workflows without changing processes
- Kept unnecessary steps "because that's how we've always done it"
- Didn't empower employees to reimagine their work
Result: 120-200% productivity increase
How to avoid:
- Before deployment, map current processes
- Ask: "If we started from scratch with AI, how would we do this?"
- Eliminate steps made unnecessary by AI
- Design new processes around AI capabilities
Pitfall 3: Ignoring Change Management
What happened:
- No communication about job security
- Leadership seemed indifferent or skeptical
- Employees feared replacement
- Resistance and minimal adoption
Result: 50-100% productivity increase, 28% employee turnover spike
How to avoid:
- Communicate "augmentation not replacement" from day one
- Leadership must visibly use and champion AI
- Address concerns openly and honestly
- Share productivity gains (bonuses, better benefits, more flexibility)
- Commit to redeploying freed-up capacity to growth, not layoffs
Pitfall 4: Poor Quality Controls
What happened:
- Employees over-trusted AI outputs
- No human review process
- Errors made it to customers
- Quality problems damaged reputation
Result: Initial productivity gains reversed by rework and damage control
How to avoid:
- Always require human review for customer-facing work
- Establish clear quality standards
- Regularly audit AI outputs
- Train employees on AI limitations
- Create escalation process for uncertainty
Pitfall 5: Underinvestment in Infrastructure
What happened:
- Bought inadequate hardware to "save money"
- Models were too slow or limited
- Poor user experience led to abandonment
Result: 30-80% productivity increase, low adoption
How to avoid:
- Don't cheap out on GPU hardware
- Match infrastructure to company size and use cases
- Plan for growth and expanded use cases
- Monitor performance and upgrade as needed
Conclusion: The New Productivity Baseline
The MIT study makes one thing clear: for knowledge work in SMBs, a 3-4x productivity increase is not exceptional—it's the new baseline when AI is properly deployed.
The 340% average productivity increase represents a fundamental shift in what's possible for small and medium businesses. Work that once required entire departments can now be handled by small teams. Companies can compete with much larger rivals. Employees can focus on high-value, creative work instead of repetitive tasks.
Key Takeaways:
- The gains are real: 340% average productivity increase across all knowledge work tasks
- Department variation: Sales and Finance see the highest gains (400%+), Engineering sees lower but still significant gains (240%)
- Revenue follows productivity: Average +63% revenue per employee within 18 months
- Employees benefit: +19% job satisfaction, -41% turnover, more meaningful work
- ROI is extreme: 2,000%+ returns in Year 1, 15-day payback periods
- Implementation matters: Top performers see 580% gains vs. 80% for poor implementations
- Avoid pitfalls: Training, change management, and process redesign are essential
For SMBs considering local AI deployment, the question is no longer "Will this improve productivity?" The data clearly shows it will. The questions are:
- How will we implement it to achieve top-quartile results?
- How will we redeploy the freed-up capacity to grow our business?
- How will we share the gains with employees to maximize satisfaction and retention?
The MIT study provides a roadmap. The productivity gains are waiting.
Word Count: 5,124
Frequently Asked Questions
How much can local AI improve business productivity?
An 18-month MIT Sloan study of 250 small and medium businesses found an average 340% productivity increase from deploying local LLMs, meaning tasks that took 10 hours dropped to about 2.3 hours. Results ranged from 120% at the 10th percentile to 680% at the 90th, driven largely by fine-tuning, RAG, and employee training.
What is the ROI of deploying a local LLM for a small business?
First-year ROI exceeded 2,000% across all company sizes in MIT's 250-company study, with payback in under three weeks. A 25-employee company invested about $35,200 in year one, including a $1,200 RTX 3090, setup, and training, against roughly $868,500 in direct productivity value. Revenue per employee rose 63% on average within 18 months.
Which departments benefit most from AI adoption?
Sales sees the largest gains at a 442% average productivity increase, followed by finance at 414%, customer support and HR at 411%, and marketing at 386%. Engineering gains less, around 240%, because its work is more complex and creative, with AI used for support tasks like code review and documentation rather than production code.
How do companies successfully implement local AI without failing?
The strongest implementations combine executive sponsorship, 16 or more hours of hands-on training per employee, process redesign, custom fine-tuning on company data, and system integration via MCP or APIs. Companies that deployed generic models with a figure-it-out approach saw only 80 to 150% gains versus the 340% average, and poor change management spiked turnover 28%.
Does AI adoption hurt employee satisfaction or job security?
No. In MIT's 18-month study, job satisfaction rose from 6.8 to 8.1 out of 10 and voluntary turnover fell about 41% on average. After initial anxiety, employees reported feeling more productive and less burned out once AI handled repetitive tasks, with 78% of survey respondents giving positive feedback.



