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About the Motto
When I was at Dickinson College in Carlisle, PA I spent some time at the local rock climbing gym in Mechanicsburg. One day, as I was leaving the gym, the owner called out to me - his clinched fist raised for emphasis, "Hey Mateo... CRANK!" Still new to climbing, I responded, "Crank what?" To which he offered the only plausible answer, "Crank everything!"
In the rock climbing world, to crank means to pull on a hold or work a move as hard as possible. However, more broadly, it can be applied to just about anything.
HOOK IT UP!!! expresses a similar sentiment. The exclamation is often accompanied by an enthusiastic gesture with one or both pointer fingers thrown in the air.
HOOK IT UP!!!
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