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Jp Zbjbffl C`bj

w`tm _la A`zfmebz led Ol`hp Vphleva`

@efcrdbv `e~rt izkh 29 bfkvpvtbh fketz`jrtkzv

Fketbet?

Tmb Ebw Hlzabt`eg B|rlt`ke

Wmp Kzgle`lt`kev Hrvt ZbjlclefbIbjzrlzp

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Tljcb ki FketbetvB}bfrt`yb Vrhhlzp %%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%% 6Hbtmkdkckgp %%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%% 4Bfkvpvtbh @e~rt %%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%% 4Fkz~kzltb ^zlft`t`kebzv %%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%% 4Fketbet Hlzabt`eg Vbzy`fbv %%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%% 2Dkhl`e B}~bztv %%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%% 2Lfaekwcbdgbhbetv %%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%% 2 Hlzabtbzv Lzb Rejlclefbd lv Tmbp Vm`it izkh ^rvm tk ^rcc %%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%% 9Kzgle`lt`kev Hrvt Zbjlclefb %%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%% 9Ikrz Iredlhbetlc Vtb~v Tkwlzd Fketbet Hlzabt`eg Hltrz`tp %%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%% 7

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B}bfrt`yb Vrhhlzp

Fketbet hlzabt`eg# kz fzblt`eg led ~rjc`vm`eg hbd`l zltmbz tmle zbet`eg ldybzt`v`eg t`hb ledv~lfb# mlv lcwlpv b}`vtbd%Bhbzg`eg d`g`tlc tbfmekckg`bv# ~cltikzhv# led fmleebcv ekw beljcblep jzled tk ireft`ke lv l hbd`l fkh~lep w`tm ybzp zblc ldyletlgbv? jr`cd`eg jzled`eg#

lwlzbebvv# tzrvt# ~rzfmlvb `etbet# led wkzd(ki(hkrtm# lv wbcc lv ckwbz`eg lf|r`v`t`ke fkvtv led`efzblv`eg beglgbhbet w`tm tlzgbt lrd`befbv% Frvtkhbzv lzb tre`eg krt ldybzt`v`eg lv tmbp gkkec`eb tk zbvblzfm ~rzfmlvbv1 `etbzlft w`tm jzledv1 led vbba krt ebwv# betbztl`ehbet# led`ev~`zlt`ke% Hlzabtbzv fle vbzyb frvtkhbzv led ~zkv~bftv w`tm fketbet tmzkrgm bybzp ~mlvb kilwlzbebvv# jzled`eg# `etbet# fkeybzv`ke# led frvtkhbz vbzy`fb% Pbt# rec`ab ldybzt`v`eg# fketbet`e`t`lt`ybv lzb fket`erlc zltmbz tmle b~`vkd`f# ~clf`eg ebw dbhledv ekt orvt ke hlzabt`egkzgle`lt`kev# jrt lcvk lfzkvv tmb betbz~z`vb lv l wmkcb%

Fketbet hlzabt`egzb|r`zbv l vm`it `e fkh~lep frctrzb# zbvkrzfbv# jrdgbtv# ~lztebzv# ledvtzltbgp% Zbjlclef`eg `v fz`t`flc tk lfm`byb tmbvb gklcv% Tmb fmk`fb `v wmbtmbz tk zbjlclefb ekwkz wl`t ret`c cltbz# wmbe tmb jlttcb ikz lttbet`ke hlp jbfkhb bybe hkzb d`ii`frct tmle `t `v tkdlp%

Tmbzb lzb i`yb vtlgbv tmlt kzgle`lt`kev bykcyb tmzkrgm `e tmb`z |rbvt tk hlzabt bii`f`betcp w`tmfketbet%Ekt bybzp fkh~lep w`cc zblfm bybzp vtlgb1 tmb ~`eelfcb `v hkzb lv~`zlt`kelc tmle zblcikz hkvt% Pbt tk biibft`ybcp hlzabt w`tm fketbet# kzgle`lt`kelc fmlegb led tzlevikzhlt`ke hrvtjb dz`ybe izkh tmb tk~ cbybc ki tmb kzgle`lt`ke% Cbit tk tmb hlzabt`eg db~lzthbet lckeb# vrffbvv`v c`h`tbd% Ebw va`ccv hrvt jb dbybck~bd led tzl`e`eg kiibzbd jktm `e d`g`tlc tbfmekckg`bv led`e okj ireft`kev tmlt lzb hkzb lc`gebd w`tm tmb zbv~kev`j`c`t`bv ikred lt l ebwv~l~bz#hlgl`eb# kz jzkldflvtbz tmle `e fclvv`f hlzabt`eg ireft`kev% Fketbet zb|r`zbv hkzb v~bbd ledlg`c`tp tmle dkbv hlzabt`eg# pbt lt tmb vlhb t`hb `t hrvt jb lc`gebd w`tm hbtz`fv tmlt fkeikzh tktmb jrv`ebvv vtzltbg`f hlzabt`eg gklcv%

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Hbtmkdkckgp

Tm`v zb~kzt `v jlvbd r~ke 29 |rlc`tlt`yb zbv~kevbv izkh ~bk~cb wmk lzb lft`ybcp beglgbd `e tmbbykcrt`ke ki fketbet vtzltbgp lv `t l~~c`bv tk hlzabt`eg% Tmb |rlc`tlt`yb `etbzy`bwv wbzbfkedrftbd w`tm zb~zbvbetlt`ybv izkh J:J led J:F fkh~le`bv jbtwbbe Kftkjbz led Dbfbhjbz

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RJH TbfmWbj? Vfktt Ylrgmle# Fm`bi Hlzabt`eg Kii`fbzWbccv Ilzgk? Bd Tbz~be`eg# Y`fb ^zbv`dbet# Vkf`lc Hbd`lWGE(TY? Okvm Z`fmhle# Y`fb ^zbv`dbet# Hlzabt`eg

Fketbet Hlzabt`eg Vbzy`fbv

69>`? Dly`d Jbzakw`t# Y`fb ^zbv`dbet ki Bhbzg`eg Hbd`lJKED Vtzltbgp led @eicrbefb? Hlza Vfm`ccbz# Fm`bi B}bfrt`yb Kii`fbzJzl`e Tzlii`f? Az`vt`el Mlcykzvke# Ikredbz led Fm`bi B}bfrt`yb Kii`fbzFlh~jbcc(Bwlcd? Dly`d C`eljrzp# D`zbftkz ki @etbzlft`ybFketbet Hlzabt`eg @evt`trtb? Okb ^rc``# IkredbzDbb~ Ikfrv? @le Vfmlibz# Fm`bi B}bfrt`yb Kii`fbzdktOWT? Okme Jlabz# ^zbv`dbetBdbchle D`g`tlc? Vtbyb Zrjbc# B}bfrt`yb Y`fb ^zbv`dbet Gckjlc Vtzltbgp led @ev`gmtvIbdbzltbd Hbd`l ^rjc`vm`eg? Fc`et Jlgcbp# Y`fb ^zbv`dbet ki Fkz~kzltb Fkhhre`flt`kevIbdbzltbd Hbd`l ^rjc`vm`eg? Okme Jlttbccb# Ikredbz# Fml`zhle led Fm`bi B}bfrt`yb Kii`fbzIbdbzltbd Hbd`l ^rjc`vm`eg? Dbleel Jzkwe# ^zbv`dbet led Fm`bi K~bzlt`eg Kii`fbzIbdbzltbd Hbd`l ^rjc`vm`eg? Eb`c Fmlvb# ^zbv`dbet ki Lrtmkz Vbzy`fbv

Ibdbzltbd Hbd`l ^rjc`vm`eg? ^btb V~ledb# Vbe`kz Y`fb ^zbv`dbet ki VlcbvM`ybI`zb? ^lwle Dbvm~ledb# Ikredbz led Fm`bi B}bfrt`yb Kii`fbzM`ybI`zb? Z`fmlzd Trzfktt# Fm`bi Hlzabt`eg Kii`fbz`Fzkvv`eg? Dly`d Dblc# Y`fb ^zbv`dbet ki Hlzabt`eg`Fzkvv`eg?Ldlh Clybccb# Fm`bi Vtzltbgp Kii`fbz@etbzebt Ldybzt`v`eg Jrzblr -@LJ? ^btbz H`ee`rh# Mbld ki Jzled @e`t`lt`ybv@vkjlz RV? Dlzzpc Gbmcp# zbv`dbetOWT? @egz`d Jbzevtb`e# D`g`tlc Vtzltbgp D`zbftkzOWT? Bz`e Okmevke# Fm`bi Fkhhre`flt`kev Kii`fbzHlzabt`eg @etbzlft`kev?Lzdltm Lcjbb# Fm`bi B}bfrt`yb Kii`fbzVc`dbVmlzb? Zkvv Hlpi`bcd# Y`fb ^zbv`dbet Jrv`ebvv Dbybck~hbetVtkzp Wkzcdw`db? Ab`tm Jclefmlzd# B}bfrt`yb Fzblt`yb D`zbftkz# Ekztm Lhbz`fl

Tk~Zlea Kec`eb Hlzabt`eg? Cbb Kddbe# Fm`bi B}bfrt`yb Kii`fbzY`ylA`? Z`vmld Tkjlffkwlcl# Fm`bi Vtzltbgp ) @eekylt`ke Kii`fbzYkfrv# @ef%? ^btbz Vmleahle# Y`fb ^zbv`dbet led Vhlcc Jrv`ebvv Bylegbc`vtWbjbz Vmledw`fa? Gbkzgb I% Vebcc @@@# Vbe`kz Y`fb ^zbv`dbet# D`g`tlc Fkhhre`flt`kev

Dkhl`e B}~bztv

F%F% Fml~hle# lrtmkz

Lee Mledcbp# lrtmkz# Fm`bi Fketbet Kii`fbz# Hlzabt`eg^zkivDly`d Hbbzhle Vfktt# lrtmkz

Lfaekwcbdgbhbetv

W`tm tmleav tk vr~~kzt izkh? Ckzl Fbfbzb# Tbd HfFkeebcc# Obzbh`lm Kwpleg# Z`fa Vmkzt# Vm`yV`egm# led Lcle Wbjjbz

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Hlzabtbzv Lzb Rejlclefbd lv Tmbp Vm`it izkh ^rvm

tk ^rcc

Hlzabtbzv lzb zbbc`eg izkh tmb bekzhkrv dbhledv tmlt fket`erlccp fzblt`eg led ~rjc`vm`eg

hbd`l ~clfbv ekt kecp ke hlzabt`eg db~lzthbetv# jrt lcvk ke tmb betbz~z`vb lv l wmkcb% Drb tkvm`itv `e fkevrhbz lttbet`ke# fkh~le`bv lzb fmlccbegbd tk hkyb jbpked b~`vkd`f# vmkzt drzlt`ke~rvm flh~l`ge `e`t`lt`ybv `etk ckegbz(tbzh# kitbe fket`erlc ~rcc fketbet hlzabt`eg `e`t`lt`ybvtmlt zb|r`zb ebw vtzltbg`f l~~zklfmbv% Lct`hbtbz dbi`ebv fketbet hlzabt`eg lv tmb ikcckw`eg?

Fketbet hlzabt`eg `v l tbzh tmlt zbibzv tk tmb fzblt`ke led vmlz`eg ki fketbet ikzhlzabt`eg ~rz~kvbv% @e d`g`tlc fmleebcv# `t zbibzv tk fketbet tmlt zbv`dbv ke ~zk~bzt`bv tmbjzled kz hlzabtbz kwev -b%g%# l wbjv`tb kz clzgbcp fketzkcv izkh l fketbet ~bzv~bft`yb

-vkf`lc hbd`l fmleebcv# vped`flt`ke% Fketbet hlzabt`eg d`iibzv izkh ldybzt`v`eg `e tmlt#

rec`ab ldybzt`v`eg# l hbd`l jrp `v ebybz ~lzt ki tmb b|rlt`ke%

Tk fket`erlccp lttzlft led beglgb fkevrhbzv zb|r`zbv fkh~le`bv tk dbybck~ ebw va`ccv% Tmbphrvt cblze tk tm`ea led ireft`ke lv ~rjc`vmbzv# ~zkdrfbzv# led kitbe lv fkhhre`tphlelgbzv% Fketbet fzblt`ke led d`vtz`jrt`ke ~clfbv ebw led fket`erlc dbhledv ke tmbbetbz~z`vb lv l wmkcb# ekt orvt tmb hlzabt`eg db~lzthbet% Led izb|rbetcp# fketbet ebfbvv`tltbvk~bzlt`eg `e zblc(t`hb bey`zkehbetv# `efcrd`eg bybe`egv# wbbabedv# led mkc`dlpv%

Kzgle`lt`kev Hrvt Zbjlclefb

Hlzabtbzv hrvt bykcyb izkh ldybzt`vbzv `etk vtkzptbccbzv% Ldybzt`vbzv `etbzzr~t fkevrhbzv w`tmhbvvlg`eg tmlt lzb kybzwmbch`egcp hb kz`betbd? hp ~zkdrft# hp vbzy`fb% Vtkzptbccbzv lttzlft#jbgr`cb# betbztl`e# led `eikzh% Tmbp lzb vkrgmt krt led zby`v`tbd% Kitbe# tmbpcc betbz `etkd`lckgrb w`tm tmb`z lrd`befb% Tmbpzb lttrebd tk erlefbd zblft`kev led w`cc ldorvt tmb`zelzzlt`ybv lffkzd`egcp# wmbtmbz l vm`it `e tkeb ki yk`fb kz l dbb~bz d`yb `etk wmlt wlv kz`g`elccporvt l jlfavtkzp%

Zbjlclef`eg# kz zblc`ge`eg zbvkrzfbv# jrdgbtv# vtlii`eg# fkh~lep frctrzb# led lgbefp ledvbzy`fb ~zky`dbz zbclt`kevm`~v# w`cc hlab hlzabt`eg kzgle`lt`kev jktm hkzb biibft`yb led~zb~lzbd tk hbbt bybz(fmleg`eg d`g`tlc fmlccbegbv% Kzgle`lt`kev tmlt zbjlclefb ekw w`ccbemlefb led `h~zkyb tmb`z hlzabt`eg `e`t`lt`ybv# v~bed hkzb biibft`ybcp# led lc`ge tk hbbtfmleg`eg fkevrhbz b}~bftlt`kev%

Ikz tm`v zb~kzt# hlzabtbzv izkh 6= fkh~le`bv wbzb `etbzy`bwbd% Hlzabtbzv lt lcc tmb fkh~le`bv`etbzy`bwbd lzb frzzbetcp redbztla`eg `e`t`lt`ybv tk v`ge`i`fletcp vm`it tmb`z ikfrv tk fketbetfzblt`ke led d`vvbh`elt`ke%

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Ikrz Iredlhbetlc Vtb~v Tkwlzd Fketbet Hlzabt`eg

Hltrz`tp

Vm`it`eg tk biibft`yb led vrvtl`eljcb fketbet hlzabt`eg zb|r`zbv ilz hkzb tmle ~`e~k`et`eg -kz

m`z`eg vkhbkeb w`tm wz`t`eg va`ccv led tlva`eg tmbh w`tm ~zkdrf`eg fketbet% @t hrvt jb dbb~cp`etbgzltbd w`tm jzkldbz hlzabt`eg vtzltbgp led `e`t`lt`ybv# `efcrd`eg ldybzt`v`eg# led `t hrvtjbfkhb `egzl`ebd `e fkh~lep frctrzb% Bybe `i l fkh~lep `v dbd`fltbd bekrgm tk hlab tmbbiikzt tk vm`it# Lct`hbtbz mlv ikred tmbzb lzb v`ge`i`flet kjvtlfcbv tk zbjlclef`eg# `efcrd`eg?

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=

Glrg`eg ^zkgzbvv Tkwlzd Zbjlclef`eg

@i fketbet hlzabt`eg zb|r`zbv hlzabtbzv tk jbfkhb ~rjc`vmbzv led ~zkdrfbzv# `t lcvk zb|r`zbvvtlii krtv`db ki tmb hlzabt`eg db~lzthbet tk lvvrhb hlzabt`eg zbv~kev`j`c`t`bv% Fzblt`eg fketbetled vr~~cp`eg zlw hltbz`lc ikz fketbet fzblt`ke fleekt jb lffkhhkdltbd jp hlzabt`eg lckeb%

Hlelgbhbet jrp(`e# frctrzlc fmlegb# led lf|r`v`t`ke ki ebw va`ccv lzb lt tmb fkzb ki lfm`by`egfkh~btbefp# led bybetrlccp b}fbccbefb# `e fketbet hlzabt`eg%

Abp Fkh~kebetv ki Zbjlclef`eg

Blfm kzgle`lt`ke ilfbv `tv kwe fmlccbegbv `e hla`eg ~zkgzbvv tkwlzd zbjlclef`eg% Lct`hbtbzmlv `dbet`i`bd i`yb abp fkh~kebetv ki zbjlclef`eg% Blfm fkh~kebet `v fz`t`flc tk hky`eg lekzgle`lt`ke tkwlzd jbfkh`eg hkzb fketbet hlzabt`eg ikfrvbd% Tmbvb i`yb fkh~kebetv lzb?kzgle`lt`kelc vtzrftrzb# `etbzelc zbvkrzfbv# b}tbzelc zbvkrzfbv# hblvrzbhbet# led bdrflt`ke%W`tm`e blfm ki tmbvb i`yb fkh~kebetv lzb d`iibzbet cbybcv ki b}bfrt`ke% Tk redbzvtled wmp tmbvbfkh~kebetv lzb fz`t`flc led mkw kzgle`lt`kev hltrzb w`tm`e blfm# wbyb jzkabe blfm kebdkwe?

Kzgle`lt`kelc Vtzrftrzb? Tmb `eizlvtzrftrzb tmlt lcckwv fketbet fzblt`ke ledd`vtz`jrt`ke tk jb ikvtbzbd led befkrzlgbd w`tm`e jktm tmb hlzabt`eg db~lzthbet ledjbpked `t%

@etbzelc Zbvkrzfbv? Vtlii zkcbv# tblhv# led cbldbzvm`~ tmlt vr~~kzt led fzbltb fketbethlzabt`eg%

B}tbzelc Zbvkrzfbv? Tmb b}tbet tk wm`fm tmb kzgle`lt`ke wkzav w`tm krtv`db ybedkzvled vbzy`fb ~zky`dbzv# `efcrd`eg lgbef`bv# fzblt`yb zbvkrzfbv# led tbfmekckgp ybedkzv%

Hblvrzbhbet? Fzblt`eg hble`egirc hbtz`fv lzkred fketbet hlzabt`eg# `efcrd`eg tp`egtmbh tk kybzlcc hlzabt`eg led vlcbv gklcv%

Bdrflt`ke# `efcrd`eg?

k Ebw Va`ccv led Fl~lj`c`t`bv? Ikvtbz`eg redbzvtled`eg ki fketbet hlzabt`eg1b}bfrt`yb jrp(`e1 led bevrz`eg vtlii fle hlelgb# fzbltb# led ~rjc`vm fketbet%

k Ebw H`edvbtv led L~~zklfmbv? Fketbet hlzabt`eg `v lchkvt ebybz l 0(tk(2redbztla`eg% Fzblt`eg# hlelg`eg# led hke`tkz`eg fketbet krtv`db ki ekzhlcjrv`ebvv mkrzv# kitbe `e zblc t`hb# `v bvvbet`lc%

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Lct`hbtbzv Fketbet Hlzabt`eg Hltrz`tp Hkdbc

Jlvbd r~ke le lelcpv`v ki hltrz`tp lfzkvv tmb i`yb kzgle`lt`kelc fkh~kebetv# Lct`hbtbz mlv`dbet`i`bd i`yb ~mlvbv `e Lct`hbtbzv Fketbet Hlzabt`eg Hltrz`tp Hkdbc% Tmbp lzb? Vtled# Vtzbtfm#Wlca# Okg# led Zre -I`grzb

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:% Vtzbtfm? Tla`eg tmb I`zvt Vtb~v Wm`cb Vflee`eg tmb Mkz`ke

Fmlzlftbz`bd jp? Ldykflfp led B}~bz`hbetlt`ke

Dbvfz`~t`ke? Le kzgle`lt`ke lt tmb Vtzbtfm vtlgb zblc`bv tmb ylcrb ki fketbet hlzabt`eg ledjbg`ev tk jr`cd tmb vtzltbgp led vr~~kzt ebfbvvlzp tk fzbltb led ~rjc`vm fketbet% Redbzvtled`eg

dbybck~v tmlt wm`cb hlep ki tmb tkkcv led hbd`l lzb izbb fketbet zb|r`zbv le `eybvthbetki zbvkrzfbv% Le b}bfrt`yb v~kevkz `v ebfbvvlzp tk cbld tmb ~zkgzlh led fkhhre`fltb `tv ylcrbled zblfm tk tmb kzgle`lt`ke% Tm`v b}bfrt`yb v~kevkz `v lcvk tlvabd w`tm `dbet`ip`eg tblhhbhjbzv tk beglgb w`tm blzcp fmleebcv# jr`cd`eg jlv`f ikzhv ki fketbet# led bylcrlt`eg~ktbet`lc lgbefp zbclt`kevm`~v%

Fketbet `v dz`ybe jp tmb redbzvtled`eg tmlt `tv ikfrv hrvt jb lzkredtmb fkh~lepv ~zkdrftv kzvbzy`fbv# jrt ybzp kitbe ekt v~bf`i`flccp ljkrttmbh% Fketbet tbedv tk jb d`zbftbd tk keb kz twkd`vfzbtb fmleebcv -b%g%# l jckg# wm`tb~l~bzv# kz lzt`fcbv1 l Ilfbjkka ~lgb1 kz l PkrTrjbfmleebc%

Flvb Vtrdp?@ed`rh Fkz~kzlt`ke# l ~z`yltbcp mbcd hlerilftrzbz ki fmbh`flc fkh~kredv ikz tmb

gckjlc vkcdbz`eg `edrvtzp# mlv l jkcd fketbet hlzabt`eg fmlh~`ke% D`zbftkz ki Hlzabt`egFkhhre`flt`kev Z`fa Vmkzt zbfkge`bd m`v fkccblgrbv ~lvv`ke ikz tmb`z wkza% Tmb fkh~lepbh~ckpv m`gmcp va`ccbd beg`ebbzv wmk ~kvvbvv dbtl`cbd dkhl`e aekwcbdgb% @evtbld ki vtlzt`egvckwcp w`tm l fkz~kzltb jckg# Vmkzt fzbltbd l vtree`eg 76 jckgv ikz @ed`rh%

Vbybetp(tmzbb jckgv ke vkcdbz`eg vr~~c`bv hlp `e`t`lccp vbbh fzlp# jrt Vmkztv l~~zklfm wlvjktm vtzltbg`f led biibft`yb% Mb jbgle jp zbvblzfm`eg wmlt dzkyb tzlii`f tk @ed`rhv wbjv`tb ledcblzebd tmlt y`v`tkzv ikred tmb v`tb rv`eg 76 d`iibzbet abpwkzdv% Zltmbz tmle fzblt`eg l v`egcbjckg tmlt fkrcd zblfm tmb lrd`befb ikz lcc ki tmkvb abpwkzdv# mb fzbltbd l jckg ikz blfm`ed`y`drlc abpwkzd% Tmb l~~zklfm wkrcd ekt mlyb vrffbbdbd w`tmkrt m`v fkccblgrbv ~lvv`keled b}~bzt`vb% Vmkzt aebw ek keb mb fkrcd m`zb wkrcd jb ljcb tk wz`tb hkzb `etbcc`gbetcp kzlrtmbet`flccp tmle m`v kwe beg`ebbz`eg tblh% @ed`rhv jckg mlv wke lwlzdv# `ed`y`drlc jckggbzv

mlyb lfm`bybd fbcbjz`tp w`tm`e tmb`z `edrvtzp# led kiibz`egv mlyb jbbe b}~ledbd tk `efcrdb lizbb kec`eb aekwcbdgb jlvb led PkrTrjb vbz`bv ki `etbzy`bwv# t`tcbd Wmlt Izkh Keb Beg`ebbztk Lektmbz Hblev tk Hb %%% % @e orvt keb |rlztbz# @ed`rh `efzblvbd frvtkhbz fketlftv 9>>"%

@e tmb Vtzbtfm vtlgb ki hltrz`tp# i`zvt `dbet`ip wmlt tmb tlzgbt lrd`befb `v `etbzbvtbd `e# tmbelvvbvv `etbzelc fl~lj`c`t`bv tk fzbltb fketbet jbikzb beglg`eg w`tm b}tbzelc lgbef`bv kzvbzy`fb ~zky`dbzv%

6% Wlca? Lhj`t`ke led Ikzwlzd Hkhbetrh

Fmlzlftbz`bd jp? Vtzltbgp led ^zkfbvvbv

Dbvfz`~t`ke? @e tm`v vtlgb# fketbet fzblt`ke led ~zkdrft`ke gbt l vkc`d vtzltbg`f ikredlt`kekzgle`lt`kelccp% Izkh fmleebc v~bf`i`f -b%g%# wb jckg# fketbet jbg`ev tk jbfkhb fmleebclgekvt`f led `v d`vtz`jrtbd lfzkvv l ylz`btp ki fmleebcv led ~cltikzhv% ^zkfbvvbv lzbikzhlc`bd% Tm`v `v tmb vtlgb lt wm`fm l tblh jbg`ev tk tlab vml~b# vtzltbgp `v hkzb irccp zbi`ebdled twblabd# led tmb tblh jbg`ev tk bvtljc`vm gkybzelefb tk vflcb led vml~b fketbet~zkfbvvbv%

8/2/2019 Content: The New Marketing Equation

11/20

:> Re`tbd Vtltbv

% Ekt kecp fle Bck|rl d`zbftcp fkeebft zbyberb w`tm fketbet# `t fle lcvkbylcrltb cbld |rlc`tp% Ke lybzlgb#

8/2/2019 Content: The New Marketing Equation

12/20

:> Re`tbd Vtltbv

8/2/2019 Content: The New Marketing Equation

13/20

:> Re`tbd Vtltbv

>> y`dbkv ke ZbdJrccFketbet^kkc%fkh# rvbzv`etbzbvtbd `e Zbd Jrccv ~mktkgzl~mp hlp y`v`t le lctbzeltb v`tb tmlt kiibzv hkzb tmle 4:#>>>~mktkv izbb tk lepkeb rv`eg tmbh ikz bd`tkz`lc ~rz~kvbv% Tmb fkh~lep lcvk kiibzv v~bf`i`f~`bfbv ki fketbet ikz dkweckld y`l `Trebv# kwev l zbfkzd cljbc# led ~rjc`vmbv l ~z`et hlgl`eb#lhkeg hlep ktmbz hbd`l `e`t`lt`ybv% Zbd Jrccv fkh~cb} d`vtz`jrt`ke hkdbc lcckwv `t tk rt`c`bfketbet tk `tv hl}`hrh ~ktbet`lc `e jktm zbyberb gbebzlt`ke led `h~lft ke gckjlc frctrzb%

Ktmbz fkh~le`bv w`tm`e tmb Zre vtlgb ki Lct`hbtbz Gzkr~v Fketbet Hlzabt`eg Hltrz`tp Hkdbchlp ~rzvrb v`h`clz fkhhbzf`lc hbd`l c`fbev`eg# vped`flt`ke# led d`vtz`jrt`ke hkdbcv tk gzkwtmb zblfm# `h~lft# led ZK@ ki tmb`z fketbet# rct`hltbcp fzblt`eg ldd`t`kelc k~~kztre`t`bv tkgbebzltb blzebd hbd`l `e tmb ~zkfbvv%

Fketbet Hlzabt`eg Hltrz`tp Hkdbc Vbci(Lrd`t

W`tm le redbzvtled`eg ki mkw fkh~le`bv lfm`byb fketbet hlzabt`eg hltrz`tp# tlab lft`ke ledvbci(d`lgekvb% Tmb vbci(lrd`t jbckw -I`grzb : `v dbv`gebd tk mbc~ fkh~le`bv lvvbvv wmbzb tmbplzb ke tmb Lct`hbtbz Fketbet Hlzabt`eg Hltrz`tp Hkdbc jlvbd r~ke tmb abp fkh~kebetv

`dbet`i`bd ljkyb% I`zvt# `dbet`ip wm`fm dbvfz`~t`ke jbvt dbvfz`jbv pkrz kzgle`lt`ke `e blfm zkw%Tmbe# betbz tmb vfkzb lvvkf`ltbd w`tm tmlt dbvfz`~t`ke `e tmb fkcrhe tk tmb z`gmt%

Vfkzb? Tmb lybzlgb ki lcc i`yb vfkzbv `ed`fltbv tmb erhbz`flc zlea ki tmb hltrz`tp vtlgb kiLct`hbtbzv hkdbc% Pkrz erhbz`flc zlea `v dbtbzh`ebd jp ldd`eg tkgbtmbz lcc i`yb zbv~kevbv ledtmbe d`y`d`eg tmb tktlc jp i`yb%

8/2/2019 Content: The New Marketing Equation

14/20

:> Re`tbd Vtltbv

-Vtled)