The Connected Company: How Distributed Organism Businesses are Rising Against the Machine to Build a...

7/31/2019 The Connected Company: How Distributed Organism Businesses are Rising Against the Machine to Build a More Connected World [Issue 99]

1/26

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Xfg Meoogmxgh Me`rjoFey Hk}x~knwxgh E~ijok}` Nw}kog}}g}

j~g ^k}koi Jijko}x xfg @jmfko

xe Nwkch j @e~g Meoogmxgh Ye~ch

Hj|g I~j{
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2/26

s ;;/2:MfjoigXfk}

Fk}xe~kmjcc{# yg fj|g xfewifx el me`rjokg}j} `jmfkog}# joh yg fj|g hg}kiogh xfg`

ckag yg hg}kio `jmfkog}/J `jmfkog x{rkmjcc{ fj} xfg lecceykoi mfj~jmxg~k}xkm}4

:/ Kx} hg}kiogh xe ng meox~eccgh n{ j h~k|g~ e~ erg~jxe~/

>/ Kx oggh} xe ng `jkoxjkogh# joh yfgo kx n~gja} heyo# {ew lkv kx/

=/ J `jmfkog r~gxx{ `wmf ye~a} ko xfg }j`g yj{ le~ xfg cklg el xfg `jmfkog/ G|goxwjcc{# xfkoi}

mfjoig# e~ xfg `jmfkog ygj~} ewx# joh {ew oggh xe nwkch e~ nw{ j ogy `jmfkog/

J mj~ k} j rg~lgmx gvj`rcg el `jmfkog hg}kio/ Kx} meox~eccgh n{ j h~k|g~/ @gmfjokm} rg~le~`

~ewxkog `jkoxgojomg joh lkv kx yfgo kx n~gja} heyo/ G|goxwjcc{ xfg mj~ ygj~} ewx# e~ {ew~ oggh}

mfjoig# }e {ew }gcc xfg mj~ joh nw{ j ogy eog/

Joh yg xgoh xe hg}kio me`rjokg} xfg yj{ yg hg}kio `jmfkog}4 Yg oggh xfg me`rjo{ xe rg~le~`j mg~xjko lwomxkeo# }e yg hg}kio joh nwkch kx xe rg~le~` xfjx lwomxkeo/
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3/26

s ;;/2:MfjoigXfk}

Xfg `jmfkog |kgy k} |g~{ }wmmg}}lwc ko j }xjncg go|k~eo`gox/ Kl xfg~g k} j }xgjh{# r~ghkmxjncg

hg`joh le~ j }xjohj~h# wokle~` r~ehwmx# xfgo `jmfkog} j~g |g~{ gllkmkgox joh r~ehwmxk|g/

Ko }wmf meohkxkeo}# j `jmfkog-ckag me`rjo{ mjo r~elkx n{ r~ehwmkoi wokle~` kxg`} ko cj~ig cex}/

Nwx e|g~ xk`g# xfkoi} mfjoig/ Xfg me`rjo{ i~ey} ng{eoh j mg~xjko rekox/ Ogy }{}xg`} j~gogghgh/ Hg`joh mfjoig}/ Mw}xe`g~} yjox hkllg~gox r~ehwmx} joh }g~|kmg}/ ]e yg oggh xe

~ghg}kio joh ~gnwkch xfg `jmfkog xe }g~|g xfg ogy lwomxkeo}/

Xfk} akoh el ~gnwkchkoi ieg} n{ `jo{ oj`g}# komcwhkoi ~g-e~ijoktjxkeo# ~ggoikogg~koi# ~kifx-

}ktkoi# lcjxxgokoi joh }e eo/ Xfg r~encg` ykxf xfk} akoh el xfkoakoi k} xfjx xfg ojxw~g el j

`jmfkog k} xe ~g`jko }xjxkm# yfkcg xfg ojxw~g el j me`rjo{ k} xe i~ey/ Xfk} meolckmx mjw}g} jcc

akoh} el r~encg`}# ngmjw}g {ew fj|g xe meo}xjoxc{ ~ghg}kio joh ~gnwkch xfg me`rjo{ yfkcg

{ew jc}e oggh xe erg~jxg kx/ K~eokmjcc{# xfg r~emg}} el k`r~e|koi gllkmkgom{ k} elxgo |g~{ kogllkmkgox/

Joh xfg lj}xg~ xfkoi} mfjoig xfg `e~g el j r~encg` xfk} ngme`g}/

Me`rjokg} j~g oex ~gjcc{ `jmfkog}# }e `wmf j} me`rcgv# h{oj`km#

i~eykoi }{}xg`}/ Jlxg~ jcc# me`rjokg} j~g ~gjcc{ dw}x i~ewr} el rgercg

yfe fj|g njohgh xeigxfg~ xe jmfkg|g }e`g akoh el rw~re}g/


4/26

s ;;/2:MfjoigXfk}

J `jmfkog} rw~re}g k} hg}kiogh koxe kx} }x~wmxw~g/ Eomg j `jmfkog} rw~re}g fj} nggo }gx# kx heg}

yfjx kx fj} nggo hg}kiogh xe he/ Nwx kl xfg go|k~eo`gox mfjoig}# j `jmfkog heg} oex fj|g j yj{

xe ngme`g jyj~g el xfg mfjoig joh jhdw}x xe xfg ogy }kxwjxkeo/ Kx dw}x ngme`g} en}ecgxg/

E~ijok}`}# eo xfg exfg~ fjoh# meox~ec xfg`}gc|g}/ Jo e~ijok}`} rw~re}g heg} oex me`g l~e`jo ewx}khg hg}kiog~ e~ meox~eccg~ nwx l~e` ykxfko/ Jo e~ijok}` }x~k|g} e|g~ xk`g xe ~gjcktg

kx} koxgoxkeo} ko xfg ye~ch/ J} meohkxkeo} ko xfg go|k~eo`gox mfjoig# jo e~ijok}` ~g}reoh} n{

jhdw}xkoi kx} ngfj|ke~ joh k`r~e|koi kx} rg~le~`jomg e|g~ xk`g/ Ko exfg~ ye~h}# kx cgj~o}/

Le~ `jo{ {gj~}# xfg `jmfkog |kgy fj} r~g|jkcgh# joh `jo{ me`rjokg} j~g hg}kiogh j}

kole~`jxkeo-r~emg}}koi joh r~ehwmxkeo `jmfkog}/ Nwx kole~`jxkeo r~emg}}koi k} oex

cgj~okoi/ R~ehwmxkeo k} oex cgj~okoi/ Cgj~okoi k} j m~gjxk|g r~emg}}# oex j `gmfjokmjc eog/

@jo{ m~kxkmjc ljmxe~} ko nw}kog}} mjooex ng gj}kc{ mewoxgh# `gj}w~gh e~ meox~eccgh/

Me`rjokg} j~g oex ~gjcc{ `jmfkog}# }e `wmf j}me`rcgv# h{oj`km# i~eykoi }{}xg`}/


5/26 s ;;/2:MfjoigXfk}

Le~ gvj`rcg# yfjx k} xfg cklgxk`g |jcwg el j fjrr{ mw}xe`g~5 Yfjx k} xfg `wcxkrc{koi gllgmx

el j fjrr{ mw}xe`g~ xfjx }fj~g} xfgk~ re}kxk|g gvrg~kgomg} ykxf l~kgoh}# meccgjiwg} joh lj`kc{5

Yfjx k} xfg |jcwg el jo jwxfgoxkm }`kcg yfgo i~ggxkoi j mw}xe`g~# j} erre}gh xe j ljag eog5

Yfjx k} xfg |jcwg el j fwoh~gh# e~ j xfew}joh# rgercg yfe jwxfgoxkmjcc{ joh goxfw}kj}xkmjcc{

meoogmx ykxf mw}xe`g~} eo j hjkc{ nj}k}5 K`jikog x~{koi xe `gj}w~g }e`gxfkoi ckag jwxfgoxkmkx{/

[ew mjo le~mg rgercg xe }j{ fj|g j okmg hj{/ [ew mjox le~mg xfg` xe `gjo kx/

G}rgmkjcc{ ko j }g~|kmg gmeoe`{# xfg `e}x k`re~xjox xfkoi}ckag jwxfgoxkmkx{# x~w}x# joh

meoogmxkeoj~g elxgo xfg `e}x hkllkmwcx xe `gj}w~g# joh xfg{ mg~xjkoc{ mjox ng meox~eccgh

n{ x~jhkxkeojc `gxfeh}# ckag }wrg~|k}e~}# reckmkg}# }m~krx} joh r~emghw~g}/

Xfk} n~koi} w} xe xfg xerkm el mce}gh joh ergo }{}xg`}/

Mce}gh joh Ergo ]{}xg`}/

@e}x ojxw~jc }{}xg`} j~g ergo }{}xg`}/ Jo ergo }{}xg` k} }k`rc{ j }{}xg` xfjx gvmfjoig}

kole~`jxkeo ykxf kx} go|k~eo`gox/ Le~ gvj`rcg {ew n~gjxfg ko jk~# yfkmf r~e|khg} {ew~ mgcc}

ykxf ev{igo/ [ew h~koa yjxg~ joh gjx leeh xe }w~|k|g/ Me`rjokg} j~g ergo }{}xg`} xee#ngmjw}g xfg{ gvmfjoig kole~`jxkeo ykxf mw}xe`g~} joh }wrrckg~}/



J mce}gh }{}xg` k} }gcl-meoxjkogh joh k}ecjxgh l~e` kx} gvxg~ojc go|k~eo`gox/ @e}x `jmfkog} j~g

hg}kiogh j} mce}gh }{}xg`}# ykxf j fj~h }fgcc xe r~exgmx xfgk~ hgckmjxg ko}khg} l~e` xfg }w~~ewohkoi

go|k~eo`gox/ Le~ gvj`rcg# j yjxmf fj} j fj~h mj}g xfjx r~exgmx} kx} koog~ ye~akoi} l~e` xfg

ewx}khg ye~ch/ J yjxmf mjo erg~jxg gllkmkgoxc{ j} ceoi j} xfjx mj}g k} oex |kecjxgh/ J ljmxe~{ ye~a}

ko j }k`kcj~ yj{/ Ckag xfg koog~ ye~akoi} el j yjxmf# kx} koxg~ojc r~emg}}g} j~g k}ecjxgh l~e` xfg

ewx}khg ye~ch/

Ngmjw}g kx k} k}ecjxgh l~e` kx} go|k~eo`gox# j mce}gh

}{}xg` k} gj}kg~ xe meox~ec/ Rg~le~`jomg k} gj}kg~ xe

`gj}w~g ngmjw}g xfg go|k~eo`gox ko}khg xfg }fgcc e~

}{}xg` newohj~{ k} }xjncg/

Ko meox~j}x# jo ergo }{}xg` k} meoxkowjcc{ gvmfjoikoi gog~i{ ykxf kx} go|k~eo`gox# xjakoi ko

kole~`jxkeo joh jhdw}xkoi nj}gh eo lgghnjma/ Xfk} meo}xjox lcwv `jag} ergo }{}xg`} `e~g

hkllkmwcx xe `gj}w~g joh meox~ec/

Jwxe `jowljmxw~g~} ko xfg W/]/ fj|g x~jhkxkeojcc{ lemw}gh eo nwkchkoi ljmxe~kg} xe gllkmkgoxc{

r~ehwmg mj~} ko cj~ig zwjoxkxkg}/ Xfg}g ljmxe~kg} j~g mce}gh }{}xg`}4 j} ceoi j} xfg{ igx

j meo}xjox |ecw`g el korwx xfg{ r~ehwmg j meo}xjox |ecw`g el mj~}/ Nwx xfg jwxe kohw}x~{ j}

j yfecg k} jo ergo }{}xg`# }wndgmx xe xfkoi} ckag mw}xe`g~ hg`joh# yfkmf xfg me`rjokg}



mjooex meox~ec/ Xfg jwxe kohw}x~{ fj} ewx}ew~mgh xfg ergo rj~x el xfgk~ }{}xg` xe ogxye~a}

el hgjcg~}/ Xfg ~g}wcx k} xfjx jwxe`jag~} meoxkowg xe rw}f mj~} ewx el xfgk~ ljmxe~kg} g|go yfgo

hg`joh h~er}/ Yfgo xfk} fjrrgo}# xfg `j~agx ngme`g} icwxxgh ykxf ogy mj~} joh r~kmg} ljcc/

Hgjcg~} mjox }gcc xfg mj~}# joh `jowljmxw~g~} j~g le~mgh xe ellg~ komgoxk|g} joh }gcc mj~} jx j ce}}

dw}x }e xfg{ mjo aggr xfg ljmxe~kg} ~wookoi/

Xfg jwxe kohw}x~{} lemw} eo le~`jc }{}xg`} el

meox~ec fj} jc}e ~g}wcxgh ko jo gzwjc joh erre}koi

le~mg# e~ijoktgh cjne~# yfkmf ~e}g ojxw~jcc{ j} j

mewoxg~njcjomg xe xer-heyo# `jmfkog-ckag meox~ec

}{}xg`}/ Cjne~ ~gcjxkeo} ko xfg jwxe kohw}x~{ fj|gfk}xe~kmjcc{ nggo }e`g el xfg `e}x meoxgoxkew}

{ew ykcc lkoh jo{yfg~g/

Xfg nexxe` ckog k} xfjx `e}x rgercg heox ckag xe ng ne}}gh j~ewoh# joh kl {ew rw}f xfg` xee

fj~h xfg{ rw}f njma/ Xfg{ r~glg~ xe fj|g meox~ec e|g~ xfgk~ ye~a/ E~ijok}`} j~g ergo }{}xg`}/

Wockag `jmfkog}# yfkmf mjo ng meox~eccgh# e~ijok}`} meox~ec xfg`}gc|g}/


8/26

s ;;/2:MfjoigXfk}

Yfkcg rj~x} el jo e~ijoktjxkeo mjo }e`gxk`g} ng k}ecjxgh joh x~gjxgh j} mce}gh }{}xg`}# jcc

e~ijoktjxkeo} j~g lwohj`goxjcc{ e~ijokm# ergo }{}xg`}# meo}xjoxc{ gvmfjoikoi gog~i{ joh

kole~`jxkeo ykxf xfg ewx}khg ye~ch/ Xfg{ j~g `jhg wr el rgercg# yfe fj|g j ykcc el xfgk~ eyo/

Rgercg mjo ng iwkhgh joh ie|g~ogh# nwx xfg{ heox ckag xe ng meox~eccgh/

Me`rcgv Jhjrxk|g ]{}xg`}/

Me`rcgv jhjrxk|g }{}xg`} j~g j }rgmkjc mcj}} el ergo }{}xg`}# mfj~jmxg~ktgh n{ h{oj`km

ogxye~a} el jigox} koxg~jmxkoi ykxf gjmf exfg~ joh xfgk~ go|k~eo`gox/ Me`rcgv jhjrxk|g }{}xg`}

j~g meoxkowew}c{ g|ec|koi joh }fklxkoi/ Gvj`rcg} el me`rcgv jhjrxk|g }{}xg`} komcwhg jox

joh ngg meceokg}# xfg }xema `j~agx# joh nkeceikmjc gme}{}xg`}# j} ygcc j} fw`jo e~ijoktjxkeo}ckag reckxkmjc rj~xkg}# me`rjokg} joh mkxkg}/ Eog x~jkx el me`rcgv jhjrxk|g }{}xg`} k} xfjx xfg

ngfj|ke~ el xfg yfecg mjooex ng r~ghkmxgh n{ jojc{tkoi xfg rj~x} ko k}ecjxkeo/

]e yfjx fjrrgo} kl yg ~gxfkoa xfg `ehg~o me`rjo{# kl yg }xer xfkoakoi el kx j} j `jmfkog

joh }xj~x xfkoakoi el kx j} j me`rcgv jhjrxk|g }{}xg`5 Yfjx fjrrgo} kl yg xfkoa el xfg me`rjo{

cg}} ckag j `jmfkog joh `e~g ckag jo e~ijok}`5

Eog re}}knkckx{ k} xe me`rj~g xfg x~jhkxkeojc e~ijoktjxkeo ykxf exfg~ cj~ig-}mjcg me`rcgv

}{}xg`}# g}rgmkjcc{ fw`jo }{}xg`}# ckag mkxkg}/


9/26

s ;;/2:MfjoigXfk}

Mkxkg} j~g cj~ig# me`rcgv# jhjrxk|g }{}xg`}# nwx yg heox ~gjcc{ x~{ xe meox~ec xfg`/ Ko ]xgrfgo

N/ Defo}eo} neea G`g~igomg4 Xfg Meoogmxgh Ck|g} el Jox}# N~jko}# Mkxkg}# joh ]elxyj~g# fg

zwexg} me`rcgvkx{ rkeogg~ Defo Feccjoh4

Mkxkg} fj|g oe mgox~jc rcjookoi me``k}}keo} xfjx }ec|g xfg r~encg` el rw~mfj}koi joh hk}x~knwx-koi }wrrckg} Fey he xfg}g mkxkg} j|ekh hg|j}xjxkoi }ykoi} ngxyggo }fe~xjig joh icwx# {gj~

jlxg~ {gj~# hgmjhg jlxg~ hgmjhg5

Oe# yg heox x~{ xe meox~ec mkxkg}# nwx yg mjo

`jojig xfg` ygcc# joh le~ `jo{ rw~re}g}#

mkxkg} }gg` xe ng jncg xe e~ijoktg xfg`}gc|g}

xe igx xfkoi} heog# ykxfewx mgox~jc rcjoog~}

e~ `jojig~}/

[g}# mkxkg} fj|g rcjoog~} joh `jojig~}# nwx xfg{ heox x~{ xe meox~ec xfg jmxk|kxkg} ko xfg mkx{ xfg

yj{ xfjx `jojig~} x~{ xe meox~ec me`rjokg}/ Yfjx xfg{ he k} `jojig xfg }wrre~x }{}xg`}

xfg kol~j}x~wmxw~g joh g}}goxkjc }g~|kmg}~jxfg~ xfjo x~{koi xe hk~gmx xfg jmxk|kx{ el g|g~{ mkxktgo/

Le~ ieeh ~gj}eo/ Mkxkg} j~g lj~ xee me`rcgv# joh fj|g }e `jo{ meoogmxkeo} joh koxg~jmxkeo}

xfjx kx yewch ng k`re}}kncg xe `jojig xfg` ko j xer-heyo yj{/


10/26

s ;;/2:MfjoigXfk}

Kl yg }xj~x xe ceea jx me`rjokg} j} me`rcgv }{}xg`} ko}xgjh el `jmfkog}# yg mjo hg}kio joh

`jojig xfg` le~ r~ehwmxk|kx{ ko}xgjh el meccjr}g/

Mkxkg} j~g jc}e `e~g r~ehwmxk|g xfjo xfgk~ me~re~jxg mewoxg~rj~x}/ Ko ljmx# xfg ~wcg} ie|g~okoi mkx{

r~ehwmxk|kx{ }xjoh ko }xj~a meox~j}x xe xfg =%> ~wcg xfjx jrrckg} xe me`rjo{ r~ehwmxk|kx{/ J}me`rjokg} jhh rgercg# r~ehwmxk|kx{ }f~koa}/ Nwx j} mkxkg} jhh rgercg# r~ehwmxk|kx{ jmxwjcc{ i~ey}/

J }xwh{ n{ xfg Lghg~jc ^g}g~|g Njoa el Rfkcjhgcrfkj lewoh xfjx j} xfg ye~akoi rerwcjxkeo ko j

ik|go j~gj hewncg}# r~ehwmxk|kx{ &`gj}w~gh ko xfk} mj}g n{ xfg ~jxg el ko|goxkeo+ ieg} wr n{

>2 rg~mgox/ Xfk} lkohkoi k} ne~og ewx n{ }xwh{ jlxg~ }xwh{/ Kl {ew~g koxg~g}xgh ko iekoi hggrg~#

xjag j ceea jx j xfg ~gmgox Ogy [e~a Xk`g} j~xkmcg goxkxcgh J Rf{}kmk}x ]ec|g} xfg Mkx{/

Eaj{# {ew }j{# nwx mkxkg} j~g lwohj`goxjcc{

hkllg~gox xfjo me`rjokg}/ Dw}x ngmjw}g

xfk} ye~a} le~ mkxkg} heg}ox `gjo xfjx kx

ykcc ye~a le~ me`rjokg}/ ^kifx5


11/26

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Xfg Ceoi-Ck|gh Me`rjo{/

Jmxwjcc{# xfg~g} }e`g koxg~g}xkoi hjxj xfg~g# xee/ Njma ko xfg gj~c{ :;62}# ~kifx jlxg~ xfg

~g|ecwxkeo ko K~jo# ]fgcc Ekc yj} meomg~ogh jnewx xfg lwxw~g el xfg ekc kohw}x~{/ Yfjx

`kifx ]fgcc ceea ckag jlxg~ ekc# xfg{ yeohg~gh5 ]e xfg{ me``k}}keogh j }xwh{ ykxf }e`g

|g~{ koxg~g}xkoi rj~j`gxg~}4

:/ Lk~}x# xfg{ ceeagh eoc{ jx cj~ig me`rjokg} ykxf ~gcjxk|g he`kojomg ko xfgk~ kohw}x~kg}#

}wmf j} ]fgcc fjh/

>/ ]gmeoh# xfg{ ceeagh eoc{ jx me`rjokg} ykxf |g~{ ceoi cklg}rjo}:22 {gj~} e~ è~g/

=/ Xfk~h# xfg{ ceeagh jx me`rjokg} yfe fjh `jhg j `jde~ }fklx l~e` eog kohw}x~{

e~ r~ehwmx mjxgie~{ xe joexfg~/

Ko exfg~ ye~h}# xfg{ ceeagh jx xfg k`è~xjc}4 xfg me`rjokg} xfjx hkhox hkg/

Xfg }xwh{ yj} og|g~ rwnck}fgh# nwx xfg lkohkoi} yg~g hgxjkcgh ko j neea4 Xfg Ck|koi Me`rjo{

n{ ]fgcc gvgmwxk|g J~kg hg Igw}/ ]fgcc }xwhkgh 82 cj~ig# ceoi-ck|gh me`rjokg}# }e`g el yfkmf yg~g

}xkcc }w~|k|koi jlxg~ è~g xfjo 822 {gj~}/

Koxg~g}xkoic{# xfg}g me`rjokg} fjh j cex ko me`èo ykxf cj~ig mkxkg}4


12/26

s ;;/2:MfjoigXfk}

H}nh moc4 Ceoi-ck|gh me`rjokg} yg~g hgmgox~jcktgh/ Xfg{ xecg~jxgh gmmgox~km

jmxk|kxkg} jx xfg `j~iko}/ Xfg{ yg~g |g~{ jmxk|g ko rj~xog~}fkr} joh dekox |goxw~g}/ Xfg

newohj~kg} el xfg me`rjo{ yg~g cg}} mcgj~c{ hgckogjxgh# joh cemjc i~ewr} fjh è~g jwxeoe`{

e|g~ xfgk~ hgmk}keo}# xfjo {ew yewch gvrgmx ko xfg x{rkmjc icenjc me~re~jxkeo/

]oi ho4 Jcxfewif xfg e~ijoktjxkeo yj} cee}gc{ meox~eccgh# ceoi-ck|gh me`rjokg} yg~g

meoogmxgh n{ j }x~eoi# }fj~gh mwcxw~g/ G|g~{eog ko xfg me`rjo{ wohg~}xeeh xfg me`rjo{}

|jcwg}/ Xfg}g me`rjokg} xgohgh xe r~eèxg l~e` ykxfko ko e~hg~ xe aggr xfjx mwcxw~g }x~eoi/

Mkxkg} jc}e }fj~g xfk} me`èo khgoxkx{4 xfkoa el xfg hkllg~gomg ngxyggo j Ogy [e~ag~ joh j

Ce} Joigckoe# e~ j Rj~k}kjo# le~ gvj`rcg/

Lhnjm cr}4 Ceoi-ck|gh me`rjokg} fjh xfgk~ g{g} joh gj~} lemw}gh eo xfg ye~ch j~ewohxfg` joh yg~g meo}xjoxc{ }ggakoi erre~xwokxkg}/ Ngmjw}g el xfgk~ hgmgox~jcktgh ojxw~g joh

}x~eoi# }fj~gh mwcxw~g# kx yj} gj}kg~ le~ xfg` xe }rex erre~xwokxkg} ko xfg mfjoikoi ye~ch joh

jmx# r~ejmxk|gc{ joh hgmk}k|gc{# xe mjrkxjcktg eo xfg`/

Xe hg}kio meoogmxgh me`rjokg} yg `w}x xfkoa el xfg me`rjo{ j} j me`rcgv }gx el meoogmxkeo}

joh rexgoxkjc meoogmxkeo}# j hk}x~knwxgh e~ijok}` ykxf n~jko}# g{g} joh gj~} g|g~{yfg~g# yfgxfg~

xfg{ j~g g`rce{gg}# rj~xog~}# mw}xe`g~} e~ }wrrckg~}/ @e}x k`re~xjoxc{# j meoogmxgh me`rjo{

`w}x ng jncg xe ~g}reoh h{oj`kmjcc{ xe mfjoig# xe cgj~o joh jhjrx ko jo womg~xjko# j`nkiwew}

joh meo}xjoxc{ g|ec|koi go|k~eo`gox/


13/26

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@e`gox} el X~wxf

Djo Mj~cteo# le~`g~ MGE el ]J] Jk~ckog}# rekoxgh ewx ko fk} neea @e`gox} el X~wxf xfjx j }g~|kmg

me`rjo{} rg~le~`jomg k} meoxkoigox eo kx} jnkckx{ xe hgck|g~ ko è`gox} el x~wxf4 m~kxkmjc xk`g

rg~keh} yfgo me`rjokg} fj|g jo erre~xwokx{ xe hgck|g~ j mw}xe`g~ k`r~g}}keo/ Xfjx k`r~g}}keo

mjo ng re}kxk|g# kl xfg me`rjo{ mjo ~g}reoh zwkmac{ joh hgmk}k|gc{# e~ kx mjo ng ogijxk|g# kl xfg

me`rjo{ ljkc} xe hgck|g~/ Gkxfg~ yj{# ko xfg}g akoh} el è`gox}# gèxkeo} ~wo fkif joh ykcc cgj|g

j cj}xkoi k`r~g}}keo/

Nwx è`gox} el x~wxf me`g ko }e `jo{ |j~kgxkg} xfjx kx} k`re}}kncg xe xfkoa el xfg` jcc ko

jh|jomg/ [ew mjox re}}knc{ r~ghkmx g|g~{ }kxwjxkeo joh rcjo le~ kx ko jh|jomg/ G|go kl {ew

mewch# xfg `jowjc el r~emghw~g} yewch ng }e xfkma xfjx l~eox-}xjig ye~ag~} mewch og|g~ ceea

wr xfg r~emghw~g} ko xk`g/

Le~ rgercg xe ng gllgmxk|g ko }wmf }kxwjxkeo}# xfg{ oggh xe wohg~}xjoh xfg me`rjo{} rw~re}g/

Xfg{ oggh j ieeh# feck}xkm wohg~}xjohkoi el xfg den xfg me`rjo{ heg} le~ mw}xe`g~}/ Xfg{ oggh

xe aoey yfjx xfg me`rjo{ }xjoh} le~/ Joh xfg{ oggh r~komkrcg} xe iwkhg xfgk~ hgmk}keo-`jakoi/

J è`gox el x~wxf jx Oe~h}x~e` joh j è`gox el x~wxf jx ]ewxfyg}x Jk~ckog} ykcc ~gzwk~g hkllg~gox

akoh} el ~g}reo}g}# ngmjw}g xfg me`rjokg} he hkllg~gox den}/


14/26

s ;;/2:MfjoigXfk}

Nwx g|go kl g`rce{gg} wohg~}xjoh xfg me`rjo{} rw~re}g# xfg{ mjo eoc{ ~g}reoh gllgmxk|gc{

kl xfg{ fj|g xfg l~gghe` xe he }e/ @e}x me`rjokg} heox ik|g xfgk~ ye~ag~} xfg l~gghe` joh

jwxeoe`{ xe jmx hgmk}k|gc{ joh r~ejmxk|gc{ xe jhh~g}} mw}xe`g~ oggh}/

Xfg R~encg` Ykxf R~emghw~g}

Ko `jo{ me`rjokg} xehj{# xfg rgercg jx xfg xer x~{ xe hg}kio r~emg}}g} ykxf ~wcg} joh r~emg-

hw~g} xfjx ykcc r~ghkmxjnc{ joh ~gckjnc{ }ec|g jo{ r~encg` xfjx }fewch j~k}g/ Nwx r~emg}}g}

j~g n~kxxcg/ J ogy r~emg}} n~gja} j cex/ Joh yfgo j r~emg}} n~gja}# yg w}wjcc{ lkv kx n{ mfjoikoi

xfg r~emg}}# e~ jhhkoi j lgy `e~g ~wcg} xe fjohcg gvmgrxkeo}/ E|g~ xk`g# `e}x r~emg}}g}

ngme`g ~kikh# nw~gjwm~jxkm# joh ncejxgh ykxf ~wcg}# ~giwcjxkeo}# joh r~emghw~g}/

Xfg rw~re}g el jcc xfg}g r~emghw~g}# reckmkg} joh ~wcg} k} }e xfjx xfg ~joa-joh-lkcg g`rce{gg

heg}ox fj|g xe `jag hgmk}keo}/ Xfg ~wcg} j~g hg}kiogh xe ~glcgmx xfg hgmk}keo} xfjx xer `jojig-

`gox yewch r~g}w`jnc{ `jag# ik|go xfg }j`g }kxwjxkeo/ Xfg nki khgj k} xfjx le~ g|g~{ r~encg`

xfg~g k} eog erxk`jc }ecwxkeo xfjx njcjomg} xfg oggh} el xfg me`rjo{ ykxf xfg oggh} el xfg

mw}xe`g~# joh }`j~x rgercg mjo lkiw~g ewx xfjx erxk`jc }ecwxkeo joh ~ecc xfjx kole~`jxkeo ewx

xe xfg ~g}x el xfg me`rjo{ ko xfg le~` el ~wcg}/


15/26

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Feyg|g~# xfk} ~gzwk~g} xfjx jcc re}}kncg r~encg`} ng hglkogh ko jh|jomg/ ]e xfg~g} j cex el ye~a

xfjx fj} xe ie ko xe khgoxkl{koi joh }ec|koi r~encg`} xfjx heox gvk}x {gx joh `j{ og|g~ gvk}x/

Joh xfg è~g r~encg`} joh }ecwxkeo} yg hglkog ko jh|jomg# xfg è~g hkllkmwcx kx ngme`g} le~

g`rce{gg} xe wohg~}xjoh e~ g|go lkoh xfg ~wcg} xfjx jrrc{ ko j ik|go }kxwjxkeo/

Nwx k`jikog j me`rjo{ xfjx x~w}x} g|g~{ g`rce{gg xe w}g xfgk~

ng}x dwhi`gox joh jmx ko xfg ng}x koxg~g}x} el xfg mw}xe`g~ joh

xfg me`rjo{/ J me`rjo{ yfg~g g`rce{gg} fj|g jcc xfg kole~`j-

xkeo xfg{ oggh xe `jag ieeh hgmk}keo}/ J me`rjo{ yfg~g è}x

el xfg reckmkg} joh r~emghw~g} xfjx meo}x~jko joh ck`kx g`rce{gg}

j~g woogmg}}j~{# ngmjw}g g|g~{ ye~ag~ k} lwcc{ jwxfe~ktgh xe

jmx j} j ~gr~g}goxjxk|g el xfg me`rjo{# xe `jag hgmk}keo} joh

xe jwxfe~ktg gvrgo}g} yfgo ogmg}}j~{/ Kl {ew mjo k`jikog

xfg}g xfkoi}# xfgo {ew j~g k`jikokoi j cgj~okoi me`rjo{/

Xfg è~g r~encg`} joh }ecwxkeo} yg hgog ko jh|jomg#

xfg è~g hklmwcx kx ngme`g} e~ g`rce{gg} xe wohg~}xjoh e~g|go oh xfg ~wcg} xfjx jrrc{ ko j ik|go }kxwjxkeo/


16/26

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Xfg L~eox Ckog K} Oex j R~ehwmxkeo Ckog

O rcjo }||} mojm yf f o`/ Fc`f |o @c

Ko xehj{} ogxye~agh# }g~|kmg-h~k|go `j~agxrcjmg# xfg lemw} oggh} xe }fklx l~e` xfg ckog el

r~ehwmxkeo xe j hkllg~gox ckogxfg l~eox ckog/ Xfg ckog el r~ehwmxkeo k} j eog-yj{ j~~ey#

}xj~xkoi ykxf ~jy `jxg~kjc} joh }wrrckg~}# joh gohkoi ykxf xfg mw}xe`g~ yfe nw{} xfg r~ehwmx/

Nwx xfg l~eox ckog k} oex j eog-yj{ j~~ey# }e `wmf j}

j newohj~{# ckag xfg mech l~eox ko j ygjxfg~ rjxxg~o4

kx} xfg ghig el xfg e~ijoktjxkeo# xfg koxg~ljmg yfg~g

mw}xe`g~} joh xfg me`rjo{ koxg~jmx/


17/26

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Erxk`ktkoi le~ xfg r~ehwmxkeo ckog joh erxk`ktkoi le~ xfg l~eox ckog ~gzwk~g lwohj`goxjcc{

hkllg~gox akoh} el e~ijoktjxkeo/

J r~ehwmxkeo ckog ~gzwk~g} gllkmkgom{/ Korwx} mjo ng }xjohj~hktgh# joh go|k~eo`gox} joh r~emg}}g}

mjo ng koxg~ojcc{ meox~eccgh/

Nwx j l~eox ckog ~gzwk~g} erxkeojckx{/ L~eox ckog rgercg hgjc ykxf go|k~eo`gox} joh mk~mw`}xjomg}

xfjx mjooex ng r~ghkmxgh/ Yfjx xfg{ oggh j~g }wrre~x }{}xg`} xfjx xfg{ mjo jmmg}} j} ogghgh#

ckag mjcc j l~kgoh eo Yfe Yjox} xe ng j @kcckeojk~g/

Xfg Cjy el ^gzwk}kxg \j~kgx{/

Xfg Cjy el ^gzwk}kxg \j~kgx{# jc}e aoeyo j} J}fn{} Cjy# }xjxg} xfjx jo{ meox~ec }{}xg` `w}x ng

mjrjncg el |j~kgx{ xfjx} i~gjxg~ xfjo e~ gzwjc xe xfg |j~kgx{ ko xfg }{}xg` xe ng meox~eccgh/

Ko exfg~ ye~h}# kl xfg~g k} |j~kgx{ ko xfg go|k~eo`gox# {ew oggh goewif |j~kgx{ ko {ew~ }{}xg`

xe jn}e~n kx gllgmxk|gc{/ K`jikog {ew j~g xf~eykoi njcc} jx j dwiicg~ joh xfg dwiicg~ k} x~{koi

xe aggr xfg` jcc ko xfg jk~/ Oe `jxxg~ fey }akccgh xfg dwiicg~# xfg~g ykcc jcyj{} ng j rekox yfg~g

xfg~g j~g xee `jo{ re}}kncg }xjxg} le~ xfg dwiicg~} `koh joh fjoh} xe `jkoxjko meox~ec/ Jx}e`g rekox# {ew ykcc gkxfg~ oggh xe ~ghwmg xfg ow`ng~ el njcc} e~ {ew ykcc oggh `e~g dwiicg~}/


18/26

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Xfg~g j~g xye yj{} xe hgjc ykxf |j~kgx{/ [ew mjo ~ghwmg |j~kgx{ n{ }xjohj~hktkoi korwx} joh

meox~ecckoi xfg go|k~eo`gox j} `wmf j} re}}kncg &lgyg~ njcc}+# e~ {ew mjo hg}kio j }{}xg` xfjx}

mjrjncg el jn}e~nkoi è~g |j~kgx{ &è~g dwiicg~}+/

^ghwmkoi \j~kgx{/^ghwmkoi |j~kgx{ k} j `jmfkog-ckag# ljmxe~{ jrr~ejmf xe me`rjo{ hg}kio/ Xfk} ye~a} yfgo {ew

mjo }wmmg}}lwcc{ meo}x~jko {ew~ korwx} xe j }`jcc ow`ng~ el re}}kncg }xjxg} joh meox~ec xfg

go|k~eo`gox yfg~g xfg }g~|kmg k} hgck|g~gh/

@mHeojch} k} jo gvj`rcg el j }g~|kmg me`rjo{ xfjx }wmmggh} ngmjw}g kx k} jncg xe ~ghwmg |j~kgx{/

Meo}khg~ xfg @mHeojch} h~k|g-xf~ewif gvrg~kgomg4 J} j mw}xe`g~ {ew~ e~hg~} j~g ck`kxgh n{yfjx {ew mjo }gg eo xfg `gow/ [ew e~hg~ }e`g zwjoxkx{ el `gow kxg`}# yfkmf x~kiig~} j ljmxe~{-

ckag r~ehwmxkeo r~emg}} ngfkoh xfg }mgog}# yfkcg {ew rj{ jx j rj{`gox ykohey/ [ew rkma wr

{ew~ leeh jx j hgck|g~{ ykohey/ Rw~re}g `jxmfg} rg~le~`jomg/ ]g~|kmg hgck|g~gh/

J} j mw}xe`g~ {ew j~g j ykcckoi rj~xkmkrjox ko xfg

ljmxe~{ gvrg~kgomg/ [ew~ mj~ k} jo kxg` ko jo j}}g`-

nc{ ckog joh {ew mjo ng }w~g xfjx xfg xk`g ngxyggo

{ew~ e~hg~ joh xfg hgck|g~{ el {ew~ leeh k} mj~glwcc{

èokxe~gh n{ xfg me`rjo{/


19/26

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Xfk} ye~a} le~ @mHeojch} ngmjw}g xfg{ fj|g e~ijoktgh xfgk~ r~e`k}g j~ewoh }e`gxfkoi xfjx

mjo ng meo}k}xgoxc{ joh ~gckjnc{ ng hgck|g~gh ko j ljmxe~{-ckag yj{/ Le~ xfk} xe ye~a# mw}xe`g~}

`w}x leccey xfg r~emg}} j} r~g}m~kngh/ Kl {ew yjca ko xe j @mHeojch} ~g}xjw~jox# {ew heox

gvrgmx xfg akoh el }g~|kmg {ew yewch igx ko j }kx-heyo ~g}xjw~jox/ Kl {ew }jx heyo jx j xjncg

joh yjkxgh xe ng }g~|gh# {ew yewch ng yjkxkoi j ceoi xk`g/ @mHeojch} ye~a} `e~g ckag j

ikjox |gohkoi `jmfkog/ [ew yjkx ko ckog woxkc {ew igx xe xfg `jmfkog koxg~ljmg# {ew rwx ko {ew~

e~hg~ joh {ew~ `eog{# joh xfg leeh me`g} ewx xfg }cex/ Xfk} ye~a} le~ @mHeojch} ngmjw}g

xfg{ fj|g oj~~eygh mw}xe`g~ gvrgmxjxkeo} xe `jxmf j ljmxe~{-ckag }g~|kmg/

@mHeojch} k} jo gvmgccgox }g~|kmg r~e|khg~ ko xfgk~ okmfg# oex }e `wmf ngmjw}g xfg{ j~g

gvmgccgox jx }g~|kmg hgck|g~{1 nwx ~jxfg~ ngmjw}g xfg{ fj|g ~ghwmgh xfgk~ r~e`k}g xe j |g~{ oj~~ey

ykohey# ~ghwmkoi |j~kgx{ ko xfgk~ korwx} joh meox~ecckoi xfg go|k~eo`gox j} `wmf j} re}}kncg/

Xfg~g k} j me}x xe xfk} jrr~ejmf# feyg|g~/ Rgercg ko }wmf xkifxc{-meox~eccgh }{}xg`} heox fj|g

j cex el jwxeoe`{ joh xfg{ fj|g lgy erre~xwokxkg} xe gvg~mk}g m~gjxk|kx{ jx ye~a/ ]e yfgo j

@mHeojch} g`rce{gg }j{} Fj|g j okmg hj{# {ew `kifx lggc ckag kx mj`g l~e` j ~enex/ Ngmjw}g

yfgo rgercg j~g x~gjxgh ckag ~enex}# xfg{ jmx ckag ~enex}/


20/26

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Jn}e~nkoi \j~kgx{/

@e}x }g~|kmg} mjooex ~ghwmg xfg |j~kgx{ el xfgk~ korwx} joh meox~ec xfgk~ go|k~eo`gox j} gj}kc{

j} lj}x-leeh ~g}xjw~jox}/ Mw}xe`g~ hg`joh k} oex w}wjcc{ }e gj}kc{ }xjohj~hktgh joh ~giwcjxgh/

Mw}xe`g~} fj|g `jo{ r~encg`} xe }ec|g ko xfgk~ ck|g}/ Xfg{ fj|g `jo{ den} xfjx oggh hekoi#joh eoc{ j lgy el xfg` mjo ng gj}kc{ ~ghwmgh xe j }`jcc }gx el }xjohj~h korwx}/

Mw}xe`g~} fj|g j xgohgom{ xe ~g}k}x }xjohj~hktjxkeo/ Xfg è~g {ew x~{ xe }xjohj~hktg xfgk~

}g~|kmg ~gzwg}x}# xfg è~g {ew ykcc rk}} xfg` ell/ Oex j ieeh ~gmkrg le~ mw}xe`g~ }jxk}ljmxkeo

e~ ceoi-xg~` nw}kog}} i~eyxf/

Xfg ~gjc ye~ch xf~ey} j cex el |j~kgx{ jx {ew/

Kx} newoh xe xf~ey xfkoi} jx {ew xfjx {ew hkhox

r~grj~g le~# rcjo le~# e~ joxkmkrjxg/ Ko è}x mj}g}#

}g~|kmg r~e|khg~} `w}x ~ge~ijoktg xe jn}e~n

|j~kgx{ ~jxfg~ xfjo ~ghwmg e~ meoxjko kx/

Eockog }feg }xe~g Tjrre} mjcc mgoxg~} j~g hg}kiogh xe jn}e~n |j~kgx{/ @e}x mjcc mgoxg~} ceea jx

mw}xe`g~ }wrre~x j} j me}x/ Jlxg~ jcc# kl {ew fj|g jc~gjh{ nggo rjkh le~ j r~ehwmx joh hgck|g~ghkx# xfgo {ew jc~gjh{ fj|g {ew~ èog{ joh jo{ jhhkxkeojc glle~x eo {ew~ rj~x ykcc me}x {ew èog{#

~kifx5 Tjrre} ceea} jx xfg gzwjxkeo hkllg~goxc{/


21/26

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Tjrre} aoey} xfjx j mw}xe`g~ mjcc r~enjnc{ ~gr~g}gox} j |g~{ xko{ l~jmxkeo el xfgk~ xexjc koxg~jm-

xkeo} ykxf xfg me`rjo{/ Wockag `e}x eockog ~gxjkcg~}# Tjrre} gomew~jig} rg~}eo-xe-rg~}eo

meoxjmx/ Tjrre} rwnck}fg} xfgk~ :-622 ow`ng~ eo g|g~{ rjig el xfgk~ }kxg/ Eockog }xe~g} heox

igx j cex el mfjomg} le~ ~gjc fw`jo meoxjmx ykxf mw}xe`g~}# joh Tjrre} heg} g|g~{xfkoi

xfg{ mjo xe xw~o mw}xe`g~ mjcc} koxe re}kxk|g# fw`jo gvrg~kgomg} xfjx mw}xe`g~} ykcc ~g`g`ng~/

Xfgk~ ow`ng~ eog iejc k} xe hgck|g~ gvrg~kgomg} xfjx j~g }e i~gjx xfg{ j~g ye~xf xjcakoi jnewx/

Xfg lk~}x }xgr ko m~gjxkoi j i~gjx mw}xe`g~ gvrg~kgomg k} fk~koi xfg ~kifx rgercg ko xfg lk~}x rcjmg/

Jlxg~ lew~ ygga} el x~jkokoi# Tjrre} mjcc mgoxg~ ~gr} j~g ellg~gh (=#222 xe zwkx k``ghkjxgc{/

^g`g`ng~# xfk} k} le~ jo (::-jo-few~ den/ N{ ellg~koi rgercg `eog{ xe zwkx# Tjrre} go}w~g}

xfjx xfg rgercg xfg{ fk~g j~g ~gjcc{ gvmkxgh jnewx ye~akoi xfg~g/

Jx Tjrre}# xfg~g j~g oe mw}xe`g~ }g~|kmg }m~krx} e~ r~g-}gx xk`g ck`kx} le~ mw}xe`g~ }wrre~x

mjcc}/ ^gr} j~g gomew~jigh xe xjag j} `wmf xk`g j} ogmg}}j~{ xe }ec|g xfg mw}xe`g~} r~encg`#

joh xfgk~ `k}}keo k} xe r~e|khg xfg ng}x mw}xe`g~ }g~|kmg re}}kncg/ Tjrre} fj} j :22' }jxk}ljmxkeo

iwj~joxggh ~gxw~o reckm{/ Jlxg~ xfg mjcc# }g~|kmg ~gr} leccey wr joh aggr xfgk~ r~e`k}g}# joh

}goh j rg~}eojc oexg j} rj~x el xfgk~ leccey-wr/

Ieeh mw}xe`g~} j~g r~elkxjncg mw}xe`g~}/


22/26

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Tjrre} x~gjx} l~gzwgox mw}xe`g~} ygcc# ykxf }w~r~k}g} ckag wri~jhg} l~e` }xjohj~h i~ewoh

}fkrrkoi xe ogvx-hj{ jk~/ @jakoi mw}xe`g~} fjrr{# }j{} MGE Xeo{ F}kgf# cgjh} xe me}x }j|koi}

gc}gyfg~g# ckag `j~agxkoi/ Yg cgx ew~ mw}xe`g~} he ew~ `j~agxkoi# fg }j{}/ N{ `jakoi

}w~g xfg{ igx xfg ~kifx rgercg joh ik|koi xfg` xfg jwxeoe`{ joh jwxfe~kx{ xfg{ oggh xe }g~|g

mw}xe`g~}# Tjrre} mjcc mgoxg~} j~g hg}kiogh xe jn}e~n |j~kgx{# oex meoxjko kx/

L~gghe` xe Gvrg~k`gox/

]g~|kmg cgjhg~} ckag ]ewxfyg}x Jk~ckog}# Oe~h}x~e` joh xfg ^kxt-Mj~cxeo ik|g g`rce{gg} ykhg

cjxkxwhg xe ~g}ec|g k}}wg} le~ mw}xe`g~}/ Jx ]ewxfyg}x Jk~ckog}# g`rce{gg} j~g gvrgmxgh xe

jmx k``ghkjxgc{ xe xjag mj~g el mw}xe`g~}# joh eoc{ xe mfgma ykxf j }wrg~|k}e~ kl j mw}xe`g~

j}a} le~ }e`gxfkoi xfjx `jag} xfg` lggc wome`le~xjncg/ Jx Oe~h}x~e`# g`rce{gg} j~g xech

xe w}g xfgk~ ng}x dwhi`gox ko jcc }kxwjxkeo}/ Kl j mw}xe`g~ jx j ^kxt-Mj~cxeo fexgc fj} j r~encg`#jo{ g`rce{gg fj} xfg jwxfe~kx{ xe }rgoh wr xe (>#222 xe ~g}ec|g kx k``ghkjxgc{# ykxfewx

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joh hk}me|g~ ogy xfkoi}/

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Ko Xfg Oe~h}x~e` Yj{4 Xfg Ko}khg ]xe~{ el J`g~kmj} -: Mw}xe`g~ ]g~|kmg Me`rjo{# êng~x]rgmxe~ joh Rjx~kma @mMj~xf{ mcgj~c{ rekox ewx xfg }gm~gx el Oe~h}xe`} }wmmg}}4 Oe~h}x~e`


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~gjcc{ oe mfekmg/ Ko xfg ye~h} el Djma Ygcmf#

Mfjoi nl fj| /

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http://800ceoread.com/book/show/9781449319052http://www.changethis.com/99.04.ConnectedCompany/emailhttp://changethis.com/page/show/e_mail_newsletterhttp://creativecommons.org/licenses/by-nc-nd/2.0/http://www.veer.com/http://www.veer.com/http://creativecommons.org/licenses/by-nc-nd/2.0/http://changethis.com/page/show/e_mail_newsletterhttp://www.changethis.com/99.04.ConnectedCompany/emailhttp://800ceoread.com/book/show/9781449319052


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