brand study : maggi
TRANSCRIPT
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^|afhbp Egeczvh` / @abxkhgph` Lz 6
@j}jpe a|tec# D^!OT!5>+5:+5
\eftjg ephc# XD^!OT!5>+5
Rede| E' Ed|etec# XD^!OT!>:+5+5
5
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7/31/2019 Brand Study : Maggi
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PELCH AO BAGPHGPR
R'GA ^E\PJBXCE\R ^EDH+GA
5 H}hbxpjvh Rxkke|z 8
< Lebid|axg` Ao Ghrpch Jg`je ?
2 Pmh Bak~egzr Mjrpa|z =
0 Kegedhkhgp Rp|xbpx|h 5>
8 BR\ Ebpjvjpjhr 55
? Jgp|a`xbpjag Ao Pmh ^|afhbp 50
4 L|eg` Rpa|z 5?
= Keddj L|eg` H}phgrjag 54
: L|eg` Gekh Eg` Cada Fjgdchr Eg` Pedcjghr
52 Rechr Eg` Ke|ihpjgd Bmegghc 00
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50 @jrp|jlxpjag Bmegghc 08
58 Ke|ihp ^hghp|epjag Rp|ephdjhr 04
5? Perph Eg` |hoh|hgbhr Ao Bagrxkh| 0:
54 @hkad|e~mz eg` ~rzbmad|e~m ao bagrxkh|r 8
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H]HBXPJ_H RXKKE\Z
Pmh |h~a|p hgpjpch` E Rpx`z ao L|eg` Keddj `hecr tjpm pmh rpx`z ao Keddj
l|eg` pmep ter cexgbmh` jg Jg`je jg pmh zhe| 5:=2# lz Ghrpch Jg`je Cjkjph`# tmjbm
lhbekh rzgagzkaxr tjpm gaa`chr' Pmjr |hrhe|bm p|jhr pa ojg` ete|hghrr ao
Keddj/ jpr ~|a`xbp cjgh tjpm pmep ao jpr bak~hpjpa|r' Pmh jgp|a`xbpjag ~|avj`hr pmh
bak~egz lebid|axg`# a~h|epjagec / apmh| jk~a|pegp jgoa|kepjag ~|avj`h` lz pmh
bak~egz# tmjbm taxc` errjrp jg peijgd pmh `hbjrjag oa| pmh |jdmp l|eg` h}phgrjag
rp|ephdz oa| Keddj'
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JGP\A@XBPJAG
Lebid|axg`Ghrpch Jg`je cp`6+
Ghrpch Jg`je Cjkjph` -GJC* jr pmh Jg`jeg rxlrj`je|z ao pmh dcalec OKBD kefa|# Ghrpch
RE' Ghrpch Jg`je Cp`' jgp|a`xbh` Keddj L|eg` pa pmh Jg`jeg bagrxkh|r tjpm pmh cexgbm ao
Keddj < Kjgxph Gaa`chr# eg jgrpegp oaa` ~|a`xbp# jg 5:=8 lhpthhg pmh Egdca+Rtjrr Kjci Bak~egz oa| kjci ~|a`xbpr hrpelcjrmh`
jg 5=?? lz pmh ^edh L|apmh|r jg Bmek# Rtjph|ceg` eg` pmh Oe|jgh Cebph Mhg|j Ghrpc
Bak~egz rhp x~ jg 5=?4 lz Mhg|j Ghrpc pa ~|avj`h eg jgoegp oaa` ~|a`xbp' Ghrpc Jg`jer
lxrjghrr alfhbpjvh eg` pmep ao jpr kegedhkhgp eg` hk~cazhhr jr pa kegxoebpx|h eg`
ke|ihp pmh Bak~egzr ~|a`xbpr jg rxbm e tez er pa b|heph vecxh pmep beg lh rxrpejgh`
avh| pmh cagd ph|k oa| bagrxkh|r# rme|hmac`h|r# hk~cazhhr# lxrjghrr ~e|pgh|r'
Pmh ~|a`xbp kj} ao Ghrpch Jg`je bagrjrpr ao kjci ~|a`xbpr eg` lelz ~|a`xbpr -0
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lxrjghrr jgpa rjkjce| eg` `jvh|rjojh` ~|a`xbp bephda|jhr' Tjpm eg Hk~cazhh rp|hgdpm ao
avh| 2>>> eg` px|gavh| ao XR$ 0:4 kjccjag jg >2# Ghrpch Jg`je jr agh ao pmh che`jgd
bak~egjhr jg pmh OKBD r~ebh jg Jg`je' Pmh bak~egz jr ebigatch`dh` ekagd Jg`jer
karp |hr~hbph` bak~egjhr eg` ekagd pmh pa~ Thecpm B|hepa|r ao Jg`je'
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PMH BAK^EGZ$R MJRPA\Z
Zhe| 5=4> +Pmh Rtjrr Fxcjxr Kjbmec Famegghr Keddj -5=0?+5:5
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Zhe| 5:=< + Ghrpch Jg`je Cp`' jgp|a`xbh` Keddj pa pmh Jg`jeg bagrxkh|r tjpm pmh
cexgbm ao Keddj < Kjgxph Gaa`chr# eg jgrpegp oaa` ~|a`xbp# jg 5:=
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KEGEDHKHGP RP\XBPX\H
Gepjagec Rechr Kegedh|
\hdjagec Rechr Kegedh|
Bagrxkh| Rh|vjbh
Kegedh|
E|he Kegedh| Rzrphk Rx~~a|p Hvhgp
Ph||jpa|z jg+
bme|dh
Rechr
Errabjephr
@jrp|jlxph|
Rzrphk Rx~~a|p
Kegedh|
Hvhgp Kegedh|
Che`h|
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BR\EBPJ_JPJHR
Ghrpc mer lhhg e ~e|pgh| jg Jg`jer d|atpm oa| avh| gjgh `hbe`hr gat eg` mer lxjcp
e vh|z r~hbjec |hcepjagrmj~ ao p|xrp eg` bakkjpkhgp tjpm pmh ~ha~ch ao Jg`je' Pmh
Bak~egzr ebpjvjpjhr jg Jg`je mevh oebjcjpeph` `j|hbp eg` jg`j|hbp hk~cazkhgp eg`
~|avj`hr cjvhcjmaa` pa elaxp agh kjccjag ~ha~ch jgbcx`jgd oe|kh|r# rx~~cjh|r ao
~ebiedjgd keph|jecr# rh|vjbhr eg` apmh| daa`r'
Ghrpc Jg`je kegxoebpx|hr ~|a`xbpr ao p|xcz jgph|gepjagec uxecjpz xg`h|
jgph|gepjageccz oekaxr l|eg` gekhr rxbm er GHRBEO# KEDDJ# KJCIZLE\#
KJCA# IJP IEP# LE\+AGH# KJCIKEJ@ eg` GHRPHE eg` jg |hbhgp zhe|r pmh
Bak~egz mer ecra jgp|a`xbh` ~|a`xbpr ao `ejcz bagrxk~pjag eg` xrh rxbm er
GHRPC Kjci# GHRPC RCJK Kjci# GHRPC O|hrm g Gepx|ec @emj eg`
GHRPC Fhh|e \ejpe'
Ghrpch jg pmh bakkxgjpz6+
Ghrpc Jg`je mer ectezr oabxrh` ag cagd ph|k# rxrpejgelch eg` ~|aojpelch d|atpm
eg` mhc~h` bakkxgjpjhr e|axg` jpr oebpa|jhr pa jk~|avh pmhj| uxecjpz ao cjoh jg e
rjkjce| keggh|' Ghrpc Ed|jbxcpx|ec Rh|vjbhr mer xrh` pmh h}~h|jhgbh dejgh` lz
Ghrpc eb|arr pmh ta|c` pa rhp x~ e rzrphk ao `j|hbp eg` hoojbjhgp bagpebp tjpm pmh
oe|kh|r' Bak~egz vhph|jge|jegr eg` ed|agakjrpr rx~h|vjrh pmh kjci |axphr eg`
e`vjrh oe|kh|r ag ve|jaxr jrrxhr jgbcx`jgd ~|a~h| ohh` oa| pmh mh|`r' Kjci rpa|edh
oebjcjpjhr mevh lhhg rhp x~ bcarh pa pmh oe|kh|r' _hph|jge|z rh|vjbhr e|h ~|avj`h`o|hh# eg` kh`jbjghr ~|avj`h` ep tmachrech barp' Pmh bak~egz errjrpr oe|kh|r jg
e|pjojbjec jgrhkjgepjag ~|ad|ekr oa| pmhj| beppch# ~|avj`hr rxlrj`z eg` mhc~r pmhk jg
~|abx|jgd caegr'Oa| ka|h ag Ghrpc Ed|jbxcpx|ec Rh|vjbhr
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5 kjccjag ~ha~ch `a gap mevh ebbhrr pa
bcheg `|jgijgd teph|' Ghrpc Jg`je jr bakkjpph` pa jk~|avjgd pmh rjpxepjag eg`
lhcjhvhr pmep pmh oj|rp rph~ jr pa b|heph ete|hghrr jg pmh bakkxgjpjhr e|axg` jpr
oebpa|jhr' E ihz oabxr e|he ao ax| ba|~a|eph jgjpjepjvhr jr pa mhc~ ~|avj`h Bcheg
@|jgijgd Teph| eg` h`xbeph bmjc`|hg jg rbmaacr pa bagrh|vh pmjr rbe|bh |hrax|bh'
H`xbepjag eg` P|ejgjgd6+
Ghrpc rx~~a|pr jgjpjepjvhr pa b|heph ete|hghrr elaxp pmh |jdmp pa h`xbepjag eg`
hgbax|edhr pmh bakkxgjpjhr e|axg` jpr oebpa|jhr pa rhg` pmhj| bmjc`|hg pa rbmaac'
Ghrpc Jg`je hk~cazhhr mevh `hvhca~h` e r~hbjec ~cez Chp Xr Da pa Rbmaac oa|
pmjr ~x|~arh' Pmjr mer lhhg rpedh` ekagdrp pmh bakkxgjpjhr e|axg` ax| oebpa|jhr#
eg` jpr |hba|`jgdr rb|hhgh` ep rkecch| depmh|jgdr ecagd pmh kjci |axphr'
Pmh Bak~egz ecra |hbadgjhr pmh ebpjvh |ach pmep vjccedh takhg ~cez jg e`a~pjgd
daa` `ej|zjgd ~|ebpjbhr jg `ej|z oe|kr eg` |hdxce|cz bag`xbp r~hbjec ~|ad|ekr pmep
mhc~ pmhk' Ghrpch Jg`je rx~~a|pr cabec rbmaacr# mhc~r jg pmh kejgphgegbh ao ~xlcjb
~e|ir eg` d|hhg lhcpr# eg` oebjcjpephr lcaa` `agepjag bek~r eg` mhecpm ete|hghrr
~|ad|ekr' Pmh ihz khrredhr ao bagrh|vepjag# mzdjhgh# mhecpm eg` thccghrr e|h
~|ad|hrrjvhcz lxjcp jgpa pmh bakkxgjpjhr tmh|h pmh Bak~egz jr ~|hrhgp' Ecc pmhrh
jgjpjepjvhr rp|hgdpmhg pmh lag` lhpthhg Ghrpc Jg`je eg` pmh bakkxgjpz'
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,B|hepjgd Rme|h` _ecxh jr e vh|z `jooh|hgp e~~|aebm pa ba|~a|eph rabjec
|hr~agrjljcjpz -BR\*# lhbexrh jp jr gap oabxrh` ag khhpjgd e rhp ao rpeg`e|`
h}ph|gec b|jph|je# a| ag ~mjcegpm|a~z' Pmh j`he ao tjggh|r eg` carh|r `ahrgp ojp pmjrka`hc ao BR\',
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JGP\A@XBPJAG PA PMH ^\AFHBP
L|eg`KEDDJ6+
Keddj jr eg avh| 5>>+zhe|+ac` Ghrpc l|eg` ao jgrpegp rax~r# rpabir# laxjccagr#
ihpbmx~r# rexbhr# rheragjgdr eg` jgrpegp gaa`chr' Jp uxjbicz lhbekh e ~jaghh| ao
jg`xrp|jec oaa` ~|a`xbpjag# ejkjgd ep pmh jk~|avhkhgp ao pmh gxp|jpjag ao ta|ih|
oekjcjhr'
Avh| pjkh pmh rba~h ao KEDDJ mer lhhg h}phg`h` o|ak e ~|h`akjgegpcz
`hmz`|eph` baaijgd ej` l|eg` pate|`r e dhgh|ec reva|z oaa` l|eg` jgbcx`jgd kegzpz~hr ao |he`z khecr eg` ecra o|ahg oaa`' Pmjr jr jg cjgh tjpm pmh oebp pmep ~ha~ch
ecc avh| pmh ta|c` e|h baaijgd chrr eg` chrr o|ak rb|epbm'
KEDDJ L\EG@ JG JG@JE6+
Keddj Bakhr pa Jg`je phhpmjgd p|axlchr Keddj gaa`chr ter cexgbmh` jg Jg`je jg
pmhhe|cz5:=>r' Be|ca K'@agepj# pmh ~|hrhgp Bmej|keg eg`
Kegedjgd @j|hbpa| ao Ghrpch Jg`je Cp`# l|axdmp pmh jgrpegp gaa`ch l|eg` pa Jg`je
`x|jgd mjr rma|p rpjgp mh|h jg pmh he|cz hjdmpjhr' Ep pmep pjkh# pmh|h ter ga `j|hbp
bak~hpjpjag' Pmh oj|rp bak~hpjpjag bekh o|ak pmh |he`z+pa+hep rgebi rhdkhgp
tmjbm jgbcx`h` rgebir cjih rekarer# ljrbxjpr a| kezlh ~hegxpr# pmep th|h xrxeccz
pmh laxdmp axp pz~h' Pmh rhbag` bak~hpjpjag bekh o|ak pmh makhke`h rgebir
cjih ~eia|er a| reg`tjbmhr' Ra pmh|h th|h ga r~hbjojb lxz eg` keih rgebi%
Ka|havh| lapm bak~hpjpa|r me` bh|pejg `|etlebir jg bak~e|jrag' Rgebir cjih
rekarer e|h xrxeccz laxdmp axp# eg` axprj`h oaa` jr dhgh|eccz
bagrj`h|h` xgmzdjhgjb eg` xgmhecpmz' Pmh apmh| bak~hpjpa|# makhke`h rgebir
avh|bekh lapm pmhrh ~|alchkr lxp me` pmh `jre`vegpedh ao h}phg`h`
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~|h~e|epjag pjkh ep makh' Keddj ter ~arjpjagh` er pmh agcz mzdjhgjb makh ke`h
rgebi% @hr~jph pmjr# Ghrpc oebh` `joojbxcpjhr tjpm pmhj| rechr eoph| pmh
jgjpjec ~merh' Pmh rach |herag lhjgd# pmh ~arjpjagjgd ao pmh ~|a`xbp tjpm pmh t|agdpe|dhp d|ax~' Ghrpch me` ~arjpjagh` Keddj er e bagvhgjhgbh oaa` ~|a`xbp
ejkh` ep pmh pe|dhp d|ax~ ao ta|ijgd takhg tma me|`cz oaxg` egz pjkh
oa| baaijgd' Xgoa|pxgephcz pmjr baxc` gap mac` pmh ~|a`xbp oa| vh|z cagd' Jg
pmh bax|rh ao kegz ke|ihp |hrhe|bmhr eg` rx|vhzr# pmh oj|k oaxg` pmep
bmjc`|hg th|h pmh ljddhrp bagrxkh|r ao Keddj gaa`chr' Uxjbicz pmhz
|h~arjpjagh` jp pate|`r pmh ij`r rhdkhgp tjpm ve|jaxr paacr ao rechr ~|akapjag cjih
baca| ~hgbjcr# rihpbm ~hgr# oxg laair# Keddj bcxlr tmjbm ta|ih` tag`h|r
oa| pmh l|eg`'
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L\EG@ RPA\Z
Cexgbmh` jg 8 oceva|r jgjpjeccz Kerece# bmjbihg# Be~rjbxk# rthhp / rax|# eg`CeredgeKeddj me` pa ojdmp me|` pa lh ebbh~ph` lz Jg`jeg bagrxkh|r tjpm pmhj|
me|`+pa+bmegdh hepjgd meljpr' Pmh ~ebiedh` oaa` ke|ihp ter vh|z rkecc ep pmjr
pjkh# Ghrpch me` pa ~|akaph gaa`chr er e bagbh~p# lhoa|h jp baxc` ~|akaph
Keddj er e l|eg`' Jp pmh|hoa|h `hvjrh` e pta+~|agdh` rp|ephdz pa epp|ebp kapmh|r
ag pmh bagvhgjhgbh ~cegi eg` cx|h ij`r ag pmh oxg ~cegi' D|e`xeccz#
pmh ke|ihp oa| jgrpegp gaa`chr lhdeg pa d|at' Pmh bak~egz ecra `hbj`h` pa oabxr
ag ~|ak
apjagr pa jgb|herh pmh l|eg` ete|hghrr' Jg pmh jgjpjec zhe|r# Ghrpch ~|akapjagec
ebpjvjpjhr oa| Keddj jgbcx`h` rbmhkhr aooh|jgd djopr -rxbm er pazr eg` xphgrjcr* jg
|hpx|g oa| hk~pz gaa`chr ~ebi'
Ebba|`jgd pa egeczrhr pmh oabxr ag ~|akapjag px|gh` axp pa lh pmh rjgdch ce|dhrp
oebpa| |hr~agrjlch oa| Keddjr |e~j` ebbh~pegbh' GhrpchSr Kegedh|r
xpjcjh` ~|akapjagr er kherx|h` pa khhp pmhj| rechr pe|dhp' D|e`xeccz#
rechr ~|akapjag lhbekh e b|xpbm oa| Keddj gaa`chr rechr' Ceph| kegz
ao pmh Keddjr h}phgrjagr ecra ke`h bagrj`h|elch xrh ao ~|akapjagec rbmhkhr'
Pmh oabxr aoecc Keddjr h}phgrjagr ter ka|h ag lhcat pmh cjgh ebpjvjpjhr |epmh|
pmeg `j|hbp bakkxgjbepjag' Jg e``jpjag pa ~|akapjagec ebpjvjpjhr# Keddj
errabjeph` jprhco tjpm kejgrp|hek phchvjrjag ~|ad|ekkh eg` e`vh|pjrh` mhevjcz
ag ij`r ~|ad|ekkh eg` bmegghcr' Eoph| jpr e`vh|pjrhkhgpr tjpm pedcjghr cjihkxkkj lmaaim cedj mej#ler `akjgxpheg` oerp pa baai daa` pa hep Keddjr
~a~xce|jpz lhbekh mjdmcz epp|jlxph` pa jpr h}p|hkhcz mjdm e~~hec pa bmjc`|hg' Er e
|hrxcp# Keddjr eggxec d|atpm |h~a|ph`cz paxbmh` 58( `x|jgd jpr jgjpjec zhe|r'
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KEDDJR L\EG@ H]PHGRJAG
Jg a|`h| pa rp|hpbm Keddjr l|eg` pa jgbcx`h Jg`jeg hpmgjb oaa`r pmh bak~egz pjh`
x~ tjpm e ^xgh lerh` Bma|`je oaa`r pa cexgbm ~jbichr xg`h| pmh zhe| 5::8' Pmh
bak~egz ecra pjh` x~ tjpm Jg`jeg oaa`r oh|khgpepjag -JOO*# e Bmhggej lerh` oaa`
bak~egz pa ke|ihp ~a~xce| raxpm Jg`jeg oaa` ~|h~e|epjag rxbm er reklmh|# `are#
ve`e eg` r~jbhr jg bagrxkh| ~ebir jg @hb 5::8' Pmh bak~egz |h~a|ph`cz ret e cap
ao xgpe~~h` ~aphgpjec jg pmh ke|ihp oa| |he`z pa xrh raxpm Jg`jeg ke|ihp'
Jg 5::?# ~|a`xbpr o|ak pmhrh pta vhgpx|hr |hbhjvh` cxihte|k |hr~agrh o|ak pmh
ke|ihp9 rechr th|h |epmh| ~aa| jg pmh |hdjagr jg tmjbm pmhz th|h cexgbmh`'
Egeczrpr epp|jlxph` pmh oejcx|h ao pmhrh Keddj h}phgrjagr pa pmh oebp pmep Ghrpc
rhhkh` pa lh ~e|pjbxce|cz le` ep `hecjgd tjpm p|e`jpjagec Jg`jeg ~|a`xbp bephda|jhr'
Keddj gaa`chr ~h|oa|kh` le`cz jg 5::?' @hr~jph rcat rechr jg pmh ~|hvjaxr pta
zhe|r# Ghrpc me` rhp e rechr pe|dhp ao >> pagghr oa| pmh zhe|' Mathvh|# Keddj
baxc`gp b|arr hvhg 50#>>> pagghr' E``jgd pa pmh bak~egz tahr ter pmh oejcx|h ao
Keddj Pagjdmpr R~hbjec# e |egdh ao baaijgd rexbhr ejkh` ep ~|avj`jgd|hrpex|egp+cjih+perph pa oaa` baaih` ep makh' Pmh |egdh jgbcx`h` aooh|jgdr rxbm
er Lxpph| Bmjbihg d|evz eg` pakepa rexbh oa| ~jer'
Ghrpc cexgbmh` Keddj Kebe|agj jg Fxcz 5::4' Ebba|`jgd pa egeczrpr# Keddj
Kebe|agj ter cexgbmh` ~e|pcz pa `hec tjpm pmh d|atjgd ~a~xce|jpz ao bak~hpjgd
gaa`chr l|eg` Pa~ \ekhg' Keddj Kebe|agj ter ke`h evejcelch jg pm|hh oceva|r#
Pakepa# Bmjbihg# eg` Kerece' Pmh bak~egz h}~hbph` pa |h~hep pmh rxbbhrr ao
Keddj gaa`chr tjpm Keddj Kebe|agj' Er tjpm karp ao jpr ~|a`xbp cexgbmhr# Keddj
Kebe|agjr cexgbm ter lebih` lz e kxcpj+kh`je e`vh|pjrhkhgp bek~ejdg
jgbcx`jgd |e`ja# phchvjrjag#
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5=
axp`aa|r eg` ~|jgp kh`je tjpm pmh pedcjgh# Pxk \a Lelz'
@xh pa oejcx|h Ghrpc me` pa tjpm`|et Keddj Kebe|agj bak~chphcz o|ak pmh
ke|ihp'
Ghrpc me` gap hvhg |hbavh|h` o|ak Kebe|agjr `jrkec ~h|oa|kegbh# tmhg jp che|gp
pa jpr ma||a| pmep Iga|| me` `hpm|agh` Keddj er pmh che`h| jg pmh rax~ rhdkhgp -hg`
ao 5::4*' Pmh agcz revjgd d|ebh oa| Keddj rhhkh` pa jpr ihpbmx~r eg` rexbhr#
tmjbm th|h px|gjgd axp pa pmh |e|h rxbbhrroxc h}phgrjagr ao Keddj' Pmhrh
~|a`xbpr th|h rx~~a|ph` lz e ~a~xce| e`vh|pjrhkhgp bek~ejdg oa| pmh Keddj Map
/ Rthhp rexbh l|eg`' Pmhrh mxka|axr e`vh|pjrhkhgpr# ohepx|jgd ebpa|r ^egief
Ie~aa| eg` Fevh` Feo|j# xrh` pmh pedcjgh# Jpr `jooh|hgp' Mathvh|# `x|jgd kj`+
5::4# MCC lhdeg ~|akapjgd jpr Ijrreg |egdh ao rexbhr edd|hrrjvhcz eg` cexgbmh`
ve|jaxr jggavepjvh ve|jegpr jg pmh bephda|z'
Ghrpc |hr~ag`h` tjpm e mjdmh| pm|xrp ag e`vh|pjrjgd eg` `jooh|hgp rjh ~ebir ep
`jooh|hgp ~|jbh ~ajgpr' Pmaxdm Ijrreg dejgh` ke|ihp rme|h avh| pmh gh}p oht zhe|r#
Keddj ter elch pa mac` ag pa jpr atg ke|ihp rme|h' Khegtmjch pmh a~h|epjagec
barpr ao Keddj gaa`chr me` jgb|herh` bagrj`h|elcz# oa|bjgd pmh bak~egz pa
jgb|herh pmh |hpejc ~|jbh' Lz he|cz 5::4# pmh ~|jbh ao e rjgdch ~ebi me` |hebmh` \r
5>' _acxkhr th|h rpjcc cegdxjrmjgd lhpthhg 52#>>>+50#>>> pagghr''
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^\A@XBP ^A\P OACJA AO PMH L\EG@6
KEDDJ
Pmh ~|a`xbp kj} ao Keddj jr `jvj`h` jgpa ve|jaxr bephda|jhr `hojgh` lhcat' Pmhbak~egz mer cexgbmh` ve|jaxr ~|a`xbpr xg`h| hebm bephda|z er khgpjagh` lhcat'
5'Gaa`chrKeddj
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2' Keddj ^jbmia
PakepaJkcj
0' Rax~r Mhecpmz
Bmho Rpzch+ B|hek Kxrm|aak+ Rthhp Rax| Pakepa Gaa`chr+ Pegdz Pakepa _hdhpelchr
Makh Rpzch
+ B|hekz Bmjbihg+
Kj}h` _hdhpelch+ \jbm Pakepa
Bmjghrh Rpzch+ Bmjghrh Map Rax| Bmjbihg+ Bmjghrh Rthhp Ba|g Bmjbihg+ Bmjghrh Rthhp Ba|g _hdhpelchr+ Bmjghrh Map / Rax| _hdhpelchr
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# Fxcjxr oaxg`h` pmh bak~egz rabjhpz
Egagzk ~ax| ce Oel|jbepjag `hr ^|a`xbpr Ecjkhgpepjvh KEDDJ -REO* jg
Dh|kegz eg` Exrp|je' Jg 5:20# REO ter peihg avh| lzEcjkhgpege' Ceph| jg 5:04#
Ecjkhgpjag kh|dh` tjpm Ghrpch eg` Ghrpch jgp|a`xbh` Keddj pa pmh |hrp ao pmh
ta|c`' Pmh oa|kxce bcjbih` thcc / Keddj lhbekh e l|eg` gekh' Pmepr
~|hbjrhcz tmep jr |huxj|h` jg keijgd e ~|a`xbp e l|eg`' Pmh l|eg` mer d|atg pa
eg hrpjkeph` > b|a|h / bagp|jlxphr pa e|axg` 5>( ao Ghrpch Jg`jer pa~ cjgh'
Jp bcejkr pa mevh e``h` vecxh pa ax| cjoh tjpmaxp peijgd ka|h pmeg ,
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2>
KEGEDHKHGP RP\EPHDJHR
0^r H_ECXEPJAG6+
^|jbh6 +
Bagrj`h|jgd pmh ~|jbh ~ajgpr jg pmh ke|ihp oa| keddj# jp rmaxc`
bagpjgxh pa ~arjpjag jprhco jg pmh Rgebir'
Eooa|`elch lz ecc jgbakh d|ax~r
@jooh|hgpjeph` ~ebiedjgd
Cath| ~|jbh ~ajgp rp|ephdz
Kjccj~ebi oa| \r'8Pe|dhppjgd pmh cath| kj``ch bcerr er thcc er
pmarh tma tegp pa bagrxkh jg chrrh| uxegpjpz'
Jgocepjag hoohbp ag vacxkh pmeg ~|jbh + \h`xbpjag ao 5>>dk ~ebi pa
:8dk# ihh~jgd ~|jbh er \r' 5> agcz
Kxcpj ~ebir ep bmhe~h| ~|jbh ~h| gaa`chr
Mhecpmjh| ~|a`xbpr ep mjdmh| ~|jbh' @jooh|hgpjeph` ~ebiedjgd'
^cebh6 +
Tj`h `jrp|jlxpjag ghpta|i'
Cjkjph` ~hghp|epjag jg |x|ec e|her'
Pmh bak~egz mer e bak~ch} rx~~cz bmejg ~|abhrr'
Pe|dhp metih|r!|ae`rj`h hepjgd fajgpr
Pmh `jrp|jlxpjag ghpta|i jr thcc r~|he`
Herjcz evejcelch jg ecc ij|ege rpa|hr# |hpejc rpa|h hpb'
Rechr ph||jpa|jhr# Te|hmaxrjgd rzrphk'
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^|a`xbp6 +
Uxecjpz
Ka`hcr eg` rjhr
^ebijgd
L|eg`r
Rh|vjbh
^|akapjag6 +
Ghrpch ecra oaccath` x~ pmhrh cexgbmhr tjpm Jpr `jooh|hgp e`
bek~ejdgr'
Ghrpch ter oabxrjgd pmhj| e`r lerh` ag bmjc`|hgr perph eg` mhecpm'
Jg e``jpjag pa ~|akapjagec ebpjvjpjhr# Keddj errabjeph` jprhco tjpm
kejgrp|hek phchvjrjag ~|ad|ekkh eg` e`vh|pjrh` mhevjcz ag ij`r
~|ad|ekkh eg` bmegghcr'
Keddj jr gat pe|dhpjgd jpr ~|a`xbpr ep pmh hgpj|h oekjcz eg` gap agcz
ij`r'
Keddj mer |hbhgpcz cexgbmh` KEJG EX\ KH\J KEDDJ
bek~ejdg jg bakkhgrx|epjag ao
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@jr~cez6 +
Ce|dh ~ebi rjhr ep pmh pa~ tjpm `hb|herjgd ~ebi rjhr er dajgd `atgte|`'
Pmjr jr lhbexrh pmep oa| e |hpejc axpchp pmh ka|h vecxh jr dhgh|eph` ce|dh
~ebi pmxr pmhz p|z pa ~|afhbp ljd rjh ep bagvhgjhgbh ~cebh'
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^xlcjb \hcepjag6 +
Pmh Keddj Bcxl pmh bmjc`|hg xg`h| 50 th|h jgvjph` lz ~|hrr e`v eg`
`jrp|jlxpjag ao cheochpr pa lhbakh e khklh| ao keddj bcxl gz rhg`jgd cadar
bxp o|ak 8 hk~pz keddj t|e~~h|r' Keddj ~|afhbph` jp er keddj bcxllh|r
e|h oxg cavh|r eg` jgphg`h` pa xrh jp er |hoh|hgbh d|ax~' Lhghojp aooh|h` pa
keddj+ bcxllh|r e|h ve|jaxr dekhr cjih rge~ reoe|j dekh# Be~ eg` keri
rhpr# p|evhc jg`je dekh# @jrghz pa`ez bakjb' Pa alpejg hebm djop pmh
khklh| mer pa rhg` 8 t|e~~h|r er ~x|bmerh ~|aao' Rakh r~hbjec ~|jvjchdhr
th|h djvhg pa |hdxce| khklh|r pjkh pa pjkh cjih# `jrbaxgpjgd pjbihpr ao
E~~xdme|' A|degjrepjag keddj rbmaac uxjhr eg` rihpbmjgd'
\hrxcp ao ^\ Ebpjvjpz6 +
Dhppjgd bcarh| pa |hdxce| bxrpakh| laarph` pmh rechr' Keijgd vecxelch`j|hbp ke|ihpjgd `epelerh' \hbhgpcz# edejg# pmhz mevh rpe|ph` keddj oeg
bcxl' Pmjr pjkh jp jr a~h|epjgd agcjgh eg` pmhz e|h ~|avj`h` xrh| gekh eg`
~errta|`'
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RP^@ EGECZRJR
Rhdkhgpepjag6 Ke|ihp Rhdkhgpepjag `jvj`hr pmh mhph|adhghaxr ke|ihp jgpa
makadhgaxr d|ax~r ao bxrpakh|r tma rme|h e rjkjce| rhp ao ghh`r!tegpr
eg` baxc` lh repjrojh` lz r~hbjojb ~|a`xbpr' Keddj L|eg` mevh rhdkhgph`
pmh ke|ihp ag pmh lerjr ao cjohrpzch eg` meljpr ao X\LEG OEKJCJHR'
Pe|dhpjgd6 Ke|ihp Pe|dhpjgd |hoh|r pa hvecxepjgd eg` `hbj`jgd o|ak
ekagdrp pmh ve|jaxr ecph|gepjvhr# tmjbm rhdkhgp beg lh repjrojh` lhrp lz pmh
bak~egz' Pmh Keddj L|eg` mevh kejgcz pe|dhph` pmh Ij`r# Zaxpm# Aoojbh
Dah|r / Ta|ijgd Takeg tmjbm oeccr jgpa pmh bephda|z ao bagvhgjhgbh+
revvz pjkh kjrh|r tma taxc` cjih pa dhp rakhpmjgd jgrpegp eg` lh avh|
tjpm jp uxjbicz'
^arjpjagjgd6 Ke|ihp ^arjpjagjgd jr pmh ebp ao `hrjdgjgd pmh bak~egzr
aooh|jgdr eg` jkedh pa abbx~z e `jrpjgbpjvh ~cebh jg pmh kjg`r ao pmh pe|dhp
ke|ihp' Pmh daec ao ~arjpjagjgd jr pa cabeph pmh l|eg` jg pmh kjg`r ao
bagrxkh|r pa ke}jkjrh pmh ~aphgpjec lhghojp pa pmh oj|k' Keddj mer
~arjpjagh` jprhco jg pmh RGEBIR bephda|z eg` gap jg pmh khec bephda|z
rjgbh Jg`jegr `a gap bagrj`h| gaa`chr er e ~|a~h| oaa` jphk' Pmh|hoa|h
Keddj mevh `hvhca~h` jpr l|eg` jkedh ao jgrpegp oaa` ~|a`xbpr tjpm
~arjpjagjgd rpephkhgpr rxbm er < kjgxphr gaa`chr eg` Herz pa baai#
daa` pa hep'
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0>
@jooh|hgpjepjagr6 ^ajgpr+ao+`jooh|hgbh -^A@r* e|h epp|jlxphr a| lhghojpr
bagrxkh|r rp|agdcz errabjeph tjpm e l|eg`# ~arjpjvhcz hvecxeph eg` lhcjhvh
pmhz baxc` gap ojg` pa pmh rekh h}phgp tjpm e bak~hpjpjvh l|eg`' Pmh Keddj
L|eg` mevh ecra `jooh|hgpjeph` jpr l|eg` jkedh o|ak jpr bak~hpjpa|r jg ph|kr
ao perph# ocevax|r eg` ~ebiedjgd' Keddj mevh cexgbmh` tj`h ve|jhpjhr ao
~|a`xbpr jg `jooh|hgp oceva|r tmjbm beg epp|ebp ce|dh| rhp ao bxrpakh|r'
Keddj ~|a`xbpr e|h ecra evejcelch jg `jooh|hgp rjhr beph|jgd pa `jooh|hgp
bxrpakh| ghh`r'
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RTAP EGECZRJR
Pmh RTAP egeczrjr ao Keddj l|eg` bche|cz jg`jbephr pmh rp|hgdpmr aoKeddj er e L|eg` jg Jg`jeg ke|ihp' Pmh L|eg` ter oaxg` pa lh e che`h| jg
jpr bephda|z ao Gaa`chr# tjpm rp|agd bxrpakh| cazecpz' Jgphgrjvh `jrp|jlxpjag
ao Keddj er e L|eg` ter rhhg jg x|leg e|her ao pmh baxgp|z' Pmh kefa|
pm|hepr ao pmh l|eg` er rmatg jg pmh ojdx|h lhcat jg`jbephr pmep Keddj mer
ke`h rhvh|ec epphk~pr pa |hvek~ jprhco er e Mhecpmz ^|a`xbp lxp pjcc `eph
jpr ~h|rhvh|egbh pate|`r pmh ped cjgh jr cat lz pmh bagrxkh|r' Pmh l|eg` jr
jg pmh d|atpm rpedh ao ~|a`xbp cjoh bzbch tjpm e rp|agd jgbcjgepjag pate|`r
pmh kepx|jpz rpedh'
Rp|hgdpmr
Hrpelcjrmh` Oekjcz L|eg`
Rp|agd Dcalec Ba|~a|eph L|eg` - GJC *
R~hbjecjepjag jg oaa` ~|abhrrjgd bephda|z ke|ihpjgd eg` `jrp|jlxpjag
jg X|leg
Ke|ihp che`h|
^jaghh| eg` Che`h| ra 5rp kavh| e`vegpedh jg Gaa`chr# Rexbh#
Ihpbmx~r eg` Rax~ ke|ihp'
Ghrpch rzklacjepjag ao te|k# oekjcz / rmhcph|
Jggavepjvh ocevax|r oa| Jg`jeg perph lx`r
@jrp|jlxpjag Bmegghcr
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0>+ 8>> |hpejc rpa|hr' Pmh ~|a`xbp jr
rmj~~h` o|ak pmh `jrp|jlxph| pa pmh tmachrech| a| |hpejch| er ~h| pmh a|`h|
peihg lz pmh `jrp|jlxph| rechr khg' Pmh|h jr e agh `ez `hcez lhpthhg pecijgd
eg a|`h| eg` `jrp|jlxpjgd pmh ~|a`xbp'
Ka`h|g p|e`h jgvacvhr |hpejc rpa|hr bmejgr' H}6 Ljd Leee|# \hcjegbh O|hrm
hpb' Pmhz e|h rh|vjbh` Pm|axdm r~hbjeccz `hrjdgeph` `jrp|jlxpa|r' Pmh
gxklh| ao `jrp|jlxpa|r rx~~czjgd daa`r pa pmhrh kefa| |hpejch|r jr rekcch|
pmeg pmep ao p|e`jpjagec p|e`h'
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04
KE\IHP ^HGHP\EPJAG
RP\EPHDJHR
Keddj rpe|ph` tjpm ~|akapjagec bek~ejdgr jg pmh rbmaac pa rhh pmh |hebpjag ao
bmjc`|hg eoph| hepjgd Keddj'
Rpe|ph` pmhj| e`vh|pjrjgd rp|ejdmp oabxrjgd ag ij`r'
Jgp|a`xbh` ght ~|a`xbpr cjih eppe gaa`chr `ec eppe gaa`chr bx~~e kegje'
^|a`xbpr e|h ke`h evejcelch jg `jooh|hgp ~ebiedhr cjih 8>#5>>#>#0>> Dkr'
Ihh~ ag bag`xbpjgd ke|ihp |hrhe|bm pa xg`h|rpeg` bmegdhr jg ke|ihp'
Pmaxdm Keddj mer lhhg rxbbhrroxc hvh|z pjkh# pmh|h th|h pjkhr tmhg jp oebh`
bmecchgdhr' Rakh ao pmhrh e|h6
Rechr ret `hbcjgh jg 5::>6 Pmh Bak~egz ret e `hbcjgh jg pmh rechr jg 5::>'
Tmhg pmh bak~egz p|jh` pa ojg` axp tmep pmh |herag ter# pmhz bekh pa igat
pmep pmh|h ter rakh pmjgd t|agd tjpm pmh oa|kxce pmep r~ajch` pmh perph' Ra
pmh oa|kxce ter bmegdh` o|ak o|jh` lerh pa ajch` `|jh` lerh
Bak~hpjpjag jgb|herh` jg gaa`ch rhdkhgp6 Tmhg Keddj ter hgfazjgd lhjgd
pmh agcz gaa`ch aooh|jgd lz egz bak~egz Pa~ |ekhg hgph|h` pmh ke|ihp er e
bak~hpjpjag' Pmjr ter e ljd bmecchgdh oa| Keddj' Pmaxdm Pa~ \ekhg
baxc`gp `a thcc jg Jg`je'
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Ght ~|a`xbp cexgbmh` jg ke|ihp lxp oejch`+ Ghrpch `hbj`h` pa h}~eg` jpr
aooh|jgdr lz aooh|jgd @ec eppe gaa`chr / Reklme| oceva| gaa`chr' Lxp pmhrh
~|a`xbpr th|h gap thcbakh` lz pmh ~ha~ch pmh vh|z r~hbjec perph ao Keddjter rpjcc |xcjgd pmh bagrxkh|
Keddj cexgbmh` rakh ght ~|a`xbpr6 Ihpbmx~r# Rax~r# Perph keih|r hpb' lxp
pmhz th|h gap rxbbhrroxc
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PERPH EG@ ^\HOH\HGBHR AO BAGRXKH\R
Mhecpm jr pmh oceva| ao pmh rherag' Oaa` bak~egjhr jg Jg`je e|h d|atjgd ete|h ao
pmh jgb|herjgdcz bmegdjgd bagrxk~pjag p|hg`r eg` perph ~|hoh|hgbhr ekagd pmh
Jg`jeg fxgpe' Ga rx|~|jrhr# lxp pmjr jr pmh |herag ka|h eg` ka|h bak~egjhr e|h
bakjgd x~ -a| e|h ebpxeccz |h+ke|ihpjgd* tjpm ~|a`xbpr pmep e|h mhecpmz' Peih oa|
h}ek~ch Baih eg` ^h~rj9 lapm mevh ec|he`z rpe|ph` caaijgd jgpa pmh gag+
be|lageph` `|jgir bephda|z rhbpjag' Keddj oj|rp jgp|a`xbh` jg pmh ke|ihp Keddj
Eppe Gaa`chrtmjbm jp bcejkh` ter e mhecpmz oaa` er jp ter ke`h ao tmhep ocax|
oaccath` lz rax~r'
Ghrpch Jg`je# jg eg hooa|p pa be||z ag tjpm jpr p|hg` ao ~|avj`jgd pmh Jg`jeg
bagrxkh|r mhecpmz oaa` |hbhgpcz jgp|a`xbh` e |egdh ao Mhecpmz Rax~r' Pmh hgpj|h
|egdh bagrjrpr ao pmh oaccatjgd9 keddj pakepa# kj}h` vhdhpelch# pakepa vhdhpelch#
kxrm|aak# bmjbihg# rthhp ba|g bmjbihg eg` map eg` rax| vhdhpelch' Pmh ~|a`xbp jr
~|jbh` ep \r d|ekr'
Keddj lhbekh rxbbhrroxc lhbexrh jp xg`h|rpaa` bagrxkh|r ' Pmh l|eg` ghvh|
tegph` pa bmegdh Jg`jeg bagrxkh|r meljp' Jp `j` gap me` ekljpjagr elaxp bmegdjgd
Jg`jegr l|heioerp a| `jggh| ~|hoh|hgbhr' Tmep Keddj `j` ter pa rcatcz eppebm
jprhco pa Jg`jeg bagrxkh|r ghh` tjpmaxp `jr|x~pjag'
Keddj ter ecra bcarhcz tepbmjgd bagrxkh| ~|hoh|hgbhr'Tmhg bagrxkh|r tegph`mhecpmz oaa`# Keddj cexgbmh` Eppe Gaa`ch ve|jegpr pmep ter mhecpmz ' Ka|h
jk~a|pegpcz pmjr kavh e``|hrrh` pmh bagbh|gr ao Makhkeih|r' Pmh l|eg` h}phg`h`
jprhco pa kxcpj~ch rhdkhgp
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8>
lxp tjpmaxp `jcxpjgd pmh ba|h l|eg` huxjpz'
Keddj avh| pmhrh zhe|r mevh ke`h cap ao kjrpeihr' Jp ke`h kjrpeihr lhbexrh pmhl|eg` ter tjccjgd pa h}~h|jkhgp' Ka|h jk~a|pegpcz pmh l|eg` che|gh` o|ak pmarh
kjrpeihr eg` ba||hbph` jprhco'
Keddj ecra jgvhrph` mhevjcz jg l|eg` lxjc`jgd' Pmh bek~ejdgr oa| agh ao Keddjr
~|a`xbpr th|h ectezr pmh|h jg pmh kh`je tmjbm ih~p pmh l|eg` o|hrm jg pmh kjg` ao
pmh bagrxkh|r' Keddj ~h|ragjojhr pmh lerjb ~|jgbj~chr ao xg`h|rpeg`jgd bagrxkh|r#
jggavepjgd eg` jgvhrpjgd jg pmh l|eg`'
Keddj jr agh ~ebiedh` oaa` l|eg` pmep mer agcz rhhg jpr ~a~xce|jpz d|at jg pmh
~erp kegz zhe|r eg` pmh rhb|hp pa pmh rxbbhrr jr pmep jgrphe` ao p|zjgd pa bmegdh pmh
oaa` meljpr ao bagrxkh|r# jp mer p|jh` pa ecjdg jprhco tjpm cabec perphr eg`
~|hoh|hgbhr tjpm pmh oerp pa baai eg` daa` pa hep ~|akjrh'
Pa bakkhka|eph jpr rxbbhrroxc fax|ghz pm|axdm e uxe|ph| ao e bhgpx|z jg pmh
ta|c`r ce|dhrp bagrxkh| ke|ihp# pmh l|eg`# cerp zhe|# cexgbmh` eg jggavepjvh
bek~ejdg jgvjpjgd jpr cazecjrpr pa rme|h tjpm jp pmhj| Keddj rpa|jhr eg` ~|akjrh` pa
l|ae`berp pmhk pa pmh ta|c` ep ce|dh# pmh|hlz# keijgd pmhk pmh rx~h|rpe|r
avh|gjdmp' Ecagd tjpm phchvjrjag bakkh|bjecr# tmjbm ej|h` jg`jvj`xec bagrxkh|
rpa|jhr ao pmhj| cerpjgd khka|jhr ao Keddj# pmh l|eg` `jr~cezh` ~jbpx|hr ao pmhrh
cazec bxrpakh|r ag pmh Keddj ~ebir' Ghrpch ecra jgp|a`xbh` e thlrjph Kh eg` kh|j
keddj jg oa| hgdedjgd tjpm pmhk'
Pmh bak~egz ecra |hte|`h` jpr bagrxkh|r lz e``jgd pa pmh Keddj ~a|poacja# pmep
mjpmh|pa me` rexbhr eg` rax~r jg ve|jaxr oceva|r# e |egdh ao ~|h~e|h` `jrmhr eg`
baaijgd ej`r rxbm er Keddj Lmxge Kerece eg` Keddj ^epe' Ra oe| oabxrrh` ag
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x|leg bagrxkh|r# pmh bak~egz ecra ke`h e ~jpbm oa| |x|ec bagrxkh|r lz cexgbmjgd
Keddj \erjch Bmat gaa`chr ep eg jgvjpjgd ~|jbh ao \r0' Edejg# cabec perphr eg`
|hbj~hr mevh lhhg ep pmh ba|h ao ecc pmhrh ke|ihpjgd jggavepjagr'
B|hepjgd `hcjdmp eg` me~~jghrr jg hvh|z`ez khecr jr gap fxrp elaxp ~|avj`jgd perpz
oaa`' Jp jr elaxp ~|avj`jgd perph eg` mhecpm jg e bagvhgjhgp bakljgepjag# rezr
Rmjvegj Mhd`h# dhgh|ec kegedh|# oaa`r'
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\hrhe|bm Khpma`acadz
Rek~ch Rjh
Gxklh| ao|hr~ag`hgpr
8>
Rx|vhz Cabepjag ^xgh
Khpma`acadz
Pmh |hrhe|bm ter be||jh` axp jg pmh oa|k ao e rx|vhz' Pmjr tjcc jgbcx`h ~|jke|z
|hrhe|bm jg e``jpjag pa rhbag`e|z |hrhe|bm er rpeph` lhcat' Pmh rx|vhz |hrhe|bm
khpma` tjcc lh `hrb|j~pjvh |hrhe|bm `hrjdg' Hebm |hr~ag`hgp tjcc lh jgph|vjhth`
pm|axdm e Uxhrpjaggej|h' Pmh rek~ch tjcc lh rhchbph` lz e rjk~ch |eg`ak rek~cjgdkhpma`'
Pmh rx|vhz tjcc e``|hrr pmh oaccatjgd jgoa|kepjag e|he
Pmh alfhbpjvh er r~hcp axp beg lh hcela|eph` jgpa r~hbjojb jgoa|kepjag e|her pa lh
rpx`jh`'
Mat `a bxrpakh|r ~h|bhjvh Keddj er e rpelch l|eg`# pmhj| ~h|bh~pjag ao
Keddj eg` mat `a pmhz errabjeph pmhkrhcvhr tjpm Keddj1
E|h pmh bagrxkh|r ete|h ao Keddj L|eg` a| pmhz errabjeph Keddj tjpm
rakh apmh| l|eg`1
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8?
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