brand systems

7/24/2019 Brand Systems

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Grnoi [ystmls

Db D nsjmi ly kusthlmrs wcnt tcmy wnotmi tcmy whuei cnvm sndi n bnstmr

chrsm Cmory Bhri

Lnodsc Julnr [cnrlnN7;791>>6>7

G.Ymkc K[M + LGN

Dotrhiuktdho


2/29

Grnoi [ystmls

N grnoi systml ds n strukturmi strntmay bhr chw tcm khlpnoy kno

whrj systmlntdkneey do hrimr th lnjm tcm lhst hb tcm vneum do tcm

Khrphrntm Grnoi.

Mvmry iny tcm khosulmr amts hlnrimi !"tc tchusnois h# nivmrt"s"oa noikhlluo"knt"ho lmssnams tcnt mnkc ommi th m lmotn$$y %rhkmssmi. [ukc n$nram nlhuot h# "o#hrlnt"ho &u"k'$y amts thh lukc #hr tcm rn"o noi lukc "skhosm&umot$y rm(mktmi.

Yh %momtrntm tcm l"oi h# tcm lhimro khosulmr) yhu ommi th #hrlu$ntm yhurrnoi*s vn$um %hs"t"ho k$mnr$y. hu n$sh ommi mohuac rmshurkms "o hrimr th%momtrntm tcm !n$$ h# khlluo"knt"ho oh"sm noi amt yhur lmssnam tcrhuac thtcm khosulmr. Yc"s khsts n $ht h# lhomy. Ycmrm#hrm ho$y n #m! khl%no"ms knon,hri th lnr'mt smvmrn$ "oi"v"iun$ rnois) ms%mk"n$$y "otmront"hon$$y.

-"tc "otm$$"amot rnoi"oa yhu kno usm tcm strmoatc "o yhur Khr%hrntm Grnoi thkrmntm om! surnois) !c"kc kno tcmo irn! tcm"r v"ahr #rhl tcm lhtcmrrnoi. Yc"s ln'ms ahhi us"omss smosm noi %htmot"n$$y ch$is armnt%rhs%mkts.

/o n schrttmrl ns"s) "t*s ho$y smos"$m th #hkus tcm rnoi"oa strntmay hou"$i"oa vn$um "oth yhur Khr%hrntm Grnoi "o hrimr th krmntm n strhoa vn$um%hs"t"ho. o tcm $hoatmrl yhu nrm tcmo rmniy th nkc"mvm m,mkt"vmomss "o om!smalmots !"tc"o yhur m"st"oa lnr'mt nrmn) ns !m$$ ns "o om! lnr'mts.

uoim Kh = Khr%hrntm 2m$"a"ho = Grnoi [ystmls) o.i.

3h! $mt4s $hh' nt tcm 'my khl%homots tcnt "otmarntm khcms"vm$y th #hrl nuo"#hrl %"kturm h# Grnoi [ystml ns im%"ktmi y tcm im0o"t"ho nhvm.

Grnoi Rneum Kcndo

Ycm 9 [tnams Lhime

mv"o :nom m$$mr im0oms Grnoi 5n$um Kcn"o ns)

Ycm grnoi vneum kcndo ds n strukturmi npprhnkc th nssmssdoa tcm shurkms

noi hutkhlms hb grnoi mqudty noi tcm lnoomr gy wcdkc lnrjmtdoa nktdvdtdmskrmntm grnoi vneum

Ycm lhim$ omt nssulms tcnt tcm rnoi vn$um krmnt"ho %rhkmss ma"os !cmotcm 0rl "ovmsts "o n lnr'mt"oa %rharnl tnramt"oa nktun$ hr %htmot"n$kusthlmrs stnam >. Ycm nsshk"ntmi lnr'mt"oa nkt"v"ty tcmo n,mkts tcmkusthlmr l"oismt


3/29

? [ th k' 8r"km? 8=M 2nt"h

? L nr'mt K n%.

[cnrmchei

mr Rneum

? 8r"km8rml"uls

? 8r"kmM$nst"k"t"ms? Lnr'mt

[cnrm? M >% no s"h o

[ukkmss? Khst

[trukturm? 8rh0tn"$"ty

Lnr'mt8mr#hrlnokm

? N! nrmomss? Nsshk"nt"hos

? Ntt"tui ms? Nttnkcl mo t? Nkt"v"ty

KusthlmrL"oi[mt

? 8rhiukt? Khlluo"knt

"hos? Yrnim? Ml %$hymm? /tcmr

Lnr'mt"oa6ovmstlmot8rharnl

rmFmktmi y tcm rnoi rmshonokm lhim$ stnam 7. Yc"s l"oismt) nkrhss nrhni arhu% h# kusthlmrs) %rhiukms tcm rnoi4s %mr#hrlnokm "o tcmlnr'mt%$nkm


4/29

khursm ihms oht aunrnotmm sukkmss. Ycm n"$"ty h# n lnr'mt"oa %rharnl"ovmstlmot th trnos#mr hr lu$t"%$y #nrtcmr ih!o tcm kcn"o im%mois ho&un$"tnt"vm ns%mkts h# tcm lnr'mt"oa %rharnl noi tcm %rharnl &un$"tylu$t"%$"mr.

Vrharnl ^unedty Luetdpedmr.Ycm n"$"ty h# tcm lnr'mt"oa %rharnl th n,mkttcm kusthlmr l"oismt !"$$ im%moi ho "ts &un$"ty. Ycrhuachut tcm hh') !mrmv"m! n oulmr h# i",mrmot lmnos th (uiam tcm &un$"ty h# n lnr'mt"oa%rharnl. /om cnoiy !ny th rmlmlmr shlm 'my khos"imrnt"hos "s tcrhuactcm nkrhoyl B25M) ns #h$$h!sI

>. +dstdoktdvmomss" Ah! uo"&um "s tcm lnr'mt"oa %rharnlC Ah! krmnt"vm hri",mrmot"nt"oa "s "tC

. ,memvnokm" Ah! lmno"oa#u$ "s tcm lnr'mt"oa %rharnl th kusthlmrsCBh khosulmrs #mm$ tcm rnoi "s hom tcmy schu$i smr"hus$y khos"imrC

!. Dotmarntmi" Ah! !m$$ "otmarntmi "s tcm lnr'mt"oa %rharnl nt hom %h"ot"o t"lm noi hvmr t"lmC Bh n$$ ns%mkts khl"om th krmntm tcm "aamst

"l%nkt !"tc kusthlmrs ns %hss"$mC Bhms tcm lnr'mt"oa %rharnl rm$ntmm,mkt"vm$y th %nst lnr'mt"oa %rharnls noi %rh%mr$y n$nokm khot"ou"tynoi kcnoam) mvh$v"oa tcm rnoi "o tcm r"act i"rmkt"hoC

9. (neum" Ah! lukc schrtruo noi $hoaruo vn$um ihms tcm lnr'mt"oa%rharnl krmntmC -"$$ "t %rh0tn$y ir"vm sn$ms "o tcm schrt ruoC -"$$ "tu"$i rnoi m&u"ty "o tcm $hoa ruoC

". -.kmeemokm" s tcm "oi"v"iun$ lnr'mt"oa nkt"v"ty ims"aomi th snt"s#y tcmc"acmst stnoinrisC Bhms "t rmFmkt stntmh#tcm nrt tc"o'"oa noikhr%hrntm !"sihl ns sukkmss #nkthrs #hr tcnt %nrt"ku$nr ty%m h#lnr'mt"oa nkt"v"tyC

Kusthlmr Ldoi#[mto !cnt !nys cnvm kusthlmrs mmo kcnoami ns n rmsu$t h# tcm lnr'mt"oa%rharnlC Ah! cnvm tchsm kcnoams lno"#mstmi tcmlsm$vms "o tcm kusthlmrl"oismtCYh %rhv"im n khok"sm sullnry) n schrtmr D Ns $"st kno c"ac$"act "l%hrtnotlmnsurms h# tcm kusthlmr l"oismt ns suaamstmi y tcm rmshonokm lhim$I

>. 'rnoi /wnrmomss"Ycm mtmot noi mnsm !"tc !c"kc kusthlmrs rmkn$$noi rmkhao"@m tcm rnoi noi kno "imot"#y tcm %rhiukts noi smrv"kms!"tc !c"kc "t "s nsshk"ntmi.

. 'rnoi /sshkdntdhos"Ycm strmoatc) #nvhrn"$"ty) noi uo"&umomss h#

%mrkm"vmi nttr"utms noi mom0ts #hr tcm rnoi. Grnoi nsshk"nt"hosh#tmo rm%rmsmot 'my shurkms h# rnoi vn$um) mknusm tcmy nrm tcmlmnos y !c"kc khosulmrs #mm$ rnois snt"s#y tcm"r ommis.

!. 'rnoi /ttdtuims" /vmrn$$ mvn$unt"hos h# tcm rnoi "o tmrls h# "ts&un$"ty noi tcm snt"s#nkt"ho "t amomrntms.

9. 'rnoi /ttnkclmot"Ycm imarmm h# $hyn$ty tcm kusthlmr #mm$s th!nritcm rnoi. N strhoa #hrl h# nttnkclmot) nicmrmokm) "s tcmkhosulmr4s rms"stnokm th kcnoam noi tcm n"$"ty h# n rnoi th


5/29

!"tcstnoi ni om!s $"'m n %rhiukt hr smrv"km #n"$urm. o tcm mtrmlm)nttnkclmot kno mvmo mkhlm niidktdho

". 'rnoi /ktdvdty"Ycm mtmot th !c"kc kusthlmrs usm tcm rnoi) tn$' thhtcmrs nhut tcm rnoi) smm' hut rnoi "o#hrlnt"ho) %rhlht"hos)noi mvmots) noi sh ho.

Grnoi vn$um "s krmntmi nt tc"s stnam !cmo kusthlmrs cnvm > imm%) rhnirnoi n!nrmomss 7 n%%rh%r"ntm$y strhoa) #nvhrn$m) noi uo"&um %h"otsh#%nr"ty noi %h"otsh#i",mrmokm ; %hs"t"vm rnoi (uialmots noi #mm$"oas 9"otmosm rnoi nttnkclmot noi $hyn$ty noi D n c"ac imarmm h# rnoinkt"v"ty.

Lnrjmtpenkm Khoidtdhos LuetdpedmrYcm mtmot th !c"kc vn$um krmntmi "o tcm l"ois h# kusthlmrs n,mkts lnr'mt%mr#hrlnokm im%mois ho #nkthrs myhoi tcm "oi"v"iun$ kusthlmr. Ycrmm sukc#nkthrs nrmI

>. )hlpmtdtdvm supmrdhrdty" Ah! m,mkt"vm nrm tcm lnr'mt"oa

"ovmstlmots h# khl%mt"oa rnoisC. )cnoome noi htcmr dotmrlmidnry supphrt" Ah! lukc rnoi

rm"o#hrkmlmot noi sm$$"oa m,hrt "s m"oa %ut #hrtc y vnr"huslnr'mt"oa %nrtomrsC

!. )usthlmr sd6m noi prh>em" Ah! lnoy noi !cnt ty%ms h# kusthlmrsnrm nttrnktmi th tcm rnoiC Nrm tcmy %rh0tn$mC

Ycm vn$um krmntmi "o tcm l"ois h# kusthlmrs !"$$ trnos$ntm th #nvhrn$mlnr'mt %mr#hrlnokm !cmo khl%mt"thrs #n"$ th %rhv"im n s"ao"0knot tcrmnt)!cmo kcnoom$ lmlmrs noi htcmr "otmrlmi"nr"ms %rhv"im strhoa su%%hrt)noi !cmo n s"@n$m oulmr h# %rh0tn$m kusthlmrs nrm nttrnktmi th tcmrnoi.

Lnrjmt Vmr$hrlnokmYcmrm nrm D hutkhlms tcnt rm$ntm th %r"km %rml"uls noi %r"km m$nst"k"t"ms.Ah! lukc mtrn nrm kusthlmrs !"$$"oa th %ny #hr n khl%nrn$m %rhiuktmknusm h# "ts rnoiC Noi ch! lukc ihms tcm"r imlnoi "okrmnsm hrimkrmnsm !cmo tcm %r"km r"sms hr #n$$sC N tc"ri hutkhlm "s lnr'mt scnrm)!c"kc lmnsurms tcm sukkmss h# tcm lnr'mt"oa %rharnl "o ir"v"oa rnoi sn$ms.Yn'mo thamtcmr) tcm 0rst tcrmm hutkhlms imtmrl"om tcm i"rmkt rmvmoumstrmnl nttr"utn$m th tcm rnoi hvmr t"lm. Grnoi vn$um "s krmntmi !"tcc"acmr lnr'mt scnrms) armntmr %r"km %rml"uls) noi lhrm m$nst"k rms%hosms th%r"km imkrmnsms noi "om$nst"k rms%hosms th %r"km "okrmnsms. Ycm #hurtc

hutkhlm "s rnoi m%nos"ho) tcm sukkmss h# tcm rnoi "o su%%hrt"oa $"om noikntmahry mtmos"hos noi om!%rhiukt $nuokcms "oth rm$ntmi kntmahr"ms. Yc"si"lmos"ho kn%turms tcm rnoi4s n"$"ty th nii mocnokmlmots th tcm rmvmoumstrmnl. Ycm 0#tc hutkhlm "s khst strukturm hr) lhrm s%mk"0kn$$y) rmiukmilnr'mt"oa %rharnl m%moi"turms tcno's th tcm %rmvn"$"oa kusthlmr l"oismt.-cmo kusthlmrs n$rmniy cnvm #nvhrn$m h%"o"hos noi 'oh!$miam nhut nrnoi) noy ns%mkt h# tcm lnr'mt"oa %rharnl "s $"'m$y th m lhrm m,mkt"vm #hrtcm snlm m%moi"turm $mvm$


6/29

Ycm n"$"ty h# tcm rnoi vn$um krmntmi nt tc"s stnam th rmnkc tcm 0on$ stnam "otmrls h# sthk' lnr'mt vn$unt"ho nan"o im%mois ho mtmron$ #nkthrs) tc"s t"lmnkkhri"oa th tcm "ovmsthr smot"lmot lu$t"%$"mr.

Dovmsthr motdlmot Luetdpedmr

"onok"n$ non$ysts noi "ovmsthrs khos"imr n chst h# #nkthrs "o nrr"v"oa nt tcm"rrnoi vn$unt"hos noi "ovmstlmot imk"s"hos. Nlhoa tcml nrm tcm #h$$h!"oaI? *nrjmt iyonldks" -cnt nrm tcm iyonl"ks h# tcm 0onok"n$ lnr'mts ns n!ch$m "otmrmst rntms) "ovmsthr smot"lmot) noi su%%$y h# kn%"tn$C? 7rhwtc phtmotdne" -cnt "s tcm arh!tc %htmot"n$ hr %rhs%mkts #hr tcm rnoinoi tcm "oiustry "o !c"kc "t h%mrntmsC hr mnl%$m) ch! cm$%#u$ nrm tcm#nk"$"tnt"oa #nkthrs noi ch! "oc""t"oa nrm tcm c"oimr"oa mtmron$ #nkthrs tcntln'm u% tcm 0rl4s mkhohl"k) shk"n$) %cys"kn$) noi $man$ mov"rholmotC? ,dsj prh>em" -cnt "s tcm r"s' %rh0$m #hr tcm rnoiC Ah! vu$omrn$m "s tcm

rnoi th tchsm #nk"$"tnt"oa noi "oc""t"oa #nkthrsC? 'rnoi khotrdgutdho" Ah! "l%hrtnot "s tcm rnoi th tcm 0rl4s rnoi%hrt#h$"hC

Ycm vn$um tcm rnoi krmntms "o tcm lnr'mt%$nkm "s lhst $"'m$y #u$$y rmFmktmi"o scnrmch$imr vn$um !cmo tcm 0rl "s h%mrnt"oa "o n cmn$tcy "oiustry !"tchutsmr"hus mov"rholmotn$ c"oirnokms hr nrr"mrs) noi !cmo tcm rnoikhotr"utms n s"ao"0knot %hrt"ho h# tcm 0rl4s rmvmoums noi n%%mnrs th cnvmr"act %rhs%mkts.

[cnrmcheimr Rneum

Gnsmi ho n$$ nvn"$n$m kurrmot noi #hrmknstmi "o#hrlnt"ho nhut n rnoi) ns!m$$ ns lnoy htcmr khos"imrnt"hos) tcm 0onok"n$ lnr'mt%$nkm #hrlu$ntmsh%"o"hos noi nssmsslmots tcnt cnvm vmry i"rmkt 0onok"n$ "l%$"knt"hos #hr tcmrnoi vn$um. Ycrmm %nrt"ku$nr$y "l%hrtnot "oi"knthrs nrm tcm sthk' %r"km) tcm%r"km=mnro"oas lu$t"%$m) noi hvmrn$$ lnr'mt kn%"tn$"@nt"ho #hr tcm 0rl.2msmnrkc cns sch!o tcnt oht ho$y kno strhoa rnois im$"vmr armntmr rmturosth sthk'ch$imrs) tcmy kno ih sh !"tc $mss r"s'. Grnoi 5n$um Kcn"oI Ycm 9[tnams Lhim$) 76>;

Ycm 9R Lhime

JnoGmomi"kt [tmmo'nl% %rh%hsmi n om! #rnlm!hr' th khokm%tun$$y non$y@mi",mrmot !nys "o !c"kc a$hn$ rnois krmntm 0rl vn$um.

Ycm 95 lhim$ E !c"kc i"st"oau"scms mt!mmo vn$umi rnois) vn$um shurkms)vn$um im$"vmry) noi vn$umi hutkhlms. Ycm "otmrrm$nt"hos mt!mmo tcm 95s knom khokm%tun$"@mi ns n vn$um kcn"o E !c"kc kn$$ tcm a$hn$ rnoi vn$um kcn"oE !cmrm rnoi vn$um "s krmntmi "o mnkc sukkmss"vm stnam.


7/29

%D&L

R'()*

? Yrust? :hyn$ty? Lnr'mt

[cnrm +rh!tc

? 8r"km8rml"u

l? 8rh0t

Lnra"o

5n$um

/utkhlms

? -chlthim$"vmrthC

? -cnt thim$"vmrC

? Ah! th

im$"vmrC

5n$um

Bm$"vmry

? Khosulmr

? Mkhohl"k

? Lnr'mt"oa

? /rano"@

nt"hon$

5n$um

[hurkms

? 8rmst"am? 8rml"u

l? 5n$um? uo

5n$umi

Grnois

Ycm %h"ot h# im%nrturm "o tcm 95 lhim$ "s tcm ty%m h# a$hn$ rnoi "o&umst"ho) !cmrm !m i"st"oau"sc mt!mmo %rmst"am) %rml"ul) #uo) noi vn$umrnois. Ycm 0rl cns th non$y@m noi $mvmrnam tcm shurkms h# tcm vn$um tcnttcm a$hn$ rnoi "o &umst"ho %rhv"ims th tcm khl%noy. Bh khosulmrs cnvm n%rm#mrmokm #hr a$hn$ rnois hvmr $hkn$ rnois) noi !cyC /r "s n %r"lnry

shurkm h# vn$um tcm n"$"ty th tn% "oth mkhohl"ms h# skn$m "o %rhiukt"ho)%rhkurmlmot) hr 2B) mkhohl"ms h# skh%m "o lnr'mt"oa noi su%mr"hrlnr'mt"oa %rharnls) hr hrano"@nt"hon$ mom0ts) sukc ns r"oa"oa strntma"kkhcmrmokm th tcm khl%noy) hr n$$h!"oa #hr #nstmr om!%rhiukt rh$$hut+

Bdaurm ;" &tmmo#mlp$s %( 'rnoi (neum )cndo *hime

Rneumi Grnois

9cnt nrm aehgne grnois=

[tui"ms ho stnoinri"@nt"ho h# lnr'mt"oa strntma"ms cnvm im0omi a$hn$

rnois ns tchsm tcnt usm s"l"$nr rnoi onlms) %hs"t"ho"oa strntma"ms) noilnr'mt"oa l"ms "o lhst h# tcm"r tnramt lnr'mts. N smkhoi strmnl h#rmsmnrkc tn'ms n khosulmr %mrs%mkt"vm noi im0oms a$hn$ rnois ns tchsmrnois tcnt nrm %mrkm"vmi th m a$hn$ y khosulmrs noi tcnt nrm nvn"$n$m"o lu$t"%$m !hr$i rma"hos.N tc"ri v"m! ho a$hn$ rnois ml%cns"@ms"otmront"hon$ sn$ms.


8/29

Ycm khosu$tnoky otmrrnoi im0oms a$hn$ rnois ns rnois tcnt cnvmn!nrmomss huts"im tcm"r nsm h# kusthlmrs noi tcnt amomrntm nt $mnst homtc"ri h# tcm"r sn$ms huts"im tcm"r chlm khuotry.

NK 3"m$smo im0oms a$hn$ rnois ns tchsm !c"kc nrm %rmsmot "o n$$ rma"hos h#

tcm !hr$i !"tc nt $mnst D %mrkmot h# tcm sn$ms khl"oa #rhl huts"im tcm chlmrma"ho) noi thtn$ rmvmoums h# nt $mnst O> "$$"ho.

Yypms hb vneumi grnois

Ycm 5n$umi Grnois cnvm mmo k$nss"0mi "oth 9 kntmahr"msI

Bdaurm 2" (neumi 'rnois )enssd>kntdho

>. Vrmstdam Grnoisnrm c"ac %r"kmi noi im$"vmr uo"&um mlht"hon$

mom0ts. -c"$m #uokt"hon$ %mr#hrlnokm "s "l%hrtnot !"tc n$$ rnois) tcm%r"lnry rmnshothuy "s tcm"r mlht"hon$ %nyh,. 8rmst"am rnois cnvmno n%%mn$ u"$t ho s%mk"0k lytcs nsshk"ntmi !"tc tcm khuotry h# hr"a"om.a. Knon$" su"ts ns tcm mlhi"lmot h# tn$"no sty$m noi #nsc"ho hr tcm%rhvmonokm h# n #huoimr m.a. Khkh Kcnom$ #hr Kcnom$. Ycmsm rnoisnrm i"s%rh%hrt"hontm$y strhoa "o i"s%$ny kntmahr"ms !"tc c"acns%"rnt"hon$ vn$um. 8rmst"am rnois nrm ns%"rnt"hon$ noi sm$mkt"vm E tcmymk$uim lnoy th n%%mn$ th tcm kchsmo #m!.


9/29

7. %uo ,rnois%r"lnr"$y rms"ims "o mlht"hon$ mom0ts) ut tcmy nrm lhrmnkkmss"$m tcno 8rmst"am rnois ium th tcm"r $h!mr %r"km. Ycm &un$"tylny oht m tcm mst) ut tcmo) %nrt h# tcm #uo "s tcm rm$nt"vm$y rn%"irh$$hvmr h# %rhiukts. Khos"imr t!h m%hoylhus a$hn$ [!"ss !ntkcrnoisI 8ntm' 8c"$"%%m 8rmst"am rnoi noi [!ntkc uo rnoi. Ycm

#hrlmr knlm th a$hn$ %rhl"omokm y ml%cns"@"oa tcnt yhu %urkcnsm "tth Gma"o yhur h!o trni"t"ho noi tcnt hu omvmrnktun$$y h!o n 8ntm'8c"$"%%m. hu lmrm$y $hh' n#tmr "t #hr tcm omt amomrnt"ho. [!ntkc hotcm htcmr cnoi ml%cns"@mi #uo'y) $h!%r"kmi !ntkcms noi %hssmss"hoh# lu$t"%$m !ntkcms th lntkc i",mrmot usnam s"tunt"hos.uo rnois !"$$n%%mn$ i"s%rh%hrt"hontm$y th yhuoa khosulmrs !ch ih oht !not thkhll"t th n %rhiukt #hr n $hoa t"lm. Ycmy $"'m tcmsm rnois nsm%rmss"ho h# lhimro"ty) !c"kc "s k$hsm$y rm$ntmi th n a$hn$ "imot"ty

;. Vrmldul ,rnoisnrm c"ac%r"kmi rnois tcnt mkm$ ho #uokt"hon$&un$"ty. Ycmsm rnois kntmr th tcm uo"vmrsn$ n%%mn$ h# c"ac&un$"ty

%rhiukts) mvmo "# tcmy khst lhrm) ns #hr lhst khosulmrs &un$"ty !m"acslhrm cmnv"$y tcno %r"km "o tcm"r %urkcnsm imk"s"hos. -c"$m mlht"hon$mom0ts lnttmr !"tc n$$ rnois) 8rml"ul rnois4 uo"&um sm$$"oa%rh%hs"t"ho "s su%mr"hr %rhiukt %mr#hrlnokm. Yn'm 5h$'s!namo N..4srnoi Nui" 8rml"ul rnoi vs Jnaunr 8rmst"am rnoi. -c"$m Nui" "suoihutmi$y n $uury knr) "ts tna$"om "s 5hrs%ruoa iurkc Ymkco"'. Nui"%rhl"sms yhu tcm lhst tmkcoh$ha"kn$$y nivnokmi knr yhu kno amt. /#khursm) tc"s !"$$ a"vm mlht"hon$ snt"s#nkt"ho ut tcm shurkm h# "t "s#uokt"hon$. Khl%nrm tc"s !"tc Jnaunr4s #nlhus hramhus ni) !c"kcml%cns"@ms tcnt hramhus kno4t m hri"onry mvmo "# "t tr"ms. Gnsmi ho

#uokt"hon$ %mr#hrlnokm) #m! lhthr"sts !hu$i %rm#mr n Jnaunr th no Nui".9. Rneum ,rnoiskntmr th nohtcmr uo"vmrsn$ ommi E th amt tcm mst vn$um%hss"$m :mv"tt) >HV;. Ycmsm rnois mkm$ ho im$"vmr"oa tcm mst %r"km&un$"ty khl"ont"ho.

Rneum [hurkms

)hosulmr shurkms

2msmnrkc cns "oi"kntmi tcm #h$$h!"oa #hur rmnshos th m h# %nrt"ku$nr"l%hrtnokm #hr uoimrstnoi"oa tcm n%%mn$ h# a$hn$ rnois nlhoa arhu%s h#khosulmrs E %mrkm"vmi &un$"ty) %rmst"am) a$hn$ "imot"ty) noi lytcs h#ku$turn$ hr"a"o.

-khohldk shurkms

Knrry"oa a$hn$ rnois kno $mni th rmiukmi khsts v"sn^v"s n %hrt#h$"h h# $hkn$rnois) ium th mkhohl"ms h# skn$m "o %rhiukt"ho noi %rhkurmlmot noimkhohl"ms h# skh%m "o 2B.Ycm mkhohl"ks h# skn$m "o %rhiukt"ho noi


10/29

%rhkurmlmot nrm "l%hrtnot #hr tcm sukkmss h# uo rnois noi 5n$um rnoisns n 'my m$mlmot h# tcm"r vn$um %rh%hs"t"ho "s tcm $h!mr %r"km. 8rml"ulrnois mom0t ms%mk"n$$y #rhl mkhohl"ms h# skh%m "o 2B) "ok$ui"oa %hh$"oah# 2B a$hn$$y th %ut tcm mst l"ois th ims"ao tcm mst &un$"ty %rhiukt.

*nrjmtdoa shurkms"rst) us"oa tcm snlm lnr'mt"oa %rharnl nkrhss khuotr"ms snvms t"lm noilhomy. $hn$ knl%n"aos mom0t #rhl lmi"n s%"$$hvmr) n$$h!"oa lhrmm%hsurms %mr ih$$nr s%mot) noi #rhl trnvm$"oa khosulmrs !ch nrm m%hsmith tcm rnoi4s lnr'mt"oa knl%n"ao "o i",mrmot khuotr"ms) nan"o "okrmns"oatcm rmturo ho nivmrt"s"oa ih$$nrs.

Ycmrm "s n smkhoi shurkm h# lnr'mt"oa strmoatcI a$hn$ rnois %rhv"im n%$nt#hrl th krmntm su%mr"hr lnr'mt"oa %rharnls. $hn$ rnois h,smt tcmi"snivnotnam h# $h! $hkn$ lnr'mt scnrms y %hh$"oa lnr'mt"oa rmshurkmsnkrhss khuotr"ms) n$$h!"oa #hr c"acmr &un$"ty h# lnr'mt"oa knl%n"aos tcntkhu$i oht m nkc"mvmi "# imvm$h%lmot noi mmkut"ho !hu$i cnvm th m %n"iy $hkn$ uiamts) h#tmo smt ns %mrkmotnam h# sn$ms.

Lnr'mt"oa shurkms h# a$hn$ rnoi vn$um nrm ms%mk"n$$y "l%hrtnot #hr 8rmst"amrnois E "o #nkt) $hkn$"@nt"ho h# lnr'mt"oa m,hrts !hu$i i"l"o"sc tcm m&u"ty h#tcm"r vn$um %rh%hs"t"ho.

1ranod6ntdhone shurkms

"on$$y) n a$hn$ rnoi kno amomrntm vn$um #hr tcm khl%noy mknusm h# "tshrano"@nt"hon$ mom0ts) hvmr noi nhvm khosulmr) mkhohl"k) noi lnr'mt"oa

mom0ts i"skussmi nhvm. N$tchuac tcmsm hrano"@nt"hon$ mom0ts tmoi th m"otnoa"$m noi sh#tmr) tcmy lny %hss"$y m uoimrmst"lntmi y lnr'mtmrs."rst) knrry"oa n s"oa$m a$hn$ rnoi rntcmr tcno skhrms h# $hkn$ rnois armnt$ys"l%$"0ms "otmron$ h%mrnt"hos. Yc"s "s ch! n smo"hr lnonamr nt 8rhktmr nl$m m%$n"omi "tI # yhu nrm n "a khl%noy $"'m 8) yhu iho4t !not >66imtmramots "o >66 khuotr"ms. hu !not hom imtmramot rnoi tcnt yhu nrmah"oa th tn'm th mvmry khuotry noi stnrt %nr"oa ih!o.

[mkhoi) n a$hn$ rnoi n$sh #nk"$"tntms rn%"i rh$$hut h# om! %rhiukts. -"tc%rhiukt $"#mkyk$ms amtt"oa schrtmr noi r"vn$ khl%no"ms mvmr #nstmr th kh%yhom4s om! %rhiukts) "otmront"hon$ rh$$hut h# om! %rhiukts "s armnt$y

#nk"$"tntmi y "otrhiukt"ho uoimr tcm snlm a$hn$ rnoi onlm.

Yc"ri) a$hn$ rnois n$sh smrvm ns n lnaomt th nttrnkt tcm mst noi tcmr"actmst h# mnkc khchrt h# om! lnonamrs. 8mh%$m "imot"#y !"tc rnois noi "t"s lhrm nttrnkt"vm) "# oht mk"t"oa) th !hr' #hr n khl%noy !chsm rnois yhunoi yhur shk"n$ k"rk$m 'oh! noi $hvm.


11/29

hurtc) ns hom h# tcm lhst v"s"$m ns%mkts h# n khl%noy) tcm a$hn$ rnoia"vms tcm 0rl no "imot"ty E "t smrvms ns no hrano"@nt"hon$ rn$$y"oa kry.

Rneum imedvmry

-chl th im$"vmr thC

7mharnpcdkne smalmotntdho

-c"$m amharn%c"kn$ smalmotnt"ho cns n$!nys cm$i khos"imrn$m n%%mn$ thkhl%no"ms ns tcm smalmots nrm mnsy th $hkntm $"tmrn$$y noi tcm intn nrmrmni"$y nvn"$n$m) !"tc tcm strhoa mkhohl"k arh!tc h# mlmra"oa lnr'mts tc"sty%m h# smalmotnt"ho lny m lhrm "l%hrtnot tcno mvmr. "rst) tcm $noi lnssh# lhst imvm$h%mi khuotr"ms "s &u"tm sln$$) ln'"oa amharn%c"kn$smalmotnt"ho $mss omkmssnry ns "t "s rntcmr mnsy th khvmr tcm mot"rm khuotry.

[mkhoi) "onim&untm "o#rnstrukturm rhnis) rn"$!nys) m$mktr"k"ty ar"i)i"str"ut"ho) noi rmtn"$ "o#rnstrukturm khl"omi !"tc cuam i",mrmokms "o!mn$tc mt!mmo i",mrmot %nrts h# tcm khuotry lmno tcnt tcm khl%noy lnyommi th rmstr"kt "tsm$# th n %nrt"ku$nr amharn%c"kn$ smalmot. t "s s"l%$y oht%rnkt"kn$ th imvm$h% khosulmr smalmots !"tchut rmanri th amharn%cy.

mharn%c"kn$ smalmotnt"ho "s ms%mk"n$$y usm#u$ #hr 8rmst"am) 8rml"ul) noiuo rnois. 8rmst"am noi 8rml"ul rnois nrm hut h# rmnkc h# lnoykhosulmrs) noi ms%mk"n$$y "o mlmra"oa lnr'mts tcm tnramt smalmot h#c"acmr"okhlm %mh%$m !"$$ m $nram$y "o $nram k"t"ms. uo rnois cnvm tcmarmntmst n%%mn$ th tcm khslh%h$"tno yhutc smalmot) !c"kc nan"o !"$$ m#huoi i"s%rh%hrt"hon$$y "o "a k"t"ms.

)hosulmr3gnsmi smalmotntdho

Khosulmrnsmi smalmotnt"ho "s tcm arhu%"oa h# n cmtmrhamomhus smt h#khosulmrs "o i",mrmot khuotr"ms "oth krhssont"hon$ arhu%s tcnt cnvm lhrm hr$mss tcm snlm !nots noi ommis. Ycmsm smalmots schu$i khos"st h# %htmot"n$khosulmrs !ch nrm $"'m$y th mc""t s"l"$nr rms%hosms th lnr'mt"oa m,hrts.

[malmotnt"ho ho %rhiukt nttr"utms "s ms%mk"n$$y usm#u$ #hr 8rml"ul noi5n$um rnois) ".m.) rnois !chsm uo"&um sm$$"oa %rh%hs"t"ho "s su%mr"hr#uokt"hon$ %mr#hrlnokm. hr tcmsm rnois) tcm 'my kcn$$moam "s th "imot"#ytchsm khosulmrs tcnt nrm "otmrmstmi "o tcm %nrt"ku$nr l" h# #uokt"hon$

nttr"utms h,mrmi y tcm rnoi. Kho(h"ot non$ys"s "s tcm lmtchi h# kch"km!cmo tcm nttr"utms nrm !m$$ im0omi noi tcm m,mkts h# trnimh,s mt!mmonttr"utm $mvm$s kno m rmni"$y kn$ku$ntmi.

Ycm n%%mn$ h# 8rmst"am noi uo rnois "s "o $msstnoa"$m) mlht"hon$ mom0ts.hr tcmsm ty%ms h# a$hn$ rnois) %mrkm%tun$ ln%%"oa lny m lhrm su"tn$mtcno kho(h"ot non$ys"s hr lmnosmoi kcn"os) htc h# !c"kc cnvm%rhiuktnttr"utms ns %h"ot h# im%nrturm. -c"$m %mrkm%tun$ ln%%"oa kno kn%turm


12/29

mlht"hon$ mom0ts) tcm sh$ut"ho "s %rhiukts%mk"0k. Gut tcm n%%mn$ h# 8rmst"amnoi uo rnois h#tmo trnoskmois tcm %rhiukt kntmahry "o &umst"ho. Ycmn%%mn$ h# 8rmst"am rnois 0ts !"tc n $"#msty$m %nttmro h# stntus smm'"oa)!mn$tc) %h!mr) mk$us"v"ty) noi lntmr"n$"sl. ["l"$nr$y) uo rnois tn% "othsukc $"#msty$m kcnrnktmr"st"ks ns nivmoturm) %$mnsurm) mk"tmlmot) noi m"oa

khh$ hr c"%. Khosm&umot$y) $"#msty$m "s n usm#u$ smalmotnt"ho ns"s thuokhvmr a$hn$ tnramt smalmot #hr 8rmst"am noi uo rnois.

-cnt th im$"vmrC

-c"$m a$hn$ rnois kno m i"st"oau"scmi #rhl mnkc htcmr nsmi ho !cmtcmrtcm"r W[8 "s %r"lnr"$y #uokt"hon$ hr mlht"hon$) !c"kc #uokt"hon$ hr mlht"hon$mom0ts nrm ms%mk"n$$y vn$umi lny st"$$ i",mr mt!mmo khosulmrs hrkhuotr"ms. [malmotnt"ho tmkco"&ums $"'m kho(h"ot non$ys"s) %mrkm%tun$ln%%"oa) noi lmnosmoi kcn"o smalmotnt"ho lny cm$% cmrm.

Ah! th im$"vmrC

7ehgne suppey kcndo mkhohldk4 kueturne4 noi nildodstrntdvm nrgdtrnam

$hn$ su%%$y kcn"o imk"s"hos #hkus ho !cmrm tcm %rhiukt"ho h# n %nrt"ku$nrlnr'mt"oa nkt"v"ty tn'ms %$nkm. t "s usm#u$ th usm tcm khokm%t h# nr"trnamcmrm. Nr"trnam rm#mrs th tcm a$hn$"@nt"ho h# %rhiuk"oa n lnr'mt"oa nkt"v"tym.a. %rhiukt) nivmrt"s"oa) n#tmrsn$ms smrv"km) mtk.. t "ovh$vms $mvmrna"oai",mrmokms nkrhss khuotr"ms #hr khl%noy nivnotnam "ostmni h# trmnt"oa tcmlns khostrn"ots th m ni(ustmi th$hkn$ nin%tnt"ho hr hvmrkhlm a$hn$stnoinri"@nt"ho. Ycrmm nsms #hr a$hn$ rnoi nr"trnam nrm mkhohl"k)ku$turn$) noi nil"o"strnt"vm.

Mkhohl"k nr"trnam "s ml%$hymi !cmo tcm khl%noy %ur%hsm#u$$y %rhiukmstcm lnr'mt"oa nkt"v"ty "o n %nrt"ku$nr khuotry th nkc"mvm $h!mr khst%rhiukt"ho hr th tn% "oth s%mk"0k m%mrt"sm. Mkhohl"k nr"trnam kno snvmkhl%no"ms ns lukc ns 16 %mrkmot h# tcm"r thtn$ khsts. t m%$n"os !cykurrmot$y sh lukc lnou#nktur"oa cns sc"#tmi th Kc"on) noi "o tcm #uturm%rhn$y th 5"mtonl) Gurln) noi Gnoa$nimsc.

Nil"o"strnt"vm nr"trnam usms i",mrmokms "o tn rma"lms th sm$mkt tcm %$nkm!cmrm tcm rnoi "s $hkntmi. N khllho %rhkmiurm "s th rma"stmr tcm rnoi "on khuotry !"tc n #nvhrn$m tn rma"lm noi kcnram htcmr khuotr"ms n $"kmosm

#mm #hr tcm usm h# tcm rnoi.

Nohtcmr %rhkmiurm "s th usm n sn$ms urmnu) usmi y N%%$m ok. N%%$m [n$msotmront"hon$ "s "okhr%hrntmi "o rm$noi !"tchut tn rms"imokm. t uys 0o"scmi%rhiukts#rhl lnou#nkturmrs $"'m hkhoo "o Kc"on th rmsm$$ th n$"ntms nt nlnr'u%. ts 76>> mnro"oas !mrm O77 "$$"ho ho !c"kc "t %n"i O>6l"$$"ho "otnms) #hr n tn rntm h# 6.6D %mrkmot vs tcm W[ khr%hrntm tn h# ;D %mrkmot.


13/29

N$tchuac tc"s "s oht shlmtc"oa khosulmrs !hu$i ty%"kn$$y 'oh! noi "# tcmyi"i) "t "s uo$"'m$y tcmy !"$$ $"'m "t) "t niis th hvmrn$$ vn$umi hutkhlms.

*nrjmtdoa ld. aehgne dotmarntdho4 ehkne ninptntdho noi whreiwdim emnrodoa

N lnr'mt"oa l" "ostrulmot "s n knoi"intm #hr a$hn$ "otmarnt"ho "# "ts m,mkt

"s s"l"$nr nkrhss khuotr"ms tcm mnrtc "s Fnt. o tcm h%%hs"tm knsm) $hkn$nin%tnt"ho) tcm m,mkt h# tcm lnr'mt"oa "ostrulmot "s khl%$mtm$y $hkn$mvmrytc"oa "s i",mrmot. Ycm khl%noy kno $mnro $"tt$m) "# noytc"oa) #rhlm%mr"mokms "o htcmr khuotr"ms) noi tcmrm#hrm) ln"lul Fm""$"ty "srmkhllmoimi.

N a$hn$$y "otmarntmi strntmay "s n%%rh%r"ntm !cmo tcm hvmrn$$ a$hn$ m,mkth# n %nrt"ku$nr #nkthr "s s"ao"0knot noi tcm lnr'mt rms%hosm %nrnlmtmr ihmsoht vnry nkrhss khuotr"ms.N $hkn$ nin%tnt"ho strntmay "s kn$$mi #hr "# tcmlnr'mt rms%hosm %nrnlmtmr vnr"ms nkrhss khuotr"ms) noi tc"s vnr"nt"ho tmrlknooht m rmiukmi y "otrhiuk"oa khuotry #nkthrs.

Rneumi -utkhlms

)nekuentdoa grnoi vneum

Ycm %ur%hsm h# tcm %rmv"hus stnams h# tcm a$hn$ rnoi vn$um krmnt"ho%rhkmss "s th u"$i rnoi vn$um) noi u$t"lntm$y 0rl vn$um. Ycmhrmt"kn$$y) tcmvn$um h# n rnoi "s tcm omt %rmsmot vn$um h# "ts m%mktmi knsc Fh!sI

!cmrm MKtm%mktmi knsc Fh! amomrntmi y tcm rnoi "o ymnr t noi i "stcm i"skhuot rntm. Ycm #hrlu$n sch!s tcnt rnoi vn$um "s n,mktmi y tcrmm#nkthrsI tcm lnao"tuim h# tcm m%mktmi knsc Fh! amomrntmi y tcm rnoi "oymnr t) tcm tml%hrn$ i"str"ut"ho h# m%mktmi knsc Fh!s) noi tcm i"skhuotrntm.

Bum th tcm %rnkt"kn$ $"l"tnt"hos h# tc"s #hrlu$n khl%no"ms usm n vnr"mty h#%nrt"n$ lmtr"ks E hr vn$umi hutkhlms E tcnt tn% "oth hom hr lhrm h# tcmkhl%homots h# tcm i"skhuotmi knsc Fh! #hrlu$n. Ycmsm vn$umi hutkhlmskno m k$nss"0mi "oth khosulmr hutkhlms) lnr'mt hutkhlms) noi 0onok"n$

hutkhlms.)hosulmr 1utkhlms

Yrust "s no ntt"tui"on$ hr l"oismt khostrukt. t "s tcm khosulmr4s m$"m#nhut !cmtcmr hr oht tcm rnoi 'mm%s "t %rhl"sms. Kcnuicur" noi Ah$rhh'766> sch! tcnt rnoi trust "s no "l%hrtnot notmkmimot h# rnoi $hyn$ty)lnr'mt scnrm) noi rnoi %r"km %rml"ul.


14/29

Grnoi $hyn$ty "s htc n khll"tlmot th tcm rnoi ntt"tui"on$ noi n tmoimokyth uy tcm rnoi hvmr t"lm mcnv"hrn$. ts m,mkts ho tcm m$mlmots h# tcmkhl%homots h# nhvm M&unt"ho l"rrhr trust) ut $hyn$ty "s $"'m$y th m lhrmi"naohst"k. t "s lhrm i"ku$t E ".m.) tcm curi$m "s c"acmr E th m khll"ttmith n rnoi tcno th trust n rnoi. Lhrmhvmr) s"okm rnoi $hyn$ty n$sh khotn"os

n mcnv"hrn$ khl%homot) "ts %mr#hrlnokm khosm&umokms nrm lhrm i"rmkt.

*nrjmt hutkhlms

hr lhst rnoi lnonamrs) lnr'mt scnrm lmtr"ks nrm tcm lhst "l%hrtnot%rh"ms h# rnoi vn$um) "# ho$y mknusm tcmy nrm mns"$y hsmrvmi ho n lhotc$yns"s noi nrm "ovnr"n$y "ok$uimi "o nooun$ lnr'mt"oa %$nos. A"ac lnr'mtscnrm rnois !"$$ amomrn$$y cnvm $nramr knsc Fh!s) noi strhoa$y arh!"oarnois mom0t #rhl nkkm$mrnt"ho h# knsc Fh!s.

Bdonokdne hutkhlms

[trhoa rnois nrm n$m th khllnoi c"acmr %r"kms tcno !mn' rnois !c"kcschu$i cnvm n %hs"t"vm m,mkt ho tcm lnao"tuim h# tcm knsc Fh!s. N#tmr n$$)strhoa rnois khllnoi c"acmr trust noi $hyn$ty noi #u$0$$ ommis h# tcmtnramt smalmot mttmr.

Brhl grnoi vneum th >rl vneum

hr lnr'mtmrs) "t "s hv"hus) "# oht tnuth$ha"kn$) tcnt rnoi vn$um trnos$ntms"oth 0rl. Ah!mvmr) th lnonamrs !"tc n 0onok"n$ noi nkkhuot"oa nk'arhuoicmnv"$y rm%rmsmotmi "o tcm Ksu"tm tcm $"o' "s $mss trnos%nrmot mknusmrnoi vn$um "s oht "ok$uimi "o tcm n$nokm scmmt noi lnr'mt"oa hut$nys nrm

trmntmi ns m%moi"turms rntcmr tcno "ovmstlmots th m nlhrt"@mi hvmr tcmymnrs. Ycmy h#tmo #mm$ uokhl#hrtn$m !"tc shlmtc"oa ns smml"oa$y "otnoa"$mns rnoi vn$um.

Bms%"tm rmsmrvnt"hos h# 0onok"n$$y trn"omi %rh#mss"hon$s) 0onok"n$ lnr'mtshv"hus$y "okhr%hrntm rnoi vn$um "o tcm lnr'mt kn%"tn$"@nt"ho h# tcmkhl%noy. JnoGmomi"kt) 76>9

Grnoi dmrnrkcy

N grnoi cdmrnrkcy"s n usm#u$ lmnos h# arn%c"kn$$y %hrtrny"oa n 0rl4srnoi"oa strntmay y i"s%$ny"oa tcm oulmr noi onturm h# khllho noii"st"okt"vm rnoi m$mlmots nkrhss tcm 0rl4s %rhiukts) rmvmn$"oa tcm"r m%$"k"thrimr"oa. t4s nsmi ho tcm rmn$"@nt"ho tcnt !m kno rnoi n %rhiukt "oi",mrmot !nys im%moi"oa ho ch! lnoy om! noi m"st"oa rnoi m$mlmots !musm noi ch! !m khl"om tcml #hr noy hom %rhiukt.

hr mnl%$m) n Bm$$ os%"rho >12 ohtmhh' khl%utmr khos"sts h# tcrmmi",mrmot rnoi onlm m$mlmots) Bm$$) os%"rho) noi >12. [hlm h# tcmsm


15/29

lny m scnrmi y lnoy i",mrmot %rhiukts htcmrs nrm $"l"tmi. Bm$$ usms "tskhr%hrntm onlm th rnoi lnoy h# "ts %rhiukts) ut os%"rho ims"aontms nkmrtn"o ty%m h# khl%utmr %hrtn$m) noi >12 "imot"0ms n %nrt"ku$nr lhim$ h#os%"rho ims"aomi th ln"l"@m anl"oa %mr#hrlnokm noi motmrtn"olmot noi"ok$ui"oa n >1 "okc skrmmo.

(mvmes h$ n Grnoi dmrnrkcy

B",mrmot $mvm$s h# tcm c"mrnrkcy cnvm i",mrmot "ssums) ns !m rmv"m! "o turo.

Khr/hrntm hr Khl/noy Grnoi (mvme

Ycm c"acmst $mvm$ h# tcm c"mrnrkcy tmkco"kn$$y n$!nys khos"sts h# hom rnoiS Ycus) hom #uokt"ho h# lhi"0mrs "s th sch! ch! homrnoi vnr"nt"ho rm$ntms th htcmrs "o tcm snlm rnoi #nl"$y.

Vrhiukt mskrd/thr N$tchuac oht khos"imrmi n rnoi m$mlmot %mr sm) tcm%rhiukt imskr"%thr #hr tcm rnoimi %rhiukt lny m no "l%hrtnot "oarmi"moth# rnoi"oa strntmay. Ycm %rhiukt imskr"%thr cm$%s khosulmrs uoimrstnoi!cnt tcm %rhiukt "s noi ihms noi n$sh cm$%s im0om tcm rm$mvnot khl%mt"t"ho"o khosulmrs4 l"ois.


18/29

o tcm knsm h# n tru$y om! %rhiukt) "otrhiuk"oa "t !"tc n #nl"$"nr %rhiukt onlmlny #nk"$"tntm ns"k #nl"$"nr"ty noi khl%rmcmos"ho) ut %mrcn%s nt tcmm%mosm h# n r"kcmr uoimrstnoi"oa h# ch! tcm om! %rhiukt "s i",mrmot #rhlk$hsm$y rm$ntmi %rhiukts tcnt n$rmniy m"st. Grnoi 5n$um Kcn"oI Ycm 9 [tnamsLhim$) 76>;

Grnoi 'rkcdtmkturm

Ycm 0rl4s grnoi nrkcdtmkturm strntmaycm$%s lnr'mtmrs imtmrl"om !c"kc%rhiukts noi smrv"kms th "otrhiukm) noi !c"kc rnoi onlms) $hahs) sylh$s)noi sh #hrtc th n%%$y th om! noi m"st"oa %rhiukts.

Ycm rh$m h# rnoi nrkc"tmkturm "s t!h#h$iI? Yh kenrdby grnoi nwnrmomss" l%rhvm khosulmr uoimrstnoi"oa noikhlluo"kntm s"l"$nr"ty noi i",mrmokms mt!mmo "oi"v"iun$ %rhiukts noismrv"kms.? Yh dlprhvm grnoi dlnam" Ln"l"@m trnos#mr h# m&u"ty mt!mmo tcm rnoinoi "oi"v"iun$ %rhiukts noi smrv"kms th "l%rhvm tr"n$ noi rm%mnt %urkcnsm.Bmvm$h%"oa n rnoi nrkc"tmkturm strntmay rm&u"rms tcrmm 'my stm%sI >im0o"oa tcm %htmot"n$ h# n rnoi "o tmrls h# "ts lnr'mt #hht%r"ot) 7"imot"#y"oa tcm %rhiukt noi smrv"km mtmos"hos tcnt !"$$ n$$h! tcm rnoi thnkc"mvm tcnt %htmot"n$) noi ; s%mk"#y"oa tcm rnoi m$mlmots noi %hs"t"ho"oansshk"ntmi !"tc tcm s%mk"0k %rhiukts noi smrv"kms #hr tcm rnoi.

[tm/ >7 m6odoa Grnoi Vhtmotdne

Ycm 0rst stm% "o imvm$h%"oa no nrkc"tmkturm strntmay "s th im0om tcm rnoi%htmot"n$ y khos"imr"oa tcrmm "l%hrtnot kcnrnktmr"st"ksI > tcm rnoi v"s"ho)

7 tcm rnoi huoinr"ms) noi ; tcm rnoi %hs"t"ho"oa.

/rtdkuentdoa tcm 'rnoi (dsdho

Grnoi v"s"ho "s lnonamlmot4s v"m! h# tcm rnoi4s $hoatmrl %htmot"n$. t "s"oFumokmi y ch! !m$$ tcm 0rl "s n$m th rmkhao"@m tcm kurrmot noi %hss"$m#uturm rnoi m&u"ty.

Ycm Grnoi8rhiukt Lntr"

'rnoiprhiukt lntrd."s n arn%c"kn$rm%rmsmotnt"ho h# n$$ tcm rnois noi %rhiukts

sh$i y tcm 0rl. Ycm lntr" hr ar"i cns tcm0rl4s rnois ns rh!s noi tcm khrrms%hoi"oa%rhiukts ns kh$ulos. t "s usmi thkcnrnktmr"@m tcm rnoi nrkc"tmkturm strntmayh# n 0rl.

Ycm rh!s h# tcm lntr" rm%rmsmot rnoiE%rhiukt rm$nt"hosc"%s. Ycmy kn%turm

tcm 0rl4s rnoimtmos"ho strntmay "o tmrls h# tcm oulmr noi onturm h#


19/29

%rhiukts sh$i uoimr "ts i",mrmot rnois. N rnoi $"om khos"sts h# n$$ %rhiukts


20/29

mtmos"hos) om! %rhiukt "otrhiukt"hos huts"im m"st"oa kntmahr"ms Y"im BryK$mnomrs rmtn"$ hut$mts.

t "s "l%hrtnot th knrm#u$$y %$no tcm h%t"ln$ sm&umokm h# rnoi mtmos"hos thnkc"mvm rnoi %htmot"n$. Ycm 'my "s th uoimrstnoi m&u"ty "l%$"knt"hos h# mnkc

mtmos"ho "o tmrls h# %h"otsh# %nr"ty noi %h"otsh#i",mrmokm. Gy nicmr"oa thtcm rnoi %rhl"sm noi arh!"oa tcm rnoi knrm#u$$y tcrhuac $"tt$m stm%s)lnr'mtmrs kno mosurm tcnt rnois khvmr n $ht h# arhuoi.

[tm/ !7 Grnoidoa m= Vrhiukts noi [mrvdkms

Ycm 0on$ stm% "o imvm$h%"oa tcm rnoi nrkc"tmkturm "s th imk"im ho tcms%mk"0k rnoi m$mlmots th usm #hr noy %nrt"ku$nr om! %rhiukt hr smrv"kmnsshk"ntmi !"tc tcm rnoi. 3m! %rhiukts noi smrv"kms lust m rnoimi "o n!ny th ln"l"@m tcm rnoi4s hvmrn$$ k$nr"ty noi uoimrstnoi"oa th khosulmrsnoi kusthlmrs.

/om !ny !m kno i"st"oau"sc rnoi nrkc"tmkturm strntma"ms "s y $hh'"oa nt!cmtcmr n 0rl "s ml%$hy"oa no ulrm$$n khr%hrntm hr #nl"$y rnoi #hr n$$ "ts%rhiukts) 'oh!o ns nrnoimi chusm) hr n kh$$mkt"ho h# "oi"v"iun$ rnois n$$ !"tc i",mrmot onlms)'oh!o ns n chusm h# rnois.

"rls $nram$y ml%$hy"oa n rnoimi chusm strntmay "ok$uim lnoyus"omssthus"omss "oiustr"n$ 0rls) sukc ns ["mlmos) /rnk$m) noih$ilno [nkcs.

"rls $nram$y ml%$hy"oa n chusm h# rnois strntmay "ok$uim khosulmr%rhiukt khl%no"ms) sukc ns 8rhktmr nl$m) Wo"$mvmr) noi KhoNarn.

Grnoi 5n$um Kcn"oI Ycm 9 [tnams Lhim$) 76>;

&mvdm=

Grnoi Rneum Kcndo7 Ldkrhshbt

Lnrjmtdoa Vrharnl Dovmstlmot.

[hlm h# tcm %h!mr#u$ lnr'mt"oa strntma"ms im%$hymi y L"krhsh#t hvmr tcm ymnrs"ok$uimI

>2 mt=hrj Lnrjmtdoa E Ycm 0rst noi lhst 'oh!o strntmay h# L"krhsh#t"s 3mt!hr' lnr'mt"oa. Yc"s "s mknusm mnkc !"oih!s %rhiukt "s

khl%nt"$m !"tc nohtcmr !"oih!s %rhiukts. hur hkm ihkulmots knom h%momi ho lhst khl%utmrs mknusm h# tcm oulmr h# %mh%$m us"oaL"krhsh#t. Ycus "t cns mstn$"scmi tcm khokm%t h# 3mt!hr' lnr'mt"oa%mr#mkt$y.


21/29

2 &mauenr /rhiukt enuokcms E L"krhsh#t "s %rmsmotn$lhst

mvmry!cmrm) m "t tcm lus"k lnr'mt !"tc "ts Tuom)tcm khl%utmr %mr"%cmrn$s lnr'mt) "t "s tcm lnr'mt $mnimr "o h%mrnt"oasystmls) "t cns "ts h!o tn$mts) "t cns rmvh$ut"ho"@mi anl"oa !"tc PG/P;S6) "t "s oh! "ovh$vmi "o K$hui khl%ut"oa noi "t amomrn$$y khlms hutnoi a"vms thuac khl%mt"t"ho th tcm kurrmot %$nymrs "o tcm lnr'mt. Yc"sm%nos"ho cm$%s u"$i u% tcm imm% %hk'mts h# L"krhsh#t.

!2 %heeh=mr strntmayE /om %rh$ml "o tcm strntmay h# L"krhsh#t cnsmmo tcnt "t cns cni n #h$$h!mr strntmay "o tcm %nst imknim hr lhrm. tcns rnrm$y khlm hut !"tc no "oohvnt"ho. Kcmk' L"krhsh#t hkm #rhl766; th 76>6. hu !"$$ smm tcnt mkm%t #hr arn%c"ks) tcmy cnvm mmon$lhst tcm snlm %rhiukts hvmr noi hvmr nan"o. o cnri!nrm thh) tcmrmcns cnri$y mmo no "oohvnt"ho "o L"krhsh#t. %hi $nuokcmi "o 766> noiTuom $nuokcmi "o 766S.

92 (mnrodoa noi nin/tdoaE # yhu $hh' nt -"oih!s) yhu !"$$ 0oi tcnt P8cni tcm lhst smkur"ty ch$ms) -"oih!s 5"stn cni smvmrn$ thh) -"oih!s 1cns &u"tm $mss smkur"ty %rh$mls noi -"oih!s V thh "s m%mktmi th mmvmo mttmr "o smkur"ty. Ycus L"krhsh#t "s $mnro"oa #nst noi nin%t"oa thtcm mov"rholmot. L"krhsh#t 'oh!s tcnt oh!ninys %mh%$m ommi smkur"ty

noi "t "s %rhv"i"oa tcm snlm th tcml.

"2 Gudei n knsc kh=E Mvmo tchuac nl rm%mnt"oa tc"s %h"ot) ut tc"s "s"l%hrtnot. L"krhsh#t cns n knsc kh! E h%mrnt"oa systmls ns "ts nk'u%.Noi "ts !ch$m ml%"rm "s u"$t ho tcm ns"s h# tc"s knsc kh!.

12 Gm kusthlmr $hkusmiE Ycmrm nrm n $ht h# (h'ms nhut tcm kusthlmrsmrv"km h# L"krhsh#t ut "# yhu rmn$$y $hh' nt "t) tcmo tcm rmnsho !cyL"krhsh#t "s nktun$$y !hr'"oa "s mknusm cm$% "s nvn"$n$m hQ"om ns !m$$ns ho$"om. hur khl%utmr l"act krnsc #hr noy rmnsho) ut amomrn$$y yhu

nrm n$m th s%mk"#y tcm rmnsho #hr tcm krnsc noi "# yhu nrm n tmkc"m yhu!"$$ m n$m th rm(uvmontm "t. Mvmo n >6 ymnr h$i oh!ninys 'oh!s ch!th khrrmkt !"oih!s.

32 *nsm h$ usmE Ln'm %rhiukts !c"kc kno m usmi y tcm yhuoamst thtcm h$imst "o tcm mns"mst lnoomr. :"'m 3h'"n "o lh"$m %choms)


22/29

L"krhsh#t /[ "s 'oh!o #hr "ts mnsm h# nkkmss. Ycm stnrt uttho cns mmormvh$ut"honry.

42 Gudei ,rnoi m0udtyE Yhiny) L"krhsh#t "s nlhoast tcm th% >6khl%no"ms "o tmrls h# "ts rnoi m&u"ty ium th lnoy i",mrmot khosulmr

noi G7G %rhiukts tcnt "t cns. Gu"$i"oa sukc n c"ac rnoi m&u"ty cns%n"i h, #hr L"krhsh#t !"tc "t mkhl"oa n c"ac$y trustmi chusmch$ionlm. L"krhsh#t [trntmay) L"krhsh#t Lnr'mt"oa) :msshos #rhlLnr'mt"oa) o.i.

Kusthlmr Ldoi#[mtrhl 3hvmlmr 76>7) tcm survmy khoiuktmi y huhv n#tmr tcm $nuokc h#-"oih!s V) #h$$h!"oa rmsu$ts !mrm htn"omi nhut kusthlmr %mrkm%t"hoI

-"oih!s "s nt "ts c"acmst %h"ot h# %mrkm%t"ho s"okm -"oih!s 1 !ns"otrhiukmi "o $ntm 766H. 3ulmr"kn$$y) -"oih!s cns t"k'mi u% #rhl n>9 th n 7; ho tcm Gu@@

skn$m s"okm-"oih!s V %rhlht"hos '"k'mi "o nt l"i/kthmr.Bdaurm 5" 'u66 &khrms" *dkrhshbt4 'doa4 9doihws

Nlhoa tn$mt h!omrs) tcnt skhrm "s oht n 7;) ut n ;6.

G"oa) smm"oa "ts skhrm (ul% #rhl >6 th >S "s kurrmot$y ns n t!hymnr

c"ac "o khosulmr %mrkm%t"ho. Noi) 0on$$y) L"krhsh#t cns r"smo #rhl n >1 th n 7D s"okm tcm l"ii$m

h# /kthmr. Ns !"tc -"oih!s V) nlhoa tn$mt h!omrs "t "s ih"oa n$$tcm mttmr !"tc n skhrm h# ;;. Lnr@"$$") 76>7


23/29

Lnrjmt Vmr$hrlnokm


24/29

Bdaurm


25/29

[cnrmcheimr Rneum

L"krhsh#t #h$$h!s n strntmay h# oht cnv"oa n s"oa$m khl%homot h# +mgt"o "tsKn%"tn$ [trukturm. N$$ tcm 0onok"oa cns cnvm mmo ihom tcrhuac M&u"ty. Yc"s"s hom h# tcm ln(hr strntmay tcnt 'mm%s "t h, tcm r"s's h# imt urimo hrrm%nylmot. t cns rmsu$tmi "o c"ac vneum#hr tcm scnrmch$imrs.

Bdaurm 8" *dkrhshbt$s 0 ymnrs &thkj wntkc

F&hurkm" Nnchh BdonokmG


26/29

Grnoi dmrnrkcy7 'ih,m

Khr/hrntm Grnoi7 Nihm [ystmls okhr%hrntmi

%nldey Grnoi7 Nihm

Ycmy nrm us"oa tcm Nihm %nrt h# tcm khr%hrntm rnoi onlm "o tcm"r #nl"$yrnoi.

Doidvdiune Grnoi7

Bdaurm !K" /ihgm :rhiukts

Lhid6mr7 K[D) K[S) KK) BK

Ycmy $mvmrnam tcm khr%hrntm rnoi onlm "o n$$ tcm"r %rhiuktsI Nihm8chthsch% KK) Nihm Krmnt"vm K$hui) Nihm oBms"ao) mtk. N$sh) "t kno mhsmrvmi tcnt 8chthsch% ns no "oi"v"iun$ rnoi "s suk"mot th "imot"#y tcm%rhiukt ut tcmy nrm st"$$ $mvmrna"oa tcm #nl"$y onlm Nihm "o n$$ tcm"r%rhiukts. Ycmrm "s n syomray mt!mmo tcm #nl"$y rnoi onlm Nihmhrrh!mi #rhl tcm khr%hrntm rnoi onlm noi 8chthsch% hr :"actrhhl hr

$$ustrnthr) mtk. !c"kc $mnis th n strhoa rnoi "imot"ty hvmrn$$.


27/29

Grnoi 'rkcdtmkturmI Ahusm h# Grnois 5s Grnoimi Ahusmstrntmay

Bdaurm !!" BmiI 'rnoimi Chusm &trntmay

Ayr"i [trntmay


28/29

Bdaurm !;" 'rnoi /rkcdtmkturm &chwknsm" 7hhaem4 :M74 noi )hkn )hen

Khokeusdho

o lnoy khl%no"ms imk"s"hos rmanri"oa rnoi"oa nrm h#tmo oht lnimkmotrn$$y. -cmo n om! %rhiukt "s th m $nuokcmi) "t "s tcm %rhiukt hr

lnr'mt"oa lnonamr !ch thamtcmr !"tc tcm nivmrt"s"oa namoky imvm$h%s nonlm noi %mrcn%s n$sh n $hah. Ycm rmsu$t h# tc"s strntmay "s h#tmo tcnt nkhl%noy "s $m#t !"tc n oulmr h# rnois tcnt cnvm oh khoomkt"ho.

[hlm khl%no"ms cnvm rmn$"@mi tc"s noi cnvm c"rmi n ims"ao urmnu "o nonttml%t th k$mno u% tcm"r nkt. Ah!mvmr) n arn%c"k "imot"ty "s ho$y n ch$$h!scm$$ tcnt rmn$$y cns ohtc"oa th ih !"tc n rnoi"oa systml.

o tcm vn$um mkhohly "t "s tcm khotmot noi tcm vn$um "o tcm rnoi tcntlnttmrs. Yh %ut "t i",mrmot$yI iho*t %ut u% !"tc tcm i"ktnthrsc"% h# tcm $hah.Khos"imr "ostmni ch! tcm vn$um "o yhur Khr%hrntm Grnoi kno m usmi thm%noi yhur us"omss nrmns noi strmoatcmo tcm khl%noy*s lnr'mt %hs"t"ho.Yc"s "s !cnt tcm rnoi"oa systml noi tcm usm h# tcm rnoi ommi th mimvm$h%mi nrhuoi.

Yry th %$nkm yhur khl%noy*s rnois "o tcm lhim$. Ns' yhursm$# "# tcm"r %$nkmlmot "s nrmsu$t h# kh"ok"imokms) hr !cmtcmr "t "s n rmsu$t h# ahn$hr"motmi !hr' !"tc tcmkhl%noy*s rnoi systml. Bh yhur rnois irn! mohuac strmoatc #rhl tcm


29/29

khl%noy*s Khr%hrntm GrnoiC # tcm nos!mr "s yms) ch! khu$i yhu n$tmr "t !"tchut

$hs"oa khotrh$ hvmr !c"kc vn$ums nrm t"mi th yhur Khr%hrntm GrnoiCuoim Kh =Khr%hrntm 2m$"a"ho = Grnoi [ystmls) o.i.

2m#mrmokmsGrnoi 5n$um Kcn"oI Ycm 9 [tnams Lhim$. 76>;. o . :. m$$mr) &trntmadk 'rnoi

*nonamlmot" 'udeidoa4 *mnsurdoa noi *nonadoa 'rnoi -qudtyMoa$noiI8mnrsho.

JnoGmomi"kt) [. 76>9. Ah! a$hn$ rnois krmntm 0rl vn$umI tcm 95 lhim$.Dotmrontdhone *nrjmtdoa ,mvdmw) D7H.

#uoim M )h )hrphrntm ,medadho 'rnoi &ystmls. o.i.. 2mtr"mvmi #rhl uoim

KhI ctt%I==!!!.'uoimkh.khl=khr%hrntmrm$"a"ho=rnoisystmls.ns%

Lnr@"$$") Y. 76>7) >> 61. *dkrhshbt4 'doa noi 9doihws nee smm 'u66 edbt. 2mtr"mvmi#rhl GrnoioimI ctt%I==!!!.rnoi"oim.khl=nrt"k$m=l"krhsh#t"oanoi!"oih!sn$$smmu@@$"#t

*dkrhshbt &trntmay4 *dkrhshbt *nrjmtdoa4 Amsshos brhl *nrjmtdoa. o.i.. 2mtr"mvmi#rhl Lnr'mt"oa H>I ctt%I==!!!.lnr'mt"oaH>.khl=Vlnr'mt"oastrntmay$msshos#rhll"krhsh#t=

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