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CES: The Future is Now - Content, Context & Consequences for Brands

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8/3/2019 CES: The Future is Now - Content, Context & Consequences for Brands http://slidepdf.com/reader/full/ces-the-future-is-now-content-context-consequences-for-brands 1/10 DOT7 Z@O E_Z_XO IT FBQ Dbfzofz- Dbfzopz % Dbfto{uofdot ebx Hxkfjt
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Page 1: CES: The Future is Now - Content, Context & Consequences for Brands

8/3/2019 CES: The Future is Now - Content, Context & Consequences for Brands

http://slidepdf.com/reader/full/ces-the-future-is-now-content-context-consequences-for-brands 1/10

DOT7 Z@O E_Z_XO IT FBQ Dbfzofz- Dbfzopz % Dbfto{uofdot ebx Hxkfjt

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8/3/2019 CES: The Future is Now - Content, Context & Consequences for Brands

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8

Ckfy be z`o ofaifooxt kfj jotiafoxt ho`ifj z`o `bzzotz zod`fbmbay be z`it yokx ’t Dbftucox Omodzxbfidt

T`bq qoxof’z oof k amokc if z`oix cbz`ox’t oyo q`of DOT ckjo izt johuz cbxo z`kf ebux jodkjot kab&

Z`oto |ibfooxt kxo joomb|ifa `kxjqkxo kfj tbezqkxo ebx k q`bmo foq aofoxkzibf be dbftucoxt — z`bto

ebx q`bc |ifd`ifa- |ummifa kfj tqi|ifa kdxbtt k zbud`tdxoof it cbxo eixtz z`kf todbfj fkzuxo&

Huz if z`o cijjmo be kmm z`o euzuxitzid- kauomy tdi#ei#ot{uo zod`fbmbaiot kxo ic|bxzkfz zxofjt ebx hxkfjt

kfj ckxnozoxt& Gutz kt z`o |xbmieoxkzibf be kmqkyt#bf- kmqkyt#dbffodzoj joidot `ko d`kfaoj z`o oxy

fkzuxo be dbfzofz dbftuc|zibf kfj |uxd`ktifa- z`o zod`fbmbaiot ifzxbjudoj kz DOT 8<;8 qimm `ko kf

ic|kdz bf z`o qky qo dbccufidkzo kfj b|oxkzo dkc|kiaft ektzox z`kf ybu dkf tky ”kddomoxbcozox&–

Hxkfjt fooj zxkftebxckzibf- fbz coxo ifebxckzibf& Kfj qiz` z`o mkzotz dxb| be zod`fbmbaiot ifzxbjudoj kz

DOT 8<;8- zxkftebxckzibf it z`o bxjox be z`o jky& Fbq moz’t mbbn kz `bq qo’mm aoz z`oxo&

8

Q@KZ @K\\OFOJ IF UOAKT7 DOT 8<;8D@XIT \OXXY- \XOTIJOFZ- QOHOX T@KFJQIDN JIAIZKM

\`bzb hy Xkd`om Tb- midoftoj ufjox Dxokzio Dbccbft

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Z`o hia huwwqbxj be DOT 8<;8 qkt dbfzofz& Iz abz zb z`o |bifz q`oxo ybu `okxj kfj tkij iz tb ckfy zicot

z`kz iz kmcbtz tzkxzoj zb tbufj mino k fbf#qbxj&

Xocochox if z`o okxmy 8<<<t q`of ybu dbumjf’z ji| k zbo ifzb z`o ”foq cojik– qkzoxt qiz`buz `okx#

ifa z`kz ”Dbfzofz it Nifa–2 Cbxo z`kf k jodkjo mkzox- z`ifat `ko dbco eumm dixdmo& Kfj qiz` z`kz dbcot kjitzifdz xitn be dbfzofz hodbcifa k z`xbqkqky zoxc& Qiz`buz ufjoxtzkfjifa z`o qijox qbxmj be jiaizkm if

q`id` dbfzofz miot- iz dkf mbto cokfifa& Z`oxo kxo tzimm ckxnozoxt q`b z`ifn `kifa k qohtizo cokft z`kz

z`oix hxkfj `kt ochxkdoj jiaizkm& If xokmizy- k qohtizo it k coxo fbjo if k ifdxojihmy xid` jiaizkm fozqbxn be 

zbud`|bifzt kfj op|oxiofdot&

Huz q`oxo qohtizot kfj Zqizzox kfj Ekdohbbn kfj \ifzoxotz kxo kmm xomkziomy xodofz joomb|cofzt- dbf#

zofz it dbc|kxkziomy |xicbxjikm& Eixtz- qo `kfj#tdxkqmoj dbfzofz& Gb`kffot Auzofhoxa nidnoj z`ifat u|

k fbzd` qiz` `it |xifzifa |xott& ZU kjjoj kfbz`ox jicoftibf kfj z`o qoh ofkhmoj z`o jockfj tijo be 

dbfzofz zb hodbco z`o tu||my tijo&

Fbz kmm dbfzofz it dxokzoj o{ukm& Tbco be z`o tzuee doxzkif hxkfjt zxy zb |ktt bee kt dbfzofz kcbufzt zbmizzmo cbxo z`kf k emkt`y (yoz tbco`bq oxy hbxifa) |xbcbzibf&

Z`oxo’t k qijox- joo|ox dbfoxtkzibf zb ho `kj `oxo- huz iz’t ic|bxzkfz z`kz ckxnozoxt dbco zb zoxct qiz`

bfo z`ifa7 Dbfzofz it k cokft zb kf ofj- kfj z`kz ofj it k xockxnkhmo op|oxiofdo qiz` ybux hxkfj& Q`oz`#

ox iz’t k `bq#zb ijob khbuz ybux |xbjudz bx k hxkfjoj akco z`kz jomia`zt z`bto q`b |mky iz- dbfzofz it k

mbz mino ebbj7 Iz dbcot if jieeoxofz axbu|t- z`o emkbxt kxo iffucoxkhmo- kfj ybu xokmmy qkfz zb ho tuxo iz’t

tkeo ebx dbftuc|zibf&

Huz hoybfj coxo dbftuc|zibf- dbfzofz `kt zb ho b|ziciwoj ebx t`kxifa& Z`it it q`oxo z`o micizkzibft be 

”tbmuzibft– hodbco dxytzkm dmokx& Ooxybfo qkfzt z`oix |xbjudz bx toxido zb ho k ”tbmuzibf&– Huz |ob|mo

kmuo cbxo z`kf gutz tbmuzibft& Z`oy kmuo q`kz it euf- q`kz cknot z`oc tckxzox- kfj q`kz dbffodzt qiz`z`oc bf kf ocbzibfkm moom& Iz’t k tkeo hoz z`kz ybu’o foox tkij zb k exiofj- ”Ckf- I `kj z`o cbtz euf qiz`

z`it tbmuzibf z`o bz`ox fia`z — moz co zomm ybu khbuz iz+– Huz ybu’o |xbhkhmy uzzoxoj (bx zy|oj) tbcoz`ifa

kmbfa z`bto mifot khbuz k d`ufn be dbfzofz if z`o |ktz qoon&

4

DBFZOFZ- DBFZOFZ- DBFZOFZ7

QKIZ- Q@KZ2

Q`kz it dbfzofz2 Moz z`o dbfoxtkzibf dbfzifuo& If z`o

cokfzico- ckno tuxo ybuxt it opdo|zibfkmmy abbj&

\`bzb hy Zbc Abzwo- midoftoj ufjox Dxokzio Dbccbft

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Tome#`kdnifa  it k zoxc z`kz cky tbufj oxy qoixj- huz kt k zxofj ebx utoxt- iz’t akififa dbftijoxkhmo

zxkdzibf& (Abbamo tbufjoj euffy zb |ob|mo bfdo u|bf k zico- zbb&)

Ybu cky ̀ ko kmxokjy ̀ okxj khbuz |oxtbfkm ifebxckzidt- knk z`o {ukfzieioj tome- k xomkzoj cbocofz

q`oxohy ifjiijukmt dkf dxokzo z`oix bqf jkzk tozt utifa zbbmt- k||t kfj |mkzebxct z`kz kxo ifdxoktifamy

hxkfjoj& Tbco xoeox zb iz kt ”miifa hy fuchoxt&–

Fino it |ox`k|t z`o cbtz |xbcifofz hxkfj if z`it t|kdo& Izt Fino. `kxjqkxo kfj k||t moz xuffoxt cbfizbx-

zxkdn- tmido kfj jido jkzk khbuz z`oix xuft kfj dbc|kxo qiz` bz`ox Fino. utoxt& Qkfz zb xuf z`o o{uikmof

be z`o jitzkfdo zb z`o cbbf2 Fino. qimm moz ybu- kfj kmtb kmmbq ybu zb d`kmmofao exiofjt zb too q`b dkf jb

iz ektzotz&

Tome#`kdnifa jitzifauit`ot iztome exbc |oxtbfkm ifebxckzidt hy ebdutifa t|odieidkmmy bf `bq |ob|mo dkf uto

z`oix jkzk zb ic|xbo- zqokn kfj ”`kdn– z`oix qky zb k hozzox mieo& Ebx hxkfjt z`kz dkf ofkhmo z`kz- z`oxo it

cud` zb ho akifoj&

Ckxnozoxt- hy fkzuxo- kxo kmm khbuz jkzk& Qo qkfz kfj fooj zb nfbq q`b’t utifa bux |xbjudzt kfj

toxidot- `bq z`oy’xo utifa z`oc- `bq cud` zico z`oy’xo t|ofjifa qiz` z`oc- q`kz z`oy eoom khbuz buxhxkfj- kfj `bq cud` cbfoy z`oy’xo t|ofjifa zb tutzkif kfj opzofj z`o op|oxiofdo z`oy `ko qiz` ut&

_toxt aofoxkzo k axokz jokm be jkzk- kfj cud` be iz z`oy jbf’z `ko kddott zb& Kt k dutzbcox- qbumjf’z

ybu mino zb ho khmo zb op|bxz ybux t|ofjifa `itzbxy kfj xomkzoj jkzk exbc ybux ekbxizo o#dbccoxdo tizo2

Q`kz ie ybu dbumj aoz ybux `kfjt bf ybux jkzk exbc ybux ekbxizo `bzom d`kif kfj uto iz zb `om| z`o d`kif

jomiox k hozzox utox op|oxiofdo ebx ybu2

Qo’xo gutz tzkxzifa zb too kf u|zkno if kjb|zibf be z`it k||xbkd`- kfj kt qiz` kmm z`o z`ifat qo kmm uto jkimy

huz bfdo toocoj fbom (domm |`bfot- zkhmozt- A\T if dkxt- dkcoxkt if bux |`bfot — oof ockim)- z`o d`kxao

it hoifa moj hy z`o nifj be aoont q`b `kfa buz kz DOT& Ybux axkfj|kxofzt cia`z ho |xbeidiofz zopzoxt

fbq- huz z`oy qoxof’z z`o eixtz utoxt if cifj ebx z`o zod`fbmbay> kfj tb iz qimm ho qiz` tome#`kdnifa ebx

dbccoxdikm |xbjudzt kfj toxidot&

@om|ifa dutzbcoxt zb `ko tifaumkx- xockxnkhmo op|oxiofdot hy mozzifa z`oc kddott- |mky qiz`- kfj ckno

uto be z`oix bqf jkzk dkf huimj keeifizy kfj mbykmzy mino fbz`ifa omto& Jkzk mizoxkdy it bf z`o u|tqifa- kfj

kt nijt hbxf if z`o 8<<<t hodbco |xotofz#jky dutzbcoxt qiz` cbfoy zb t|ofj- z`oto op|oxiofdot qimm

ckzzox cbxo z`kf oox&

Zb mokj bx zb ebmmbq2 Iz’t k {uotzibf ckxnozoxt `ko zb kftqox ooxy jky& If z`it dkto- utoxt cky ho

t`bqifa kmm be ut z`o qky&

:

D_TZBCIWIFA BF K DOMM_MKX MOUOM7

TOME#@KDNIFA % \OXTBFKM IFEBXCKZIDT

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Qxk||oj if z`o tmoon- t`ify |kdnkaifa be ocoxaifa zod`fbmbay- z`oxo’t k hia jitxu|zibf u|bf ut z`kz qimm

d`kfao z`o qky cojik opoduziot- gbuxfkmitzt- \X |xbt kfj hxkfj ckfkaoxt z`ifn khbuz z`oix qbxn&

If z`o |ktz- kf ojizbxikm"dbccoxdikm jiijo qkt dxokzoj zb — if z`obxy — ckifzkif bhgodziizy kfj zxutz&

Kjoxzitifa tu||bxzoj z`o dbfzofz- qiz` dmokx jitzifdzibf ckjo khbuz izt dbccoxdikm oxtut ojizbxikmifzofz& Zbjky z`kz mifo `kt hodbco mott dmokx z`kf tbco cia`z mino& Kfj if z`o euzuxo- ie z`o dbmmodzio

itibf be dbftucox omodzxbfidt dbc|kfiot dbcot zb exuizibf- z`o jiijo qimm jitk||okx kmzbaoz`ox& Z`kz’t

hodkuto z`o cittibf be z`oto dbc|kfiot it zb ckno zod`fbmbay- kfj dbfzofz jomioxoj z`xbua` iz- k `ia`my

ifzoaxkzoj kfj tokcmott op|oxiofdo&

Exbc jky bfo be DOT- qo `kj kffbufdocofzt be ”tckxz ZUt–7 bfmifo#xokjy joidot z`kz eokzuxo k||t-

dmbuj dbffodziizy kfj joo|ox b||bxzufizy ebx ioqox"|xbjudz ifzoxkdzibft xia`z if ybux miifa xbbc& Z`o

utox op|oxiofdo ‚ ofdbc|kttifa ojizbxikm- dbccoxdikm kfj tbdikm dbfzofz ‚ it z`o ofocy be hbxjoxt kfj

hbufjkxiot&

Cojik dbfzofz `kt kmtb hoof huty cbx|`ifa ifzb tbcoz`ifa foq& If 8<;<- z`o Mbt Kfaomot Zicot tzkxzojkjjifa |kij mifnt zb ojizbxikm& ZU t`bqt- mino Hxkb’t Zb| D`oe- `ko ̀ ia`my#ifzoaxkzoj |xbjudz |mkdocofz-

dbc|mocofzoj qiz` kf bfmifo tzbxo q`oxo dmbz`ot- coxd`kfjito kfj dbbnqkxo utoj bf z`o t`bq dkf

kmm ho |uxd`ktoj& Exbc k tbdikm |oxt|odzio- hxbkjdktzoxt mino CZU `ko hoof bf z`o mokjifa ojao be 

ifzoaxkzifa tbdikm cojik ifzb oofzt mino z`o 8<;; Uijob Cutid Kqkxjt&

Bux foq cojik ofixbfcofz eutot ioqifa- t`kxifa- |kxzidi|kzibf kfj ochojjoj ckxnozifa& Qiz`

tbdikm ZU- |kttiizy it k z`ifa be z`o |ktz& Op|odz zb kdziomy |kxzidi|kzo if z`o hxbkjdktz iztome- z`xbua`

mio dbccofzifa- xokm#zico |bmmt kfj if#jo|z` jitdboxy be |ob|mo- |mkdot kfj d`kxkdzoxt eokzuxoj&

Ocoxaifa jiaizkm zod`fbmbaiot qimm zxkdn ifzofz- dbfzofz t`kxifa kfj ifzoxkdzibft zknifa |mkdo- kfj toxo u|

|oxtbfkmiwoj dbfzofz kfj |xbcbzibfkm beeoxt bf kfy joido qo d`bbto&

Z`it toitcid t`iez `kt hia ic|midkzibft ebx `bq abbjt kfj toxidot qimm tbbf ho |izd`oj — fbz kt |xbjudzt

zb ho kjoxzitoj- huz kt dbfzofz op|oxiofdot z`kz ofakao |ob|mo kfj aoz z`oc zb kdz& Iz qimm kmtb ebxdo

kf obmuzibf be z`o qky cojik it jotiafoj- zxutz it akifoj (bx mbtz) kfj kjbdkdy axbu|t mbhhy zb |xbzodz

dbftucoxt exbc ufekix |xkdzidot&

Qo’mm cbtz minomy too k d`b||y zxkftizibf kt cojik- zod`fbmbay kfj |bmidy mokjoxt t`k|o foq cbjomt- kfj

joeifo foq xumot ebx ofakaocofz& Z`it dbumj oxy qomm dxokzo kf kmzoxfkzio ckxnoz if dbfzofz z`kz it ;<<

|oxdofz aukxkfzooj exoo exbc hxkfjifa& Ebx fbq- nfbq z`kz z`o qkmm hozqoof dbccoxdikm kfj ojizbxikm

dbfzofz it dxuchmifa- kfj iz qkt zbxf jbqf hy zod`fbmbay&

?

DBFZOFZ7

DBCCOXDIKM- OJIZBXIKM % TBCOQ@OXO IF HOZQOOF

\`bzb hy Cimot Qbmtzof`bmco- midoftoj ufjox Dxokzio Dbccbft

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Ie 8<;;’t Dbftucox Omodzxbfidt T`bq qkt kmm khbuz cbhimo- DOT 8<;8 qkt‥qomm- tzimm khbuz cbhimo& Huz

fbq#uhi{uizbut cbhimo it t|inoj qiz` dbfzofz- kfj z`o ic|midkzibft ebx hxkfjt kxo ckttio&

\bifz hmkfn7 Iz’t zico zb dbffodz z`o jbzt be `bq |ob|mo ho`ko kfj t|ofj cbfoy q`of dbfzofz it

mbdnoj ifzb cbhimo&

Moz’t tzkxz qiz` z`o hbbcifa fuchox be k||midkzibf ckxnoz|mkdot& Exbc z`o Kfjxbij Ckxnoz zb z`o K||

Tzbxo zb Kckwbf kfj Yk`bb k|| ckxnozt kfj cbxo- iz’t ifdxoktifamy ic|bxzkfz ebx hxkfjt zb ijofziey

q`oxo z`oix xotbuxdot kxo hotz t|ofz& Q`id` k|| ckxnoz|mkdot kxo cbtz k||xb|xikzo ebx ybux dbccufiziot

be ifzoxotz2 Jbot ybux hxkfj nfbq `bq zb qbxn qiz` k||midkzibf ckxnoz |xbijoxt zb ckno tuxo ybux

hxkfj jomioxt zkxaozoj- dbc|ommifa dbfzofz z`kz |ob|mo qimm kdzukmmy uto2

Kfj |xoditomy q`b kxo z`bto dbccufiziot be ifzoxotz2 Kt zkxaozifa aozt t`kx|ox kfj cbxo kdduxkzo-

tbco be z`bto |bbmt be |bzofzikm kfj opitzifa dutzbcoxt qimm ho dbfdofzxkzoj — tckmmox if tiwo- huz cbxo

cokfifaeum if ofakaocofz kfj |bzofzikm XBI& Z`o t`iez exbc z`o tbdikm axk|` zb z`o ‐ifzoxotz axk|`’ qimm

ckno hxkfjt ekdo k zbua` {uotzibf7 Ofakao cbxo joo|my qiz` k cbxo cbjotz fuchox be |ob|mo- bx ab

kmm#buz zb axbq ekf hkto tiwo- zkxaozifa ho (tbcoq`kz) jkcfoj2

Tb q`imo z`o |ufjizt tky 8<;8 qimm ho k yokx be ifdxocofzkm d`kfao ebx `kxjqkxo kfj omodzxbfidt- iz’t k

hia yokx ebx z`o qijofifa d`bidot ekdifa hxkfjt kfj ckxnozoxt& Mooxkaifa z`o |bqox be z`o |mkzebxc

`kt foox hoof cbxo ic|bxzkfz- huz iz’t kmtb foox hoof cbxo dbc|mop& Kfybfo q`b zommt ybu bz`oxqito

`ktf’z axkt|oj z`o zxuo cokfifa be z`o t`iez z`kz’t `k||ofifa&

5

DBF_FJX_CT EBX DCBt7 DBFZOFZ % DBCC_FIZIOT

\`bzb hy NBC_ Foqt- midoftoj ufjox Dxokzio Dbccbft

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Qo’o kmm `okxj z`o dxiot- kfj ckyho oof uzzoxoj z`oc buxtomot& ”Z`oxo’t gutz zbb cud` ifebxckzibf- I

dkf’z |bttihmy noo| bf zb| be iz kmm&– Qomdbco zb z`o kao be dbc|bufj dbfzofz axbqz`&

Dmbuj dbc|uzifa- t`kxoj joidot- joido ifzoaxkzibf kfj cumzi#|mkzebxc ofakaocofz kxo kmm hbbcifa& Tb-

zbb- it z`o cumzi|midizy be dbfzofz ofaifot kfj dbfzofz tbuxdot&

Yot- z`it cknot {ukmizy kfj xomokfdo be dbfzofz oof cbxo ic|bxzkfz z`kf iz `kt hoof |xoibutmy& Huz-

ckfkaoj dbxxodzmy- iz kmtb yiomjt k `uao hofoeiz ebx hxkfjt7 jkzk- jkzk- jkzk&

Z`o ifebxckzibf khbuz kmm z`o dbfzofz cbifa kdxbtt z`bto joidot ‚ q`b’t kddottifa iz- z`oix

dbftuc|zibf `khizt- cozk#jkzk- kfj kmm z`kz guidy cozxid abbjfott ‚ it |bitoj zb hodbco z`o dbxo be 

z`o ifzoxotz axk|`& K||midkzibf |xbijoxt kfj k|| ckxnoz|mkdot kxo ifzoaxkzifa qiz` tbdikm |mkzebxct mino

Abbamo- Ekdohbbn- Zqizzox kfj z`o mino kz mia`zfifa t|ooj& Kt z`oy jb tb- iz’t ic|oxkzio z`kz ckxnozoxt

opkcifo z`o boxkmm ifzoxotz odbtytzoc kfj joeifo z`o dbfzofz eutibf cbjom ebx z`oix hxkfjt&

Kt z`o dmbuj kfj joidot aoz tckxzox khbuz dbfzofz kfj izt dbftuc|zibf- hxkfjt qimm eifj iz cbxo

ic|bxzkfz (kfj- if z`obxy- oktiox) zb nfbq opkdzmy q`oxo zb jomiox dbfzofz kfj `bq& Iz’t kmm khbuz hoifabf z`o xia`z |mkzebxc- bf z`o xia`z joido- kz z`o xia`z zico- ebx z`o xia`z dutzbcox& Z`o ifzoaxkzibf be 

mbdkzibf#hktoj toxidot mkyox kjjt xoaibfkm kfj aobaxk|`id fukfdo bf zb| be ooxyz`ifa omto&

Q`b’t dbftucifa q`kz2 Q`of kxo z`oy dbftucifa iz2 Q`b kxo z`oy qiz` q`of z`oy dbftuco iz2 Q`oxo

kxo z`oy2 Q`kz joidot kxo z`oy utifa2 Z`oto kxo gutz tbco be z`o {uotzibft hxkfjt qimm ho khmo zb kftqox

# ie z`oy `ko z`o xia`z xomkzibft`i|t qiz` ooxybfo exbc `kxjqkxo ckfuekdzuxoxt- dbfzofz |xbjudoxt kfj

k|| tzbxot zb dbfzofz jitzxihuzibf toxidot z`kz ckifzkif z`o jkzk khbuz z`o jkzk&

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Z@O FOQ IFEBXCKZIBF BUOXMBKJ

\`bzb hy Ckxd Tciz`- midoftoj ufjox Dxokzio Dbccbft

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0

Exbc z`o b|ofifa be jky bfo be DOT 8<;8- bfo ijok qkt |oxeodzmy dmokx7 Ybux dutzbcoxt kxo |bitoj zb

ifzoxkdz qiz` joidot kfj dbfzofz if qkyt ybu’o bfmy toof if cbiot& Aoz xokjy- hodkuto Cifbxizy Xo|bxz  

it dbcifa zb z`o ckgbxizy&

NFBQ Z@IT7

;) Fbhbjy it dbftucifa dbfzofz bf bfmy bfo joido kfycbxo& Cumzi#joido ifzoaxkzibf ebx b|zickm

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cbhimo hxbqtox iz dbumjf’z dxkt`- ybu `ko kf ocoxaofdy bf ybux `kfjt& Huz z`kz’t gutz z`o tzkxz& Qiz` kz

moktz 1< |oxdofz be zkhmoz bqfoxt tkyifa z`kz z`oy uto z`oix joido q`imo kmtb qkzd`ifa ZU- zyifa kmm z`oto

zod`fbmbaiot zbaoz`ox it dxudikm& Z`o utox op|oxiofdo foojt zb ho tokcmott kt ybu ofakao exbc tdxoof zb

tdxoof- joido zb joido kfj |mkzebxc zb |mkzebxc& (Qo’mm ho zkmnifa khbuz z`it kz TPTQ&)

8) Z`o dmbuj qimm d`kfao `bq ybux dutzbcoxt dbftuco dbfzofz& Q`of ybux ZU- zkhmoz- domm |`bfo kfj

jotnzb| kxo kmm ifjopifa q`kz ybu qkzd`- |mky kfj tuxe- z`kz dbfzofz dkf ho |xotofzoj zb ybu if kmm nifjt be

foq qkyt& If kjjizibf- qiz` kmm ybux |oxtbfkmiwoj dbfzofz tzbxoj if z`o dmbuj- ybu fbz bfmy dkf ofakao kfj

ifzoxkdz qiz` z`kz dbfzofz kdxbtt cumzi|mo joidot jieeoxofzmy- ybu dkf kmtb t`kxo kfj moz ybux tbdikm dixdmot

ofakao kfj ifzoxkdz qiz` z`kz dbfzofz& Jitzxihuzoj dbfzofz dbc|uzifa it `oxo&

4) Joido dbfzxbm kfj dbfzofz dbftuc|zibf it aozzifa |`ytidkm& Ickaifo ybux dutzbcox qkmnifa ifzb

z`oix miifa xbbc kfj tkyifa- ”@oy- ZU– — kfj z`o ZU zuxft bf- xodbafiwot z`o utox’t ekdo- kfj toxot u| k

cofu be z`oix cbtz#exo{uofzoj qoht- k||t kfj akcot& Qomm- z`kz’t ̀ oxo& If kjjizibf zb cbzibf- aotzuxot

kfj bido hoifa ifzoaxkzoj ifzb joido uto kfj dbfzofz- z`o joido qimm kmtb nfbq q`b’t utifa iz — cud`

mino Ekdohbbn nfbqt q`b’t if ybux mkzotz hkzd` be |`bzbt& Z`o foq qko be tckxzmy dbfzxbmmoj `kxjqkxo

kfj tbezqkxo qimm ckno joidot k fkzuxkm opzoftibf be k |oxtbf’t hbjy&

:) Boxtkzuxkzibf qimm xkito z`o dxokzio hkx zb ufebxotoof moomt& Kt z`o dkdb|`bfy be dbfzofz xitot-

ckxnozoxt fooj zb aoz dxokzio& Xitifa khbo z`o fbito xo{uixot fbom- joo|my dbc|ommifa dbfzofz kt qomm

kt qkyt be hoifa |uz kz z`o ebxoexbfz hy z`o eimzoxt |ob|mo zxutz cbtz — bezof- cojik z`kz it xomokfz zbz`oc&

?) Tutzkifoj dbfzofz ofakaocofz qimm zxuc| z`o dkc|kiaf k||xbkd` z`kz’t xumoj cbjoxf

ckxnozifa& Ie ybu `ko k eokx be dbccizcofz- iz’t zico zb aoz box iz& Z`o t`bxz#zoxc- bfo#t`bz#jokm

k||xbkd` zb dbfzofz qimm fbz xotbfkzo qiz` dutzbcoxt if k mktzifa qky& Opzofjifa ofakaocofz (kfj

mbykmzy) z`xbua` tutzkifoj- `ia`#{ukmizy dbfzofz qimm t`bq ybu’xo if iz ebx z`o mbfa `kum — kfj tb qimm ybux

dutzbcoxt&

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DBFT_C\ZIBF- DBFZXBM % Z@O DMB_J

\`bzb hy `zz|7""foqt|k|ox&mi"

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9

Ebx ckxnozoxt kfj z`bto ifzoxkdzifa qiz` dutzbcoxt z`xbua` dbfzofz — z`kz it zb tky- ooxyhbjy jbifa

hutifott bf z`o |mkfoz okxz` — z`it t`iez cokft aozzifa toxibut khbuz z`o jiaizkm t|kdo tbbfox xkz`ox z`kf

mkzox& K hmba `oxo kfj k Zqizzox kddbufz z`oxo it bfo z`ifa- huz oftuxifa k tokcmott- |moktuxkhmo (kfj fbf#

exutzxkzifa) op|oxiofdo kdxbtt |mkzebxct kfj joidot it fb mbfaox k fido#zb#`ko& Ifzoaxkzibf- b|ziciwkzibf-

kfj jomioxy be dbfzofz kxo hodbcifa dbc|umtbxy& Ybu dkf aoz xokjy fbq bx mkzox — huz auott q`id` bfo

qimm ckno ybu k hiaaox |xbeiz2

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DBFZKDZ

D`xit \oxxy- \xotijofzQohox T`kfjqidn Jiaizkm

d|oxxyLqohoxt`kfjqidn&dbc8;8#::?#0<<1

Gkdnio Jkfidni- Jixodzbx be Tbdikm Dbccufidkzibft gjkfidniLqohoxt`kfjqidn&dbc

8;8#::?#0<:<

`zz|7""qohoxt`kfjqidnjiaizkm&dbc


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