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X>9=B D1>. %E9>196 “When I was a kid I always wanted to speak English. I took English in school and I wasn’t very good at it. My teacher told me I would never ever learn how to speak English and I would never come to America. And she failed me from the class. That hurt me. That made me very, very upset.”

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[/>5I.9= )/9I:/ !56 &/:5>/ '9 “Every time something bad happens to us, every time we get upset, it’s kind of like life is just handing us a big rock. And we've got two choices. We can take that rock and we can hold onto it and we can put it in our backpack that we're carrying on our backs. And here's what’s going to happen: We're going to have a lot of rocks in our backpack, because bad stuff’s going to happen to us no matter what. If we keep doing that, eventually we're going to be crushed by the weight of the backpack and we won't be able to move. I would have never been able to come to the United States, have a business where I work with English-speaking clients and have an English-speaking husband and family, if I didn't drop that backpack.”

C- #2/2462[; ;/-0? 9-44-.; /K6; 902F1.-0A G123/69344?a h-3[:1 8-/ /K1 1F-/6-7 .K101 =1-=41 9114 46A1E ];K1[; \3;/ 46A1 F1*^ @7< K101R; /K1 <124W MK17 ;-F1-71 ;11; #2/2462E ;K1[; 67/6F6<2/6784? G123/6934E 69 J <- ;2? ;- F?;149E 27< ;- =1-=41 9114 46A1 /K1? N27[/ 0142/1 /- K10* C- ;K1 K2; /- F2A1 K10;149 0142/2G41* C- ;K1[; F2A678 K10;149 0142/2G41 /K0-38K /K6; ;/-0?* Z1-=41 K120 6/ 27< /K67AE ]"K F27E G2< ;/399[; K2==171< /- K10e 'K2/[; 8012/* CK1 1V=10617N1< 9264301 67 4691 \3;/ 46A1 F1e 'K2/[; 8012/*^ CK1 /144; /K1 ;/-0?E ;K1 N012/1; /K2/ 1F-/6-724 G-7
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,101[; K-. J N27 1V=4267 /K6; 2/ /K1 F-;/ G2;6N 41:14* X1/R; ;2? ?-3R01 ;/20:678* @7< ?-3[01 67 2 8--< 01;/23027/* 'K1 N4-;10 ?-3 81/ //K1 01;/23027/E /K1 F-01 ?-3 N27 ;F144 /K1 9--<* MK2/[; 8-678 /- K2==17e h-3R01 8-678 /- 81/ /- /K1 :10? 068K/ ;6<1 -9 /K1 4671 27< 2/ /K2/ =-67/ ?-30 <1;601; 6; ;- 8012/E ?-3 9114 46A1E ]J <-7R/ 86:1 2 <2F7 .K2/ 6/ N-;/;E JRF 8-678 67* J <-7R/ N201 69 /K101R; 2 .26/678 4671E JRF K3780?*^ &1F1FG10 :#"/,(e MK17 !K1:? !K2;1 G2081; 67 /K1 N43G K-3;1 27< ;2?;E ]&1;10:2/6-7 9-0 /K1 l7<10K644;e^ 27< K1 \3;/ -0<10; .K2/1:10 K1 .27/; -7 /K160 G644e J/[; /K1 ;2F1 /K678 K101* h-3R01 ;- N4-;1 /- 6/ /K2/ ?-3 N27 /2;/1 6/E F1/2=K-06N244? ;=12A678* C- 01F1FG10W

'./ K:97/= B9A 2/> >./E 49D6 >.17 :16/ >9 D./=/ >./B D56> >9 C/L >./ 2=/5>/= >./1= 4/71=/ 17 29162 >9 C/ >9 2/> >./ /64 =/7A:>G *64L C/K5A7/ B9A_=/ >./ 96:B F=/5;162 I/=796 16 >./ E5=;/>I:5K/ >.5>_7 5K>A5::B ./:I/4 >./E 167>/54 9F >=B162 >9 K=5E 9FF/=7 49D6 >./1= >.=95>L >./1= >=A7> 9F B9A 17 16K=/57162G 'K1 F-01 J7/17/ >2;1< >027<1< N-7/17/ ?-3 =3/ -3/ /K101E /K1 F-01 <1;601 27< /03;/ /K1? 201 8-678 /- K2:1* @7< .6/K 1:10? =61N1 -9 N-7/17/E ?-3[01 27NK-0678 /K1F /- /K-;1 K168K/171< 1F-/6-7;E .K6NK \3;/ F2A1; 1:10?/K678 F-01 =-.10934*

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'K6; 6; .K101 =1-=41 .27/ /- ;N01. 3=* D-7R/ F2A1 /K6; F6;/2A1* D-7R/ \3;/ =-;/ /K1 :6<1-; -7 ?-30 .244 27< 7-/ ;17< /02996N /- /K1FP h-3 .27/ /- 3;1 /K-;1 :6<1-; 2; 2<;* @4;-E =412;1 <-7[/ F2A1 2<; /K2/ ;2?E ]M2/NK /K6; :6<1- 27< G3? F? ;/399*^ I'( -)* .(() &# 0#.?(4@ OU("(C* - ?6)(#9 X.Y#49P I'( (.)9

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@9/10 2 46//41 .K641E <1=17<678 -7 ?-30 G3<81/ 27< K-. 28801;;6:1 ?-3 201E ?-3R01 8-678 /- K2:1 /K6; =--4 -9 =1-=41 .K- K2:1 .2/NK1< ?-30 N-7/17/ U ;-F1 -0 244 -9 6/E G3/ 17-38K /- G1 67<-N/0672/1< 27< 46A1 ?-3* I'6* 6* 7#6.7 &# 3( .#8 - 8-"$ ,-. 3-*( -.) JB: 4#5 0-. *'#8 -)* &# &'(*( 2(#21(9

@7< /K2/ 6; K-. ?-3 ;144 ;/399 .6/K 67/17/UG2;1< G027<678* #-. 2; 2 9--/7-/1E K-. 46A14? <- ?-3 /K67A /K1;1 =1-=41 201 8-678 /- G1 /01;=-7< /- /K1 2<;e MK17 =1-=41 24012
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)5=> ,@ !96M/=> S *6 %571/=L [9=/ %FF1K1/6> X5:/7 )=9K/77 'K1 =30=-;1 -9 /K6; G--A 6; /- K14= ?-3* J/ 6; /- K14= ?-3 06;1 /- /K1 /-= -9 ?-30 76N1 67 /10F; -9 G027< =-;6/6-7E ;241;E 8--<.644E 27< 01=3/2/6-7* @7-/K10 G17196/ ?-3 F68K/ 1V=10617N1 2; 2 01;34/ -9 <1=4-?678 .K2/ ?-3 41207 6; %@C%* MK17 ?-3 3/646T1 /K1 ;/02/1861; J ;K-. ?-3E ?-3[44 G1N-F1 F2871/6N /- ?-30 6<124 N3;/-F10 j 12;64? 2//02N/678 /K1F /-.20< ?-3 /K1 .2? 2 G068K/ 468K/ 2//02N/; 2 F-/K* h-3[44 967< ?-30;149 67 8012/ <1F27< 27< ?-3[44 967< ?-30;149 2G41 /- 12;64? N-FF27< F-01 67 911; 27< =06N1 /K27 ?-30 N-F=1/6/-0;* @7< 69 <-71 =0-=104?E 244 -9 /K6; .644 N34F672/1 67 56 /571/= 564 E9=/ /FF1K1/6> 75:/7 I=9K/77G h-30 2<; .644 N-7:10/ G1//10E ?-30 1F264; .644 G1 012< F-01 27< .644 81/ 2 K68K10 01;=-7;1E ?-30 ;241; 41//10; .644 817102/1 F-01 01:1731E 27< ?-30 -:10244 N3;/-F10 2N`36;6/6-7 .644 G1 %@CJ%&* @7< /K1 G1;/ =20/ -9 6/ 244 6; ?-3[44 G1 <146:10678 2 8012/ N3;/-F10 1V=10617N1 a1:17 >%5"&% /K1 ;241 1:10 -NN30;* i-71 201 /K1 <2?; -9 K?=1E -:10G4-.7 N426F;E 924;1 ;N20N6/?E 27< ;241; =01;;301* MK2/ ?-3[01 2G-3/ /- <6;N-:10 .644 `36NA4? =-;6/6-7 ?-3 2; ]-71 -9 /K1 8--< 83?;^ 67 ?-30 F20A1/=42N1* h-3[44 /307 =0-;=1N/; 67/- 927;E 927; 67/- N3;/-F10;E 27< N3;/-F10; 67/(?-.7(160-1 0#.?("&* .K- 01.20< ?-3 .6/K /K160 G3;671;; 9-0 ?120;* , -./0 12345 6724

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Z9A= !9EI/>1>9=7 5=/ [5;162 3> %57B F9= Z9A 'K1 G1;/ =20/ -9 244 /K6; 6; /K2/E 1:17 /K-38K /K101 6; 2 4-/ -9 N-F=1/6/6-7 j G1N23;1 8012/10 -==-0/376/? G011<; F-01 N-F=1/6/6-7 j ?-30 N-F=1/6/6-7 6; 2N/3244? F2A678 /K678; ;687696N27/4? 12;610 9-0 ?-3* ,101[; .K? J ;2? /K6;* J9 ?-3 G-38K/ /K6; G--A /K17 ?-3 27< J 201 -7 /K1 ;2F1 F20A1/678 46;/;E 068K/e J[F 81//678 /K1 ;2F1 820G281 ?-3 201* ,?=1E 1F=/? =0-F6;1;E 27< N--A61U N3//10 1F264; /K2/ .-34< 67;34/ /K1 67/1446817N1 -9 2 H+U?120U-4< 201 /K1 7-0F 67 -30 46//41 ]F20A1/678 N-FF376/?*^

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Z9A= K9EI/>1>9=7 16 5:E97> /M/=B E5=;/>I:5K/ .5M/ 5 `417I975C:/a E/6>5:1>B D./6 1> K9E/7 >9 I=97I/K>7 564 KA7>9E/=7G J/ ;3NA; 9-0 /K1 N3;/-F10 G3/ 6/[; 8012/ 9-0 3; 90-F 2 N-F=1/6/6:1 ;/27<=-67/* >1N23;1 244 .1 K2:1 /- <- 6; \3;/ <- 2

All we have to do is just do

46//41 G6/ G1//10 ;0+ 2.<7" "="% . #0/ 7"//"+>?

a little bit better and we

27< .1 N27 N-F=41/14? <-F672/1 /K1

can completely dominate

F20A1/*

the market.

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J K2:1 71.; 9-0 ?-3W 'K2/ F17/246/? 6; 86:678 ?-3 2 _@n"& -==-0/376/? /- ;.--= 67 27< 82/K10 F2;;1; -9 N3;/-F10; .6/K 8012/10 12;1 /K27 1:10 G19-01 \3;/ G? #"' G1678 27 6<6-/* Z1-=41 201 81//678 F-01 27< F-01 903;/02/1< .6/K ]24F-;/ N-F=1/17/^ 27< G1N-F678 67N012;6784? <1;=102/1 9-0 ;-F1-71 /- /012/ /K1F M%XX* 'K67A 2G-3/ 6/ /K6; .2?W '- 2 F27 67 /K1 <1;10/E 1:17 <60/? =-7< .2/10 4--A; <146N6-3;* h-30 =0-;=1N/; 27< N3;/-F10; 201 67 /K2/ <1;10/ a27< 69 ?-3 =01;17/ /K1F .6/K i""D .2/10E /K1?[44 94-NA / ?-3 67 <0-:1;* C- J .27/ ?-3 /- A11= 244 -9 /K2/ 67 F67< 2; .1 <6:1 67/- /K6; F1/K-<-4-8? 7-.* &1F1FG10 /K2/ =1-=41 201 <1;=102/1 9-0 ;-F1-71 /- 2N/3244? /012/ /K1F .6/K 01;=1N/ 27< <6876/? a27< /K2/ /K1? .644 X"$% ?-3 .K17 ?-3 <- 6/ 27< 01.20< ?-3 .6/K ;241; 9-0 ?120; /- N-F1* C- .6/K-3/ 930/K10 2<-E 41/[; 81/ /- .-0AP

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MK101 =0-96/; N-F1 90-F

!

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C- 41/[; 8- 2K12< 27< 8- -:10 /K2/ 7-.* 'K1 1`32/6-7 8-1; 46A1 /K6;W

'K6; 6; /K1 =2/K.2? /- =0-96/; 67 27? G3;671;; 1:10 j 27< 1;=1N6244? 67 2 G3;671;; /K2/R; <06:17 G? 2 =10;-7246/? O;3NK 2; 27 23/K-0E N-2NKE ;=12A10E ]8303E^ 1/N*Q M1 ;/20/ .6/K =-;6/6-7678E ;- 6/[; =-;6/6-7678 =43; =0-F-/6-7 =43; =0-N1;; 1`324; =0-96/;* 'K2/ 6; 01244? /K1 17/601 G2;6; -9 K-. ?-3 N27 817102/1 01:1731* X1/[; ;/20/ .6/K /K1 17< 8-24 67 F67< 27< /24A 2G-3/ .K2/ ;=1N696N244? <06:1; =0-96/;* 'K101 201 /.- /K678; ?-3 N27 <- 6FF1<62/14? /- 2991N/ =0-96/;* 560;/ -9 244E ?-3 N27 !"## 20+" !/)AA@ D3KP &68K/e , -./0 12345 6724

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'./ F57>/7> >.162 >9 5FF/K> >./ C9>>9E :16/ 17 B9A= I=1K/G 4($%9 .70)/ $/@ EA .## /($%&! +"2.$%"* ,0%!/.%/ .%* <0) !$2B#< *0)7#"* <0)+ B+$,"3 <0)F* 49AC:/ B9A= CA716/77 167>56>:BG

X9 I=1K/ 17 D9=>. D9=;162 96G 'K101 201 1;;17/6244? /K011 /K678; ?-3 N27 <- /- N-7/0-4 =06N1* h-3 N27 K2:1 6/ G1 2991N/1< G? *52214 -.) )($-.) 46A1 /K1 <62F-7< 67<3;/0?*

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'K101[; /K6; =10N1=/6-7 /K2/ /K101 2017[/ /K2/ F27? -9 /K1F* #-. /K101 201 24.2?; /K1;1 /K1-061; /K2/ G68 <62F-7< N-F=2761; K2:1 /K1F 244 67 2 :234/ ;-F1.K101E .K6NK F2? -0 F2? 7-/ G1 /031E .K- A7-.;e "9 N-30;1E /K2/[; 2 46//41 G6/ K20<10 9-0 3; /- N-7/0-4 67 ;-F1 F20A1/; G3/ 69 ?-3[01 67 /K1 2<:6N1U<6;=17;678 G3;671;; -0 679-UF20A1/678E 6/[; 7-/ K20< 9-0 ?-3 2/ 244* #-. 41/[; /24A 2G-3/ /K1 -/K10 /.- G1N23;1 /K1;1 201 /K1 01244? G68 -71;* 'K101[; 2#*6&6#.6.7 27< 2#*6&6#.6.7 27< /K17 /K101[; ?-15( j 27< /K1 -71 /K2/ 2991N/; =06N1 /K1 F-;/ 6; =.#)"@ >3/ 6/[; 7-/ /K1 :2431 /K2/ ?-3[01 /K67A678*

'./ $5:A/ %bA5>196 X1/ F1 86:1 ?-3 27-/K10 1`32/6-7p /K6; 6; /K1 $2431 %`32/6-7W

Z02N/6N24 :2431 =43; 67/067;6N :2431 1`324; /-/24 =10N16:1< :2431* 'K1 .2? /.06/1 /K6; <-.7 G? /K1 .2? 6; Z$ q J$ r 'Z$* "A2?E ;- 41/[; /24A 2G-3/ 6/* !

D"-0&60-1 \-15( 6; \-15( 6; /K1 /K678 /K2/ ?-30 ;/399 <-1;* J9 ?-3 K2:1 2 A6/NK17 A7691E 9-0 1V2F=41E 6/ .-34< G1 F-01 :2432G41 G1N23;1 6/ N3/; :181/2G41; G1//10 /K27 /K1 -/K10 A6/NK17 A7691*

, -./0 12345 6724

! "#$%&' "#$%&' !

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G.&"6.*60 \-15( 6; \-15( 6; /K1 37;117 =10N16:1< :2431 /K2/ 6; N012/1< 420814? G? =-;6/6-7678 27< =0-F-/6-7*

h-3 2<< /K1;1 /-81/K10 27< /K2/ 86:1; ?-3 /K1 /-/24 =10N16:1< :2431* X1/ F1 /144 ?-3 ;-F1/K678W

'./ E96/B 17 16 >./ 16>=1671K M5:A/G 3>_7 69> 16 >./ I=5K>1K5: M5:A/G 'K2/[; 7-/ /- ;2? 67 27? .2?E G? 27? ;/01/NK -9 /K1 6F28672/6-7E /K2/ ?-3 ;K-34< F2A1 ?-30 ;10:6N1 -0 =0-<3N/ 41;; :2432G41E -Ae J[F 7-/ 81//678 2/ /K2/ 2/ 244* MK2/ J[F /144678 ?-3 6; ?-3 N27 K2:1 /K1 8012/1;/ =0-<3N/ 67 /K1 .-04< G3/ ?-3 N27 67N012;1 /K1 /-/24 =10N16:1< :2431 j -7N1 ?-3 K2:1 F2<1 6/ 8--< -9 N-30;1 j G? 9-N3;678 -7 G--;/678 /K2/ 67/067;6N :2431* J .27/ /- =0-:1 /K2/ /- ?-3 068K/ 7-. G1N23;1 6/[; A67< -9 2 .160< N-7N1=/ ;41/ F1 86:1 ?-3 27 1V2F=41*

'./ )=5K>1K5: $5:A/ 9F 5 !5= X1/[; N-7;6<10 /K1 =02N/6N24 :2431 -9 2 N20* 'K6; 6; ;-F1/K678 /K2/ .1 N27 244 0142/1 /-* MK2/ 6; 8--< 2G-3/ 2 N20E =02N/6N244?e J/ 8-1; 90-F =-67/ @ /- =-67/ > 92;/10 /K27 .24A678* J/ A11=; ?-3 ;K14/101< 90-F /K1 0267 27< N-4< 27< 244 /K2/ A67< -9 ;/399p ?-3 N27 =3/ ?-30 ;/399 67 /K101 j 8-49 N43G;E <-8E .K2/1:10* h-3 <-7[/ K2:1 /- 06<1 /K1 G3;E -Ae C- /K1;1 201 /K1 =02N/6N24 :2431; -9 2 N20*

, -./0 12345 6724

! "#$%&' "#$%&'

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X1/[; 4--A 2/ /K1 K68KU17< ;=1N/03F -9 N20; 27< 41/[; /24A 2G-3/ /K1 =02N/6N24 :2431 -9 /K1 >_M cf+ XJ* !

J/[; :10? .144 2==-67/1<

!

J/[; 8-/ 76N1 412/K10

!

J/[; :10? <1=17<2G41

!

J/ 06<1; .144

!

J/ 4--A; N--4

@7< -9 N-30;1E 1:10?/K678 14;1 j 6/ 81/; ?-3 90-F =-67/ @ /- =-67/ >E 6/ A11=; ?-3 ;K14/101 92;/10 /K27 .24A678E 6/ A11=; ?-3 ;K14/101< 90-F /K1 0267E ?-3 N27 =3/ ;/399 67 6/p ?-3 <-7[/ K2:1 /- 06<1 /K1 G3;E 068K/e #-. /K1 =06N1 -9 /K6; 83? 6; G1/.117 b)fdE+++ 27< b)gdE+++*

, -./0 12345 6724

! "#$%&'

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#-.E K101 6; /K1 <124* X1/[; N-F=201 /K1;1 /.-p 2 bY++E+++ &-44; j J <-7[/ 01244? /K67A ?-3 N27 81/ 2 iK-;/ 9-0 b)fdE+++ 9-0 /K1 G2;1 F-<14E 6/[; 3;3244? N4-;10 /- bY++E+++ j 27< 2 bH++E+++ >_M OJ[F 8-678 /- 0-37< 3= K101PQ !

H ]T^^@^^^ ['#*&F $10? .144 2==-67/1
!

H ]R^^@^^^ NS:F $10? .144 2==-67/1
'K1 `31;/6-7 .1 711< /- 2;A -30;14:1; 01244? 6; .K? <-1; /K1 &-44; &-?N1 N-;/ Y++o F-01 /K27 /K1 >_Me %;=1N6244? .K17E ?-3 N-7;6<10 /K6;a

0[8 9D67 &9::7 &9BK/G 'K2/ N-F=27? 6; -.71< G? >_M* 'K1 N20; 201 ;/644 F27392N/301< /K1 ;2F1 G3/ 6/[; >_M 0377678 /K1 ;K-.* 'K1 iK-;/ 6; 2N/3244? G364/ -7 /K1 ;2F1 NK2;;6; 2; /K1 >_M c ;1061;* 'K1?[01 1;;17/6244? /K1 ;2F1 N20* 'K1 F267 <6991017N1; 201 N-;F1/6N* h-3[:1 8-/ 2 <6991017/ G-
'K2/ N-34< G1 <1G2/2G41 67 ;-F1

The answer to why the Rolls Royce costs more is in the intrinsic value.

N2;1; G3/ /K2/[; ?-30 F267 <6991017N1* 'K101 201 ;-F1 178671 <6991017N1; 2; .144* 'K1 iK-;/ K2; 2 H)UN?467<10 F-/-0* 'K1 cf+ <-1; 7-/* ,-.1:10 /K1 cd+ <-1;* , -./0 12345 6724

! "#$%&'

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'K1 =06N1 <6991017N1 G1/.117 /K1FE 46A1 J ;26_Me M144E /K1 27;.10 -9 N-30;1 6; 67 /K1 67/067;6N :2431* @8267 /K101 201 ;-F1 =02N/6N24 :2431 <6991017N1;E G3/ 7-/ b)++E+++ .-0/K* C/K1 27;.10 6; 67 /K1 67/067;6N :2431* ,101[; /K1 /K678 j &-44; &-?N1 6; =-;6/6-71< 2; /K1 G1;/* J7 =-=3420 N34/301E .1 3;1 6/ 2; 2 F1/2=K-0 9-0 <1;N06G678 2 =0-<3N/ 2; 8--< j .1 ;2? /K6; 6; /K1 &-44; &-?N1 -9 /K1 sht 67<3;/0?* 'K2/ 6; K-. ?-3 .-34< <1;N06G1 /K1 G1;/ =-;;6G41 /K678* J/ 6; 84-G244? =-;6/6-71< 2; ;6F=4? /K1 G1;/* MK17 ?-3 <06:1 2 &-44; &-?N1 ?-3 K2:1 2 <6991017/ 6<17/6/?* h-3 =344 3= /- 2 F11/678 67 2 &-44;E ?-3[01 /012/1< <6991017/4? /K27 69 ?-3 =344 3= 67 /K1 >_M -0 67 2 ,-7<2 !6:6N -0 .K2/1:10* h-3[01 :61.1< <6991017/4?* h-3[01 :61.1< 2; 2 ;3NN1;;* h-3[01 :61.1< 2; G1678 ;687696N27/* Z1-=41 7-/6N1 /K6; N20*

'.17 7>AFF 17 D.5> B9A_=/ =/5::B I5B162 >./ c,TTLTTT /H>=5 F9=G J/[; 7-/ /K1 92N/ /K2/ /K101 F68K/ G1 2 ;468K/4? <6991017/ 80267 -9 412/K10 -0 27 1V/02 9-30 N?467<10; 67 /K1 F-/-0 -7 ;-F1 F-<14;* J/[; 244 /K6; 67/067;6N :2431* C-E K101[; /K1 /K678a J9 .1 .27/ /- 026;1 =06N1; 27< .27/ /- G1 2G41 /- NK2081 K68K10 911; 27< N4-;1 /K-;1 G68U/6NA1/ ;241;E /K1 960;/ ;/1= .1 711< /- <- /- 67N012;1 =0-96/; 6; /67N012;1 -30 67/067;6N :2431* , -./0 12345 6724

If we want to charge higher fees and increase profits, we need to increase intrinsic value.

! "#$%&'

) *+%
@8267E J[F 8-678 /- ;/2/1 6/ 9-0 /K1 g++/K /6F1 j 7-71 -9 /K6; ;/399 N27 F2A1 3= 9-0 7-/ 9349644678 -7 ?-30 =0-F6;1; /- ?-30 N3;/-F10;* C- 7- F2//10 .K2/ .1 <-E 7-71 -9 /K6; 6; 67/17<1< /- G1 =01;N06G1< 2; 2 /06NA /- G1 2G41 /- F2A1 3= 9-0 K2:678 2 N02==? =0-<3N/ -0 ;10:6N1* J/ \3;/ .-7[/ .-0A* J/ F68K/ .-0A 9-0 2 ;K-0/ /6F1 G3/ 6/ .-7[/ .-0A 4-78 /10F* J A7-. ?-3 A7-. /K6;E G3/ J \3;/ .27/ /- F2A1 6/ 2G37<27/4? N4120* C- 41/[; 81/ G2NA /- .-0A*

'./ )9D/= 9F 36>=1671K $5:A/ C- .K? 6; /K6; 2 G68 <124e MK? 6; 67N012;678 67/067;6N :2431 8-678 /- G--;/ ?-30 =0-96/; F-01 /K27 27?/K678 14;1e 560;/ -9 244a

36K=/57162 16>=1671K M5:A/ 5::9D7 B9A >9 K.5=2/ E9=/ d 564 I=1K/ 17 >./ 6AEC/= 96/ F5K>9= 16 I=9F1>5C1:1>BG Z1-=41 /24A 2G-3/ N-7:10;6-7 27< 244 -9 /K6; A67< -9 ;/399E G3/ 41/[; ;2? ?-30 N-7:10;6-7 02/1 ;/2?1< /K1 ;2F1p ?-30 N-;/ /- 2N`3601 2 N3;/-F10 ;/2?1< /K1 ;2F1p ?-30 N-;/ /- 9349644 ?-30 ;10:6N1; ;/2?1< /K1 ;2F1p G3/ ?-3 <-3G41< ?-30 =06N1* MK2/ .-34< K2==17 /- ?-30 =0-96/;e 'K1?[< <-3G41 j G--FE \3;/ 46A1 /K2/*

, -./0 12345 6724

! "#$%&'

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M1 711< /- 9-N3; -7 K-. .1 N27 NK2081

We need to focus on how

F-01 67;/12< -9 \3;/ 46//41 G012A/K0-38K; 46A1 ]CK-34< .1 NK2781 /K1 K12<4671e^ -0 ]CK-34< .1 3;1 2 <6991017/ G4-88678

we can charge more instead of just little breakthroughs.

;-9/.201e^ -0 .K2/1:10* 'K2/[; 7-/ 2 G012A/K0-38K* 56830678 -3/ .2?; /- NK2081 F-01 /- N4-;1 /K1;1 K68KU/6NA1/ /K678;E /K2/[; 2 G012A/K0-38K* 'K2/[; .K101 /K2/ /-= Ho 6; /K2/ 01244? .27/; /- F2A1 6/*

*69>./= =/5796 F9= 16K=/57162 16>=1671K M5:A/ 17 C/K5A7/ 1> 16K=/57/7 B9A= 4/E564G 'K67A 2G-3/ /K6; j .1[44 8- G2NA /- /K1 N20;* %:10? /6F1 5100206 N-F1; -3/ .6/K 2 71. N20E 9-0 1V2F=41E /K1 N20 ;144; -3/ G19-01 6/ 6; 1:17 ;K6==1< 90-F J/24? /- /K1 l76/1< C/2/1;* 'K1 71. F-<14 6; 240121N23;1 /K1? \3;/ ;/--< 20-37< 27< /--A -0<10; 9-0 2G-:1 ;/6NA10* 'K101 .2; 7- 718-/62/6-7* 'K101 .2; 7- 199-0/*

, -./0 12345 6724

! "#$%&'

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'K1 <1F27< 6; ;- K68K G1N23;1 /K1 67/067;6N :2431 -9 /K2/ N20 K2; G117 G364/ 3= ;- F3NK /- 6/; 4-?24 927; /K2/ /K1?[01 N02T?

The demand is so high because the intrinsic value has been built up so much.

2G-3/ 6/*

'K1 ;2F1 /K678 K2==17; .6/K /K1 6ZK-71* @ 71. 6ZK-71 N-F1; -3/ j /K1 960;/ <2? 6/[; -3/E /K1 ;1N-7< <2? 6/[; -3/E =1-=41 ;/27< 67 4671 /- 81/ /K1 71. 6ZK-71* ,249 -9 /K1F 24012? /K1 .2? <6< ?-3 K120 /K1 /K678 2G-3/ K-. /K1 42;/ /6F1 /K1 71. 6ZK-71; N2F1 -3/E =1-=41 .101 K60678 K-F141;; <3<1; /- ;/27< 67 4671 9-0 /K1Fe 'K17 /K1 K-F141;; <3<1; ;/20/1< 968K/678 -:10 .K- N-34< ;/27< 67 4671 9-0 .K-* J/[; A67< -9 N02T?* !

h-3 .27/ /- .K6= ?-30 F20A1/=42N1 3= 67/- /K2/ F3NK -9 2 9017T?*

!

h-3 .27/ /- F2A1 ?-30 927; 4-:1 ?-3 /K2/ F3NK*

@44 -9 /K6; K2; /- <- .6/K 67/067;6N :2431*

36>=1671K M5:A/ 5:79 16K=/57/7 >./ /FF/K>1M/6/77 9F B9A= 75:/7 I=9K/77G X1/[; 8- G2NA /- @==41* 'K1? <6<7[/ K2:1 /- /0? /- ;144 ?-3 /K1 =K-71 2/ /K1 ;/-01* 'K1?[01 46A1E ]"K ?-3 .27/ 2 =K-71E 8- ;/27< -3/;6<1 67 4671 .6/K 244 /K1;1 -/K10 =1-=41 27< .1 .644 41/ ?-3 67 .K17 6/[; ?-30 /307*^

, -./0 12345 6724

! "#$%&'

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D-1; /K1 5100206 83? K2:1 /- /0? /- ;144 /K1 71. F-<14 -9 /K1 5100206 .K17 6/ N-F1; -3/e ,144 7-* ,1[; 46A1p ]h12K .144 ?-3 A7-. 6/[; 8-678 /- N-;/ ?-3 2G-3/ bf+E+++ F-01 /K27 .K2/ 6/ ;2?; -7 /K1 .67<-. -9 /K1 N20*^ @7< /K101 201 83?; 968K/678 -:10 6/ 1:10? ;67841 /6F1 6/ K2==17;* J/ K2==17; .6/K 244 -9 /K1 K68K 4671* M6/K 1:10?/K678* MK? 6; /K6;e >1N23;1 /K1 67/067;6N :2431 6; G364/ 3= ;- F3NK* C- 244 -9 /K6; ;/399 F2//10;* X1/ F1 6443;/02/1 6/ \3;/ 2 46//41 F-01* M1[44 /24A 2G-3/ =0-96/; K101 j /K2/[; .K2/ /K1 46//41 <-4420 ;687; 01=01;17/ 67 /K1 <62802F* 'K6; 6; 2991N/1< G? /.- /K678;* ":10 -7 /K1 419/ 6; (,,606(.04 #, 2"#0(**9 'K2/ F127; 69 .1 3;1 2 01< G3//-7 67;/12< -9 2 G431 G3//-7 -7 -30 NK1NA-3/ =281E .1 F68K/ 81/ 2 N-3=41 =10N17/281 =-67/; F-01* M144E /K2/ F2//10;* 'K1 -/K10 ;6<1 -9 /K2/ 6; 2"60(* J9 .1 <-3G41 /K1 =06N1 27< 1:10?/K678 14;1 ;/2?; N-7;6;/17/E .1 K2:1 <-3G41< /K1 G3;671;;*

, -./0 12345 6724

! "#$%&'

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%:10? 92N/-0 -9 =06N1 /K2/ ?-3 67N012;1 .6/K 244 -/K10 /K678; ;/2?678 /K1 ;2F1 27< 01F267678 N-7;/27/ j /K2/[; K-. F3NK ?-3 80-. ?-30 G3;671;;* >-/K -9 /K1;1 /K678; 201 93141< G? 67N012;678 67/067;6N :2431*

09>. 9F >./ E516 I=9F1> 4=1M/=7 5=/ FA/:/4 CB >./ 16K=/57/ 16 16>=1671K M5:A/G V9D >9 0A1:4 36>=1671K $5:A/ 'K1 `31;/6-7 .1 7-. K2:1 /- 2;A 6; K-. <- .1 G364< 67/067;6N :2431e 'K1 27;.10 /- /K2/ 6; .1 G364< 6/ /K0-38K =-;6/6-7678* #-. J .27/ ?-3 /- /K67A 2G-3/ =-;6/6-7678 <6991017/4?* l;3244?E .K17 .1 /K67A 2G-3/ 6/E .1 /K67A 2G-3/ G68 G027<;E G027< =-;6/6-7678 27< 244 /K2/* J/[; =01//? N--4 G3/ .1[01 7-/ 67 /K2/ G3;671;;* J9 ?-3[01 012<678 /K6; G--AE ?-3[01 =0-G2G4? 67 /K1 679-0F2/6-7 G3;671;;* M1 .-0A .6/K =1-=41 /- K14= /K1F 81/ 2 G1//10 01;34/ j .K1/K10 /K2/[; 67 G3;671;;E /K160 0142/6-7;K6=;E <61/E 96/71;;E .K2/1:10 6/ 6;* C- 41/[; /24A 2G-3/ K-. /K6; F2//10; /- ?-3 27< F1* 560;/ -9 244 41/[; 6<17/69? ;-F1 F2871/6N

=-;6/6-7678p

;-F1

G2;6N

=-;6/6-7678 /K2/ .644 <02. ?-30 =1-=41 /- ?-3*

, -./0 12345 6724

! "#$%&'

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"71 -9 /K-;1 6; 1VN43;6:1E 068K/e M1 .27/ .K2/ -/K10 =1-=41 <-7[/ K2:1* M1 .27/ /- G1 1VN43;6:1 j 6/ F2A1; 3; 9114 ;687696N27/* @7-/K10 -71 6; 0201* J/[; 068K/ 3= /K101 .6/K 1VN43;6:1* X--A 2/ <62F-7<;* 'K1?[01 0201 244181<4? j /K101[; /K2/ .K-41 N-7;=602N? /K678p .K- A7-.;e >3/ /K2/ <06:1; 6/* >1678 <6991017/ /- 2 <18011* >1678 1VN6/678 6; F2871/6N =-;6/6-7678* "0686724 6; F2871/6N =-;6/6-7678* !-7/020627 6; F2871/6N =-;6/6-7678* "71 -9 F? 92:-06/1; 6; D27* _127 -4< D27 B1771
_?;/106-3; 6; 27-/K10* M1[01 <02.7 67 G? F?;/10? 27< 67/06831* 5-0G6<<17 6; 27-/K10 -71* '-/244? F2871/6N* 'K67A 2G-3/ K-. K20< HgU?120U-4< A6<; /0? /- 81/ 67/- 2 G20e MK?e >1N23;1 /K1?[01 7-/ ;3==-;1< /- G1 67 /K1 G20* J/[; \3;/ 46A1 N2/; j =1-=41 201 46A1 N2/; j ?-3 =3/ 3; 67 2 0--F 27< N4-;1 /K1 <--0 27< /K1 -74? /K678 .1 .27/ /- <- 6; ;11 .K2/[; -7 /K1 -/K10 ;6<1 -9 /K1 <--0* h-3 412:1 3; -7 -71 ;6<1 -9 /K1 <--0 27< N4-;1 6/ 27< .1 .27/ /- 81/ -7 /K1 -/K10 ;6<1 -9 /K1 <--0* M1[01 244 .601< /K1 ;2F1* @7-/K10 -71 6; =-=3420* 'K101[; ;291/? 67 73FG10;* 'K2/[; 2 G68 1991N/6:1 =-;6/6-7678 /K2/[; F2871/6N*

, -./0 12345 6724

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@99676/? /- F20A1/* 'K6; =10;-7 6; \3;/ 46A1 F1* 'K2/ 6; 27-/K10 41:14 -9 =-;6/6-7678 /K2/ 6; F2871/6N /- F-71?* h-3 N27 NK--;1 27? -9 /K1;1 -0 F2A1

You can choose any of these

3= 2 <6991017/ -71 /K2/ ?-3 967< 6; 8-678 /-

positioning elements or make up a different one that is

.-0A 9-0 ?-3*

going to work for you.

'K1 G-//-F 4671 6; /- 3;1 /K1 /K678 /K2/[; 8-678 /- =2? ?-3 /K1 F-;/* #-. 244 -9 /K6; 28267 6; 2;;3F678 ?-3 <- 2 8--< \-Gp 6/[; 2;;3F678 ?-3 46:1 3= /- ?-30 =0-F6;1; 27< ?-3 <146:10 8--< ;10:6N1* >3/E .6/K /K2/ 2; 2 86:17E /K1 /K678 /K2/[; 8-678 /- =2? ?-3 /K1 F-;/ 6; ?-30 =-;6/6-7 67 /K1 F20A1/=42N1*

Z9A D1:: C/ I514 >./ E97> F9= B9A= I971>196 16 >./ E5=;/>I:5K/G Z106-<* X1/ F1 ;K-. 6/ /- ?-3* 'K101[; A67< -9 2 =?02F6< .K101 .1 K2:1 :20?678 =-;6/6-7; 27< /K1 K68K10 3= -7 /K1 =?02F6< ?-3 8-E /K1 F-01 F-71? ?-3[01 8-678 /- /?=6N244? F2A1* #-. /K6; 6; 46A1 2 81710244? 2NN1=/1< 0341* J <6< 7-/ N012/1 /K6;* @/ /K1 G-//-F .1 K2:1 /K1 81710246;/* 'K1 83? /K2/ <-1; 1:10?/K678* 'K1 K27
'K1

8171024

=02N/6/6-710

=K?;6N627* X1/[; 4--A 2/ 6/ 2/ /K2/ 41:14*

, -./0 12345 6724

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=-;6/6-7678

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/K1?

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We can deliberately mimic

B.2F1 <-.7 2/ 2 G--/KE 2 /2G41 -3/;6<1 -9

events to create celebrity

/K1 01;/23027/E 27< 2N/1< 2; 69 K1 .2; 2

in our marketplace.

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@7< \3;/ 46A1 /K2/E =1-=41 94-NA1< /- K6F /K67A678 /K2/ K1 .2; 2 N141G06/? -9 ;-F1 ;-0/ G1N23;1 K1 .2; =-;6/6-71< 2; ;3NK 27< /K1? G-38K/ /K1;1 G2;A1/G244;* 'K3; /K160 /12F .-7 /K1 NK2441781* C- N141G06/? =-;6/6-7678 6; 2 G68 <124* #-. -9 N-30;1E J[F 7-/ /144678 ?-3 /K2/ ?-3 ;K-34< \3;/ 8- -3/ 27< <;-F1/K678 46A1 /K2/* J[F 8-678 /- <1N4201 2 46//41 G6/ -9 ;K17276827; -7 /K2/ -71 27< D-724< '03F= 914/ /K1 ;2F1 .2?* ,1[; 46A1E ?-3 A7-.E ]J 2
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8/_=/ K96K/=6/4 5C9A> 2/>>162 57 EAK. E96/B 57 I9771C:/ D.1:/ 4/:1M/=162 >./ E97> 2994D1:: D/ K56 >9 9A= K9EEA61>BG h-30 =-;6/6-7678 .644 G1 N17/101< 20-37< .K2/ ?-3 .27/ ?-30 F20A1/=42N1 //K67A 2G-3/ ?-3*

Your positioning will be centered around what you want your marketplace to

,101[; 2 8--< .2? /- /K67A 2G-3/ /K6;*

think about you.

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Z9A K56 4/F16/ 1> 564 B9A 6//4 >9 C/ M/=B 7I/K1F1K 16 D.5> B9A D56> 1> >9 C/G >1N23;1 .K2/ ?-30 F20A1/ =10N16:1; ?-3 2; 6; 8-678 /- 937N/6-7 2; 2 F127; /- 67N012;1 ?-30 N-7:10;6-7p 67N012;1 ?-30 =0-96/2G646/?p 67N012;1 ?-30 <1F27
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•

What is your magic power?

•

What is your superhero identity?

27< /K3; 01244? 81/ N4120 -7 .K2/ ?-30 84-G24 <1;601< =-;6/6-7 6;E 6;

What do you stand FOR? •

What do you stand AGAINST?

/- 9644 67 /K1 G427A; 67 /K6; ;17/17N1W

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#-. J[44 ;/-= /K101 j .K2/ 2F J <-678e J[F 67;10/678 F? ;3=10K10- 6<17/6/? 27< 24;- F? F286N =-.10 /- 2 <18011* h12KE F? F286N =-.10 6; 81//678 N4617/;E 1/N* 9-0 N-7;34/27/;E N-2NK1; 27< ;10:6N1 =0-:6<10;E K14=678 /K1F ;/03N/301 /K2/ G3;671;; 27< 2NK61:1 ;6F=46961< 80-./K* C- J[F 67;10/678 244 -9 /K2/ 67 /K101* @7< 7-. .1 N-7/6731W :+.%9 I"+% $! 9%08% .! /(" 20!/ !0)&(/ .A/"+ *$+",/ +"!B0%!" E%/"+%"/ 2.+9"/$%&3 ,0B<8+$/"+ .%* ,0%!)#/.%/ $% /(" 0%#$%" 7)!$%"!! ,022)%$/<@

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M" $! A.20)! A0+ ,+"./$%& 8$#*#< B+0A$/.7#" E%/"+%"/ 2.+9"/$%& B+020/$0%!L

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>1N23;1 /K2/[; .K2/ J ;/27< 9-0* J9 27?-71[; ;/3<61< .6/K F1 9-0 27? 2F-37/ -9 /6F1 ?-3 A7-. /K2/ F? =06F20? 8-24 6; 7-/ -74? /- 817102/1 N3;/-F10; 27< N4617/; G3/ /- <- ;- 67 2 .2? /K2/ G364<; 8--<.644* #-. /K1 96724 =20/ -9 /K6; ;17/17N1 6;W L8$/(0)/ 7"$%& 07%0K$0)! 0+ "="% +"20/"#< !.#"!<@

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Z9A 496_> 5K>A5::B .5M/ >9 A7/ >.17 57 5 7>5>/E/6> 16 B9A= 54M/=>17162 CA> B9A D56> >9 F=5E/ 5:: 9F B9A= 54M/=>17162 564 I=9E9>1965: E5>/=15:7 5=9A64 >.17 I/=K/I>196G MK17 ?-3 <- /K6; 1V10N6;1E /K6; 6; K-. ?-3 81/ 01244? N4120 -7 ?-30 84-G24 <1;601< =10N1=/6-7* MK2/ <- ?-3 .27/ /K1F /- /K67A 2G-3/ ?-3 G19-01 /K1? 1:17 K2:1 2 NK27N1 /- F11/ ?-3e

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n3;/ /- G0678 1:10?/K678 G2NA <-.7 /- F1NK276N;E K101[; .K101 .1 201 67 /K1 1`32/6-7* M1 \3;/ <6< /K2/ 46//41 1V10N6;1 27< 968301< -3/ .K2/ ?-3 .27/ /K1 =-;6/6-7678 /- G1* M1 <6< ;- 67 2 .2? /K2/ .-34< G1 N-7<3N6:1 /- ?-3 81//678 F-01 N4617/; 27< N3;/-F10; .6/K 8012/10 12;1* M1 <6< /K1 ]JF28671 ?-3[01 2G-3/ /- /24A /- 2 HE+++ =1-=41*^ "7N1 .1[:1 1;/2G46;K1< ?-30 84-G24 <1;601< =-;6/6-7E -7N1 .1 A7-. 1V2N/4? .K2/ /K2/ 6;E 6/[; /6F1 /- <1=4-? 6/* C- 7-. .1[01 67 /K6; =K2;1 -9 /K1 1`32/6-7E .K6NK 6; =0-F-/6-7* 'K101 201 /K011 2;=1N/; /- =0-F-/6-7 27< /K1 960;/ -71 .1[01 8-678 /- <124 .6/K K101 6; ;-F1/K678 N2441< =01U902F678*

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V/_7 =/5::B /7>5C:17./4 5:: 9F >.5> I=/SF=5E162 564 I971>196162 C/5A>1FA::BG X1/[; /24A 2G-3/ K-. 7-0F24 9-4A; 46A1 3; <- 6/* M1[01 7-/ 67 /K1 F2;; F1<62 .-04<* _-;/ -9 3; 201 67 /K1 -74671 27< <601N/ 01;=-7;1 .-04<* ,-. <- .1 <- 6/e J/ 6; 2 =01//? ;6F=41 =0-N1;; .6/K 2 4-/ -9 F-:678 =20/;* @44 -9 /K6; 6; 12;? /<- 69 ?-3 =2? 2//17/6-7 /- 6/*

, -./0 12345 6724

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MK2/ .1[01 ;/20/678 .6/K -:10 -7 /K1 419/ 6; -30 ;/20/678 =-67/ 27< -:10 -7 /K1 068K/ 01=01;17/; 3; F2A678 F-71?*

,101 .1 8- 67 ;1`317N1* 'K1 960;/ /K678 .1 <-E \3;/ 46A1 .1 <6< 2 F673/1 28-E 6; .1 <1/10F671 .6/K 8012/ N201 -30 84-G24 <1;601< =10N1=/6-7 -0 =-;6/6-7* J 24.2?; F6V /K1F 3=* J/[; /K1 ;2F1 /K678* "7N1 .1 <- /K2/E .1 <1N6<1 /- 1;/2G46;K 6/W DEF2 &0$%& /0 !/.9" 2< ,#.$2 ("+"@ EF2 &0$%& /0 B#.%/ /($! A#.& $% /(" 2.+9"/B#.,"@ EF2 /($! B"+!0%@ 4($! $! 8(./ E !/.%* A0+@ M"+"F! 2< 2.&$, B08"+@ M"+"F! 2< !)B"+ $*"%/$/<@ 1%* ("+"F! 8(./ E !/.%* .&.$%!/@C

#-. /K2/ .1 K2:1 /K2/ 6/[; /6F1 /- <1=4-? 6/ 960;/ .6/K =01U902F678 /K0-38K F20A1/678* ,101 201 ;-F1 1V2F=41; -9 =01U902F678 F2/10624;* 'K1;1 201 /K678; /K2/ =1-=41 N27 ;11 G19-01 /K1? 2N/3244? 67/102N/* !

DD_ -) 0#249 J/ F2//10;p .K2/ /K1? ;11 67 /K1 2< 2991N/; 1:10?/K678 /K1? <- 29/10 N46NA678 -7 /K1 2<* J/ ;-37<; G2;6N 27< 6/ 6;* >3/ /K101[; 2

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/.6;/ /- 6/ /K2/ F2A1; 6/ F-01 =-.10934* J[44 1V=4267 67 2 F673/1 27< ;K-. ?-3 27 1V2F=41* !

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!

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If you can get your stuff in

;10:6N1 /- ?-3 27< 7-. /K1?

someone else’s product, you

201

012<678

;-F1/K678

.06//17 G? ?-3E .K6NK /K3;

are pre-framing a buyer, which is perfect.

=42N1; ?-3 =;?NK-4-86N244? -7 2 41:14 =42?678 9614< .6/K /K1 ;2F1 =10;-7 /K1? \3;/ 82:1 F-71? /-* 'K2/ 01F-:1; 2 4-/ -9 01;6;/27N1 9-0 ?-3 ;- 6/[; 2 G68 -71* !

H"&601(* 8"6&&(. 34 4#59 J .2; 2==0-2NK1< F34/6=41 /6F1; G? NO--GNN F282T671* 'K1? ;26
.27/ /- <- 27 67/10:61.e^ _? 01;=-7;1 .2; 2 01;-37<678E ],144E ?1;p J .27/ /- <- 27 20/6N41 27< 27 67/10:61.* J .644 <06:1 /- ?-30 ;/3<6-* J .644 /2A1 /K1 /6F1 -3/ -9 F? <2? /- <- /K2/* J[< G1 <1468K/1<*^ MK?e >1N23;1 6/[; 8--< =01U902F678* _? 72F1 .2; -7 /K1 N-:10 -9 -71 -9 /K1 F-01 01N17/ -71; 068K/ 2G-:1 &6NK20< >027;-7[; K12< j .K6NK J /K-38K/ .2; 2.1;-F1* , -./0 12345 6724

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G.&("?6(8*9 J7/10:61.; .6/K ?-3 6; 27-/K10 -71* MK- ?-3 201 67/10:61.1< G? F2A1; 2 K381 <6991017N1 27< .K- ?-3 201 67/10:61.678 N27 F2A1 2 G68 <6991017N1*

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!#"5$ 0#.&"635&6#.*9 J A7-. =1-=41 .K- 2N/3244? <- /K1 :2;/ F2\-06/? -9 /K160 =0-;=1N/678 27< N4617/ 2N`36;6/6-7 /K0-38K 27;.10678 `31;/6-7; -7 9-03F; 27< 52N1G--A* #- A6<<678*

@44 -9 /K6; 6; =01U902F678* Z1-=41 201 ;11678 /K6; .6/K 7- =6/NK 67N43<1< 2/ 244* 'K1?[01 \3;/ ;11678 ?-3 G3/ 1:10?/K678 /K1? ;11 -9 ?-3 27< /K1 F1;;281 /K1? 81/ 90-F ?-3 F2//10; 67 /K1 71V/ =20/ -9 /K6; =0-N1;;*

Everything they see of you and the message they get from you matters in the next part of the process.

"7N1 .1 1;/2G46;K 244 -9 /K2/E 7-. .1 K2:1 /K1 ;1N-7< =K2;1 j .K6NK 6; ;-F1/K678 J N244 $%*0,/+$%./$0%@ 'K6; 6; 01244? .K2/ ;/20/; /- K2==17 2/ /K1 =-67/ -9 -=/U67 27< G1?-7<* 'K17E .K17 /K1? 967244? 86:1 ?-3 /K1 F-71?E .1 K2:1 ;-F1/K678 N2441< 2 ,0%="+!$0% B+0,"!!@

J[F 8-678 /- .24A ?-3 /K0-38K 244 -9 /K1;1 /K678; K101* 'K6; 6; 8-678 /- G1 ;687696N27/4? 6F=-0/27/ /- /K-;1 -9 ?-3 .K- <1N6<1 /- 6F=41F17/ /K6; 67 ?-30 G3;671;;*

[B 295: ./=/ 17 F9= B9A >9 1EI:/E/6> >.17 D1>. /57/ 564 K:5=1>B 564 >.A7 E5;/ 71261F1K56> I=9F1>7 57 5 =/7A:>G X1/[; ;11 69 .1 N27 F2A1 6/ K2==17E -A2?e

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X9E/ %H5EI:/7 'K1 .2? J 41207 1:10?/K678 6; G? 1V2F=41 ;- J 968301< J F68K/ ;K201 /K2/ =0-N1;; .6/K ?-3* C- 41/ F1 86:1 ?-3 ;-F1 1V2F=41;* ,101 6; 27 1V2F=41 -9 =01U902F678 27< ZZ!* 'K6; 6; 27 1204? -71* J[44 ;K-. ?-3 2 01N17/ -71 K101 ;--7* 'K6; 6; .K17 J .2; <-678 F? 960;/ /1;/ 3;678 52N1G--A 2<:10/6;678* J <-7[/ 01244? /24A 2G-3/ /K6; 2 4-/ G3/ J K2:1 ;=17/ 24F-;/ bY++E+++ 67 52N1G--A ZZ! 2<:10/6;678 67 /K1 =2;/ 91. ?120; =0-F-/678 F? -.7 G027<* _-;/ -9 /K2/ F-71? .2; ;=17/ ?120; 28-* 'K1;1 <2?;E J 01244? <-7[/ K2:1 /- =0-F-/1 :10? F3NK G1N23;1 -9 .K2/ J <6< j .K6NK 6; =1091N/4? 67 4671 .6/K 1:10?/K678 J[F /144678 ?-3 7-.* C- 244 /K1 ;/399 J[F /144678 ?-3 /- <-E J <6< 6/* 'K2/ 6; /K1 F-F17/3F J[F 06<678 -7 N30017/4?E .K6NK 6; 2.1;-F1* X1/[; 4--A 2/ /K1 141F17/; -9 =01U902F678* >2NA .K17 J <6< /K6; j 6/ .2; )+H+ 27< J A7-. /K1 1V2F=41 6; 2 46//41 G4300? j F? ;3=10K10- 6<17/6/? .2; /K6; N02T? 6001:1017/ 83? /K2/ K2==171< /- F2A1 2 .K-41 G37NK -9 F-71?E J .27/1< /- G1 N-780317/ .6/K /K2/* >19-01 /K1? 1:17 N46NAE /K1? ;11 ]h-378E &6NK 27< !02T?^* , -./0 12345 6724

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#-. 6/[; 6F=-0/27/ /- 37<10;/27< ;-F1/K678 j 27< /K6; 6; .-0/K .06/678 <-.7 27< 01244? 2
36 E5=;/>162 564 75:/7 69> 96:B 49 B9A D56> >9 C/ E526/>1K >9 >./ K:1/6>7 >.5> B9A D56>L B9A D56> >9 C/ =/IA:71M/ 564 =/I/::56> >9 >./ 96/7 >.5> B9A 49 69> D56>G C- /- /K6; <2? J <- 7-/ .27/ 3=/68K/E 37N--4E 2724U01/17/6:1 =1-=41* J <-7[/ .-0A /K2/ .2?* J[F 7-/ 8-678 /- <124 .6/K 6/* J <- .27/ 937E N012/6:1E 1VN6/678E 17/K3;62;/6NE -=/6F6;/6N =1-=41 j.K- 201 24;- K20< .-0A10;* J9 .1 4--A 2/ /K6; K12<4671E .K2/ <-1; 6/ <-e M144 27 3=/68K/ 83? .6/K 2 ;/6NA 3= K6; 2;; 6; 8-678 /- 4--A 2/ /K6; 27< 8-E ]J <-7[/ 46A1 /K6; 83?*^ >3/ ;-F1-71 .K-[; =01//? N--4 27< =01//? 937 /- .-0A .6/K .644 4--A 2/ /K6; 27< ;2?E ]"A2?E F2?G1 J[44 NK1NA /K6; -3/*^ #-. /K101[; 27-/K10 141F17/ -9 =01U902F678 67 K101 2; .144* &1F1FG10 J /-4< ?-3 F? ;3=10K10- 6<17/6/? j =20/ -9 /K2/ 6; K68K1;/U=26< J7/1071/ F20A1/678 N-7;34/27/ 67 /K1 .-04<* @N/3244? F? /6/41 6; 2 46//41 4-7810P M144E /K2/[; 27-/K10 1V2F=41 -9 =01U902F678 068K/ K101 67 /K1 2<* C-E G19-01 /K1? 1:17 -=/U67 -0 ;11 27?/K678 2G-3/ F1E /K6; ;/399 6; 24012
, -./0 12345 6724

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J[44 ;K-. ?-3 27-/K10 1V2F=41* &1F1FG10 J ;26< :6024 :6<1-;* !K1NA /K6; -3/*

'K6; :6<1- 6; 7-/ F671* 'K6; .2; 3=4-2<1< ?120; 27< ?120; 28- G? ;-F1-71 8-678 G? 5027A B107 _2;; !-7/0-4 -7 h-3'3G1* 'K2/ 6; 7-/ F1* J <-7[/ 3=4-2< F? -.7 :6<1-; /- h-3'3G1* 'K6; .2; :61.1< -:10 I)E+++ /6F1;* #-. /K6; 6; 6F=-0/27/ G1N23;1 6/ =01U902F1; F1 /- G1 -7 /K1 41:14 .6/K '-7? &-GG67;p /- G1 27 1`324 27< 2==120 .6/K '-7? &-GG67;* MK?e >1N23;1 K1[; 67/10:61.678 n-K7 &11;1 27< F1* &1F1FG10 .K17 J ;26< .K- 67/10:61.; ?-3 6; :10?E :10? 6F=-0/27/p 6/ 01244? K14=; ?-3*

, -./0 12345 6724

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J9 J 8-/ 67/10:61.1< G? n19901? D2KF10 -0 >10761 _2<-99 -0 ;-F1/K678 J .-34<7[/ 01244? .27/ /K2/ /- G1 -7 h-3'3G1* 'K2/ .-34< G1 A67< -9 G2< 9-0 F? =-;6/6-7678* >3/ K1?E .K? 7-/ /2A1 2<:27/281 -9 /K6;e C- ?-3 N27 17867110 /K1;1 /K678;* J7 /K6; 67/10:61. J <-7[/ =0-F-/1 F?;149 -0 ;144 27?/K678 -9 F671 2/ 244 G3/ J K2:1 8-//17 N-37/41;; N3;/-F10; 27< N4617/; 2; 2 01;34/ -9 /K6; :10? 67/10:61.* ,101[; 27-/K10 1V2F=41E ;=12A678 -9 -30 90617< '-7?* 'K6; 6; .K17 K1 01N-0<1< ;-F1 9--/281 -9 F1 ;=12A678 2/ -71 -9 K6; 1:17/; 67 X2; $182; 27< =3/ 6/ -7 K6; G4-8*

, -./0 12345 6724

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Z01U902F1 73FG10 -71 6; /K1 92N/ /K2/ 6/ 6; -7 '-7?[; G4-8* &1F1FG10 J ;26< G4-8 =-;/; 27< 20/6N41; .06//17 G? ?-3 27< 2G-3/ ?-3 N27 01244? K14=e 'K6; 6; 1;;17/6244? /K1 1`36:2417/ -9 2 G4-8 =-;/ .06//17 G? 27< 2G-3/ F1* J/ 6; 2 =-;/ 2G-3/ F1 G3/ J 2F 2==120678 67 /K1 =-;/ -7 :6<1-* M1 K2:1 2 4-/ -9 =01U902F678 8-678 -7 /K101* 'K1 92N/ /K2/ J[F -7 /K101 6; =01U 902F678 F1 2; G1678 67 /K1 ;2F1 376:10;1 27< N246G10 2; /K1;1 8012/ G3;671;; 412<10;E .K6NK 6; 2 /01F17<-3; K-7-0 9-0 F1 2; ?-3 N27 6F28671* @7< /K101[; 24;- 2 46//41 F-01* J7 /K1 G-
, -./0 12345 6724

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%M/=B>.162 B9A 49 564 75B K56 C/ A7/4 F9= B9A 16 B9A= F5M9=L 1F 496/ I=9I/=:BG ,101[; 27-/K10 1V2F=41 -9 =01U902F678 j 01F1FG10 .K17 J /24A1< 2G-3/ ;?7<6N2/1< N-7/17/e MK101 69 ?-3 N27 81/ 67/10:61.; -0 27? N-7/17/ 67 ;-F1-71 14;1[; =0-<3N/ /K2/ ?-3 .27/ /- 2NN1;; /K160 N3;/-F10; 27< N4617/; 27< ?-3[01 01244? <-678 2 8--< \-Ge M144E J K14=1< '-7? N012/1 2 ;1061;E ;/644 9-0 ;241 /- /K6; <2?E K1 /24A; 2G-3/ -7 u$! 2 4-/* @G-3/ 1:10? /.- F-7/K; J[44 81/ 244

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M1 N-7N1=/3246T1< 27< N012/1< /K6; /-81/K10* J 2F 67 /K1 =0-<3N/ 27< -7 K6; =281 j 27< .1 K2:1 2 /06=41 =01U902F1W !

'K1 92N/ /K2/ J[F -7 /K1 =281 6; -71*

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'K1 92N/ /K2/ J[F 67 /K1 =0-<3N/ 6; 27-/K10*

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,1[; ;2?678 8--< /K678; 2G-3/ F1 -7 /K1 =281 6/;149E =10=1/32/678 41817<* MK6NK 6; =1091N/*

@44 -9 /K6; ;/399p 1:10?/K678 J[F ;K-.678 ?-3 .K17 =1-=41 ;2?E DP.% (08 *$* <0) &"/ /0 7" "%&$%""+"* $% /($! 2.+9"/B#.," 7"$%& !0 A.20)! .%* !),( . ,"#"7+$/< .%* 7#.(3 7#.(3 7#.(QC 'K6; 6; 6/* 'K6; 6; /K1 G68 ;1N01/*

D- /K6; ;/399* h-3 17867110 6/ 46A1 /K6;* #-71 -9 6/[; K20<* J[F 7-/ <-678 27?/K678 =20/6N34204? <6996N34/* J[F \3;/ /24A678E 27;.10678 `31;/6-7; 27< ;/399* ,101[; 27-/K10 -71* 'K6; 6; 2 :6<1- 67/10:61. /K2/ ;-F1G-
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Z9A= 1649K>=165>196 E5>/=15:7 5=/ D.5> >./B 7// 5F>/= >./B .5M/ C//6 I=/SF=5E/4 >9 5:=/54B >.16; B9A_=/ 5D/79E/G 'K6; 6; .K101 =1-=41 <0-= /K1 G244 67 -30 N-FF376/? 27< 67 244 G3;671;;p 6/R;

This is where people drop

/K2/ /K1? <-7[/ ;-9/17 3= /K1 =0-;=1N/*

the ball in business; they don’t soften up the prospect.

J/[; A67< -9 46A1E ?-3 ;2?E ],6E F? 72F1[; 5027AE^ ;K1 8-1; ],6E F? 72F1[; #2/2462*^ h-3 ;2?E ],6 #2/2462E 41/[; 8- /- G1
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J7<-N/0672/6-7 F2/10624; 201 .K2/ /K1? ;11 29/10 /K1? K2:1 G117 =01U902F1< 27< /K1 8-24 -9 67<-N/0672/6-7 F2/10624; 6; /- N-7/0-4 /K160 41:14; -9 /03;/ 27< <1;601 412<678 3= /- ?-30 N-7:10;6-7 =0-N1;;* X1/ F1 ;K-. ?-3 .K101 .1 201 67 /K1 1`32/6-7* X6A1 J ;26
#-.E .K2/ 201 J7<-N/0672/6-7 F2/10624;e `-5.0' ?6)(#*F'K1?[01 4237NK :6<1-; /- 2 <18011p =-;/ -=/U67 4237NK :6<1-;* 'K1 ;/399 ?-3 ;11 G19-01 ?-3 -=/ 67 /- 2 4237NK ;1061; 6; =01U902F678E G3/ -7N1 ?-3[01 67 /K1 937714 /K-;1 201 67<-N/0672/6-7 F2/10624;* :(36.-"* 201 67<-N/0672/6-7 F2/10624; /- 2 <18011 27< /K1? N27 24;- G1 3;1< 2; N-7:10;6-7 F1NK276;F;* M1[44 /24A 2G-3/ /K2/ 67 2 F673/1* S-.6,(*&#*aDb!*F h-3 A7-. -30 F27 &6NK CNK19017e ,1[; 2 <1468K/934 F27 j \3;/ 4-:14?* ,1 G0-A1 67/- /K1 67<3;/0? 27< 01244? F2<1 2 K381 ;=42;K G? N012/678 2 ZD5E .K6NK .2; 2 F27691;/-* J[F 831;;678 ?-3[:1 012< 6/ j ]'K1 J7/1071/ >3;671;; _27691;/-^ j J /K67A /K2/[; .K2/ 6/[; N2441<* , -./0 12345 6724

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J/[; G117 <-.74-2<1< 46A1 2 F6446-7 /6F1; G? /K1 .2?* J7N6<17/244? 69 ?-3 K2:17[/ 012< K6; _27691;/-E .K2/ <6< ?-3 \3;/ 1V=10617N1< /K101e Z01U902F678 9-0 &6NK* J9 ?-3 .101 /- 8- 012< /K2/ _27691;/- 7-.E ?-3 .-34< =0-G2G4? 012< 6/ /K0-38K <6991017/ 1?1; /K27 69 ?-3 ;2. 6/ /K0-38K 2 <6991017/ =01U902F1* J[F /144678 ?-3 /K6; ;/399 6; 2 G68 <124* 'K1 46//41 /K678; 2<< 3= /- K381 /K678;* I(1(*($6.-"*F #- A6<<678 j /141;1F6720;* J A7-. 2 <3<1 .K- <-1; ;1:17 968301; .6/K 01N-0<1< /141;1F6720;* J ;.120 /- i-<* h-3 83?; =0-G2G4? A7-. K6F* J/[; B1:67 #2/6-7;* 'K1 83? <-1; /141;1F6720;* J F127 <3<1E 6/[; )+HLP C106-3;4?E /141;1F6720;e >3/ K1 <-1; /K1F 27< /K1? .-0A 8012/* C=12A678 -9 67<-N/0672/6-7 F2/10624;E .K2/ 201 /K1 G1;/ /- 3;1e MK2/ .-0A /K1 G1;/e M144E :6<1- 6; 2 G68 -71 j 69 ?-3[01 7-/ 3;678 :6<1-E ;/20/ 3;678 :6<1-* J/[; 7-/ K20<* J9 ?-3 4--A /1006G41 -7 N2F102 27< ?-3[01 ;N201< -9 G1678 -7 N2F102E /K17 <-7[/ G1 -7 N2F102* &1N-0< ?-30 ;N0117 27< /24A* #-/ /-- K20<* #-/ 2 G68 <124* h-3 N277-/ 8- .0-78 .6/K .1G6720; 69 <-71 =0-=104?p 1:17 ;-F1.K2/ G2<4?E /K1? N27 01244? G1 :10?E :10? =0-96/2G41 9-0 ?-3 90-F 2 ;241; =10;=1N/6:1 27< 2 N3;/-F10 27< =0-;=1N/ 4-?24/? =10;=1N/6:1* 'K1 G-//-F 4671 6; <-7[/ -:10/K67A /K6;* MK2/1:10 -71 9114; 72/3024E 3;1 6/*

The bottom line is don’t overthink this. Whatever

B1:67 N03;K1; 6/ .6/K /141;1F6720; ;- ?-3 <-7[/ K2:1 /- -:10/K67A 6/* l;1 .K2/1:10 ?-3[01 <02.7 /-* , -./0 12345 6724

one feels natural, use it.

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MK6NK1:10 -71 -9 /K1;1 9-30 j =6NA -71 27< 8-* D-7[/ G12/ ?-30;149 -:10 K2:678 /- <- 244 -9 /K1F =1091N/4?* n3;/ NK--;1 .K6NK1:10 -71 ?-3 .27/ /- 27< 8-* J[F 8-678 /- 86:1 ?-3 ;-F1 1V2F=41; -9 ;1:1024 -9 /K1;1* 'K6; 6; 67<-N/0672/6-7 F2/10624 /- 67<-N/0672/1 =1-=41 .K- 24012
-9

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;67N1 )+H+ j J /--A )+HY -99* 'K6; 6; 2 N141G06/?UG364<678 =61N1 -9 67<-N/0672/6-7* @7-/K10 -71 O7-/ ;K-.7Q .2; 9-0 2 4237NK J <6< N2441< ]X6;/ !-7/0-4^ 27< /K1 /6/41 -9 /K2/ :6<1- .2; ]_?;/106-3; C/027810*^ 'K2/ .2; -71 -9 F? F-01 92F-3; :6<1-;E .K6NK 8-/ =1-=41 /- 01244? G1 67<-N/0672/1< /- F1 2; ;-F1-71 .K- 6; 2 942/U-3/ 1V=10/ -7 <146:10678 8--<.644 27< G364<678 ;3G;N06G10 4-?24/?* 'K1 =30=-;1 -9 /K2/ 67<-N/0672/6-7 :6<1- .2;7[/ /- F2A1 2 ;241*

, -./0 12345 6724

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'./ IA=I97/ 9F >./ M14/9 D57 >9 7>=/62>./6 >.5> =/:5>1967.1I 79 >.5>L D./6 1>_7 >1E/ >9 E5;/ >./ 75:/L >./ K96M/=7196 17 /FF9=>:/77G Z1-=41 201 ;2?678E ]h12K <3<1E G3/ J <-7[/ .27/ /- G1 -7 N2F102* J <-7[/ K2:1 2 927N? :6<1- 83?* J <-7[/ K2:1 27? /1NK76N24 ;A644;*^ X1/ F1 ;K-. ?-3 -71 -9 F? F-01 7-/-06-3; ?1/ K68K4? 1991N/6:1 =61N1; -9 67<-N/0672/6-7 F2/10624* J <-7[/ .27/ ?-3 /- G1 67/6F6<2/1< G?

/K1

67N01<6G41

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=0-91;;6-7246;F J 2F 1VK6G6/678 K101P J .0-/1 /K6; -7 2 =4271* 'K1 83? G1;6<1 F1 /K-38K/ J .2; N-F=41/14? -3/ -9 F? F67--FP J7<-N/0672/6-7 F2/10624* , -./0 12345 6724

! "#$%&'

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8/ 496_> .5M/ >9 9M/=>.16; >.17G 3> iA7> .57 >9 .5M/ 5 2994 E/7752/G @7< .K2/ ?-3 ;2? 6; 6F=-0/27/* J[44 ;2? 244 -9 /K6; 28267 /- 01244? N42069? 9-0 ?-3* ,101[; /K1 937N/6-7 -9 /K1 67<-N/0672/6-7 =0-N1;;W #3FG10 H 6; /- 930/K10 1;/2G46;K =-;6/6-7678* C-E .K17 J ;K-.1< ?-3 /K1 C/2/1 -9 /K1 J7/1071/E /K2/ .2; .K17 J .2; 930/K10 1;/2G46;K678 F-:678 2.2? 90-F N02T? F20A1/678 83? /- Z01;6<17/ -9 /K1 J7/1071/p 2 F-01 0124 G3;671;; 83?* 'K2/ .2; 01244? 2 937N/6-7 -9 =10;-724 F2/306/?* @ 4-/ -9 =1-=41 ;2?E .K? <6< ?-3 <- /K2/e D6< ?-3 967< 6/ .2; 2 G1//10 .2? /2//02N/ /K1 N4617/; ?-3 .27/e 'K1 /03/K -9 /K1 F2//10 6; J \3;/ ;/-==1< =20/?678 244 /K1 /6F1* M144 J <-7[/ 2N/3244? 46:1 46A1 /K6;* 'K101[; 7- =-67/ 67 =01/17<678* J 46:1 2 F-01 7-0F24 4691 7-. J[F 67 F? L+;* J[:1 8-/ NK64<017E 1/N* @; .144 2; /- 930/K10 1;/2G46;K =-;6/6-7678E 27-/K10 -G\1N/6:1 .2; /- 1;/2G46;K 8--<.644* JR:1 ;26< /K6; G19-01E Jk44 ;2? 6/ 37/64 J 7- 4-7810 .24A /K1 %20/KW

"A= 16K9E/ 17 9F>/6 d 564 CB 9F>/6 3 E/56 5:E97> 5:D5B7 d 41=/K>:B I=9I9=>1965: >9 >./ 5E9A6> 9F 2994D1:: >.5> D/ .5M/ D1>. 9A= E5=;/>I:5K/G 'K0-38K 67<-N/0672/6-7 F2/10624;E ?-3 N27 1;/2G46;K 27< F267/267 8--<.644*

, -./0 12345 6724

! "#$%&'

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#-. .K17 ?-3 K2:1 /K2/ 8--<.644 27< /K1? 46A1 ?-3 j /K1? 9114 46A1 /K1? A7-. ?-3E 46A1 ?-3 27< /03;/ ?-3 j .K2/ K2==17;e h-30 N-7:10;6-7 =0-N1;; 6; F-01 1996N617/* MK2/ 6; -71 -9 /K1 .2?;E -71 -9 /K1 -74? /.- .2?; .1 N27 67N012;1 =0-96/;e !

M2? vHW "=/6F6T1 ?-30 N-7:10;6-7 =0-N1;;*

!

M2? v)W J7N012;1 =06N1*

%;/2G46;K678 8--<.644E 930/K10 1;/2G46;K678 =-;6/6-7678 <-1; G-/K* C- ?-3 01244? N27[/ 8- .0-78 /K0-38K /K6; 67<-N/0672/6-7 /K678* @7-/K10 /K678 6; ?-3 1;/2G46;K /03;/* MK? .-7[/ ;-F1-71 G3? 90-F ?-3e 'K101 201 -74? /.- 012;-7; .K? ;-F1-71 .-7[/ G3? 90-F ?-3* !

cRF I'(4 )#.>& 8-.& 6&9 C-F1/6F1; /K101[; 7-/ 2 4-/ ?-3 N27 <- 2G-3/ /K2/* ,1? 69 /K1? <-7[/ .27/ 6/ j /K1? <-7[/ .27/ 6/*

!

cAF I'(4 )#.>& &"5*& 4#59 M144 .1 N27 <- 2 4-/ 2G-3/ /K2/* J7<-N/0672/6-7 F2/10624 1;/2G46;K1; /03;/*

'K1 71V/ =-67/ 2G-3/ 67<-N/0672/6-7 F2/10624 6; :10?E :10? 6F=-0/27/* J/ G364<; <1;601* M1[:1 244 K2< /K6; 1V=10617N1 .K101 .1 ;11 ;-F1/K678 j -K /K2/[; A67< -9 N--4* >3/ .1 <-7[/ 01244? .27/ 6/ G2<4?* 'K17E -:10 /6F1E .1[01 1V=-;1< /- 6/ F-01 27< F-01 27< .1[01 46A1E ]_27 J[:1 8-/ /- K2:1 -71 -9 /K-;1*^ 'K2/[; .K17 67<-N/0672/6-7 =0-N1;; 2NN14102/1;*

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! "#$%&'

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M1 ;K-34< 71:10 2;;3F1 /K2/ ;-F1-71 6; \3;/ 8-678 /- .27/ /- G3? -30 ;/399 6FF1<62/14? 3=-7 ;11678 3;*

8/ .5M/ >9 =/5::B 1649K>=165>/ >./E >9 F//: :1;/ >./B ;69D A7L :1;/ A7L >=A7> A7 564 D56> 9A= 7>AFFG 'K1? K2:1 /- G3? 67/- -30 =-;6/6-7678 27< 6<17/69? .6/K /K2/ =-;6/6-7678* J/ 6; 2 :10?E :10? .144U-0NK1;/02/1
'K1 =01U902F678 G364<; 67/067;6N :2431*

!

'K1 =-;6/6-7678 6; 2 K381 67/067;6N :2431 G364<10*

!

J7<-N/0672/6-7 N-7/6731; /- G364< /K2/ :2431*

@7< .K2/ <06:1; =06N1e J7/067;6N :2431* '-/24 :2431 2N/3244? <06:1; =06N1 G3/ /K1 F-;/ 6F=-0/27/ =20/ -9 /K2/ 1`32/6-7 .2; 67/067;6N :2431* J 2;A1< 2G-3/ /K1 &-44; &-?N1 b)++E+++ <6991017N1 :10;3; >_M j =01//? F3NK /K1 ;2F1 N20* MK2/[; /K1 <6991017N1e J7/067;6N :2431* , -./0 12345 6724

! "#$%&'

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X>/I e-@ !96M/=7196 #-. 41/[; /24A 2G-3/ ;/1= vYE .K6NK 6; N-7:10;6-7* @ N-7:10;6-7 F1NK276;F 6; ;6F=4? /K1 =0-N1;; /K1 N3;/-F10 8-1; /K0-38K .K17 /K1? 86:1 ?-3 F-71?*

'./ 295: 9F >./ K96M/=7196 I=9K/77 9= >./ K96M/=7196 E/K.5617E 17 >9 E5;/ >./ 75:/ D.1:/ E516>516162 I971>196 564 2994D1::G #-. .1 K2:1 /.- NK-6N1;W !

M1 N27 ;11 69 .1 N27 .-0A K20< 17-38K 27< 4-78 17-38K /- G1 -71 -9 /K1 *+fo -9 /K1 F20A1/678 27< G3;671;; =-=342/6-7 .K- 6; 2 F2;/10 2/ .06/678 N-=? 27< N029/678 2<;* 'K2/ 6; -71 .2? /- 67N012;1 N-7:10;6-7*

!

"0 .1 N27 F2;/10 =-;6/6-7678E =01U902F678 27< 67<-N/0672/6-7*

D--0 v) 6; H+++o 12;610* @ F6446-7 =10N17/ 12;610* >1N23;1 6/[; 72/3024* M1[01 =42?678 /- 72/3024 K3F27 =;?NK-4-8? .K17 .1 <- /K2/* X1/[; 4--A 2/ .K101 .1 201 67 /K1 1`32/6-7 068K/ 7-. 27< J[44 86:1 ?-3 ;-F1 F-01 ;/399*

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! "#$%&'

) *+% Q-

M1 1;/2G46;K1< =-;6/6-7678p J .24A1< ?-3 /K0-38K /K2/ 1V10N6;1 j /K1 HE+++ =1-=41 /K2/ ?-3[01 2G-3/ /- G1 ;=12A678 /- 27< ?-3 .27/ /K1F 244 /- 4-:1 ?-3 /K0-38K .K2/ /K1? G1461:1 2G-3/ ?-3 G19-01 ?-3 /2A1 /K1 ;/281* M1 ;26
M1 ;/20/ G? <1=4-?678 F2871/6N =-;6/6-7678 /K0-38K =01U902F678* &1F1FG10 .1 .17/ -:10 /K1 1V2F=41; -9 F2871/6N =-;6/6-7678 2; 6/ 0142/1; /-30 F20A1/;* 'K17 .1 ;26
, -./0 12345 6724

! "#$%&'

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@N/3244?E 67<-N/0672/6-7 G1867; 2/ /K1 -=/U67 =281 27< /K17 .K2/ /K1? ;11 6FF1<62/14? 29/10 /K1? -=/U67 F2//10;* 'K1 9-44-. 3= ;1`317N1E .K2/ .1 ;2? 67 /K1 1F264E .K2/ .1 =3/ 67 -30 :6<1-;E .K2/ .1 =3/ 67 /K1 ZD5; /K2/ .1 86:1 /K1Fp .K2/ .1 ;2? 67 /K1 .1G6720; /K2/ .1 K-4< 9-0 /K1F 27< 1:17E 69 ?-3 .27/ /- 8- -4< ;NK--4E .K2/ .1 ;2? -7 /K1 /141;1F6720;* @44 -9 /K2/ ;/399 412<; /- 27 12;610 N-7:10;6-7 =0-N1;;*

'./ !96M/=7196 )=9K/77 X1/[; /24A 2G-3/ /K1 N-7:10;6-7 =0-N1;;* 'K101 201 F34/6=41 .2?; ?-3 N27 81/ F-71?*

'./ E97> /FF1K1/6> 564 E97> /FF/K>1M/ D5B >9 2/> E96/B 17L 9F K9A=7/L 5 96/S96S96/ K96M/=75>196G J/[; 67/101;/678p 67 F20A1/678 j 27< J7/1071/ F20A1/678 ;=1N696N244? j .1 <1:10?/K678 =-;;6G41 /- 2:-6< K3F27 67/102N/6-7* M1 /0? /- \3F= /K0-38K 244 -9 /K1;1 K--=; 27< F2;/10 /K1;1 7120 6F=-;;6G41 20/ 9-0F;* '- 2 <18011E .1 9-N3; -7 N029/678 =1091N/ ;241; =01;17/2/6-7; 67 =067/ 27< -7 :6<1- /- 2:-6< -71U-7U-71 N-7:10;2/6-7;p G3/ 69 ?-3 <- 2 -71U-7U-71 N-7:10;2/6-7 6/[; 46A1 /K1 12;61;/ =0-N1;; 67 /K1 .-04<* #1V/ 6; /K1 ;241; 41//10E /K17 /K1 9-44-.U3= ;1`317N1E /K1 :6<1- ;241; 41//10 27< 2 =61N1 -9 <601N/ F264* h-30 -9910 ;/03N/301 6/;149 K2; 27 6F=2N/ -7 /K1 N-7:10;6-7 =0-N1;;* >4-8 =-;/; N27 2N/3244? G1 =20/ -9 /K1 N-7:10;6-7 =0-N1;;*

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! "#$%&'

) *+% QJ

'K2/ F2? ;-37< ;/02781 G3/E 69 ?-3[01 92F64620 .6/K F? ]'0627841 -9 '03;/^ F1/K-<-4-8?E G4-8 =-;/; N27 ;144 46A1 N02T? .K641 ;/644 <146:10678 8--<.644* The Triangle of Trust is simple. You make

a

video

about

something

you’re selling and you put it on your blog. The video does the selling for you, and there can be a link to the sales letter or order form below it. Then you simply send out an email telling them about your recent video blog post.

M1 ;/20/ .6/K F2871/6N =-;6/6-7678 /K0-38K =01U902F678p .1 ;-9/17 /K1F 3= /K0-38K 67<-N/0672/6-7 27< /K17E 69 .1 <- /K2/ =0-=104?E -30 N-7:10;6-7 =0-N1;; N27 ;-F1/6F1; G1 K-006G41 27< .1[44 ;/644 81/ /K1 ;241*

'./ X>/5:>. [94/ F9= !96M/=7196 J .27/ /- .24A ?-3 /K0-38K 1V2N/4? .K?E G3/ 41/ F1 ;K-. ?-3 K-. .1 <- 244 -9 /K6; 67 ;/124/K F-<1 960;/*

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! "#$%&'

) *+% QN

M1 .27/ /- ;/20/ .6/K /K1 8-24 -9 1991N/6:1E 12;? N-7:10;6-7 G1678 -30 17< 01;34/ K101* M1[01 8-678 /- 8- /K0-38K /K6; 2; 69 .1[01 3;678 N141G06/? 23/K-06/? =-;6/6-7678* M1 ;/20/ -3/ G? =01U902F678 /- 1;/2G46;K /K1 N141G06/? 27< 23/K-06/? =-;6/6-7678* 'K1 71V/ /K678 .1 <- 6; .1 1<3N2/1 /K1F 67 -30 67<-N/0672/6-7 F2/10624;p .1 1<3N2/1 /K1F /- 930/K10 1;/2G46;K /K1 23/K-06/? =-;6/6-7678 ;- /K2/ /K1? N27 N-F1 67 /K67A678E ]"KE /K6; 83? 6; 92F-3; 9-0 244 A67<; -9 ;/399*^ 'K17 /K1? N-F1 67 27< .1 ;/20/ =0-:6<678 :2431 27< 1<3N2/678 /K1F*

8./6 B9A /4AK5>/L >./ C=516 5A>9E5>1K5::B 577AE/7 5A>.9=1>BG C- .1 N27 .06/1 2 G--Ap /K1 G--A N27 G1 2 N-F=41/1 K-0;1;K6/E G3/ /K1 =1-=41 .K- 012< /K1 G--A ;2?E ]"KE /K6; 83? F3;/ A7-. K1R; /24A678 2G-3/* ,1R; 27 23/K-06/? -7 /K1 ;3G\1N/E K1 .0-/1 /K1 G--A^E 068K/e M144E /K2/R; /K1 ;2< /03/K* 5-0/372/14?E F-;/ G--A; 201 2NN302/1 G3/ F27? -9 /K1F 201 7-/* C- 1<3N2/6-7 N012/1; 2 ;17;1 -9 23/K-06/?* 530/K10678 /K6; =0-N1;;E .1 178281 .6/K /K1F /- 1;/2G46;K 8--<.644E <1;601 27< /03;/* 'K1;1 /K011 201 =20/ -9 67<-N/0672/6-7 27< .1 F-/6:2/1 27< 67;=601 /K1F /- 01/267 -30 =-;6/6-7678 27< N012/1 F-01 4-?24/? .6/K /K1F* JR44 86:1 ?-3 27 1V2F=41 -9 /K2/* "71 67<-N/0672/6-7 1F264 J ;17/ K2< /K1 ;3G\1N/ 4671E ]J G1461:1 67 ?-3E^ 27< /K1 1F264 <6<7R/ ;144 27?/K678*

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! "#$%&'

) *+% QO

'K101 .2; 7- 467A 67 /K1 1F264* J/ .2; /144678 /K1 ;/-0? 2G-3/ K-. F? 42/1 8027<92/K10 3;1< /- /144 F1 /K2/ J N-34< <- 27?/K678 /K2/ J .27/1< /- <- 69 J .-0A1< K20
JR44 /144 ?-3E /K2/ 1F264 6; /K1 -71 -9 /K1 F-;/ 6F=2N/934 1F264; JR:1 1:10 ;17/* 'K2/ .2; ?120; 28- 27< J ;/644 K2:1 =1-=41 /24A678 2G-3/ 6/ /- /K6; <2?*

#/M/= A64/=/7>1E5>/ E9>1M5>162 564 167I1=162 >9 =/>516 I971>196 564 K=/5>/ :9B5:>BG J/R; 24;- 2 8--< /K678 /- <-p 6/ 9114; 8--< /- F2A1 ;-F1-71 K2==?* h-3 A7-.E \3;/ ;=012< =-;6/6:6/? 67 /K1 .-04<* M-34<7R/ ?-3 28011e 567244?E /- 26< 67 1991N/6:1 N-7:10;6-7E 244 -9 /K1;1 /K678; J \3;/ F17/6-71< 201 <1;6871< /- =344 /K2/ =0-;=1N/ /- ?-3 67;/12< -9 =3;K678 ?-30 =0-<3N/; 27< ;10:6N1; -7 /K1F* #-.E 2G-3/ N-7:10;6-7E K101R; /K1 92N/* 'K1 930/K10 01F-:1< 90-F ?-30 N-7:10;6-7 =0-N1;; ?-3 201E /K1 F-01 N-F=41V 6/ F3;/ G1* &1F1FG10 J ;26
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! "#$%&'

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C- .1 G364< 244 /K1;1 N-F=41V F2NK671; G2;6N244? /- 17867110 2 ;241 .6/K-3/ 3; K2:678 /- <124 .6/K 27?G-
'./ )9D/= 9F )=/SF=5E162 564 3649K>=165>196 #-.E

2<:27N678

-7.20<;E

27-/K10 92N/* h-30 =01U902F678 27<

Your pre-framing and

67<-N/0672/6-7 199-0/; K2:1 F-01

indoctrination efforts have more

1991N/ -7 ?-30 N-7:10;6-7 /K27 244

effect on your conversion than all

/K1 /06NA; 27< /2N/6N; N-FG671<*

the tricks and tactics combined.

h-3 N27 3;1 /K1 01< G3//-7 -0 /K1 G431 G3//-7 -0 NK2781 /K1 K12<4671; 244 ?-3 .27/* J/R; 8-678 /- 86:1 ?-3 ;-F1 67N01F17/24 G17196/* >3/a

Z9A D1:: .5M/ C=/5;>.=9A2. :/M/: K.562/ D./6 B9A E57>/= I=/SF=5E162 564 1649K>=165>196G J7 92N/E J .644 2F17< /K2/ ;/2/1F17/* J <-7R/ G1461:1 ?-3 K2:1 /- F2;/10 6/* J G1461:1 ?-3 N-34< <- 6/ K249U2;;1< 27< ;/644 K2:1 G012A/K0-38K 41:14 NK2781 G1N23;1 7-G-
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! "#$%&'

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M1R01 244 67 /K1 ;2F1 F20A1/=42N1* M1 ;11 .K2/ 1:10?G-
J/R; 7-/ /K2/ K20< /- G1 <6991017/*

!

J/R; 7-/ /K2/ K20< /- G1 G1//10*

JRF 67:6/678 ?-3 068K/ 7-. /- 06;1 3= 27< G1 G1//10* #-. 41/ F1 =0-:1 244 /K6; ;/399 j K-. 6F=-0/27/ =01U902F678 27< 67<-N/0672/6-7 6;E 27< K-. 6/ 2991N/; /K1 N-7:10;6-7 =0-N1;;*

'./ *62/:165 j9:1/ '/7> J /K67A @7814672 n-461 6; /K1 ;1N-7< F-;/ G123/6934 .-F27 67 /K1 .-04
, -./0 12345 6724

! "#$%&'

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C- 69 K10 =0-F6;1 .2;E ]J .27/ /- <146:10 /K1 1V=10617N1 -9 ?-3 G1678 .6/K 2 G123/6934 .-F27E^ ;K1 N27 <- 6/ \3;/ 46A1 /K2/* J9 J =0-F6;1 ?-3 JRF 8-678 /<146:10 /- ?-3 8--< 2<:6N1 -7 N3;/-F10 2N`36;6/6-7E J N27 <- 6/ \3;/ 46A1 /K2/* J9 ?-3R01 8-678 /- =0-F6;1 ?-30 F20A1/=42N1 /K2/ ?-3 N27 <146:10 /- /K1F /K6; N10/267 1V=10617N1 27< /K6; N10/267 ;10:6N1E ?-3 N27 <- /K2/* &68K/e C-E .1R:1 244 8-/ /K2/ 8-678 9-0.20123/6934 Z1-=41E 67 /K1 .-04<* !42;;6N =01U902F678E N42;;6N =-;6/6-7678* #-.E 41/R; /24A 2G-3/ @7814672 n-461 /0?678 /- 81/ 2 <2/1* ,-. K20< <- ?-3 /K67A 6/ .-34< G1 9-0 K10 /- 81/ 2 <2/1 69 /K6; .2; /K1 ;241; 41//10 ;K1 ;17/ /- 2 46;/ -9 f++ G6446-72601;e X1/R; ;2? .1 K2:1 f++ G6446-72601 14686G41 G2NK14-0 F17p :10? =-.10934E :10? <6;N107678 F17* , -./0 12345 6724

! "#$%&'

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,-. K20< <- ?-3 /K67A 6/ .-34< G1 9-0 K10 /- 81/ 2 <2/1 69 ;K1 ;17/ /K6; 41//10 /- /K1Fe Dear Peckerheads, Which one of you losers wants to buy me gifts, take me around the world on luxurious adventures and cater to my every whim? You

need

to

let

me

know

in

the

next

12

seconds

or

forget about it. Hurry up, dammit! Angelina

J 832027/11 ?-3E 2; ;301 2; /K1 ;37 .644 06;1 /-F-00-.E /K2/ K10 01;=-7;1 02/1 90-F /K2/ 41//10 .-34< G1 G1//10 /K27 \3;/ 2G-3/ 27?/K678 ?-3 -0 J N-34< 1:10 N012/1 9-0 -30 -.7 2<:10/6;678* MK?e !

>1N23;1 -9 K10 =-;6/6-7678*

!

>1N23;1 -9 /K1 67<-N/0672/6-7*

!

>1N23;1 -9 K10 =01U902F678*

'K1;1 G6446-72601 <3<1; N27 =0-G2G4? K2:1 .K2/1:10 G123/6934 .-F27 67 /K1 .-04< /K2/ /K1? .27/ 2; <2/1;E G3/ @7814672R; ;=1N624* CK1R; -7 F282T671 N-:10;p 6/ ;2?; 068K/ K101 67 /K1 F282T671 /K2/ ;K1R; /K1 C1V61;/ M-F27 @46:1* 'K2/ G364<; 3= 244 F27710 -9 67/067;6N :2431*

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! "#$%&'

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#-. J K2==17 /- /K67A /K2/ @7814672 6; 2 :10? G123/6934 423/ /K2/ 6; 2 N42;;6N 1V2F=41 -9 K-. /K6; .-0A;* M1 N27 17867110 /K6;* J /0? /- <01;; 46A1 @7814672 n-461 ;-F1/6F1;* J/ <-1;7R/ 8- -:10 2; .144 2; J .27/ 6/ /-P >3/ 67 -/K10 2012; -9 F20A1/678 27<

In marketing, we can cause the same type of

;241;E .1 N27 N23;1 /K1 ;2F1 /?=1 -9 N-F=4627N1 .6/K -30 =0-;=1N/;*

compliance with our prospects.

"9 N-30;1E .1 .-34< 71:10 .27/ /F6;/012/ ;-F1-71 46A1 /K6; 41//10 ;3881;/; G3/ .1 N27 G364< 3= K381 <1F27< 27< 67/067;6N :2431* M1 <-7R/ 1:17 K2:1 /- G1 F2;/10 2<:10/6;10; 27< N-=?.06/10; 67 -0<10 /- F2A1 /K1 ;241 69 .1 <- /K1 -/K10 ;/1=; =0-=104?*

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!96M/=7196 17 *:79 36K=/57/4 >.=9A2. )=9K/77 #-. .1 A7-. /K2/ N-7:10;6-7 6; F2<1 12;610 /K0-38K 67/067;6N :2431E <1=4-?1< G? =-;6/6-7678 27< ;=1N696N244? =01U902F678 27< 67<-N/0672/6-7* >3/ 6/ 6; 24;- F2<1 12;610 -9 N-30;1E /K0-38K =0-N1;;* #-.E 7-/6N1 JR:1 3;1< /K6; 42;/* M1 1;/2G46;K1< =-;6/6-7678E .1 /24A1< 2G-3/ =0-F-/6-7 27< 7-. .1R01 /24A678 2G-3/ =0-N1;;*

JR:1 <-71 /K6; 42;/ G1N23;1 67 F? -=676-7 6/R; /K1 412;/ 6F=-0/27/*

)=9K/77 17 D.5> /M/=BC94B F9KA7/7 96L CA> 1>k7 =/5::B >./ :/57> 1EI9=>56>G Z0-N1;; 6; K-. 244 /K1 F-:678 =20/; 96/ /-81/K10 j <- ?-3 3;1 /K1 01< G3//-7 -0 /K1 G431 G3//-7p K-. 6; ?-30 -=/U67 =281 426< -3/E 1/N*e h12KE 6/R; 6F=-0/27/ G3/ 6/R; 7-/ 71204? 2; 6F=-0/27/ 2; /K1 -/K10 ;/399* C-E 41/ F1 86:1 ?-3 27 1V2F=41 -9 2 :10? 1991N/6:1 N2F=2687 <-71 01N17/4?* J =0-F6;1< /- /2A1 ?-3 G1K67< /K1 ;N171; -9 ;-F1 01N17/ ;/399 K101E ;- JRF 8-678 /- <- /K2/ 068K/ 7-.* JRF 8-678 /- \3;/ .24A ?-3 /K0-38K /K6; /- ;K-. ?-3 244 /K6; ;/399 <1=4-?1< 67 ;1F6U0124 /6F1* 'K6; K2==171< :10? 01N17/4?* , -./0 12345 6724

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560;/ -9 244E J 027 2 N2F=2687 27< J <1N6<1
#3FG10 -71 6;E J .27/ /- G1 =10N16:1< 2; <6991017/ 90-F ]/K1F*^ J7 /K6; N2;1E /K1 ]/K1F^ 6; 244 /K1 -/K10 67/1071/ F20A1/678 83?;* &68K/ 7-.E /K101 201 F27? -9 /K1F* _? 90617<; 201 <1468K/934 =1-=41E G3/ /K1 .-0;/ /K678 ?-3 N-34< G1 =10N16:1< 2; 67 ?-30 F20A1/=42N1 j 2;6<1 90-F 2 K-006G41 =10;-7 j 6; \3;/ 27-/K10 ]G427A*^ C-E /K1 .-0;/ /K678 J N-34< G1 =10N16:1< 2; 6; \3;/ 27-/K10 F20A1/10E 068K/e n3;/ 27-/K10 67/1071/ 83?* h-3 <-7R/ .27/ /K2/* C- J 6FF1<62/14? .27/1< /- <6991017/62/1* >68 <124 9-0 F1E 068K/e @7< .K2/1:10 6; 2 G68 <124 9-0 ?-3 6; -A2?* JRF \3;/ 86:678 F? =10;=1N/6:1 -7 /K6; =20/6N3420 N2F=2687E JRF 7-/ /144678 ?-3 ;-F1/K678 /- 2<-=/* @4/K-38KE <6991017/62/6-7 .2; N06/6N24*

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!57/ X>A4B J ;/20/ .6/K /K1 ZZ! 2< j 27< J 3;1 =01U67<-N/0672/6-7 67 /K6; ZZ! 2<* J7 /K6; N2;1E J 2F 3;678 2 ZZ! 2< -7 52N1G--A /- 2;A 9-0 /K160 2<:6N1E 27< <6;=42? <6991017/62/6-7* C-E JRF G1678 <6991017/ G1N23;1 7- -71 1:10 2;A; =1-=41 9-0 K14= 67 27 2<* 'K1?R01 24.2?; 46A1E ],1?E N-F1 K101 27< 81/ F? ;/399 G1N23;1 JRF 2.1;-F1*^ M144E /K6; 6; /K1 =-420 -==-;6/1 -9 /K2/*

3EE/415>/:BL >.5> 17 K96M/B162 564 I=/SF=5E162 >./ I971>196162 >.5> U=56; l/=6 17 69> iA7> 569>./= E5=;/>162 2ABG 'K1 92N/ /K2/ JRF 2N/3244? 2;A678 /K1F 2 `31;/6-7 27< 2;A678 /K160 2<:6N1 9-0 ;-F1/K678 ;K-.; /K2/ J 2N/3244? 86:1 2 <2F7* C- 2 4-/ 6; <-71 \3;/ 67 /K1 2<* n3;/ -71 46//41 ;17/17N1 N27 F2A1 244 /K1 <6991017N1E 068K/e J7 /K6; N2;1E J N-34< ;2? ]5011 &1=-0/ &1:124; ,-. /- D- C/399^ 27< F? .K-41 ;6/32/6-7 .-34< K2:1 G117 <6991017/E G3/ 67;/12< .1 412< .6/K /K6; G1N23;1 6/ .2; G2;1< -7 /K6; 9-0F342 JRF ;K-.678 ?-3* "30 71V/ ;/1= 6; /K1? N46NA -7 /K1 2< 27< /K1? 8- /- 27 -=/U67 =281* , -./0 12345 6724

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'K2/ 6F=461; /K2/ J 2N/3244? N201 j G1N23;1 J <-p -/K10.6;1 J .-34<7[/ 2;A*

8/ 5=/ K=/5>162 >.5> I971>196162 564 I=/SF=5E162 >.5> I971>196162 =12.> >./=/ 96 >./ 9I>S16 I52/G J7N6<17/244?E 7-/6N1 K-. <6991017/ /K2/ 6; 90-F 1:10? -/K10 -=/U67 =281 ?-3R:1 1:10 ;117* J/R; ;6F=4? 2 `31;/6-7* J/R; 7-/ /K1 3;324 ]5011 &1=-0/ &1:124; 2 >68 >17196/^ /K2/ 6; 3;3244? \3;/ 2 G37NK -9 K?=1* J/ 6; G2;6N244? K-. N27 J ;10:1 ?-3 G1//10e JRF 67/101;/1<* 'K1? N46NA -7 /K2/ 27< 7-.E /K1?R01 /2A17 /- 27 2N/324 ;30:1?* C-E /K6; 6; N-780317N1* "7 /K1 ;30:1? O;-00? 6/[; G4300? ;- ?-3 .-7[/ G1 2G41 /- 012< 6/ 244Q .101 0124 `31;/6-7; 46A1W

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W(./ /
C- .K2/ <-1; 244 -9 /K6; <-e 'K6; 930/K10; /K1 =-;6/6-7678 /K2/ 5027A B107 2N/3244? 86:1; 2 <2F7E 27< 5027A B107 N27 K14= F1 81/ .K2/ J .27/* @9/10 /K1? N46NA ];3GF6/^ -7 /K1 ;30:1?E /K1?R01 /2A17 /- /K6; =281 27< /K6; =281 86:1; /K1F ;-F1/K678* J7 /K6; N2;1E 6/ ;K-.; /K1F

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01;34/;* J/ /K17 K2; 2 :6<1/12NK678 /K1F -71 -9 /K1 G1;/ .2?; /K2/ J A7-. /- 2NK61:1 ;-F1 -9 /K1 8-24; /K1? ;26< /K1? .27/1< /- 41207 2G-3/ -7 /K1 ;30:1?* J7 <-678 244 -9 /K2/E 6/ 6; N-7:1?678 /K2/ -/K10 =61N1 -9 =-;6/6-7678E .K6NK 6; /K2/ 5027A B107 N27 2N/3244? K14= F1 81/ .K2/ J .27/*

0/F9=/ >./B .5M/ 56B 5C1:1>B >9 /M/6 K96714/= CAB162 56B>.162 F=9E E/L 5:: 9F >./7/ >. /7/ >.1627 5=/ 1EI:56>/4G 1EI: 56>/4G @7< J \3;/ <-7R/ N-F1 -3/ 27< ;2? 6/p J 2N/3244? <1F-7;/02/1 6/ /K0-38K 2N/6-7* 'K2/R; -71 -9 /K1 01244?E 01244? G68 /2A12.2?; K101* , -./0 12345 6724

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'./ )=9K/77 564 &/7A:>7 J/ /2A1; 2 4-/ -9 =61N1; /- F2A1 2 N-7:10;6-7 F1NK276;F 2N/3244? N-F=41/1* Z1-=41 /K67A 2G-3/ 12NK 67<6:6<324 =61N1p J 24.2?; .27/ ?-3 /- 4--A 2/ 6/ ;?71086;/6N244?* !

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'K1 :6<1- <146:101< :2431E G364/ 8--<.644E 1<3N2/1< 27< 67;=601< F? =0-;=1N/; 27< F2<1 ;241; 2/ /K1 02/1 -9 )*Ho*

C-E K101R; .K2/ 244 -9 /K6; F127;* J ;=17/ b+*cg =10 ;30:1? /2A17 j 27
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C- 69 J ;3G/02N/ /K2/ bcg K20< N-;/E 90-F /K1 ;241; G0-38K/ 67E A2G4222FP J F2<1 bY)I*L+ 71/ =0-96/ =10 H++ ;3G;N06G10; /K2/ N2F1 67 /K0-38K /K6; G68 N-7:10;6-7 F1NK276;F* JRF ;K-.678 ?-3 /K6; /- <1F-7;/02/1E 7-/ \3;/ /144 ?-3E G3/ /- <1F-7;/02/1 /K1 6F=-0/27N1 27< 0142/6:1 12;1 -9 F2A678 /K6; .-0A 69 ?-3 /2A1 /K1 /6F1 /- /K67A 6/ /K0-38K* #-71 -9 /K6; .2; 927N?E -A2?e J F127 ;106-3;4?* X--A 2/ K-. ;6F=41 /K1 -=/U67 =281 .2;p /K101 .2; 7- =6N/301E /K101 .2; 7-/K678* 'K1 ;30:1?E 7-/K678 /- 6/* 'K1 :6<1-E 6/R; F1 /24A678 -7 /K1 N-F=3/10 F6N0-=K-71 .K641 JRF =01;;678 /K1 ;=2N1G20 -7 /K1 B1?7-/1 =01;17/2/6-7* J K-;/1< /K1 =281; -7 412<=281;*71/ j 2 8012/ 46//41 =42/9-0F 9-0 G364<678 -=/U67 =281; 27< ;/399* J 8-/ =26< bY)I*L+ 71/ =0-96/ 9-0 1:10? H++ ;3G;N06G10; /K2/ N2F1 67 /K0-38K /K6; 937714* Z01//? 8--

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).57/ ,@ 8.5> V5II/6/4 #/H> @9/10 1:10?-71 8-/ <-71 /2A678 /K1 ;30:1? 27< J 8-/ 244 /K2/ <2/2E J <6< 27-/K10 K249 -9 /K1 1`32/6-7* J ;17/ /K6; 1F264 /- 1:10?G-
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'K6; =281 K2< /K1 :6<1- 2; =0-F6;1< 27< 6/ 24;- 82:1 /K1F /K1 2G646/? /- -=/U 67 /- 81/ F-01 9011 /0267678* @8267E 6/[;W 86:1E 86:1E 86:1E 86:1p 67<-N/0672/1E 67<-N/0672/1E 67<-N/0672/1* C- 67 /K1 :6<1- JRF 67<-N/0672/678E JRF /12NK678* J[F N-7/673678 /- 86:1 27< <146:10 :2431* @7< JRF 86:678 /K1F 1V2N/4? .K2/ 6/ 6; /K1? 2;A1< 9-0 67 /K1 ;30:1?* @8267 /K2/ 6; N-780317/ .6/K /K1 84-G24 <1;601< =-;6/6-7 /K2/ J .27/E .K6NK 6; ]5027A B107 86:1; 2 <2F7^ 27< ]5027A B107 6; <6991017/^ 27< ]5027A B107 .644 2N/3244? K14= F1*^ C-E -7N1 /K1? <6< /K2/E 69 /K1? NK-;1 /- 01N16:1 F-01 9011 /0267678 G? ;6F=4? 17/10678 /K160 72F1 27< 1F264 2<<01;;E 29/10 /K1? 17/101< /K160 1F264 2<<01;; J 82:1 /K1F 1:17 F-01 ;/399*

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3F B9A D56> >9 4=5E5>1K5::B 16K=/57/ B9A= =/M/6A/ 564 i916 >./ ?mL B9A 6//4 >9 =/>.16; D.5> I=9K/77 =/5::B 17G J7N6<17/244? 7-71 -9 /K6; .2; K20<* J/ /--A F1 46A1 2 <2? /- <- /K6;* @/ /K1 17< -9 /K1 <2?E J 8-/ /.- 427<678 =281;E 2 ;30:1? 27< 2 :6<1- =281* #-/ /K2/ K20<* C- .K2/ 201 /K1 /-/24 ;241; 90-F G-/K -9 /K1;1 =K2;1;e J7N6<17/244? /K6; 6; 244 -71 G68 =0-N1;;W =K2;1 -71 27< =K2;1 /.- /K2/ J \3;/ .24A1< ?-3 /K0-38K* M144E /-/24 ;241; 201 bLLEd)+*++* "A2?e 'K2/ 6; .K? ?-3 01244? 711< /- 37<10;/27< /K2/ =0-N1;; F2//10;* @7< .K2/ F2A1; =0-N1;; .-0A G1;/ 6; .K17 6/ 6; N-780317/ .6/K F267/267678 ?-30 84-G24 <1;601< =10N1=/6-7 -0 =-;6/6-7*

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'K1 C30:1? X1;;-7 $CX O$6<1- C241; X1//10Q N-7:10/1< 2/ Y*)o* &6<6N34-3;* J/ .2;7R/ 1:17 2 K20< =6/NK* @7< /K17 /K101 201 F-01 =61N1; /- /K1 =3TT41* 'K-;1 :10? =1-=41 .101 67:6/1< /- 2 .1G6720 27< 2/ /K1 17< -9 /K6; .1G6720 /K101 F68K/ G1 2 N-F=41/14? 370142/1< =6/NK 9-0 2 /67? 80-3= N-7;34/678 =0-802F* C-E .1 K2:1 ?1/ /- ;11 K-. 6/ 34/6F2/14? =27; -3/ G3/ \3;/ /K67A 2G-3/ /K6;* MK2/ 69 7-G-
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'./ 012 X/K=/> >3/ K101R; /K1 G68 ;1N01/ 20-37< /K6; ;/399* MK2/ J 2N/3244? <6< .6/K /K2/ .K-41 =0-F-/6-7 J .24A1< ?-3 /K0-38K .2; /K6;W

3> D57 69> iA7> 5 I=9E9>196n 3 K=/5>/4 56 577/> F9= EB CA716/77 564 EB C=564G 'K2/ 6; 27 2;;1/ /K2/ .644 N-7/6731 /- =3/ -3/ /K1 .-0< 9-01:10* J9 2 =0-F-/6-7 .-0A; -71 /6F1E NK27N1; 201 6/ .644 A11= .-0A678

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9-0 2 4-78 /6F1* 5-0 1V2F=41E .K2/ 69 J /-4< ?-3 J K2:1 3;1< /K6; :10? ;2F1 ;/03N/301 67 /K1 =2;/E 27< .K2/ 69 J /-4< ?-3 /K2/ 6/; 01;34/; K2< G117 24F-;/ 6<17/6N24 1:10? ;67841 /6F1 9-0 /K011 ;/0268K/ ?120; 67 2 0-.e M6/K /K2/ 67 F67< 4-86N ;/2/1;E ],1?E 71V/ /6F1 J 711< LL 8027< 27< N-37/678 27< ;-F1 8--<.644E J N27 <1=4-? /K6; 1V2N/ ;2F1 2;;1/ 27< 1V=1N/ /K1 :10? ;2F1 01;34/*^ 'K1 G1;/ =20/ -9 /K1 .K-41 /K678 6; 6/ <6<7R/ N-37/ 2; 2 =6/NK 2/ 244* JRF <146:10678 :2431* J9 ;-F1-71 412:1; G19-01 J 1:17 81/ 2 NK27N1 /- F2A1 27 -9910 /- /K1FE J 9114 =01//? 8--< A7-.678 /K2/ J =0-G2G4? K14=1< /K1F 2 4-/* @7< /K2/R; 8012/* >1N23;1 J <-7R/ 01244? K2:1 /- ;144 /K2/ F3NK ;/399* #16/K10 <- ?-3 69 .1 9-N3; -7 /K1 /-= -9 /K1 F20A1/=42N1 27< 2//02N/ /K1 =1091N/ =1-=41 /K0-38K =-;6/6-7678 27< 67<-N/0672/6-7 27< =01U902F678E 1/N* , -./0 12345 6724

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Most folks only focus on,

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“What can I sell today to

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meet my income goals?”

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&6NK 83?; <146G102/14? 17867110 Rich guys deliberately

1:10?/K678 /K1? <- ;- /K2/ 6/ 8-1; 90-F G1678 2 -71U-99 =0-F-/6-7 /- 27 2;;1/ /K2/

N27

N-7/673-3;4?

27<

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engineer everything they do so that it goes from being a one-off promotion to an asset.

?-3 F-71? 2; 2 01;34/* C- .K2/ JRF /144678 ?-3 27< .K2/ JRF 2;A678 ?-3 /- <- 6; /- F2A1 /K1 ;K69/ 27< 7-/6N1 2; ?-30 G3;671;; <02F2/6N244? 67N012;1;* J 960F4? G1461:1 /K2/ ?-3 N27 <-3G41 69 7-/ /06=41 -0 `32<03=41 ?-30 G3;671;; G? F2A678 /K6; /?=1 -9 ;K69/* D-7R/ /K67A 2G-3/ /K1 -==-0/376;/6N -71U-99 46//41 =0-F-* D-7R/ G1 /K67A678 2G-3/ ],-. N27 J .06/1 2 G1//10 K12<4671e^ 'K2/R; _6NA1? _-3;1 ;/399* 'K2/R; .K2/ F? 8027<92/K10 3;1< /- N244 ;/399 /K2/ .2;7R/ N--4* ,1 3;1< /- ;2? ]C-7E /K2/R; \3;/ 2 G37NK -9 _6NA1? _-3;1 G344;K6/*^ M144E /K2/R; .K2/ K1 .-34< ;2? 2G-3/ /K2/ /?=1 -9 /K67A678* ,101[; .K2/ J .27/ ?-3 /- /K67A 2G-3/ 67;/12
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I structured the business so I only “have to” work from nine to noon three

8-/ /- <- ;/399 -7 /K1;1 <2?;E G3;671;; K-30;*

days a week.

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"7N1 J <6< /K2/E J ;/20/1< <146G102/14? 01244?E 01244? 81//678 9-N3;1< -7 /K1 3;1 -9 F2871/6N =-;6/6-7678 27< ;144678 /- 2//02N/ 27< N-7:10/ -74? K68KU=2?678 8--< N3;/-F10;* J <1N6<1< /- 412:1 1:10?-71 14;1 /- F? ]N-F=1/6/6-7^* 'K2/R; .K? ?-3 <-7R/ ;11 F1 <-678 /K1 2996462/1 /K678 27< /K2/R; .K? ?-3 <-7R/ ;11 F1 ;144678 46//41 =0-<3N/;E 3741;; 6/R; 2 -71U-99 /K678 46A1 J ;K-.1< ?-3 67 /K6; 42;/ =0-N1;;* "/K10 /K27 /K2/E J \3;/ <-7R/ <- 6/* 'K101R; 2 012;-7 9-0 /K2/W

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