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Itdoesn’ttakelongtogetagoodfeelforthepotentialofcloudcomputingandhowitcanofferreadyaccesstoentirelynewbusinesscapabilitieslessexpensiveITresourcesandunrivaledflexibilityforbusinessesofeverysize.Sincebecomingahottopicearly2008asmajorvendorsincludingtopfirmssuchasAmazonGoogleandMicrosoftjumpedonthebandwagonwithawide-rangeofofferingscloudcomputinghasconsistentlystayedontheindustry’sradar.Withleadingcompaniesstilljoiningthemovement—includingIBMHPandSalesforce—cloudcomputinghasmovedfromacottageindustrytooneofthebiggergrowthareasinthecomputingbusinessjustastheindustryasawholebeginstotakeseriouslumpsfromtherecession.Theonusisnowonbusinessestotakeadvantageofcloudcomputingtocutcostsandbecomemoreagile.Intheprocesstheywillhavesomehardchoicestomake—someintriguingonestoo—iftheywanttoaccessthemanyadvantagesthatcloudcomputingplatformscanprovide.Therearealsosomenon-trivialchallengesinvolvedinadoptingcloudcomputingthatmustbewatchedcloselyaswell.Theseincludesalonglistofissuessuchasthesecurityandprivacyofbusinessdatainremote3rdpartydatacentersthedreadedconcernsaboutplatformlock-inworriesaboutreliabilityandperformanceandevenfearsaboutmakingthewrongdecisionbeforetheindustrybeginstomature.Howeverinabusinessenvironmentwherechangeisalmostmandatoryinordertosurvivecloudcomputingappearstooffersignificanteconomicbenefitsiftheriskscanbeoffset.HenceoneofthebiggerchallengesITdepartmentswillfacethisyeariswhethertheycantaketheplungewithcloudcomputingquicklyenoughtobenefittheirorganizationsasawhole.PhilWainewrighthascoveredsomeofthemoreinterestingissuesswirlingaroundcloudcomputingoflateincludingthedefaultlock-outthatoccursintheeventofthedemiseofacloudcomputingprovideraswellasthebrewingSLAbattlesbetweenthemajorproviders.Thisunderscoreshewthecloudcomputingspaceiswherethenewplatformwarsareformingandit’ssizinguptobeasbigorbiggerthanearlierones.Thegoodnewsfornow:Inawide-opennewindustrythereisnoclearleadertodayandchoiceprevails.Thisbringsupthesidediscussionofwhatactuallyconstitutescloudcomputingsinceeveryoneseemstobeapplyingthelabeltoanythingthatrunsonthenetwork.IsitWebhostingofyourapplicationcodeIsitasoftwareplatformasanon-demandserviceDoSaaSapplicationscountascloudcomputingTheanswerstoallthesequestionsareaqualifiedyes;theanswerhoversroughlyaroundtheoutsourcingofcomputingofanykindCPUstorageappsetc.usingasharedcostcommodityutilitymodel.Ingeneralyouknowifyou’reinvolvedwithcloudcomputingofsomekindifyou’rereceivingabillforcomputingservicesbeingdoneforyousomewhereelsebutwhichyoucanaccessdirectly.PhilWainewrightholdstheideathat
PhilipMorristheconglomeratethatownsKraftFoodsbutisprobablybestknownforitscigarettesandcostlytobaccolitigationrecentlydecidedtochangeitsnametoAltriatoreflectthediversityofthecompany’sbrands.AndEnronwhichisintheprocessofmovingitscoreenergyassetsoutfromunderthebankruptcyandintoaseparatecompanyislookingforanewnameforthatentity.Therecentnamechangeshighlighttheimportanceforcompaniesofchoosingamonikerthatisrelevantandauthoritativewhilestillbeingcatchyanappealingtoconsumerssaymarketingexperts.Arosebyanyothernamemightsmellassweetbutifacompanychoosesanamethatdoesnotworkthestenchcanhoverforquitesometime.Companiesoftendecidetochangetheirnamesinanefforttorebrandthemselvesafteramergeoraspinoff.ForinstanceAndersenConsultingchangeditsnametoAccentureshortlyafterthatfirmsplitfromparentArthurAndersen—amovethatturnedouttobefortuitousgivenAndersen’stroubles.CompaniesmayalsowanttoreinventthemselvesafterascandalhastarnisheditsnameasEnronisdoing.Orperhapstheysimplywanttogivetheirimageamakeover.Butanewnamethatdoesnotworkcanbeamistakethatcancostcompanycustomerscredibilityandmillionsofdollars.OneexampleoutofBritainlastyearwastheU.K.PostOffice’sdecisiontochangeitsnametoConsignee.ThepostalservicerecentlyrenameditselfonceagaintoRoyalMailInc.cappingoffayearofsteepjobandrevenuefortheentity.Thoughaheftyadvertisingandmarketingbudgetwillhelptomakeanewnamesuccessfulotherfactorssuchasfamiliarityacoherentmessagefromthecompanyandanameinpeople’sminds.WhenU.S.automakerChryslermergedwithGermancompanyDaimlerBenztoformDaimlerChryslerin1998ayearafterthedealthefamiliarityofthenewlymergedcompanydroppedtoascoreof89whenthecompanywasjustcalledChrysler.ThesedaysPWCConsulting’snewMondaytitleiscausingmorethanonebrandexperttoraisetheireyebrowsinpuzzlement.Thecompany’swebsiteproudlyannouncesthatMondayisafleshstartapositiveattitudepartofeverybody’slife.Mondayisarealnameuniversallyunderstoodandeasytoremember.Mondayisconfident.Itstandsforsomething.ToobadtheonlythingMondaystandsforinmostpeople’smindsisthebeginningofaweekfulloftoilanddrudgery.Mondayisnoteveryone’sfavoriteday;it’sjustanoddchoice.Likewithanynameit’sgoingtobewhatwemakeofitsaysPWCConsulting’sspokeswomanWhereassomelookuponitperhapswithdreadweseeitasafleshstartandanewbeginning./ThewordheftyPara.5canbereplacedby
FarmersintheUnitedStatesandaroundtheworldarelikelytofaceseriouschallengesinthecomingdecadesasnewkindsofweathertesttheirabilitytobringusthefoodwealldependon.Theweatherofcoursehasneverbeenexactlydependable—farmershavealwaysbeenatthemercyofthevagariesofsunandrain.Butgeneralweatherpatternshaveatleastbeenbroadlypredictableallowingfarmerstoknowwhentosowtheirseedwhentotransplantwhentoharvest.Asweatherpatternsbecomelessreliablegrowerswillbetestedtodevelopnewrhythmsandsystemsforgrowingcrops.Climatechangeislikelytoimpactdifferentpartsoftheworldinvastlydifferentwaysclimatologistsandagronomistssay.ScientistsatarecentinternationalconferenceinLondonreportedthatwarmingtemperaturescouldleadtosubstantialharvestreductionsinmajorfoodcropssuchaswheatsoyandrice.AndforyearstheWorldBankandothershavebeenwarningthatclimatechangewillbeespeciallyburdensomeonpoorcountriesinthetropicswheresoilqualityisgenerallyinferior.AccordingtoastudyconductedinthePhilippinesforeveryonedegreeCincreaseintemperaturetherewillbea10-percentreductioninyieldsforriceastaplecropforbillionsofpeople.ButhereintheU.S.mostobserversagreeit’sdoubtfulthatclimatechangecouldcauseafoodsecuritycrisis.TheU.S.foodsystem—thoughhighlyconcentratedintermsofownershipandcontrol—isgeographicallyverydiversewhichmeansthatcropscouldbeshiftedtootherareasifnecessary.AlsotheU.S.producessomuchsurplusgrainsforanimalfeedandfoodprocessingthatitwouldtakeenormouscropfailurestocreaterealfoodscarcities.AtleastforresidentsoftheU.S.aclimate-changeinducedfamineisunlikely.Farmersareafamouslyadaptivelotwellaccustomedtoreactingtoforcesbeyondtheircontrol.Theworryamongscientistsisthatiftheagricultureestablishmentdoesnottakeclimatechangeseriouslyenoughitwillbecomemuchmoredifficulttorespondeffectivelywhenweatherdisruptionshit.Easterlingsaysthewindowforfarmerstosuccessfullyadapttonewweatherconditionsisaboutsixtotenyears—thetimeittakesforresearcherstobreednewseedvarietiessuitedforspecificconditions.Whatwouldworryanyoneisifclimatechangestartstoexceedthesystem’sbuilt-inadaptiveresponseeasterlingsays.Amongfarmersandresearchersthereisdisagreementaboutwhichtypesofgrowersclimatechangewillimpactmost—largeagribusinessgrowingoperationsorsmallerfamily-runfarms.Someagricultureindustryobserverssaythatthebiggerfarmerswillhaveanadvantageincopingwithweatherchangesastheywillhavemoreresourcestoswitchtonewcrops.Otherssaythatsincefamilyfarmsusuallygrowawiderrangeofcropstheirbiologicaldiversitywillmakeiteasiertocopewithwhateverchangesoccur.Themostseriousproblemconfrontingthefarmersisthat
Cheerleadersforrenewableenergyarefondofpointingoutthatpatchesofdesertreceiveenoughenergyeachyearfromsunlighttopowertheentireworld.Butfewcouldexplainhowtheconstructionofthemillionsofsolarcellsrequiredtoconvertthatenergyintoelectricitywouldbefinanced.Publicutilitybossesandpolicymakerstendtodismisswindandsolarpowerasnoblebutexpensivedistractionssustainableonlythroughhugesubsidies.Butnewstudiessuggestthatrenewablesmightnotbeasdearasskepticssuspect.InareportthatwasdueoutonJuly6thGreenpeaceanenvironmentalgrouparguesthatpublicutilitieswouldsavemoneybyinvestinginrenewables.Windmillsmaycostmoretobuildthelogicrunsbuttheydonotrequirethepurchaseoffuelunlikecoalorgas-firedpowerplants.ThosefuturefuelcostsGreenpeacesaysmassivelyoutweightheextrainvestmentcostsofrenewables.Ifnuclearpowerwerephasedoutandrenewables’shareofelectricitygenerationrosedramaticallyitcalculatestheaverageannualsavingsbetween2004and2030wouldbe$180billion.Thesefiguresofcourserelyonallsortsofquestionableassumptions.InGreenpeace’spicturethepricesofgasandcoalwillrisedespitestagnatingconsumptionoftheformerandasteepdropindemandforthelatter.ItalsohelpsthatthefutureasGreenpeaceseesitincludesabigdoseofenergyefficiencyalthoughitsbusiness-as-usualprojectionsdonot.Publicutilitiesatanyratemustnotbemakingthesameassumptionssincetheycontinuetoinvestinpowerplantsrunonfossilfuels.Otherstudiesmakeaslightlylesssweepingclaim:thataddingwindpowertotheelectricitynetworkcanreducetheoverallcostofelectricity.Thecostofproducingwindpowerisalmostnothingsincethefuel—wind—isfree.Soonawindydaythecheapestpowercomesfromwindturbines.Thatpowerinturndisplaceselectricitygenerationfromsourceswithhigherfuelcostssuchasgas-firedplants.Sopowerpricestendtofallwhenthewindisblowing.NuonaDutchutilitycalculatesthatin2005theaveragepowerpriceonthelocalspotmarketwasoverEuro45permegawatthourwhentherewasnowindbutunderEuro30whentheaveragewind-speedtopped13metrespersecond.ResearchersinDenmarkhavegoneastepfurtherandputavalueonthiseffect.Theybelievethatwindpowersaved1billionkroner$167moffDanishelectricitybillsin2005.OntheotherhandDanishconsumersalsopaid1.4billionkronerinsubsidiesforwindpower.ButthisyearreckonsRuneMoesgaardoftheDanishWindIndustryAssociationwindpowerwillactuallysaveconsumers’moneyforthefirsttimeasthebenefitsresultingfromlowerpowerpricesoutweighthefallingcostofthesubsidy.ItcanbeinferredfromParagraphs1-2that
PhilipMorristheconglomeratethatownsKraftFoodsbutisprobablybestknownforitscigarettesandcostlytobaccolitigationrecentlydecidedtochangeitsnametoAltriatoreflectthediversityofthecompany’sbrands.AndEnronwhichisintheprocessofmovingitscoreenergyassetsoutfromunderthebankruptcyandintoaseparatecompanyislookingforanewnameforthatentity.Therecentnamechangeshighlighttheimportanceforcompaniesofchoosingamonikerthatisrelevantandauthoritativewhilestillbeingcatchyanappealingtoconsumerssaymarketingexperts.Arosebyanyothernamemightsmellassweetbutifacompanychoosesanamethatdoesnotworkthestenchcanhoverforquitesometime.Companiesoftendecidetochangetheirnamesinanefforttorebrandthemselvesafteramergeoraspinoff.ForinstanceAndersenConsultingchangeditsnametoAccentureshortlyafterthatfirmsplitfromparentArthurAndersen—amovethatturnedouttobefortuitousgivenAndersen’stroubles.CompaniesmayalsowanttoreinventthemselvesafterascandalhastarnisheditsnameasEnronisdoing.Orperhapstheysimplywanttogivetheirimageamakeover.Butanewnamethatdoesnotworkcanbeamistakethatcancostcompanycustomerscredibilityandmillionsofdollars.OneexampleoutofBritainlastyearwastheU.K.PostOffice’sdecisiontochangeitsnametoConsignee.ThepostalservicerecentlyrenameditselfonceagaintoRoyalMailInc.cappingoffayearofsteepjobandrevenuefortheentity.Thoughaheftyadvertisingandmarketingbudgetwillhelptomakeanewnamesuccessfulotherfactorssuchasfamiliarityacoherentmessagefromthecompanyandanameinpeople’sminds.WhenU.S.automakerChryslermergedwithGermancompanyDaimlerBenztoformDaimlerChryslerin1998ayearafterthedealthefamiliarityofthenewlymergedcompanydroppedtoascoreof89whenthecompanywasjustcalledChrysler.ThesedaysPWCConsulting’snewMondaytitleiscausingmorethanonebrandexperttoraisetheireyebrowsinpuzzlement.Thecompany’swebsiteproudlyannouncesthatMondayisafleshstartapositiveattitudepartofeverybody’slife.Mondayisarealnameuniversallyunderstoodandeasytoremember.Mondayisconfident.Itstandsforsomething.ToobadtheonlythingMondaystandsforinmostpeople’smindsisthebeginningofaweekfulloftoilanddrudgery.Mondayisnoteveryone’sfavoriteday;it’sjustanoddchoice.Likewithanynameit’sgoingtobewhatwemakeofitsaysPWCConsulting’sspokeswomanWhereassomelookuponitperhapswithdreadweseeitasafleshstartandanewbeginning./Fromthepassageweknowthatallofthefollowingsarethecausesofacompany’snamechangeexcept
Biologistshavemadealotofprogressinunderstandingageing.Theyhavenothoweverbeenabletodomuchaboutslowingitdown.Apieceofworkreportedinthisweek’sNaturebyDarrenBakerthoughdescribesanextraordinaryresultthatpointstoawaytheprocessmightbeimproved.DrBakerhasshown—inmiceatleast—thatageingbodycellsnotonlysufferthemselvesbutalsohaveadverseeffectsonotherwisehealthycellsaroundthem.Ifsuchageingcellsareselectivelydestroyedtheseadverseeffectsgoaway.ThestorystartswithanobservationthatsenescentcellsoftenproduceamoleculecalledP16INK4A.DrBakergeneticallyengineeredagroupofmicethatwerealreadyquiteunusual.Theyhadaconditioncalledprogeriameaningthattheyagedmuchmorerapidlythannormalmice.TheextratweakheaddedtotheDNAofthesemicewasawayofkillingcellsthatproduceP16INK4A.Hedidthisbyinsertingintotheanimals’DNAnearthegeneforP16INK4Aasecondgenethatwasbecauseofthisproximitycontrolledbythesamegeneticswitch.ThissecondgeneactivatedwheneverthegeneforP16INK4Awasactiveproducedaproteinthatwasharmlessinitselfbutwhichcouldkillthesenescentcellsbythepresenceofaparticulardrug.Theresultswerespectacular.Micegiventhedrugeverythreedaysfrombirthsufferedfarlessage-relatedbody-wastingthanthosewhichwerenot.Theirmusclesremainedplumpandeffective.Andtheydidnotsuffercataractsoftheeye.Theydidthoughcontinuetoexperienceage-relatedproblemsintissuesthatdonotproduceP16INK4Aastheygetold.Inparticulartheirheartsandbloodvesselsagednormally.Forthatreasonsinceheartfailureisthemaincauseofdeathinsuchmicetheirlifespanswerenotextended.RegardlessofthebiochemicaldetailsthemostintriguingthingDrBaker’sresultprovidesisanewwayofthinkingabouthowtoslowtheprocessofageing—andonethatworkswiththegrainofnatureratherthanagainstit.Actuallyeliminatingsenescentcellsmaybealogicalextensionoftheprocessofshuttingthemdownandthusmaynothaveadverseconsequences.ItisnotanelixiroflifeforeventuallythebodywillrunoutofcellsasmoreandmoreofthemreachtheirHayflicklimits.Butitcouldbeawayofprovidingahealthierandmorerobustoldagethanpeoplecurrentlyenjoy.GeneticallyengineeringpeopleinthewaythatDrBakerengineeredhismiceisobviouslyoutofthequestionfortheforeseeablefixture.ButifsomeothermeansofclearingcellsrichinP16INK4Afromthebodycouldbefounditmighthavethedesiredeffect.Thewastingandweakeningofthetissuesthataccompaniessenescencewouldbeathingofthepastandoldagecouldthentrulybecomeripe.WhichofthefollowingistrueoftheresultofDrBaker’sresearch
A.YoumayhavetoimpressthecompanyHRrepresentativesaswell.HRrepsaretypicallytrainedtoaskveryspecificandpersonalquestionslikewhatsalaryyouexpectandwhatyou’vemadeinthepast.Theymightaskyouaboutyourimpressionsofthecompanyandthepeoplewhointerviewedyou.Theymightalsoaskifyouhaveotheroffers.Ifsochancesaregoodthattheyarewillingtocompeteforyou.ButifyousaythatyouhaveotheroffersbepreparedtobackitupwiththeWHOWHATandWHENbecausetheymightchallengeyou.TheHRrepsarealsothepeoplewhowillconductorarrangereferenceandbackgroundchecks.Theymighthavethefinalsay. B.Besidesmanagementyoumightalsointerviewwithoneormoreofyourfuturecoworkers.Regardlessofthequestionstheyaskwhattheymostreallywanttoknowishowwellyou’llfitintotheteamifyou’llcausethemmoreworkinsteadoflessandiftheyshouldfeelthreatenedbyyou.Whenansweringbeeagerenoughtoshowthatyouareagoodteamplayerandwillpullyourloadbutnotsoeagerastoappeartobeaback-stabbingladderclimber! C.Alwaysresearchacompanybeforeyouinterviewandrememberthatattirebodylanguageandmannerscountbigtime.Trytoavoidcommonmistakes.Youmaythinkthatthisiscommonsensebutcrazystuffreallyhappens! D.JobinterviewingisoneofthemostpopularcareertopicsontheWeb.Butnocareeradvisorcantellyouexactlywhattosayduringajobinterview.Interviewsarejusttooup-closeandpersonalforthat.Aboutthebestthatcareeradvisorscandoistogiveyousometipsaboutthetypicalquestionstoexpectsoyoucanpracticeansweringthemaheadoftime.Butwhiletherearemanycannedinterviewquestionstherearefewcannedanswers.Therestisuptoyou. E.Bepreparedtoattendasecondinterviewatthesamecompanyandmaybeevenathirdorfourth.Ifyou’recalledbackformoreinterviewsitmeansthatthey’reinterestedinyou.Butitdoesn’tmeanyou’reashoo-in.Mostlikelytheyarenarrowingthecompetitionsokeepupthegoodwork! F.Toputyousomewhatateasemanyinterviewersreallydon’tknowhowtointervieweffectively.Frontlineinterviewersaretypicallymanagersandsupervisorswhohaveneverbeenorarebarelytrainedininterviewingtechniques.They’realittlenervoustoojustlikeyou.Somedon’tevenprepareinadvance.Thismakesiteasierforyoutotakecontroloftheinterviewifyouhaveprepared.Butincontrollinganinterviewit’snotagoodideatotrytodominate.Insteadtrytosteerittowardlandingthejob. G.Afterinterviewingimmediatelysendathankyoulettertoeachofyourinterviewers.It’sprofessionalandexpectedandmightevenbethedecidingfactorinyourfavor. H.Rememberit’satwo-waystreet.It’stheemployer’schancetojudgeyoubutit’salsoverymuchyourchancetojudgetheemployer.Infactifyouhandleyourselfwellandasktherightquestionsyou’llputtheinterviewerinthepositionofsellingthecompanytoyou.Ifthishappensyou’reprobablydoingwell. Order: 2
A.MakesureallyourstrengthsareshownB.ApositiveoutlookiscrucialC.FocusmoreondeliveryratherthangivingunpreparedrepliesD.ListenlessspeakmoreE.JustcheckingoutacompanywebsiteisnotenoughF.ReviewandfollowupG.It’snotasoloperformance:aimforawarmdialogueBecominganexceptionalcandidateissomethingyoucando;it’sjustthatmostpeopledon’ttakethetrouble.Inmyexperiencemostinterviewsdon’tgothatwell.Thetruthisthatmanyrecruitersareactuallynotparticularlygoodatinterviewingeithernorparticularlyeffective.Soifyouprepareproperlyandareagoodintervieweetheoddscanbestackedinyourfavor.1.It’snotjustaquestionofresearchingtheorganization.Youneedtounderstandyourinterviewerandwhytheyarehiring.Onewayoranothertheyareseekingaresourceasasolutiontoanidentifiedproblem.Soworkonunderstandingtheorganizationalneedandhowyoucanaddvalue.Lookatthechallengesandopportunitiestheyfaceandworkouthowtoshowthatyourexperienceandexpertisearerelevant.Useyournetworktogatheralltheintelligenceyoucan.2.Rehearseyourpresentation.Idon’tnecessarilymeanbeingwordperfect.I’mtalkingaboutwhatyousaywhenanyoneasksyouwhatyoudowhyyouleftwhatyouhaveachievedandsoon.CanyoutalkaboutyourselfcomfortablywithconfidenceconciselywithclarityPracticesothatyouhavetherightwordsdon’tgetflusteredtalkattherightpaceandcruciallyknowwhentostop.Remembertheneedforconsistencybetweenwordsandbodylanguage.3.Peopletrainedininterviewtechniquesaretoldtousethe70/30rule.Thatistosaytheintervieweraimstotalkforabout30%ofthetimeallottedandthecandidatetalks70%ofthetimeinresponse.Thesmartcandidateactuallywantsa50/50dialogue.Youshouldaimforaconversationdirectedalongthelinesyouprefer—wherebyyoucanplaytoyourstrengths.Theinterviewercanonlygowithwhatyougivethem.MakeiteasyfortheinterviewerbysayingHaveItoldyouallyouneedtoknowonthatsubjectCanIgiveyoumoredetailBuildrapportfindsomecommonground.Butrememberit’snotamonologue;youarebothactorsintheinterview.4.HenryFordfamouslysaidIfyouthinkyoucandoathingorthinkyoucan’tdoathingyou’reright.You’remotivated;you’vedonetheprepandhavethedrivetosucceedsovisualizesuccess.Whetheryoucallitconfidenceself-esteemorself-belieftoshineatinterviewyouneedtoshowthatyouwillmakeagoodemployee.Showthatyouaregoodatinteractingandreadingyoursituationgoodatsellingyourselfandyourideas.Practicingyourinterviewtechniquewillmakeitsomucheasiertoshine.There’snoneedtobenervousifyoubelieveyouareagoodcandidatefortherole.5.Aftertheinterviewsendaletter.Thankthemforseeingyou.Reiteratehowinterestedyouareinthemandtherole.Reviewthekeypointsoftheinterviewwhenyoudiscussedchallengesandopportunitiesandoutlinehowyoucanhelpthemmeetthose.Noguaranteesbutifyouworkatityou’llbecomeabetterintervieweeandgiveyourselfanadvantageinatougheconomicclimate.
A.MakesureallyourstrengthsareshownB.ApositiveoutlookiscrucialC.FocusmoreondeliveryratherthangivingunpreparedrepliesD.ListenlessspeakmoreE.JustcheckingoutacompanywebsiteisnotenoughF.ReviewandfollowupG.It’snotasoloperformance:aimforawarmdialogueBecominganexceptionalcandidateissomethingyoucando;it’sjustthatmostpeopledon’ttakethetrouble.Inmyexperiencemostinterviewsdon’tgothatwell.Thetruthisthatmanyrecruitersareactuallynotparticularlygoodatinterviewingeithernorparticularlyeffective.Soifyouprepareproperlyandareagoodintervieweetheoddscanbestackedinyourfavor.1.It’snotjustaquestionofresearchingtheorganization.Youneedtounderstandyourinterviewerandwhytheyarehiring.Onewayoranothertheyareseekingaresourceasasolutiontoanidentifiedproblem.Soworkonunderstandingtheorganizationalneedandhowyoucanaddvalue.Lookatthechallengesandopportunitiestheyfaceandworkouthowtoshowthatyourexperienceandexpertisearerelevant.Useyournetworktogatheralltheintelligenceyoucan.2.Rehearseyourpresentation.Idon’tnecessarilymeanbeingwordperfect.I’mtalkingaboutwhatyousaywhenanyoneasksyouwhatyoudowhyyouleftwhatyouhaveachievedandsoon.CanyoutalkaboutyourselfcomfortablywithconfidenceconciselywithclarityPracticesothatyouhavetherightwordsdon’tgetflusteredtalkattherightpaceandcruciallyknowwhentostop.Remembertheneedforconsistencybetweenwordsandbodylanguage.3.Peopletrainedininterviewtechniquesaretoldtousethe70/30rule.Thatistosaytheintervieweraimstotalkforabout30%ofthetimeallottedandthecandidatetalks70%ofthetimeinresponse.Thesmartcandidateactuallywantsa50/50dialogue.Youshouldaimforaconversationdirectedalongthelinesyouprefer—wherebyyoucanplaytoyourstrengths.Theinterviewercanonlygowithwhatyougivethem.MakeiteasyfortheinterviewerbysayingHaveItoldyouallyouneedtoknowonthatsubjectCanIgiveyoumoredetailBuildrapportfindsomecommonground.Butrememberit’snotamonologue;youarebothactorsintheinterview.4.HenryFordfamouslysaidIfyouthinkyoucandoathingorthinkyoucan’tdoathingyou’reright.You’remotivated;you’vedonetheprepandhavethedrivetosucceedsovisualizesuccess.Whetheryoucallitconfidenceself-esteemorself-belieftoshineatinterviewyouneedtoshowthatyouwillmakeagoodemployee.Showthatyouaregoodatinteractingandreadingyoursituationgoodatsellingyourselfandyourideas.Practicingyourinterviewtechniquewillmakeitsomucheasiertoshine.There’snoneedtobenervousifyoubelieveyouareagoodcandidatefortherole.5.Aftertheinterviewsendaletter.Thankthemforseeingyou.Reiteratehowinterestedyouareinthemandtherole.Reviewthekeypointsoftheinterviewwhenyoudiscussedchallengesandopportunitiesandoutlinehowyoucanhelpthemmeetthose.Noguaranteesbutifyouworkatityou’llbecomeabetterintervieweeandgiveyourselfanadvantageinatougheconomicclimate.
Biologistshavemadealotofprogressinunderstandingageing.Theyhavenothoweverbeenabletodomuchaboutslowingitdown.Apieceofworkreportedinthisweek’sNaturebyDarrenBakerthoughdescribesanextraordinaryresultthatpointstoawaytheprocessmightbeimproved.DrBakerhasshown—inmiceatleast—thatageingbodycellsnotonlysufferthemselvesbutalsohaveadverseeffectsonotherwisehealthycellsaroundthem.Ifsuchageingcellsareselectivelydestroyedtheseadverseeffectsgoaway.ThestorystartswithanobservationthatsenescentcellsoftenproduceamoleculecalledP16INK4A.DrBakergeneticallyengineeredagroupofmicethatwerealreadyquiteunusual.Theyhadaconditioncalledprogeriameaningthattheyagedmuchmorerapidlythannormalmice.TheextratweakheaddedtotheDNAofthesemicewasawayofkillingcellsthatproduceP16INK4A.Hedidthisbyinsertingintotheanimals’DNAnearthegeneforP16INK4Aasecondgenethatwasbecauseofthisproximitycontrolledbythesamegeneticswitch.ThissecondgeneactivatedwheneverthegeneforP16INK4Awasactiveproducedaproteinthatwasharmlessinitselfbutwhichcouldkillthesenescentcellsbythepresenceofaparticulardrug.Theresultswerespectacular.Micegiventhedrugeverythreedaysfrombirthsufferedfarlessage-relatedbody-wastingthanthosewhichwerenot.Theirmusclesremainedplumpandeffective.Andtheydidnotsuffercataractsoftheeye.Theydidthoughcontinuetoexperienceage-relatedproblemsintissuesthatdonotproduceP16INK4Aastheygetold.Inparticulartheirheartsandbloodvesselsagednormally.Forthatreasonsinceheartfailureisthemaincauseofdeathinsuchmicetheirlifespanswerenotextended.RegardlessofthebiochemicaldetailsthemostintriguingthingDrBaker’sresultprovidesisanewwayofthinkingabouthowtoslowtheprocessofageing—andonethatworkswiththegrainofnatureratherthanagainstit.Actuallyeliminatingsenescentcellsmaybealogicalextensionoftheprocessofshuttingthemdownandthusmaynothaveadverseconsequences.ItisnotanelixiroflifeforeventuallythebodywillrunoutofcellsasmoreandmoreofthemreachtheirHayflicklimits.Butitcouldbeawayofprovidingahealthierandmorerobustoldagethanpeoplecurrentlyenjoy.GeneticallyengineeringpeopleinthewaythatDrBakerengineeredhismiceisobviouslyoutofthequestionfortheforeseeablefixture.ButifsomeothermeansofclearingcellsrichinP16INK4Afromthebodycouldbefounditmighthavethedesiredeffect.Thewastingandweakeningofthetissuesthataccompaniessenescencewouldbeathingofthepastandoldagecouldthentrulybecomeripe.WecanlearnfromParagraph1that
Sounstoppablehastheeurocrisisbecomethatevenrescuetalkonlyfuelsever-risingpanic.InvestorshavesniffedoutthatEurope’sleadersseemunwillingevertodoenough.Yetunlesspoliticiansactfasttopersuadetheworldthattheirdesiretopreservetheeuroisgreaterthanthemarkets’abilitytobetagainstitthesinglecurrencyfacesruin.ItisasoberingthoughtthatsomuchdependsontheleadershipofsquabblingEuropeanpoliticianswhostillconsistentlyunderestimatewhatconfrontsthem.Buttheonlywaytostopthedownwardspiralnowisanactofsupremecollectivewillbyeuro-zonegovernmentstoerectabarrageoffinancialmeasurestostaveoffthecrisisandputthegovernanceoftheeuroonasounderfooting.Arescuemustdofourthingsfast.FirstitmustmakeclearwhichofEurope’sgovernmentsaredeemedilliquidandwhichareinsolventgivingunlimitedbackingtothesolventgovernmentsbutrestructuringthedebtofthosethatcanneverrepayit.SecondithastoshoreupEurope’sbankstoensuretheycanwithstandasovereigndefault.Thirditneedstoshifttheeurozone’smacroeconomicpolicytowardsanagendaforgrowth.Andfinallyitmuststarttheprocessofdesigninganewsystemtostopsuchamesseverbeingcreatedagain.Sofartheeurozone’sresponsehasreliedtoomuchonausterity.Sharplycuttingbudgetdeficitshasbeenthepriority.Butthiscollectivelyhugefiscalcontractionisself-defeating.BydrivingweakenedeconomiesintorecessionitonlyincreasesworriesaboutbothgovernmentdebtsandEuropeanbanks.Andmerebudget-cuttingdoesnotdealwiththerealcauseofthemesswhichisalossofcredibility.Insteadofausterityacrediblerescueshouldstartwithgrowth.Allthetroubledeconomiesneedarenewedprogrammeofstructuralreformandliberalisation.Freeingupservicesandprofessionsprivatizingcompaniescuttingbureaucracyanddelayingretirementwillcreateconditionsforrenewedgrowth—andthatisthebestwaytoreducedebts.TherecapitalizationofEurope’sbanksmustbebasedonproperstresstests.Somebanksmaybeabletoraisemoneyintheequitymarketsbutthemostvulnerablewillneedgovernmenthelp.Itmakessensetosetupaeuro-zonebankfundtogetherwithaeuro-zonebank-resolutionauthority.NoneofthiswillworkunlesstheEuropeanscreateafirewallaroundthegovernmentswhocanpaytheirdebtsandwhoarenotindebt.SomehavearguedforasystemofEurobondsinwhicheverycountry’sdebtisbackedbyall.Butthepoliticaloversighttoensurethathigh-spendingcountriesdonotwasteotherpeople’smoneywouldtakeyearstosortout—andonethingtheeurozonedoesnothaveistime.ThephraseshoreupPara.3mostprobablymeans
JustrecentlythetrusteesofSocialSecurityandMedicareissuedtheirannualreportsontheprograms’futures.Here’sonestartlingfact:By2030theprojectedcostsofSocialSecurityandMedicarecouldeasilyconsume—viahighertaxes—athirdofworkers’futurewageandsalaryincreases.We’remortgagingworkers’futurepaygainsforbabyboomers’retirementbenefits.ThismattersbecauseSocialSecurityandMedicarearepay-as-you-goprograms.Currenttaxpayerspaycurrentbenefits.Futuretaxpayerswillpayfuturebenefits.Babyboomers’retirementbenefitswillcomemostlyfromtheirchildrenandgrandchildrenwhowillbetomorrow’sworkers.Consequentlybabyboomers’childrenandgrandchildrenfacemassivetaxincreases.SocialSecurityandMedicarespendingnowequals14percentofwageandsalaryincomereportsElizabethBellaresearchassistanttoEugeneSteuerleoftheUrbanInstituteWashingtonD.C..Ofcoursepayrolltaxesdon’tcoverallthecostsofSocialSecurityandMedicare.Stillthesefiguresprovideacrudeindicatoroftheeconomicburdenbecausecostsareimposedheavilyonworkersviasometaxgovernmentborrowingandcutsinothergovernmentprograms.Itcanbearguedthatthecostsarebearable.Thewagegainsinthetrustees’reportscouldprovetoopessimistic.Likeallforecaststhey’resubjecttoerrors.Eveniftheycometruetheyassumethattomorrow’swageswillbehigherthantoday’s.Productivityincreases;wagesrise.In2030underthetrustees’intermediateassumptionsworkers’before-taxincomeswouldbeaboutathirdhigherthannowsaysTomSavingofTexasA&MUniversity.What’sthecomplaintifworkerslost—throughsteepertaxes—someofthatWhyshouldn’ttheygenerouslysupportparentsandgrandparentsWellmaybetheywill.Butthereareatleasttwopossibleflawsinthislogic.Thefirstisthatonayear-to-yearbasiswagegainswouldbetiny—lessthan1percent.Whenthey’vegottenthatlowbeforepeoplehavecomplainedthatthey’reonatreadmillandthattheAmericandreamhasbeenwithdrawn.Eventhesegainsmightbedilutedbyfurthertaxincreasestotrimtoday’salreadyswollenbudgetdeficits.Thesecondandmoreseriousthreatisthathighertaxeswouldharmtheeconomy.Theymightdulleconomicvitalitybyreducinginvestmentandtherewardsforworkandrisk-taking.Productivityandwagegainsmightbesmallerthanpredicted.Thenwe’dflirtwiththatdeathspiral:We’dneedstillhighertaxestopaybenefitsbutthosetaxesmightdepresseconomicgrowthmore.Onewayoranotherworkersmaygetfedupwithpayingsomuchoftheirpaycheckstosupportretireesmanyofwhomwerelivingquitecomfortably.Soweoughttoredefinethegenerationalcompacttolightentheburdenofanagingpopulationonworkers.Theneededstepsareclear:toacknowledgelongerlifeexpectanciesbyslowlyraisingeligibilityagesforSocialSecurityandMedicare;tolimitfuturespendingbycurbingretirementbenefitsforthebetter-off;tokeeppeopleintheproductiveeconomylongerbyencouragingjobsthatmixworkandretirement.Itcanbelearntfromthetrustees’reportsthat
Howcananorganization’ssalesoperationbeimprovedOneofthekeystobecomingmoreeffectiveistofirstdeterminethetypeofsellingprocesswhichneedstobeused.Inotherwordstherolethesalespersonmustplayhastobeidentified.Therearethreedifferentprocessessalesstaffcanadopt:narrativesuggestiveandconsultative.Thenarrativeapproachdependsonthesalespersonmovingquicklyintoastandardizedpresentation.Everybuyerreceivesthesamepresentation.Emphasisisonhighlightingbenefitsandhowtheproductorservicecanhelpthebuyer.Thisisaneffectiveapproachifthebuyingmotiveforallcustomersisbasicallythesame.Thisprocessiswellsuitedwherethereareagreatnumberofprospectstobecalledon.Thesuggestiveapproachdependsonthesellerbeinginapositiontoofferalternativerecommendations.Thisisquitedifferentfromthenarrativeapproachasthepresentationistailoredtotheindividualcustomer.Herethesalespersonmustinitiatesomediscussioninordertogetthebuyerinapositiveflameofmind.Anexampleofthisprocesswouldbearestaurantwinestewardwhohascheckedwiththewaiterwhatfoodthecustomerhasorderedandthenopensbysayingthateitherthisorthatparticularwinewouldgobestwiththefoodordered.Thisisanexcellentapproachwhereonedoesn’thavemuchtimewiththecustomerbutisabletoacquiresomebasicinformationandthenofferaparticularrecommendation.Thisprocessiswellsuitedforproductsandservices.Howeveritdoesrequirethesalespersontoacquirebasicinformationfromthecustomerbeforemovingontothepresentation.Theconsultativeapproachrequiresthesalespersontohaveathoroughunderstandingofthecustomerandwhatthecustomeristryingtoachieve.Theroleofthesalespersonistobecomeanadviserorconsultantandhemustacquireagreatdealofinformationfromthecustomer.Withthisinformationthesalespersoncanplanwhattoofferthecustomer.Inthiscasethesalespersonmusttailorthepresentationtohighlighthowthesalesperson’sproductorservicecanbeofhelp.Thisapproachwillusuallyrequireanumberofsalescallsasthebuyingprocessmaybecomplex.Theconsultativeapproachrequiresawidevarietyofskillsincludingprobinglisteninganalysiscreativityandpersuasiveness.Theothertwoapproachestypicallyrequirefewerskills.Hiringtrainingmotivatingandrewardingsalespeopleneedtobelinkedtothetypeofsalesprocessbeingusedandthisiswheretheproblemstarts.Manyorganizationswhichshouldbeusingaconsultativeapproachuseanarrativeapproach.Theyusestandardizedmethodsanddonottailorpresentationstoindividualcustomers.Youseethisinmanyindustries.Whenthisisthecasepricebecomesakeycriterionforthecustomer.Akeyissueindevelopingaprofessionalsalesorganizationisinfirstestablishingthesalesprocess.Whenthatdecisionhasbeenmadeallothersalesdecisionsincludinghiringtrainingandrewardscanbelinkedtoit.Howwouldyoudescribethewriter’sstyle
Biologistshavemadealotofprogressinunderstandingageing.Theyhavenothoweverbeenabletodomuchaboutslowingitdown.Apieceofworkreportedinthisweek’sNaturebyDarrenBakerthoughdescribesanextraordinaryresultthatpointstoawaytheprocessmightbeimproved.DrBakerhasshown—inmiceatleast—thatageingbodycellsnotonlysufferthemselvesbutalsohaveadverseeffectsonotherwisehealthycellsaroundthem.Ifsuchageingcellsareselectivelydestroyedtheseadverseeffectsgoaway.ThestorystartswithanobservationthatsenescentcellsoftenproduceamoleculecalledP16INK4A.DrBakergeneticallyengineeredagroupofmicethatwerealreadyquiteunusual.Theyhadaconditioncalledprogeriameaningthattheyagedmuchmorerapidlythannormalmice.TheextratweakheaddedtotheDNAofthesemicewasawayofkillingcellsthatproduceP16INK4A.Hedidthisbyinsertingintotheanimals’DNAnearthegeneforP16INK4Aasecondgenethatwasbecauseofthisproximitycontrolledbythesamegeneticswitch.ThissecondgeneactivatedwheneverthegeneforP16INK4Awasactiveproducedaproteinthatwasharmlessinitselfbutwhichcouldkillthesenescentcellsbythepresenceofaparticulardrug.Theresultswerespectacular.Micegiventhedrugeverythreedaysfrombirthsufferedfarlessage-relatedbody-wastingthanthosewhichwerenot.Theirmusclesremainedplumpandeffective.Andtheydidnotsuffercataractsoftheeye.Theydidthoughcontinuetoexperienceage-relatedproblemsintissuesthatdonotproduceP16INK4Aastheygetold.Inparticulartheirheartsandbloodvesselsagednormally.Forthatreasonsinceheartfailureisthemaincauseofdeathinsuchmicetheirlifespanswerenotextended.RegardlessofthebiochemicaldetailsthemostintriguingthingDrBaker’sresultprovidesisanewwayofthinkingabouthowtoslowtheprocessofageing—andonethatworkswiththegrainofnatureratherthanagainstit.Actuallyeliminatingsenescentcellsmaybealogicalextensionoftheprocessofshuttingthemdownandthusmaynothaveadverseconsequences.ItisnotanelixiroflifeforeventuallythebodywillrunoutofcellsasmoreandmoreofthemreachtheirHayflicklimits.Butitcouldbeawayofprovidingahealthierandmorerobustoldagethanpeoplecurrentlyenjoy.GeneticallyengineeringpeopleinthewaythatDrBakerengineeredhismiceisobviouslyoutofthequestionfortheforeseeablefixture.ButifsomeothermeansofclearingcellsrichinP16INK4Afromthebodycouldbefounditmighthavethedesiredeffect.Thewastingandweakeningofthetissuesthataccompaniessenescencewouldbeathingofthepastandoldagecouldthentrulybecomeripe.Itisimpliedinthelastparagraphthat
Howcananorganization’ssalesoperationbeimprovedOneofthekeystobecomingmoreeffectiveistofirstdeterminethetypeofsellingprocesswhichneedstobeused.Inotherwordstherolethesalespersonmustplayhastobeidentified.Therearethreedifferentprocessessalesstaffcanadopt:narrativesuggestiveandconsultative.Thenarrativeapproachdependsonthesalespersonmovingquicklyintoastandardizedpresentation.Everybuyerreceivesthesamepresentation.Emphasisisonhighlightingbenefitsandhowtheproductorservicecanhelpthebuyer.Thisisaneffectiveapproachifthebuyingmotiveforallcustomersisbasicallythesame.Thisprocessiswellsuitedwherethereareagreatnumberofprospectstobecalledon.Thesuggestiveapproachdependsonthesellerbeinginapositiontoofferalternativerecommendations.Thisisquitedifferentfromthenarrativeapproachasthepresentationistailoredtotheindividualcustomer.Herethesalespersonmustinitiatesomediscussioninordertogetthebuyerinapositiveflameofmind.Anexampleofthisprocesswouldbearestaurantwinestewardwhohascheckedwiththewaiterwhatfoodthecustomerhasorderedandthenopensbysayingthateitherthisorthatparticularwinewouldgobestwiththefoodordered.Thisisanexcellentapproachwhereonedoesn’thavemuchtimewiththecustomerbutisabletoacquiresomebasicinformationandthenofferaparticularrecommendation.Thisprocessiswellsuitedforproductsandservices.Howeveritdoesrequirethesalespersontoacquirebasicinformationfromthecustomerbeforemovingontothepresentation.Theconsultativeapproachrequiresthesalespersontohaveathoroughunderstandingofthecustomerandwhatthecustomeristryingtoachieve.Theroleofthesalespersonistobecomeanadviserorconsultantandhemustacquireagreatdealofinformationfromthecustomer.Withthisinformationthesalespersoncanplanwhattoofferthecustomer.Inthiscasethesalespersonmusttailorthepresentationtohighlighthowthesalesperson’sproductorservicecanbeofhelp.Thisapproachwillusuallyrequireanumberofsalescallsasthebuyingprocessmaybecomplex.Theconsultativeapproachrequiresawidevarietyofskillsincludingprobinglisteninganalysiscreativityandpersuasiveness.Theothertwoapproachestypicallyrequirefewerskills.Hiringtrainingmotivatingandrewardingsalespeopleneedtobelinkedtothetypeofsalesprocessbeingusedandthisiswheretheproblemstarts.Manyorganizationswhichshouldbeusingaconsultativeapproachuseanarrativeapproach.Theyusestandardizedmethodsanddonottailorpresentationstoindividualcustomers.Youseethisinmanyindustries.Whenthisisthecasepricebecomesakeycriterionforthecustomer.Akeyissueindevelopingaprofessionalsalesorganizationisinfirstestablishingthesalesprocess.Whenthatdecisionhasbeenmadeallothersalesdecisionsincludinghiringtrainingandrewardscanbelinkedtoit.Accordingtothepassagewhichoftheapproachesisthemostcomplicated
Cheerleadersforrenewableenergyarefondofpointingoutthatpatchesofdesertreceiveenoughenergyeachyearfromsunlighttopowertheentireworld.Butfewcouldexplainhowtheconstructionofthemillionsofsolarcellsrequiredtoconvertthatenergyintoelectricitywouldbefinanced.Publicutilitybossesandpolicymakerstendtodismisswindandsolarpowerasnoblebutexpensivedistractionssustainableonlythroughhugesubsidies.Butnewstudiessuggestthatrenewablesmightnotbeasdearasskepticssuspect.InareportthatwasdueoutonJuly6thGreenpeaceanenvironmentalgrouparguesthatpublicutilitieswouldsavemoneybyinvestinginrenewables.Windmillsmaycostmoretobuildthelogicrunsbuttheydonotrequirethepurchaseoffuelunlikecoalorgas-firedpowerplants.ThosefuturefuelcostsGreenpeacesaysmassivelyoutweightheextrainvestmentcostsofrenewables.Ifnuclearpowerwerephasedoutandrenewables’shareofelectricitygenerationrosedramaticallyitcalculatestheaverageannualsavingsbetween2004and2030wouldbe$180billion.Thesefiguresofcourserelyonallsortsofquestionableassumptions.InGreenpeace’spicturethepricesofgasandcoalwillrisedespitestagnatingconsumptionoftheformerandasteepdropindemandforthelatter.ItalsohelpsthatthefutureasGreenpeaceseesitincludesabigdoseofenergyefficiencyalthoughitsbusiness-as-usualprojectionsdonot.Publicutilitiesatanyratemustnotbemakingthesameassumptionssincetheycontinuetoinvestinpowerplantsrunonfossilfuels.Otherstudiesmakeaslightlylesssweepingclaim:thataddingwindpowertotheelectricitynetworkcanreducetheoverallcostofelectricity.Thecostofproducingwindpowerisalmostnothingsincethefuel—wind—isfree.Soonawindydaythecheapestpowercomesfromwindturbines.Thatpowerinturndisplaceselectricitygenerationfromsourceswithhigherfuelcostssuchasgas-firedplants.Sopowerpricestendtofallwhenthewindisblowing.NuonaDutchutilitycalculatesthatin2005theaveragepowerpriceonthelocalspotmarketwasoverEuro45permegawatthourwhentherewasnowindbutunderEuro30whentheaveragewind-speedtopped13metrespersecond.ResearchersinDenmarkhavegoneastepfurtherandputavalueonthiseffect.Theybelievethatwindpowersaved1billionkroner$167moffDanishelectricitybillsin2005.OntheotherhandDanishconsumersalsopaid1.4billionkronerinsubsidiesforwindpower.ButthisyearreckonsRuneMoesgaardoftheDanishWindIndustryAssociationwindpowerwillactuallysaveconsumers’moneyforthefirsttimeasthebenefitsresultingfromlowerpowerpricesoutweighthefallingcostofthesubsidy.Accordingtothepassagewindpower
FarmersintheUnitedStatesandaroundtheworldarelikelytofaceseriouschallengesinthecomingdecadesasnewkindsofweathertesttheirabilitytobringusthefoodwealldependon.Theweatherofcoursehasneverbeenexactlydependable—farmershavealwaysbeenatthemercyofthevagariesofsunandrain.Butgeneralweatherpatternshaveatleastbeenbroadlypredictableallowingfarmerstoknowwhentosowtheirseedwhentotransplantwhentoharvest.Asweatherpatternsbecomelessreliablegrowerswillbetestedtodevelopnewrhythmsandsystemsforgrowingcrops.Climatechangeislikelytoimpactdifferentpartsoftheworldinvastlydifferentwaysclimatologistsandagronomistssay.ScientistsatarecentinternationalconferenceinLondonreportedthatwarmingtemperaturescouldleadtosubstantialharvestreductionsinmajorfoodcropssuchaswheatsoyandrice.AndforyearstheWorldBankandothershavebeenwarningthatclimatechangewillbeespeciallyburdensomeonpoorcountriesinthetropicswheresoilqualityisgenerallyinferior.AccordingtoastudyconductedinthePhilippinesforeveryonedegreeCincreaseintemperaturetherewillbea10-percentreductioninyieldsforriceastaplecropforbillionsofpeople.ButhereintheU.S.mostobserversagreeit’sdoubtfulthatclimatechangecouldcauseafoodsecuritycrisis.TheU.S.foodsystem—thoughhighlyconcentratedintermsofownershipandcontrol—isgeographicallyverydiversewhichmeansthatcropscouldbeshiftedtootherareasifnecessary.AlsotheU.S.producessomuchsurplusgrainsforanimalfeedandfoodprocessingthatitwouldtakeenormouscropfailurestocreaterealfoodscarcities.AtleastforresidentsoftheU.S.aclimate-changeinducedfamineisunlikely.Farmersareafamouslyadaptivelotwellaccustomedtoreactingtoforcesbeyondtheircontrol.Theworryamongscientistsisthatiftheagricultureestablishmentdoesnottakeclimatechangeseriouslyenoughitwillbecomemuchmoredifficulttorespondeffectivelywhenweatherdisruptionshit.Easterlingsaysthewindowforfarmerstosuccessfullyadapttonewweatherconditionsisaboutsixtotenyears—thetimeittakesforresearcherstobreednewseedvarietiessuitedforspecificconditions.Whatwouldworryanyoneisifclimatechangestartstoexceedthesystem’sbuilt-inadaptiveresponseeasterlingsays.Amongfarmersandresearchersthereisdisagreementaboutwhichtypesofgrowersclimatechangewillimpactmost—largeagribusinessgrowingoperationsorsmallerfamily-runfarms.Someagricultureindustryobserverssaythatthebiggerfarmerswillhaveanadvantageincopingwithweatherchangesastheywillhavemoreresourcestoswitchtonewcrops.Otherssaythatsincefamilyfarmsusuallygrowawiderrangeofcropstheirbiologicaldiversitywillmakeiteasiertocopewithwhateverchangesoccur.TheUnitedStatesisunlikelytosufferfromfoodcrisisbecauseofits
PhilipMorristheconglomeratethatownsKraftFoodsbutisprobablybestknownforitscigarettesandcostlytobaccolitigationrecentlydecidedtochangeitsnametoAltriatoreflectthediversityofthecompany’sbrands.AndEnronwhichisintheprocessofmovingitscoreenergyassetsoutfromunderthebankruptcyandintoaseparatecompanyislookingforanewnameforthatentity.Therecentnamechangeshighlighttheimportanceforcompaniesofchoosingamonikerthatisrelevantandauthoritativewhilestillbeingcatchyanappealingtoconsumerssaymarketingexperts.Arosebyanyothernamemightsmellassweetbutifacompanychoosesanamethatdoesnotworkthestenchcanhoverforquitesometime.Companiesoftendecidetochangetheirnamesinanefforttorebrandthemselvesafteramergeoraspinoff.ForinstanceAndersenConsultingchangeditsnametoAccentureshortlyafterthatfirmsplitfromparentArthurAndersen—amovethatturnedouttobefortuitousgivenAndersen’stroubles.CompaniesmayalsowanttoreinventthemselvesafterascandalhastarnisheditsnameasEnronisdoing.Orperhapstheysimplywanttogivetheirimageamakeover.Butanewnamethatdoesnotworkcanbeamistakethatcancostcompanycustomerscredibilityandmillionsofdollars.OneexampleoutofBritainlastyearwastheU.K.PostOffice’sdecisiontochangeitsnametoConsignee.ThepostalservicerecentlyrenameditselfonceagaintoRoyalMailInc.cappingoffayearofsteepjobandrevenuefortheentity.Thoughaheftyadvertisingandmarketingbudgetwillhelptomakeanewnamesuccessfulotherfactorssuchasfamiliarityacoherentmessagefromthecompanyandanameinpeople’sminds.WhenU.S.automakerChryslermergedwithGermancompanyDaimlerBenztoformDaimlerChryslerin1998ayearafterthedealthefamiliarityofthenewlymergedcompanydroppedtoascoreof89whenthecompanywasjustcalledChrysler.ThesedaysPWCConsulting’snewMondaytitleiscausingmorethanonebrandexperttoraisetheireyebrowsinpuzzlement.Thecompany’swebsiteproudlyannouncesthatMondayisafleshstartapositiveattitudepartofeverybody’slife.Mondayisarealnameuniversallyunderstoodandeasytoremember.Mondayisconfident.Itstandsforsomething.ToobadtheonlythingMondaystandsforinmostpeople’smindsisthebeginningofaweekfulloftoilanddrudgery.Mondayisnoteveryone’sfavoriteday;it’sjustanoddchoice.Likewithanynameit’sgoingtobewhatwemakeofitsaysPWCConsulting’sspokeswomanWhereassomelookuponitperhapswithdreadweseeitasafleshstartandanewbeginning./Whichofthefollowingstatementsbestexpressesthemainideaofthepassage
Givingpsychologiststheoptiontobecometrainedprescribersmaycreateadivisionamongpsychologistswherebysomewillbeabletoprescribeandotherswillnot.Asaresultmajordiscordcouldemerge.Itispossiblethatpsychologistswiththefighttoprescribemayconsiderthemselvessuperiortothosewithouttheright.Ifgainingprescriptionprivilegeswouldleadtobroaderthirdpartypaymentsorfullhospitalprivilegesforthosequalifiedtoprescribepsychologistsunabletodosomayfeelthattheyhavebeenaccordedsecondclassstatusintheirprofession.Thedebatethusfarhasfocusedonthetrainingnecessarytograntpsychologistsprescriptionprivileges.Althoughthismatterisimportantofmorebasicconcernaretreatmentimplicationsandthefutureroleofpsychologists.Prescriptionprivilegescouldmovepsychologistsclosertoamedicalmodelandfurtherawayfromtheirhistoricalgoal.Psychologybeganinthelate19thcenturyasanapplicationforpsychologicaltechniques.ItsfocushasbeenonassessmentbehavioralinterventionsConsuhationandappliedresearch.Beforethewidespreaduseofpsychotropicmedicationspsychiatryemphasizedthepracticeofpsychotherapy.Graduallypsychiatrymovedtowardincreasedrelianceondrugsandawayfrompsychotherapy.Itispossibleovertimethatpsychologistslikepsychiatristscouldbecomemoreinfluencedbytheuseofmedication.Despitetheargumentthatprescriptionprivilegessignificantlymayaltertraditionalpsychotherapeuticimplicationssomepsychologistsstronglyfeelthattheywouldbelookeduponmorefavorablygainprestigeandincreasetheircaseloadiftheycouldhavethesamestatusofprescribingmedicationaspsychiatristsdo.DoesthismeanthatalackofprescriptionprivilegespromotestheimageofpsychologyasaninferiorprofessiontopsychiatryContrarytothisargumentisthefactthatpsychologistsaredeliveringmoreoutpatientmentalhealthcarethananyothergroupofproviders.Whateversomepsychologistsmayperceiveasatherapeuticdrawbackbecausetheyareunabletoofferprescriptionsforpsychotropicmedicationsapparentlyisnotrecognizedbythegeneralpublic.Psychologistsmayhaveflourishedbecausetheyhaveofferedaclearanddistinctservicefrompsychiatry.Theuseofmedicationmaysendamessagetopatientsthatmayinterferewithpersonalchangeandgrowth.Medicationscanundercutpsychotherapyeffortsbyimplyingthatbenefitscomefromexternalagentsnotfromone’sowneffortsatchangeandgrowth.Alargeportionofthepopulationprefersthenon-medicationorientationofpsychology.Ifpsychologistsbeganprescribingmedicationsmanyoftheirpatientsseekingalternativetreatmentmightturntosocialworkersorothernon-medicaltherapists.Thereislittlequestionthatpsychologists’prescriptionprivilegescouldhaveprofoundeffectsonthefuturedirectionoftheirprofession.Intheeyesofgeneralpublic
TheoutcryoverinternetfirmshabitofsurreptitiouslytrackingwebsurfersactivitieshasclearlyresonatedinsidetheWhiteHouse.TheObamaadministrationannouncedthatitintendstoworkwithCongresstoproduceaprivacybillofrightsgivingAmericanconsumersgreatercontroloverhowtheirinformationiscollectedandusedbydigitalmarketers.Thosewhohavebeenlobbyingforchangeagreewithbutareunsympathetictointernetfirms’worriesthatsuchalawcoulddenttheiradvertising-drivenbusinessmodelswhichrelyontrackingandtargetingconsumerstomaximizerevenues.ThisisdimmingtheprospectsofGoogleFacebookandotherdigitaladcompaniessaysJeffreyChesteroftheCentreforDigitalDemocracy.Quitehowdarkthingsgetforthemwilldependonthedetailsofthebill.ItwillseektolaydownthebasicprinciplesofinternetprivacyrightsbroadlyfollowingrecommendationspublishedlastDecemberbytheDepartmentofCommerce.Thedepartment’sreportsaidconsumersshouldbetoldmoreaboutwhydataarebeingcollectedaboutthemandhowtheyareused;anditcalledforstricterlimitsonwhatcompaniescandowithinformationtheycollect.WhateverlegislationfinallyemergesislikelytogiveabroaderroletotheFederalTradeCommissionFTCwhichwillalmostcertainlybechargedwithdecidinghowthoseprinciplesaretranslatedintopracticeandwithpolicingtheirimplementation.AmongotherthingstheFTCisknowntobekeenonaformaldonottracksystemwhichwouldallowuserstoblockcertainsitesfrommonitoringtheironlineactivities.Keentoavoidthistheonline-advertisingindustryhasbeenworkingovertimetoconvincepolicymakersthatitcanpoliceitselfusingsystemssuchasiconsonwebpagesthatshowsurferswhentheyarebeingtracked.Anditistellinganyonewhowilllistenthatconsumerswillsufferiftoughdo-not-trackruleshitadrevenuesforcingwebfirmstochargeformorecontent.WithMr.Obamathrowinghisweightbehindinternetprivacythisrearguardactionislesslikelytobesuccessful.Someadfirmshavestartedtalkingofcreatingado-not-tracksystemoftheirownthatwouldlimitthedamagetotheirdigitalactivities.AlthoughallthismaydenttheirrevenuesAmerica’sinternetgiantscouldalsobenefitfromthelegislationifithelpsthemintheirdealingswiththeEuropeanUnion.TheEU’salreadyfairlystrictrulesonprivacy—whichitconsidersafundamentalhumanright—arebeingtightenedfurther.Thetime-consumingandexpensivelegalhoopstheEUmakesAmericaninternetfirmsjumpthroughtobeallowedtohandleEuropeans’onlinedatawillbecomemoredemanding.Ifbypassingitsownonline-privacybillofrightsAmericacanconvincetheEUtoeasethislegalburdenthenitwillbeanimportantwinforAmericancompaniessaysJoelReidenbergaprofessoratFordhamUniversity’slawschool.GoogleFacebookandotherswillnodoubtbetracking—bothonlineandoffline—theprogressofEU-Americantalksonthismatterveryclosely.Whatisthebiggestconcernofinternetfirmswiththeprivacybill
JustrecentlythetrusteesofSocialSecurityandMedicareissuedtheirannualreportsontheprograms’futures.Here’sonestartlingfact:By2030theprojectedcostsofSocialSecurityandMedicarecouldeasilyconsume—viahighertaxes—athirdofworkers’futurewageandsalaryincreases.We’remortgagingworkers’futurepaygainsforbabyboomers’retirementbenefits.ThismattersbecauseSocialSecurityandMedicarearepay-as-you-goprograms.Currenttaxpayerspaycurrentbenefits.Futuretaxpayerswillpayfuturebenefits.Babyboomers’retirementbenefitswillcomemostlyfromtheirchildrenandgrandchildrenwhowillbetomorrow’sworkers.Consequentlybabyboomers’childrenandgrandchildrenfacemassivetaxincreases.SocialSecurityandMedicarespendingnowequals14percentofwageandsalaryincomereportsElizabethBellaresearchassistanttoEugeneSteuerleoftheUrbanInstituteWashingtonD.C..Ofcoursepayrolltaxesdon’tcoverallthecostsofSocialSecurityandMedicare.Stillthesefiguresprovideacrudeindicatoroftheeconomicburdenbecausecostsareimposedheavilyonworkersviasometaxgovernmentborrowingandcutsinothergovernmentprograms.Itcanbearguedthatthecostsarebearable.Thewagegainsinthetrustees’reportscouldprovetoopessimistic.Likeallforecaststhey’resubjecttoerrors.Eveniftheycometruetheyassumethattomorrow’swageswillbehigherthantoday’s.Productivityincreases;wagesrise.In2030underthetrustees’intermediateassumptionsworkers’before-taxincomeswouldbeaboutathirdhigherthannowsaysTomSavingofTexasA&MUniversity.What’sthecomplaintifworkerslost—throughsteepertaxes—someofthatWhyshouldn’ttheygenerouslysupportparentsandgrandparentsWellmaybetheywill.Butthereareatleasttwopossibleflawsinthislogic.Thefirstisthatonayear-to-yearbasiswagegainswouldbetiny—lessthan1percent.Whenthey’vegottenthatlowbeforepeoplehavecomplainedthatthey’reonatreadmillandthattheAmericandreamhasbeenwithdrawn.Eventhesegainsmightbedilutedbyfurthertaxincreasestotrimtoday’salreadyswollenbudgetdeficits.Thesecondandmoreseriousthreatisthathighertaxeswouldharmtheeconomy.Theymightdulleconomicvitalitybyreducinginvestmentandtherewardsforworkandrisk-taking.Productivityandwagegainsmightbesmallerthanpredicted.Thenwe’dflirtwiththatdeathspiral:We’dneedstillhighertaxestopaybenefitsbutthosetaxesmightdepresseconomicgrowthmore.Onewayoranotherworkersmaygetfedupwithpayingsomuchoftheirpaycheckstosupportretireesmanyofwhomwerelivingquitecomfortably.Soweoughttoredefinethegenerationalcompacttolightentheburdenofanagingpopulationonworkers.Theneededstepsareclear:toacknowledgelongerlifeexpectanciesbyslowlyraisingeligibilityagesforSocialSecurityandMedicare;tolimitfuturespendingbycurbingretirementbenefitsforthebetter-off;tokeeppeopleintheproductiveeconomylongerbyencouragingjobsthatmixworkandretirement.Whatdoesthelastsentenceofthefirstparagraphprobablyimply
TheoutcryoverinternetfirmshabitofsurreptitiouslytrackingwebsurfersactivitieshasclearlyresonatedinsidetheWhiteHouse.TheObamaadministrationannouncedthatitintendstoworkwithCongresstoproduceaprivacybillofrightsgivingAmericanconsumersgreatercontroloverhowtheirinformationiscollectedandusedbydigitalmarketers.Thosewhohavebeenlobbyingforchangeagreewithbutareunsympathetictointernetfirms’worriesthatsuchalawcoulddenttheiradvertising-drivenbusinessmodelswhichrelyontrackingandtargetingconsumerstomaximizerevenues.ThisisdimmingtheprospectsofGoogleFacebookandotherdigitaladcompaniessaysJeffreyChesteroftheCentreforDigitalDemocracy.Quitehowdarkthingsgetforthemwilldependonthedetailsofthebill.ItwillseektolaydownthebasicprinciplesofinternetprivacyrightsbroadlyfollowingrecommendationspublishedlastDecemberbytheDepartmentofCommerce.Thedepartment’sreportsaidconsumersshouldbetoldmoreaboutwhydataarebeingcollectedaboutthemandhowtheyareused;anditcalledforstricterlimitsonwhatcompaniescandowithinformationtheycollect.WhateverlegislationfinallyemergesislikelytogiveabroaderroletotheFederalTradeCommissionFTCwhichwillalmostcertainlybechargedwithdecidinghowthoseprinciplesaretranslatedintopracticeandwithpolicingtheirimplementation.AmongotherthingstheFTCisknowntobekeenonaformaldonottracksystemwhichwouldallowuserstoblockcertainsitesfrommonitoringtheironlineactivities.Keentoavoidthistheonline-advertisingindustryhasbeenworkingovertimetoconvincepolicymakersthatitcanpoliceitselfusingsystemssuchasiconsonwebpagesthatshowsurferswhentheyarebeingtracked.Anditistellinganyonewhowilllistenthatconsumerswillsufferiftoughdo-not-trackruleshitadrevenuesforcingwebfirmstochargeformorecontent.WithMr.Obamathrowinghisweightbehindinternetprivacythisrearguardactionislesslikelytobesuccessful.Someadfirmshavestartedtalkingofcreatingado-not-tracksystemoftheirownthatwouldlimitthedamagetotheirdigitalactivities.AlthoughallthismaydenttheirrevenuesAmerica’sinternetgiantscouldalsobenefitfromthelegislationifithelpsthemintheirdealingswiththeEuropeanUnion.TheEU’salreadyfairlystrictrulesonprivacy—whichitconsidersafundamentalhumanright—arebeingtightenedfurther.Thetime-consumingandexpensivelegalhoopstheEUmakesAmericaninternetfirmsjumpthroughtobeallowedtohandleEuropeans’onlinedatawillbecomemoredemanding.Ifbypassingitsownonline-privacybillofrightsAmericacanconvincetheEUtoeasethislegalburdenthenitwillbeanimportantwinforAmericancompaniessaysJoelReidenbergaprofessoratFordhamUniversity’slawschool.GoogleFacebookandotherswillnodoubtbetracking—bothonlineandoffline—theprogressofEU-Americantalksonthismatterveryclosely.Theauthorsuggestsinthelastparagraphthattheprivacybillcould
Howcananorganization’ssalesoperationbeimprovedOneofthekeystobecomingmoreeffectiveistofirstdeterminethetypeofsellingprocesswhichneedstobeused.Inotherwordstherolethesalespersonmustplayhastobeidentified.Therearethreedifferentprocessessalesstaffcanadopt:narrativesuggestiveandconsultative.Thenarrativeapproachdependsonthesalespersonmovingquicklyintoastandardizedpresentation.Everybuyerreceivesthesamepresentation.Emphasisisonhighlightingbenefitsandhowtheproductorservicecanhelpthebuyer.Thisisaneffectiveapproachifthebuyingmotiveforallcustomersisbasicallythesame.Thisprocessiswellsuitedwherethereareagreatnumberofprospectstobecalledon.Thesuggestiveapproachdependsonthesellerbeinginapositiontoofferalternativerecommendations.Thisisquitedifferentfromthenarrativeapproachasthepresentationistailoredtotheindividualcustomer.Herethesalespersonmustinitiatesomediscussioninordertogetthebuyerinapositiveflameofmind.Anexampleofthisprocesswouldbearestaurantwinestewardwhohascheckedwiththewaiterwhatfoodthecustomerhasorderedandthenopensbysayingthateitherthisorthatparticularwinewouldgobestwiththefoodordered.Thisisanexcellentapproachwhereonedoesn’thavemuchtimewiththecustomerbutisabletoacquiresomebasicinformationandthenofferaparticularrecommendation.Thisprocessiswellsuitedforproductsandservices.Howeveritdoesrequirethesalespersontoacquirebasicinformationfromthecustomerbeforemovingontothepresentation.Theconsultativeapproachrequiresthesalespersontohaveathoroughunderstandingofthecustomerandwhatthecustomeristryingtoachieve.Theroleofthesalespersonistobecomeanadviserorconsultantandhemustacquireagreatdealofinformationfromthecustomer.Withthisinformationthesalespersoncanplanwhattoofferthecustomer.Inthiscasethesalespersonmusttailorthepresentationtohighlighthowthesalesperson’sproductorservicecanbeofhelp.Thisapproachwillusuallyrequireanumberofsalescallsasthebuyingprocessmaybecomplex.Theconsultativeapproachrequiresawidevarietyofskillsincludingprobinglisteninganalysiscreativityandpersuasiveness.Theothertwoapproachestypicallyrequirefewerskills.Hiringtrainingmotivatingandrewardingsalespeopleneedtobelinkedtothetypeofsalesprocessbeingusedandthisiswheretheproblemstarts.Manyorganizationswhichshouldbeusingaconsultativeapproachuseanarrativeapproach.Theyusestandardizedmethodsanddonottailorpresentationstoindividualcustomers.Youseethisinmanyindustries.Whenthisisthecasepricebecomesakeycriterionforthecustomer.Akeyissueindevelopingaprofessionalsalesorganizationisinfirstestablishingthesalesprocess.Whenthatdecisionhasbeenmadeallothersalesdecisionsincludinghiringtrainingandrewardscanbelinkedtoit.Accordingtothetextthewriterisprobably
FarmersintheUnitedStatesandaroundtheworldarelikelytofaceseriouschallengesinthecomingdecadesasnewkindsofweathertesttheirabilitytobringusthefoodwealldependon.Theweatherofcoursehasneverbeenexactlydependable—farmershavealwaysbeenatthemercyofthevagariesofsunandrain.Butgeneralweatherpatternshaveatleastbeenbroadlypredictableallowingfarmerstoknowwhentosowtheirseedwhentotransplantwhentoharvest.Asweatherpatternsbecomelessreliablegrowerswillbetestedtodevelopnewrhythmsandsystemsforgrowingcrops.Climatechangeislikelytoimpactdifferentpartsoftheworldinvastlydifferentwaysclimatologistsandagronomistssay.ScientistsatarecentinternationalconferenceinLondonreportedthatwarmingtemperaturescouldleadtosubstantialharvestreductionsinmajorfoodcropssuchaswheatsoyandrice.AndforyearstheWorldBankandothershavebeenwarningthatclimatechangewillbeespeciallyburdensomeonpoorcountriesinthetropicswheresoilqualityisgenerallyinferior.AccordingtoastudyconductedinthePhilippinesforeveryonedegreeCincreaseintemperaturetherewillbea10-percentreductioninyieldsforriceastaplecropforbillionsofpeople.ButhereintheU.S.mostobserversagreeit’sdoubtfulthatclimatechangecouldcauseafoodsecuritycrisis.TheU.S.foodsystem—thoughhighlyconcentratedintermsofownershipandcontrol—isgeographicallyverydiversewhichmeansthatcropscouldbeshiftedtootherareasifnecessary.AlsotheU.S.producessomuchsurplusgrainsforanimalfeedandfoodprocessingthatitwouldtakeenormouscropfailurestocreaterealfoodscarcities.AtleastforresidentsoftheU.S.aclimate-changeinducedfamineisunlikely.Farmersareafamouslyadaptivelotwellaccustomedtoreactingtoforcesbeyondtheircontrol.Theworryamongscientistsisthatiftheagricultureestablishmentdoesnottakeclimatechangeseriouslyenoughitwillbecomemuchmoredifficulttorespondeffectivelywhenweatherdisruptionshit.Easterlingsaysthewindowforfarmerstosuccessfullyadapttonewweatherconditionsisaboutsixtotenyears—thetimeittakesforresearcherstobreednewseedvarietiessuitedforspecificconditions.Whatwouldworryanyoneisifclimatechangestartstoexceedthesystem’sbuilt-inadaptiveresponseeasterlingsays.Amongfarmersandresearchersthereisdisagreementaboutwhichtypesofgrowersclimatechangewillimpactmost—largeagribusinessgrowingoperationsorsmallerfamily-runfarms.Someagricultureindustryobserverssaythatthebiggerfarmerswillhaveanadvantageincopingwithweatherchangesastheywillhavemoreresourcestoswitchtonewcrops.Otherssaythatsincefamilyfarmsusuallygrowawiderrangeofcropstheirbiologicaldiversitywillmakeiteasiertocopewithwhateverchangesoccur.Whatadvicemightagriculturalexpertsgiveaboutcropgrowing
Excessivesugarhasastrongreal-effectonthefunctioningofactiveorganssuchastheheartkidneysandthebrain.Shipwreckedsailorswhoateanddranknothingbutsugarforninedayssurelywentthroughsomeofthistrauma.Thisincidentoccurredwhenavesselcarryingacargoofsugarwasshipwreckedin1793.Thefivesurvivingsailorswerefinallyrescuedninedaysaftertheaccident.Theywereinawastedconditionduetostarvationhavingconsumednothingbutsugar.FrenchphysiologistF.Magendiewasinspiredbythatincidenttoconductaseriesofexperimentswithanimals.Intheexperimentshefeddogsadietofsugarandwater.Allthedogswastedanddied.TheshipwreckedsailorsandtheFrenchphysiologist’sexperimentaldogsprovedthesamepoint.Asasteadydietsugarisworsethannothing.Plainwatercankeepyoualiveforquitesometime.Sugarandwatercankillyou.Humansandanimalsareunabletosubsistonadietofsugar.ThedeaddogsinProfessorMagendie’slaboratoryalertedthesugarindustrytothehazardsoffreescientificinquiry.Fromthatdaytothisthesugarindustryhasinvestedmillionsofdollarsinbehind-the-scenessubsidizedscience.Thebestscientificnamesthatmoneycouldbuyhavebeenhiredinthehopethattheycouldonedaycomeupwithsomethingatleastpseudoscientificinthewayofgladtidingaboutsuger.Ithasbeenprovedhoweverthatsugarisamajorfactorindentaldecay;sugarinaperson’sdietdoescauseoverweight;removalofsugarfromdietshascuredsymptomsofcripplingworldwidediseasessuchasdiabetescancerandheartillnesses.SirFrederickBantingnoticedin1929thatamongsugarplantationownerswhoatelargeamountsoftheirrefinedstuffdiabeteswascommon.Amongnativecane-cutterswhoonlygottochewtherawcanehesawnodiabetes.Howeverthestoryofthepublicrelations’attemptsonthepartofthesugarmanufacturersbeganinBritainin1808whentheCommitteeofWestIndiareportedtotheHouseofCommonsthataprizeoftwenty-fiveguineashadbeenofferedtoanyonewhocouldcomeupwiththemostsatisfactoryexperimentstoprovethatunrefinedsugarwasgoodforfeedingandfatteningoxencowshogsandsheep.Foodforanimalsisoftenseasonalalwaysexpensive.Sugarbythenwasdirtcheap.Peopleweren’teatingitfastenough.NaturallytheattempttofeedlivestockwithsugarinEnglandin1808wasadisaster.Sugarmanufacturershave
JustrecentlythetrusteesofSocialSecurityandMedicareissuedtheirannualreportsontheprograms’futures.Here’sonestartlingfact:By2030theprojectedcostsofSocialSecurityandMedicarecouldeasilyconsume—viahighertaxes—athirdofworkers’futurewageandsalaryincreases.We’remortgagingworkers’futurepaygainsforbabyboomers’retirementbenefits.ThismattersbecauseSocialSecurityandMedicarearepay-as-you-goprograms.Currenttaxpayerspaycurrentbenefits.Futuretaxpayerswillpayfuturebenefits.Babyboomers’retirementbenefitswillcomemostlyfromtheirchildrenandgrandchildrenwhowillbetomorrow’sworkers.Consequentlybabyboomers’childrenandgrandchildrenfacemassivetaxincreases.SocialSecurityandMedicarespendingnowequals14percentofwageandsalaryincomereportsElizabethBellaresearchassistanttoEugeneSteuerleoftheUrbanInstituteWashingtonD.C..Ofcoursepayrolltaxesdon’tcoverallthecostsofSocialSecurityandMedicare.Stillthesefiguresprovideacrudeindicatoroftheeconomicburdenbecausecostsareimposedheavilyonworkersviasometaxgovernmentborrowingandcutsinothergovernmentprograms.Itcanbearguedthatthecostsarebearable.Thewagegainsinthetrustees’reportscouldprovetoopessimistic.Likeallforecaststhey’resubjecttoerrors.Eveniftheycometruetheyassumethattomorrow’swageswillbehigherthantoday’s.Productivityincreases;wagesrise.In2030underthetrustees’intermediateassumptionsworkers’before-taxincomeswouldbeaboutathirdhigherthannowsaysTomSavingofTexasA&MUniversity.What’sthecomplaintifworkerslost—throughsteepertaxes—someofthatWhyshouldn’ttheygenerouslysupportparentsandgrandparentsWellmaybetheywill.Butthereareatleasttwopossibleflawsinthislogic.Thefirstisthatonayear-to-yearbasiswagegainswouldbetiny—lessthan1percent.Whenthey’vegottenthatlowbeforepeoplehavecomplainedthatthey’reonatreadmillandthattheAmericandreamhasbeenwithdrawn.Eventhesegainsmightbedilutedbyfurthertaxincreasestotrimtoday’salreadyswollenbudgetdeficits.Thesecondandmoreseriousthreatisthathighertaxeswouldharmtheeconomy.Theymightdulleconomicvitalitybyreducinginvestmentandtherewardsforworkandrisk-taking.Productivityandwagegainsmightbesmallerthanpredicted.Thenwe’dflirtwiththatdeathspiral:We’dneedstillhighertaxestopaybenefitsbutthosetaxesmightdepresseconomicgrowthmore.Onewayoranotherworkersmaygetfedupwithpayingsomuchoftheirpaycheckstosupportretireesmanyofwhomwerelivingquitecomfortably.Soweoughttoredefinethegenerationalcompacttolightentheburdenofanagingpopulationonworkers.Theneededstepsareclear:toacknowledgelongerlifeexpectanciesbyslowlyraisingeligibilityagesforSocialSecurityandMedicare;tolimitfuturespendingbycurbingretirementbenefitsforthebetter-off;tokeeppeopleintheproductiveeconomylongerbyencouragingjobsthatmixworkandretirement.Toavoidadismalfutureoftheretirementprogramsmaybewecould
Excessivesugarhasastrongreal-effectonthefunctioningofactiveorganssuchastheheartkidneysandthebrain.Shipwreckedsailorswhoateanddranknothingbutsugarforninedayssurelywentthroughsomeofthistrauma.Thisincidentoccurredwhenavesselcarryingacargoofsugarwasshipwreckedin1793.Thefivesurvivingsailorswerefinallyrescuedninedaysaftertheaccident.Theywereinawastedconditionduetostarvationhavingconsumednothingbutsugar.FrenchphysiologistF.Magendiewasinspiredbythatincidenttoconductaseriesofexperimentswithanimals.Intheexperimentshefeddogsadietofsugarandwater.Allthedogswastedanddied.TheshipwreckedsailorsandtheFrenchphysiologist’sexperimentaldogsprovedthesamepoint.Asasteadydietsugarisworsethannothing.Plainwatercankeepyoualiveforquitesometime.Sugarandwatercankillyou.Humansandanimalsareunabletosubsistonadietofsugar.ThedeaddogsinProfessorMagendie’slaboratoryalertedthesugarindustrytothehazardsoffreescientificinquiry.Fromthatdaytothisthesugarindustryhasinvestedmillionsofdollarsinbehind-the-scenessubsidizedscience.Thebestscientificnamesthatmoneycouldbuyhavebeenhiredinthehopethattheycouldonedaycomeupwithsomethingatleastpseudoscientificinthewayofgladtidingaboutsuger.Ithasbeenprovedhoweverthatsugarisamajorfactorindentaldecay;sugarinaperson’sdietdoescauseoverweight;removalofsugarfromdietshascuredsymptomsofcripplingworldwidediseasessuchasdiabetescancerandheartillnesses.SirFrederickBantingnoticedin1929thatamongsugarplantationownerswhoatelargeamountsoftheirrefinedstuffdiabeteswascommon.Amongnativecane-cutterswhoonlygottochewtherawcanehesawnodiabetes.Howeverthestoryofthepublicrelations’attemptsonthepartofthesugarmanufacturersbeganinBritainin1808whentheCommitteeofWestIndiareportedtotheHouseofCommonsthataprizeoftwenty-fiveguineashadbeenofferedtoanyonewhocouldcomeupwiththemostsatisfactoryexperimentstoprovethatunrefinedsugarwasgoodforfeedingandfatteningoxencowshogsandsheep.Foodforanimalsisoftenseasonalalwaysexpensive.Sugarbythenwasdirtcheap.Peopleweren’teatingitfastenough.NaturallytheattempttofeedlivestockwithsugarinEnglandin1808wasadisaster.Whichofthefollowingistrueaboutsugar
A.MakesureallyourstrengthsareshownB.ApositiveoutlookiscrucialC.FocusmoreondeliveryratherthangivingunpreparedrepliesD.ListenlessspeakmoreE.JustcheckingoutacompanywebsiteisnotenoughF.ReviewandfollowupG.It’snotasoloperformance:aimforawarmdialogueBecominganexceptionalcandidateissomethingyoucando;it’sjustthatmostpeopledon’ttakethetrouble.Inmyexperiencemostinterviewsdon’tgothatwell.Thetruthisthatmanyrecruitersareactuallynotparticularlygoodatinterviewingeithernorparticularlyeffective.Soifyouprepareproperlyandareagoodintervieweetheoddscanbestackedinyourfavor.1.It’snotjustaquestionofresearchingtheorganization.Youneedtounderstandyourinterviewerandwhytheyarehiring.Onewayoranothertheyareseekingaresourceasasolutiontoanidentifiedproblem.Soworkonunderstandingtheorganizationalneedandhowyoucanaddvalue.Lookatthechallengesandopportunitiestheyfaceandworkouthowtoshowthatyourexperienceandexpertisearerelevant.Useyournetworktogatheralltheintelligenceyoucan.2.Rehearseyourpresentation.Idon’tnecessarilymeanbeingwordperfect.I’mtalkingaboutwhatyousaywhenanyoneasksyouwhatyoudowhyyouleftwhatyouhaveachievedandsoon.CanyoutalkaboutyourselfcomfortablywithconfidenceconciselywithclarityPracticesothatyouhavetherightwordsdon’tgetflusteredtalkattherightpaceandcruciallyknowwhentostop.Remembertheneedforconsistencybetweenwordsandbodylanguage.3.Peopletrainedininterviewtechniquesaretoldtousethe70/30rule.Thatistosaytheintervieweraimstotalkforabout30%ofthetimeallottedandthecandidatetalks70%ofthetimeinresponse.Thesmartcandidateactuallywantsa50/50dialogue.Youshouldaimforaconversationdirectedalongthelinesyouprefer—wherebyyoucanplaytoyourstrengths.Theinterviewercanonlygowithwhatyougivethem.MakeiteasyfortheinterviewerbysayingHaveItoldyouallyouneedtoknowonthatsubjectCanIgiveyoumoredetailBuildrapportfindsomecommonground.Butrememberit’snotamonologue;youarebothactorsintheinterview.4.HenryFordfamouslysaidIfyouthinkyoucandoathingorthinkyoucan’tdoathingyou’reright.You’remotivated;you’vedonetheprepandhavethedrivetosucceedsovisualizesuccess.Whetheryoucallitconfidenceself-esteemorself-belieftoshineatinterviewyouneedtoshowthatyouwillmakeagoodemployee.Showthatyouaregoodatinteractingandreadingyoursituationgoodatsellingyourselfandyourideas.Practicingyourinterviewtechniquewillmakeitsomucheasiertoshine.There’snoneedtobenervousifyoubelieveyouareagoodcandidatefortherole.5.Aftertheinterviewsendaletter.Thankthemforseeingyou.Reiteratehowinterestedyouareinthemandtherole.Reviewthekeypointsoftheinterviewwhenyoudiscussedchallengesandopportunitiesandoutlinehowyoucanhelpthemmeetthose.Noguaranteesbutifyouworkatityou’llbecomeabetterintervieweeandgiveyourselfanadvantageinatougheconomicclimate.
Sounstoppablehastheeurocrisisbecomethatevenrescuetalkonlyfuelsever-risingpanic.InvestorshavesniffedoutthatEurope’sleadersseemunwillingevertodoenough.Yetunlesspoliticiansactfasttopersuadetheworldthattheirdesiretopreservetheeuroisgreaterthanthemarkets’abilitytobetagainstitthesinglecurrencyfacesruin.ItisasoberingthoughtthatsomuchdependsontheleadershipofsquabblingEuropeanpoliticianswhostillconsistentlyunderestimatewhatconfrontsthem.Buttheonlywaytostopthedownwardspiralnowisanactofsupremecollectivewillbyeuro-zonegovernmentstoerectabarrageoffinancialmeasurestostaveoffthecrisisandputthegovernanceoftheeuroonasounderfooting.Arescuemustdofourthingsfast.FirstitmustmakeclearwhichofEurope’sgovernmentsaredeemedilliquidandwhichareinsolventgivingunlimitedbackingtothesolventgovernmentsbutrestructuringthedebtofthosethatcanneverrepayit.SecondithastoshoreupEurope’sbankstoensuretheycanwithstandasovereigndefault.Thirditneedstoshifttheeurozone’smacroeconomicpolicytowardsanagendaforgrowth.Andfinallyitmuststarttheprocessofdesigninganewsystemtostopsuchamesseverbeingcreatedagain.Sofartheeurozone’sresponsehasreliedtoomuchonausterity.Sharplycuttingbudgetdeficitshasbeenthepriority.Butthiscollectivelyhugefiscalcontractionisself-defeating.BydrivingweakenedeconomiesintorecessionitonlyincreasesworriesaboutbothgovernmentdebtsandEuropeanbanks.Andmerebudget-cuttingdoesnotdealwiththerealcauseofthemesswhichisalossofcredibility.Insteadofausterityacrediblerescueshouldstartwithgrowth.Allthetroubledeconomiesneedarenewedprogrammeofstructuralreformandliberalisation.Freeingupservicesandprofessionsprivatizingcompaniescuttingbureaucracyanddelayingretirementwillcreateconditionsforrenewedgrowth—andthatisthebestwaytoreducedebts.TherecapitalizationofEurope’sbanksmustbebasedonproperstresstests.Somebanksmaybeabletoraisemoneyintheequitymarketsbutthemostvulnerablewillneedgovernmenthelp.Itmakessensetosetupaeuro-zonebankfundtogetherwithaeuro-zonebank-resolutionauthority.NoneofthiswillworkunlesstheEuropeanscreateafirewallaroundthegovernmentswhocanpaytheirdebtsandwhoarenotindebt.SomehavearguedforasystemofEurobondsinwhicheverycountry’sdebtisbackedbyall.Butthepoliticaloversighttoensurethathigh-spendingcountriesdonotwasteotherpeople’smoneywouldtakeyearstosortout—andonethingtheeurozonedoesnothaveistime.AccordingtoParagraphs5and6theauthorbelievesthat
Itdoesn’ttakelongtogetagoodfeelforthepotentialofcloudcomputingandhowitcanofferreadyaccesstoentirelynewbusinesscapabilitieslessexpensiveITresourcesandunrivaledflexibilityforbusinessesofeverysize.Sincebecomingahottopicearly2008asmajorvendorsincludingtopfirmssuchasAmazonGoogleandMicrosoftjumpedonthebandwagonwithawide-rangeofofferingscloudcomputinghasconsistentlystayedontheindustry’sradar.Withleadingcompaniesstilljoiningthemovement—includingIBMHPandSalesforce—cloudcomputinghasmovedfromacottageindustrytooneofthebiggergrowthareasinthecomputingbusinessjustastheindustryasawholebeginstotakeseriouslumpsfromtherecession.Theonusisnowonbusinessestotakeadvantageofcloudcomputingtocutcostsandbecomemoreagile.Intheprocesstheywillhavesomehardchoicestomake—someintriguingonestoo—iftheywanttoaccessthemanyadvantagesthatcloudcomputingplatformscanprovide.Therearealsosomenon-trivialchallengesinvolvedinadoptingcloudcomputingthatmustbewatchedcloselyaswell.Theseincludesalonglistofissuessuchasthesecurityandprivacyofbusinessdatainremote3rdpartydatacentersthedreadedconcernsaboutplatformlock-inworriesaboutreliabilityandperformanceandevenfearsaboutmakingthewrongdecisionbeforetheindustrybeginstomature.Howeverinabusinessenvironmentwherechangeisalmostmandatoryinordertosurvivecloudcomputingappearstooffersignificanteconomicbenefitsiftheriskscanbeoffset.HenceoneofthebiggerchallengesITdepartmentswillfacethisyeariswhethertheycantaketheplungewithcloudcomputingquicklyenoughtobenefittheirorganizationsasawhole.PhilWainewrighthascoveredsomeofthemoreinterestingissuesswirlingaroundcloudcomputingoflateincludingthedefaultlock-outthatoccursintheeventofthedemiseofacloudcomputingprovideraswellasthebrewingSLAbattlesbetweenthemajorproviders.Thisunderscoreshewthecloudcomputingspaceiswherethenewplatformwarsareformingandit’ssizinguptobeasbigorbiggerthanearlierones.Thegoodnewsfornow:Inawide-opennewindustrythereisnoclearleadertodayandchoiceprevails.Thisbringsupthesidediscussionofwhatactuallyconstitutescloudcomputingsinceeveryoneseemstobeapplyingthelabeltoanythingthatrunsonthenetwork.IsitWebhostingofyourapplicationcodeIsitasoftwareplatformasanon-demandserviceDoSaaSapplicationscountascloudcomputingTheanswerstoallthesequestionsareaqualifiedyes;theanswerhoversroughlyaroundtheoutsourcingofcomputingofanykindCPUstorageappsetc.usingasharedcostcommodityutilitymodel.Ingeneralyouknowifyou’reinvolvedwithcloudcomputingofsomekindifyou’rereceivingabillforcomputingservicesbeingdoneforyousomewhereelsebutwhichyoucanaccessdirectly.Accordingtothepassagecloudcomputing
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