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NiallFitzGeraldwouldhavelikedtoleaveUnileverina
fierce competition,
its inefficiency.
the depressing sales.
its strategy.
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NiallFitzGeraldwouldhavelikedtoleaveUnileverinabla
fierce competition,
its inefficiency.
the depressing sales.
its strategy.
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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.ThewordtraumaPara.1mostprobablymeans
Throughouthistoryandthroughacross-sectionofcultureswomenhavetransformedtheirappearancetoconformtoabeautyideal.AmericanandEuropeanwomenlivedinthe1800scinchedintheirwaistssotightlythatsomesufferedinternaldamage.TheNorthAmericanidealofbeautyhascontinuallyfocusedonwomen’sbodies:thetinywaistoftheVictorianperiodandthevoluptuouscurvesthatwerethemeasureofbeautybetweenthe1930sand1950s.1Howeverthisrelentlesspursuitofthinnessisnotjustanexampleofwomentryingtolooktheirbest;itisalsoastruggleforcontrolacceptanceandsuccess.2Oneofthenegativepsychologicalsideeffectsassociatedwitheatingdisordersisthepatient’sdistortionoftheirownbodyimagebodyimagebeingdefinedasthepictureapersonhasinhismindofhisownbodythatisthewayhisbodyappearstohim.Manywomenwhoarecaughtupintherelentlesspursuitofthinnessalsoexperiencesomedegreeofdisturbedbodyimage.34.Womenwithperfectlynormalbodiesseethemselvesasbeingheavy;sothatthedefinitionofnormalbecomesinaccurateandthisperceivednormalcyisrepresentedbyaverysmallpercentageofwomen.Itfollowsthatifbodyimageissocloselylinkedtoself-imageitisimportantforwomentolearntofeelcomfortablewiththebodytheyliveindespiteanyimperfections.5.Advertisingisamajorvehicleforpresentingimagesandformingattitudes.Themajorityofadsincorporateyoungbeautifulslendermodelstopresenttheirproductsandservices.Whileindividualadsmaynotbeseenasabigissueitisthecumulativeunconsciousimpactthathasaneffectonattitudestowardwomenandinwomen’sattitudestowardthemselves.Aswomenareconsistentlyexposedtothesefeminineformsthroughbothprintandtelevisionitbecomesdifficulttodistinguishwhatisnormalandevenmoredifficultnottocomparethemselvestothisform.A.Theexperiencesandpracticesofwomenwhosimplydietarenotradicallydifferentfromthosewhoarediagnosedwitheatingdisorders.Forsomewomenachievingtheperfectbodyformbecomesthemostimportantgoalinlife.B.Currentstandardsemphasizeatonedslenderlookonethatexudesfitnessyouthandhealth.AccordingtopsychologistEvaSzekelyHavingtobeattractiveatthistimemeansunequivocallyhavingtobethin.InNorthAmericatodaythinnessisapreconditionforbeingperceivedbyothersandoneselfashealthy.C.Theimagesthatarepresentedinadvertisingaredesignedtocreateanillusionafantasyidealthatwillkeepwomencontinuallyconsuming.Advertisersarewellawareoftheinsecuritiesthatmostwomenfeelabouttheirownbodies.D.Sowhyduringthisprocessofdevelopmentsomanywomenbecomedissatisfiedself-criticalandjudgmentalabouttheirownbodiesOneofthereasonsmayhavetodowiththemediaandvariousformsofadvertising.Adssellmorethanjustproducts;theypresentanideaofnormalcywhoweareandwhoweshouldbe.E.Whilewomencontinuetostruggleforequalityonaneconomicscaleandwithintheirrelationshipstheystillmaintaincontrolovertheirownbodies.Itisimportantthatwomenbegintoacceptthemselvesforwhotheyareregardlessoftheirbodytypeandtofeelcomfortablewiththebodytheylivein.F.Inattemptingtomouldtheirappearancetomeetthecurrentidealnumerouswomenareliterallystarvingthemselvestodeath.Theincidenceofeatingdisordershasdoubledduringthelasttwodecades.Thisincreaseisnolongerlimitedtowomenintheirteensandtwentiesbutisincreasinglydiagnosedinpatientsintheirthirtiesandforties.G.Feelingsaboutbodyarecloselyrelatedtoawoman’ssenseofself;thebodyisperceivedasacceptableorunacceptableprovidingafoundationforself-concept.Itisalarmingthenthatalmost80%ofwomenthinkthey’reoverweight.Bodyimagehasverylittletodowiththewayapersonactuallylooks;manywomenwhoappeartofittheidealbodytypeareactuallydissatisfiedwiththeirappearance.
A.AnalyzingyourowntasteB.BeingcautiouswhenexperimentingC.FindingamodeltofollowD.GettingthefinallookabsolutelyrightE.LearningtoberealisticF.MakingregularconsciouschoicesWhenwemeetpeopleforthefirsttimeweoftenmakedecisionsaboutthembasedentirelyonhowtheylook.Andofcourseit’ssomethingthatworksbothwaysforwetooarebeingjudgedonourappearance.Whenwelookgoodwefeelgoodwhichinturnleadstoamoreconfidentandself-assuredmanner.Peoplethenpickuponthisconfidenceandrespondpositivelytowardsus.Undoubtedlyit’swhat’sinsidethat’simportantbutsometimeswecansendoutthewrongsignalssimplybywearinginappropriateclothingornotspendingenoughtimethinkingabouthowothersseeus.1.Forexamplepeopleoftenmakethemistakeoftryingtolooklikesomeoneelsethey’veseeninamagazinebutthisisusuallyadisasterasweallhaveourowncharacteristics.Standinfrontofafull-lengthmirrorandbehonestwithyourselfaboutwhatyousee.Thereisnoneedtodwellonyourfaults—weallhavegoodpointsandbadpoints—butthinkinsteadaboutthebestwaytoemphasizethegoodones.2.Whenselectingyourclotheseachdaythinkaboutwhomyou’relikelytomeetwhereyou’regoingtobespendingmostofyourtimeandwhattasksyouarelikelytoperform.Clearlysomeoutfitswillbemoreappropriatetodifferentsortsofactivityandthiswilldictateyourchoicetoanextent.Howeverthere’snoneedtoabandonyourindividualtastecompletely.Afterallifyoudresstopleasesomebodyelse’sideaofwhatlooksgoodyoumayendupfeelinguncomfortableandnotquiteyourself.3.Buttoknowyourownmindyouhavetogettoknowyourself.WhatdoyoutrulyfeelgoodinThereareprobablyafewfavoriteitemsthatyouwearalot—mostpeoplewear20percentoftheirwardrobe80percentofthetime.Lookattheseclothesandaskyourselfwhattheyhaveincommon.AretheyneatandtidylooseandflowingThenlookatthethingshanginginyourwardrobethatyoudon’twearandaskyourselfwhy.Gothroughafewmagazinesandcataloguesandmarkthethingsthatcatchyoureye.Isthereacommontheme4.Somecolorsbringyournaturalcoloringtolifeandotherscangiveusawashed-outappearance.Tryoutnewcolorsbyallmeansbutrememberthatdressinginbrightcolorswhenyoureallylikesubtleneutraltonesorviceversawillmakeyoufeelself-consciousanduncomfortable.Youknowdeepdownwhereyourowntasteboundarieslie.Andalthoughit’sgoodtochallengethosesometimeswithnewcombinationsorshadestakecarenottogotoofarallatonce.5.Soyou’vechosenanoutfitthatmatchesyourstyleyourpersonalityyourshapeandyourcoloring.ButdoesitfitIfsomethingistootightortoolooseyouwon’tachievethedesiredeffectandnomatterwhatotherqualitiesithasitwon’timproveyourappearanceoryourconfidence.Sometimeswebuythingswithoutthinking.Somepeoplewhodislikeshoppinggrabthefirstthingtheyseeorprefertousemail-orderortheInternet.Inallcasesifitdoesn’tfitperfectlydon’tbuyitbecausethefinerdetailsarejustasimportantastheoverallstyle.Reappraisingyourimageisn’tselfishbecauseeveryonewhocomesintocontactwithyouwillbenefit.You’lllookbetterandyou’llfeelabetterpersonallround.AndifindoubtyouonlyneedtoreadProfessorAlbertMehrabian’sbookSilentMessagestoremindyourselfhowimportantoutwardappearancesare.Hisresearchshowedthattheimpactwemakeoneachotherdepend55percentonhowwelookandbehave38percentonhowwespeakandonly7percentonwhatweactuallysay.Sowhateverstageyouareatinyourlifewhateverroleyouplayisn’tittimeyoumadethemostofyourself
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.Wecansafelyconcludethat
C.P.Snowoncesaid:Asenseofthefutureisbehindallgoodpolicies.Unlesswehaveitwecangivenothingeitherwiseordecenttotheworld.Thinkingcarefullyaboutanoutcomeisanintelligentfirststepinmanyprocessesespeciallywhenthestakesarehighpossiblyevendangerous.DoyouhaveanyexperienceingettingoutofhazardoussituationsInthemostexceptionalcircumstancesafewgoodrulesofthumbmaysaveyou.Herearefivethingstokeepinmind.1.StaycalmIfacatastrophethreatensyourlifepanicwillonlymakemattersworse.Nothingbutcalmnesscanhelpyouadequatelytakestockofthesituationandtakeappropriatemeasures.2.RemainconfidentDesperationcanparalyzeyouorsapyourenergywhileconfidenceisthekeytosavingyourself.3.HelpeachotherYoushouldorganizeformutualassistanceincaseofanearthquakefloodfireetc.Peopleworkingtogethercanalwayscopemoresuccessfullywithanyadversesituation.Solidaritymeansstrength;solidaritymeansvictory.4.BeobedienttosuperiorsThebeststrategywhenfacingacatastropheistoobeycommandsandkeeporder.Moreoftenthannotleadersareexpertsorsomeonefamiliarwiththesituationorwithrichexperience.Beingtooindividualisticandgoingyourownwaywillusuallymakethesituationworseforyouandothers.Sothebestthingtodoistolisten;toauthoritiesandremainorderly.5.CommunicateWhenindangeritisbesttoseekhelpimmediatelysothosewithmoreresourcescancometoyouraid.Ifyouareatriskusewhatevermeansavailableassoonaspossibletocontactothersforhelpandtakeeffortstomaintaincommunicationonceitisestablished.Whileeverycatastropheisdifferentinitsownwayallcanbemetandhopefullyovercomewiththeabove-mentionedpiecesofadvice.Bycarefullyconsideringwhatneedstobedoneevenundertheworstofsituationsonecanfindsolutionsorendureuntilaidedbyothers.A.Apersontrappedinruinsinanearthquakedidn’tlosehope.Thevictimovercamehispainanddespairandkeptbangingoutsignalsonthefallenwallaroundhimforhelp.Becauseofhiseffortsarescueteamwasabletofindhimandsavehislife.B.Forexampleifnumerouspeopleareinvolvedinadangeroussituationsomeoutoffearorinclinationmaynotfollowdirectionorheedsoundadvice.Asaresultofthedisorderrescueeffortsarehinderedorworsemorecasualtiesareincurred.C.NinefishermenfromPeruwerehitbyaseverestormbuttheydidn’tpaniceventhoughtheirboatwasdamagedsobadlythattheycouldn’tsailhome.Theymaintainedfaiththattheywouldsurelytobesavedandtheirbeliefgavethemstrength.Whenthereishopethereisaway!Theysurvivedatseafor40daysbeforetheywerefinallyrescued.Theirstoryisagoodsampleforfuturepeoplelostatsea.Itisbesttoremembertheproverb:Godhelpsthosewhohelpthemselves.D.Historyshowsthatwhenpeopleareindangermutualassistancepromotesconfidenceandreassuringothersnotonlyhelpsthembutcancalmyouaswell.Helpingothersisbeneficialespeciallyinthedirestcircumstances.DuringtheSept.11attacksinAmericapeoplepulledtogetherandsupportedeachother.Thisnotonlyreducedcasualtiesbutalsoleftadeepimpressiononpeoplearoundworld.Rememberhelpingothersishelpingyourself!E.TheApollo13spacemissionsufferedcatastrophicmechanicalproblemsenroutetotheMoon.ItsmalfunctionwascausedbyanexplosionandruptureofoxygentankNo.2intheservicemodule.TheNASAMissionControlCenterimmediatelyissuedtwoorders.Thesecondorderwasconcerningnavigation.ButcanyouguesswhatthefirstorderwasUnbelievablytheastronautsweretoldtotaketwotranquillizerpillseach!Asaresultcalmnesshelpedtheastronautsovercomeaseriesofdifficultiesandreturntoearth.Calmnesscanworkmiraclesintimesofemergency.F.Thebestwaytopreventacatastrophefromhappeningisplanningahead.Youshouldoftencheckyourcircuitsstoveselectricalappliancesandgaspipelines.Beforesleepinginahotelyoushouldbeawareofthenearestexitincaseofanemergency.Preparationavertsperil./
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: 3
Forasocietytoexistitmusthaveasystemofleadership.Somepeoplewillhavetohavepoweroverothers.AsMaxWeberpointedouthoweverpeoplecanperceivepoweraslegitimateorillegitimate.Weberusedthetermauthoritytorefertolegitimatepowerthatispowerthatpeopleacceptasright.Incontrastillegitimatepowercoercionispowerthatpeopledonotacceptasjust.1.CustomandauthorityThroughouttheworld’shistorythemostcommonformofauthorityhasbeentraditional.Traditionalauthoritywhichisbasedoncustomisthehallmarkofpreliterategroups.Inthesesocietiescustomdictatesbasicrelationships.2.TraditionalgenderdifferenceGenderrelationsinpreliterategroupsarealsobasedontraditionalauthority.Thedivisionsbetweenmenandwomenarebasedonthepastwithcustomdeterminingthatagulfshouldbemaintainedbetweenthem.Customalsodictatesthespecificsoftheirrelationships.3.ChangeoftraditionWhentraditionalsocietychangestraditionalauthorityisundermined.4.TraditioninmodernsocietyEveninindustrialandpostindustrialsocietieshowevertraditionalauthoritynevertotallydiesout.5.ChallengestotraditionThistraditionalauthorityunquestionedinmostplacesintheworldhasnotgonecompletelychallengedhowever.JustasforthewidowofSpainandPortugalmattersarenolongerasclear-cutastheyoncewereandsomeWesternsocietiesdebatetherightofparentstohittheirkids.Althoughtheimagesthatcometomindwhenwethinkofpowerarethoseofgovernment—kingsqueenscoupsdictatorshipsrunningforofficevoting—traditionalauthorityinthesenseofpowerrelationsisalsoaninevitablepartofeverydaylife.A.Inademocracyforexamplethepresident’sauthoritycomesfromtheofficeasspecifiedinthewrittenconstitutionnotfromhisorherreputationorpersonalcharacteristics.B.AgoodcaseinpointisSweden:ithasevenpassedlawsthatforbidspankingandSwedenauthoritiesarrestparentswholayahandontheirchildren.C.ForexampleinsmallvillagesinsouthernSpainandinalargepartofPortugalwidowsareexpectedtowearonlyblackuntiltheyremarry—whichgenerallymeansthattheywearblackfortherestoftheirlives.Theforceofatraditionissostrongthatifawidowweretoviolatethedresscodeshewouldcreateascandal.D.Parentalauthorityprovidesanexcellentexample.Parentsexerciseauthorityovertheirchildrenbecausetheyhavealwayshadsuchauthority.Fromgenerationspastweinherittheideathatparentsarenotonlyresponsibleforprovidingtheirchildrenwithfoodshelteranddisciplinebutalsothattheyhavetherighttochoosetheirchildren’sdoctorsandschoolsandteachthemreligionandmorality.E.Forexamplebecauseofbirthaparticularindividualbecomesthechiefkingorqueen.Asfarasmembersofthatsocietyareconcernedthisistherightwaytodeterminearulerbecausethatisthewayithasalwaysbeendone.F.Asasocietyindustrializesforexamplenewperspectivesonlifeopenupandnolongerdoestraditionalauthoritygounchallenged.ThusincontemporarysouthernSpainandpartsofPortugalyoucanseeoldwomendressedinblackfromheadtotoeandyouimmediatelyknowtheirmaritalstatus.Youngerwidowshoweverarelikelytobeindistinguishablefromotherwomen.
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.Whatdoesthephrasestayedontheindustry’sradarPara.1probablymean
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.Thesugarmanufacturershaveinvestedheavilyinbehind-the-scenessubsidizedsciencebecausethey
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.Astotheconstitutionofcloudcomputing
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./Afterreadingthispassageweknowthatintheauthor’sopinion
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: 1
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.Accordingtotheauthorcheerleadersforrenewableenergy
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.AccordingtoParagraph4thesignificanceofDrBaker’sstudyliesinthat
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: 5
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./AccordingtothepassagewhichofthefollowingisNOTtrue
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.
Throughouthistoryandthroughacross-sectionofcultureswomenhavetransformedtheirappearancetoconformtoabeautyideal.AmericanandEuropeanwomenlivedinthe1800scinchedintheirwaistssotightlythatsomesufferedinternaldamage.TheNorthAmericanidealofbeautyhascontinuallyfocusedonwomen’sbodies:thetinywaistoftheVictorianperiodandthevoluptuouscurvesthatwerethemeasureofbeautybetweenthe1930sand1950s.1Howeverthisrelentlesspursuitofthinnessisnotjustanexampleofwomentryingtolooktheirbest;itisalsoastruggleforcontrolacceptanceandsuccess.2Oneofthenegativepsychologicalsideeffectsassociatedwitheatingdisordersisthepatient’sdistortionoftheirownbodyimagebodyimagebeingdefinedasthepictureapersonhasinhismindofhisownbodythatisthewayhisbodyappearstohim.Manywomenwhoarecaughtupintherelentlesspursuitofthinnessalsoexperiencesomedegreeofdisturbedbodyimage.34.Womenwithperfectlynormalbodiesseethemselvesasbeingheavy;sothatthedefinitionofnormalbecomesinaccurateandthisperceivednormalcyisrepresentedbyaverysmallpercentageofwomen.Itfollowsthatifbodyimageissocloselylinkedtoself-imageitisimportantforwomentolearntofeelcomfortablewiththebodytheyliveindespiteanyimperfections.5.Advertisingisamajorvehicleforpresentingimagesandformingattitudes.Themajorityofadsincorporateyoungbeautifulslendermodelstopresenttheirproductsandservices.Whileindividualadsmaynotbeseenasabigissueitisthecumulativeunconsciousimpactthathasaneffectonattitudestowardwomenandinwomen’sattitudestowardthemselves.Aswomenareconsistentlyexposedtothesefeminineformsthroughbothprintandtelevisionitbecomesdifficulttodistinguishwhatisnormalandevenmoredifficultnottocomparethemselvestothisform.A.Theexperiencesandpracticesofwomenwhosimplydietarenotradicallydifferentfromthosewhoarediagnosedwitheatingdisorders.Forsomewomenachievingtheperfectbodyformbecomesthemostimportantgoalinlife.B.Currentstandardsemphasizeatonedslenderlookonethatexudesfitnessyouthandhealth.AccordingtopsychologistEvaSzekelyHavingtobeattractiveatthistimemeansunequivocallyhavingtobethin.InNorthAmericatodaythinnessisapreconditionforbeingperceivedbyothersandoneselfashealthy.C.Theimagesthatarepresentedinadvertisingaredesignedtocreateanillusionafantasyidealthatwillkeepwomencontinuallyconsuming.Advertisersarewellawareoftheinsecuritiesthatmostwomenfeelabouttheirownbodies.D.Sowhyduringthisprocessofdevelopmentsomanywomenbecomedissatisfiedself-criticalandjudgmentalabouttheirownbodiesOneofthereasonsmayhavetodowiththemediaandvariousformsofadvertising.Adssellmorethanjustproducts;theypresentanideaofnormalcywhoweareandwhoweshouldbe.E.Whilewomencontinuetostruggleforequalityonaneconomicscaleandwithintheirrelationshipstheystillmaintaincontrolovertheirownbodies.Itisimportantthatwomenbegintoacceptthemselvesforwhotheyareregardlessoftheirbodytypeandtofeelcomfortablewiththebodytheylivein.F.Inattemptingtomouldtheirappearancetomeetthecurrentidealnumerouswomenareliterallystarvingthemselvestodeath.Theincidenceofeatingdisordershasdoubledduringthelasttwodecades.Thisincreaseisnolongerlimitedtowomenintheirteensandtwentiesbutisincreasinglydiagnosedinpatientsintheirthirtiesandforties.G.Feelingsaboutbodyarecloselyrelatedtoawoman’ssenseofself;thebodyisperceivedasacceptableorunacceptableprovidingafoundationforself-concept.Itisalarmingthenthatalmost80%ofwomenthinkthey’reoverweight.Bodyimagehasverylittletodowiththewayapersonactuallylooks;manywomenwhoappeartofittheidealbodytypeareactuallydissatisfiedwiththeirappearance.
C.P.Snowoncesaid:Asenseofthefutureisbehindallgoodpolicies.Unlesswehaveitwecangivenothingeitherwiseordecenttotheworld.Thinkingcarefullyaboutanoutcomeisanintelligentfirststepinmanyprocessesespeciallywhenthestakesarehighpossiblyevendangerous.DoyouhaveanyexperienceingettingoutofhazardoussituationsInthemostexceptionalcircumstancesafewgoodrulesofthumbmaysaveyou.Herearefivethingstokeepinmind.1.StaycalmIfacatastrophethreatensyourlifepanicwillonlymakemattersworse.Nothingbutcalmnesscanhelpyouadequatelytakestockofthesituationandtakeappropriatemeasures.2.RemainconfidentDesperationcanparalyzeyouorsapyourenergywhileconfidenceisthekeytosavingyourself.3.HelpeachotherYoushouldorganizeformutualassistanceincaseofanearthquakefloodfireetc.Peopleworkingtogethercanalwayscopemoresuccessfullywithanyadversesituation.Solidaritymeansstrength;solidaritymeansvictory.4.BeobedienttosuperiorsThebeststrategywhenfacingacatastropheistoobeycommandsandkeeporder.Moreoftenthannotleadersareexpertsorsomeonefamiliarwiththesituationorwithrichexperience.Beingtooindividualisticandgoingyourownwaywillusuallymakethesituationworseforyouandothers.Sothebestthingtodoistolisten;toauthoritiesandremainorderly.5.CommunicateWhenindangeritisbesttoseekhelpimmediatelysothosewithmoreresourcescancometoyouraid.Ifyouareatriskusewhatevermeansavailableassoonaspossibletocontactothersforhelpandtakeeffortstomaintaincommunicationonceitisestablished.Whileeverycatastropheisdifferentinitsownwayallcanbemetandhopefullyovercomewiththeabove-mentionedpiecesofadvice.Bycarefullyconsideringwhatneedstobedoneevenundertheworstofsituationsonecanfindsolutionsorendureuntilaidedbyothers.A.Apersontrappedinruinsinanearthquakedidn’tlosehope.Thevictimovercamehispainanddespairandkeptbangingoutsignalsonthefallenwallaroundhimforhelp.Becauseofhiseffortsarescueteamwasabletofindhimandsavehislife.B.Forexampleifnumerouspeopleareinvolvedinadangeroussituationsomeoutoffearorinclinationmaynotfollowdirectionorheedsoundadvice.Asaresultofthedisorderrescueeffortsarehinderedorworsemorecasualtiesareincurred.C.NinefishermenfromPeruwerehitbyaseverestormbuttheydidn’tpaniceventhoughtheirboatwasdamagedsobadlythattheycouldn’tsailhome.Theymaintainedfaiththattheywouldsurelytobesavedandtheirbeliefgavethemstrength.Whenthereishopethereisaway!Theysurvivedatseafor40daysbeforetheywerefinallyrescued.Theirstoryisagoodsampleforfuturepeoplelostatsea.Itisbesttoremembertheproverb:Godhelpsthosewhohelpthemselves.D.Historyshowsthatwhenpeopleareindangermutualassistancepromotesconfidenceandreassuringothersnotonlyhelpsthembutcancalmyouaswell.Helpingothersisbeneficialespeciallyinthedirestcircumstances.DuringtheSept.11attacksinAmericapeoplepulledtogetherandsupportedeachother.Thisnotonlyreducedcasualtiesbutalsoleftadeepimpressiononpeoplearoundworld.Rememberhelpingothersishelpingyourself!E.TheApollo13spacemissionsufferedcatastrophicmechanicalproblemsenroutetotheMoon.ItsmalfunctionwascausedbyanexplosionandruptureofoxygentankNo.2intheservicemodule.TheNASAMissionControlCenterimmediatelyissuedtwoorders.Thesecondorderwasconcerningnavigation.ButcanyouguesswhatthefirstorderwasUnbelievablytheastronautsweretoldtotaketwotranquillizerpillseach!Asaresultcalmnesshelpedtheastronautsovercomeaseriesofdifficultiesandreturntoearth.Calmnesscanworkmiraclesintimesofemergency.F.Thebestwaytopreventacatastrophefromhappeningisplanningahead.Youshouldoftencheckyourcircuitsstoveselectricalappliancesandgaspipelines.Beforesleepinginahotelyoushouldbeawareofthenearestexitincaseofanemergency.Preparationavertsperil./
A.AnalyzingyourowntasteB.BeingcautiouswhenexperimentingC.FindingamodeltofollowD.GettingthefinallookabsolutelyrightE.LearningtoberealisticF.MakingregularconsciouschoicesWhenwemeetpeopleforthefirsttimeweoftenmakedecisionsaboutthembasedentirelyonhowtheylook.Andofcourseit’ssomethingthatworksbothwaysforwetooarebeingjudgedonourappearance.Whenwelookgoodwefeelgoodwhichinturnleadstoamoreconfidentandself-assuredmanner.Peoplethenpickuponthisconfidenceandrespondpositivelytowardsus.Undoubtedlyit’swhat’sinsidethat’simportantbutsometimeswecansendoutthewrongsignalssimplybywearinginappropriateclothingornotspendingenoughtimethinkingabouthowothersseeus.1.Forexamplepeopleoftenmakethemistakeoftryingtolooklikesomeoneelsethey’veseeninamagazinebutthisisusuallyadisasterasweallhaveourowncharacteristics.Standinfrontofafull-lengthmirrorandbehonestwithyourselfaboutwhatyousee.Thereisnoneedtodwellonyourfaults—weallhavegoodpointsandbadpoints—butthinkinsteadaboutthebestwaytoemphasizethegoodones.2.Whenselectingyourclotheseachdaythinkaboutwhomyou’relikelytomeetwhereyou’regoingtobespendingmostofyourtimeandwhattasksyouarelikelytoperform.Clearlysomeoutfitswillbemoreappropriatetodifferentsortsofactivityandthiswilldictateyourchoicetoanextent.Howeverthere’snoneedtoabandonyourindividualtastecompletely.Afterallifyoudresstopleasesomebodyelse’sideaofwhatlooksgoodyoumayendupfeelinguncomfortableandnotquiteyourself.3.Buttoknowyourownmindyouhavetogettoknowyourself.WhatdoyoutrulyfeelgoodinThereareprobablyafewfavoriteitemsthatyouwearalot—mostpeoplewear20percentoftheirwardrobe80percentofthetime.Lookattheseclothesandaskyourselfwhattheyhaveincommon.AretheyneatandtidylooseandflowingThenlookatthethingshanginginyourwardrobethatyoudon’twearandaskyourselfwhy.Gothroughafewmagazinesandcataloguesandmarkthethingsthatcatchyoureye.Isthereacommontheme4.Somecolorsbringyournaturalcoloringtolifeandotherscangiveusawashed-outappearance.Tryoutnewcolorsbyallmeansbutrememberthatdressinginbrightcolorswhenyoureallylikesubtleneutraltonesorviceversawillmakeyoufeelself-consciousanduncomfortable.Youknowdeepdownwhereyourowntasteboundarieslie.Andalthoughit’sgoodtochallengethosesometimeswithnewcombinationsorshadestakecarenottogotoofarallatonce.5.Soyou’vechosenanoutfitthatmatchesyourstyleyourpersonalityyourshapeandyourcoloring.ButdoesitfitIfsomethingistootightortoolooseyouwon’tachievethedesiredeffectandnomatterwhatotherqualitiesithasitwon’timproveyourappearanceoryourconfidence.Sometimeswebuythingswithoutthinking.Somepeoplewhodislikeshoppinggrabthefirstthingtheyseeorprefertousemail-orderortheInternet.Inallcasesifitdoesn’tfitperfectlydon’tbuyitbecausethefinerdetailsarejustasimportantastheoverallstyle.Reappraisingyourimageisn’tselfishbecauseeveryonewhocomesintocontactwithyouwillbenefit.You’lllookbetterandyou’llfeelabetterpersonallround.AndifindoubtyouonlyneedtoreadProfessorAlbertMehrabian’sbookSilentMessagestoremindyourselfhowimportantoutwardappearancesare.Hisresearchshowedthattheimpactwemakeoneachotherdepend55percentonhowwelookandbehave38percentonhowwespeakandonly7percentonwhatweactuallysay.Sowhateverstageyouareatinyourlifewhateverroleyouplayisn’tittimeyoumadethemostofyourself
Throughouthistoryandthroughacross-sectionofcultureswomenhavetransformedtheirappearancetoconformtoabeautyideal.AmericanandEuropeanwomenlivedinthe1800scinchedintheirwaistssotightlythatsomesufferedinternaldamage.TheNorthAmericanidealofbeautyhascontinuallyfocusedonwomen’sbodies:thetinywaistoftheVictorianperiodandthevoluptuouscurvesthatwerethemeasureofbeautybetweenthe1930sand1950s.1Howeverthisrelentlesspursuitofthinnessisnotjustanexampleofwomentryingtolooktheirbest;itisalsoastruggleforcontrolacceptanceandsuccess.2Oneofthenegativepsychologicalsideeffectsassociatedwitheatingdisordersisthepatient’sdistortionoftheirownbodyimagebodyimagebeingdefinedasthepictureapersonhasinhismindofhisownbodythatisthewayhisbodyappearstohim.Manywomenwhoarecaughtupintherelentlesspursuitofthinnessalsoexperiencesomedegreeofdisturbedbodyimage.34.Womenwithperfectlynormalbodiesseethemselvesasbeingheavy;sothatthedefinitionofnormalbecomesinaccurateandthisperceivednormalcyisrepresentedbyaverysmallpercentageofwomen.Itfollowsthatifbodyimageissocloselylinkedtoself-imageitisimportantforwomentolearntofeelcomfortablewiththebodytheyliveindespiteanyimperfections.5.Advertisingisamajorvehicleforpresentingimagesandformingattitudes.Themajorityofadsincorporateyoungbeautifulslendermodelstopresenttheirproductsandservices.Whileindividualadsmaynotbeseenasabigissueitisthecumulativeunconsciousimpactthathasaneffectonattitudestowardwomenandinwomen’sattitudestowardthemselves.Aswomenareconsistentlyexposedtothesefeminineformsthroughbothprintandtelevisionitbecomesdifficulttodistinguishwhatisnormalandevenmoredifficultnottocomparethemselvestothisform.A.Theexperiencesandpracticesofwomenwhosimplydietarenotradicallydifferentfromthosewhoarediagnosedwitheatingdisorders.Forsomewomenachievingtheperfectbodyformbecomesthemostimportantgoalinlife.B.Currentstandardsemphasizeatonedslenderlookonethatexudesfitnessyouthandhealth.AccordingtopsychologistEvaSzekelyHavingtobeattractiveatthistimemeansunequivocallyhavingtobethin.InNorthAmericatodaythinnessisapreconditionforbeingperceivedbyothersandoneselfashealthy.C.Theimagesthatarepresentedinadvertisingaredesignedtocreateanillusionafantasyidealthatwillkeepwomencontinuallyconsuming.Advertisersarewellawareoftheinsecuritiesthatmostwomenfeelabouttheirownbodies.D.Sowhyduringthisprocessofdevelopmentsomanywomenbecomedissatisfiedself-criticalandjudgmentalabouttheirownbodiesOneofthereasonsmayhavetodowiththemediaandvariousformsofadvertising.Adssellmorethanjustproducts;theypresentanideaofnormalcywhoweareandwhoweshouldbe.E.Whilewomencontinuetostruggleforequalityonaneconomicscaleandwithintheirrelationshipstheystillmaintaincontrolovertheirownbodies.Itisimportantthatwomenbegintoacceptthemselvesforwhotheyareregardlessoftheirbodytypeandtofeelcomfortablewiththebodytheylivein.F.Inattemptingtomouldtheirappearancetomeetthecurrentidealnumerouswomenareliterallystarvingthemselvestodeath.Theincidenceofeatingdisordershasdoubledduringthelasttwodecades.Thisincreaseisnolongerlimitedtowomenintheirteensandtwentiesbutisincreasinglydiagnosedinpatientsintheirthirtiesandforties.G.Feelingsaboutbodyarecloselyrelatedtoawoman’ssenseofself;thebodyisperceivedasacceptableorunacceptableprovidingafoundationforself-concept.Itisalarmingthenthatalmost80%ofwomenthinkthey’reoverweight.Bodyimagehasverylittletodowiththewayapersonactuallylooks;manywomenwhoappeartofittheidealbodytypeareactuallydissatisfiedwiththeirappearance.
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.
C.P.Snowoncesaid:Asenseofthefutureisbehindallgoodpolicies.Unlesswehaveitwecangivenothingeitherwiseordecenttotheworld.Thinkingcarefullyaboutanoutcomeisanintelligentfirststepinmanyprocessesespeciallywhenthestakesarehighpossiblyevendangerous.DoyouhaveanyexperienceingettingoutofhazardoussituationsInthemostexceptionalcircumstancesafewgoodrulesofthumbmaysaveyou.Herearefivethingstokeepinmind.1.StaycalmIfacatastrophethreatensyourlifepanicwillonlymakemattersworse.Nothingbutcalmnesscanhelpyouadequatelytakestockofthesituationandtakeappropriatemeasures.2.RemainconfidentDesperationcanparalyzeyouorsapyourenergywhileconfidenceisthekeytosavingyourself.3.HelpeachotherYoushouldorganizeformutualassistanceincaseofanearthquakefloodfireetc.Peopleworkingtogethercanalwayscopemoresuccessfullywithanyadversesituation.Solidaritymeansstrength;solidaritymeansvictory.4.BeobedienttosuperiorsThebeststrategywhenfacingacatastropheistoobeycommandsandkeeporder.Moreoftenthannotleadersareexpertsorsomeonefamiliarwiththesituationorwithrichexperience.Beingtooindividualisticandgoingyourownwaywillusuallymakethesituationworseforyouandothers.Sothebestthingtodoistolisten;toauthoritiesandremainorderly.5.CommunicateWhenindangeritisbesttoseekhelpimmediatelysothosewithmoreresourcescancometoyouraid.Ifyouareatriskusewhatevermeansavailableassoonaspossibletocontactothersforhelpandtakeeffortstomaintaincommunicationonceitisestablished.Whileeverycatastropheisdifferentinitsownwayallcanbemetandhopefullyovercomewiththeabove-mentionedpiecesofadvice.Bycarefullyconsideringwhatneedstobedoneevenundertheworstofsituationsonecanfindsolutionsorendureuntilaidedbyothers.A.Apersontrappedinruinsinanearthquakedidn’tlosehope.Thevictimovercamehispainanddespairandkeptbangingoutsignalsonthefallenwallaroundhimforhelp.Becauseofhiseffortsarescueteamwasabletofindhimandsavehislife.B.Forexampleifnumerouspeopleareinvolvedinadangeroussituationsomeoutoffearorinclinationmaynotfollowdirectionorheedsoundadvice.Asaresultofthedisorderrescueeffortsarehinderedorworsemorecasualtiesareincurred.C.NinefishermenfromPeruwerehitbyaseverestormbuttheydidn’tpaniceventhoughtheirboatwasdamagedsobadlythattheycouldn’tsailhome.Theymaintainedfaiththattheywouldsurelytobesavedandtheirbeliefgavethemstrength.Whenthereishopethereisaway!Theysurvivedatseafor40daysbeforetheywerefinallyrescued.Theirstoryisagoodsampleforfuturepeoplelostatsea.Itisbesttoremembertheproverb:Godhelpsthosewhohelpthemselves.D.Historyshowsthatwhenpeopleareindangermutualassistancepromotesconfidenceandreassuringothersnotonlyhelpsthembutcancalmyouaswell.Helpingothersisbeneficialespeciallyinthedirestcircumstances.DuringtheSept.11attacksinAmericapeoplepulledtogetherandsupportedeachother.Thisnotonlyreducedcasualtiesbutalsoleftadeepimpressiononpeoplearoundworld.Rememberhelpingothersishelpingyourself!E.TheApollo13spacemissionsufferedcatastrophicmechanicalproblemsenroutetotheMoon.ItsmalfunctionwascausedbyanexplosionandruptureofoxygentankNo.2intheservicemodule.TheNASAMissionControlCenterimmediatelyissuedtwoorders.Thesecondorderwasconcerningnavigation.ButcanyouguesswhatthefirstorderwasUnbelievablytheastronautsweretoldtotaketwotranquillizerpillseach!Asaresultcalmnesshelpedtheastronautsovercomeaseriesofdifficultiesandreturntoearth.Calmnesscanworkmiraclesintimesofemergency.F.Thebestwaytopreventacatastrophefromhappeningisplanningahead.Youshouldoftencheckyourcircuitsstoveselectricalappliancesandgaspipelines.Beforesleepinginahotelyoushouldbeawareofthenearestexitincaseofanemergency.Preparationavertsperil./
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.InordertobenefittheirorganizationstheITdepartments
Forasocietytoexistitmusthaveasystemofleadership.Somepeoplewillhavetohavepoweroverothers.AsMaxWeberpointedouthoweverpeoplecanperceivepoweraslegitimateorillegitimate.Weberusedthetermauthoritytorefertolegitimatepowerthatispowerthatpeopleacceptasright.Incontrastillegitimatepowercoercionispowerthatpeopledonotacceptasjust.1.CustomandauthorityThroughouttheworld’shistorythemostcommonformofauthorityhasbeentraditional.Traditionalauthoritywhichisbasedoncustomisthehallmarkofpreliterategroups.Inthesesocietiescustomdictatesbasicrelationships.2.TraditionalgenderdifferenceGenderrelationsinpreliterategroupsarealsobasedontraditionalauthority.Thedivisionsbetweenmenandwomenarebasedonthepastwithcustomdeterminingthatagulfshouldbemaintainedbetweenthem.Customalsodictatesthespecificsoftheirrelationships.3.ChangeoftraditionWhentraditionalsocietychangestraditionalauthorityisundermined.4.TraditioninmodernsocietyEveninindustrialandpostindustrialsocietieshowevertraditionalauthoritynevertotallydiesout.5.ChallengestotraditionThistraditionalauthorityunquestionedinmostplacesintheworldhasnotgonecompletelychallengedhowever.JustasforthewidowofSpainandPortugalmattersarenolongerasclear-cutastheyoncewereandsomeWesternsocietiesdebatetherightofparentstohittheirkids.Althoughtheimagesthatcometomindwhenwethinkofpowerarethoseofgovernment—kingsqueenscoupsdictatorshipsrunningforofficevoting—traditionalauthorityinthesenseofpowerrelationsisalsoaninevitablepartofeverydaylife.A.Inademocracyforexamplethepresident’sauthoritycomesfromtheofficeasspecifiedinthewrittenconstitutionnotfromhisorherreputationorpersonalcharacteristics.B.AgoodcaseinpointisSweden:ithasevenpassedlawsthatforbidspankingandSwedenauthoritiesarrestparentswholayahandontheirchildren.C.ForexampleinsmallvillagesinsouthernSpainandinalargepartofPortugalwidowsareexpectedtowearonlyblackuntiltheyremarry—whichgenerallymeansthattheywearblackfortherestoftheirlives.Theforceofatraditionissostrongthatifawidowweretoviolatethedresscodeshewouldcreateascandal.D.Parentalauthorityprovidesanexcellentexample.Parentsexerciseauthorityovertheirchildrenbecausetheyhavealwayshadsuchauthority.Fromgenerationspastweinherittheideathatparentsarenotonlyresponsibleforprovidingtheirchildrenwithfoodshelteranddisciplinebutalsothattheyhavetherighttochoosetheirchildren’sdoctorsandschoolsandteachthemreligionandmorality.E.Forexamplebecauseofbirthaparticularindividualbecomesthechiefkingorqueen.Asfarasmembersofthatsocietyareconcernedthisistherightwaytodeterminearulerbecausethatisthewayithasalwaysbeendone.F.Asasocietyindustrializesforexamplenewperspectivesonlifeopenupandnolongerdoestraditionalauthoritygounchallenged.ThusincontemporarysouthernSpainandpartsofPortugalyoucanseeoldwomendressedinblackfromheadtotoeandyouimmediatelyknowtheirmaritalstatus.Youngerwidowshoweverarelikelytobeindistinguishablefromotherwomen.
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.Accordingtothetextthescientistsseemtoworryabout
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.WhatdoesthewordstagnatingPara.3mostprobablymean
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.Howwillwindpowerhelpconsumerssavemoney
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.Itcanbeinferredthattropicaldevelopingcountriesaremorevulnerableto
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.PI6INK4Aisamoleculethat
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