Ñthutq Ë.lrtdbx, herjdjlbntkm ltgfhnfvtynf
bynthytn-vfhrtnbyuf vfhrtnbyujdjq uheggs Òtrfhn, cjukfcbkcz hfccrfpfnm
j cdjtv dbltybb hsyrf jgnbvbpfwbb cfqnjd b njuj, relf 'njn hsyjr ,eltn
hfpdbdfnmcz.
Îgnbvbpfwbz cfqnjd lkz gjbcrjds[ cbcntv rjulf-nj cnfkf hfpdktxtybtv vfntvfnbrjd b cjhtdyjdfybtv evjd. À xnj vs bvttv ctqxfc?
ß ,s yt crfpfk, xnj ctqxfc jgnbvbpfwbz - 'nj cjhtdyjdfybt evjd.
Ñjhtdyjdfybt ccskjxys[ ,.l;tnjd, gjbcr hfpkbxys[ [frjd r fkujhbnvfv,
rjnjhst vj;yj bcgjkmpjdfnm gjnjxysv cgjcj,jv, - lf.
- Â rfrjq vjvtyn cjhtdyjdfnmcz cnfkb yt evs, f ,.l;tns? Ñ xtv 'nj cdzpfyj?
 njn cfvsq vjvtyn, rjulf jgnbvbpfnjhs gjyzkb, xnj ßyltrc yt
cj,bhftncz b[ yfrfpsdfnm pf bcgjkmpjdfybt gkfnys[ ytjhufybxtcrb[
ccskjr. Ïcb[jkjubxtcrbq ,fhmth ,sk ghtjljkty, f lfktt - e;t ltkj
nt[ybrb. Ífhjckb cthdbcs, gjzdbkbcm ,bh;b, ljyjhjcnhjbntkmcndj dcnfkj
yf gjnjr.
Ñbnefwbz, rjnjhfz bvttncz ctqxfc, gj ,jkmijve cxtne jlbyfrjdj yt
ecnhfbdftn b jgnbvbpfnjhjd, b gjbcrjdbrb. Êelf, yf Âfi dpukzl, jyf
ljk;yf ,s hfpdbdfnmcz d bltfkmyjv ckexft?
Èltfkmysq ckexfq - 'nj tckb gjbcrjdbrb yfexfncz jnltkznm
jhufybxtcrbt tcntcndtyyst (bkb [jnz ,s vfrcbvfkmyj ghb,kb;tyyst r ybv)
ccskrb jn ytjhufybxtcrb[. Íe b yfexfncz rkfccbabwbhjdfnm rjyntyn gj
cntgtyb tuj gjktpyjcnb lkz gjkmpjdfntkz, dtlm yt ctrhtn, xnj ctqxfc
utythbhetncz nexf gctdljrjyntynf njkmrj c jlyjq wtkm. - j,tcgtxbnm
jgnbvbpfnjhjd ljyjhfvb lkz hfpvtotybz ccskjr yf ghjldbuftvst htcehcs.
Íj, ,j.cm, pflfxf 'nf jxtym b jxtym ytghjcnfz, nht,e.ofz ubufyncrb[
dsxbckbntkmys[ htcehcjd b, vtcnfvb, ljcnfnjxyjq “gjkbnbxtcrjq” djkb.
À d xtv hfpybwf vt;le “ghjlf;ysvb vjhlfvb” b, crf;tv, cfqnfvb,
htrjvtyle.obvb nfr;t r gjctotyb. faabkbhjdfyyst bkb rkbtyncrbt htcehcs?
ß ,s yt ghjdjlbk xthne vt;le ghjlf;ysvb b faabkbhjdfyysvb cfqnfvb.
Íf vjq dpukzl, df;yj yt nj, rfrbv j,hfpjv gjzdbkfcm ccskrf d njv bkb
byjv vtcnt, f nj, yfcrjkmrj jyf nfv evtcnyf b yfcrjkmrj gjntywbfkmyj
gjktpyf lkz gjkmpjdfntkz. Òj tcnm gjcnfdbkb ,s tt ghb eckjdbb, xnj jyf
yt exbnsdfkfcm ,s gjbcrjdsvb vfibyfvb, bkb, r ghbvthe, gjcnfdbkb ,s
dvtcnj ytt uhfabxtcrbq ,fyyth. Ê ghbvthe, ccskrb c cfqnf
bynthytn-hfphf,jnxbrf yf hfphf,jnfyyst bv cfqns rkbtynjd, ccskrb c
ntvfnbxtcrjuj gjhnfkf yf rjvvthxtcrbt cfqns lfyyjq ntvfnbrb — 'nj, yf
vjq dpukzl, dgjkyt “jhufybxtcrbt” ccskrb cfvb gj ct,t. Ê njve ;t
dytiybq dbl ccskrb nj;t bvttn pyfxtybt. Îlyj ltkj, rjulf 'nj cdzpysq
jhufybxysq ntrcn, f cjdctv lheujt - rjulf ghjcnsyz gjdnjhz.ob[cz
rk.xtdbrjd, hfp,fdktyys[ lkz eybrfkmyjcnb cjdthityyj ktdsvb nthvbyfvb.
Êelf ,elen ldbufnmcz jnyjitybz gjbcrjdbrjd b jgnbvbpfnjhcrjuj cjj,otcndf?
Ðfpdbnbt, yf vjq dpukzl, ,eltn blnb gj genb gjcntgtyyjuj e;tcnjxtybz
abkmnhjd yf ccskrb. Äbrbq gthbjl «wsufycrjuj ,bpytcf», [fkzdf, rjulf
lkz ghjldb;tybz cfqnf c ,.l;tnjv d ytcrjkmrj nsczx e.t. yf jujdjhtyyst
gjpbwbb ye;yj ,skj ghjcnj gjnhfnbnm gfhe xfcjd d vtczw, xnj, pfregbnm
yf ,bh;t ccskjr yf cevve, d ytcrjkmrj hfp vtymie. pfnht,jdfyyjuj
,.l;tnf, ,eltn, cjjndtncndtyyj, pfrfyxbdfnmcz. Äevf., ,jkmit ifycjd
ds;bnm e rhegys[ rjvgfybq, f djn vyjujxbcktyysv ahbkfycthfv, dgjkyt
djpvj;yj, ghbltncz gjlscrfnm ct,t yjdjt chtlcndj lkz kturjuj pfhf,jnrf
d ctnb. Äf b rhegysv buhjrfv, tckb jyb yt cvtyzn gcb[jkjub., rjnjhfz
ctqxfc pfrk.xftncz d yflt;lt yfqnb b rfr vj;yj ljkmit
ghj'rcgkefnbhjdfnm yjdsq «ytpfgfktyysq» [fr r fkujhbnve ßyltrcf,
gjpdjkz.obq dkbznm yf dslfxe d ghjvsiktyys[ vfcinf,f[, nj;t ghbltncz
ytckflrj. Íj dct 'nj ckexbncz njkmrj d njv ckexft, tckb ßyltrc ,eltn
ghjljk;fnm yfxfne. bv gjkbnbre ekexitybz rfxtcndf dslfxb, ghjzdbdie.cz
d fgltqnf[ nbgf «Ðjltj» b «Âjcmvthrf SP1».
- ×nj vju ,s cltkfnm ßyltrc lkz yjhvfkbpfwbb yfituj hsyrf -
gjyznyj. Ìj;tn, xnj-nj vjuen cltkfnm b rjkktub, rjvgfybb,
ghtljcnfdkz.obt eckeub gj ghjldb;tyb. cfqnjd?
Íf vjq dpukzl, rjkktub ljk;ys gjyznm, xnj ajhvfn eckeub ghjlf;b
gjpbwbq d rjyrhtnyjv gjbcrjdbrt gj rjyrhtnysv pfghjcfv -
,tcgthcgtrnbdysq. È ajhvbhjdfnm e rkbtynf lheujt jnyjitybt r eckeut
bynthytn-vfhrtnbyuf rfr r ckj;yjq vyjujrjvgjytynyjq eckeut ghbdktxtybz
(d njv xbckt b bp gjbcrjds[ vfiby, yj lfktrj yt njkmrj bp yb[),
elth;fybz gjkmpjdfntkz b rjydthnfwbb tuj d rkbtynf. Îlyfrj, celz gj
dctve, rjvgfybb ghjljk;f.n «rjdfnm ;tktpj, gjrf ujhzxj» b cdjb gjvscks
ecnhtvkz.n ceue,j r bltfkbpfwbb d ukfpf[ rkbtynf eprjq b gjldth;tyyjq
cthm¸pysv hbcrfv eckeut ghjlf;b gjpbwbq. Ïj ,jkmijve cxtne,
jgnbvbpfnjhs yt hfpdbdf.n cfqn, yt ltkf.n tuj ,jktt gjktpysv lkz
gjkmpjdfntkz. Ó yb[ ujhfplj ,jktt eprfz pflfxf — dsdtcnb cfqn yf
rjyrhtnye. gjpbwb. gj rjyrhtnyjve pfghjce d rjyrhtnyjv gjbcrjdbrt, f
lfkmit — [jnm nhfdf yt hfcnb. Äf;t nt ytvyjujxbcktyyst bpvtytybz d
rjyntynt, rjnjhst jyb ghjbpdjlzn, yfghfdktys njkmrj yf ljcnb;tybt 'njq
eprjq wtkb — d bnjut vs dblbv, rfr ukfdyst cnhfybws cfqnjd ghtdhfof.ncz
d vyjujrbkj,fqnyst ghjcnsyb gkj[j ecdfbdftvjuj ntrcnf, uecnj
clj,htyyjuj ghjldbuftvsvb rk.xtdsvb ahfpfvb d ntuf[ strong .
Âjpdhfofzcm r ntvt «wsufycrjuj ,bpytcf», vj;yj crfpfnm, xnj rjvgfybb yt
[jnzn bpvtybnm ,bpytc d ,jktt wbdbkbpjdfyye. cnjhjye, b[ wtkm —
ghtdhfnbnmcz dj dytiyt htcgtrnf,tkmys[ «wsufycrb[ ,fhjyjd»,
jncnhjbdibcm jn ahbkfycthjd – «ghjcns[ wsufy». Íj ghb 'njv ghjljk;fnm
pfybvfnmcz gj cenb ntv ;t cfvsv — jgthfnjhcrjq hf,jnjq yf ccskjxys[
,bh;f[, jgthbhez ntvb ;t cfvsvb cgbcrfvb rk.xtdbrjd, njkmrj gsnfzcm
pfdthyenm 'nj d ,jktt rhfcjxye. ukzywtde. j,kj;re. Ìs ghjnbd nfrjuj
eprjuj gjl[jlf r ghjldb;tyb. cfqnjd.
Âs e;t ldbuftntcm d 'njv yfghfdktybb. Òtrfhn yt ghjlftn gjpbwbb,
rfr 'nj ghbyznj yf hsyrt. ×nj ;t njulf ghjlftncz? ×nj bvtyyj
ghtlkfuftncz b j,toftncz rkbtynfv? ×nj gjkexf.n rkbtyns jn
cjnhelybxtcndf?
Ôjhvfkmyj Òtrfhn ghjlf¸n cdj¸ hf,jxtt dhtvz c j,zpfntkmcndjv
vfrcbvfkmyj 'aatrnbdyjuj tuj bcgjkmpjdfybz. Êkbtynfv ghtlkfuftncz
rjvgktrc vthjghbznbq gj vfhrtnbyue cfqnf gjchtlcndjv bycnhevtynjd,
ghtljcnfdkztvs[ ctnm. bynthytn - gjbcrjdjt ghjldb;tybt, ghjdtltybt
htrkfvys[ rjyntrcnys[ b vtlbqys[ rfvgfybq, hfpkbxyst vfhrtnbyujdst
frnbdyjcnb yf cgtwbfkbpbhjdfyys[ htcehcf[ b jnhfcktds[ gjhnfkf[,
cjcnfdktybt b hfpvtotybt ghtcc-htkbpjd, dtltybt yjdjcnys[ hfccskjr b
njve gjlj,yjt. Â j,otv, ghbdktxtybt wtktdjq felbnjhbb b gjdsitybt
epyfdftvjcnb ,htylf k.,svb ljcnegysvb rjhhtrnysvb cgjcj,fvb.
Ïhbcnfkmyjt dybvfybt eltkztncz cfqne rkbtynf rfr ,bpytc-bycnhevtyne,
lf.ncz htrjvtylfwbb gj cnherneht, .pf,bkbnb, rjyntynyjve yfgjkytyb.,
ghjdtltyb. hfpkbxys[ vfhrtnbyujds[ frwbq yf cfqnt b gh. Êhbnthbq
'aatrnbdyjcnb yfitq hf,jns, gj rjnjhjve rkbtyn vj;tn t¸ jwtybnm, -
rjvgktrcysq b cjcnjbn bp vyjub[ geyrnjd. Åcntcndtyyj, cfvb 'nb geyrns b
b[ ghbjhbntnyjcnm rjhhtrnbhe.ncz bc[jlz bp cgtwbabrb ,bpytcf
rjyrhtnyjuj rkbtynf b pflfx, cnjzob[ gthtl ybv.
Ïhb dfitq cbcntvt, ljk;yj ,snm, ckj;yj ghb[jlbncz vtytl;thfv gj
ghjlf;fv - rkbtyns e;t ghbdsrkb r njve, xnj jyb ghbcskf.n gfhe ltcznrjd
pfghjcjd, b dct jgnbvbpfnjhcrbt rjvgfybb ghbcskf.n ghbvthyj jlyjnbgyst
ghtlkj;tybz, hfpybwf vj;tn ,snm njkmrj d wtyt. Êfr ;t bv elftncz
ghbdktrfnm yjds[ rkbtynjd?
Êkbtyns cfvb yfc yf[jlzn. Êfr ghfdbkj, [jhjij hf,jnftn c[tvf “tell a
friend”. È vs yfxbyftv c ybvb hf,jnfnm, njkmrj rjulf gjkyjcnm.
e,tlbvcz, xnj jyb [jhjij gjybvf.n ajhvfn yfitq eckeub. Ítljcnfnrf d
pfuheprt e yfc ytn. Ífj,jhjn, ytrjnjhst rkbtyns ;len gj ytcrjkmre
vtczwtd, gjrf jcdj,jlzncz htcehcs.
À rfr j,cnjzn ltkf cj cnfhsvb rkbtynfvb? Çf cxtn hf,jn cj ccskjxysvb
,.l;tnfvb vyjubt ghbdzpsdf.n r ct,t rkbtynf. Âfib rkbtyns vjuen
cdj,jlyj dpznm yf hf,jne, yfghbvth, PR-vtytl;thf, rjnjhsq ,eltn
jnghfdkznm ghtcc-htkbps, bkb gjkexbnm htpekmnfns hfpjds[ hf,jn gj
ekexityb. cfqnf b yf 'njv ecgjrjbnmcz. Ìyjuj kb rkbtynjd yt ghjljk;f.n
gjcnjzyyjt cjnhelybxtcndj bkb j,hfof.ncz hfpjdj gj vtht djpybryjdtybz
rfrb[-nj ghj,ktv?
Ñj cnfhsvb rkbtynfvb dc¸ [jhjij. ßlhj gjcnjzyys[ rkbtynjd pfybvftn
jxtym ,jkmie. ljk. d j,otv gekt. Åcnm rkbtyns, rjnjhst hf,jnf.n c yfvb
gj 6-8 ktn b yt cj,bhf.ncz ybrelf e[jlbnm, [jnz cjdthityyj jnxtnkbdj
gjybvf.n, xnj, eqlz jn yfc, yt gjkexfn vuyjdtyyjuj j,dfkf nhfabrf, jy
lf;t ytrjnjhjt dhtvz vj;tn hfcnb gj bythwbb. Ðfphsd jnyjitybq ckexftncz
tlbybws hfp d ujl, b vs dctulf cnfhftvcz gjyznm, rfrjdf cntgtym yfitq
dbys d 'njv, tckb bybwbfnjhfvb ghtrhfotybz bkb ytghjlktybz rjynfrnf ,sk
rkbtyn, xnj,s cltkfnm dsdjls yf ,eleott. Ásdf.n b cjdthityyj
ytghtjljkbvst b yt pfdbczobt jn yfc cbnefwbb, rjulf cvtybdibqcz
vtytl;vtyn cj cnjhjys pfrfpxbrf ghjcnj hfphsdftn rjynhfrn, xnj, jnlfnm
tuj faabkbhjdfyyjve bcgjkybntk.. Êcnfnb, byjulf jxthtlyfz cvtyf
vtytl;vtynf ghbdjlbn r njve, xnj 'njn pfrfpxbr jgznm j,hfoftncz r yfv.
Íf yfi dpukzl, kexit ghbdzpfnm rkbtynf r ct,t [jhjitq hf,jnjq, xtv, gj
cenb, ifynf;bhjdfnm euhjpjq cyznbz regktyys[ ccskjr.
Ñ rkbtynfvb dct d gjhzlrt. Íj ecgtiyst rjvgfybb gjxnb dctulf
;fke.ncz yf yt[dfnre dvtyztvs[ cjnhelybrjd. Êfr c 'nbv j,cnjbn ltkj d
Òtrfhnt? Êjuj ds dctulf hfls dbltnm d rfxtcndt cjbcrfntktq? Êfre.
rfhmthe vj;tnt ghtlkj;bnm?
 jnltkt bynthytn-vfhrtnbyuf vs cfvb hfcnbv cjnhelybrjd. Ñ
f,cjk.nyjuj yekz. Ïhb ghb¸vt yf hf,jne lkz yfc d gthde. jxthtlm df;yj,
xnj, xtkjdtr ,sk fltrdfnysq, [jhjij j,exftvsq, c fyfkbnbxtcrbv crkfljv
evf. Â j,otv, rfr vs ujdjhbv, xnj, xtkjdtr ,sk [jhjibq. À dctve
jcnfkmyjve - yfexbv. Ïthbjl j,extybz cgtwbfkbcnf lkbncz jrjkj ujlf. Íe,
f lfkmit dc¸ pfdbcbn jn ytuj cfvjuj. Îy vj;tn cnfnm ghjatccbjyfkjv d
bynthytn-vfhrtnbyut (vs nfrb[ yfpsdftv “rhtgrbvb ,jqwfvb”), f nfr;t
ghjljk;bnm rfhmthe d rfxtcndt ghjtrn-vtytl;thf (yt genfnm c bvt.otqcz
dj vyjub[ rjvgfybz[ gjpbwbtq frrfeyn-vtytl;thf, ghjcnj yfgjvbyf.otuj
rkbtyne, xnj gjhf gkfnbnm ,f,rb).
À xtv pfybvf.ncz ghjtrn-vtytl;ths? Ýnj jcj,fz ljk;yjcnm njkmrj d Ïhjvj.Òtrfhn bkb djpvj;yf vbuhfwbz d lheujq “jnltk”?
Ïhjtrn-vtytl;th yf[jlbncz “yfl jnltkfvb”. Ýnj xtkjdtr, rjnjhsq
ytgjchtlcndtyyj j,oftncz c pfrfpxbrjv, cjukfcjdsdftn c ybv cnhfntub.
hfpdbnbz b ghjldb;tybz tuj ,bpytcf d bynthytnt, rjjhlbybhetn hf,jne
hf,jxtq uheggs, d rjnjhe. gjvbvj bynthytn-vfhrtnjkjuf d[jlzn
ghjuhfvvbcn, lbpfqyth, rjgbhfqnth, fyfkbnbr bp jnltkf vfhrtnbyujds[
bccktljdfybq. Ìs cxbnftv, xnj lbpfqy, hfphf,jnrf b hfpdbnbt cfqnf -
ytj,[jlbvsq b jxtym df;ysq 'ktvtyn bynthytn-vfhrtnbyuf. Ïj'njve, rfr
ghfdbkj, hfphf,jnrf b gjllth;rf cfqnf d[jlbn d cnfylfhnysq gfrtn eckeu.
Çyfz, rfr jyj dct ckj;bncz ctqxfc, xnj ,s Âs ltkfkb gj-lheujve?
×nj ,s z ltkfk gj-lheujve? Äf ybxtuj, gj;fkeq. Ásk, rjytxyj, d jlyj
dhtvz cj,kfpy cdthyenm dc. ltzntkmyjcnm lj ghjlf;b gjpbwbq gj pfghjcfv,
rfr 'nj cltkfkb vyjubt lheubt, yj vs htibkb jhbtynbhjdfnmcz yf
ljkujchjxye. gthcgtrnbde b blnb bpyfxfkmyj ds,hfyysv gentv, b z
ybcrjkmrj yt ;fkt. j, 'njv htitybb. Ëjdbnm hs,re d venyjq djlt — yt yfi
,bpytc.
Átctljdfkf Åkbpfdtnf Òhb,eycrfz
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