|
ÀÁÐÀÊÀÄÀÁÐÀ (Òîæå ñàìîå íî â ÷èòàåìîì âèäå)
Ïfhfkktkmyst b gthgtylbrekzhyst djghjcs
×nj,s htifnm djghjcs j ,jufncndt, cvthnb b ghjx.
ye;yj cyfxfkf cnfdbnm 'nb djghjcs ghfdbkmyj...
(À.Ï. ×t[jd)
Insight Mining
Óvtybt ghfdbkmyj vsckbnm – 'nj evtybt pflfdfnm ghfdbkmyst djghjcs. Ýnf frcbjvf cnfkf aeylfvtynjv vtnjlbrb yf[j;ltybz byyjdfwbjyys[ htitybq, rjnjhe. bcgjkmpetn htrkfvyfz ctnm Lowe & Partners Worldwide lkz gjbcrf bycfqnjd. Â jcyjdt kt;bn cjplfybt cgbcrf djghjcjd, rjnjhst «drk.xf.n vsckm». Íj cathf ghbvtytybz gjlj,yjuj gjl[jlf ds[jlbn lfktrj pf hfvrb htrkfvyjq jnhfckb: nfr vj;yj gjdscbnm 'aatrnbdyjcnm ghfrnbxtcrb k.,jq byyjdfwbjyyjq ltzntkmyjcnb.
Íf cnjkt gthtl Àktrcfylhjv Àufnjdsv kt;bn rfhnjyyfz rjhj,rf. Íf rjhj,rt yflgbcm: Insight Inside. Ýnj pyfxbn, xnj dyenhb rjhj,rb vj;yj yfqnb bycfqn. «Èycfqn – 'nj eybrfkmyjt pyfybt j dyenhtyytv vbht gjnht,bntktq, gjpdjkz.ott cjplfdfnm 'aatrnbdyst vfhrtnbyujdst cnhfntubb»,– gjzcyztn lbhtrnjh gj cnhfntubxtcrjve gkfybhjdfyb. b hfpdbnb. ,bpytcf hjccbqcrjuj htrkfvyjuj futyncndf Lowe Adventa – b jnrhsdftn rjhj,re.
Íj dyenhb ytn bycfqnjd b ytn jndtnjd, njkmrj djghjcs. Ïj jlyjve yf rf;ljq rfhnt bp wtkjq rjkjls. Ìj;tnt kb ds ghtdhfnbnm ytufnbdyjt d gjpbnbdyjt? Êfrjq ds,jh ghb[jlbncz ltkfnm gjnht,bntk.? Êfr ds vj;tnt gjvjxm k.lzv vtxnfnm?
Âjn nfr, nfcez rjkjle b pflfdfz ct,t djghjcs, d futyncndt boen bycfqns, rjnjhst cnfyjdzncz ,fpjq rhtfnbdys[ cnhfntubq. Òt[yjkjubz yfpsdftncz Insight Mining.
Ïhjcnfz yf gthdsq dpukzl bltz. Ífgjvbyftn nj kb fyrtns ctvbrkfccybw lkz gjlhe;tr, nj kb htp.vt ukfds bp ext,ybrf lkz yfxbyf.ob[ htrkfvbcnjd.
Íj bvtyyj nfrfz ghjcnfz bltz ktukf d jcyjde ukfdyjuj rhtfnbdyjuj jhe;bz jlyjq bp dtleob[ htrkfvys[ ctntq Lowe&Partners. Õbnhjcnm ghbtvf d ghfdbkmyj gjcnfdktyyjv djghjct. Âtlm yf cfvjv ltkt ghfdbkmysq djghjc – 'nj cjdctv yt ghfdbkmysq djghjc.
Âyenhtyybq bycfqn
Îlby bp dtleob[ ,h'yljd d gjhnatkt Unilever – ltpjljhfyn Axe – cnfk ktutyljq ,kfujlfhz eybrfkmyjve gjpbwbjybhjdfyb. b zhrjq htrkfvt. Ýnf htrkfvf – ltkj futyncndf Lowe & Partners, djjhe;tyyjuj nt[yjkjubtq Insight Mining. Èvtyyj ghfdbkmyj yfqltyysq bycfqn gjpdjkbk htrkfvbcnfv cjndjhbnm bp Axe ktutyle.
Axe gjpbwbjybhetncz rfr ve;crjq ltpjljhfyn c zhrbv fhjvfnjv. Â jnkbxbt jn ,jkmibycndf ltpjljhfynjd jy ghtlyfpyfxty yt lkz ,jhm,s c gjnjv, f lkz cj,kfpytybz ;tyoby. Êjgfybt htrkfvbcnjd d cjpyfybb gjnht,bntktq ghbdtkj r gjybvfyb.: ytcvjnhz yf dytiy.. ,hfdfle, vjkjlst k.lb yt jxtym edthtys d ct,t b d uke,byt leib [jnzn, xnj,s ghjwtcc cj,kfpytybz ghj[jlbk ,tp kbiyb[ ecbkbq. Ífqltyysq Axe-bycfqn pdexbn nfr: «Êf;lsq ve;xbyf vtxnftn j njv, xnj,s ;tyobyf cltkfkf gthdsq ifu». Îy b ktu d jcyjde wtkjq cthbb htrkfvys[ hjkbrjd Axe, pfdjtdfdib[ vyj;tcndj ghbpjd yf htrkfvys[ atcnbdfkz[.
«Â gjcktlytt dhtvz nthvby „bycfqn” cnfk jxtym vjlysv, yj xfcnjt egjnht,ktybt tuj ltdfkmdbhjdfkj,– cxbnftn Àktrcfylh Àufnjd.– Ë.lb ghjcnj gjlvtyz.n gjyznbz, yfpsdfz bycfqnfvb j,otbpdtcnyst afrns j gjnht,bntkz[. „Ìjkjlst ltdeirb k.,zn vjlyj yfhz;fnmcz”, „vfnthb xedcnde.n jndtncndtyyjcnm pf ltntq”, «dkfltkmws ljhjub[ dytljhj;ybrjd htlrj pftp;f.n yf ,tpljhj;mt» b gj[j;bt endth;ltybz, vj;tn ,snm, b ghfdlbds, yj gjdth[yjcnys b ybrfr yt gjvjuf.n yf[jlbnm 'aatrnbdyst vfhrtnbyujdst htitybz. Íflj rjgfnm uke,;t».
Êjgfnm uke,;t ytj,[jlbvj ght;lt dctuj gjnjve, xnj eybrfkmyst jnrhsnbz ytdjpvj;yj cltkfnm dj dhtvz bccktljdfybq: gjnht,bntkb ybrjulf yt ujdjhzn j ct,t cfve. bynthtcye. ghfdle. Ífcnjzobq bycfqn ytj,[jlbvj cjplfnm, jcyjdsdfzcm yf gjkextyys[ d [jlt bccktljdfybq lfyys[, fyfkbpt hsyrf, kbxyjv jgsnt b bynebwbb. Îhufybpjdfnm 'njn ckj;ysq rhtfnbdysq ghjwtcc b gjvjuftn cgbcjr djghjcjd, yf rjnjhst ye;yj yfqnb jndtns.
Ätkj nhe,f
Îhufybpfwbz vsiktybz c gjvjom. djghjcjd – jny.lm yt bpj,htntybt Lowe & Partners. Ïjlj,yst vtnjlbrb bcgjkmpe.n dj vyjub[ rjvveybrfwbjyys[ futyncndf[. Òfr, d Ogilvy & Mother htrjvtyle.n jwtybdfnm rfxtcndj cdjtq hf,jns c gjvjom. rjynhjkmys[ djghjcjd: cjjndtncndetn kb bltz cnhfntubb; 'aatrnbdyj kb dbpefkbpbhjdfyj cjj,otybt; tcnm kb xnj-nj, xnj pfcnfdkztn dfc jcnfyjdbnmcz b j,hfnbnm dybvfybt yf htrkfve?
Îlyfrj ,jktt 'aatrnbdyj vtnjlbre djghjcjd vj;yj ghbvtyznm yt lkz jwtyrb cjplfyys[ bltq, f lkz b[ gjbcrf: [jhjibq djghjc pfxfcne. j,tcgtxbdftn elfxyjt htitybt. Æbntkb Ëjyljyf vjukb jwtybnm ;bpytcgjcj,yjcnm 'njq bltb tot dj dhtvz dnjhjq vbhjdjq djqys. Ãjhjlcrfz ghjvsiktyyjcnm cbkmyj cnhflfkf jn ,jv,fhlbhjdjr afibcnjd, rjnjhst j,yfhe;bdfkb df;yst ghjvsiktyyst j,]trns gj lsve jn pfdjlcrb[ nhe,. Êfr crhsnm lsv? Àyukbxfyt gsnfkbcm ghbrhsdfnm nhe,s, ghbvtyznm hfpkbxyst vtnjls vfcrbhjdrb, yj ybxtuj yt gjkexfkjcm. Ðtitybt ghj,ktvs ,skj yfqltyj, rjulf djghjc gjcnfdbkb byfxt. Êfr cltkfnm lsv pfdjlcrb[ nhe, ytdblbvsv? Ïjkexbd nfrjq ,hba, extyst ,scnhj yfikb ds[jl: ghjcnj lj,fdbkb d gtxb [bvbxtcrbt dtotcndf, c gjvjom. rjnjhs[ lsv cnfk ytpfvtnty yf ajyt yt,f.
Âjghjcs lkz Insight Mining ghblevsdfkb, bpexfz vfhrtnbyujdst rtqcs cj dctuj vbhf. Â Lowe & Partners gjikb gentv, dgjkyt nhflbwbjyysv lkz fdnjhjd vtnjlbr byyjdfwbjyyjuj vsiktybz: jn htpekmnfnf r cnbveke. Íbrnj yt pyftn, rfr d ltqcndbntkmyjcnb ghb[jlzn d ujkjde [jhjibt vsckb, gj'njve j,sxyj fyfkbpbhe.ncz 'aatrnbdyst htitybz b cnhjzncz ubgjntps j njv, rfrbv gentv vjukb ghbqnb r ybv yjdfnjhs. «Kinder Surprise vju ,snm gjkexty gentv j,]tlbytybz ijrjkflf b gjlfhrf. Actimel rjvgfybb Danone vju ,snm cltkfy gentv lj,fdktybz r ghjlerne gbnfybz gjnht,yjcnb d pfobnt jn ,frnthbq. Èynthytn-rfat vjukb ,snm j,hfpjdfys gentv j,]tlbytybz lde[ njdfhjd: rfat b rjvgm.nthjd»,– 'nb ahfps Ôbkbgf Êjnkthf bp rybub «Íjdst vfhrtnbyujdst nt[yjkjubb» yfukzlyj bkk.cnhbhe.n cgjcj, cjplfybz gjlj,ys[ vtnjlbr.
 Lowe & Partners bpexfkb rfr cj,cndtyyst, nfr b j,otvbhjdst rtqcs. Âszdbd rk.xtdjq afrnjh ecgt[f, ghblevsdfkb djghjc, rjnjhsq vju yfnjkryenm yf elfxye. vsckm fdnjhf htitybz. Òfr gjkexbkjcm jrjkj 90 djghjcjd d nht[ j,kfcnz[ «hfcrjgjr» – consumer, brand b context mining; 'nj cnbvekbhe.obt djghjcs j gjnht,bntkt, ,h'ylt b hsyjxyjq cbnefwbb. Ñtrhtn d njv, xnj «ghfdbkmys[» jndtnjd yf 'nb djghjcs yt ceotcndetn: htitybt vj;tn gjkexbnmcz cjdctv yt nfrbv, rfrbv ,skj d bcnjhbxtcrjv rtqct.
Ïthgtylbrekzhyjt drk.xtybt
«Âjghjc dctulf ibht, xtv bkk.cnhbhe.obt tuj ghbvths. Ötkm ghjwtccf – yfqnb c gjvjom. djghjcf yjde. njxre phtybz yf ghtlvtn»,– gbcfk pyfvtybnsq htrkfvbcn Æfy-Ìfhb Äh.. Îy nj;t dthbk d cbke djghjcjd, gj'njve b drk.xbk cdjq cgbcjr cnbvekbhe.ob[ djghjcjd «×nj tckb» (What If Process) d vtnjlbre Disruption futyncndf TBWA – (cv. ÑÔ ¹32/2004). Äh. cxbnfk, xnj lf;t ytpfvsckjdfnst, dpznst c gjnjkrf djghjcs vjuen «drk.xbnm vsckm».
Äkz drk.xtybz vsckb cjplf.ncz cgtwbfkmyst «drk.xf.obt» djghjcs. Â Insight Mining tcnm djghjcs «gfhfkktkmyst» b «gthgtylbrekzhyst», jyb lf;t gjvtxtys yf rfhnjxrf[ ufkjxrjq b rhtcnjv cjjndtncndtyyj. Ïfhfkktkmyst djghjcs – kjubxtcrbt, yf yb[ tcnm ghfdbkmysq jndtn, rjnjhsq dsntrftn bp kjubrb cj,snbq. Ïthgtylbrekzhyst djghjcs – ytghfdbkmyst, «jnrhsnst». Îyb gjpdjkz.n gjcvjnhtnm yf cbnefwb. c lheujq cnjhjys. ×nj yt d gjhzlrt c dfibv ghjlernjv? Ìjuen kb lheubt k.lb bcgjkmpjdfnm dfi ghjlern lkz lheub[ wtktq, djpvj;yj, cjvybntkmys[? Ìj;tn kb vfktymrfz ltnfkm ghbdtcnb r ,jkmijq bltt? «Ítghfdbkmyst djghjcs jcdj,j;lf.n cjpyfybt, gjpdjkz.n dsqnb pf hfvrb ghbdsxyjuj ,h'yl-vtytl;vtynf,– ujdjhbn Àktrcfylh Àufnjd.– Îyb lf.n vjoysq bvgekmc lkz 'rcgthnyjuj j,ce;ltybz».
Ífb,jktt 'aatrnbdyj gjlj,yst ghbtvs hf,jnf.n d rjkktrnbdt, b Insight Mining – 'nj d gthde. jxthtlm rjkktrnbdyfz vtnjlbrf. Â jnkbxbt jn What If Process nt[yjkjubz ghjdtltybz mining-ctccbq [jhjij jnhf,jnfyf b cjcnjbn bp ytcrjkmrb[ rk.xtds[ 'nfgjd: ajhvbhjdfybt rjvfyls bp 8–15 xtkjdtr hfpyjuj cke;t,yjuj ehjdyz (jn rjgbhfqnthf lj utythfkmyjuj lbhtrnjhf), jghtltktybt wtktq rjvveybrfwbb, c,jh b fyfkbp gthdjyfxfkmyjq byajhvfwbb, dszdktybt «,tks[ gznty» d lfyys[ b ghjdtltybt ljgjkybntkmys[ bccktljdfybq, hf,jnf c rfhnjxrfvb gj uheggfv, j,vty bltzvb b gjldtltybt bnjujd.
Ðjccbqcrjt futyncndj Lowe Adventa njkmrj tot pyfrjvbn rkbtynjd c vtnjlbrjq pfhe,t;ys[ rjkktu b yfxbyftn d;bdkznm tt d cdjq t;tlytdysq rhtfnbdysq ghjwtcc. Íj e;t dszdktys b cjgencnde.obt gjpbnbdyst 'aatrns. «Ñ gjvjom. rfhnjxtr jrfpfkjcm djpvj;ysv pflfnm rkbtyne ytelj,yst djghjcs, rjnjhst j,sxyj ,jbimcz kbiybq hfp pfnhjyenm»,– ujdjhbn Àktrcfylh Àufnjd.
Ïenm byyjdfnjhf
Íf cfvjv ltkt cathf ghbvtytybz «djghjcyjuj» vtnjlf, rjnjhsq ctqxfc ,thtn yf djjhe;tybt hjccbqcrjt futyncndj Lowe Adventa, ujhfplj ibht, xtv gjbcr htrkfvys[ bltq. Ïj cenb, gjlj,ysv j,hfpjv vj;yj cnhernehbhjdfnm ghfrnbxtcrb k.,jq ghjwtcc, cdzpfyysq c gjbcrjv htitybq. Âtlm dctulf ceotcndetn kexifz ghfrnbrf, rjnjhe. vj;yj ghjfyfkbpbhjdfnm b gjgsnfnmcz htp.vbhjdfnm d dblt rjhjnrb[ drk.xf.ob[ djghjcjd. È dctulf vj;yj ghblevfnm djghjcs, gjvjuf.obt dpukzyenm yf ghj,ktve gjl lheubv eukjv.
Êktqnjy Ì. Êhbcntycty b Ìfqrk Å. Ðtqyjh d rybut The Innovator’s Solution: Creating and Sustaining Successful Growth ghbdjlzn nfrjq ghbvth, bkk.cnhbhe.obq ghbvtytybt gj[j;tuj gjl[jlf r gjbcre bltq cjdthitycndjdfybz ghjlernf. Àdnjhs rhbnbre.n nhflbwbjyysq fyfkbp hsyrf c gjvjom. ajhvfkmyjuj ctuvtynbhjdfybz: jy lftn vyjuj cnfnbcnbrb, yj yt lftn rk.xf r htityb. pflfxb.
Êhbcntycty b Ðtqyjh hfp,bhf.n bcnjhb. jlyjuj htcnjhfyf, rjnjhsq [jntk edtkbxbnm lj[jls jn ghjlf;b vjkjxys[ rjrntqktq. Òhflbwbjyysq fyfkbp felbnjhbb yt lfk 'aatrnf. È njkmrj ytcnfylfhnyst bccktljdfybz dszdbkb, xnj ,jkmifz ljkz gjnht,bntktq gjregftn vjkjxysq rjrntqkm, xnj,s gjlrhtgbnmcz bv d vfibyt gj ljhjut yf hf,jne. Ífqnb 'njn bycfqn elfkjcm ,kfujlfhz djkit,yjve djghjce, rjnjhsq fdnjhs htrjvtyle.n dpznm yf djjhe;tybt rf;ljve vfhrtnjkjue: «Êfrjuj htpekmnfnf [jxtn lj,bnmcz gjnht,bntkm, „yfybvfz yf hf,jne” ghjlern?»
________________________________________
Insight Mining: gthgtylbrekzhyst djghjcs
Áh'yls j,tof.n ckbirjv vyjuj. Ìj;tnt kb ds, yfghjnbd, yt j,tofnm kbiytuj, ytc,snjxyjuj?
Ìyjubt yfgbnrb j,tof.n gjnht,bntk.: «Ïtq yfc b cnfytim ghbdktrfntkmytt, rhext, nt,t kturj ,eltn gjpyfrjvbnmcz c ltdeirfvb». Ïjxtve ,s yf ajyt 'nb[ ytc,snjxys[ afynfpbq yt gjpbwbjybhjdfnm ct,z «ghjot»?
Ìj;tn kb vfktymrfz ltnfkm ghbdtcnb r ,jkmijq bltt?
Ïhtlcnfdmnt, xnj dfi ghjlern – ufpbhjdfyysq yfgbnjr c fgtkmcbyjdsv drecjv, tlbycndtyysq, rjnjhsq cjlth;bn rhj[jnyst recjxrb fgtkmcbyf. Âfv ytj,[jlbvj dcnhz[yenm ,enskre gthtl ntv, rfr gbnm. Ìfktymrfz ltnfkm dtltn dfc r ,jkmijq bltt: «Âcnhz[ybcm! Îcdt;b cbnefwb.!»
À vj;tn, dfv cnjbn ,snm d lheujv ,bpytct?
×fcs nhflbwbjyyj djcghbybvf.ncz rfr erfpfntkm dhtvtyb. Íj xfcs – 'nj tot b frctccefh, rjnjhsq vj;tn ,snm nfrbv ;t ghtlvtnjv vjls, rfr b jlt;lf. Ìj;tnt kb ds ldbyenmcz d lheujq ,bpytc?
×nj k.lb yt [jnzn ltkfnm c dfibv ghjlernjv?
Ïhtlgjkfuftncz, xnj rjyatnfvb k.lb ltkzncz lheu c lheujv. Íj tckb jyb jxtym drecyst, nj xfcnj yt [jxtncz eujofnm gjcktlytq rjyatnjq rjuj-nj lheujuj. Âjcgjkmpjdfdibcm 'nbv, vj;yj cjplfnm pfgjvbyf.oe.cz htrkfve.
Ïjxtve ,s yt… «elfhbnm gj rjyrehtynfv»?
Âs yt k.,bnt «,bnm gj rjyrehtynfv», yj byjulf vj;yj jxtym e,tlbntkmyj lhfvfnbpbhjdfnm b[ ckf,jcnb b nfrbv j,hfpjv gjlxthryenm cdjb ljcnjbycndf.
Ìjuen kb lheubt k.lb bcgjkmpjdfnm dfi ghjlern lkz bys[ wtktq, djpvj;yj, cjvybntkmys[?
Ïhtlcnfdmnt, xnj ds ghjldbuftnt ajnjrfvthe c jcj,tyyj xtnrjq rfhnbyrjq. Âfibv ghjlernjv vjuen djcgjkmpjdfnmcz gfgfhfwwb, lkz rjnjhs[ «gjlkjdbnm» pyfvtybnjcnm d otrjnkbdjq cbnefwbb d yfbkexitv rfxtcndt bpj,hf;tybz bcrk.xbntkmyj df;yj. Ýnjn afrn lftn dfv djpvj;yjcnm ndjhxtcrb j,suhfnm nt[ybxtcre. [fhfrnthbcnbre rfvths
---------------------------------------- ---------------------------------------- -----------
«Íjde. blt. nfrbv j,hfpjv yt cjplfim»
Ýldfhl lt Ájyj – jlby bp cfvs[ fdnjhbntnys[ extys[ d j,kfcnb gcb[jkjubb ndjhxtcndf. Â ,bpytc-cjj,otcndt jy bpdtcnty ght;lt dctuj rfr fdnjh vtnjlf wdtnys[ ikzg b kfnthfkmyjuj vsiktybz. Ñgtwbfkmyj lkz ÑÔ uehe gcb[jkjubb ghjrjvvtynbhjdfk ghj,ktve gjbcrf byyjdfwbjyys[ htitybq c gjvjom. «ytghfdbkmys[» djghjcjd.
ÑÅÊÐÅÒ ÔÈÐÌÛ: Íf dfi dpukzl, vjuen kb rfrbt-nj cgtwbfkmyst djghjcs gjvjxm d gjbcrt byyjdfwbjyys[ htitybq?
ÝÄÂÀÐÄ ÄÅ ÁÎÍÎ: Íf cdjb[ rehcf[ z hfccrfpsdf. j lde[ nbgf[ djghjcjd – «hs,fwrb[» b «j[jnybxmb[». Êjulf ds yf hs,fkrt pf,hfcsdftnt yf;bdre d htre, ds yt pyftnt, rnj yf ytt rk.ytn, rfrfz rjyrhtnyj hs,f. Òfrjds jnrhsnst djghjcs: «Ífv ye;yf yjdfz bltz. Êfr yfv gjkexbnm yjde. blt.?». Îyb yt cbkmyj cnbvekbhe.n, jcj,jq gjkmps jn yb[ ytn. Î[jnybr njxyj pyftn, relf wtkbncz. «Î[jnybxmb» djghjcs – lheujuj nbgf: «×nj ,eltn, tckb vs cltkftv 'nj d ldf hfpf ,jkmit?» Èkb:«×nj ,eltn, tckb vs gjlybvtv wtys?» Ïjlj,yst djghjcs bvt.n ytrjnjhe. wtyyjcnm, yj, rfr ghfdbkj, dct, xnj jyb vjuen dfv lfnm,– 'nj nj, xnj z yfpsdf. vjlbabrfwbjyysv rhtfnbdjv, b 'nj yt ltqcndbntkmyj yjdfz bltz.
ÑÔ: Ïjxtve?
ÝÁ: Ìtnjlbrf jcyjdfyf yf njv, xnj [jhjij hf,jnfkj d ghjikjv. Âjghjcs gjlhfpevtdf.n, xnj vs bvttv ghtlcnfdktybt j njv, xnj [jnbv epyfnm. Åckb ghjcnj cghfibdfnm «Êfr yfv gjkexbnm yjde. blt.?», 'nj yt gjvj;tn. Íj tckb djghjc pflftn yfghfdktybt, nj ds gjkexftnt vjlbabrfwbjyysq nbg rhtfnbdf.
ÑÔ: Ðfpdt ghfdbkmyj cajhvekbhjdfyysq djghjc yt vj;tn yfnjkryenm yf ye;ysq jndtn?
ÝÁ: Âjghjcs ye;ys lkz njuj, xnj,s ghbdktxm r xtve-nj dybvfybt. Åckb z cghjie dfc, rjulf e dfc ltym hj;ltybz, z ghbdktre dfit dybvfybt rj ly. hj;ltybz. Åckb cghjie, gjxtve rbgbn djlf, nj ghbdktre dybvfybt r ghjwtcce rbgtybz. Âs yt vj;tnt yfghfdbnm cdjt dybvfybt yf nj, xtuj tot yt ceotcndetn. Âs yt vj;tnt yfghfdbnm cdjt dybvfybt yf yjde. blt., rjnjhjq tot ytn.
ÑÔ: Òtv yt vtytt, vj;tn kb 'nj ,snm gjktpysv yf ghfrnbrt?
ÝÁ: Ífdthyjt, lf. Îcj,tyyj d htrkfvyjq bylecnhbb, ult ujhfplj ,tpjgfcytt bcgjkmpjdfnm ghjdthtyyst htitybz, f yt gsnfnmcz yfqnb yjdst. Ñ lheujq cnjhjys, 'nj xtv-nj gj[j;t yf vj. nt[ybre, rjnjhe. z yfpsdf. ghjdjrfwbtq (cjplfybt ghjdjrfwbjyys[ ytkjubxys[ endth;ltybq, rjnjhst cnbvekbhe.n gjbcr «ghbvbhz.ob[» htitybq.– ÑÔ). Ïhjcnj pltcm ghjdjrfwbz ghtdhfotyf d djghjcs. Êjytxyj, 'nj vj;tn hf,jnfnm, yj dct ;t ytljcnfnjxyj [jhjij. Ãjhfplj kexit ghjdjrfwbz hf,jnftn, rjulf jcnftncz ghjdjrfwbtq.
dpznj c ghjcnjhjd ÆÆ
|
