Cognitive Effects of Early Bilingualism Essay

The Ameri place educational system has fallen goat a nonher(prenominal) leading nations in the conception in many respects, integrity of which is in bilingual instruction. This has traditionally been overlooked in the United States until the high school direct. Children in todays society should be make to a great extent(prenominal) prep ard for the increment globalism and technological advances byout the world kind of of losing educational opportunities collectcap adequate to(p) to economic precipitation and miss of resources. This implys a secant manner of speaking learning introduced earlier in the program. On top of political reasons, the positive effect to the cognitive development of the head when introduced to a molybdenum langu mature are many. The age of acquisition is crucial due to the malle king of the head word which, according to the critical item hypothesis, begins to plateau after five days of age. The current policy in advance(prenominal) edu cation limits greatly the amount of outside lessons renderd in accordance with government policies much(prenominal)(prenominal) as No Child leave Behind, which restricts school funding based on standardized riseing single in certain subject athletic fields.School programs, corporealistically beginning in elementary education, should include foreign address sight due to the strong evidence that bilingualism in nipperren tramp develop higher(prenominal) cognitive abilities which can be enhanced with increase and positively influence skills in other cranial orbits. oldish arguments bespeak that, children who are instructed bilingually from an former(a) age volition suffer cognitive or intellectual retardation in comparison with their monolingually instructed counterparts (Diaz 24). Much of the look from the medieval supporting this argument pore on older bilinguals, mostly adults who whitethorn countenance shown competent abilities in a second voice communication but who had much later ages of acquisition and who normally acquired the second nomenclature outside of the home. Many earlier studies in this field worked with children of immigrants who showed lower abilities in cognitive tasks most presumable because of the lack of proficiency in the second spoken communication (L2) and lack of proper schooling in relation to this deficiency (Kovcs 307). In correlation with poorly chosen test subjects, the studies were typically done with orthographic representations of words that would consecrate been much(prenominal) grueling for junior test subjects to work with.For example, a take up done by Ton Dijkstra, professor of Psycholinguistics and Multilingualism at the Donders Institute, which focused only on adult face/Dutch bilingualsthe youngest being fifteen years old, all of whom examine their L2 in a middle or high school level. This study include only written examples of words and had the subjects fasten if the word was Eng lish or Dutch. The results were able to somewhat prove Dijkstras possibility of Bilingual interactive activation (BIA) which underlines the effect orthography has on L1 and L2 word convalescence that is assuming, of course, that the selfsame(prenominal) orthography is used in the input (Dijkstra 217). If this study were done on young children, it is sure they would not return performed as well since children are typically less long-familiar with the written linguistic communication than with the spoken. Older language learners would unclutter more use of the written approach to learning, such(prenominal) as a text, slice younger learners typically learn more from a speech-based approach, like conversationally in the home.The textbook approach is a symbolic process which differs from the more embedded cognitive retrieval of the speech-based learning approach utilized by younger children to understand the deuce languages. thither suffer been many studies over the past a couple of(prenominal) years that conduct proved the opposite of these older arguments. Many of the studies waste time- time-tested the cognitive abilities of young children, usually aged hexad and under in accordance with the critical period hypothesis, with twain monolingual and bilingual proficiency. These experiments are touch with cognitive tasks including false-belief tasks and grammar testing to watch out the ability to hold abstract feeling in the L2 as well as phonemic testing in order to vex a chance if there is an ability to distinguish amongst the phonemes of the distinct languages. The majority of these studies have tested subjects using visual representations and vocal experiments with proctors who have experience working with children and are prepare in twain languages being tested. The more useful subjects are usually taught implicitly, or passively in the home.Although some make use of explicitly taught subjects, meaning they wise(p) actively in a mob setting. It has been turn up that an infant of 4 months has the marvellous linguistic contrariety abilities to distinguish languages with different prosody and phonemes (Kovcs 303). An infant is hence(prenominal) better equipped to fix more native-like proficiency later in carriage when exposed this other(a) to the sounds and rhythm of the L2. amend in Communication Sciences, Karsten Steinhauer explains, that late L2 learners becalm at some point diddle of native-like attainment which most recently has been discussed in terms of phonological/prosodic balk from L1 (Steinhauer 15). When a young child is introduced to 2 separate languages, the mechanisms of attention, selection, and inhibition become more fine-tuned due to the experience of attending to one language and ignoring the other (Kovcs 303, 308). The provision in encoding and the association of dickens corresponding words with a putting green concept underlines the superior representational abilities a bi lingual retains especially when the L2 is entrenched in the nous the way early acquisition allows.Linguist gnes Melinda Kovcs presents research proving that monolinguals typically attain these abilities at the age of four years while young bilinguals further these skills much earlier (Kovcs 316). The brains charge cardity allows the young child to hold and use the two languages without balk and with continued usage the child will be more likely to attain full native-like proficiency in both languages. Kovcs as well explains that since the brain form active during demanding tasks, the brain may take on the extra load of two languages as a constructive challenge. The young, tractable brain may possibly greatly ad bright to the challenge, for example, by changing its syllable structure (Kovcs 308). A part of rendering has been proven in studies done by neuroscientist Andrea Mechelli, which were concerned with the grey matter ring the go away inferior parietal cortex, the wid ely distributed area associated with language use containing the Brocas area. These studies confirmed that the grey matter in this area is denser in early-acquired bilinguals.The density decreases in correlation with proficiency in the L2 with monolinguals having the least(prenominal)(prenominal) dense matter (Mechelli 757). This may be the case because a later acquired L2 is held at a more surface level of the brain and requires the use of the declarative reposition instead of the procedural memory. Many tests have been done to determine the amount of brain activity associated with language in the remaining inferior parietal cortex through the use of event-related brain potential, or ERPs. Dr. Steinhauer describes ERPs as reflecting the real-time electrophysiological brain dynamics of cognitive processes with an excellent time resolution in the range of milliseconds, and that ERPs have been hypothesized to be link up to rule-based machine rifle parsing (Steinhauer 16). Measur ements of ERPs are taken while subjects perform syntacticalally poignant tasks. Since it is thought that syntactic processes are generally automatic or a part of implicit grammar processing (Steinhauer 17), the ERP components would be more difficult to elicit in later acquired bilinguals. Steinhauer et al. performed some(prenominal) studies in this area, working with many real and one artificial language designate BROCANTO 2.In each case, the subjects were habituated grammaticality judgement tasks in the given language, such as subject-verb agreement violations and lexical anomalies. For each group, the early acquired or implicitly taught subjects educed the same type of ERP responses as native speakers. Late-acquired or explicitly instructed subjects showed more shallow responses, if any at all in this area. These findings show that syntactic processes appear to be sensitive to delays in L2 acquisition (Steinhauer 19). One of the most big(a) issues in L2 proficiency is attain ing the phonemic bound between the two languages. Monolinguals are usually unable to distinguish the sounds of a language other than their own. The more proficient a bilingual is in their L2, the more able they are to perceive the two types of phonemes and to determine which is correct in a given phonological circumstance. The phonemic boundary is the least likely area to be ossified in a late-acquired bilingual.There have been several studies done which have proven this, including a 2008 study done by Adrian Garcia-Sierra, professor of Communications at the University of Texas. In this study, the voice onset time, or VOT, of xxx college students was tested. Half of the students were English monolinguals while the other half were English/Spanish bilinguals who depict themselves as fluent speakers of both languages and who turn backed their L2 at home. This study was done in Austin, Texas where some Spanish is integrated into the cursory culture. The results showed that the more fluent bilinguals were more apt to a perceptual shiftassociated with high level of confidence in English and Spanishand that highly confident L2 bilinguals are more likely to possess a simulacrum phonemic boundary (Garcia-Sierra 378). This shows that more proficient bilinguals will have a stronger ability to determine different phonemes, which overly underlines the set up bilingualism has on advanced discrimination and attention skills. Another recent study performed on early bilinguals was done by a group of psychologists headed by Michael Siegal.The experiments tested the hardheaded skills of 41 children in north Italy. All were between the ages of three and six years old, with 19 Italian monolinguals and 22 Italian/Slovenian bilinguals who attended the same preschool taught only in Italian. The children were tested on the Gricean maxims of conversational understanding. These are four radical rules which provide a foundation for pragmatic competence including quality, quant ity, relevance, and well-bredness. The groups of children were shown cartoons with characters having conversations that contained one response created in order to deaden one of the maxims. The children were then asked which of the characters said something strange or yokelish and to provide a more take over response when the statement was positively identified. The briny thesis in this study was that bilingualism requires the cleverness for flexibility in the representation of language and objects which suggests that early bilingualism should be accompanied by advanced meta-pragmatic skills (Siegal 115).This theory was upheld by the results of these tests in which the bilingual children outperformed the monolinguals by much more than a chance margin, especially in the maxims of politeness and quality even though many bilinguals had a delayed wording in their L2. The psychologists bathroom this study suggest that bilingualism can be accompanied by an enhanced ability to apprec iate trenchant communicative responses (Siegal 115). The results of this research seem to high spot the idea that the acquisition of a second language allows a child to pull back themselves from the comfortable context of their native language and to realize that it is more necessary to provide useful information and use polite tones for more a successful transpose in both languages. Recently, studies have been performed concerning the effects and importance of early-acquired bilingualism in patients with neuropsychiatric disorders such as Parkinsons and Alzheimers disorders. research in this area shows that it is less likely for a bilingual individual to be affected by these types of diseases. The majority of the hypotheses behind this statistic pertain to the activity in the brain that is needed to think and speak bilingually. This unvaried activity exercises the brain in a way that is counterintuitive to the deterioration tough with these disorders (Paradis 216). The resea rch behind Parkinsons disease explains that the procedural memory is affected greatly sometimes causing a detriment of the L1. This is partnered with a tendency to produce a smaller portion of grammatical sentencesand present deficits in comprehension of complex syntactic forms (Paradis 217). This is likely linked to the deterioration of the left inferior parietal cortex, the same area in the brain discussed earlier, which is associated with syntactic processes and retentivity the L1. On the other hand, bilingual patients with Alzheimers show a departure in their L2 as well as in semantic abilities and a gradual loss of pragmatic, phonological, and syntactic structures. More common in this type of dementia is a puzzlingly improper mixture of the two languages (Paradis 222).This is due to the break down of the declarative memory caused by the dementia. The declarative memory is mixed with metacognition, which is wherefore it affects such things as the less familiar language, p ragmatic skills, and the selective attention abilities of bilinguals. The major finding in these studies is that the differences observed in psychotic conditions as well as in dementias are caused by the increase reliance on declarative-memory-based (and hence consciously controlled) explicit metalinguistic knowledge (Paradis 222). The advances made in early bilingual research have been great over the past few decades. Through these studies and so many more, it has been made clear that bilinguals with early ages of acquisition not only achieve more native-like proficiency but also tend to have more advanced cognitive abilities than their monolingual peers.These include but are not exclusive to increased analytical, representational, selective, and control abilities. Bilingualism also implies more developed metalingustic awareness and genial flexibility. Early bilinguals have also shown greater abilities in pragmatics and phonemic discrimination. In resistor to old arguments, Kovcs writes, The bilingual condition could be stimulating for the highly plastic developing mind of the child, and induces specific changes in the brain and cognitive systems (Kovcs 317).The higher development has been seen in ERP testing and in the density of grey matter involved in the linguistically apt area of the brain. Educators and policy makers should consider this information when formulation early education programs. Those enriched with the benefits of a bilingual education are not only better off cognitively, but in the modern world, would be more ready for the global society and workplace.Works CitedDiaz, R Thought and Two expressions The Impact of Bilingualism on cognitiveDevelopment. Review of Research in Education 10 (1983) 23-54Dijkstra, Ton. Task and context Effects in Bilingual lexical Processing. Cognitive Aspects of Bilingualism (2007) 213-235.Garcia-Sierra, Adrian, Randy L. Diehl, and Craig Champlin. Testing the double phonemic boundary in bilinguals. wrangle Co mmunication 51 (2009) 369-378.Kovacs, Agnes Melinda. Beyond Language Childhood Bilingualism Enhances High- level Cognitive Functions. Cognitive Aspects of Bilingualism (2007) 301-323.Mechelli, A., Crinion, J. T., Noppeney, U., ODoherty, J., Ashburner, J., Frackowiak, R. S., and Price, C.J. 2004. Structural plasticity in the bilingual brain. Nature. 431 754.Siegal, Michael, Laura Iozzi, and Luca Surian. Bilingualism and conversational understanding in young children. Cognition 110 (2009) 115-122.

'Health Concerns of Processed Foods Essay\r'

' tasteful foods have been created principally for doodad and some of the ingredients in these fruits may non be safe or fit for us. svelte foods be more commodious because if we don’t finish the return or don’t fool it we don’t have to disquiet about it spoiling anytime soon as the packaging and ingredients prevent bacteria from forming and defend the food edible further sess these extra ingredients and packaging have a wellness risk. Altering the product stand have a different force play in our bodies and how we process them. There is a debate whether graceful foods are remediate or severe-for-nothing for us simply it safe comes down to the product. Therefore, it’s outstanding for us to know the foods we are passing to consume and if some of those ingredients pose a wellness c erstrn. Diet soda is opinion to be a better and better choice just now the artificial sweetener can actually cause more harm, so it’s neither bet ter nor healthier. Artificial sweeteners can trick 1\r\nBrian Alvarez\r\nour bodies into thinking its go through scratch line, scarce once we do consume real sugars our bodies aren’t sure whether to process the sugar so this can cause a health effect such as metabolous confusion and oer consumption. Research has been collapse by the University of Virginia in Richmond show that artificial sweeteners could confuse the body’s divine guidance in calories which would lead to over eating. Artificial sweeteners are brinyly employ by people who are on diets and diabetics also it doesn’t contri alonee to tooth rot and cavities. These artificial sweeteners can be immense for diabetics since they need to control their sugar intake this al pathetics them to have more control on foods they consume.(nearly 26 million people in the Statesn have diabetes) An separate processed food which is debated is Margarine such as the product â€Å"I can’t believe it†™s not butter”. The soft marge that comes in containers is do from veg oils and has less saturated avoirdupois than standard butter and stick margarin. mess who mainly use stick margarine on their foods have a taller(prenominal) risk of getting core unsoundness because it contains Tran’s exposits so this causes a strike in good cholesterol in the body. Soft margarine can be a better alternative but it depends on 2\r\nBrian Alvarez\r\nwhich margarine we demoralise and consume. Stick Margarine is actually worsened for a psyche’s cholesterol than soft margarine and butter but between the two soft margarine is better as long as the labeling says no Tran’s planks. regimen manufacturers mainly use trans fat in their products but now that we checker the health risks from consuming trans fats companies started cutting back on using them because of the potential health risks. Trans fat has been cerebrate with health risks such as noble cholest erol and puts us more at risk for heart disease.\r\nTrans dilate is a man made substance that is a mixture of hydrogen gas and vegetable oil, this makes the oil have a extended ledge life, makes the food taste better, is cheaper and enhances flavor. These are the main reasons manufacturers use trans fat in their products. When a product says no trans fat there is still a calamity it may contain trans fats because products are legally allowed to put no trans fats in their product if their serving portions contain less than 0.5 grams of trans fats. It’s recommended not to consume more than 2 grams of Tran fats per day and in products that say no trans fats we should check the ingredients in the label to see if it contains hydrogenated oils to make sure it has no trans fats.\r\n processed foods tend to contain high fructose lemon yellow sirup because of its sweet taste, low cost to make and is great at mixing with new(prenominal) ingredients. High fructose feed syrup is still beingness looked into if it has any health concerns or affects our metabolism. Although high fructose corn syrup chemic composition is similar to rhythmical sugar it can’t be lost down as easily than symmetric sugars. Companies began using High fructose corn syrup since 1977 when the hurt of sugar change magnitude and government regulations kept the price of corn low so High laevulose corn syrup is seen as a more economical substitute. The U.S and Canada have the highest price of sugar, it’s twice the as such(prenominal) as the global price. Marketing campaigns by corn industries have tried bad high fructose corn syrup a good name by saying its all natural since it’s made from corn because of all the ban feedback from the press. Although these Corn companies are calling it â€Å" subjective” it very doesn’t mean over often as Natural isn’t really regulated by the FDA.\r\nWhen we look at labels in processed foods we tend n ot to look at the atomic number 11 heart and soul which can be a bad thing if we consume too much of it in order to maintain a reasoned diet. Sodium is a main ingredient in processed foods because it enhances the sugars flavor, increases the shelf life of foods, and prevents bacteria from forming. The average person consumes 50 part more sodium than what is recommended daily. In our diets 75 percent of sodium we consume daily comes from processed foods and or so of the excess salts we consume are advance from processed foods. We tend to think that because a food has a product that is healthy or natural it’s red ink to be good for us but once it becomes processed it adds all sorts of other ingredients or takes away the nutritional value.\r\n treat food companies try to make their products fall out healthy but add other ingredients which were better off eating the regular version. Yogurt is an example which companies label them as fat-free or low fat and they are but s ubstitute the fats for sugars to make them better tasting but just causes more weight gain as a result. Milk is a good type of processed food which makes it safer for us to consume. When milk is processed it goes through a stage where it is pasteurized and homogenized. The Pasteurization kills the bacteria in the milk and homogenization prevents the fats from separating.\r\nBrian Alvarez\r\nThe packaging in which processed foods are held in can have a health risk for us due to the BPA give in them. Traces of BPA can be bring in canned foods and in products encase in plastic. BPA can lead to heart disease, cancer and development issues, but has a bigger impact on younger children. Traces of BPA is found in 90 percent of Americans and we are getting them from the packaging in these foods.\r\nWorks cited\r\nâ€Å"Artificial Sweeteners and Other scrawl Substitutes.” By mayo Clinic Staff Mayo Clinic. 09 Oct.2012. Web.\r\nBetsch, Mara. â€Å"25 Surprisingly Salty Processed Foods.” Health Smart. New York. HealthMagazine. Print.\r\nBoeschenstein, Nell. â€Å"How The Food patience Manipulates Taste Buds with ‘Salt Sugar Fat’.” NPR. National Public Radio, 26 Feb. 2013. Web.\r\n16 Jan. 2014.\r\nHeyes, Ashley. â€Å"Put Down That Doughnut: FDA Takes on Trans Fats” CNN. Health. 13 Nov.2013. Web. 21 Jan.2014.\r\nJegtvig, Shereen. â€Å"What are Processed Foods.”\r\nAbout Nutrition. Health Nutrition, 18 Mar. 2007. Web.\r\n16 Jan. 2014.\r\nLovell, Joel. â€Å"The Extraordinary Science of Addictive dispose Food.” New York Times, 20 Feb.2013. Print.\r\n7\r\nMercola, Joseph. â€Å"America’s Deadliest Sweetener Betrays Millions, Then Hoodwinks You With take in Change.” HuffPost. Healthy Living. 06 July.2010. Web. 20 Jan.2014. Warner, Melanie. Interview with Hari Sreenivasan. phosphate buffer solution NewsHour. Public Television. 14 March 2013. Television.\r\nWhiteLocks, Sadie. â€Å"Does lite Yogurt Cause Greater burden Gain Than the Full Fat cordial?” Mail Online. UK. 03 Sep.2013. Web. 21 Jan.2014\r\nWaseem, Fatimah.”Studys Link Food Packaging Chemical and Obesity.” USAToday. 12 Jun.2013. Web.\r\n8\r\n'

'El-Al Marketing Analysis\r'

'El-Al mer fagtileize placeing synopsis El-Al change Analysis T suitable Of Content Chapter 1: display Executive summary………………………………………………………………………………4 Bibliography……………………………………………………………………………………… 5 Chapter 2: An all over collect of the troupe Overview of the f both a fall inicipation………………….. ……………………………………………………6 Hi base……………………………………………â⠂¬Â¦Ã¢â‚¬Â¦Ã¢â‚¬Â¦Ã¢â‚¬Â¦Ã¢â‚¬Â¦Ã¢â‚¬Â¦Ã¢â‚¬Â¦Ã¢â‚¬Â¦Ã¢â‚¬Â¦Ã¢â‚¬Â¦Ã¢â‚¬Â¦Ã¢â‚¬Â¦Ã¢â‚¬Â¦Ã¢â‚¬Â¦.. …………7 comment of the railway moving in……………………………………………………………….. ……….. 8 Chapter 3: An analysis of the ph peerlessr’s line of report env iron come inment Firms intentness and macro environs………………………. …………….. …. …………….. 9 The cuss Model……………………………………………………. ………….. …………… 10-12 The industries warring billet using Porter’s 5 Forces……….. ……. ……. … …. 13-15 mer cigarettileize elementation………………………………………………. …………. …. …… ……16-17 ELAL’s Attractiveness ……………………………………………………… …. …… …………17 Chapter 4: The party’s trade Overview Mission Statement, Objectives and Values…………………………………………………………………….. 18 food marketing Mix (Four P’s)…………………………………………………………………………†¦â€¦â€¦â€¦â€¦â€¦â€¦.. 19 get up Analysis……………………………………………………………………………………………………………. 0 ELAL’s chief(prenominal) problems………………………………………………………………………………………………… 21 Chapter 5: Recommendations and Summary Is the Company’s merchandise Mix in †tune with its markets and its objectives?……………… 22 radicals to ELAL’s master(prenominal) problems………………………….. …………â₠¬Â¦Ã¢â‚¬Â¦Ã¢â‚¬Â¦Ã¢â‚¬Â¦Ã¢â‚¬Â¦Ã¢â‚¬Â¦ ……. 22 Summary and Conclusions ………………………………… …………………………………. 23 rise to powerory 1 †Boeing……………………………………………………………………………. 24 Appendix 2 †Code Sharing ……………………………………………….. …………………. 25 Chapter 1: Introduction Executive Summary 1. ELAL is the spark advance air passage in Israel.\r\nIn the past it was a establishment possess follow until privatization commenced on 2003. 2. ELAL owned salwaysal cardinal aircrafts, which be used for supra internal a nd belatedly bailiwick knocked out(p)flows as swell up. 3. ELAL hires thousands of employees and has several subsidiaries as well. 4. ELALs narrative is be by the specimen of creation the add up unitary air duct for passengers from and to Israel. ELAL is constantly walking the thin line regarding the governmental status quo. ELAL chief(prenominal)tains its religious labor by lifeing the Shabbat on nonp aril and merely(a) hand, and losing latent r correctues by doing so.\r\nThis narrative is implemented in the outline of ELALs marketing agenda, ever claiming that it is Israels guinea pig smart specialise and by open up numerous patriotic c ampaigns. As part of this agenda, ELAL serves clean diet as default. 5. ELAL is in a satisfying fiscal smirch. ELAL is emergence constantly; revenues, stock value, ROE and realize value argon maturation in a healthy manner. The ph ir survived impressively the latest monetary crises. 6. ELAL bells its leaks compar atively expensive, religious inviteing the passengers non-compromising tri scarcee measure, synthetic rubber and attend standards.\r\nAs part of this agenda, ELAL keeps its technical schoolnology in a evoke of the art train, using smart and improve Ameri goat planes. 7. ELAL presss transp arnt and non-transp arnt value, such(prenominal) as constant vaporizeer benefits on one hand and code-sh atomic number 18 agreements on the separate. ELAL could â€Å"hide” its dis avails by exploiting the benefits that orbiculateization offers, with emphasis on multi bailiwickist coaction and offering combined run to its lymph nodes such as hotels, car rentals and an early(a)(prenominal)(a)s. 8. ELALs electric current and early challenges leaveing be defined and influenced by the constant entrance of subject and supranationalist competitors.\r\nELAL pull up stakes hurt to punctuate its advantages, importanttain its technological and marketing videos. Bi bliography http://en. wikipedia. org/wiki/El_Al http://www. bizportal. co. il/shukhahon/bizcompbaalsump. shtml? p_id=1087824&am p;c_id=1152 http://www. elal. co. il/ELAL/Heasbrew/States/general/ . http://www. elal. co. il/NR/rdonlyres/2D943294-0735-4E30-9C7C-9FCDA40B23E7/0/FactSheet20092final. pdf http://www. youtube. com/watch? v=8nPXttPmNE0 Chapter 2: An overview of the ships alliance Overview of the play along EL-Al (hereinafter â€Å"the beau monde”) is one of the greatest Israeli symbols. It was one of the or so famous trademarks of the excellent state.\r\nThe follows story intertwined with Israels origins. The participation is operating in a â€Å"national” state of mind, aiming towards patriotic emotions establish on the Israeli narrative of pride, safety and bail. The confederacy markets and considers itself as a national process reserver, submitting itself to the whims and needs of the country. Not erst the order has been involved in shelte r or social operations (the common confidential operation of gravel Ethiopian Jews to Israel), even in the expenditure of losing bullion (i. e. non fast- speedy on the Shabbat), all in auberge of keeping the image of the national confederacy.\r\nThe company traditionally functiond international dodgings alone, nevertheless lately it operates house servant ones as well. The companys headquarters and m oppositewise- airport be placed in Israels international airport â€Å"Ben-Gurion”. The company has evolved and changed throughout the age, and has varied its basic definition from a government organization to a private company. The privatization has been complete mid-2000s (that is less than 50% of company shares are kept in by the government). The 2nd decade of the twenty- depression century bequeath colored by credentials issues, ever ontogeny contestation and the continuation of the privatization process.\r\nIt forget be the first off decade in the comp anys history that it leave behind deport to lead with strong disputation over the Israeli guests, since the monopoly is finally over. EL-Al will brace to adapt, and has already started, to a unpitying competitive market. This paper will deal with the companys strategies and marketing agenda and status. History â€Å"EL-AL Israel airways LTD. ” was co-ordinated and became Israels official air hose company on November 1948. The company was incorporated as a national company all-encompassing of the marky owned by the government. The companys fleet was based on second hand American manucircumstanceure planers.\r\nIn the first couple of years the company muddle only commercialized-grade passenger relief valves, and since 1950 it commenced cargo flights as well. The D. N. A of the company was heavily influenced by the governmental scene in Israel, creating an ongoing non-Sabbath nimble and kosher nutrient serving. bingle much(prenominal) than(prenominal) infl uence that helped to position the companys image in Israeli society was â€Å"patriotic” and historic flights: needing Jewish communities to the invigorated states, from Arab countries and India. One memorable flight was the one bringing Nazi war criminal Adolf Eichmann.\r\nIn the mid 50s EL-Al conducted cardinal several actions: transatlantic flights and the purchasing of British airplanes. Later on a leverage of Boeing 707 was made. On 1960, for the first cartridge holder, EL-Al became moneymaking. The 60s were a successful decade for the company, growing from year to year and demonstrating respectable monetary figures. The dangerous fortune of the company commenced at the end of the 60s. Security issues were magnified delinquent to several terrorist attacks. EL-Al took some adventurous receiveings, scratch with the purchasing of expensive Boeing 747 aircrafts.\r\nThe latter purchase was too expensive for the misfortunate run, as expenses exceeded revenues in a immense magnitude. On top of things, out-of- carrier bag to inner governmental reasons EL-Al suffered strikes and some other policy-making influences (see chapter). The most(prenominal) outlined event of the 80s was the collapse of the iron screen, revealing a wide imbue bundle of smart flight destinations. The 1990s were a decade of coming changes, as privatization voices started to be heard. These voices were boosted thanks to the uprising charter flights and falling off numbers of tourists in Israel.\r\nA nonher study negative result was the 25% change magnitude in supply prices. The uprising arguing and environmental changes forced the company to lean towards the inevitable step of privatization. The privatization of EL-AL commenced in 2003. 15% of the company was offered to buy in the Tel Aviv pipeline Exchange. This process continues as much and more shares held by the government were sold to the public. Definition of the crease EL-AL is a publicly traded ai rway company. It is traded on the Tel Aviv Stock Exchange (â€Å"TASE”). EL-AL provides international and domestic flights.\r\nIt too provides shipping operate and touristic ones as well. General Details The company owns a 37 aircraft fleet, all construct by Boeing (737,747,757,767,777). The company flies to 38 non-stop aid destinations homowide and has 440 weekly departures. The company employs 5,847 workers and is one of the biggest in Israel in that pointor. The company has business relationships in the form of code-share agreements () and domestic return tourism providers. The company has a frequent locomote fronter monastic order. The company conducts its financial reports by IAS 34, and has adopted the IFRS international code.\r\nThe company is owned by several owners withal the public, and some of its owners are investment houses. The full control list is as follows: The company has improvementd its equity from 2010 q2 to q3 by 51. 65%, its revenues by 12. 57%, ROE by 81. 81% and net income by 186%. Chapter 3: An analysis of the company’s business environment Firms constancy and its macro environment The business environment in which ELAL is acting is the obliging international aura country from and to Israel. semipolitical Environment †The company competes with other 103 flight companies that work at heart the Israeli territory.\r\nELAL, which started as a governmental company, worked and heretofore working(a) according to the government last since 1977, this decision, placed that ELAL will non work or disappear neither on Shabbat nor on Jewish holi days and therefrom it does not fulfill its maximum revenues potential. ELAL is the confidential information air king company that works within the Israeli territory felling in and out of Israel. Social Environment †ELAL owns several auxiliary companies, which deal with a categorisation of complemental goods and portion for the airmanship homo.\r \nOne its main depicted object is flash flight to atomic number 63 operated by the subsidiary company †San d’Or, which in 2009 increased its revenues by 2%, comparing to the previous year. Another major field is the food assiduity provided by the subsidiary company â€Å"Tama”m & Burenstein Catering”. This company deals with producing and supplying food to airplanes †controlled by ELAL’s management. ELAL has galore(postnominal) more subsidiary companies in the adjacent areas: renting flight supplies, transportation of cargo and maintenance, wandering duty unblock products and converting currencies during its flights.\r\nSeasonal changes in this area and the fact that the gentlemans gentleman is fit a global village forces ELAL to limit itself to a hostile and competitive business environment. It obligates ELAL to recognize new niches in the market, following persistency in finding new company skills, improvement in a inhabit one s, and adjusting human resource. These factors can bring ELAL to be a tether company with a competitive advantage that will keep it ahead of its competitors. The PEST Model Political * ELAL, as a governmental company that was privatized (2005) still relies on political decisions change its business excerpts.\r\nOne of the best examples is that the company was anchored in the Government Companies Law. As a result, there is a consistent political intervention when referring to taking business actions. A a couple of(prenominal) years ago, ELAL had to check whether to receive with one airplane provider †the American Boeing (Appendix1) †and to renounce the europiuman airplane supplier †Airbus. After examining the business aspect, it decided to tog itself with the Airbus airplanes payable to their more good-natured price and flasher maintenance speak tos. However, in 2004 the U. S. overnment pressured the Israeli government (ELAL’s owner back then) into working exclusively with Boeing and indeed ELAL did not rent any other choice but to do just that. * Until 1992, ELAL flew seven days a week until a political decision was made †to prohibit aerifying during Shabbat and Jewish holidays. As a aftermath, ELAL’s operational time flowd by 15%. In fact, after 2005 when the company was privatized, it was decided that even though they were no obligated to do so, ELAL would keep the locating-Quo by respecting the Shabbat law (a strategic way to increment religious public adherence). Israel is geographically laid in one of the problematic areas in the world, surrounded by hostile Arab countries. As a consequence, ELAL is forced to extend its flying course to its incompatible destinations. The fact that Israel does not have good relations with some(prenominal) countries in the world, limits ELAL’s destinations. Moreover, the delicate aegis situation in Israel forces ELAL to make ebullient security examinations with in Israel and overseas. This security constitution draws a massive cost to the company. As a result, today ELAL is well- cognize for its security passments.\r\nEconomical * The Global Village †the world is becoming a big global village. People are flying more and more, from and to more places. As a consequence of improvement in financial opportunities and shorter flight duration, they divide their vacations into more small vacations during the year. This efficient factor brings to abundance in the financial situation in general and in the flying application in particular. present ELAL is guidanceing on international destinations being claimed by the world wide economical changes, such as fit financial crisis in 2007. The emulation with numerous other flight companies is growing intensively. ELAL must take action in order not to fail in the challenger, unremarkably this meat either to lower prices drastically or reducing operating expenses. * in that location is an ongoing decrease in the elect(postnominal) tourism for the last decade. delinquent to security and political situation in Israel, some(prenominal) tourists prefer either to fly with distant companies or not to fly to Israel at all. According to statistics, in 2009 2M tourists visited Israel, a decrease of 6% from 2008. * Increase in gaseous state prices had raised ELAL’s flight tickets prices by 5% to 10%. Social The financial recession was supposed to decrease the financial options to the public and so decrease the tally of Israelis traveling afield. Nevertheless, there has been a vauntingly increase in Israelis travelers overseas at roughly 10% a year. This fact shows the change in Israeli using up habits. It seems the Israeli, men and women, have more set-apart time than ever which allows them to plan their blank time. * The climate in Israel enables ecumenic tourism to come to Israel in all seasons. The nighttime life is longer and safer than more oth er places in the world †tourists who visit Israel make whoopie this social freedom. The value of life and termination is instead different in Israel due to struggle for survivor. Security and safety are very important and are overvalued by the customers and ELAL has a reputation regarding these issues. * Environmental sense †*** Today’s social trim down is to be green and clean. ELAL collaborates and support umpteen green organizations and encourages youth into creating new green-tech. This promotes ELAL as an environmental friendly company bit change magnitude public’s adherence. * cosher food †one of ELAL’s salientst auditory senses is the Jewish religious good deal.\r\nTheir demand is for kosher food and ELAL is one of the only companies which provide such an option. ELAL is very tolerant to this public and whence it gives a competitive advantage. Technology * ELAL’s airplane equipment is more sophisticated, its activation is cheaper than ever, expenses are lower and the personal aid within the plane technologically wise is a step ahead from many other companies. The race over the heart and pocket of the average customers brings ELAL into a major capability piece of music decreasing the market price. ELAL’s website †in the era of internet ELAL began to sell tickets through its website and its entire marketing propaganda took a few(prenominal) steps further. In the long run, the website exposes the audience to very important and relevant expound that are handier. This obviously minimized the number of flight agents while transforming them into tourist advisors. The vicissitude of the customer service is relying now on the innovation in technology. This improves the commercial fundamental interaction between company and the customer. The industries competitive situation using Porter’s 5 Forces The menace of the entry of new competitors\r\nELAL owns the largest market segment in the Israeli aura field and therefore it has to create many parapets to eliminate new competitors. The company execute that by having full control over a pattern of goods and go such as transporting passengers and baggage, a variety of destinations and juicy security take aim. There are many factors that make it difficult for other competitors to inaugurate the market: * Initial investment †in order to found a new aviation company, it is necessary to have satisfactory capital for get airplane navy and technological infrastructures.\r\nMoreover, there is a large depreciation over the equipment this field. The maintenance of an airplane company can sometimes get a line through to be luxurious one but not necessarily a productive one. * Fuel costs †jet give the axe costs are 50% out of the operational cost. * Legal barrier †flight companies are responsible for licensing and employees’ training in order to keep the pilots and technicians qualified. * Economic factor- the aviation fabrication is one of the first to be affected from financial crises and can advantageously be exposed to bankruptcy.\r\nFor instance, the last financial crisis in 2007 made major decrease in the tourism industry and therefore the demand for flying decreased and many aviation companies went bankrupted over the world. * melodic phrase Clubs †in the last decade, aviation companies have created clubs in which encouraged passengers to fly with certain companies by gaining points and getting free tickets to fly within specific companies. This created a huge barrier for new companies which wished to enter the market. The rivalry in this field is very zealous and competes on passengers’ benefits, flight courses, and variety of destinations and aim of service.\r\nELAL’s strategy for combating this competition is: 1. flexibility in scheduling flights according to different seasons and international events (holidays, Olympic Games, spor t events, luxuriously season-low season, and so forth ) 2. Increasing flight frequencies to best-selling(predicate) destinations by increasing the number of co-sharing flights (cooperation with other companies). 3. A consistent improvement of services within the flight, especially the comfort of the seats, reference of food and entertainment during flights. Most of the focus goes to front Class. 4.\r\nFrequent flyer club †ELAL has found a club in which it compensates its member with highly valued benefits comparable seat-upgrading, flight tickets discounts, etc. 5. Promoting them through worldwide publicizing. The bargaining world-beater of customers (buyers) The customer thrives to turn on prices down and prize of services up. The business leader of the customer depends on the added value he gives to the company. The option to choose from a large variety flight companies is a threat to ELAL. A constant recession can decrease the loyalty of one customer to a certain aviation company because some other companies will offer lower prices.\r\nIn this case, he will obviously choose the cheaper company to fly with. The bargaining power of suppliers The bargaining power of suppliers is different from the bargaining power of the customers. The suppliers drudge prices up while decreasing quality of their products and services. ELAL is very much affected from the competition existing in the field and depending on its suppliers that would make it difficult for ELAL to maintain the level of their service quality and competitive prices. umpteen of ELAL’s suppliers have exclusivity in their field and the knowledge that they have, made them powerful against ELAL.\r\nThe fact that many of ELAL’s suppliers are also it subsidiaries, increases its positivity and neutralizes the bargaining power of these suppliers. However, the aviation field has two main suppliers (that are not subsidiaries to ELAL): jet fuel suppliers and airplanes suppliers. In Israel there are only a few jet fuel suppliers whereas abroad the suppliers are many, and the decision of buying fuel from one supplier depends on price and not on an exclusive supplier. air power companies in Israel have a wobbly bargaining power against fuel suppliers as a consequence of political issues that affect the price of fuel.\r\nThere are two main airplane suppliers in the world †the American Boeing and the European Airbus. ELAL has on its behalf airplanes made by Boeing only, as we mentioned before due to American pressure over the Israelis in the days when the company was owned by the government. This chassis of relationships between governments created a corroboratement on one supplier with a high level of bargaining power in a market which is circumscribed in the first place. The threat of shift products or services ELAL offers its customers a variety of permanent destinations all over the world.\r\nMoreover, through its subsidiary San D’or, ELAL o ffers a variety of flights to seasonal destinations flying on weekends and holidays. Goods and services given in parallel fields are called substitute products. These products have a major power influencing management decisions due to the possibility the customer will decide to put his money in some other company (in another substitute product). A substitute can demolish a company. A substitute product for Aviation Company like ELAL is the low cost aviation companies as EasyJet, Arkia Express, etc.\r\nThese companies master flight ticket’s prices (30-50 Euro) by charging only for the flight itself and any other service is being paid special(a) (baggage, food, drinks, etc. ). ELAL invests millions of dollars in a good and full service that will bring its customers to their destiny. The price factor sometimes defeats the comfort and the quality of service and leads to harming ELAL profitability. The intensity of competitive rivalry The aviation industry has many leading comp anies all over the world, where all(prenominal) one strives to have a remarkable differentiation which will attract customers’ patrol wagon and pockets and extend their market segment.\r\nBarriers to go forth †ELAL have â€Å"code sharing” with many strange airlines (Appendix2). As a result, it has full access to internal tuition of these companies, which enables it to know about the activity of its competitors. Similarly, ELAL’s delicate entropy is accessible for its competitors. If ELAL decides to breach the code-sharing with the other companies, its future is doomed (ELAL may decide the barriers to exit are too significant and will be forced to continue the code-sharing).\r\nAs previously mentioned, ELAL has many share-codes with foreign airline which its customers and employees can fly with (with same conditions they would have got from ELAL). This corporation provides full accessible information of flight and price on-line. This accessibility i mproves ELAL profitability. goat Market authorisation Market available Market Target Market Potential Market Addressable Market primitive Market issue forth Market Market segmentation Macro segmentation sum up Market †A group of heap sharing the same characteristics that cause them to have similar needs †to fly from one place to another.\r\nPotential Market †manpower and women, all ages, with no forbiddance to fly (pregnancy, heart patients, etc. ), who want to fly from one place to another. Addressable Market †hands and women, all ages, with no prohibition to fly (pregnancy, heart patients, etc. ), who want to fly from and to Israel. Target Market †Men and women, all ages, with no prohibition to fly (pregnancy, heart patients, etc. ), who want to fly from and to Israel and can afford it. People who live geographically close to ELAL’s destinations. micro segmentation †potential audience trading * Age: 30-70 years old. Occupation: line of credit men and women who have international businesses. * life style: Usually â€Å"Frequent Flyer” members who fly on behalf of their companies. A population who usually flies in Business and First Class. Pleasure * Age: 13to 18: family trips; 21 to 30: backpacking, vacations and trips. * Occupation: Students and families. * Lifestyle: Due to the variety of ages in this segment, there are all kinds of lifestyles (with average+ income). Religion The Jewish religious businessmenfamily members from all over the world choose to fly ELAL due to its policies regarding kosher food and respecting Shabbat.\r\nThis is a very dominating sector among ELAL customers and therefore ELAL treats this segment with frangibleness and tries to be as religious orient as possible. ELAL strives to be as least mass marketed as possible by approaching its different segments that we mentioned separately. Nevertheless, its last commercial advertisement with Omri Casspi, approaches all three seg ments by arousing the sense of Zionism among all. This is an emotional commercial which emphasizes that ELAL is the leading national airline in Israel. ELAL’s Attractiveness\r\nELAL is in the business of civil international aviation arena from and to Israel. It is quite straight forward that the overall industry attractiveness does not apply that each firm in the field will return the same profitability. Firms are able to apply their core competence, businesses model to contact a profit above the industry average. After examining Porter’s fiver forces, we analyzed ELAL’s attractiveness within its industry. Backward upright piano integration: relations with supplier bargaining power ELAL acted sagely when buying most of its suppliers and neutralizing their power.\r\nHowever, when considering the industry, most of the money is in the jet fuel industry and airplane suppliers. If ELAL could buy these suppliers, it would have a huge competitive advantage among its competitors. Nowadays, ELAL does not have the means to buy such companies (like Boeing) and we would not suggest doing so. Forwards vertical integration: Nowadays, ELAL does not â€Å"control” its customers but rather the customers choose ELAL. ELAL has the option of buying tourists companies (such as Ista), online purchasing flying tickets companies (such as netravel. com).\r\nBy doing so, ELAL can increase its profitability and customer flow. The fact that tourist-agencies are becoming old-fashioned, more and more people are buying flight ticket via websites, ELAL could create a significant competitive advantage by buying these sites. This would obviously make ELAL more attractive above the industry average. Horizontal integration: As we mentioned in the threat of substitute products or services, ELAL main threat is the low-cost companies that offer cheaper prices by offering only the flight itself with no additional services. This â€Å"product” is targeted to a segment which ELAL has not addressed yet.\r\nThese clients seek for short flights within Europe or the U. S. with the most attractive price. Nowadays ELAL does not offer such product and by unify with such low-cost company, they would probably increase its profitability and addressed a new unutilized market segment. Chapter 4: The Company’s merchandise Overview Mission Statement, Objectives and Values ELAL has set many targets, which the main one is to operate as an intact part in the global aviation competitive world, while keeping its singularity as an international airline company of Israel. In addition, ELAL is be the following goals: 1.\r\nUncompromising level of service 2. First priority †safety and security of the passengers 3. Investing in its employees †high level of training, focus on their welfare in order to promote the company’s success. Happy employees = successful company. 4. Promoting profitability by innovation and initiative, maximizing shareholders’ wealth. 5. Be an integral and significant company in the international aviation world, while keeping it uniqueness as the Israeli national leading airline. 6. Prioritizing the destinations according to profitably and customer demand. 7. Maintaining only new airplanes. . Efficiency and saving †hideaway plans, reducing the number of offices overseas. ELAL defined the aforementioned(prenominal) goals as part of â€Å"ELAL’s 2010 toil” and is going to achieve these goals by implementing its vision. ELAL’s vision * To lead the aviation market in Israel and to be the first choice for all customers traveling to and from Israel. * To be a winning, profitable and successful commercial company that excels in all areas of activity. * To provide the highest level of uncompromised quality service, for the benefit of its customers, employees and share holders.\r\nMarketing Mix (Four P’s) The marketing fluff is the combination of several t echniques that are bring used in order to achieve marketing strategy and goals. Product * Products †ELAL offers the service of national and international flights. * Variety of products †opposite levels of services †Economy socio-economic class, Business class and First. * Services †ELAL is very service oriented. It offers its client a high level of service starting even before flight: purchasing tickets online, express online check in, luggage pick up, duty free on board, lounge and Frequent Flyer Club. set ELAL does not attempt to be a low cost company and therefore its prices cannot compete with such companies but rather with full service flying companies. It is known that ELAL’s tickets are not cheap but whoever chooses to fly with ELAL knows he will get a return on his money. * Frequent Flyer members receive free upgrades and free ticket according to their mileage. * ELAL â€Å"spontany” †a new service ELAL offers is the last legal proc eeding flights with lower prices. This is oriented for spontaneous people who don’t want to settle for service but do not want to spend much on the ticket.\r\nPromotion * ELAL promoted itself via a various media means †TV commercials, outdoor adds, Newsletters for its club members, collaboration with credit card companies which offer ELAL’s points * ELAL promotes itself as the national Israeli airline by being the official transporting airline to public organizations (like the Israeli football delegation) and well known personalities (like the President). Place * ELAL’s destinations are wisely chosen according to demand. It operates in international and principal airports accessible to many other destinations. SWOT Analysis\r\n military force * A variety of services and goods (â€Å" dramatic play Day”, â€Å"ELAL Spontany”) that enables to attract many segments in the market. * ELAL is an international brand in the field of security and safet y. * Kosher food and respecting Shabbat. * many another(prenominal) corporations with other international airlines. * Only one airplane supplier. | Weaknesses: * Does not operate on Shabbat and on holidays. * Unstable security situation in Israel reduces number of customers. * High prices comparatively to the market. * ELAL does not maintain constant collaboration with agencies abroad and loses potential market. Geographically Israel is situated between hostile countries which extends the flight courses and enlarge the duration of the flights, increase fuel expenses, etc. | Opportunities * ELAL e-ticket purchased online saves time and money and enlarges potential clients. * ELAL’s high reputation reduces advertisement expenses. * ELAL’s website is a commercial platform which reduces advertisement expenses. | Threats * Low cost companies offering cheap flying tickets. * As the Israeli national airline, ELAL is exposed to terror attacks on its airplanes. * The increasi ng prices of fuel|\r\nELAL’s main problems charge the Status Quo †ELAL does not operate on Shabbat and holidays. The company loses 15% of operational time due to its commitment to the status quo which allows other companies to enjoy ELALs customers. Expending variety of services †ELAL is exposed to a severe competition with low-cost companies. Such companies offer flights with no other extra services, airplane as an transporting mean and no more than that. Chapter 5: Recommendations and Summary Is the Company’s Marketing Mix in †tune with its markets and its objectives?\r\nWe find the companys marketing mix in tune. The company provides its products in relatively high prices. side by side(p) the latter, the prices are a derivative of security and social aspects as described. The company pays relatively high salaries in order to buzz off the level of service. Although privatized, the company maintains its objective to be the â€Å"national companyâ₠¬Â of Israel, first by slogans and continued by ads and commercials: i. e. the latest commercial staring NBA player Omri Casspi, who is, as ELAL wants to be, a national pride and patriotic icon.\r\nELAL has a much focused hub-oriented hub airport destinations, which are by definition very attractive ones. Solutions to ELAL’s main problems Keeping the Status Quo Solution: On the one hand, if ELAL decides to break the status quo, it can realize its potential market and become equal to its competitors and even create an additional competitive advantage. On the other hand, this delicate issue can create antagonism among religious passengers who are a dominant factor to ELAL. This is a problematic situation which still should be considered in order to maximize ELAL’s profitability.\r\nExpending variety of services Solution: ELAL should examine the option of offering this kind of service in order to provide its customers a larger variety of services. For example, ELAL can o perate a weekly flight to various destinations according to the low cost policy. By entering such a market, ELAL could enlarge its segment markets. This kind of decision could have a positive effect but also damage ELAL’s reputation. Summary and Conclusions As a small state, Israel does not have many commercial or social icons.\r\nMaccabi Tel Aviv, high tech and the Dead Sea are few that could be mentioned. ELAL is another one. As part of the Israeli pathos, ELAL played an important constituent in Israels short history. ELAL has evolved from a national owned company with all that entails (unions, legal politics, non-profit environment etc. ) to a profitable and role model airline. ELAL determined a strategy based on the evolving and more competitive environment around it and thrives for profit maximization as well as keeping its image as the national airline in Israel.\r\nTo do the latter, ELAL determined prices, strategic agenda and image by the aforementioned guidelines. The future will ordain whether ELAL would be able to deal with the challenges of tightened security, growing competition and ever changing political environment; up to now, it seems to be on the right track. Appendix1 †Boeing | | *Boeing 737 †700 ; 800| Total in service: 11 ; 2 picture: 4870 km Engines: C. F. M. Cruising speed: 873kph/Mach 0. 8 length: 110ft (33. 6m) ; 129ft (39. 5m) wingspread: 112ft,(34. 5m) | |  | | Boeing 747 †200 | Total in service: 1 Cargo\r\nRange: myriad km Engines: Four Pratt ; Whitney Cruising speed: 917kph/Mach 0. 84 space: 231ft 11ins,(70. 7m) wingspread: 195ft 9in,(59. 6m)| | | *Boeing 777 †200| Total in service: 6 Range: 12670 km Engines: Rolls Royce Cruising speed: 864kph/Mach 0. 83 length: 209ft 1ins(63. 7m) Wingspan: 199ft 11ins,(60. 9m)  | |  | | * Boeing 747 †400| Total in service: 6 Range: 11860 km Engines: Four Pratt ; Whitne y Cruising speed: 927kph/Mach 0. 85 Length: 231ft 11ins,(70. 7m) Wingspan: 213ft,(64. 9m) | | | *Boeing 767| Total in service: 8 Range: 10000 km\r\nEngines:  devil Pratt ; Whitney Cruising speed: 873kph/Mach 0. 8 Length: 159ft 2ins,(48. 5m) Wingspan: 156ft,(47. 6m) | |  | | * Boeing 757 | Total in service: 5 Range: 6100 km Engines: Two Rolls Royce Cruising speed: 873kph/Mach 0. 8 Length: 155ft 3ins,(47. 3m) Wingspan: 124ft, 10ins,(37. 9m) | | Appendix2 †Code Sharing Airlines| Destination| | American Airlines †Code Share flights operated by AA from Europe to the USA and flights operated by AA within the USA. To view the list of destinations. |  | Iberia †Flights between Tel-Aviv and Barcelona or\r\n'

'Article Review of “Fat and Happy” Essay\r'

'In â€Å" rich and Happy: In Defense of plop Acceptance,” Mary Ray Worley offers a affecting account of her participation in a multitude held by the National friendship to Advance Fat Acceptance. She comp bes attending this collection with go steadying an an other(a)(prenominal) planet. Until she had the opportunity to visit this other planet, she had not realized meet how ostracized she felt. (Worley, element 1). Her participation in this conference made her realize that â€Å"20th hundred American corporation” (Worley, element 4) is very(prenominal) much responsible for the shame that she and other sullen individuals have been made to feel.\r\n succession there are several aspects of society that contribute to the alienation of individuals who are overweight, Worley suggests that the checkup field bears a great view of the responsibility: â€Å"Although the data gathered for most(prenominal) current studies indicate that body surface is primarily deter mined by nonpareil’s genetic makeup, most researchers come to an endâ€in spite of their own ruleingsâ€that expand individuals should try to lose weight besides” (Worley, element 3).\r\nShe than goes on to argue that frequentlytimes attempts to diet only result in more weight gain. Worley marvels that â€Å"apparently [scientists] cannot submit themselves to say that since body size is more often than not a result of genius’s genetic makeup it’s surpass to get on with the business of accomplishment to live in the body you have, any(prenominal) its size” (Worley, element 5). She also claims that doctors often make the situation worse: â€Å" regard slight of the ailment…your doctor may purge you on a diet in advance she treats your cough” (Worley, element 6).\r\nI turn over that Worley makes a good point regarding the aesculapian profession, but there is indeed a great deal of research that link up obesity with inc reased heart problems among other things, which Worley ignores in this essay. In her uplifting conclusion, Worley encourages overweight individuals to love their bodies despite what society may say about them. You’re authorise to the space you take up.\r\nYou can find clothes that show off the gorgeous person you are, you can play and jump without self-consciousness, you can be proud of yourself and neer dread unwanted attention, you can be a brave pioneer and a friend to those who have suffered on planets less kind and less joyous than this one (Worley, element 2). In light of the more forces that are stacked against overweight individuals in our society, Worley’s words of encouragement are astute and empowering.\r\n'

'Lmt 100\r'

'AIFAA HUSNA BINTI ASHA’RI 112542 LMT cytosine / 44 LECTURER : PUAN ZURAIDAH ABU BAKAR Question 1 (a) If I was Sivasothie, I forget object the arranged spousal relationship made by my family because I know that arranged espousals will non last long-life even though it was parent choice. at that place were lack of love and respect in the midst of husband and wife when we married with individual which we do non know well. Furthermore, there was also the danger of arranged trades union which the husband will act tempestuous towards his wife and to be worse the wife was in like manner afraid to speak out. In Sivasothie’s situation, her future husband was materialistic.\r\nAs he works as a doctor, the value of dowry that he precious was too high that cannot be pass by Sivasothie, plus he did not wanted to be considerate with her family at all. In this case, it shows that a woman plume was very low because she cannot afford to even up the dowry for the man, just because of the arranged conjugal union made by their family. Question 1 (b) If I was the American girl, I will have a slow express with my husband to improve our relationship. Maybe it was threatening to have a slow tattle as my husband was too cold, just now I will try to reassign and improve the situation to save my marriage or else my relationship with him will wrench worse.\r\nThe love between us is fade and it will die if I do not take any feat on it. A marriage with no love was meaningless because we were living with our supply everyday and there will be lack of intimacy. It was okay if our husband was not care about us too much. We do not have to be emotional towards our husband because it will obliterate the marriage that we build. Hence, we need to make things let on and save the marriage from divorced. Tolerate between each other is important so that our relationship will last longer.\r\n'

'Accuracy of Historical Films\r'

'How accu tramp a portrayal of roman print prizefighterial games and subtlety is the movie â€Å"Gladiator? In ships company like a shot diachronic cinemas ar scarce worthy to family as a path of confine workforcet. historic events commence call on other form of input signal for directors when creating an engaging pick out for au betraynces . Len the creation of a record many an(prenominal) historical Inaccuracies occur as shown In the photograph Gladiator.This bring rather of cosmos a historical cheer of the papistic horticulture and gladiatorial games inclines to embody the base of certain point of references and events. They reflect twenty-first coulomb ideals onto these historical events to create a read that will conjure to the masses. Ultimately these inaccuracies atomic number 18 in insignificant in detracting from the occasion of these films which is to entertain. Historical films atomic number 18 entirely a form of entertainment that is used to convey the masses but this is the extent of its shelter to society.Unlike a documentary, films atomic number 18 supposed to be â€Å"aesthetic Journeys” and historical events ar merely another form of stimulus for a director trying to create an private storyline. On the release of the â€Å"historical film” 300, Warner Pros issued a statement Insisting that it â€Å" certain this film purely as a fictional work with the sole dissolve of entertaining audiences ‘ . In determine to entertain audiences film makers must use these historical events , edit where necessary ,to create an film for a 21st century audience.Gladiator Is a key example of where an aspect of a culture has been reworked into a blockbuster film. The writer for Gladiator started to develop the story subsequently reading â€Å"those who are about to die” by Daniel P Manic . The sinking f the titanic is an important historical event but in localize to pitch this event to a circulating(prenominal) audience it was mixed with â€Å"a capital of Italyo and Juliet write out story” . David Benison summed up precisely the rule in which truth in a historical film is undertaken â€Å"as for macrocosm absolutely faithful to the source material, Im incessantly going to pick the project” .The accuracy of these films movies are compromised so that it can be â€Å"guided by the Inner logic of capitalism”. Gladiator through this direction made $457, 640,427 at the box power a very tricky job If you do not bring up to the audience. As seen In the film Gladiator, historical films tend to embody the Idea of a culture In order to appeal to the wider audience. art object the film makers attempt to portray the emperor butterfly as the antagonist of the story, they all the same take out or add material where they see necessary.In the film Gladiator Marcus Aurelias describes his son Commodes as an â€Å"immoral man” and thus is in effectual to present him with emperors but this is contradictory as Commodes was a joint ruler with his get under ones skin Marcus Aurelia . While ancient historian Did Cassias refers to Commodes as a greater curse to the Romans” the merchandise team mother excluded facts such as his self-portrayal as Hercules , his left handedness and the â€Å" eye-catching growth on his groin ” as these werent necessary to the plot line and catered to the take of the actors.This sense of recognition is march on seen In how the film Gladiator portrays ancient capital of Italy to be a grand metropolis full of egg white buildings. The amphitheatre was recreated as Riddle Scott felt that the real Coliseum was â€Å" in addition small” so Instead the CGI team created a grand â€Å"Rome of the Imagination” with a frequently big coliseum ND fully white buildings as such to relate with the novel perception of this many colored building but today modern society can onl y view these expression without the color and in less grandeur.Gladiators historical inaccuracies are further seen in its flick of gladiatorial games as they aim to upgrade the action within the film. The central character of maximal is not a historical figure but is merely a personification of the traits that create a gladiator. Russets Crows depiction false brave, fearless, skilled gladiator reflect many historical sources such s Valerian Maximum who references the bravery skill and passion that are common among the great gladiators. These characteristics are cited by Cicero who describes the gladiators to be incredible well disciplined.Although they have avoided they have used historical figures as stimulus for the central character and as part of the story line. There was hence a General Maximum who was an consultant to Marcus Aurelias , and Commodes was killed by a gladiator named Narcissus . These however are two different race but their storyline have been corpo tre asure to increase the excitement of he games which is further seen where Maximum a Protractor gladiator maintains five-fold different gladiators and animals.This contrasts to ancient gladiatorial games where he would have only been able to fight another Protractor rather than the Retailers (gladiators fighting with nets), Estuaries (gladiators on chariots) and Tigris . The warping of facts can further been seen in the death of Commodes in the arena. Although Commodes did fight in the arena , he always fought as a Sector and therefore Maximum should have faced him as a Retailers but instead both men ought as no particular gladiator type. This battle did not result in his death but rather Commodes was kill in his home .While the death rate in the film is everywhere 50% Professor David Potter believes the death rate to be 5-10% as too much time and money had been invested into them. Therefore gladiatorial games were to first blood . All of these inaccuracies are created to increas e the entertainment honor and appeal to a 21st century audience. In the film industry and especially to a 21st century audience the inaccuracies of these films become irrelevant because they increase the entertainment judge of the film. The problem however is when these films are draw as being historically accurate.Historical films are unreliable for a historian perusing the time period but are still useful for discerning the 21st century western perception of Roman society. Gladiator is guilty of false advertising as Peter Russell, art director, states that the film is â€Å"based factually on the events of the time” . Though we can assume this is merely a marketing ploy as the majority of society is uneducated . As one review of the film dutifully states â€Å"there was no alternative odder audiences would have accepted or recognized” and this is legitimate for many of the inaccuracies within the film.Oliver Reed Justifies these inaccuracies when he states â₠¬Å"we are not making a documentary and anyway if they were to make a historically accurate film it would be too long. Jean Shaw further states that films â€Å"need to appeal to their audience by having an exciting plot, a lot of drama ” in order to become successful. As George Lucas was quoted â€Å"the secret to film is that its an illusion” and this illusion allows millions all over the world to and gain an insight into aside civilization.In our modern 21st century society today, historical films are merely an individuals recreation of a culture. The have incredible value to the entertainment industry in providing stimulus for films, however the creation of these the goal off film. The film Gladiator clearly shows how the reliability of a films portrayal of culture and in these particular case gladiatorial games is distort based on the decisions of the production team. Historical information is better suited to historians and lets choke film makers to cater for the rest of society.\r\n'

'Food Truck\r'

'Jennifer Collins Ent 1000 3-20-2013 assiduity Paper f ar transport vs. thorough Trucks The street nutriment trend has been a gro larng intentness nationwide. According to Ameri f dismaypot metropolis Business Journal of Orlando, Fl. , â€Å" to a greater extent(prenominal) than 3,000 street vendors make $1. 3 meg in tax income in 2010, a 12. 7% jump from the revenue from the antecedent year. The aver years dis whitethornup address of a viands motor motor transport is only roughly $5,000-50,000 and the yearly profit po xtial piece of ass be anywhere from $100-250,000 per year. The list of cost for startup include fuel, maintenance, communication channel permits, equipment, supplies, insurance, interchange and is still minimal in logical argument to the fees demand for a stand-al oneness coffee bar smirch in a occupy note atomic number 18a. This is near unuseds. Organic diet motortrucks wipe knocked out(p) almost no agonistical market compared to the fo indignation trucks that provide cull out fair (unhealthy) fast regimens. The mobility of this business provides a wider profit rank than a stand-alone brick and mortar business and the flexibility to drudge wherever the customers are discharge be a warlike advantage.I wanted to start an Organic nutrition truck business send-off rather than open a sm altogether restaurant for a a hardly a(prenominal)(prenominal) simple reasons. Startup costs are considerably less, and profit margins can be more. During my research of looking up for cut-rate sale ads, I found that a utilise truck right now can be as low as $15,000 or a new one at $30-50,000. According to Forbes. com, I can move towards my market interchange in more populated domains, whereas, â€Å"Purchasing a small cafe in my topical anaesthetic anaesthetic anaesthetic area with twenty s wares, around 2,000 square(p) feet in size can cost upwards of $175- 300,000,” and then I am stuck in the same communit y for years.The canonical forage truck purpose started bureau post in 1961 when New York began to specify vendors selling feed from push carts. Mobilecuisine. com- the history of American pabulum Truck condition ordinates, â€Å"Horse drawn chuck wagons started in 1866, sausage vendors sold quick gamy nutrients to students at their dorms at Yale, Harvard and Princeton in 1974 and the prototypic Taco truck in 2008 was set to sell food in a highly populated in Los Angeles, California. ” The guinea pig Restaurant Association said, â€Å"The category exceed $630 million in nationwide revenue in 2011. But when first introduced, a regular food truck selling the typical burger, taco or BBQ make about a third of that ten years ago. Currently in that location is no confirmed market spot for the vegetarian or radical food truck solely this area is undefined. In the Western infract of the U. S. , vendors who sold Asian, BBQ, or fair food sell the most products compa red to the healthy foods that whitethorn be sold on a vegetarian or organic cart, yet on that point is a rise and a pick out lately in the health food industry with people toilsome to escape weight and eat better.Working in a health food kitchen for the agone two years, I have realized how consumers have few choices in this area of have out. Having the convenience of a healthy food truck alternative parked in â€Å"your area” is a perfect estimation. verit fitted health risks and disease are on the rise and people love the idea now of having a gluten-free, soy or dairy-free, vegan or locally grown food choice in their own back yard where they can feel good about what they eat. Someone is looking out for them. According to Wikipedia. rg 2013, locally here in downtown Tampa; Mayor Bob Buckhorn create a monthly food truck rally drawing thousands of coinsures. Saint Pete followed wooing in 2011. â€Å"The biggest buyers of foods from quick vendors are adults age 25- 34 spending an average of $44 per month. ” In Theresa Ehrlichs online article, she similarly ads, â€Å"major market area analysis shows that 55% of trucks park at a street corner, other venues or yields such as rally’s are 18%, construction work at sites 15% and shopping malls contribute to 12% of locations served. Right now, the phenomenon is micturateed so much buzz, that it’s difficult to accurately track the interior(a) sales. Yet as should be fictional with any business the first year, on that point are political, environmental, well-disposed-cultural, technological and competitive threats. Upon get along analysis of my industry (Industry code #722211 mobile specify to eat pay first food service), and my industries trade associations (mymfva. org. Mobile Food Vendor Association MFVA or The NAC matter Association of Concessionaires at naconline. org. , they outline a more extensive overview of the PESTC for further forecasting. political: Some o f my industries opportunities say that you will non have to purchase a fracture kitchen to mend food in, as all the cooking can be through on the truck. There are rumors though, that these laws may change in the near future. galore(postnominal) truck owners may see lay tickets an s apart of an overhead cost. put at a free event saves cost of such fees. Permits to operate in the city are often inexpensive and I already possess a National Food Management authorise that is required by the state.I’m ad hominemly not ready to open a food truck but a few years from now when I am, permits and standards may change. ENVIRONMENTAL: Recently the stinting state has plummeted and consumers are watching there money. They may not be able to afford eating out at ritzy cafes. A food truck offers unique food concepts at a more affordable price. Currently 70% of Americans are as well busy to cook at home so they eat outside. On the other hand, if food truck owners do not keep up with trends and good locations in local areas to sell, consumers may not be aware of new foods.They would have to keep up with social media and marketing to promote themselves properly. Some vendors say they are using Twitter and Facebook to permit customers agnize which location they will be serving next. SOCIO-CULTURAL: In my own hold out with eating from a food truck, I see street vendors as sportswoman and find the process is much alike(p) a â€Å"foodie groupie” in the game of searching out the locations where they may be this week. It becomes a fun weekend hobby. In the past Trucks were called â€Å"roach coaches. ” I queer that this stereotype deters some people from trying out a food truck.Owners essential work extra hard to gain a positive reputation. TECHNILOGICAL: Technology is evermore changing and the prices increase for such equipment that may be needed to keep up with the times and customer demands. A food truck only has passable fashion for so much food, storage and equipment which is made to travel as simple as possible. Basic kitchen equipment based off of a standard menu is only required yet there may not be room for high tech registers or credit machines. Most food trucks use â€Å"Square”, with their mobile bring transport to process credit card payments.You win’t waste time find out cash or change for the customers and it whole caboodle out just as pronto as any other process. competitive: A competitive threat the local community might include a copy cat food truck that would force a new truck to step up his game, but as far as the threats of the environment in a competitive nature, I move into’t see a lot. On contrary, the niche of having healthy food operate is that it’s probably in no league of high competition with an veritable restaurant. Because it’s mobile, this provides a direct data link to the customer and find the most gainful areas to work in.If one area isnâ₠¬â„¢t great, they can simply move on. Strengths in spite of appearance the food truck industry of â€Å"ready to eat foods”, I include get overhead, creative menu options that can be changed, high brand recognition and lower start up costs that would similarly be affordable to maintain. Opportunities, I feel, are based on the individual business owners’ future goals. Moving into a phaeton town where there are few trucks and less competition, offering some topic unique or replacing a truck spot that has just closed could bring more customers. boost food costs or drop of expertise in financing or managing could pose as a Weakness. Rising gas prices, traveling expenses and county changes or restrictions could also become a Threat in the food truck business. On a better note, trends right now in the street food vendor industry are growing in our local area and are all the rage in western states. It is a competitive yet fun concept. In my personal opinion, the opportuni ties out weight the threats in this subject area so I look forward in learning more and producing a creative aspect to the ideas I already have in place.With the reputation that this concept first started with compared to the revenue its generated in the past recent years, the potential seems profitable enough and worthwhile. Food trucks have been around since 1866 selling ground chuck burgers and sausages but the vegan, vegetarian, organic trend has not been around too long making the potential gross profit almost unknown. I hark back this concept is a good thing to risk moving forward with. I see it as a win! BIBLIOGRAPHY â€Å"The cost of starting a food truck. ” Forbes. com. Web. 27, September. 2012. Investopedia. Anjail, Fluker. Orlando Commisary Forms Association for Food trucks.Orlando American City Business Journal. Web. 14, March. 2012. Myrick, Richard. The history of American Food Trucks. Mobile Cuisine magazine. Take the Cannoli Productions L. L. C. MCM 2010-2013 . Web. 2, July, 2010. Theresa, Ehrlich. ruff Customers: Demographics of Customer Demand. 2008. Web. SBCC. net Pon, Jackie. 5 Things you should know About Starting Your Own Food Truck. Pbs. org. 2013 WNET. org. Web. 15, October. 2010. Myrick, Richard. Running a Food Truck for Dummies. Dummies. com. 2013 John Wiley and Sons, Inc. Web. Wikipedia. com. Food trucks in Tampa. 14 February 2013. Web.\r\n'

'Leading Quietly by Joseph Badaracco\r'

' vex Text Joseph L. Badaracco, Jr. : Leading Quietly* rectify sullen what I’m dismissal to do forthwith is speech for a while close investigate I’ve burgeon forth upe over the last louver years and comp permited with the forgiving salmagundiation of a appropriate by that title: Leading Quietly. What I erect com manpowerce on to do initi tot exclusively(prenominal)yy was to pick up what I could crack or so lead and effective leading, if I encountered beyond, if I looked away(p) from, what I’ll call(a) the larger-than-life model. And the wondrous model is totalness that, with the briefest sketch, is familiar to all of us.\r\nWho atomic number 18 larger-than-life leadinghiphip? They be passel who change the hu earthly concern beings or instigate of the piece, they’ve got genuinely(prenominal) strong values, they be charismatic, they argon inspiring, they be volition to agree sacrifices, rough beats, in m eit her walks of life, the ultimate sacrifice, because they sacrificed their lives. I rent no intention, present today or at any stop, in tearing pop all that the bulky figures befool contri barg b atomic number 18lyed to our domain. With extinct them, our existence would be a poorer and meaner place.\r\nWith do divulge them, we wouldn’t confuse pillow reasons of courage to talk to our cods and to former(a)s round. provided the proposition I penury to endow in presence of you today is that vie net incomeg leadership, in particular leadership in organizations, particularly in the center(a) of size able-bodied, complicated business organizations, simply in m unitarytary value of molarism, is a limited and any(prenominal)magazines as yet misdirect perspective. allow me secernate a humble berth much than(prenominal) near why I rally that’s the case. I conjecture thither ar at least three lines with this marvellous view. whizz of them I call the profit issue.\r\nIf you commend al nigh the world in terms of heroes, you tend to pack in the anchor of your foreland a bigger triangle, and at the top you’ve got undischarged leaders, and at the bottom, gourmandize in your favorite covering firedidates, the skunks, bottom-dwelling slugs, T. S. Eliot’s hollow men. What roughly everybody else who is in the middle? masses who ar incomplete place saving the world c atomic number 18 slap-up heroes, saving companies, saving brands, nor are they exploiting it. They are doing their jobs, liveliness their lives, taking care of the mess around them. The venturesome model doesn’t say practically nigh them. The second riddle with the heroic model was press outed in the Burke videotape.\r\nHe express, â€Å"I neer had any trouble regularizeing the compensate way from wrong. ” And I recollect that is fundamentally rectify because thither are so to a greater extent situations , as you feel, when this is right and this is wrong, and the research laboratoryour is non to figure out what is the right affair to do, it’s to arrive yourself or former(a) hoi polloi to instill in that direction rather than this unrivaled. tho in that location are a whole manage of messy, complicated problems that I refer to as right versus right problems that do non fit the simple, heroic, dothe-right-thing model. allow me defecate you an example. * Edited for clarity copyright ? 2002 spiritmon 1 You are at home. It’s even uping.\r\n approximatelybody knocks on your door. It’s manybody who imparts for you, he’s licked with you for a number of years. He says, â€Å"I’m rightfully sorry to bother you at home, only when I’ve got more or less sincerely mythic news. ” This individual lives retri hardlyive a tally miles away. And he says, â€Å"I trea incontestabled you to be atomic number 53 of the scratc h line to realise. My wife and I induct been flavor for a home and we unfeignedly stand for we experience assemble the family unit of our dreams. It’s truly expensive, we are tone ending to book to spot virtually money out of the kids’ college funds, hardly this is unspoiled a fabulous home, and you k forthwith you are my head, and you are the better(p) boss I’ve ever had…. I’m sure umpteen of you pay had this experience. â€Å"The best boss I buttocks even gauge having. ” So you nod courteously and in the anchor of your mind you allow it on that on that point is a layoff coming and that this individual’s call is on that add up. By bargaining this house, he’s non only setting himself on the coast of financial calamity, he’s expiry to be taking a plunge over it. in a flash what do you do? You live on the layoff is coming. As a corporate officer, you have a duty of confidentiality to the c orporation. You’re not supposed to disclose the coming layoffs second base by raciness to your champions.\r\nThat’s supposed to be announced when everything is right up legally, when the HR work is dupee, at a point in succession that senior executives decide. neertheless this psyche is a hotshot. You owe this person a great deal. Surely you have an obligation, I bet, to help them out. And what if the person happens to go a be modestd bit confirm on and says, â€Å"Do you cipher I ought to do this? ” And of cable what you’re cerebration is â€Å"You’re crazy if you do this. ” And you are supposed to tell the truth, right? This is not a right versus wrong situation.\r\nYou’ve got three obligations here: to your friend, to the truth, and the duty of confidentiality to your organization. You may think this is kind of a make-up story, but in the last eight-spot or ten years or so, even when the U. S. economy was growi ng slowly in the previous(predicate) 90s and even when it was growing quickly in the fresh 90s, we had continuous layoffs. I hear quadruple or five versions of this exact story. A adept friend, what do you tell them more or less a layoff when you ordure’t tell them anything prematurely? This is what I would severalize as a messy, right versus right kind of problem.\r\nThe ut to the highest course thing wrong with the heroic view is that, at bottom, some of us most of the metre don’t necessitate to be heroes, even think it is irresponsible to act heroically. The saying is that martyrdom is a oncein-a-life measure experience. I had a student, an auditor in fact, from the Nieman program, which brings diarists here to Harvard, in my second-year elective parentage a couple of years agone. The reign overs for auditors say that you privy listen, you evoke’t participate. So we were having a discussion intimately an organization, it was a mini-Enron, i n that respect were lots of things overtaking on that shouldn’t have been divergence on.\r\nA childly guy knew what was button right of first publication ? 2002 page 2 on, he had copied near documents. The question was, what he should do? And there was a lot of enthusiasm mental synthesis up in the class for him to blow the whistle. He had a tennis pal who was a journalist with the local newspaper. And I was watching this woman posing over on the side, she was a reporter for a big peeled York City newspaper, and she was fixting in truth agitated, and you could count her intimately physically holding her consecrate down, because she knew what the rules were but she was release to separate her shoulder or something kindred that bear witnessing to relieverrain herself.\r\nSo I called on her and she utter, â€Å"Listen, what you have to examine is, if you are going to propose blowing the whistle, is that whistleblowers alship bungholeal engage screwed. â₠¬Â That may be an overgeneralization, but life is really tough, at least in this country, for mess who blow the whistle. And that’s the bailiwickedness she pauperismed to send. So you have the problem of the pyramid that leaves most of us out. You’ve got these messy problems that don’t fit into the right versus wrong format, and you’ve got the fact that most of us want to live to action some other battle.\r\nWe’ve got complicated obligations in life, very few tidy sum realistically, pragmatically, are going to roll everything up into one big ball and sacrifice it, oft ages no look how great and how urgent they think the problem is. We faculty do that for somebody close to us, but would we do it for our organizations? I don’t do. So what I want to do is march on you for a tiny while this later onwardswardsnoon to think beyond this model, and it’s a very, very powerful model. You’ve got the great figures of histo ry that we’ve turn arounded approximately since we were kids in school. both walk of life has its heroes.\r\nEvery business and diligence has its heroes…I don’t know how many some other(prenominal) an(prenominal) of you have chew the fatn the latest Economist, the title is â€Å"Fallen Idols: The perturbation of Celebrity CEOs. ” This looks standardised one of those statues in tocopherol Germany or in Eastern Europe after the breakup of the Soviet Union, down on the keystoneground signal smashed. The smiling face here is Jack Welch. So we have the celebrity CEOs. Turn on the TV, go to a movie, go jut Spiderman, it’s a relentless provender coitus us that the stack we really ought to admire and emulate are the sept who do great things, whether it’s fighting the mafia, or space aliensâ€pick your own favorite.\r\nI think in fact that this heroic view is almostâ€I’m going out on a limb here because I’m hardly a scientistâ€almost genetically etch in us. A long time ago when somebody in a crowd said, â€Å"We’d fracture go this way because the saber-toothed tigers are going that way,” the folk music who responded and followed these leaders away from the sabre-toothed tigers are the ones who survived, and the ones sitting over there saying, â€Å"Well, I’ll think it over, we’ll see,” are the ones who got consumed for lunch. That’s one view. My careen is that it is not the only view. In fact, I want to go a for run lowful bit pull back along because the conclusion of the lease I did,\r\nCopyright ? 2002 rogue 3 and I should tell you a little bit practiced close the study…What I fundamentally did was gather a lot of case studies, in the end well-nigh 150, of pack who were typically in the middle of an organization, had a messy, complicated problem, had a of import degree of self-inte tranquillity, prudent self-preservation, b ut similarly valued to do the right thing for their organizations and for themselves, and I looked at how they resolved their problems. And I did it pretty consistently. I identify them in three categories: throng who looked manage they were successes, they did the right thing for themselves and their organizations.\r\nPeople who failed, and they often said, â€Å"I failed,” explained why, and said what they would do differently the next time. And thus the unsporting cases. And I essay to go through systematically and see what separated the success stories from the others. And what I want to put in front of you are some basic conclusions rough how these pot think, how they behave, what they did. And I’ll hold up you some examples and, in fact, I’ll even bed back to the little anecdote well-nigh the â€Å"house of my dreams,” and tell you a little bit about how you might approach that in this reticent leadership vein.\r\n but the big conclusi on I came to is that we really need to look away from the figures on the pedestal, from time to time, maybe quite often, so we can see it’s the daily, unglamorous, in-the-trenches softly leadership that so often is what moves and changes things in organizations. And I believe to encourage you to think a little bit about the state who work for you, the heap you work with, to see if some of them don’t fit this model of softened leadership that I’m describing.\r\nSee if there’s something you can learn from them, and see if, when they work for you, there are ways you can encourage them, support them, help hold them up as examples for slew in your organization. As you’ll see, quiet leadership can be lonely work. It’s out of the spotlight, it’s often un retorted, sometimes it is even unnoticed, it’s done by people who are doing something right for themselves, right for the organization, but often there is no one standing by to give them a medal. Now I did a 150 cases, I’m a professor here at Harvard, but neither of these are reasons you should give way guardianship to the ideas I’m putting in front of you.\r\nlet me give you a more respectable and more historically significant way of thinking about this…. This is a quote from Albert Schweitzer. I imagine most of you know who he is. He was born(p) at the end of the 1800s in Germany. He was an amazingly talented young man. He could have had a career as a theologian. Not just sort of a technical theologian; he was a chummyly religious Christian. He was also a magnificently talented musician. So, he could have had a nice life in Germany avocation either of those pursuits. Copyright ? 2002 foliate 4 He decided instead to become a medical checkup missional. He worked in Africa.\r\nHe won the Nobel plundering in 1952. Took the money, worn-out(a) it expanding his hospital down there, and stayed in Africa workings as a medical mis sionary until the point when he died. This is what he says. And I think this is a infrequent statement: â€Å"Of all the provide toward the ideal, all of our highest aspirations, only a small part of it can manifest itself in public action. all the rest of this force must be content with”†notice that phraseâ€â€small and obscure deeds. The sum of these, however, is”†notice again how strongly he puts thisâ€â€a thousand times stronger than the acts of those who receive wide public recognition. These folk who pay the recognition compared to the former are â€Å"like the foam on the waves of a deep ocean. ” This is someone who is a heroic leader, by so many standards, basically saying, don’t pay a lot of attention to people like himself. Look elsewhereâ€look at the people engaged in these small and obscure deeds. So, what I’d like to do now is guide the remaining time, maybe fifty minutes or so, telling you a little bi t about these quiet leaders: What I looked at, what I learned, how they think, and what they do. I summarize this in the form of seven lessons.\r\nlet me say a little bit about each one of these. The first thing about these people is they don’t kid themselves. What they don’t kid themselves about is how much they know, how much of what goes on around them they can control, how far they can see down the road. This is true even when people had titles like CEO, like general manager, like plant manager. They had a sense of the fragility, the unsealedty, the tentativeness of almost everything. Now, of course, for Americans, and the Americans in this room, you know we had our profit bubble blow up and then collapse.\r\nAnd for so many people in the world after September 11th, maybe these reminders of the fragility of things are not as necessary as they were a few years ago, at least in this country, when it looked like we had sort of a lock on everything. Machiavelli says s omewhere in The Prince that â€Å"fortune is basically the like of a great powerful river. ” And what human beings are doing is pass oning little structures on the side of the river. And he says, of all the things that happen, about half(a) of it is under our control. The rest is the plaything of this great force, this river he talks about.\r\nYou communicate all the precautions you can. You build the dykes. â€Å"But, at the end of the day,” he says, â€Å"it’s only 50/50. About half of this is out of your hands. ” Copyright ? 2002 rapscallion 5 These folks I looked at had sort of a unending view that they were likely to be surprised. That the future, whatever it might hold, was made up of multiple alternative scenarios. The future, no matter how hard and smart their efforts were, could easily come up from shtup and sort of bite them in the posterior. They were also political realists about their organizations. They didn’t kid themselves ab out other people’s motives.\r\nThey knew that in any organization, there are some people who are basically in it for themselves. They also didn’t kid themselves about the fact that most organizations are organized like pyramidsâ€a lot of the goodies go to the people at the top, and lots of smart, ambitious people are trying to scram hold of those goodies. They discharge that organizations tend to be organized on the tail end of insiders and outsiders. Insiders tend to take care of themselves; lots of outsiders are trying to agitate in. In other intelligence informations, I’m not talk of the town about saints, kindly workers, would-be martyrs, folks who are holier than thou.\r\nIn fact, I’m lecture about peopleâ€and I’ll spend a little more time on this in a jiffyâ€who are quite eager to get higher pay, promotions, and wee their way up to the top of the gr favourable pole. They did not kid themselves about how the world worked. Bu t, there’s one other element that I want to add to this basic idea of, â€Å"don’t kid yourself. ” These folks were not cynics. When I deferred payment things like the politics, the competition that takes place in any organization, it’s easy for you to think when I say, â€Å" take in’t kid yourself,” that I’m talking about the sort of Machiavellian maxim, â€Å"Do unto others in advance they do unto you. That’s not what I’m talking about. And that’s not the way these people persuasion. They were realists. They have a bun in the ovened to be surprised. And they were just as likely, they thought, to be surprised by good things as by bad things. In other words, pessimistic, dark-tinted glasses are just as distorting as naive, pink-tinted glasses. These folks tried to see the world for what it was. They recognized that people do things for all sorts of reasons. People who you don’t expectâ€who are almo st at the bottom of the list of people to show up when times get tough and there were things in organizations that really unavoidable doing†sometimes surprised them.\r\nThe second basic property I plunge, I summarize this way…these people arroganceed their motives, even when their motives were fuse. Let me explain that a little bit. The heroic view tends to say that great leaders are motivated by altruism, by idealism, by the highest and most noble instincts you can imagine. By the way, that’s what keys it so easy for biographers†and this has been fashionable for about xx or thirty years nowâ€to write biographies of great leaders in which they point out that they were actually motivated by human, even low, motives: ambition,\r\nCopyright ? 2002 scallywag 6 pride. And often did some things that even these leaders themselves are hardly high of. But that’s only because we have a kind of false conception of what it really is that catch up withs human beings tick. As I said a moment ago, the quiet leaders that I looked at, that I talked with, that I thought about, they liked bigger paychecks rather than small paychecks. They preferred to have more people describe to them than fewer. They wanted to have long, successful careers in their organizations or, if that didn’t work out, in other organizations.\r\nAnd when they found themselves in one of these messy, complicated problems, one of the things they thought about, and thought a lot about, was their own careers and their own reputation. â€Å"If I am not for myself, who forget be for me? ” You can get stranded alone out there. Who is going to take care of you? â€Å"If I am only for myself, purely, unalloyedly self-interested, what am I? ” This is what I mean by mixed motives. And I want to go a little further than this to say why these mixed motives are so fundamental. Let me give you an example of a senior merchandise rep.\r\nThis is somebody w ho is a little surprising because he had lots of opportunities to move into management but never took them. He really loved sales. He worked for a big American pharmaceutical companionship, and it had a terrific harvest-home for a fairly common form of mental illness. I don’t want to point fingers at any particular company. It turned out that this product had a second use, one that the Food and drug Administration had not approved. It worked really well for losing weight. And some doctors were actually prescribing it for people who needed diets, not interposition from depression.\r\nAnd the company caught on to this, and it organized an unwritten, undocumented marketing campaign to encourage more of its reps to get out there and sell the product for this unregulated, unapproved use. This guy, whom I go forth call Elliott Cortez, wanted to get ahead, like most of the people I looked at. He went along with the program. So, he’d meet with doctors. He’d describ e to them that it could be employ for diet. He’d cloy prescriptions. But, for some reason, I don’t know what it was, he began after time to get a little uncomfortable about this. Then a little more uncomfortable about it.\r\nAnd in conclusion what did he do? He decided he was going to stop doing this. And he went around to the doctors to whom he’d been pushing or promoting his product for diet objectives, told them he was going to stop doing that, and explained why. He told a couple of other sales reps he was going to do the similar thing. And he told his boss. Copyright ? 2002 Page 7 I don’t know what the initial trigger was that got him to do this stuff. But I later asked him why, once he was alerted to the problem, he went and did all of this. And he said, â€Å"Well, to be honest, there were really devil things.\r\nI came to constitute, first of all, that some people could get cat with the misuse of this product. And I realized secondly, add icted the scale of the campaign that this company was waging, unapproved and unregulated, that the company could get in a whole lot of trouble. And who was going to get the bull’s-eye painted on them? When the time came, it would be the reps and the marketing execs who were out promoting this unapproved product. And I did not want to get hung out to dry. ” Now, what do you make of this story? It’s kind of an interesting one to talk about. Is this heroic leadership? Not by any standard.\r\nThis guy was very careful. What motivated him? He didn’t want people to get sick as a result of what he was doing. But he also didn’t want to get himself in trouble. His motives were quite mixed. You might ask yourself, wouldn’t it have been better if he had blown the whistle, if he had dropped a dime, called the FDA, photographed some papers and sent them off? Who was going to win that uneven competition in the midst of a giant pharmaceutical company and a lonely rep? It’s a no-brainer. The company would have won. So he made the commonsensical decision not to blow himself up in place. But, he did something.\r\nHe didn’t do everything; he did something. Within the little sphere where he middling could have some influence, and maybe set an exampleâ€the doctors, a few other sales reps and his bossâ€he explained to them what he was doing and why he was doing it. What if his motives had been purer? What if he didn’t have the selfpreservation instinct? I would cope he would not have done so well. A lot of cases of quiet leadership that I looked at are much more like distance runs than glamorous 50-yard, 100-yard sprints in front of a cheering crowd. And what often matters is not the purity of your motives, but the strength of your motives.\r\nYou’ve got to have some skin in the game. And part of the reason he went around and did what he could is because he did not want to end up in court, in the press, on TV, in the showcase things came down on his company. His motives were mixed. And my argument is that he was plausibly much more effective as a result of that. at that place’s so many fascinating studies coming out now, the folks who do mind/body research. And what many of these studies tend to arrest is that our minds do far more processing and analyzing of existence preconsciously, unconsciously, than anybody ever realized.\r\nAnd often this analysis, this analytical work that’s done by these deep levels of our mind, doesn’t express itself in rational linear thinking. It expresses itself in feelings, in hesitation. If you’re facing one of these messy Copyright ? 2002 Page 8 problems, don’t think you’ve got to be General Patton or some other charge-the-hill hero. If something inside you is saying â€Å"slow down, slow down,” trust those mixed motives. That’s the second trait that I found among these people. The third th ing these folks did was buy time. sometimes they begged, sometimes they borrowed.\r\nI’ll come to this in a moment. sometimes they played games. They stole a little time. They did exactly the reverse of what so many American managers were told to do just a couple of years ago. Remember the mantra about Internet time? And instead of this sort of old-fashioned misrepresent, aim, fire, the new mantra was fire, ready, aim. Because the world was moving so fast. Now, in retrospect, you can see that for the monstrously bad advice it was. Hundreds of billions of dollars were thrown away by folks trying to seize opportunities on Internet time.\r\nThe only thing that actually travel on Internet time was the Internet bubble itself, which rose wine and collapsed pretty much on the Internet time schedule. That said, the folks who were telling us that things were different were right about something else. Because they frequently reminded us that the world was get to be a more complicate d place. subscriber line was becoming globally deregulated; you know all the rest of that sort of story. why they went on to say that as the world got more complicated, you ought to make decisions faster and faster, I don’t know. But, they were right about the ever-growing complexity of situations that people faced.\r\nTaking their advice, however, doing things on Internet time, basically made them a candidate for an plunder that medical schools give out occasionally. It’s the SSW award. It stands for â€Å"swift, sure, and wrong. ” The quiet leaders I looked at found ways to take time to get decisions right. They didn’t make their decisions on the basis of external pressures. They made their decisions when they were ready to make the decisions. Now, that may sound to you like a kind of naive, academic, ivory tower piece of advice, because all of you have about twenty-eight times more things to do than you’ve got time to do them.\r\nAnd typicall y, the In basket is a lot bigger than the Out basket. And I understand that. But, when you get one of these messy, complicated sorts of problems, you have a sense that it’s got ramifications, ripple cause leading throughout the organization, you’ve got to find the time. And you’ve got to take the time to get things right. There was a fascinating article, an reference about six weeks ago in the New York Times with Joseph Murray, a now-retired surgeon who Copyright ? 2002 Page 9 lives in a suburb of Boston. He was a pioneer in kidney transplantation.\r\nAnd he used to have a slogan up in his operating room, and the slogan said, â€Å"If the operation is difficult, you’re not doing it right. ” And what he meant by that was, before you do something, curiously something pioneering, like taking a kidney out of one person and putting it into another(prenominal), you better make sure you’ve imagined all the steps and all the possible scenarios. And what does that take? That takes time. Quiet leaders find ways to get the time they need. Quiet leaders also learn some lessons from investment bankers and venture swellists.\r\nThey invest wisely. Now, let me tell you a little bit about what I mean by â€Å"invest wisely. ” Sometimes professors here give their students a little bit of advice at the end of the course, which is that what they ought to do is get themselves some â€Å"go to hell” money. This is money you keep in fairly liquid form in the essence that you just can’t take it any longer wherever you’re working. Then you don’t have to keep that job. You can get another job, but you’ve got a cushion. It makes perfect sense. That’s not exactly the kind of thing I’m talking about here.\r\nI’m talking about investing something that is far more valuable to careers and far less tangible, much more knotty than just money. I’m talking about political capi tal, a composite of two things. It’s your actual track record, and it’s your reputation: what people, especially influential people in an organization, think about your track record. So, it’s those two things. The quiet leaders I looked at, I’m only exaggerating a little bit, when they came upon these sort of messy problems, they thought about them like venture capitalists. They asked themselves, â€Å"How much political capital do I have? How much am I going to put at happen?\r\nWhat kind of returns am I going to get? And when am I going to get those returns? ” In an ideal world, they looked for ways to handle these problems, even if there was some initial investment or a risk of their political capital. In the end they got back out even more than they put in. As I said, they weren’t looking to be martyrs or saints. Like venture capitalists, they often invested their political capital, and I’ll say more about this in a moment, in in crements. They took small steps. They nudged a little bit. They escalated stepwise to get a feel for what was going on, to learn a little bit more.\r\nIf things looked bad, they’d back off and they’d move in another direction. If things looked good, they would invest a little bit more. They were very pragmatic people. They were looking for what was attainable. They were sort of following, without ever having hear it, this French maxim, which is Copyright ? 2002 Page 10 â€Å"the better is the enemy of the good. ” Try to find something in this complicated, shifting, uncertain world that will work. Now, keep in mind what I said earlier, that they cared about getting these things right, and they were glum people.\r\nSo, when they looked for ways to invest capital, they weren’t looking for your savings bond investment where you put in some money and you get an absolute guarantee of four or five percent. They were willing to take some risks, willing to shake the tree a little bit, willing to use some imagination, but they were touch on about the art of the feasible, the art of the practical. And they picked their battles. There were some cases where they said with regret, â€Å"Something was going on over here, and I just didn’t want to get involved. I don’t think I could get involved. If I had gotten involved, I would not have been able to make a difference.\r\nAnd so with regrets, I moved on. ” Now that is not the heroic charge-the-hill, all purpose do-gooder approach to getting things done in organizations. But many of these people felt†and you can judge for yourself whether you think they were thinking soundly or notâ€that they had to pick their battles because they wanted to live to fight another day. And they wanted to move up in their organizations where they would have even more influence. There’s a wonderful statement of Machiavelli’s: â€Å"A man who has no position in association cannot even get a dog to pare at him. ” That means you’re invisible. â€Å"A man who has no position in society. If you want to make a difference, you’ve got to be a player at the table. And not just once, but several times, again and again and again over a career, and at smaller and smaller tables. And that’s what these folks were thinking. A limited amount of political capitalâ€they wanted to build it. They invested it carefully, with some imagination, with some care, but they invested it carefully. The 5th thing I found was thisâ€which may not be intuitively obvious to all of you. Let me give you a little bit of background, a little bit of Harvard University lore. In the mid-1800s there was an ichthyologist named Louis Agassiz.\r\nIchthyologists study fish. And he got to be a very important person, not just in his field, but nationally. Why? Well, in the mid-1800s Darwin and people who looked at fish fossils purportedly had something to say a bout whether God did it, or whether it was the develop of an evolutionary process. He was also a brilliant researcher and scholar. And so for a variety of reasons his lab attracted the best and brightest. The tale has been told many times. When graduate students came to work at his lab the first day and he’d say, â€Å"It’s really great to have you here. Here’s what I want you to do. ” He gave them a little tray.\r\nAnd the tray would have on it an average fish. He’d say, â€Å"I want you to go and look at this fish Copyright ? 2002 Page 11 and then come back in a little while and tell me what you see about the fish. ” So, they’d go off. And when would they come back? A half hour, an hour, and knock on the door. And kind of eager, they’d have some things to report. He said, â€Å"No, I want you to go and look at the fish. ” So, they’d come back at lunchtime. â€Å"Go back and look at the fish. ” At the en d of the day, same routine. Even at the end of the week. And they had ice in those days, but these fish were probably getting a little funky.\r\nIt was only after two or three weeks that Agassiz would say, â€Å" induce in and tell me about the fish. ” What he was trying to inculcate in them is the tog of discipline: focused, consistent, penetrating powers of observation. Looking and looking and looking and looking. As you move into more and more complicated general management situations, there are just more layers there. There’s more to see. There’s more to understand: There’s more to understand technically, there’s more to understand politically, there’s more to understand financially. And if you’ve got general management responsibility, you’ve got to bring that together.\r\nThese folks that I looked at bought time. And in the process of investing carefully, they spent lots of time living with, sleeping with, and sweating o ver their problems. They really worked and worked their problems. And it was often only at the end of this effort to drill down that they had the yeasty breakthroughs that were critical. Let me give you a list of name here: Darwin Smith, George Cain, Alan Wurtzel. Am I ringing any bells? Colman Mockler? It’s interesting, there’s a discussion that I suspect that many of you have heard of, and maybe a number of you have read, called safe(p) to Great by Jim collins.\r\nHe did a big statistical sample and found about twenty companies that had been doing terribly for xv years and then, for the subsequent fifteen years, outperformed the market by a factor of three. And he went in and studied their executives to try to find out what happened, how these companies were turned around. Darwin Smith was at Kimberly-Clark, Colman Mockler was at Gillette, George Cain was at Abbott Labs, and Alan Wurtzel was at Circuit City. All companies you’ve heard of, all companies th at have had spectacular long runs after these turnarounds.\r\ncollins notes about these people that they spent their whole careers in their industries, if not in their companies. Talk about oil production down, looking at your fish. They knew these businesses from the bottom up, from the inside out. And Collins’s conclusion, not mine, was that this intimate sort of experience was what enabled them to accomplish all of what they did. I heard a talk by somebody who was getting an award for outstanding leadership a couple of months ago. He used an interesting phrase. He Copyright ? 2002 Page 12 said, â€Å"I didn’t really realize I was a leader. He said, â€Å"I was working too hard to lead. ” A lot of the heroic stuff that you hear about sounds kind of glamorous. The means of this drill down stuff is, look at your fish: It can be pretty tough. Come back to that little example I gave you at the beginning. This long-term co-worker and friend comes to you saying, â€Å"I found the house of my dreams,” what are you going to do? The easy way out of that situation is, don’t look for wiggle room, stick to the rules. And remember, we had three rules you could apply. You had the rule of the duty of confidentiality. And so what do you say to your friend? â€Å"Great.\r\nThat’s fabulous, congratulations. I wish you and your family the best. ” And you try to bed cover a smile on your face that doesn’t look too fake, because you know you’re share to send him over the precipice. Or, you say, simple rule, tell the truth. So you blurt out the truth. And you swear this person to confidence, of course. And you hope that the old piece of advice that says, â€Å"Best friends only tell their own best friends” doesn’t come into play. And you harbor’t violated confidentiality, and you’re not going to get in trouble for it. OK? Or you say, â€Å"This is my friend. Friends have to help fri ends.\r\nThere’s going to be a layoff and your name is on it. ” I would argue that in a case like that, following the rules is hardly leadership, barely ethical. You’ve got to find a way to have a little bit of wiggle room. Following the rules in a world full of rules, and oft-conflicting rules, can be a copout. The last(a) little piece of advice here is to create compromises. The quiet leaders I looked at were really good at compromising. That’s probably not leadershipâ€that’s what politicians do. You know, that’s what you do when you go to a car dealer. And you say, â€Å"This is a piece of junk. I’ll give you $10,000 dollars. The car dealer says, â€Å"It’s appraised $20,000 dollars. ” You agree on $15,000. That’s a capitalist act amidst consenting adults. That doesn’t sound like it has anything to do with leadership, morality, what’s good for an organization. And that’s right. Althoug h I have to say that, in some of these cases, these folks who were really committed to doing what was best for their organization and for themselves realized that after digging down, after trying to be creative, after thinking like venture capitalists a little bit, they could go so far and go no further, and they compromised.\r\nThere’s this Country Western poesy that says, â€Å"sometimes you’re the windshield, sometimes you’re the bug. ” Sometimes you’re the bug: you stop. But the important word there is the word â€Å"create,” not the word â€Å"compromise. ” Because what the best people did was find a way to rethink, to reconfigure a situation, so it didn’t look like zero-sum, I Copyright ? 2002 Page 13 win/you lose. So, there was another way of thinking about the whole thing so that they could go forward. I want to give you an example that’s not a quiet leadership example. It’s a heroic leadership example.\r \nAnd it involves Abraham Lincoln, who was not simply an American hero, but in many ways is in the pantheon of world heroes. In 1858 Lincoln was running for senator, and he would have the same problem when he ran for president. The great problem in America at that time was, should we have thralldom in the northwest Territories? Should the territories be free, or should they have slaves? And Lincoln did not want to take a stand on that issue. In his heart, most people believe, at the time he remote slavery. But he was an ambitious politician.\r\nHis best friend said about Lincoln after died that he had a little engine of ambition that would never stop ticking. So, what would Lincoln do? What could he do? If he said he opposed slavery in the Northwest Territories, all the pick outs in the conspiracy would be lost to him in his running for president. If he supported slavery, he would lose the abolitionist vote in the North. Lincoln came up with the following answer. He said, †Å"I oppose slavery in the Northwest Territories because it is unfair. Who is it unfair to? It is unfair to free white men who may want to migrate to the Northwest Territories to build careers.\r\nWhy is it unfair to them? Because slavery is unfair economic competition. And free white men (i. e. , the voters I’m seeking) should not have to face that kind of competition. ” Now, if we had more time, we could discuss this at some length. I will say, quite plainly though, that had Lincoln not come up with this tactic, which was described as one of the most brilliant pieces of political strategy or propaganda in American history, he would be an obscure, unknown Illinois politician. He could not have been elected otherwise. The Civil warfare might have turned out differently. What was one country might have been two.\r\nYou can hypothesise about when or whether the Emancipation Proclamation would have been issued. What Lincoln did was take what looked like a win/lose, either /or situation and recast it. Let me come back and close off by talking about the â€Å"home of my dreams” case. My hunch is that the long majority of you in that situation would do something like the following. And this is what the people I’ve run into have actually done. It looks like you’re on the hook. Either you say congratulations or else you say, â€Å"Look, I’ve got to warn you. ” Copyright ? 2002 Page 14 In one case I asked somebody point blank, â€Å"What did you do? And he said, â€Å"What I did, I don’t know if it’s the right thing or not, but I said, ‘Look, there are a lot of layoffs now in some of our competing firms, and I wouldn’t be surprised if we had some here. Are you really sure you want to get that far out on a limb? ’” Now, is that heroism? Of course not. Is it leadership? Well, you’re trying to make a difference in this person’s life. You’re not trying to make th e decision for him, and you can’t make the decision for him by telling him what’s going to happen. You’re trying to get him to think a little bit. And often that’s what quiet leaders do.\r\nInstead of telling people the answer, they find ways to get other people to think a little bit. It’s creative. It’s a way of finding a little wiggle room. You’re not the hero who’s saving this person, this family. You’re not the corporate hero maintaining the duty of confidentiality. You can judge for yourself. But I take it as a way of imaginatively and quickly, on the spot, recasting the situation. Let me summarize just very briefly. I don’t think quiet leadership is the only way. There’s lots of situations where what needs to be done is clear. And you’ve got to get it done, or you get it done through other people.\r\nAnd I don’t mean to bear away for a moment from the great heroes who have made the worl d a much better place. But I am saying that we need a broader view, and I’m encouraging you to look in your organizations for people who don’t make noise, who you may not have noticed, who tend to operate quietly, behind the scenes, without asking a lot for themselves, but who are the kind of unseen cogs and gears that keep people going. People who, when they face, not a big problem that everybody gets randy about, but an everyday problem, bring to it a little extra effort, a little more care, a little more imagination, a little more analysis.\r\nThese little brush strokes cumulatively make things a much better place. I’m suggesting you look for them, try to learn from them, and even try to reward them. One quiet leader used a phrase that actually ended up as the cover art in my book; you see those footprints over there on the side. He said what quiet leaders try to do is they try to leave a trace on the beach. And I really like that phrase, because it captures a degree of modesty. We’re not trying to change the world. It captures a degree of realism.\r\nThe waves and the wind will come and wash away stuff on the beach. But despite that, these folks are determined. They’re tenacious. They look for ways to get the things done that need to be done. So they are willing to leave traces on the beach, even though these are only traces. Put differently, they care about small things. And that’s the final thing I want to say, both about quiet leaders and, as kind of a caution or asterisk about great leaders and the heroic approach: that it tends to distort your view.\r\nCopyright ? 2002 Page 15 The last thing I want to put up is a quote from a remarkable but little known American named Bruce Barton. He started a big advertising firm. He ran for Congress. He was a very successful writer at the end of his life on religious subjects. And this is what he said: â€Å"Sometimes when I consider what dreadful consequences come from little things, a chance word, a tap on the shoulder, or a centime dropped at a newsstand, I am tempted to think that there are no little things. That, I think, is almost the diametrically opposite view of the folks who say, â€Å"Look on the pedestal. Look at the shaping moments. Look at the catalytic events. Look at the big folks in history. ” It’s pretty easy, I think, to miss the wisdom that lies behind this view. So, learn from leaders. Use them as models. Use the great leaders to discipline yourself, to teach people in organizations, to teach your kids. But, don’t forget the quiet leaders, they matter too. Thank you very much. Copyright ? 2002 Page 16\r\n'