Farm for Your Customers: Precisely Identify Value

8/20/2019 Farm for Your Customers: Precisely Identify Value

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NDOPRJV 6

Iorh icr \cur Nustchjrs=Prjnlsjgy Lbjktliy Yoguj

Lk 6002 \uml \cacyo, ok jkelkjjr icr Rcycto, wos osslekjb tdj tosa ci

rjbjsleklke tdj ^ljkko hlklvok icr Kcrtd Ohjrlnok nustchjrs. Dj

oerjjb tc tdj tosa wltd ckj nckbltlck= tdot dj fj oggcwjb tc brlvj o hlk-

lvok lk ogg ity stotjs, lk ogg tdlrtjjk prcvlknjs okb tjrrltcrljs lk Nokobo, okb

lk ogg ports ci Hjxlnc.

Rdj rjsugt3 \cacyo kctlnjb tdot pjcpgj brcvj gckejr blstoknjs lk Kcrtd

Ohjrlno tdok tdjy blb lk Mopok, sc tdjy ect tdlrsty okb dukery ck tdjlr brlvjs.

Rcycto“s kjw ^ljkko ijoturjb icurtjjk nup okb fcttgj dcgbjrs okb o stlp-up

troy (fle jkcued tc sjt o dohfurejr okb irljs) onnjsslfgj fy tdj brlvjr. Djkctlnjb lk ôkto Ij, Kjw Hjxlnc, tdot lt wos blnugt tc turk ncrkjrs ck tdj

korrcw strjjts, sc lk tdj kjw ̂ ljkko tdj turklke roblus wos tledtjkjb fy > ijjt.

Okctdjr bjvjgcphjkt wos o gorejr lktjrlcr, ncknjlvjb ci wdjk Oaldlac

ôltc, lk ndorej ci V&B icr Rcycto, wjkt ck o rjsjornd trlp tc o Dchj Bjpct

lk Okk Orfcr, Hlndleok. ôltc blbk“t ec lktc tdj stcrj. Dj stccb lk tdj pora-

lke gct. Dj wotndjb nustchjrs ejt lk okb cut ci tdjlr nors okb gcob up ck

guhfjr, tccgs, okb ctdjr ltjhs tc ijjb tdj Ohjrlnok bc-lt-ycursjgi cfsjsslck.

Dj opprcvjb tdj ^ljkko“s gorejr lktjrlcr cknj dj sow nustchjrs irustrotjb

fjnousj tdjy ncugbk“t t 2 Õ 4 sdjjts ci pgywccb lktc tdjlr hlklvoks.Rdj Rcycto soeo ls iugg ci stcrljs ci tdls scrt= jkelkjjrs okb hokoejrs

wcralke osslbucusgy tc prjnlsjgy lbjktliy nustchjr voguj.

Hoky fuslkjssjs toaj o egoknj ot tdjlr nustchjrs okb eujss wdot tdjy

wokt. Cr tdjy rjgy ck eut ijjglkes ofcut wdot tdj horajtpgonj wlgg suppcrt. Fut

wdot nustchjrs rjoggy wokt ls usuoggy kct cfvlcus. Lt“s o hystjry tc fj scgvjb.

Lk tdj iccb fuslkjss, icr lkstoknj, nustchjrs citjk wck“t prcvlbj stroledt

okswjrs fjnousj tdjy ijor cffjksj. Rdjy ajjp tdjlr rjog ijjglkes dlbbjk.


2/14

Rdj Gjok Iorh

>2

Ultd Cur Cwk Jyjs

Udjk Frjkkjhok osajb us wdjrj wj scgb cur iccb, wj okswjrjb qulnagy=

ot o iorhjrs“ horajt, tdrcued cur iorh-fosjb N^O, okb tc sjvjrog wdcgjsogj

fuyjrs‒rjstourokts okb o ercnjry stcrj. Fut wdjk dj osajb us wdot jxontgy

tdcsj nustchjrs, cur nchhuklty ci jotjrs, vogujb, wj strueegjb o flt hcrj

tc okswjr. Uj akjw ogg ci cur nustchjrs woktjb irjsd iccb. Fut fjyckb

tdot3 Lk tdj hcktds tdot icggcwjb, wj sjt cut tc okswjr tdot qujstlck.

Iccb nugturj lk tdls ncuktry ls pcgltj= wj tjgg cur dcsts, wdjtdjr lk

dchjs cr lk rjstourokts, tdot wj glajb jvjrytdlke, jvjk li wj forjgy ect lt

bcwk. Jvjryckj wokts iorh-irjsd iccb, fut ijw orj wlgglke tc tjgg iorhjrs

wdot tdjy rjoggy tdcuedt ofcut tdjlr iccb.

Gjok fuslkjssjs bck“t rjgy ck dukndjs. Ot Rcycto, jkelkjjrs orjk“t

eujsslke. Rdjy“rj bclke hcrj tdok rjoblke horajt rjpcrts okb stubylke

ncksuhjr boto. Rdjy orj ejttlke tc akcw tdj prjnlsj doflts okb kjjbs ci

tdjlr nustchjrs okb tdjk bjsleklke tdjlr prcbunts‒okb tdjlr iontcrljs okb

wcra stcw‒fosjb jxontgy ck wdot tdjlr nustchjrs voguj.

Rdj prlknlpgj ci ejkndl ejkfutsu, cr ‗ec okb sjj icr ycursjgi tc eolk

ukbjrstokblke,‘ gljs ot tdj djort ci gjok. Ejkndl ejkfutsu soys tdot tdj fjst

woy tc bjjpgy ukbjrstokb o sltuotlck ls tdrcued pjrsckog cfsjrvotlck.

Rdjrj ls kc sdcrtnut tc cfsjrvlke ontuog nustchjr doflts os o woy tc lbjktliyvoguj. ^jj icr ycursjgi wdot ycur nustchjrs orj nccalke okb jotlke okb

wdot tdjy orj posslke fy cr tdrcwlke cut.

Prjnlsj lbjktlnotlck ci voguj ls njktrog tc o gjok jktjrprlsj fjnousj li

ycu bck“t akcw wdot ycur nustchjrs voguj, ycu wck“t akcw wdlnd ci

ycur ontlvltljs orj nrjotlke tdot voguj okb wdlnd orj ncktrlfutlke tc wostj.

O gjok iorhjr kjjbs o ngjor ukbjrstokblke ci fctd. Li ycu orj wrcke ofcut

wdot ycur nustchjrs wokt, tdj rjsugt ls ogwoys wostj. \cu wck“t fj ofgj

tc rjtolk nustchjrs okb wlgg wostj tlhj jvjry yjor rjnrultlke kjw ckjs.

\cur iorh wlgg fj rlij wltd cvjrprcbuntlck wostj fjnousj ycu erjw crrolsjb iccb kcfcby woktjb. Lk ncktrost, tdj hcrj prjnlsj ycu orj lk lbjk-

tliylke voguj, tdj hcrj nustchjrs ycu wlgg dovj okb tdj hcrj gcyog tdcsj

nustchjrs wlgg fj.

Os scck os ycu kb cut wdot nustchjrs trugy voguj, tdls lkicrhotlck

sdcugb eulbj jvjry bjnlslck ycu hoaj. Bck“t gj tdj lkicrhotlck owoy. Zsj

lt tc stjjr ycur prcbuntlck okb jkont ndokejs, cr wdot Uchona okb Mckjs

nogg ‗troksicrhlke ontlcks,‘ ck ycur prcbunt okb lk ycur iorhlke‒okb tdj

scckjr tdj fjttjr. Rdls bjhokb-rjspcksj gccp ls tdj jssjknj ci voguj nrj-

otlck okb tdj ajy tc iorhlke wjgg icr fctd ycu okb ycur nustchjrs.


3/14

Iorh icr \cur Nustchjrs= Prjnlsjgy Lbjktliy Yoguj

>:

Lk Mopok, Rcycto utlglzjs lts sogjs nrjw, wdlnd rjnjlvjs tdj sohj fosln

trolklke os ogg ctdjr wcrajrs, kct must ck tdj nor gct fut lk tdj bjslek gof os

wjgg. Lk tdj Zkltjb ̂ totjs, o nor sogjspjrsck okb ok outchcflgj jkelkjjr orj

ot cppcsltj jkbs ci o tlhjglkj‒jkelkjjrs bjvjgcp ncknjpts, glkj wcrajrs

turk ncknjpts lktc rjog nors, okb sogjspjcpgj pusd tdj nors cktc tdj pufgln.

Rcycto ngcsjb tdj gccp. Nor sjggjrs sjj fuyjrs jvjry boy. Rdjy wotnd tdjh

tjst-brlvj nors1 tdjy toga tc tdjh okb scoa lk vcguhjs ci lkicrhotlck= wdot

ncgcrs tdjy glaj, dcw scit tdjy wokt tdjlr sjots, wdjrj tdjy wokt tdjlr nup

dcgbjrs, cr dcw klnj lt wcugb fj li tdjrj wjrj o pgonj tc stcrj sukegossjs.Rcycto sjkbs tdjlr nor sjggjrs tc tdjlr bjslek gofs fjnousj sjggjrs akcw hcrj

ofcut nustchjrs tdok okyckj jgsj. ^jgglke fjnchjs ok lktjerog stjp lk

prcbunt bjvjgcphjkt.

Udot li wj oppgljb tdj sohj gceln ck cur iorh3 Uj stortjb tc sjj cur

tlhj blrjnt-sjgglke ot cur iorhjrs“ horajt os tlhj tc bjvjgcp kjw lbjos, kct

must sjgg iccb. Li o nustchjr tjggs hj sdj usjb cur pctotcjs lk o iohlgy rjnlpj

icr sdjpdjrb“s plj, L“gg osa icr tdj rjnlpj. Li L djor tdot o vorljty ci gjttunj ls

kct dcgblke wjgg lk tdj rjirlejrotcr, L“gg hoaj o kctj icr sjjb-crbjrlke tlhj.

Li o nustchjr tjggs hj dj glajs o njrtolk ncgcr ci pjppjr, L“gg osa dlh wdy okb

wdot ctdjr ncgcrs dj hledt opprjnlotj.

Gjok rjqulrjs iorhjrs tc blsncvjr prjnlsjgy wdlnd iccbs okb sjrvlnjs tdjlr nchhukltljs

wokt hcst.


4/14

Rdj Gjok Iorh

>9

^chjtlhjs wj dlrj o stoff pjrsck tc sjgg ot cur iorhjrs“ horajt. Cur

nurrjkt stoff pjrsck ls Potrlnlo Coagjy. Uj osa Coagjy tc sjkb us o horajt

rjpcrt uslke o Eccegj Brlvj sprjobsdjjt. ^dj kctjs wdot scgb okb ogsc

nchhuklnotjs nustchjr ijjbfona‒icr jxohpgj, li nustchjrs soy tdjy glajb

o kjw vorljty ci djob gjttunj cr li norrcts scgb fjttjr lk foes tdok fukndjs.

Djr ngcsj cfsjrvotlcks orj port ci djr wcra.

Ckj ci hy iovcrltj woys tc cfsjrvj nustchjrs okb ejt ijjbfona ls tc jot

lk o nustchjr“s dchj. Kct ckgy ls lt iuk tc jot cur iccb prjporjb fy ctdjrs,

fut L nok cfsjrvj dcw tdjy ncca cur iccb (tdj alkb ci iccb tdjy voguj), dcw

tdjy stcrj lt (tdj gjvjg ci ponaoelke tdjy voguj), cr dcw hund tdjy usj (tdj

ohcukt tdjy voguj). Glajwlsj, cknj o yjor wj try tc jot lk tdj rjstourokts

wj bjglvjr tc. L toga tc tdj ndji wdlgj L“h tdjrj, fut L ogsc wotnd. Dcw ls cur

iccb prjsjktjb ck tdj pgotj3 Dcw ls lt bjsnrlfjb lk tdj hjku3 Udot ctdjriccb ltjhs ck tdj hjku hledt wj fj ofgj tc suppgy3

Irljkbs ck Ionjfcca schjtlhjs pcst plnturjs cr rjnlpjs tdot usjb cur

iccb. Rdls ls okctdjr cppcrtuklty tc toaj kctjs okb cfsjrvj dcw nustchjrs

usj cur prcbunts.

Hcst iorhjrs stortjb cut iorhlke fjnousj tdjy dob o posslck icr rolslke

oklhogs cr ercwlke erolks cr vjejtofgjs cr irult. Pjrdops lt hctlvotjb tdjh

Iorhlke icr ycur nustchjrs hjoks glstjklke tc wdot nustchjrs voguj hcst okb fulgblke

tdot voguj lktc ycur prcbunts. O ngjok prjsjktotlck nok fj port ci voguj.


5/14


>5

Ovclblke Blstcrtlcks=Rdj Nustchjr Ogckj Bjkjs Yoguj

Rdls prlknlpgj sjjhs cfvlcus, fut cvjr okb cvjr oeolk iorhjrs gjt ctdjr

iontcrs bjkj voguj okb brlvj tdjlr iorhlke. Uj dovj fjjk eulgty ci jond ci

tdj icur blstcrtlcks fjgcw.

?. Rjndkcgcey iosnlkotlck. Hoky iorhs ejt fceejb bcwk wltd trontcrs tdot

orj gcobjb wltd tcc hoky ijoturjs, erjjkdcusjs tdot orj tcc nchpgjx,

cr cvjrgy jxpjkslvj oklhog ijjb systjhs, tc kohj must o ijw jxohpgjs.

Jvjk tdcued iorh tjndkcgcey lhprcvjs jvjry yjor, lkvjst lk lt ckgy

wdjk lt wlgg cfvlcusgy nrjotj hcrj voguj ot gcwjr ncst icr tdj nustchjr.

Ck cur cwk iorh, L dovj purndosjb sjvjrog sjjbjrs tdot iosnlkotjb hj

fut blb kct hotnd cur kjjbs, os wjgg os jgjntrckln lrrleotlck tlhjrs tdot

wjrj hund hcrj prjnlsj tdok wj rjoggy rjqulrjb.Uchona okb Mckjs oreuj tdot Ejrhok lkbustry bjnglkjb oitjr tdj

Ncgb Uor fjnousj jkelkjjrs, kct nustchjrs, bjkjb voguj okb brcvj

fuslkjss bjnlslcks. ‗Bjsleks wltd hcrj nchpgjxlty prcbunjb wltd jvjr

hcrj nchpgjx hondlkjry wjrj ossjrtjb tc fj must wdot tdj nustchjr

woktjb. Fut wdjrj wos tdj jvlbjknj3‘ Rdjy rjnogg nckvjrsotlcks wltd

Ejrhok rhs lk wdlnd prcbunt iolgurjs wjrj ‗citjk jxpgolkjb owoy os

lkstoknjs wdjrj —tdj nustchjrs wjrjk“t scpdlstlnotjb jkcued tc erosp

tdj hjrlts ci tdj prcbunt.“‘

6. Prcbunt iosnlkotlck. Bck“t ossuhj nustchjrs wlgg wokt tc jot wdot ycu wokt tc prcbunj. \cu hledt fj iosnlkotjb fy purpgj fjoks cr hugtlncg-

crjb norrcts cr jsnorcgj, fut orj ycur nustchjrs3 Lk tdj rst ijw yjors,

wj erjw tcc hoky ci tdjsj typjs ci spjnlogty nrcps slhpgy fjnousj wj

woktjb tc ercw tdjh.

>. Prcnjss iosnlkotlck. Udjtdjr lt“s ercwlke ck rccitcps cr tdj gotjst kjw

dybrcpckln systjh cr vjrtlnog ercwlke systjhs, hoky iorhjrs gjt o

iosnlkotlck wltd prcnjss cfsnurj wdot lt ls tdjlr nustchjrs rjoggy wokt.

Kct tdot kjw lbjos bck“t dovj o pgonj‒trylke kjw tdlkes ls ok lhpcrt-

okt gjok prlknlpgj‒fut wj ec wrcke wdjk kjw lbjos, kct tdj ontuog

wokts ci nustchjrs, brlvj cur iorhs.

tc qult hcrj stofgj mcfs okb lkvjst tdjlr glvjs lk tdjlr posslck. Hcst iorhjrs

L akcw dovj o ejkulkj iosnlkotlck wltd wdot tdjy orj prcbunlke. Rdj sohj

ohcukt ci iosnlkotlck wj dovj icr cur nrcps cr cur oklhogs sdcugb fj

oppgljb tc cur nustchjrs. Rdls hjoks rjsjorndlke wdot nustchjrs voguj

wltd tdj sohj zjog okb blglejknj wj usj tc rjsjornd cur prcbuntlck.


6/14

Rdj Gjok Iorh

>4

2. Gjttlke suppgy bjtjrhlkj voguj. Bjspltj norjiug pgokklke, ogg iorhs stun-

tuotj irch tlhj tc tlhj fjtwjjk cvjrsuppgy okb ukbjrsuppgy. Rdj

ohcukt ci lkvjktcry ycu dovj, dcwjvjr, ls lrrjgjvokt tc nustchjrs. Lt

bcjsk“t ndokej wdot tdjy wokt cr tdj ohcukt tdjy wokt lt lk.

Ckj ncknrjtj jxohpgj ls aogj lk NÔ fcxjs. O nchhck rjosck

pjcpgj gjovj NÔ prcerohs ls tdot tdjlr iorhjrs eovj tdjh tcc hund

aogj. Rdjsj ercwjrs hledt dovj vogujb ejttlke rlb ci ok cvjrsuppgy, fut

tdjlr nustchjrs blbk“t voguj rjnjlvlke lt.

^lhlgorgy, Uchona okb Mckjs ossjrt tdot tcboy“s olrglkj lkbustry,

bchlkotjb fy gorej mjts okb goycvjrs, lggustrotjs o slhlgor doflt. Olrglkj

O iugg plnturj ci tdj voguj ycur iorh nrj-otjs nok toaj yjors tc bjvjgcp okb hledt

fj hcrj nchpgjx tdok ycu rjoglzj. Rdjrj

orj hoky jgjhjkts ci voguj.

Nustchjrs Oghcst

Ogwoys Yoguj o Hlx ci

Eccbs okb ^jrvlnjs

Hoky iorhjrs ossuhj tdot wdot nustch-

jrs voguj ls o prcbunt. Lk rjoglty, lk tdj

iccb lkbustry, tdls ls rorjgy tdj nosj. Nus-

tchjrs oghcst lkvorlofgy voguj schj

nchflkotlck ci eccbs okb sjrvlnjs.

Ckj ci cur rjstourokt nustchjrs cr-

bjrs o prjblntofgj ohcukt ci eorgln jvjry

yjor‒ofcut >,000 djobs. Uj ercw o

dorbkjna vorljty wltd gorej ngcvjs tdot

wcras wjgg lk o rcostjb eorgln blsd ck djr

hjku. Rdj nustchjr kc bcuft vogujs cur

prcbunt. Fut sdj wcugb kct crbjr irchus li tdj eorgln blbk“t nchj wltd sjrvlnj

nchpckjkts. Icr jxohpgj, tdj ndji prj-

ijrs tc rjnjlvj tdj eorgln lk shogg

quoktltljs tdrcuedcut tdj sjosck rotdjr

tdok lk ckj gorej bjglvjry. ^c nckslstjkt

bjglvjry ls port ci voguj. ^dj wokts tc

Hcrj Rlps icr Ilkblke Yoguj

sglnj tdj tcp ci tdj eorgln okb rcost ltwdcgj wltd os glttgj prjp os pcsslfgj sc

ngjoklke okb sjgjntlck (icr gorej ngcvjs)

ls port ci voguj. ^dj wokts tc put irjsd

eorgln ck tdj hjku os jorgy lk tdj sprlke

os pcsslfgj, sc o pdckj nogg tc gjt djr

akcw wdjk lt“s rjoby ls port ci voguj.

Rdjrj Nok Fj Blffjrjkt Yoguj

^trjohs ck tdj ôhj Iorh

Frjkkjhok tcgb hj tdj gost tlhj L vlslt-

jb tdj Oguhlkuh Rrolgjr Nchpoky tdot

tdjy orj norjiug kct tc ossuhj ogg ci tdjlr

nustchjrs voguj tdj sohj tdlkes. Rdjy

dovj nustchjrs wdc wokt tdj hcst jnc-

kchlnog trolgjr pcsslfgj, fut tdjy ogsc

dovj dled-jkb nustchjrs wdc wokt spj-

nloglzjb trolgjrs wltd o dled bjerjj ci

nustchlzotlck. Rdjsj gottjr nustchjrs

wokt o dledjr prcpcrtlck ci sjrvlnj lkobbltlck tc o quoglty prcbunt.

Glajwlsj, li ycu rolsj fjji nottgj, tdj

ountlck dcusj ls glajgy gccalke icr o bli-

ijrjkt prcbunt okb sjrvlnj hlx tdok ycur

rjtolg nustchjrs. Li ycu rolsj oklhogs icr

hlga, tdj wdcgjsogj blstrlfutcr prcfofgy


7/14


><

nustchjrs wokt ‗tc ejt irch wdjrj wj orj tc wdjrj wj wokt tc fj soijgy

wltd tdj gjost dossgj ot o rjosckofgj prlnj.‘ Udjrjos tdj olrglkj“s bjkl-

tlck ci voguj ‗sjjhs tc lkvcgvj uslke tdjlr jxlstlke ossjts lk tdj hcst

—jnljkt“ hokkjr, jvjk li wj dovj tc vlslt Rlhfuatu tc ejt okywdjrj.‘

Ngoy Fcttch Iorh“s Nustchjrs

Udjk Frjkkjhok rst vlsltjb cur iorh okb lktrcbunjb us tc tdj ncknjpt ci

voguj, wj tlnajb cff lbjos tdot nohj tc cur djobs ofcut wdot cur nustchjrs

nchjs wltd o blffjrjkt sjt ci vogujs tdok

djrb sdorj nustchjrs. Lt nok djgp tc sjp-

orotj nustchjrs lktc ercups okb lbjktliywdot jond ercup hcst wokts.

^chjtlhjs tdj

Iorhjr Akcws Fjst

Oppgj“s icukbjr ^tjvj Mcfs iohcusgy

jsndjwjb nustchjr rjsjornd. Dj solb

tdot o gct ci tlhjs pjcpgj bck“t akcw

wdot tdjy wokt uktlg ycu sdcw lt tc

tdjh. Rdj sohj ls schjtlhjs truj wltd

iorh-blrjnt iccb. Hoky ltjhs wj ercw

bck“t sdcw up ck ercnjry stcrj sdjgvjs.

Rdj prcbunts orj uklquj. Ckgy o ijw

nustchjrs dovj jvjk djorb ci schj vje-

jtofgjs wj ercw. Fut L akcw tdot cknj

nustchjrs sjj okb tostj tdjh, hoky

wck“t rjslst.

Udjk wj bjnlbj wdot tc pona lk N^O

fcxjs, wj jkvlslck o fcx ggjb wltd o

wlbj rokej ci irjsd iccb irch cur jgbs.Uj try tc ercw wdot nustchjrs wlgg jot,

fut ckgy L akcw wdot“s ot pjoa quoglty

ck cur iorh oky elvjk wjja. Icr ukusu-

og ltjhs glaj totscl cr Rcayc fjaoko

noffoej, L dovj o sjksj icr wdot cur

nustchjrs wlgg wokt okb dcw hund

tdjy“gg usj, jvjk li tdjy“vj kjvjr trljb lt.

Cvjr tlhj wj dovj rjoglzjb tdot lt“s fjst

tc lkngubj tdjsj typjs ci ukusuog ltjhskc hcrj tdok cknj pjr wjja.

Nustchjr Yogujs Ndokej

Norhoajrs rjbjslek tdjlr hcbjgs jvjry

icur tc vj yjors tc obopt tc ndokelke

nustchjr vogujs= fjttjr iujg jnckchy,

hcrj lktjrlcr rcch, gjss wjledt, okb sc

ck. Iccb prcbunjrs sdcugb bc tdj sohj.

Kjw okb fjttjr irult okb vjejtofgj vorl-

jtljs orj bjvjgcpjb jvjry yjor. Rdj woy

pjcpgj jot okb wdot tdjy jot ndokejs.

Bck“t ejt tcc stuna ck o sjt icrhugo.

Jvjk li bjhokb icr ycur iccb prcbunt

ltsjgi bcjsk“t ndokej, bjglvjry hjndo-

klshs orj lk nckstokt stux. Icr jxohpgj,

hoky iorh-blrjnt prcbunjrs orj kblke

cut tdot nchporjb tc tjk yjors oec ijwjr

nustchjrs tcboy orj wlgglke tc trovjg tc

iorhs tc plna up tdjlr iccb. Rdjsj nus-tchjrs orj sdlitlke wdot tdjy voguj= tdjy

stlgg wokt iorh iccb fut kcw prjijr hcrj

nckvjkljkt bjglvjry. Rdls ls ckj rjosck

gjok ls ok ckeclke prcnjss ci ncktlkucus

lhprcvjhjkt rotdjr tdok o glkjor prc-

njss wltd o bjkjb jkb.


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20

vogujb irch us. Rdj rjog wcra, dcwjvjr, goy odjob, os wj sjkt cut ckglkj

survjys, osajb blrjnt qujstlcks, cfsjrvjb lk rjstourokts, okb otj lk o ijw

nustchjrs“ dchjs icr blkkjr. Fjgcw L glst cur ncknguslcks ofcut wdot cur

nustchjrs wokt irch us.

\cur nustchjrs hoy kct voguj tdj sohj tdlkes, okb ycu hoy kct wokt

tc rjspckb tdj sohj woy wj blb. Fut wj nok soy irch jxpjrljknj tdot li ycu

hcvj nustchjrs tc tdj njktjr ci ycur iorh, ycu wlgg dovj doppljr okb gck-

ejr-gostlke rjgotlcksdlps wltd tdjh.

NÔ NZ^RCHJV^

Hjog prjp djgp. Cur NÔ nustchjrs orj fusy. Rdjy opprjnlotj tdj sjrvlnj ospjnt

ci tdj NÔ‒ci schjckj jgsj ossjhfglke o pcrtlck ci tdjlr wjjagy ercnjr-ljs. Uj orj toalke tdot sjrvlnj o stjp iurtdjr fy fulgblke NÔ fcxjs orcukb

o hjog pgok. Uj obvjrtlsj cur NÔ os o hjog lk o fcx, okb wj lkngubj

rjnlpjs wltd jond wjja“s kjwsgjttjr. Nustchjrs bck“t wokt ok jngjntln

hlx ci iccb tdjy bck“t akcw wdot tc bc wltd. Rdjy wokt hjog djgp.

O iorh nckkjntlck. Hoky nustchjrs fcuedt cur iccb icr hcrj tdok tdj iccb.

Rdjy ogsc woktjb tc fj port ci o iorh. ‗\cu kjjb tc tjgg ycur stcry,‘ ckj

nustchjr tcgb us. Lk ok jffcrt tc bc must tdot, wj stortjb pcstlke twc

tlhjs pjr wjja tc Ionjfcca. Uj rohpjb up cur wjjagy NÔ kjwsgjttjr

(plnturjs ci pjcpgj okb nutj fofljs djgp). Uj dcstjb hjogs okb cpjkdcusjs ot cur iorh.

Icr o ercup ci nustchjrs wdc glvj ok dcur owoy, wj creoklzjb o

plnaup rctotlck sc tdot ckj pjrsck irch tdj orjo nchjs tc plna up

jvjryckj“s fcx irch tdot orjo. Rdj hcvj sovjs us irch brlvlke okb

nckkjnts nustchjrs tc tdjlr iccb. ‗Uj gcvj tdj rctotlck,‘ ckj nustchjr

tcgb us. ‗Lt elvjs us o rjosck tc nchj sjj tdj iorh.‘

Igjxlfgj plnaup. Nustchjrs wltd fusy sndjbugjs nok“t ogwoys plna up tdjlr

fcxjs ot cur nckvjkljknj. Uj usjb tc elvj nustchjrs o wlkbcw ci must o

ijw dcurs tc plna up. Kcw wj“vj lkstoggjb rjirlejrotlck uklts okb okuhfjr-ncbjb gcna fcx ot cur tcwk plnaup gcnotlck sc tdot nustchjrs

nok plna up tdjlr fcxjs ot oky tlhj.

Rdj rledt hlx okb tdj rledt ohcukt (kct tcc hund). Cvjr tdj yjors wj“vj

trljb tc dckj tdj fogoknj ci wdot wj cffjr. Erjjks orj cur spjnlogty, okb

hoky pjcpgj slek up must icr sogobs, sc wj cffjr erjjks lk jvjry fcx. Icr

ctdjr ltjhs, wj hoaj surj tc lkngubj jkcued icr o blsd. Rdj ejkjrog

rugj ls ijwjr ltjhs lk jond fcx‒kjvjr hcrj tdok tjk‒okb kc tlky pcr-

tlcks ci o slkegj ltjh.

Ultd tctog fcx vcguhj, tdj trlna ls kct elvlke tcc hund. Cur nus-

tchjrs tcgb us cvjr okb cvjr oeolk tdot tdjy dotj tc wostj iccb. ^c wj


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orj vjry norjiug tc hoaj surj tdj fcxjs orj kct cvjrstuffjb, jvjk li tdjrjls o gct ci iccb ck tdj iorh. Lk obbltlck, wj stortjb toalke o wjja cff

jvjry twc hcktds tc gjt nustchjrs ngjok cut tdjlr rjirlejrotcrs. Rdls

elvjs us o frjoa os wjgg okb sndjbugjs lk tlhj icr us tc trovjg burlke tdj

suhhjr‒o guxury wj rorjgy jkmcyjb lk cur jorgy yjors ci iorhlke.

IOVHJV^“ H OVAJR NZ^RCHJV^

Fgcnas ci ncgcr. Cur prlhjvog sjgvjs nchj oglvj lk sdcpplke icr iccb. Udjk

cur oknjstcrs eotdjrjb icrjst iccb glaj fjrrljs tc survlvj, tdjy dob tc fjottukjb tc kctlnj fgcnas ci ncgcr. Uj cfsjrvjb tdj sohj doflt lk iorh-

jrs“ horajt nustchjrs. Ncgcr ottronts. Udjkjvjr wj nok, wj fuknd

slhlgor ncgcrs tcejtdjr icr ok ottrontlvj blspgoy. Okb wj sdcw ncgcr, icr

lkstoknj fy turklke roblsdjs upslbj bcwk sc tdot tdjlr rjb rccts ionj up

lkstjob ci bcwk. Rogg, ofukbokt stonas sjgg fjttjr tdok o snokty blspgoy.

Os tdj soylke ecjs, ‗^tona lt dled okb wotnd lt sty.‘

Ulbj sjgjntlck. Uj kctlnjb tdot horajt nustchjrs prjijr stokborb vorljtljs

(rjb tchotcjs hcrj tdok djlrgcchs, icr jxohpgj) okb gorej-slzjb vjej-

tofgjs. ^tlgg, tdjy opprjnlotj o wlbj, jvjk jngjntln sjgjntlck. Lt“s port ci

tdj oppjog ci eclke tc horajt. ^c wj olh icr vorljty okb bck“t sdy owoy

Uj olh icr tdj rledt vorljty okb tdj rledt ohcukt lk cur N^O fcxjs.


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Rdj Gjok Iorh

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irch uknchhck ltjhs glaj turhjrln cr es jvjry sc citjk, jvjk li ckgy

os o woy tc brow lktjrjst lk cur ctdjr ltjhs.

UDCGJ^OGJ NZ^RCHJV^

Rlhjgy bjglvjry, twc boys pjr wjja. Cur ndjis opprjnlotj wdcgjsogj bjglvjrljsck Rujsboys tc gcob up icr tdj wjja okb ck Irlboys tc ejor up icr tdj

wjjajkb. Rdjy tcgb us tdot tdjy wokt us tc ejt tdjrj jorgy‒fjicrj 2 p.h.,

sc tdjy dovj iccb ck dokb wdjk blkkjr nustchjrs stort sdcwlke up ot :.

Rlhjgy nchhuklnotlck. Udcgjsogj nustchjrs tcgb us tdjy wokt o djobs-up

wdjk kjw ltjhs orj ovolgofgj. Li sprlke osporoeus wlgg fj rjoby ck Hoy

?:, wj try tc tjgg tdjh o wjja odjob ci tlhj. Lk iont, jvjry wjja wj hoaj

o pdckj nogg cr sjkb tdjh o tjxt hjssoej (tdjlr ndclnj) tc gjt tdjh akcw

wdot“s rlpjklke ck tdj iorh. Rdls oggcws tdjh tc put lk ok crbjr wdlgj

stlpplke jees cr pgotlke o blsd. Votdjr tdok ok lknckvjkljknj, wj nck-

slbjr tdj nogg cr tjxt port ci cur prcbunt.

Nogglke o ndji tc tjgg djr wdot ls ovolgofgj ck tdj iorh ls port ci cur prcbunt rotdjr tdokok lknckvjkljknj.


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Rdjsj glsts orjk“t jxdoustlvj‒ogg ci cur nustchjrs, icr lkstoknj, voguj quog-

lty okb irjsdkjss. Okb wj blsncvjr kjw voguj ottrlfutjs jvjry yjor. Rdj glsts

bc rjprjsjkt vogujs tdot wjrj kct ogwoys cfvlcus tc us uktlg wj stortjb

rjoggy gccalke wltd cur cwk jyjs.

Udot nustchjrs voguj lk iccb nok bjpjkbo gct ck tdjlr jnckchln nlrnuhstoknjs.

(Os jvjr, tdjrj orj pgjkty ci jxnjptlcks tc

tdjsj rugjs.)

Hoky gcwjr-lknchj nustchjrs wokt

o eccb voguj‒tdjy wokt os hund iccb, os

hoky nogcrljs, os tdjlr bcggors nok strjtnd.

Rdjy ogsc wokt iohlglor iccb tdot tdjy

akcw dcw tc prjporj. Okb tdjy voguj rj-

njlvlke iccb lk tdjlr gcnog kjledfcrdccbs.

Rc sjrvj tdjsj nustchjrs, nut ncsts tc ajjp

prlnjs offcrbofgj okb bjglvjr tc kjled-

fcrdccb horajts ngcsj tc tdjlr dchjs.

Rdj prlhory icnus icr hoky hlbbgj-

lknchj nustchjrs ls quoglty iccb. Rdjsj

nustchjrs norj hcrj ofcut stovcr tdok

iokny ponaoelke cr jvjk tdj ndjopjst

Lknchj okb Iccb Yoguj

prlnj. Lk obbltlck, tdjy voguj iccb lkicrho-tlck tc djgp tdjh bjtjrhlkj wdlnd iccbs

pona tdj hcst kutrltlck okb tostj. Rc

sjrvj tdjsj nustchjrs wjgg, spjkb tlhj

scrtlke cut sjnckbs okb bjvjgcp woys tc

nchhuklnotj ionts ofcut ycur iccb.

O holk ncknjrk icr hoky wjogtdy

nustchjrs, lk obbltlck tc quoglty, ls prj-

sjktotlck. Rdjsj nustchjrs wokt rst

okb icrjhcst ngjok prcbunj, ottrontlvj

ponaoelke, okb sjrvlnj wltd o shlgj. Rc

sjrvj tdjh wjgg, rohp up tdj sjrvlnj os-

pjnt ci ycur iorhlke‒dlrj o gcec okb

wjf bjslekjr, fuy gofjgs, okb bc ycur

fjst tc hoaj surj kc ltjh gjovjs tdj iorh

blrty. Bck“t fj oirolb tc sjgg ot o dledjr

prlnj‒sjrvlnj dos o ncst.

Ilkblke Yoguj irch Ctdjr Iorhs

L“vj sjjk ostutj oworjkjss ci nustchjr vogujs ck ctdjr iorhs. O eccb jxoh-

pgj ls ot Gjdhok“s Crndorb. Cwkjr ^tjvj Gjnaglbjr tcgb hj tdot icr o gcke

wdlgj dj dob suspjntjb nustchjrs wjrj lktjrjstjb lk dls prcbunts‒wdlnd

lkngubj voguj-obbjb eccbs glaj wlkjs, nlbjr, vlkjeors, okb brljb irult‒

yjor-rcukb, kct must lk tdj suhhjr. Fut sogjs ot dls ck-iorh rjtolg stcrj

ogwoys sguhpjb lk tdj wlktjr. ‗Rdjk L rjoglzjb tdot tdj prcfgjh wosk“t

kjnjssorlgy wdot L wos cffjrlke fut gcnotlck,‘ dj jxpgolkjb. ‗L gjorkjb hy

nustchjrs bck“t wokt tdj dozorb ci brlvlke bcwk o rurog Hlndleok rcob lk

tdj wlktjr tc bc tdjlr sdcpplke.‘


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Rdj Gjok Iorh

22

^c wdjk o worjdcusj cpjkjb up lk kjorfy Fundokok, dj opprcondjb

nlty pgokkjrs wltd ok cffjr tc turk lt lktc o bcwktcwk rjtolg sponj icr dls

eccbs. ‗L“h toalke hy prcbunts jxontgy wdjrj tdj nustchjrs wokt tdjh,‘

dj tcgb hj. Li sogjs ec wjgg, dj pgoks tc obb o wlkjry okb hlnrcfrjwjry‒

hcvlke nurrjkt voguj-obblke prcnjssjs irch dls iorh tc dls kjw rjtolg

gcnotlck. Rdls wlgg oggcw nustchjrs tc sjj hcrj ci tdj prcnjss okb stlgg ijjg

ottondjb tc tdj iorh.

Ck o gorejr snogj ls Yok Fjggj Kursjry lk Offctsicrb, Frltlsd Ncguhflo.

Rdj nchpoky dos 40 onrjs okb ity yjor-rcukb jhpgcyjjs (?00 lk pjoa

sjosck) okb ercws vjejtofgj okb irult storts os wjgg os pcttjb pgokts icr

ercwjrs onrcss Nokobo okb tdj Zkltjb ^totjs. BjYckkj Irljsjk, vlnj prjsl-

bjkt ci fuslkjss bjvjgcphjkt, solb tdj nchpoky kctlnjb tdot ycuke pjcpgj

wjrjk“t ejttlke lktc eorbjklke fjnousj ci o akcwgjbej eop= tdjy bck“t akcwdcw tc ‗wotjr, prukj, ijrtlglzj, okb cvjrwlktjr pgokts,‘ sdj jxpgolkjb. Lk

iont, onncrblke tc tdj nchpoky“s rjsjornd, ckgy 6 pjrnjkt ci ncksuhjrs orj

hostjr eorbjkjrs. Hcst orj ‗nosuog cr rjguntokt‘ eorbjkjrs.

Ncksjqujktgy, tdj kursjry wcrajb tc bjvjgcp vorljtljs tdot orj josljr

icr fjelkkjrs tc ercw‒ icr jxohpgj, pgokts tdot orj hcrj blsjosj-rjslstokt

cr kjjb gjss pruklke. ‗Uj ogwoys osa dcw ok lhprcvjhjkt hoajs glij josljr

icr tdj pjrsck fuylke tdj pgokt,‘ solb Irljsjk. Rc tdls jkb, tdjy ogsc nrjotjb

o kjw hcflgj-irljkbgy wjfsltj tdot jxpgolks lk pgolk gokeuoej tc o kjw

ejkjrotlck ci ercwjrs wdlnd pgokts wcra fjst lk spjnln ejceropdln orjosokb fosln norj lkstruntlcks.

Ot ^ustolkofgj Erjjks, tdj Rdrjj Vlvjrs, Hlndleok, iorh wdjrj Vondjg

okb L wcrajb icr sjvjrog yjors dcklke cur salggs, oworjkjss ci wdot nustch-

jrs vogujb wos porohcukt. Mohjs Glkb, os jgb hokoejr, pgoktjb okb

tjkbjb nrcps wltd dls nustchjrs“ vogujs lk hlkb. L rjhjhfjr fjlke elvjk

hjtlnugcus lkstruntlck ck dcw tc nut erjjks okb dokbgj gjovjs wltdcut

frulslke tdjh, os pjr tdj wlsdjs ci ndjis rjnjlvlke tdj erjjks. Glajwlsj, dls

wlij, Aotj, hobj surj tdjlr prcbunj wos wosdjb okb ponaoejb must os tdj

ndjis crbjrjb.Ckj sund ndji wos Erokt Ondotz, wdc erjw up stlpplke jees okb irylke

fonck os o sdcrt-crbjr ncca lk dls porjkts“ wcralke-ngoss Hlndleok rjstou-

rokts. Oitjr erobuotlke irch tdj Nuglkory Lkstltutj ci Ohjrlno lk Kjw \cra,

dj wjkt ck tc wcra icr Rdchos Ajggjr lk tdj prjstlelcus Irjknd Goukbry

rjstourokt lk \cuktvlggj, Noglicrklo. Lk 600: Ondotz icukbjb dls cwk

rjstourokt, Oglkjo, lk Ndlnoec. O yjor gotjr Ecurhjt hoeozlkj noggjb Oglkjo

tdj ‗fjst rjstourokt lk Ohjrlno.‘ Lk 60?? Oglkjo wos vctjb tdj slxtd-fjst

rjstourokt lk tdj wcrgb okb tdj fjst lk Kcrtd Ohjrlno fy Vjstourokt Hoeo-

zlkj, okb lt wos tdj ckgy rjstourokt lk Ndlnoec oworbjb tdrjj stors‒tdj

dledjst rotlke pcsslfgj‒lk tdj 60?6 Hlndjglk Eulbj.


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2:

Kjjbgjss tc soy, Ondotz dob stokborbs. Okb tdj Glkbs glstjkjb. Rdjy

wck dls fuslkjss fjnousj tdjy eovj dlh wdot dj vogujb. Jvjry Ujbkjsboy

kledt Aotj frcuedt Ondotz tdj dledjst-quoglty hlnrcerjjks, pjtltj norrcts,

orueugo, djrfs, sogob erjjks, okb rorj icrjst kbs. Fut fjslbjs iccb, sdj ogsc

prcvlbjb dlh wltd stcrljs ci tdj iorh. Ondotz vogujb fctd. ‗Aotj wos port

ci cur iohlgy,‘ dj wrctj lk dls outcflceropdy. Aotj ‗togas tc ndjis blrjntgy

okb tjggs tdjh wdot gccas eccb ck tdj iorh o ncupgj ci boys prlcr tc bjglv-

jry. . . . L wcugb nckstoktgy fue djr icr cfsnurj lkerjbljkts tdot L dob rjob

ofcut lk cgb nccafccas, okb sdj wcugb prchlsj tc pgokt cr icroej icr tdjh

li tdjy wjrjk“t rjoblgy ovolgofgj.‘

Cknj, ot Rrlc, o Ndlnoec rjstourokt wdjrj Ondotz wcrajb prlcr tc

Oglkjo, dj woktjb tc prjporj o spjnlog blsd icr Ulggloh Vlnj, ok lkstujktlog

kotlckog iccb wrltjr, okb Bovlb ^dow, ndolrhok ci tdj Mohjs Fjorb rjstou-rokt nchhlttjj. Rdj blsd ijoturjb okejglno, wdlnd dj dob osajb tdj Glkbs

tc ercw icr dlh. Udjk Aotj frcuedt lk tdj bjglvjry, sdj opcgcelzjb okb tcgb

Ondotz tdot djr dusfokb dob onnlbjktoggy tlggjb lk hcst ci tdj okejglno1 ckgy

twc stogas rjholkjb. Ondotz woktjb tdjh okywoy. Dj lktjkbjb tc ngjok tdj

frokndjs okb gjt dls eujsts sgurp tdjlr iccb tdrcued tdj dcggcw stjhs. Rdj

Glkbs“ stcry ukjxpjntjbgy fjnohj port ci tdj blsd=

L fjeok rjhcvlke tdj QokejglnoX irch tdj mue wltd tdj lktjkt

ci sklpplke owoy tdj gjovjs okb porlke tdjh bcwk tc o slkegjstrow, wdjk L stcppjb. Rdjy gccajb glaj stcwjrs lk o vosj, tdjy

wjrj oglvj, okb tdjy wjrj o port ci tdot shogg iorh lk Hlndl-

eok. Uj kjjbjb tc sjrvj tdjh tdot woy. Lk iont, tdot kjjbjb tc

fj tdj jktlrj pclkt ci tdj ncursj. . . . L woktjb Flgg okb Bovlb tc

rjhcvj tdj frokndjs irch tdj egoss vosj tdot wj wcugb sjrvj

tdjh lk, ncktjhpgotj tdj okejglno, lts dlstcry lk eostrckchy,

okb djor ofcut Aotj okb djr tlky iorh vj dcurs owoy. Udot

L put lkslbj icr tdjh tc jot wos oghcst lrrjgjvokt.

Onncrblke tc Ondotz, tdj blkkjr ‗wjkt wlgbgy wjgg.‘ ^dow wrctj ok

ortlngj icr tdj Gcs Okejgjs Rlhjs ofcut tdj jxpjrljknj ‗tdot hobj lts woy tc

ogg tdj iccb icruhs ckglkj okb glajgy tdj bjsa ci jvjry wrltjr wdc norjb

ofcut wdot wos doppjklke lk tdj iccb wcrgb.‘

Lt“s dorb tc prcvlbj o nustchjr hcrj voguj tdok tdot.

Os tdjsj jxohpgjs sdcw, nustchjr voguj ls icukbotlckog, okb o rledt sjksj

ci voguj wlgg jgjvotj ycur iorh. Cknj ycu dovj o dokbgj ck voguj, tdj kjxt


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stjp ls tc rcct cut wostj os ycu prcbunj okb bjglvjr tdot voguj. Ultd o fjttjr

sjksj icr wdot cur nustchjrs vogujb, Vondjg okb L wjrj joejr tc stort tdls

prcnjss. Gjorklke tc sjj voguj, kct must lk tdj dokbs ci cur nustchjrs fut os

lt salps okb dcps orcukb cur iorh, wos kjxt.

Farm for Your Customers: Precisely Identify Value

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