Leadership in Nursing Administration

Leadership is found to be an important factor in the administration of nursing practice, since this practice of nursing requires the leading practioners to be consistent and have knowledge to inspire and encourage others in the working environment through which an individual can provide a better health care in the nursing profession. The qualities for a good leader in this profession include; having a vision, collaborating with others, should have good communication skills. (Grohar and DiCroce, 2002)Research indicates that the nursing professions carry a number of responsibilities shared among staff in a particular health provision center. Under this we find that different ranks of nurses are given different responsibilities, whereby the Executive nurse in any health organization is given the mandatory to ensure that the organization he is working with is provided with a kind leadership that proves to be visionary to the nursing services provided. He is also has the authority to upli ft the standards of nursing set in the organization. The executive nurses’ obligations are therefore meant to monitor the operations of the nursing team under him in the organization, thus enhancing a better involvement of the nurses in making decisions affecting the management of the organization thus enabling teamwork among the workers. (Grohar and DiCroce, 2002)There are also other types of nurses in the line of leadership in the nursing administration such as the clinical nurse managers whose responsibility is to coordinate and manage the nursing practices in the organization. Nurse Managers also organize and plan giving health care to a large number of people and bringing quality results such as development of staff, strategic planning and care management.Research within the framework of nursing management and leadership has shown that the practices for managerial nurses has changed as a result of good payment, reduced number of people being admitted and reducing the per iod of stay in the nursing profession.Nursing administrators   have also taken additional responsibilities due to extended nursing care such as mobile health care, outpatient clinics and surgi-centers.The responsibilities include negotiating for contracts, looking for supportive services and managing services in other displines are related to nursing profession (Radcliffe, 2000)Nursing administration includes a number of different leadership and management practices such as consumer’s likes and dislikes, political changes, atmosphere in the market, which brings changes in the health care systems. Nurse administrators have different levels of education which include masters of Science in nursing, masters of health administration, certificates of science in nursing and self-study.Since the nursing administration involves the interaction of the nursing practitioner with the clients, it requires one to have an enormous knowledge in communication and an artistic mind that will p ermit the administrator to raise and solve issues in an effective manner. This calls for the people interested in leadership in nursing profession to have the professional approach in ensuring that his or her obligation is well executed. The administrator has to carry out a health care plan which is usually formed using nursing procedures. The first step requires the administrator involved to get information about the subject matter after which he or she looks in to the problem and the possible solutions he then gives orders and the way forward to the people under him so that the problem is solved. (Radcliffe, 2000)A leader in the nursing profession should be able to maintain a good relationship with the professional nurses to avoid them leaving the profession due the feelings of inadequacy, oppression, stress, disempowerment, intimidation, undermining and insubordination. Other factors in care hospitals such as low morale, heavier workloads, reduced resources, can contribute to poo r performance in the profession hence leaving the profession. It is of great essence that the above issues are taken in to consideration in order to retain the nurses and give them morale to work well and administer effective health care. (Sullivan and Decker1997)A wide category of nursing administration is seen in different fields which include: psychology, research in nursing, health care administration, clinical nursing, social sciences and medicine in general. Ways through which leadership and management are carried out is largely borrowed from business administration so it is highly recommended for nurse administrators to be conversant with business and social science materials. A nurse administrator also should be able to intermingle with other health professionals who are believed to be of higher rank and with great experience so that they can be able to learn from them.A leader in the nursing profession should also be a person who has enough experience in the nursing field. He should be conversant with what happens in the field and daily changes which occur for the benefit of those receiving the nursing services. He should be able to interact with all the people who are under him. An administrator should also be able to seek advice and get suggestions from other administrators from different places whom they hold the same position.Leadership and management should be taken as a collective endeavor and responsibility for every one. It should be shared among all the nursing administration and the nurses themselves regardless of their positions because they have responsibility of correcting the challenging factors in the nursing profession. Good administration of leadership in the nursing profession makes it easier and effective to give good services to those who require nursing services thus preventing risks and illness which may lead to death and achieving and maintaining a better health status for a healthy society. (Sullivan and Decker1997)Reference:Gr ohar M and DiCroce H (2002), Leadership and Management in Nursing, Third edition,Prentice-Hall Upper Saddle RiverRadcliffe M (2000), Doctors & nurses, new game same result. British medical journalSullivan E and Decker J (1997): Effective Leadership & Management in Nursing. Addison Wesley, Menlo Park, CA

Ethnography Proposal Essay

In my ethnography I’m going to study a coffeehouse chain, such as Starbucks. I will be observing as well as socializing in attempt to compare and contrast multiple characteristics one must have to face in working in such an environment. At Starbucks the Baristas must have a genuine upbeat personality to each customer. I would like to study a locally owned coffee house as well to compare the different environments and how one might keep a small business afloat when we have such large chains. I will be observing the interactions that the Barista have with each customer and how he/she will handle that customer. I plan to visit at least two separate coffee houses that are relatively close to one another and will ask several customers from each shop why they chose each coffee house. I will spend about two to three hours at both houses at around the same time of the day. I will be sitting with a notebook to take notes on what I’m observing. I may also include a brief interview with at least one barista, in which i plan to approach with a simple question asking if i could have a moment of their time to answer a few questions about their work environment. Questions will not be intrusive in any i am looking for more generic answers as to how they like working for chain/independent coffee houses. The reason i have chosen to study this group is because i want to figure out how a small business can compete with a large chain such as Starbucks. Everywhere i go i see a Starbucks and most classmates would like to meet at a Starbucks so i can observe the different occasions people come in besides getting a cup of coffee. Also caffeine is the worlds most popular stimulate and four out of every five Americans drink coffee at any given time. Some problems i will face in my research will be timing. When is the best time to come in and observe? How long will i be there for? I tend to notice by experience that coffee shops hit off at certain times of the day and are very empty at others. Where the coffee shop is located will be a factor as well. Some questions i had about my study is, I’m not sure who i should lean my study towards, would it be more difficult to look at customers or at the employers. Also should i be comparing separate coffee houses or just sticking to one?

Persuasive Techniques: John Edwards

Persuasive Techniques The art of persuasion is a feature that can oftentimes, work to one’s advantage. In order to be persuasive, one must use persuasive techniques to convince a reader or listener to one’s viewpoint. Old sermons, such as Jonathan Edwards, â€Å"Sinners in the Hands of An Angry God†, are written to drive home a message or to bring the sinful back to the church. Beth Chapman’s modern speech, â€Å"Stand Up for America Rally Speech†, is proposed to convince Americans to support the troops who are laying down their lives for our freedom.The two authors use the persuasive techniques of repetition, appeal to emotion, through charged words and the appeal to reason, through common sense, in order to influence their listeners and persuade their audience that their viewpoints are correct. In â€Å"Sinners in the Hands of An Angry God† Edwards uses the persuasion technique of repetition. Edwards uses â€Å"†¦The wrath of god†¦Ã¢â‚¬  (110) many times which make the people feel uneasy and scared of their sinful ways.He implies that God is furious with them and has them on the edge of hell. Beth Chapman also uses repetition with â€Å"†¦human shields†¦Ã¢â‚¬  (1). She feels that our troops go to war to fight for our country and celebrities are mentioning that they want to become â€Å"human shields† when they don’t do nothing. She is frustrated that all the â€Å"human shields† are the cops, military and other public authority while celebrities are mentioning that they want to help but they don’t really do anything.Repetition is used to enforce the message and or get to the main point or idea to an issue. A technique that is found in both â€Å"Sinners in the Hands of An Angry God† by Jonathan Edwards and Beth Chapman’s â€Å"Stand Up for America Rally Speech† is emotional appeal. Jonathan Edwards describes â€Å"And now you have an extraordina ry opportunity†¦Ã¢â‚¬  (111) by stating that the people still have a chance to be able to save his or her self and go to heaven.He uses it to make the people in the church uncomfortable and feel guilty about their sinful ways. He stresses that they still have an opportunity to enter into heaven. Beth Chapman uses emotional appeal with this quote â€Å"†¦Fact that this country has been forced into war- innocent people have lost their lives†¦Ã¢â‚¬  (1). Beth Chapman uses this quote to approach the people that soldiers do all the scary, hard work and celebrities mention that they want to serve as human shields.Another persuasive technique that both Jonathan Edwards and Beth Chapman use is analogy. Edwards says â€Å"And your destruction will come like a whirlwind†¦Ã¢â‚¬  (109). He compares your destruction with whirlwinds because whirlwinds are like tornadoes which cause destruction and damage. Beth Chapman also states â€Å"when the USS Cole was bombed, there were no movie stars guarding the ship- where were the human shields then†¦Ã¢â‚¬  (1) Her anger towards the movie stars is that they weren’t their serving as human shields.Analogy is a technique where both Edwards and Chapman who often uses figure of speech for desired emphasis. Jonathan Edwards and Beth Chapman all employ a variety of persuasive techniques in their sermons and speeches. Their goal is to try and convince their listeners to agree with their viewpoint. Whether it is to scare churchgoers into rededicating themselves to God, as in Edward’s sermon, or to stand up for what you are fighting for the messages all produce intense emotional responses from the readers.

Interaction Framework Essay Example | Topics and Well Written Essays - 500 words

Interaction Framework - Essay Example Therefore, the main parts of the Evaluation Action Cycle include perception of the world, interpretation in accordance with expectations, and assessment of goals and intentions. Device assessment means one can select a computing device such as a cell-phone to achieve numerous functions. A cell-phone’s main function is to enhance communication between two users in different geographical zones (Shawn, 2012). Consequently, there’s an urgent need of mapping through geospatial techniques that analyses methods of representing how data moves from one point to another. Additionally, evaluation of geographic datasets will assist in application and other Mobile Geospatial Computing that enables users to perform basic applications and operations (Shawn, 2012). Therefore, when mapping from intention to physical movement on the device, cell-phones remain helpful in geographic zones especially when used by the novice. Used by the novice is often complicated because of inability to understand between system state and their interpretation of that state in the dissemination of data to assist in communication (Shawn, 2012). On the same note, failure to adhere to network and surface analysis means the novice cannot distinguish mapping operations and superseding receptions. Gulf of Execution is vital in interface design because it assists in the representation of diverse perceptions and interpretations of data flow. Therefore, permission of allowable actions and intentions implies that the use of systems at the workplace must follow a particular procedure and channel that eases communication (Federici & Scherer, 2012). Similarly, provision of system or other artefact will broaden the representation that is important in bridging the human-computer interaction. User interface display is equally integral in the steps that include interface, perception, interpretation, and evaluation when

Advantages and Disadvantages Of Assistive Technologies Essay

Advantages and Disadvantages Of Assistive Technologies - Essay Example Such statistical figures and surveys can prove to support the arguments regarding the advantages of the technologies in an effective manner. 4. Brooks, J. G., Brooks, M. G., (1999), In Search of Understanding: The Case for Constructivist Classrooms, Revised Edition, Association for Supervision & Curriculum Development. The authors stated that assistive technologies make the child motivated to learn and acquire education. One reason for such motivation can be the fact that assistive technologies bring the child out of his isolation and makes him participate with his peers at an equal level. This source highlights the degree of inclusion of technology in the modern classrooms and how they benefit the process of learning for all types of children, regular as well as children with disabilities. 5. Amiripour, P., Bijan-zadeh, M. H., Pezeshki, P., Najafi, M. (2011), Effects of assistive technology instruction on increasing motivation and capacity of mathematical problem solving in dyscalcu lia student, Educational Research, Vol. 2(10), pp. 1611-1618. This source also bases the hypothesis of the research study on the increment in motivation level of the child due to the usage of assistive technologies. The research activities of the authors are targeted to specifically evaluate the effect of assistive technologies on possible improvements in the logical skills for mathematics. An experiment was conducted by the authors on a sample of students with learning disabilities and the results showed that the assistive technologies motivated the children to learn more and improved their mathematics skills to a great extent. 6. Castellani, J., Jeffs, T. (2001), Emerging Reading and Writing Strategies Using Technology, Teaching Exceptional Children, Vol. 33, No. 5, pp. 60-67. This... This article demonstrates different authors who have been studied different aspects of assistive technologies. Mulligan, S. A. points out the benefits of assistive technologies in terms of increased level of participation by the children with disabilities and increased level of interaction with the peers. It also explains some of the issues that are often witnessed in the process of adopting a suitable technology. The work â€Å"Study of Assistive Technology and California Community College Students with Learning Disabilities† by Krull, M. includes discussion regarding several studies and surveys that have been conducted with the aim of evaluating the effect of the usage of assistive technologies on the level of comprehension and learning pace of the children. The author also conducts a study with the aim of evaluating the effects on the basis of academic performance of the child. Such statistical figures and surveys can prove to support the arguments regarding the advantages of the technologies in an effective manner. â€Å"Family Guide to Assistive Technology† explains the concept of assistive technologies and accommodation; as well as explains the different types of assistive technologies that are available for the children. It enlists some important factors that are offered by assistive technologies to facilitate the learning process of a child; mobility, visual aids, augmented communication, social interaction and recreation, self care etc. All of these factors result in better academic performance for the child.

Long essay question 2 Coursework Example | Topics and Well Written Essays - 250 words

Long essay question 2 - Coursework Example He believes there are real truths. Real truth is the same as an absolute truth. If there are moral ideas that are truer than that of the next, then it is a real morality thus a real truth (Willard 5). Willard says truth depends on what someone believes. If someone tells you the truth according to what he or she believes, then that is the real truth. Relativism follows natural law according to Richard Dawkins. Dawkins believes we face an equal but more sinister challenge when it comes to addressing the truth. He believes cultural relativism from the view that scientific truth is just one kind of truth. Dawkins says the truth about scientific discoveries is an absolute truth and not just relative to the people that believe in it (Dawkins 406). Tim Keller says the objection to Christianity is because of the mistakes concerning nature of truth, community, and Christianity. Keller believes the truth in freedom. He preaches love of God for human beings as absolute (Keller 48). The Bible holds the absolute truth about God and ways humans should relate to one another and

Personal statement for admission Essay Example | Topics and Well Written Essays - 250 words

Personal statement for admission - Essay Example I have always been interested in finance and made some of my college money trading on futures stock and the forex market. I interned at a family owned home appliance business and was able to observe some of the aspects covered in quantitative finance. On graduation from college, I was employed by HSBC private bank, working there for four great years. I believe my appreciation for Quantitative Finance was cemented there, as I was able to observe multi-national organizations and their take on finance derivatives. However, although I enjoyed corporate finance, financial engineering remained my passion. My best friend and I, therefore, left the bank mid last year to start a privately owned company, VevoTrader. I believe I have acquired sufficient experience as a professional to enroll for a master’s degree that hones my quantitative skills. With academic qualifications analysis, calculus and linear algebra, as well as experience in linear and differential algebra, C++ programming, and statistics, I believe this is the only logical step. I hope to get exposure to best practices and current techniques, and a derivatives market theory expert to push our company forward. My partner and I have been unsatisfied with the extent of derivative instrument use in Hong Kong. The current system is almost a copy of the US one, despite the differences in law regimes. We also took issue with the number of experts to work within the HK derivatives market. In fact, no university offers quantitative financial engineering at master’s or Ph.D. level. This is one of the reasons why I have applied for the program at Stanford University. I also would love to be accepted at Stanford for the internship, faculty, and especially the curriculum. From my research, I found that the curriculum offers broad mathematical studies that should be of much use to my prospective clients. I believe the curriculum offers me the opportunity

Defining and Assessing Modern CSR Essay Example | Topics and Well Written Essays - 750 words

Defining and Assessing Modern CSR - Essay Example Ethical responsibility means the delivery treatment to the stakeholders in a manner that society previously prescribed as acceptable. All companies, especially the Oil Sands Development Corporation, must comply with Canada’s prescribed corporate social responsibility provisions. Further, the entities’ social responsibility is divided in two major areas. One area is economic in nature. The business entities’ survival is grounded on generating revenues. The revenues must be high enough to generate net profits. If the company does not generate a net profit in the current or future accounting period, there is high probability that the entities may file for bankruptcy. The usual step for a bankrupt company is to close shop. Next, another major area of the entities’ social responsibility is environmental responsibility (Hopkins, 2012). The nation compulsorily requires all companies to implement all environmental protection law provisions. The companies must not pollute the environment. The entities should never pollute the waters of our plants (rivers, lakes, and oceans). In addition, the entities should not pollute the air. The factories must build high smoke stacks to reduce polluting the community air. Further, one environment-friendly news report divulged one Canadian company’s blatant violation of its corporate social responsibility (Wingrove, 2013). Wingrove observed the Oil Sands Development Company’s business activities continue to pollute the nearby Alberta lakes. The Canadian government reiterated that Canadian companies can set up their business to generate profits. However, the Canadian government reiterates all locally set up companies should not violate any of Canada’s environmental protection statutes. The continuing pollution of the nearby Alberta lakes will snap out the life of the current and future marine life. The marine life includes the fishes and other

Supply Chain Integration Essay Example | Topics and Well Written Essays - 3750 words

Supply Chain Integration - Essay Example The study "Supply Chain Integration" will help to understand than the coordination of information for the common benefit of businesses in the supply chain is more effectively accomplished via the internet. The internet in supply chain integration is important for the sharing of information relative to supply and demand in a more timely manner and as such signifies the significance that information and knowledge have in the creation of â€Å"value†. It is useful for efficiently facilitating the means for adopting â€Å"an integrated approach throughout the supply chain† and allows for the more effective balancing of â€Å"autonomy and control† among the individual supply chain partners. GE’s online business network is indicative of the significance of using the internet for integrating supply chain management. GE’s online trading process is a significant improvement on the prior process which involves prolonged â€Å"labor intensive contract biding and award processes†. By using the internet, businesses are able to reach out to new markets by providing reduced costs for entrants, less â€Å"complexity with more flexibility† and more importantly offer a far more efficient method for doing business. Another development in international business behavior necessitating integrating the supply chain via the internet and via tB2B is the tendency to outsource and the formation of tactical partnerships among industries. The internet provides a forum by which supply chain integration is accomplished at minimal cost with optimal success.... The internet in supply chain integration is important for the sharing of information relative to supply and demand in a more timely manner and as such signifies the significance that information and knowledge has in the creation of â€Å"value† (Graham & Hardaker, 2000, p. 287). Graham and Hardaker (2000) maintain that the internet is useful for efficiently facilitating the means for adopting â€Å"an integrated approach throughout the supply chain† and allows for the more effective balancing of â€Å"autonomy and control† among the individual supply chain partners (p. 287). GE’s online business network is indicative of the significance of using the internet for integrating supply chain management (Graham & Hardaker, 2000). GE maintains an online trading process network which facilitates the transaction of approximately US$1 billion in business among over 1,400 suppliers located around the world. GE’s online trading process is a significant improvem ent on the prior process which involves prolonged â€Å"labour intensive contract biding and award processes† (Graham & Hardaker, 2000, p. 287). By using the internet, businesses are able to reach out to new markets by providing reduced costs for entrants, less â€Å"complexity with more flexibility† and more importantly offer a far more efficient method for doing business (Graham & Hardaker, 2000, p. 287). Another development in international business behaviour necessitating integrating the supply chain via the internet and via tB2B is the tendency to outsource and the formation of tactical partnerships among industries. These kinds of developments obviate the need for information and

Lavender.The Side Effects of Using Lavender Essay Example for Free

Lavender.The Side Effects of Using Lavender Essay Lavender Introduction Therapeutic Use:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   For quite a long time, lavender has been used as an antiseptic and for mental health purposes. In the recent world, lavender is used as a traditional medication for ailments like anxiety, insomnia,restlessness, headache,depression, upset stomach, hair  loss among many others defects within the body of the human beings.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   In most cases, Lavender is always used as anaromatherapy. This is a condition in which the scent of the essential oil from the flower is inhaled. Apart from inhaling the essential oil, it can also be diluted with another oil then it is applied to the skin. The dried lavender flowers are at times used to prepare tea. Theliquid extracts can then be taken through themouth (Blumenthal, Goldberg Brinckman, 2000). The Side Effects of Using Lavender   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The use of the diluted lavender oil or simply using lavender as an aromatherapy is in most cases considered safe for most adults. The disadvantage of this however is that applying lavender oil to the skin can at times cause irritation. Some reports have also been recorded that use of lavender can also cause the boys to develop breasts.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Lavender oil is poisonous when taken through the mouth.When the tea made from its extracts are taken by mouth, they can cause headache, constipation as well aschanges in appetite   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Using lavender as a sedative medicine may lead to increase in  drowsiness. Scientific Evidence That Show Efficacy for Any of the Therapeutic Uses   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   There is very little scientific proof to show lavenders effectiveness in tackling health related issues.Several studies done on lavender for anxiety show different results that cannot be relied upon. Preliminary results of the study shows thatlavender oil when mixed with oils from other herbs, may help reduce hair loss. This condition is known asAlopecia  areata(Henly, Lipson Korach, 2007). References Henley D.V, Lipson N, Korach K.S (2007). Prepubertal gynecomastia linked to lavender and tea tree oils.New England Journal of Medicine.  356(5), 479–485. Lavender. (2009). Natural Medicines Comprehensive Database. Retrieved from http www.naturaldatabase.comLavender (Lavandula angustifolia) Miller. (2009). Natural Standard Database. Retrieved from http://www.naturalstandard.com. Blumenthal M, Goldberg A. Brinckman J. (2000). Lavender flower. In:Herbal Medicine: Expanded Commission E Monographs. Newton, MA: Lippincott Williams Wilkins. Source document

Advertisements on YouTube

Advertisements on YouTube How YouTube TV Could Help Google Finally Crack the TV Ad Marketby Mike Shields (2017, March 1) Advertising is an imaginative and fast-moving industry that utilisations different media outlets to inspire individuals to purchase products and services and change their mentalities, reaches and motivate massive audiences. This industrys growth increases rapidly because of the changing social patterns and economic liberalisation that are happening today. The most recent couple of years have seen a noteworthy move in the advertising business, with billions of dollars that once streamed into TV ads being moved to the world of online video. YouTube has been among the greatest winners of this change, which is being driven to a limited extent by viewers who progressively pick far from broadcast television companies and costly cable packages. Furthermore, a streaming TV service will be soon offered by YouTube for individuals who would prefer not to pay for a traditional cable. In this essay, I am going to analyse an article How YouTube TV Could Help Google Finally Crack the TV Ad Market w hich was written by Mike Shields (2017) andÂÂ   how a new launched YouTube TV will open even bigger possibilities for advertisers of both persuasive and informative mechanisms by using economic approach of advertising. Advertising can address particular sections by highlighting an association between their identity to the item and the brand. The most recent couple of years have seen a noteworthy move in the advertising business, with billions of dollars that once streamed into TV ads being moved to the universe of online video. YouTube has been among the biggest winners of this transformation, which is being driven in part by viewers who increasingly opt away from broadcast television networks and expensive cable packages. About 40 percent of millennial households rely on just an internet connection for entertainment.(V. Piana, 2005) The major advantages of YouTube launching a TV will be that advertisers will easily reach the younger audience, one of the most valuable and important consumers, as the price of the TV package will be affordable $35 per month for 40-plus channels and youth will be able to access it on their smartphones, and computers live and on demand which is a huge advantage as the y do not to watch anything in the traditional setting. The Google-owned video company will offer channels as CBS, ABC, NBC, ESPN etc. By appealing bigger audience, the YouTube TV would increase the number of people watching the commercials; therefore the companies which advertise their products would receive higher revenues, build loyalty and increase referrals. It would lead the businesses to get a decent chance of catching a market share. They would let the buying client realise that they are keeping up a powerful effort to stay indispensable in the marketplace. It also would build a reputation with the customer. The principle effects of advertising is in sale volumes and a product differentiation, by decreasing the relative level of substitution, so to sustain an excellent price over the competitors, which will ensure genuinely high margin on costs, leading to high benefits. Within an industry, firms will differ in the volume of sales and the geographic territory in which they sell. (D. G. Tuerck, 1978) It is really important for commercial firms to find a right advertising strategy in order to be noticed. Even consumer preferences changes over time and they are not usually aware of that as they have vague feelings and intuitions, aspirations. Marketing procedures can fluctuate in the broadness of the product line offered, the number of various brand names attached to things in the line, the rate of new brand presentation, the cost and quality levels of the items, and various different measurements; therefore, segmentation and targeting play significant roles in advertising industry. Withou t a right choice of target market firms would not be able to sell their goods and services. In order to achieve the best outcome businesses instead of trying to serve everyone, need to identify the most attractive parts of the market that they could effectively serve. Markets differ in age, income, preferences, academic ability, geographic location and other characteristics. Furthermore, to analyse current sales, growth rates and expected profitability for various segments. Consider effects of: competitors, availability of substitute products and, the power of buyersÂÂ   and suppliers. As mentioned in the article, different households and viewers could receive different ads based on their shopping history or whats going on in the world at a given moment (M. Shields, 2017); it means that if the firms will be able to target the right audience, they will attract more customers by advertising as better targeted advertising will be developed which is a huge benefit for both customer s not to be annoyed by not interesting ads; and advertisers avoid unsatisfied customer reviews. Advertising interfaces a good to a need, proposing that by consuming the good the need will be satisfied. A typical technique is to interface the product or service to the most fundamental and all-inclusive needs, while without promoting the good would be considered to be a much smaller application and utility. In fact numerous advertisements guarantee happiness to the purchaser, much exaggerating the sensible impact of the product. Moreover, it has been contended that promoting revives latent need or even makes new needs, which prior were not felt. In this manner, promoting tend to raise a whole class of items to higher positioning as far as of perceived needs. In any case, buyers limited rationality, for the most part, confines the number of brands that are remembered in relationship to a class. At the point when asked to name brands from a specific classification (e.g. soft drinks), the customer will immediately reply with the most publicised known brands he knows about, for ins tance: Coca-Cola, Pepsi. YouTube TV will create a huge possibility for less-known brands to increase their popularity as Google may have access to about two minutes of commercial time each hour to sell to advertisers on the cable networks featured in the service.(M. Shields, 2017) During that period of time even smaller brands will be able to reach their potential customers, show products and service for the people who will be interested in that particular area. Consumer preferences are not given but change over time and the bundle of goods that consumers buy does not remain constant but changes radically in composition.(Lees, 1967) One of the basic factors in tis position is the increasing real income of buyers as individuals get better off if they do not just spend more on products that they are already purchasing but consistently redistribute their growing salary over another pattern of expenditure. New items are presented, so customers require information and are ready to pay for it. However, the new launched YouTube TV will create some major difficulties for the cable television. We are entering another period of TV where the conveyance is being downgraded and new models for programming are starting to implement. We are moving toward a tipping point where what we used to call television is transforming into something else at the moment. Cable suppliers, on the off chance that they will try to survive, should improve their plans of action e.g. make their business model look more innovative to attract more people. So that, the advertising firms will be rather advertising where the major population invest their money in. As Google tries to break into the in-home and television advertising market and if the advertising will be profitable on YouTube TV then it will definitely steal a huge market share from the competitors. YouTube, which earns the majority of its revenue from advertising, is forecast to generate over $7bn in sales worldwide in 2017, according to rese arch group eMarketer. (H. Kutchler, 2017) Within the article M. Shields (2017) commented that Mr. Ferber believes that if Google would lower the products subscription rate, it might steal the market share from its competitors, e.g. MVPD (Multichannel Video Programming Distributor). As a consequence of that, YouTube might become the biggest advertising market by overwhelming the traditional TV. According to B. Chaplin and B. Sturgess heavy expenditure of promotion is resulting in bigger concentration in markets. (1981) It means that a shift in the TV from linear feeds to streams would lead to a better development in technology and innovation. And this shift would lead to a higher level of advertising which has a positive cost to society. Bibliography Alba, D. (2017). Google Takes on Cable With YouTube TV-40 Channels for $35. [online] WIRED. Available at: https://www.wired.com/2017/02/youtube-tv-skinny-bundle/ [Last accessed 20 March, 2017]. Chiplin, B. and Sturgess, B. (1981). Economics of advertising. London: Holt, Rinehart and Winston. pp. 104. Economicswebinstitute.org. (2017). Advertising a key concept in Economics and Management. [online] Available at: http://www.economicswebinstitute.org/glossary/advertising.htm#con [Last accessed 1 March, 2017]. Ft.com. (2017). YouTube to launch cable TV package aimed at younger audience. [online] Available at: https://www.ft.com/content/cf3a9d16-fe06-11e6-8d8e-a5e3738f9ae4 [Last accessed 10 March, 2017]. Lees, D. (1967). The economics of advertising. 1st ed. London: The Advertising Association, pp.71. Shields, M. (2017). How YouTube TV Could Help Google Finally Crack the TV Ad Market. [online] WSJ. Available at: https://www.wsj.com/articles/how-youtube-tv-could-help-google-finally-crack-the-tv-ad-market-1488409018 [Last accessed 20 March, 2017]. Tuerck, D. (1978). Issues in Advertising. 1st ed. Washington: American Enterprise Institute for Public Policy Research, pp. 99.

Time Management: History and Concepts

Time Management: History and Concepts WARMING UP TO THE CONCEPT OF TIME Now go on and enjoy yourself, dance to your hearts content and win the Princes heart. But remember, you have to be back before the clock strikes twelve at midnight. We all are familiar with the words of the Fairy God Mother in the evergreen fairy tale Cinderella. Its these words that probably made us aware-for the first time in our lives-of the value of time. We all sympathized with Cinderella when all her splendid gown and other finery turned to rags at the stroke of midnight. Our first acquaintance with the villainous Time! But then, is time such a villain, who should always be painted in black? We have heard the proverb that says there are no wounds that time cannot heal. Here of course we get the image of a wizened old woman who comes hobbling up to us with a pitcher full of balm and gentle fingers that soothe away all our pains and sorrows. But thats enough! This project was not made to sing the praises of time. There is no need of the romance of Cinderella or the soothing finger of an old lady when we are talking about time. And do you know why? Its because we do not have the time for it. We are going to try and understand time in its many faces. No, I was not referring to the faces of watches or clocks. I was referring to the many meanings that time has. Oh yes it does! You thought that time meant the same to everyone. Well think again; or maybe you could try to explain the logic behind the following cases. Picture a farmer who plants a sapling of a tree that would probably take ten to twelve years to reach the stage when it would start to bear fruit, by then the farmer would in likelihood be under the soil himself. Picture a jailbird in bird counting on the bars of his cell waiting for the seconds, minutes, and hours, days, weeks, months and years to go by before he can be free again. Now picture a young couple madly in love with each other cherishing the few minutes they get to spend with each other every day, cursing time because it flies so fast when they are together and never the other way round. So what does time mean to you? When was the last time that you realized the value of time? The answer is probably the last time you watched one of those Bollywood thrillers in which the hero is driving a car in which a time-bomb has been planted and the hero is unaware of this. But we being the getting-to-see-it-all audience watch with bated breath as the tiny needle of the timer ticks towards the point at which the explosion is sure to occur. But just before that, the hero hits the brakes screeches to a halt to avoid hitting that old lady crossing the road. And when he jumps out to help her cross the road the needle reaches the point and the bomb is exploded. And our hero is safe. Its funny how the hero always escapes without a scratch in these movies. But I expect thats why they call them heroes. Now we are really transgressing arent we? So back to our subject that is Time Management. Do you know what is interesting about the concept of Time? It is absolutely uncontrollable. Personally I believe that there is something very humbling about this concept. Just imagine a man with all his power is just like a helpless babe before time. There it is Time stands tall and strong before man and man remains vulnerable and weak before it. Man, the big strong man who tamed rivers and seas, who reached out to the skies and beyond, who harnessed wind and water and dug up the bowels of the earth is but a worm before Time. The best he can do to win the battle against time is die is hair and use some anti-wrinkle cream on his face. In fact, the closest that man has got towards conquering time is those many history books that have been penned; they are of course chronicles of events that happened long ago and that is certainly not much to boast about. And so now we come to our subject that is time management because after all the illustrations given above, I hope that I have made one point clear, that is that Time cannot be controlled, it can only be managed. And that is what we are going to do. We are going to learn the art of time management. I dont want you to have an air of helplessness. You might begin to feel that if the battle cannot be won, then what is point in putting up a struggle? Ah, but there you are missing out on a very important point. In all the illustrations that I used above, I was referring to man in general and not to one particular Tom, Dick or Harry. So you can see that this aspect of time is applicable to every human being and there is no running away from it. Every person has only twenty four hours in a day and no force on earth can alter that. So in order to get the cutting edge what you have to do is to be able to manage your time in the most effective way possible. And that is what Time management is all about. Its about managing your time effectively and if I may I would like to add the word efficiently too. Now, when we talk about our resources, everyone knows that we are referring to the resources like fossil fuels, forests, mineral wealth, and water bodies and so on. But surprisingly time is never included in this list. When we talk about non-renewable resources, fossil fuels like coal, petroleum and natural gas top the list. But what about time? A point that most people tend to forget is that time is the most valuable resource that we have, and time once lost, is lost forever. We can think about alternate sources of energy for fossil fuels like electricity, fuel cells, solar energy and the research goes on. But is there any alternative for time that is lost. Again I stress on the point that time once lost, is lost forever. And hence we have the proverb, time and tide waits for no man. HISTORY OF TIME MANAGEMENT The idea of time management has been in existence for more than 100 years. Unfortunately, the term time management creates a false impression of what a person is able to do. Time can neither be managed, nor controlled. We can only manage ourselves and our use of time. History of time management dates back to the 6th century AD with the St. Benedictine Monks who emphasized and encouraged scheduled activities at all times. The concept of time efficiency was introduced by Scottish Economist Adam Smith who developed an assembly line system for factory workers. Benjamin Franklin is considered by many to be the father of modern time management. He mostly emphasized on the effective use of time. Franklin carried around a little black book wherever he went, and within it, he wrote about his thirteen virtues. Each night he would reflect upon the days activities to judge whether he had lived up to these core values. These values were as follows: Temperance Silence Order Resolution Frugality Industry Sincerity Justice Moderation Cleanliness Tranquility Chastity Humility UNDERSTANDING TIME MANAGEMENT We all have time to either spend or waste and it is our decision what to do with it. But once passed, it is gone forever. Bruce Lee (Zen in the Martial Arts by Joe Hyams) Every individual on earth has the same amount of time 60 seconds in a minute; 60 minutes in an hour; 1,440 minutes in a day; and 525,600 minutes in a year. While a vast majority of people confesses faltering to come to grips with it, extremely few can claim to have made the most of it. How is it that they have got it all done? Its because they have managed a way to figure out how to manage their time effectively. Time Management is more than just managing time. It is about controlling the use of the most valuable and undervalued resource. It is managing oneself in relation to time. It is setting priorities and taking charge of the situation and time utilization. It means changing those habits or activities that cause waste of time. It is being willing to adopt habits and methods to make maximum use of time. With good time management skills one is in control of ones time, stress and energy levels. One can maintain balance between ones work and personal life. One finds enough flexibility to respond to surprises or new opportunities. It is not how much time one has, but rather the way one uses it. The bottom line is how well one manages time. Internationally known authority on time management Dr. Alec Mackenzie in his book The Time Trap argues that the very idea of time management is a misnomer because one really cannot manage time in the way other resources can be managed: financial capital, physical capital, human capital, information and time. While each of the first four can be augmented, reduced, transferred or otherwise controlled, Time cannot be manipulated. Dr. Mackenzie contends that when it comes to time, one can only manage oneself in relation to it. One cannot control time as one can control other resources one can only control how one uses it. In the world in which we live, time cannot be replaced or re-created. It is therefore not for us to choose whether we spend or save time but to choose only how we spend it. MISCONCEPTIONS ABOUT TIME There are several misconceptions which we all have about time. They affect everyone including those persons who may be considered quite successful and effective. Here are some of the misconceptions identified by Dr. Mackenzie:  · Time management is simple all it requires is common sense. While it is true that the concept is simple, the self-discipline required to practice effective time management is not easy.  · Work is best performed under pressure. Psychological studies show this to be no more than an excuse for procrastination. One does not work well under pressure only does the best one can under the circumstances. Pressure and challenge must not be confused. Laras performance when the West Indies Team is in trouble has more to do with application and determination rather than pressure.  · I use a diary, a to-do list and have a secretary to keep me organized. One has to keep oneself organized no one can do it for others. The trouble with the disorganized person is that he hardly has time to listen to his secretary or look at his diary.  · I do not have the time. The effective worker or manager often gets more work done in the earlier hours of the morning than most laggards get done in the whole day. He then no longer has to work against tight deadlines and under stress which contributes to heart problems and not unusually the ultimate reduction of time on this earth.  · Time management might be good for some kinds of work but my job is creative. Time management is not about routine: it is about self-discipline. Lack of discipline prevents one from being great instead of simply good. Time management takes away the fun and freedom of spontaneity. Is working under stress, forgetting appointments, making constant excuses and apologies to be fun? Would it not be much more fun if by better organization one had one or two more hours every day to spend with the family, to play games, read a good book, plan for tomorrow and the day and week after or just relax? WHY IS TIME MANAGEMENT SO IMPORTANT? Time management is a common problem faced by most of us. Oftentimes, when you are swarmed with multiple tasks at once, it becomes extremely difficult to identify which ones you must complete first. Too often, people eat up what is supposed to be their free time to be able to accomplish all pending tasks in time. It takes a considerate amount of skill in order to manage your time properly. If you are one of these people, you are usually able to control your time efficiently that you can even finish tasks ahead of time. Lets try to analyze the importance of Time Management in different fields. Time Management in School/College: Due to more freedom merited to college students, it can become quite challenging for new (freshman) students to cope with time management. The liberty to choose your own schedule readily creates a false notion that they can do whatever they want. On the other hand, it reflects ones priorities and how you are able to properly appropriate them into your schedule. With lack of proper time management, a student will have trouble coping up with deadlines set by professors. Most students would tend to slack off during vacant hours that they end up accomplishing nothing. If a student has prepared his or her own list of work for the day, he or she will be able to properly allocate the time spent for extracurricular activities and assignments. Time Management at Work: When it comes to your job, proper usage of your time is more particular. This is because you are paid for the hours of service you render to the firm. Hence, companies will try to ensure that each hour you spend at the office is utilized effectively for work. Despite of this, employees still seek out ways to have a break. If time is not properly managed, employees could easily eat up more time for their breaks than what is actually spent on actual work. Hence, the company ends up requiring the employee to do overtime work just to finish a project. If the overtime rendered is reflected on your paycheck, then good for you. But if not, then you reap the unpleasant effects of poor time management. SYMPTOMS OF POOR TIME MANAGEMENT Poor time management shows up by way of one or a combination of typical perceptible symptoms. Managers would do well to look for and reflect on whether they are subject to any of those symptoms with a view to take necessary corrective actions. The following are some of the indicators of poor time management: Constant rushing (e.g. between meetings or tasks) Frequent delays (e.g. in attending meetings, meeting deadlines) Low productivity, energy and motivation (e.g. I cant seem to get worked up about anything) Frustration (e.g. Oh, things just dont move ahead) Impatience (e.g. where the hell is that information Ive asked him for?) Chronic vacillation between alternatives (e.g. whichever option I choose it is going to put me at a big disadvantage. I dont know which way to jump) Difficulty setting and achieving goals (e.g. Im not sure what is expected of me) WHERE DOES ALL THE TIME GO? It is quite surprising when you sit and think about where all the time in one day goes. Twenty four hours is really a lot of time. But on most days it scarcely seems enough. But this is because of certain misconceptions about time. Let us proceed to carefully examine where all that time goes and find out if twenty four hours really is. For that I have listed out certain points which will help you to get a realistic view about how much time you really have in a day. Point 1 We do not really get twenty four hours in a day. Maybe its because we always talk about the twenty four hours in a day, we get the feeling that we really do have twenty four hours to finish our daily business and the fact is that we do not. Assuming that you hit the sack at least by twelve in the night and taking for granted the fact that you need at least seven hours of sleep; let me fix your waking time at seven in the morning. That means that you have already lost seven hours, which we can deduct from twenty four, giving us only seventeen waking hours. Waking hours does not mean the hours you take to wakeup but the hours that you are awake. So let us get that straight, we have only 17 hours in a day. Now if you think that all those seventeen hours can be used for productive work, you are wrong again. For this come to the next point. Point 2 The seventeen waking hours cannot be used completely for productive work. There are many things that a human being should do in order to continue to live like a human being and some of these things do take up a lot of time. Now the following list that I have drawn up is sure to vary from person to person. But I have taken the times for each action on what I felt to e reasonable times as far as any normal human being is concerned. Taking a shower. Most of us take a shower at least once in a day and the time I think we can put down for that is ten minutes. For those of you cleaner ones who shower twice a day put that as twenty minutes. Answering the call of nature Oh yes, we are all very cultured people who have the best of manners and upbringing. We dress ourselves properly and conduct ourselves with the utmost poise. But there are several times in a day when we have to go back to nature and summing up all those things we do in the bath room I think a good half hour should be enough. Getting ready and tidying ourselves When we move about in society definitely we have to look our best and adding up all the minutes that we spend in front of that mirror, we get another ten minutes. For some people of course, this figure comes up to half an hour. But I think ten minutes is good enough. Eating We need to eat to live and though I accept the fact that people have different eating habits and times, I think that and Im sure doctors will agree with me that a person needs three meals a day and should take at least ten minutes to ingest a meal and not just gobble it down. So that makes it 30 minutes for food. Time to relax Please do not raise an argument now. I promise to deal with this bit later on. But right now I would like to put down one hour as the time to relax, and this includes the time that you get to yourself for prayer or meditation or just to stare out of your window or perhaps the few extra minutes that you spend in your bed after waking up, waiting for the last traces of sleep to go away. Time with family and friends Please we are human beings, arent we? And we certainly cannot get along with our business of life without chatting a few minutes every now and then with our friends and the family too. So with your permission, I would like to deduct another hour from your waking time. So now what do we have left? We started off with 17 hours of waking time. And we proceed to add up all the time that we accounted for in the above mentioned points; let us see how much time we have left for productive work provided we still want to exist as human beings. The activities mentioned above would take when put together a good three hours and twenty minutes. That is 3 hours and 20 minutes. I put it down in both numerals and words so that you can get a real taste of the figure. Now if we proceed to subtract this figure from our 17 hours of waking time, what do we get? We are left with just thirteen hours forty minutes. In figures that is 13 hours 40 minutes. And that is a fact. That is all that we get. So from now on dont you think that it would be more realistic to say that we have just thirteen hours and forty minutes to accomplish a days work and not twenty-four hours. For if we continue to believe that we have twenty four hours, and then we are in effect deceiving ourselves. But wait there is more to this story than meets the eye. These crucial hours that we have painstakingly added up are not really put to constructive use. There are certain things called time waster which you have to look out for and that is what we are going to deal w ithin our next chapter. Time Killers Till now, we have been harping about how valuable time is and how time lost is time lost forever and so on. But now we come to a strange concept and that is Time Killers. The very word sound like sacrilege doesnt it? How can one talk about killing such a valuable resource. But thats the way the story goes. Thee are a lot of time killers in this world and what you have to do is that you have to identify these time killers, look out for them and stay wary of tem. Only then can you put your available time to the maximum possible use. The time killers that I have listed below are more or less general. They are things that most of us encounter. But apart from these, each one of us may have unique time killers that are particular to our style of living and way of work. Be smart and identify these killers. When I talk about killers, do not get the impression of masked men lurking in shadows brandishing guns and knives. The killers that I am referring to are quite ordinary every day things that we see and use in our lives but often do not realize how much of our time they take away. Seven terrible Time Killers Telephone calls Chatter boxes Traffic jams Finding parking spaces Meetings Bad machinery Long queues The list could of course go on. But before we keep adding to the list, I would like to elaborate on certain of the items listed above. How to handle Time Killers †¢ The funny thing about telephone calls is that these instruments are indeed great time savers. In fact the amount of time that people get to save thanks to telephones is stupendous. The problem arises when telephones are not used properly. Most people do not understand and even if they do they forget that telephones are not to be used for lengthy conversations. For one thing, another person may be trying to reach you and there is nothing as exasperating as trying to reach a person over the telephone and being confronted with a busy tone. So the first thing about a telephone conversation is that it should be brief. Another thing about telephones is that most people do not know how to use a telephone properly. In stead of immediately identifying themselves and asking directly for the person they want, some people go on playing a lot of who is speaking games once they make a call or answer the telephone. Now coming to mobile phones there is a lot to be said and done. What should be done is turn off your cell phone when you are having a conversation or a discussion with more than one person. As soon as you get a call, you may ask the people you were talking to excuse yourself but you leave them waiting while you chuckle and giggle over your phone. Often we tend to give ore importance to the caller than to the person we were having the discussion with. Again the same rule applies here. Be brief. A mobile phone is to be used to get an important message across to a person who you were not able to reach on the land line. * The next point is about those chatter boxes. Havent we all met them? They simply love the sound of their own voices and once they open their mouths, there is no stopping them. They waste not only your time but their time as well. Steer clear of such people. Believe me, it is much easier to avoid such people than to tell them to shut up and if you get a telephone call from such a person, use a caller ID facility or ask your secretary to divert the call.  · Traffic jams and finding parking spaces. Any one who has lived in the city for at least a day will know what I am talking about. There is no getting past a traffic jam at the rush hour. And will someone tell me whit is called the rush hour when that is the time when the traffic is the slowest. The only thing you can do is anticipate the traffic jam and leave your home a half hour or one hour early. But that does not really keep the time killer at bay. It just helps you to avoid being late. In this respect you have two options. Either you could find something constructive to do while you wait for the traffic to move along or the traffic light to change or a better option would be to take subway and walk the rest of the way. You can get a long a lot faster on your feet and it is a lot better for your health as well. By doing so, you can also get rid of the headache of finding a parking space.  · Not surprisingly lengthy meetings and discussions can prove to be awful time killers particularly if the meeting does not have a clear agenda and if there are people who love top talk among the group. It has been found that most middle and senior level mangers spend nearly 70% of their work time talking. And in most organizations, parleying has been made into a fine art. * Bad machinery is a time waster. How many of us have wanted to sit and scream and bang the daylights out of a pc that does not give us the required data or information. A computer that takes a long time to start up, a photocopier that gives shamefully faint photocopies, even a leaky faucet or a stubborn drawer or door knob can waste a lot of time and send us up the wall. If you have such equipment or machinery, get it changed at the earliest possible date. It is worth the amount of time and energy that you waste on it every day. * Long queues certainly waste a lot of time. That does not mean that you have to jump the queue. If you can get the job done over the telephone or can reserve your ticket in advance, do it, even if it means a few extra dollars, it is worth the time you may have to spend waiting. Apart from these each person may have particular time wasters, like for instance, a car that refuses to start in the morning, difficult hair that insists on looking like Medusas head on a bad snake day, an elevator that takes forever to reach your floor. Use your common sense and try to find alternate methods or even better, if you cannot find an alternate method, you could put the time to some use like read your morning paper in the elevator. You will get a better idea of how to get over time killers once we handle the section called the time savers. Lining Up Your Ducks: Prioritize! Lining up your ducks is a familiar and charming phrase. It derives from the tendency of baby ducklings to swim in a perfectly straight line behind their mother. If the ducklings begin to stray too far, the mother duck will invariably shepherd them back into line—thus, getting her ducks in a row. The application of this phrase to time management is clear. If you deal with things in a logical, orderly sequence, youre sure to bring efficiency and results to your efforts. When your ducks begin to stray too far afield, danger is lurking—for them and for you. Lets face it. 24 hours in a day is not enough time for many people to do everything in their schedule. It is therefore imperative that people perform their activities in the order of priority. Time management experts like Stephen Covey S R (The Seven Habits of Highly Effective People; Simon Schuster) have developed a model called a time management matrix. This model enables managers to prioritize their activities and use their time more effectively. With the help of the model, they can evaluate their activities in terms of importance and urgency. The art of prioritizing covers 4 major task groups: Important and Urgent Not Important but Urgent Not Urgent but Important Not Important and Not Urgent TIME MANAGEMENT MATRIX Important and Urgent Quadrant 1 represents things which are both urgent and important labeled firefighting. The activities need to be dealt with immediately, and they are important. These tasks are the ones that must be done right away, or consequences may result. An example would be bills that are due today. If you dont pay your bills on time, you would incur additional charges or they might cut off their services to you. Activities belonging to this category need to be acted upon without delay. You should give them the highest priority. Important but Not Urgent Quadrant 2 represents things which are important, but not urgent labelled Quality Time. Although the activities here are important, and contribute to achieving the goals and priorities they do not have to be done right now. As a result, they can be scheduled when they can be given quality thought to them. A good example would be the preparation of an important talk, or mentoring a key individual. Prayer time, family time and personal relaxation/recreation are also part of Quadrant 2. Urgent but Not Important Quadrant 3 represents distractions. They must be dealt with right now, but frankly, are not important. For example, when a person answers an unwanted phone call, he/she has had to interrupt whatever he/she is doing to answer it. Not Important and Not Urgent Quadrant 4 represents Time Wasting. You might think activities in this section are not worth peoples time, so they wont engage in these activities much. You would be surprised to know that people spend most of their time doing things that are both unimportant and non-urgent, such as watching TV and movies, playing video games, senseless chatting for hours on the phone, shopping for new clothes, etc. Of course, it is essential for people to relax and unwind once in a while. All work and no play makes Jack a dull boy, as they say. But you should be strict in limiting your time for these activities; that is, if you really want to accomplish a lot in your life. Treat activities belonging to this section with the lowest priority. If you really want to succeed, strictly limit your time in doing these activities or dont do them at all. Focus on those that will bring you fruitful results. Numbered Priority Tactic Heres one of the most powerful techniques that you can use to manage your time efficiently the Numbered Priority Tactic. Buy a very small notebook that you can put in your pocket. You should be able to bring it anywhere you go. At the front page of the notebook, put the title: Important and Urgent. At the back page, put the title: Important but Not Urgent. If an idea or event you encounter is Urgent but Not Important, then forget it. You want to utilize your time well, wont you? If you think its significant in some way, then you may put it under Important and Urgent. Ignore Not Important and Not Urgent tasks. Every time something comes up during your daily work or on your mind, put it in the appropriate page of your little notebook. So lets say your boss told you to submit a report due tomorrow. Write it down on your notebook under Important and Urgent. Then your friend told you that theres a big 2-day sale at the downtown furniture store. You may put it under Important and Urgent if you simply must have that furniture youre drooling for months. But if you think your house would do fine without it, then dont write it anymore. As youre walking down the street you suddenly thought of a great new idea for your part-time business. You may put it under Important but Not Urgent. As the day goes on, write down each and every idea, thought, or event that comes to your mind. As the list increases in each category, examine each of them carefully and start numbering each item in the order of priority with 1 being the highest priority. Start working on Number 1, and never go to Number 2 until youre done with Number 1 for each category. If distractions come about, you may take care of them first but always come back to your numbered list when youre done. Because priorities may change, you may switch or change the numbers of the items in the list. You may also transfer one item from Important and Urgent to Important but Not Urgent, and vice-versa. When you do any changes, make sure your notebook stays clean. Transfer your writings to a new page when you see that its getting untidy. Start off with a new page every day. This method can enable you to achieve more in one week than what most people can accomplish in a month. The important thing you must do is to buy that little notebook and to start doing this super tactic right now! Time is running fast. <

The Great Plague of Europe Essay -- Diseases/Disorders

The deadly rapidly progressing disease known as the Great Plague of Europe or what is often referred to as the Black Death that swept through the European population between 1347 and 1353 initially began in China. Throughout human discourse, all three forms of the infectious disease have played a devastating role in the epidemics that resulted in high death rates in 14th century Europe. The Black Death of Europe that occurred was the second of the three great waves to hit throughout history. The first plague broke out in the 6th century during the reign of the Byzantine under the Emperor Justinian, reaching his capital in Constantinople. The third great wave of the plague began in China’s Yunnan province in 1894, emerging in Hong Kong and then spread via shipping routes throughout the world. The plague reached the United States from a ship containing rodents carrying the plague from Hong Kong that docked at Hawaii, where the plague broke out in December 1899, and then San Fran cisco, whose plague epidemic began in the early 1900’s. A team of medical geneticists led by Mark Achtman of University College Cork in Ireland conclude that all three of the great waves of plague originated from China (Wade, 2010). The empirical evidence from their findings points out that the plague would have reached Europe across the Silk Road. Although there were three great waves of plague, the Great Plague of Europe in the 14th century was the most devastating, violent, and most viral out of the three waves. The main cause of the Great Plague of Europe came from a deadly bacterium known as Yersinia Pestis. A smear of the bubonic plague is evades the human body and concentrates itself in the lymph node. A plague patient’s blood profile would contain or... ...Diseases, 49(10), i. 4. The Black Death, 1348," EyeWitness to History, www.eyewitnesstohistory.com (2001). http://www.the-orb.net/textbooks/westciv/blackdeath.html 5. "The black death: a plague that brought change to Europe." Calliope May-June 2011: 42+. General OneFile. Web. 8 May 2012. Document URL http://go.galegroup.com/ps/i.do?id=GALE%7CA259679369&v=2.1&u=nysl_sc_sshs&it=r&p=ITOF&sw=w 6. "The Black Death." Nationalgeographic.com. N.p., n.d. Web. 19 May 2012. http://science.nationalgeographic.com/science/health-and-human-body/human-diseases/plague-article/ 7. â€Å"The Black Death Begins.† 2012. The History Channel website. May 19 2012, 9:58 http://www.history.com/videos/the-black-death-begins. 8. Wade, Nicholus. Europe’s Plagues Came From China, Study Finds. N.p.: n.p., 2010. Web. 25 Apr. 2012. .

What Has Changed about Epilepsy Essay -- Disorders Neurology Papers

"Epilepsy is a brain disorder involving recurrent seizures. You can relax. It's not the end of the world." This was my neurologist's introduction to my diagnosis as an epileptic with partial petit mal seizures including a curious, not to mention exciting, history of 2 grand mal seizures. As a 10-year-old girl, I remember feeling confused and greatly changed by these words that I had yet to understand the meaning of. As I grew to learn more about my condition, I realized that there are people around the globe, ranging in age, race, social and economic background that have experienced this same confusion. Collectively, we have gathered an incomplete, but valuable and working concept of epilepsy. Although it is one of the earliest recorded diseases, it attracts the attention of doctors, scientists, and researches everywhere, still in search of a clear understanding of the causes of particular seizures. Different nations contribute to our ever-expanding understanding of its history, epidemiology, prognosis and mortality, along with clinical manifestations and differential diagnosis. Tracing modern diagnosis and therapies back to biblical times allows us to compare another very important aspect of epilepsy: very similar modern and ancient perspectives on this disorder. Our language gives clues as to the longevity of epilepsy: the term epilepsy derives from the Greek word "epilambien" which means "to take hold of" or "to seize." (1). Epilepsy is a disease with one of the longest recorded histories and an impact spanning the globe, allowing healers and physicians from a wide range of countries and time periods to study epilepsy. Worldwide studies have estimated the mean prevalence of active epilepsy, (i.e. continuing seizur... ...ocusing on common folk lore concerning epilepsy and several descriptive stories illustrating epilepsies role in the past, and all over the country. http://www.epilepsiemuseum.de/english/diagnostik.html<br> 7) Ketogentic Diet , a description and exploration of one very common and world wild treatment for epilepsy, being used less often today with the introduction of drugs. http://www.epilepsy.org.nz/PDFs/19Ketogentic%20Diet.pdf%20<br> 8) Surgical Treatments for Epilepsy , a personal questionnaire helping one who is epileptic to decide if surgery is right for them; packed with valuable and interesting information. http://www.iupui.edu/~epilepsy/surgery.html%20<br> 9) Seizure-Related Injuries in Epileptics , an editorial by Somsak Tiamkao looking at injuries related to epilepsy. http://www.internmedjthai.com/vol17n3/Seizure_Somsak.pdf%20<br>

Environmental Safety Essay

What would happen if businesses ignored social responsibility? what would happen if environmental safety was not considered? The world would be full of toxic elements and wastes. Businesses have to ensure social responsibility as part of the society. Social responsibility is the involvement of a business in social matters to ensure product safety, good services,employees good health and the general societal development. As Lance says, â€Å"Businesses have an obligation to the community† (Besser, 2002. 13). This, a business should do alongside the real aims a business was set up for. They are therefore said to be interdependent with the society. For a business to accomplish social responsibility, a social issue has to be identified, analyzed then implemented thus responding to the development of the society (Besser, 2002). IDENTIFICATION: There are so many social issues a business has to deal with, for example employee issues just to ensure employee’s good health and good working conditions,legal issues that demand for operation according to the rule of law, economic issues that requires production of quality and safe goods and services, and the ethical issues that considers ethical matters in a society (Hughes and Kapoor. 9th edition). The main issue in this discussion is environmental safety. This is classified as a legal issue but can as well be an ethical issue since the society is not asleep (Hughes and Kapoor. 9th edition). Harming the community is not acceptable and a business would never have success with that. The society will rebel, and who would deal with such a business anyway? Do you think a society would need goods and services from a business that does not put into consideration there health and wellbeing? Environmental pollution has always been a barrier to good business and customer relationship if in any case a business does not handle that carefully. For a business to ensure success among other managerial duties, it has to implement programs to deal with the social issue and ensure safety by preventing and reducing pollution. This kind of pollution can be through many ways from a business. When it is an industry, there could be air pollution due to the toxic gases produced during production processes. There could also be air pollution due to radioactive materials within the company. Environmental safety mostly deals with businesses that produce toxic materials and waste to the environment. Waste products therefore also pose a big threat to pollution if not disposed appropriately. The other is water pollution due to toxic waste dumped to water sources (Environmental Protection Agency, 2008) . ANALYSIS: A business has always to consider it’s managerial integrity, the ethical values, the philosophy of operation as well as commitment to organizational competence when dealing with a social issue (Besser, 2002). Analysis is a tough area for the business plus considering how it will implement it. But there is a governmental organization, with the control systems that help the businesses meet the requirements for social responsibility. For the environmental issue,the U. S Environmental Protection Agency offers guidelines and compliance programmes to various pollution prevention methods (Environmental Protection Agency, 2008). Therefore a business has just to analyze the sources of pollution within it and what likely can cause pollution and look for control methods from the Environmental Protection Agency. There are various ways pollution can occur, through water, air, air and radiation, and wastes (Environmental Protection Agency, 2008 ). The business should look for the guidelines, requirements, and any methodologies for every source of pollution from the business. IMPLEMENTATION: Good management is required for the success of a business. Just as stated before, one of the managerial duties is dealing with social responsibility. A business has to draw out a plan in order to implement this. Programs with the steps for implementation are different and are used on preference. Just like the advocates of the social responsiveness program prefer their program due to certain beneficial factors to them (Besser, 2002). A business therefore has to select that program which it prefers based on it’s own reasons of benefits. One of the steps to implementation is the three concentric circles of the CED. This includes the inner circle, that deals with the economic responsibility ensuring quality and safe products and the provision of jobs and services. The intermediate circle which ensures the business policies and practices are consistent to the societal values. The last circle which calls for the business to work towards community development. A second program with steps that could be used is the social involvement program. This program does not believe in social responsibility as the advocates refused the name of social responsibility before. They prefer social responsiveness and therefore has activities that deal with the consequences due to the business’s activities in the process of accomplishing their mission of economic function to the society. This therefore ensures product quality and safety, reduced and prevented pollution of the environment thereby meeting social requirements. A third program is the Carrol’s category of social responsibility. Carrol’s program is based on the views that the society expects more than economic duties by the businesses. The steps are in order of importance, with economic responsibility being the first, followed by the legal issues then ethical and lastly discretionary responsibilities that demands for social improvements. The ethical issue requires a business to conduct it’s activities in an ethical manner. Legal needs production following the rules of law (Besser, 2002). For a business to ensure environmental safety, it can choose from either of the programs. Being that the national safety standards for the environment are already set by the Environmental Protection agency by the United States government. Implementation then is done. Social responsibility, has to be part of the business. Good relationship between society and business leads to more sales therefore more profit and the big blessing is success! References Besser T. , 2002. The conscience of Capitalism-Business social Responsibility to communities. Greenwood publishing group. IOWA U. S Environmental Protection. Compliance and Enforcements retrieved from http://www. epa. gov/compliance/business/? cm_sp=ExternalLink-_-Federal-_-EPA

Second Foundation 6. One Man, the Mule – and Another

Two men, apparently relaxed and entirely at ease, poles apart physically – with every nerve that served as emotional detector quivering tensely. The Mule, for the first time in long years, had insufficient surety of his own way. Channis knew that, though he could protect himself for the moment, it was an effort – and that the attack upon him was none such for his opponent. In a test of endurance, Channis knew he would lose. But it was deadly to think of that. To give away to the Mule an emotional weakness would be to hand him a weapon. There was already that glimpse of something – a winner's something – in the Mule's mind. To gain time- Why did the others delay? Was that the source of the Mule's confidence? What did his opponent know that he didn't? The mind he watched told nothing. If only he could read ideas. And yet- Channis braked his own mental whirling roughly. There was only that; to gain time- Channis said: â€Å"Since it is decided, and not denied by myself after our little duel over Pritcher, that I am a Second Foundationer, suppose you tell me why I came to Tazenda.† â€Å"Oh, no,† and the Mule laughed, with high-pitched confidence, â€Å"I am not Pritcher. I need make no explanations to you. You had what you thought were reasons. Whatever they were, your actions suited me, and so I inquire no further.† â€Å"Yet there must be such gaps in your conception of the story. Is Tazenda the Second Foundation you expected to find? Pritcher spoke much of your other attempt at finding it, and of your psychologist tool, Ebling Mis. He babbled a bit sometimes under my†¦ uh†¦ slight encouragement. Think back on Ebling Mis, First Citizen.† â€Å"Why should I?† Confidence! Channis felt that confidence edge out into the open, as if with the passage of time, any anxiety the Mule might be having was increasingly vanishing. He said, firmly restraining the rush of desperation: â€Å"You lack curiosity, then? Pritcher told me of Mis' vast surprise at something. There was his terribly drastic urging for speed, for a rapid warning of the Second Foundation? Why? Why? Ebling Mis died. The Second Foundation was not warned. And yet the Second Foundation exists.† The Mule smiled in real pleasure, and with a sudden and surprising dash of cruelty that Channis felt advance and suddenly withdraw: â€Å"But apparently the Second Foundation was warned. Else how and why did one Bail Channis arrive on Kalgan to handle my men and to assume the rather thankless task of outwitting me. The warning came too late, that is all.† â€Å"Then,† and Channis allowed pity to drench outward from him, â€Å"you don't even know what the Second Foundation is, or anything of the deeper meaning of all that has been going on.† To gain time! The Mule felt the other's pity, and his eyes narrowed with instant hostility. He rubbed his nose in his familiar four-fingered gesture, and snapped: â€Å"Amuse yourself, then. What of the Second Foundation?† Channis spoke deliberately, in words rather than in emotional symbology. He said: â€Å"From what I have heard, it was the mystery that surrounded the Second Foundation that most puzzled Mis. Hari Seldon founded his two units so differently. The First Foundation was a splurge that in two centuries dazzled half the Galaxy. And the Second was an abyss that was dark. â€Å"You won't understand why that was, unless you can once again feel the intellectual atmosphere of the days of the dying Empire. It was a time of absolutes, of the great final generalities, at least in thought. It was a sign of decaying culture, of course, that dams had been built against the further development of ideas. It was his revolt against these dams that made Seldon famous. It was that one last spark of youthful creation in him that lit the Empire in a sunset glow and dimly foreshadowed the rising sun of the Second Empire.† â€Å"Very dramatic. So what?† â€Å"So he created his Foundations according to the laws of psychohistory, but who knew better than he that even those laws were relative. He never created a finished product. Finished products are for decadent minds. His was an evolving mechanism and the Second Foundation was the instrument of that evolution. We, First Citizen of your Temporary Union of Worlds, we are the guardians of Seldon's Plan. Only we!† â€Å"Are you trying to talk yourself into courage,† inquired the Mule, contemptuously, â€Å"or are you trying to impress me? For the Second Foundation, Seldon's Plan, the Second Empire all impresses me not the least, nor touches any spring of compassion, sympathy, responsibility, nor any other source of emotional aid you may be trying to tap in me. And in any case, poor fool, speak of the Second Foundation in the past tense, for it is destroyed.† Channis felt the emotional potential that pressed upon his mind rise in intensity as the Mule rose from his chair and approached. He fought back furiously, but something crept relentlessly on within him, battering and bending his mind back – and back. He felt the wall behind him, and the Mule faced him, skinny arms akimbo, lips smiling terribly beneath that mountain of nose. The Mule said: â€Å"Your game is through, Channis. The game of all of you-of all the men of what used to be the Second Foundation. Used to be! Used to be! â€Å"What were you sitting here waiting for all this time, with your babble to Pritcher, when you might have struck him down and taken the blaster from him without the least effort of physical force? You were waiting for me, weren't you, waiting to greet me in a situation that would not too arouse my suspicions. â€Å"Too bad for you that I needed no arousal. I knew you. I knew you well, Channis of the Second Foundation. â€Å"But what are you waiting for now? You still throw words at me desperately, as though the mere sound of your voice would freeze me to my seat. And all the while you speak, something in your mind is waiting and waiting and is still waiting. But no one is coming. None of those you expect – none of your allies. You are alone here, Channis, and you will remain alone. Do you know why? â€Å"It is because your Second Foundation miscalculated me to the very dregs of the end. I knew their plan early. They thought I would follow you here and be proper meat for their cooking. You were to be a decoy indeed – a decoy for a poor, foolish weakling mutant, so hot on the trail of Empire that he would fall blindly into an obvious pit. But am I their prisoner? â€Å"I wonder if it occurred to them that I'd scarcely be here without my fleet – against the artillery of any unit of which they are entirely and pitifully helpless? Did it occur to them that I would not pause for discussion or wait for events? â€Å"My ships were launched against Tazenda twelve hours ago and they are quite, quite through with their mission. Tazenda is laid in ruins; its centers of population are wiped out. There was no resistance. The Second Foundation no longer exists, Channis – and I, the queer, ugly weakling, am the ruler of the Galaxy.† Channis could do nothing but shake his head feebly. â€Å"No- No-â€Å" â€Å"Yes- Yes-† mimicked the Mule. â€Å"And if you are the last one alive, and you may be, that will not be for long either.† And then there followed a short, pregnant pause, and Channis almost howled with the sudden pain of that tearing penetration of the innermost tissues of his mind. The Mule drew back and muttered: â€Å"Not enough. You do not pass the test after all. Your despair is pretense. Your fear is not the broad overwhelming that adheres to the destruction of an ideal, but the puny seeping fear of personal destruction.† And the Mule's weak hand seized Channis by the throat in a puny grip that Channis was somehow unable to break. â€Å"You are my insurance, Channis. You are my director and safeguard against any underestimation I may make.† The Mule's eyes bore down upon him. Insistent- Demanding- â€Å"Have I calculated rightly, Channis? Have I outwitted your men of the Second Foundation? Tazenda is destroyed, Channis, tremendously destroyed; so why is your despair pretense? Where is the reality? I must have reality and truth! Talk, Channis talk. Have I penetrated then, not deeply enough? Does the danger still exist? Talk, Channis. Where have I done wrong?† Channis felt the words drag out of his mouth. They did not come willingly. He clenched his teeth against them. He bit his tongue. He tensed every muscle of his throat. And they came out – gasping – pulled out by force and tearing his throat and tongue and teeth on the way. â€Å"Truth,† he squeaked, â€Å"truth-â€Å" â€Å"Yes, truth. What is left to be done?† â€Å"Seldon founded Second Foundation here. Here, as I said. I told no lie. The psychologists arrived and took control of the native population.† â€Å"Of Tazenda?† The Mule plunged deeply into the flooding torture of the other's emotional upwellings – tearing at them brutally. â€Å"It is Tazenda I have destroyed. You know what I want. Give it to me.† â€Å"Not Tazenda. I said Second Foundationers might not be those apparently in power; Tazenda is the figurehead-† The words were almost unrecognizable, forming themselves against every atom of will of the Second Foundationer, â€Å"Rossem – Rossem – Rossem is the world-â€Å" The Mule loosed his grip and Channis dropped into a huddle of pain and torture. â€Å"And you thought to fool me?† said the Mule, softly. â€Å"You were fooled.† It was the last dying shred of resistance in Channis. â€Å"But not long enough for you and yours. I am in communication with my Fleet. And after Tazenda can come Rossem. But first-â€Å" Channis felt the excruciating darkness rise against him, and the automatic lift of his arm to his tortured eyes could not ward it off. It was a darkness that throttled, and as he felt his tom, wounded mind reeling backwards, backwards into the everlasting black – there was that final picture of the triumphant Mule – laughing matchstick – that long, fleshy nose quivering with laughter. The sound faded away. The darkness embraced him lovingly. It ended with a cracking sensation that was like the jagged glare of a lightning flash, and Channis came slowly to earth while sight returned painfully in blurry transmission through tear-drenched eyes. His head ached unbearably, and it was only with a stab of agony that he could bring up a hand to it. Obviously, he was alive. Softly, like feathers caught up in an eddy of air that had passed, his thoughts steadied and drifted to rest. He felt comfort suck in – from outside. Slowly, torturedly, he bent his neck – and relief was a sharp pang. For the door was open; and the First Speaker stood just inside the threshold. He tried to speak, to shout, to warn – but his tongue froze and he knew that a part of the Mule's mighty mind still held him and clamped all speech within him. He bent his neck once more. The Mule was still in the room. He was angry and hot-eyed. He laughed no longer, but his teeth were bared in a ferocious smile. Channis felt the First Speaker's mental influence moving gently over his mind with a healing touch and then there was the numbing sensation as it came into contact with the Mule's defense for an instant of struggle and withdrew. The Mule said gratingly, with a fury that was grotesque in his meagre body: â€Å"Then another comes to greet me.† His agile mind reached its tendrils out of the room- out- out- â€Å"You are alone,† he said. And the First Speaker interrupted with an acquiescence: â€Å"I am thoroughly alone. It is necessary that I be alone, since it was I who miscalculated your future five years ago. There would be a certain satisfaction to me in correcting that matter without aid. Unfortunately, I did not count on the strength of your Field of Emotional Repulsion that surrounded this place. It took me long to penetrate. I congratulate you upon the skill with which it was constructed.† â€Å"Thank you for nothing,† came the hostile rejoinder. â€Å"Bandy no compliments with me. Have you come to add your brain splinter to that of yonder cracked pillar of your realm?† The First Speaker smiled: â€Å"Why, the man you call Bail Channis performed his mission well, the more so since he was not your mental equal by far. I can see, of course, that you have mistreated him, yet it may be that we may restore him fully even yet. He is a brave man, sir. He volunteered for this mission although we were able to predict mathematically the huge chance of damage to his mind – a more fearful alternative than that of mere physical crippling.† Channis' mind pulsed futilely with what he wanted to say and couldn't; the warning he wished to shout and was unable to. He could only emit that continuous stream of fear- fear- The Mule was calm. â€Å"You know, of course, of the destruction of Tazenda.† â€Å"I do. The assault by your fleet was foreseen.† Grimly: â€Å"Yes, so I suppose. But not prevented, eh?† â€Å"No, not prevented.† The First Speaker's emotional symbology was plain. It was almost a self-horror; a complete self-disgust: â€Å"And the fault is much more mine than yours. Who could have imagined your powers five years ago. We suspected from the start – from the moment you captured Kalgan – that you had the powers of emotional control. That was not too surprising, First Citizen, as I can explain to you. â€Å"Emotional contact such as you and I possess is not a very new development. Actually it is implicit in the human brain. Most humans can read emotion in a primitive manner by associating it pragmatically with facial expression, tone of voice and so on. A good many animals possess the faculty to a higher degree; they use the sense of smell to a good extent and the emotions involved are, of course, less complex. â€Å"Actually, humans are capable of much more, but the faculty of direct emotional contact tended to atrophy with the development of speech a million years back. It has been the great advance of our Second Foundation that this forgotten sense has been restored to at least some of its potentialities. â€Å"But we are not born with its full use. A million years of decay is a formidable obstacle, and we must educate the sense, exercise it as we exercise our muscles. And there you have the main difference. You were born with it. â€Å"So much we could calculate. We could also calculate the effect of such a sense upon a person in a world of men who did not possess it. The seeing man in the kingdom of the blind- We calculated the extent to which a megalomania would take control of you and we thought we were prepared. But for two factors we were not prepared. â€Å"The first was the great extent of your sense. We can induce emotional contact only when in eyeshot, which is why we are more helpless against physical weapons than you might think. Sight plays such an enormous part. Not so with you. You are definitely known to have had men under control, and, further, to have had intimate emotional contact with them when out of sight and out of earshot. That was discovered too late. â€Å"Secondly, we did not know of your physical shortcomings, particularly the one that seemed so important to you, that you adopted the name of the Mule. We didn't foresee that you were not merely a mutant, but a sterile mutant and the added psychic distortion due to your inferiority complex passed us by. We allowed only for a megalomania – not for an intensely psychopathic paranoia as well. â€Å"It is myself that bears the responsibility for having missed all that, for I was the leader of the Second Foundation when you captured Kalgan. When you destroyed the First Foundation, we found out – but too late – and for that fault millions have died on Tazenda.† â€Å"And you will correct things now?† The Mules thin lips curled, his mind pulsing with hate: â€Å"What will you do? Fatten me? Restore me to a masculine vigor? Take away from my past the long childhood in an alien environment. Do you regret my sufferings? Do you regret my unhappiness? I have no sorrow for what I did in my necessity. Let the Galaxy Protect itself as best it can, since it stirred not a whit for my protection when I needed it.† Your emotions are, of course,† said the First Speaker, â€Å"only the children of your background and are not to be condemned – merely changed. The destruction of Tazenda was unavoidable. The alternative would have been a much greater destruction generally throughout the Galaxy over a period of centuries. We did our best in our limited way. We withdrew as many men from Tazenda as we could. We decentralized the rest of the world. Unfortunately, our measures were of necessity far from adequate. It left many millions to die – do you not regret that?† â€Å"Not at all – any more than I regret the hundred thousand that must die on Rossem in not more than six hours.† â€Å"On Rossem?† said the First Speaker, quickly. He turned to Channis who had forced himself into a half-sitting posture, and his mind exerted its force. Channis, felt the duel of minds strain over him, and then there was a short snapping of the bond and the words came tumbling out of his mouth: â€Å"Sir, I have failed completely. He forced it from me not ten minutes before your arrival. I could not resist him and I offer no excuses. He knows Tazenda is not the Second Foundation. He knows that Rossem is.† And the bonds closed down upon him again. The First Speaker frowned: â€Å"I see. What is it you are planning to do?† â€Å"Do you really wonder? Do you really find it difficult to penetrate the obvious? All this time that you have preached to me of the nature of emotional contact – all this time that you have been throwing words such as megalomania and paranoia at me, I have been working. I have been in contact with my Fleet and it has its orders. In six hours, unless I should for some reason counteract my orders, they are to bombard all of Rossem except this lone village and an area of a hundred square miles about it. They are to do a thorough job and are then to land here. â€Å"You have six hours, and in six hours, you cannot beat down my mind, nor can you save the rest of Rossem.† The Mule spread his hands and laughed again while the First Speaker seemed to find difficulty in absorbing this new state of affairs. He said: â€Å"The alternative?† â€Å"Why should there even be an alternative? I can stand to gain no more by any alternative. Is it the lives of those on Rossem I'm to be chary of? Perhaps if you allow my ships to land and submit, all of you – all the men on the Second Foundation – to mental control sufficient to suit myself, I may countermand the bombardment orders. It may be worthwhile to put so many men of high intelligence under my control. But then again it would be a considerable effort and perhaps not worth it after all, so I'm not particularly eager to have you agree to it. What do you say, Second Foundationer? What weapon have you against my mind which is as strong as yours at least and against my ships which are stronger than anything you have ever dreamed of possessing?† â€Å"What have I?† repeated the First Speaker, slowly: â€Å"Why nothing – except a little grain – such a little grain of knowledge that even yet you do not possess.† â€Å"Speak quickly,† laughed the Mule, â€Å"speak inventively. For squirm as you might, you won't squirm out of this.† â€Å"Poor mutant,† said the First Speaker, â€Å"I have nothing to squirm out of. Ask yourself – why was Bail Channis sent to Kalgan as a decoy – Bail Channis, who though young and brave is almost as much your mental inferior as is this sleeping officer of yours, this Han Pritcher. Why did not I go, or another of our leaders, who would be more your match?† â€Å"Perhaps,† came the supremely confident reply, â€Å"you were not sufficiently foolish, since perhaps none of you are my match.† â€Å"The true reason is more logical. You knew Channis to be a Second Foundationer. He lacked the capacity to hide that from you. And you knew, too, that you were his superior, so you were not afraid to play his game and follow him as he wished you to in order to outwit him later. Had I gone to Kalgan, you would have killed me for I would have been a real danger, or had I avoided death by concealing my identity, I would yet have failed in persuading you to follow me into space. It was only known inferiority that lured you on. And had you remained on Kalgan, not all the force of the Second Foundation could have harmed you, surrounded as you were by your men, your machines, and your mental power.† â€Å"My mental power is yet with me, squirmer,† said the Mule, â€Å"and my men and machines are not far off.† â€Å"Truly so, but you are not on Kalgan. You are here in the Kingdom of Tazenda, logically presented to you as the Second Foundation – very logically presented. It had to be so presented, for you are a wise man, First Citizen, and would follow only logic.† â€Å"Correct, and it was a momentary victory for your side, but there was still time for me to worm the truth from your man, Channis, and still wisdom in me to realize that such a truth might exist.† â€Å"And on our side, oh, not-quite-sufficiently-subtle one, was the realization that you might go that one step further and so Bail Channis was prepared for you.† â€Å"That he most certainly was not, for I stripped his brain clean as any plucked chicken. It quivered bare and open before me and when he said Rossem was the Second Foundation, it was basic truth for I had ground him so flat and smooth that not the smidgeon of a deceit could have found refuge in any microscopic crevice.† â€Å"True enough. So much the better for our foresight. For I have told you already that Bail Channis was a volunteer. Do you know what sort of a volunteer? Before he left our Foundation for Kalgan and you, he submitted to emotional surgery of a drastic nature. Do you think it was sufficient to deceive you? Do you think Bail Channis, mentally untouched, could possibly deceive you? No, Bail Channis was himself deceived, of necessity and voluntarily. Down to the inmost core of his mind, Bail Channis honestly believes that Rossem is the Second Foundation. â€Å"And for three years now, we of the Second Foundation have built up the appearance of that here in the Kingdom of Tazenda, in preparation and waiting for you. And we have succeeded, have we not? You penetrated to Tazenda, and beyond that, to Rossem – but past that, you could not go.† The Mule was upon his feet: â€Å"You dare tell me that Rossem also, is not the Second Foundation?† Channis, from the floor, felt his bonds burst for good, under a stream of mental force on the part of the First Speaker and strained upright. He let out one long, incredulous cry: â€Å"You mean Rossem is not the Second Foundation?† The memories of life, the knowledge of his mind – everything – whirled mistily about him in confusion. The First Speaker smiled: â€Å"You see, First Citizen, Channis is as upset as you are. Of course, Rossem is not the Second Foundation. Are we madmen then, to lead you, our greatest, most powerful, most dangerous enemy to our own world? Oh, no! â€Å"Let your Fleet bombard Rossem, First Citizen, if you must have it so. Let them destroy all they can. For at most they can kill only Channis and myself – and that will leave you in a situation improved not in the least. â€Å"For the Second Foundation's Expedition to Rossem which has been here for three years and has functioned, temporarily, as Elders in this village, embarked yesterday and are returning to Kalgan. They will evade your Fleet, of course, and they will arrive in Kalgan at least a day before you can, which is why I tell you all this. Unless I countermand my orders, when you return, you will find a revolting Empire, a disintegrated realm, and only the men with you in your Fleet here will be loyal to you. They will be hopelessly outnumbered. And moreover, the men of the Second Foundation will be with your Home Fleet and will see to it that you reconvert no one. Your Empire is done, mutant.† Slowly, the Mule bowed his head, as anger and despair cornered his mind completely, â€Å"Yes. Too late- Too late- Now I see it.† â€Å"Now you see it,† agreed the First Speaker, â€Å"and now you don't.† In the despair of that moment, when the Mule's mind lay open, the First Speaker – ready for that moment and pre-sure of its nature – entered quickly. It required a rather insignificant fraction of a second to consummate the change completely. The Mule looked up and said: â€Å"Then I shall return to Kalgan? â€Å"Certainly. How do you feel?† â€Å"Excellently well.† His brow puckered: â€Å"Who are you?† â€Å"Does it matter?† â€Å"Of course not.† He dismissed the matter, and touched Pritcher's shoulder: â€Å"Wake up, Pritcher, we're going home.† It was two hours later that Bail Channis felt strong enough to walk by himself. He said: â€Å"He won't ever remember?† â€Å"Never. He retains his mental powers and his Empire – but his motivations are now entirely different. The notion of a Second Foundation is a blank to him, and he is a man of peace. He will be a far happier man henceforward, too, for the few years of life left him by his maladjusted physique. And then, after he is dead Seldon's Plan will go on – somehow.† â€Å"And it is true,† urged Channis, â€Å"it is true that Rossem is not the Second Foundation? I could swear – I tell you I know it is. I am not mad.† â€Å"You are not mad, Channis, merely, as I have said, changed. Rossem is not the Second Foundation. Come! We, too, will return home.†