The power of purpose: Richard Leider, Joe Caron: 0191091230107: Books

The Power of Purpose | Psychology Today

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The need for purpose is one the defining characteristics of human beings. Human beings crave purpose and suffer serious psychological difficulties when we don’t have it. Purpose is a fundamental component of a fulfilling life.

In recent weeks, newspapers in the UK have featured stories about a famous ex-professional soccer player, Paul Gasgoine, who has been struggling with alcoholism. Gazza — as he is known affectionately — was the most famous sportsman of his generation, in the 1990s. However, since the end of his career, he has been in and out of rehab, arrested for assaulting his wife, and in the most recent headlines, found staggering through the lobby of a hotel, asking strangers to buy him a drink.

One of his ex-teammates, Gary Lineker — now a successful broadcaster — suggested recently that his real problem was that Gazza had never found a new purpose in his life to replace his football career. “Hopefully he can find some sort of goal,” said Lineker. “He needs a reason to want to get better.”

This is a good example what can happen when we don’t have a sense of purpose in our lives. It makes us more vulnerable to boredom, anxiety, and depression. Having an addictive personality, like Gazza, can make us vulnerable to substance abuse. Alcohol or drugs are, of course, a way of alleviating psychological discord, but at the same time, they can be seen as a way of gaining a very basic sense of purpose: to satisfy your addiction.

On the other hand, having a strong sense of purpose can have a powerful positive effect. When you have a sense of purpose, you never get up in the morning wondering what you’re going to do with yourself. When you’re ‘in purpose’ — that is, engaged with and working towards your purpose — life becomes easier, less complicated, and stressful. You become more mono-focussed, like an arrow flying towards its target, and your mind feels somehow taut and strong, with less space for negativity to seep in.

A powerful example of this comes from Victor Frankl’s famous book, Man’s Search for Meaning, in which he describes his experiences in concentration camps during the Second World War. Frankl observed that the inmates who were most likely to survive were those who felt they had a goal or purpose. Frankl himself spent a lot of time trying to reconstruct a manuscript he had lost on his journey to the camp — his life’s work. Others held on to a vision of their future — seeing their loved ones again or a major task to complete once they were free.

Why does purpose have such a positive effect?

I would suggest a number of different reasons why purpose is good for our psychological health. Firstly, it makes us less vulnerable to what I call ‘psychological discord.’ This is the fundamental sense of unease we often experience whenever our attention isn’t occupied by external things, and which can manifest itself in boredom, anxiety, and depression. By focusing our attention externally, and giving us a constant source of activity to channel our mental energies into, purpose means that we spend less immersed in the associational chatter of our minds — the chatter which often triggers negative thoughts and feelings.

Another important factor here is that aligning ourselves to a purpose often makes us less self-centered. We feel a part of something bigger, something outside ourselves, and this makes us less focused on our own worries and anxieties. Our own problems seem less significant, and we spend less time thinking about them, and so our sense of well-being increases.

Related to this, purpose is closely linked to ‘flow’ — the state of intense absorption in which we forget our surroundings and ourselves. If you have a strong sense of purpose, you’re likely to experience flow more frequently. And as Mihaly Czikszentmihalyi has shown, flow is a powerful source of well-being. The more flow we experience, the happier we feel.

Purpose can also enhance our self-esteem. So long as we feel that we are successfully dealing with challenges and moving closer to our goal, our self-confidence increases. We feel a sense of competence and achievement, an enhanced ability to deal with difficulties and challenges.

Finally, purpose is closely related to hope. Working towards a goal implies that we feel that the goal is attainable, and that our lives will change for the better once we have reached it. It implies hope — depending on our type of purpose, hope for a better life for ourselves, a fairer and more just society, liberation from suffering and oppression for others, a healthier world, and so forth. And as with purpose itself, a great deal of research has shown the positive effect of hope on well-being. The effect is especially evident with patients suffering from serious long term illness. For them, a high level of hope brings both an increased ability to cope and a greater chance of recovery.

The Varieties of Purpose

There are several different categories of purpose, some of which are more satisfactory than others. I will list these very briefly:

Survival: This is the most basic level of purpose, common to all living things on this planet. It means the effort to meet basic physical needs for food, shelter, or to protect one’s survival in the face of others who threaten it. This level of purpose is common in very poor countries, or countries at war, or with brutally oppressive regimes, or for members of certain castes or ethnic groups who are oppressed by the majority.

Once this basic purpose has been achieved, human beings have to switch to a different type of purpose, or else they fall into purposelessness, bringing psychological discord.

Adopting a Pre-Existing Framework of Purpose and Meaning: The most popular framework of this kind is religion. In fact, I believe that the desire for purpose is one of the main reasons why people are attracted to religion. If you are a Christian, your purpose is clear: to worship God and Jesus Christ and attempt to live a virtuous life, and attempt to convert as many other people to Christianity as you can, so that you can attain the goal of spending eternity in heaven.

Sport can have a similar function. If you follow a soccer or baseball team, you’re also part of a pre-existing framework of purpose. Your purpose is for the team to win the next match and overall, to win that season’s league or tournament, or at least to perform well, and finish in a good position in the table.

Personal Accumulative — attaining wealth, status and success: Many people in our individualistic and competitive modern societies derive their sense of purpose in these ways. Encouraged by the consumerist ethos of our societies, their main purpose is to accumulate: to make money, to attract attention, to become famous, or rise to positions of status and power.

Altruistic/Idealistic: At a higher level of personal development, the desire for personal gain recedes, and one’s sense of purpose becomes much broader, not to improve one’s own situation but to try to improve the situations of others. There are possibly two different subgroups here: firstly, a sense of concern for one’s society or for the world in general, which creates a sense of idealism — a desire to improve society, to overcome injustice and oppression, or more globally, to work for the environment, to try to halt ecological destruction. Secondly, there may be a more human-centered desire to help other people, to alleviate their suffering and further their development.

Personal and Spiritual Development: Again, I think there are two sub-groups here. Firstly, there is personal development in the sense of self-exploration and creativity. This could be an artist whose purpose is self-expression, or a person who is continuously absorbing new knowledge or interests, or developing new skills. Secondly, there is personal development in the sense of spiritual development — a person who feels a strong motivation to transform their state of being to a higher level through practices like meditation or by following spiritual paths such as Buddhism, Sufism, or the Kabbalah.

Of course, in some people, these two sub-groups can overlap. And in fact, this is true of this category as a whole and the last. Whereas ‘Personal Accumulative’ and ‘Altruistic/Idealistic’ largely exclude one another, the latter and ‘Personal/Spiritual Development’ often include and enhance each other. (There is also a clear overlap here with Maslow’s need for ‘self-actualisation.’)

The Trans-Purposive State?

It may seem as if the latter is the highest form of human purpose, in conjunction with altruism/idealism. I would suggest, however, that there is another state beyond this, and which arises when the goal of self-actualisation or spiritual development has been attained.

Many of the world’s spiritual traditions speak of an ‘awakened’ state in which the individual gives up their own free will, so that the divine can flow through them. They no longer strive for anything, or feel any conscious desire to attain anything, but become a channel for a greater force.

In the Taoist tradition, the term ming describes a state in which the individual no longer experiences duality and separation, and realises their true nature as Tao. In this state, he or she follows the wu-wei chih-Tao, ‘the non-striving Way of Transcendence,’ in which the Tao flows through them. They live in a state of ‘actionless activity’ (wu-wei). In the Christian mystical tradition, phrases such as ‘self-annihilation’ and ‘self-naughting’ are used in a similar way — the mystic empties himself (or herself) in order to allow God to emerge and express himself with them. Similarly, in the Bhagavad-Gita, a great deal of emphasis is placed on ‘unattached action’ — acting without being concerned about results, simply doing what is right and appropriate. While in Sufism, the ‘awakened’ state is referred as Baqa, and one of its characteristics is that the person has no will of their own, but lives in and through God, in a state of ecstasy. They no longer have a sense of planning their own life, or making things happen. Life unfolds naturally and spontaneously through them, by virtue of divine power.

This state is obviously rare, but possibly more common than many of us realise. (My research into this area is described in my book Out of the Darkness.)

Purpose and Evolution

Human beings are naturally dynamic. Growth is an intrinsic part of our nature. Life on earth has always been dynamic, as expressed through the process of evolution. Life has always had an innate tendency to grow towards greater complexity, to become more organised, and more conscious.

So when we feel a sense of purpose — and this is particularly the case at higher levels of purpose — we’re really manifesting the creative urge of evolution, becoming its expression, which is possibly why it feels so right when we do it.

Steve Taylor, Ph.D., is a senior lecturer in psychology at Leeds Metropolitan University, UK. He is the author of The Leap: The Psychology of Spiritual Awakening.

The Power of Purpose by Les Brown

All of us have what it takes to make it in today’s competitive and changing world.

You may have doubted your ability to get the job done in the past, but something else may have been getting in the way of your success. The key to ultimate achievement has very little to do with your education or skill level. The secret to accomplishing great things is simple: Find and pursue the kind of work you are meant to do—your “purpose.”

No one said choosing your life’s purpose would be easy. There are so many opportunities, it’s a wonder anyone finds their true calling. While it may be difficult, understanding your life’s real purpose will give you the power to have anything you want—anything at all. Once you figure out exactly what that is, getting there will be that much easier. So ask yourself: “What do I really want out of my life?”

Les Brown’s exceptional new program, The Power of Purpose, will not only help you answer that question, it will also lead you step-by-step toward making each and every one of your dreams come true.

Many of the world’s greatest leaders were called failures, until they discovered their life purpose. When you choose an occupation that is truly compatible with your preferences, abilities, and unique personality, you will at last begin to understand the meaning of true happiness and personal success.

The Power of Purpose will help you:

  • Experience the freedom and power of finding your life’s work
  • Focus and take action to pursue your greatness
  • Measure and increase your self-motivation for ongoing success
  • Guard against negative programming
  • Live each day with integrity
  • Separate what you’ve done from who you are
  • Avoid people and situations that upset you
  • Live in a spirit and attitude of gratitude
  • Become a powerful presence in every area of your life
  • And much, much more!

Your destiny is just waiting to be fulfilled. The Power of Purpose is guaranteed to help you find the courage and motivation to act on your purpose and earn the rewards that come from pursuing the kind of work you love to do.

Work and Lead with Purpose

Power of Purpose

Learn to work and lead with purpose

Watch Video

3 Video Lessons
  • The Power of Purpose—Getting to a more meaningful why
  • The Power of Purpose—The reason to exist beyond profit
  • Leading Through Purpose—The story of Cadillac Fairview
1 Video Lesson
  • See It—Spotting purpose in your work
3 Video Lessons
  • The Chocolate Cake Study—What really matters more than batter
  • Purpose Statement Game—(Sadly) no cash prizes
  • Name It—The poetry in purpose
2 Video Lessons
  • Do It—Living your purpose
  • More from Cadillac Fairview—Quick wins and bold moves
1 Video Lesson
  • Final Thoughts—A joyful struggle

Joe Brown

Portfolio Director at IDEO

Prior to IDEO, Joe taught courses in Marketing and Organizational Behavior at the Stanford Graduate School of Business, where he also earned his MBA. Before that, he edited textbooks for the SAT, moonlighted as an interaction designer, and sold art in several New York galleries.

More About Joe

Joe Brown

Portfolio Director at IDEO

Joe leads work centered on helping companies organize to build their future—creating the cultures, communities, structures, and systems they need to succeed. That means Joe is often tangled up in building new innovation labs, rethinking product development, and scaling new capabilities. Joe has also helped several dozen companies become purpose driven—not just creating purpose statements, but bringing purpose to life at every level of the company.

Prior to IDEO, Joe taught courses in Marketing and Organizational Behavior at the Stanford Graduate School of Business, where he also earned his MBA. Before that, he edited textbooks for the SAT, moonlighted as an interaction designer, and sold art in several New York galleries.

Downloadable Workbook

Receive a workbook with reflection questions, instructions for activities, and supplemental resources from the course.

Practical Activities

Learn activities and mindsets you can build into your work and share with your team to bring more meaning to your every day and connect with your purpose.

Certificate of Completion

After completing the course, receive a certificate of completion.

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IDEO U Learning Experience

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Hagerty Insurance

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Indian Creek School

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Power of Purpose

Self-Paced Course

“I am convinced that this is one course which everyone in my organization should take. This class taught me how defining a purpose helps everyone to connect to the final outcome and impact it has on everyday life in the organization, in the team, and at a micro-level on an individual.”

Pune, Maharashtra, India

Power of Purpose

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“Content was very useful and organized in a way that kept me engaged. Loved the variety of video, reading and activities. I also appreciated the link to the studies so I could dig in further on some topics.”

Cedar, MI

Power of Purpose

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“By acknowledging a purpose for my work, I am motivated and connected to every email, assignment, and project. This course has allowed me to see the bigger picture of my work. I would encourage everyone and anyone to take this course to align their purpose with their passions!”

Crownsville, MD

Power of Purpose

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“I just love how fresh your courses feel and sound. Your design sense comes through and helps me see information or ideas I’ve come across before in new ways. I also love that you always give me new exercises or ideas that are simple and powerful.”

North Vancouver, BC, Canada

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Unlock the Power of Purpose

A sense of life purpose promotes physical, mental, and spiritual health.

People who seek meaning beyond themselves are healthier, happier, and live longer.

It’s vital to our well-being that we maintain strong feelings of purpose and community.

For some people, life purpose is a spiritual concept, or has a religious dimension. For others, it’s a more secular notion, a need to be valued as a member of a family or group.

Not everyone feels the need for a philosophy of life purpose but we all need to be needed. Purpose is fundamental. Mattering, ultimately, matters.

As we mature through the phases of our life, experiencing various levels of psychological, emotional and, ultimately, spiritual growth, we may come to think more deeply about our life purpose and find ourselves yearning for deeper levels of meaning.

Many people, at some phase of their lives, feel stuck, going nowhere, drifting without direction, wondering “what is the point of it all?”

Here are some ways to unlock the power of purpose and answer that question.

Do you believe you have a purpose, or you can choose one?
Consider choosing a new mindset – that of “living purposefully” rather than “having a purpose.” Living purposefully means choosing how you will use your gifts and talents to create more meaning for yourself and others.

When it comes to living purposefully, we usually find ourselves in one of three places:

  1. We don’t worry about whether we have a formal purpose or not. We simply live our lives doing the things we feel drawn to.
  2. We know exactly what our purpose is, and we positively work at it each day.
  3. We believe we have a purpose but have no clue what it may be or how to find out.

Which group do you fall into?

Members of the first group probably wouldn’t be reading this article and members of the second group would probably be too busy living purposefully to read about it!

The majority of people who read this article probably fall into group #3. If you’re not sure if you do, reflect on these questions:

  • Have you recently felt like you’d like to be doing more with your life?
  • Do you often yearn to use your gifts (natural talents) to contribute more to the world?
  • Do you feel like you’re “majoring in the minors” – wasting time on things that are too small for you?
  • Do you desire to “major in the majors” – serve others in a larger way but don’t know how?
  • Do you ever wonder if “this is it?”

If you answered “yes” to most of these questions, you’re probably ready to unlock the power of purpose.

Two Schools of Thought
If you ask enough people (like I do!), you’ll probably find that there are two basic schools of thought regarding life purpose:

  1. Those who believe that a life purpose is something that we are born with, that it is planted in our souls before we are born and we must embody or achieve it. It’s our embedded destiny, so to speak, and we have no choice in the matter.
  2. Those who believe that fate and destiny don’t exist and we have the power (or “free will”) to choose our life purpose and do anything we want with our lives.

Which group do you belong to? Fate and destiny? Or, free will?

There are no easy or perfect answers to this question. So, if you’re still not sure, I’d like to propose a workable compromise for you. What if a life purpose is something you are born with, but you also have full control over how and when you activate it? What if, with a little reflection and choice, you could move naturally and easily toward your life purpose without feeling like you “have to” do specific things?

You might be surprised to discover that unlocking your life purpose can be a fulfilling and enjoyable process. It’s the kind of “choice” that changes everything – from emptiness to fulfillment, from boredom to passion and beyond.

Humans were created for choice. Choice is the intention – power in purpose. Personally, I believe that by a loving Source (God), we were given free will to choose how we think, act, react. America, in fact, was founded on the idea that people have the freedom and the responsibility to make choices.

Personally, I also believe that each of us is an “experiment of one.” Each of us has an embedded destiny – a life purpose – but it is something that comes very enjoyably and naturally to us. It’s not something that’s difficult, unpleasant, or burdensome.

Unlocking Purpose
The dictionary defines purpose as:

  1. An object or result aimed at: INTENTION

What does this suggest? A “purpose” can be as simple as an intention or a resolution. So, a “life purpose” is really nothing more (or less) than a choice or intention to live in a certain way.

A life purpose is realized through “attention” – by getting to know your authentic self, exploring your gifts or natural talents and passions, and “intention” – choosing the best possible expression to share them with the world.

“Finding your purpose is a misleading concept because it’s not something we have to go out and “get,” but rather something we need to turn within and “unlock.”

We’ve already got it – even if we haven’t clearly realized it yet!

How do we unlock it? By looking in the most obvious places – our gifts, passions, and values.

Our purpose will always be something that:

  • We feel that we are naturally good at and enjoy doing
  • We feel passionate and care deeply about
  • We feel fits our values and ways we prefer to operate in the world.

Recall earlier I mentioned that your ideas about your life purpose being unpleasant are groundless? It’s true. Why would we be given a life purpose that doesn’t match the “authentic essence” of who we are?

Would the universe expect a gifted artist to spend her life crunching numbers in an accounting firm?

Would the universe expect us to wait tables when our true passion is environmental education?

Our life purpose will always express our true gifts, passions, and values. No exceptions. Does that inspire a little sigh of relief for you? Hopefully it will.

Before we can discover our true life purpose, we need to “unlock the clues” that lead to it. Namely, things we love to do, feel passionate about, and are important to our way of being.

What’s Calling?
Take a look at the Calling CardsTM exercise on these websites. The exercise will help you unlock your purpose.


Don’t be put off by the work of unlocking your life purpose. There’s nothing mystical or mysterious about it. It’s natural to seek meaning in our lives. And it’s important for our health and happiness. Yet, it does require some work. It’s rarely revealed to us without some digging.

The search for life purpose is far more straight-forward than we might expect. Getting it wrong, over and over, is part of the process. It’s how we grow.

What is Purpose?
In simple terms, our life purpose is to GROW and to GIVE!

In no sense is any life meaningless. We all impact those around us.

Let’s begin at the beginning. From the standpoint of evolutionary biology, the ultimate purpose of life is to sustain life. To “sustain life” means much more than just to survive and reproduce. Survival requires constant “growth.”

Nature doesn’t stand still; change is the only constant. This is a fundamental law that we can’t avoid. To change is to either “grow and survive” or to “decay and die.”

We humans don’t just grow physically. We also experience “inner growth.” We grow intellectually, emotionally, spiritually, and socially.

Community connection is vital for survival. The needs to “grow” and to “give” are essential elements to our evolutionary survival strategy (along with intelligence and choice). Our early ancestors learned the wisdom, in survival terms, of personal growth, and of giving today because you might need help tomorrow.

Our growth determines our capacity to give.

Through our inner growth as individuals, we collectively contribute to the advancement of the community as a whole. The greater our individual growth, the greater the clarity of our gifts serving those around us. Through them in turn, our impact extends indefinitely, ever rippling outwards.

The quality and individual reach of our service to others is what differs. We give to our family, community, and world in accordance with the quality of growth we project.

As we grow, this impact becomes more subtle, refined, and more powerful. The power of purpose.

Inner “growth,” then, is essential to our capacity for “giving.”

The gifts we give will be framed and scaled by the phase of our life, and by our present roles, responsibilities, and maturity. We may for example be a parent, a business person, a teacher, a student, a caregiver, an employee, a retired person, or be in any number of these or other roles. Each of our phases and roles in life carries choices for us to “give” and to “grow.”

Our life purpose involves a quest for personal growth and a search for meaning through personal contribution. Our purpose evolves as we grow through life phases. Purpose grows and develops with us.

A progressive unlocking of purpose is essential to our health, happiness, and longevity.

* * * * * * * * * * * * *

Richard Leider is a bestselling author, keynote speaker, and executive coach. He is the author of nine books, including three best-sellers, and his work has been translated into 20 languages. Repacking Your Bags and The Power of Purpose are considered classics in the personal development field. His newest book, Life Reimagined has recently reached the bestseller lists.

The Power of Purpose Free Summary by Richard J. Leider

Richard J. Leider believes everyone needs to find an individual sense of unique purpose. When you have this sense of purpose, you can use it as a central core of direction to guide your life and give it meaning. The book is simply written, easy to understand and targeted to a general audience. However, it also seems quite repetitious, in that the same ideas are explained many different ways. Some of these concepts are quite familiar, echoing some basic ideas about the importance of having a sense of mission, path, and goals, much like Laurie Beth Jones’ book, The Path: Creating Your Mission Statement. Finally, while some readers may respond deeply to Leider’s spiritual and religious references, others may find them problematic, given the split in the business community about spirituality in the workplace. getAbstract recommends this book for readers who have not yet considered this mission-focused dimension of life planning and for managers who wish to understand this perspective.

Richard J. Leider is a founding partner of the Inventure Group, a training firm in Minneapolis, Minnesota, devoted to helping individuals, leaders, and teams discover the power of purpose. He is an author, speaker, career coach, and pioneer in the field of “Life/Work Planning,” who has worked with many Fortune 500 companies. His five previous books include the best selling Repacking Your Bags, The Inventurers, and Life Skills.

Why You Need to Discover Your Purpose

You have a life purpose; everyone has a “natural reason for being.” Your purpose is that “deepest dimension within” that forms your central core, the essence that helps you understand your basis for existence. It tells you who you are, why you are here, and where you are headed.

The questions you ask about your purpose shape your life. Everyone should ask these questions regularly. Generally, these issues arise about every ten years, as people go through periods of transition. That is when you are most likely to ask “Who am I?” and “What is my purpose in life?”. The questions you ask about purpose will shape your life more than anything else. Ask these age-old questions: “What am I meant to do here?” “What am I trying to do with my life?” again and again. The way you answer these essential questions will shape the quality of your life.

When adults older than 65 were asked how they might live their lives differently given the chance, many said they would be more reflective and courageous. They said they would be much clearer earlier in their life about their purpose. These interviews indicate that people have a deep and natural…

The Power of Purpose – More To Life


We all get the exact same 365 days. The only difference is what we do with them!

Did you start this year with great intentions and plans (again) but have found that your time is taken up with other ‘things’?

Maybe you are frustrated with your progress or are procrastinating on taking action on the things that matter most to you?

Or perhaps you are at a crossroads in your life, seeking something different, and wondering what next?

The Power of Purpose is one of the most innovative personal effectiveness programs ever developed. Unlike conventional goal-setting or time-management courses, it offers a unique experiential learning process that allows you to grasp the underlying purposes that limit or enhance your ability to get things done throughout your personal and professional life.

The Power of Purpose course teaches you how to notice what actually happens when you set out to achieve your chosen goals, and examines  what gets in your way. More To Life provides a series of practical, reality-based tools to help you envision, plan, and achieve the results that you wish to create in your personal and professional lives.

Together we work to:

  • Uncover and let go of the – often unconscious – attitudes and behaviours that may be holding you back
  • Find out what is actually happening inside you when you set out to achieve your goals, and you uncover the hidden agendas that stop you from achieving all you seek to create.
  • Define and express your own deepest life purposes, and bring these to bear on ordinary everyday tasks.
  • Learn how to use purpose rather than pressure to motivate yourself and how to achieve results without stress
  • Discover how to overturn the procrastination habit so you can stay focused, whatever the distractions and difficulties
  • Uncover your life purpose which will direct and inspire all of your efforts so you can live a life fulfilled
  • Explore and clarify your key priorities and understand how to progress them
  • Grasp of what lies behind your power to create, envision, and achieve results that transforms your productivity and galvanizes your ability to generate the results you want.

Be More Focused
People on purpose are people who are focusing on specific, concrete results. They know how to connect these results with a vision that empowers them to maintain their focus over time.

Be More Aware
People on purpose are aware of their inner motives, as well as their resistances and their limitations, and they know how to include this awareness in their response to new situations.

Be Adaptable
People on purpose are not inflexible or rigid, nor do they rely on formulas to deal with unexpected or unwanted developments.

Be Creative
People on purpose turn problems into opportunities. They do not get caught up in anxiety and stress, but generate creative answers in response to the actual conditions they are dealing with.

Be Motivated
People on purpose enjoy what they do. Their work is a source of satisfaction, and as a result they manifest a powerful determination that nourishes their lives, and inspires everyone they meet.

The Power of Purpose shows you how results are actually created and gives you the power to get on purpose, and stay on purpose, every day of your life

This course is a CPD-accredited course (Continuing Professional Development), and can count towards your ongoing credits.

The Power of Purpose course is taught by More To Life Licensed Facilitators, who are individuals who have been instructed and qualified by our trainer body to lead small-format, topic-based courses such as this one. Our Licensed Facilitators have been granted a license by the More To Life Foundation to teach these courses privately, as well as through colleges, schools, governmental agencies, and in partnership with other non-profit organisations around the world.

The pricing of this course varies.  Please contact the More To Life Licensed Facilitator directly for details.



How do you leverage the power of purpose? | EY

Being the change you want to see in your state or city means acknowledging all that has changed. Consider this: it took more than 10 years for mobile broadband to reach 2 billion people. In the next three years, that number is projected to nearly quadruple, to 7.7 billion. This instantaneous interconnectedness among citizens and the increase of powerful, real-time data analysis will create new opportunities for state and local governments to know and serve their citizens better. As data and digital technology affect every piece of your operations, there will be tremendous opportunity and built-in pressure to innovate.

Executives who treat purpose as a core driver of strategy and decision-making reported a greater ability to drive successful innovation and transformational change. “Most change initiatives seek to create a sense of crisis or urgency,” said Valerie Keller, EY Beacon Institute Global Leader. “But there is a need to balance the burning platform with a burning ambition: creating a compelling ‘run to’ vision that is magnetic and can help break through fears and inertia.” A clear sense of purpose can be used as a force to guide the organization through change and transformation as pressures demand new ways of operating.

Eighty-four percent of executives believe an organization that has a shared purpose will be more successful in transformation efforts. Confirming that performance metrics and incentives are aligned with purpose is also critical, as it makes the tie between purpose and performance explicit for each employee.

The research behind “How can purpose reveal a path through disruption?” found that 39% of employees think their performance isn’t linked to their organization’s purpose. That means that one in three employees are walking the halls questioning whether the time they spend at work means anything. We believe you should measure what you treasure. If purpose really matters, it will be incorporated into the performance metrics of individual employees, from job descriptions to key performance indicators to compensation. EY Beacon Institute’s research found that more than 90% of leading-class purposeful organizations regularly evaluate whether they’re making progress toward their purpose.

These metrics aren’t just measured quantitatively. Sometimes, the most effective way to tell whether an organization is living its purpose is employee feedback. Other firms might find surveys of employee well-being or customer satisfaction or quality scores to be more effective metrics.

A well-conceived purpose captivates and motivates employees, to powerful effect. Because your employees, in their interactions with internal and external stakeholders, drive the organization’s strategic agenda, they are the ones who bring your purpose to life.


356 QUESTIONS OF FISHING Vol. 17 No. 3 2016

Dawn et al.

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(6) was not accompanied by the necessary clarifications according to

, that is, it was not indicated which

biological parameters of fish were taught: the stage of maturity, the degree of development

gonads, the maintenance of females and males , fat content

fish, etc.In addition, TS is also influenced by the season

and the depth of fish distribution, since

during vertical migrations of fish,

days of changes in swim bladder volume occur,

which affects TS (Ona, 1990; Fässler,

Gorska, 2008).

In our studies, the size

composition of fish practically did not change from sample to sample (table). However, the average

TS value varied significantly between

samples.In particular, with the mean values ​​of

fish lengths of 10.4 cm, the difference in the mean

TS values ​​was about 8 dB. It was revealed that such variability in TS to a considerable degree

is due to the spatial distribution of mature females. Thus,

sexual dimorphism between mature females

and males may affect the performance.

A result similar to ours was

obtained for the TS estimates of herring.In accordance with

, the average TS estimates are significantly

but depend on the gonadosomatic index of

individuals, the variability of which explains

almost 83% of the observed variability of TS

(Ona, 1990). According to this work, a decrease in ~ 60% of the swim bladder volume in

due to a change in the stage of gonad development could

reduce the TS of fish to ~ 5 dB. In particular, Jørgensen (2004) showed

that mature capelin females have a lower

TS (B20) value than spawned

females or mature males.

New regression equations (4, 5),

formulated by us, accompany the description of the biological characteristics

of the big-eyed sprat (length, weight, proportion of sex

mature females, body condition coefficient).

In this case, we also took into account the parameters

obtained from the length – mass relationship,

season (date) and the depth of fish distribution.

Equation TS =

= 20logL –75.1 gives the TS estimate value

3.5 dB lower than Equation (6), where

this value was obtained without taking biological parameters

into account investigated fish.


The performed studies allowed

to obtain a new equation of regression

dependence of TS on length for big-eyed

sprat. This equation is based on the results of

in situ measurements performed with

taking into account a significant amount of actual

data, while for the first time, when processing

data, the biological state of the fish was taken into account. It was revealed that the TS of the big-eyed

sprat depends not only on the size of the fish,

, but also on its biological state and, above all, on sexual dimorphism (pro

of the content of mature females).

Seasonal and spatial variability

of this indicator can be a significant factor of uncertainty in the estimates of indices

of abundance and biomass obtained from the data of

acoustic surveys. This fact should be taken into account

when developing a methodology for collecting

ra and processing data from acoustic surveys

in the Caspian Sea. In the development of the performed

studies, the authors plan to obtain a set of regression equations TS = f (L)

taking into account the seasonal and spatial variability of biological characteristics and

of the composition of sprat accumulations, in particular at

different proportion of sexually mature females in the catch,

, which will help to increase the reliability of developing acoustic surveys

sprat in the Caspian Sea.


Ermolchev V.A., Bushueva S.A. On

the results of research on the target strength

of main fi shes in the Caspian Sea // Proc.

Rus. – Norw. Workshop on Hydroacoustics

“Improvement of instrumental methods for stock

assessment of marine organisms”. Murmansk:

PINRO Press, 2004. P. 32–41.

Fässler S., Gorska N. Investigation

of the target strength-to-length relationship of

Experimental assessment of the bistatic target strength of complex objects with various types of probing signals

Sakharov Vadim Leonidovich – e-mail: vadim @; deputy. director for scientific work.

Savitsky Oleg Anatolyevich – Federal State Autonomous Educational Institution of Higher Professional Education “Southern Federal University”; e-mail: [email protected]; 347900, Taganrog, per. Nekrasovsky, 44; Department of Higher Mathematics; assistant professor.

Nagutchev Daulet Shabanovitch – Special Design Office “Ritm” – Southern Federal University; e-mail: main @; 99, Petrovskaya street, Taganrog, 347928, Russia; advisor.

Sakharov Vadim Leonidovitch – e-mail: [email protected]; vice-director in science.

Savitskiy Oleg Anatolievitch – Federal State-Owned Autonomy Educational Establishment of Higher Vocational Education “Southern Federal University”; e-mail: [email protected]; 44, Nekrasovskiy, Taganrog, 347928, build. D; tht department of higher mathematics; associate professor.

UDC 656.61.087: 623.82

A.A. Illarionov, S.V. Kozlovsky, V.P. Chernov



The results of experimental studies of the bistatic force of a model of a typical underwater target, represented as a multielement object, in a hydroacoustic basin for various types of sounding signals and coherent information processing are presented.The scheme of the experimental study, the general view of the pool, the scheme of electronic measurements are described in detail. It is shown that the total equivalent target radius compared to the monostatic mode decreases to 6 dB with an increase in the bistatic angle to 90 degrees, and the projection of the echo portrait on the longitudinal axis of the target is compressed even at a bistatic angle of 90 degrees. is halved compared to the projection for the monostatic mode at similar irradiation angles.

Bistatic sonar; bistatic target strength; experiments.

A.A. Illarionov, S.V. Kozlovski, V.P. Chernov


Experimental results of bistatic forces model of a typical underwater objectives, presented in the form of the multielement object, in the conditions of the hydroacoustic basin for various kinds of probing signals and coherent data processing.Are described in detail scheme of the experimental study, the overall view of the swimming pool, the scheme of electronic measurements. It is shown that the sum of the equivalent radius of the objectives in comparison with the monostatic regime is reduced to 6 dB at increasing the bistatic angle of up to 90 deg., And the projection of echo-portrait in a longitudinal axis objective is compressed and when bistatic angle of 90 degrees is reduced by half compared with the projection for monostatic regime at similar angles of radiation.

Bistatic sonar; bistatic target strength; experiments.

In recent years, when solving problems of searching for underwater objects of various types, ecological monitoring of the sea, serious attention is paid to the methods of bistatic (multistatic) sonar [1-3]. At the same time, to perform predictive estimates of the effectiveness of this method under various conditions,

observations are missing the necessary baseline data.In particular, the characteristics of bistatic reverberation and bistatic target strength are not fully understood.

To assess the characteristics of the secondary field of complex reflectors with tonal sounding signals, computational methods are widely used (for example, [4]). However, with complex signals, the use of computational methods is difficult, which necessitates the use of experimental methods. At the same time, it is advisable to use the approach described in [5], based on the representation of a complex location object as a multi-element reflector, the echo signal from which is described by an impulse response that takes into account the amplitudes (equivalent radii) of individual “flares” and the delay in the arrival of the elementary impulses caused by them relative to the moment of arrival of the signal from the 1st reflector.

A generalized scheme of experimental studies is shown in Fig. 1.

The experiments were carried out in the pool on a hydroacoustic modeling complex, which included: an electric emitting and receiving system, acoustic directional antennas, a laboratory pool with coordinate devices, an automation and control system, digital and analog equipment for recording echo signals.

Fig. 1. Generalized scheme of experiment

In this case, the following theoretical provisions were used: the principle of similarity and dimensions proposed by Acad. A.N. Krylov, methods for determining reflectivity and assessing the impulse and frequency characteristics of underwater targets, developed at the SIC REV and FIR of the Navy. Experimental studies were carried out under the guidance and with the direct participation of V.x2 m. General view of the pool with coordinate devices is shown in Fig. 2. To reduce reflections from the walls, the pool is drowned out by the acoustic coating “Augustite”, due to which the interference in the form of interfering reflections has been minimized. The stand includes a set of 13 piezoacoustic transducers with operating frequencies from 200 Hz to 1500 kHz, and with different directivity characteristics. To mount the transducers, lifting and turning devices are provided, which allow you to smoothly change their depth, tilt angles in the vertical plane and rotate in the horizon plane.

Fig. 2. General view of the pool

Lifting and slewing devices are mounted on a movable platform that moves along and across the pool. All coordinate devices have an autonomous electric drive and are controlled from the console. Provision is made for changing the speeds and directions of movement of the platform with transducers, as well as the platform with an acoustic probe, with the help of which the acoustic field was monitored at the location of the models.The electronic system for measuring the sonar simulation stand included blocks for generating radiation and receiving signals, registering them on a recorder and entering them into a PC (Fig. 3).

Fig. 3. Electronic measuring system

The system works as follows. The radiation pulse code is sent from the PC through the power supply unit to the PCB of the radiation and receiving device. The power amplifier unit generates a burst pulse with a filling frequency of 198 ± 2 kHz, with a duration of

0.02 to 1 ms, repetition period up to 200 ms.The generated pulse of the sending is amplified to the amplitude level set by the regulator (25%, 50%, 75%, 100%) of the emitted signal and, through the output stage, is fed to the hydroacoustic transducer. Adjustment of the PCB gain is carried out by codes coming from the PC.

The echo signals reflected from the object received by the hydroacoustic transducer are fed to the input of the BFU, where they are amplified to a predetermined value, filtered in a 10 kHz band and transmitted to the analog-to-digital conversion module of the L-783 board.Adjustment of the IFC gain is carried out by codes coming from the PC in the range from minus 40 to plus 40 dB. In the L-783 board module, the analog signal is fed to a 12-bit ADC.

The ADC output digital data stream goes to the data controller, which directs it to the communication ports of the PIC module. In the POS module, the ADC data is processed in the PC processor, which executes a program that implements the time gating (time window) of the information to be processed, determining the maximum value of the signal amplitude modulus in the window, storing the array of maximum values ​​for each radiation cycle and normalizing these values ​​to the amplitude value reflected signal from a reference reflector with a known reflectance value.

Based on the array of reflectance values, a diagram of the change in the level of the reflectivity of the object is plotted in the current measurement time interval, which is uniquely related to the current values ​​of the angular view of the object irradiation, coming from the angle sensor (DU) of the positioning device of the sonar simulation stand.

On the central processor of the PC in the environment of the “Win-dows-XP” operating system, a program is executed that displays the system control panel window and the reflection diagrams of objects received from the PIC module on the display screen.The program provides simultaneous display of realizations of echoes from objects at angular views selected by the operator.

A feature of the system is the use of the stroboscopic method of registration G, which stretches signals in time, which made it possible to record fast processes with devices with low speed. For strict timing of all processes operating in the system, a signal generation and synchronization device is provided.This device from oscillations of a quartz generator generates probing signals highly stable in time position and shape; local oscillator signals and gate pulse.

The signal generating device provides for the formation of signals with tone, frequency modulated (LFM) and noise filling in the frequency range from 200 kHz to 0.5-1.5 MHz, duration from 10 to 3000 μs.

Complex signal bandwidths ranged from 2% to 20% of center frequency in all carrier frequency bands.The formation of the duration of the signal, the strobe signal and its delay are carried out by digital methods, thereby achieving the signal in time, as well as the stability of the strobe delay time and its duration. The equipment provides for the possibility of a wide change in the delay time of the probe pulse and its duration, which makes it possible to improve noise immunity and thereby improve the quality of measurements in a swimming pool. The received echo signals from the model, after being gated in the receiver, are recorded in analog form on a Bruel level recorder.The dynamic range of the receiving path is 60 dB.

The measuring system provides registration of both the envelope and the filling of the echo signal, including in digital form. Within the time strobe, the sampling generator of stroboscopic coding generates sampling pulses sequentially shifted from cycle to cycle, at the moment of which the ADC stores the values ​​of the analyzed process and converts them into digital form for input and subsequent processing on a PC.The complex also has the ability to perform spectral analysis of signals on an analog analyzer with an analysis bandwidth of about 100 Hz.

During the research, a multi-frequency antenna was used, designed for frequencies of 200 kHz, 500 kHz, 1000 kHz and 1500 kHz. The band of radiated frequencies of signals at a level of 3 dB was 10-20% of the average value of the main frequencies. Acoustic antennas were installed on a lifting and turning device included in a coordinate system with an automatic drive, controlled by

mms from a single remote control.This also includes a device for rotating the model with a sensor for its angle of rotation. The coordinate device provided the installation and registration of the angle of irradiation of the target model with an accuracy of tenths of a degree.

The objects of research are submarine models at a scale of 1: 200 and 1: 400. The models are made in the form of thin shells of durable and lightweight cases with observance of their thicknesses, in which the main structural elements are reproduced. The measurements were carried out in the far zone of both the emitter and the models.e) et – equivalent radius of the reference reflector; Ae and Aet are the amplitudes of the echo signals, respectively, from the model and the standard.

Rigid absolutely reflecting spheres and spheroids of a certain physical size were used as reference reflectors.

Fig. Figures 4-6 show examples of the received echo-portraits, where the abscissa axis shows the delays of elementary reflectors relative to the moment of arrival of the 1st reflector in microseconds., and along the ordinate – the equivalent radius of elementary reflectors, in m.

Fig. 4. Monostatic mode, f = 60 degrees.

Fig. 5. Bistatic mode, φ = 60 degrees, y = 30 degrees.

Fig. 6. Bistatic mode, φ = 60 deg., Y = 90 deg.

Completed experimental studies of echo portraits for bistatic target angles (v) up to 90 degrees.inclusively, when using complex probing signals and coherent information processing, they made the following conclusions:

Equivalent target radius in comparison with monostatic mode decreases at v <8-10 deg. by 2-3 dB, and at v = 90 degrees. by 6 dB.

The projection of the echo portrait on the longitudinal axis of the target is compressed at v = 90 deg. is halved in comparison with the projection for the monostatic mode at similar angles of irradiation F.

It is advisable to continue experimental studies, including for obtuse bistatic angles (v> 90 degrees).


1. Cox H. Fundamentals of Bistatic Active Sonar, in Y T Chan (ed.), Underwater Acoustic Data Processing, Kluwer Academic Publishers. – 1989. – P. 3-24.

2.Belous Yu.V., Kozlovsky S.V., Sergeev V.A. Polystatic method of location as applied to mobile vehicles // Proceedings of the VIII International Conference “Applied Technologies of Hydroacoustics and Hydrophysics”. – SPb .: Nauka, 2006 .– S. 81-84.

3. Belous Yu.V., Kozlovsky S.V. Environmental monitoring of water areas using monostatic and polystatic methods of location // Izvestia TRTU.

– 2006.- No. 12 (67). – S. 78-81.

4. Salin M.B., Sokov E.M., Suvorov A.S. Calculation of the bistatic target force of complex multiresonant shells by the finite element method // Acoustic journal. – 2011.

– T. 57, No. 5. – S. 709-716.

5. Freedman A. A mechanism of echo formation // Acoustica. – 1960. – Vol. 12, No. 1. – P. 10-21.

6.R.J. Urik. Fundamentals of hydroacoustics. – L .: Shipbuilding, 1978 .– 445 p.

The article was recommended for publication by Doctor of Technical Sciences, Professor S.P. Tarasov.

Illarionov Alexey Alexandrovich – Research Center for Radioelectronic Weapons and Formation of Information Resources of the Navy; e-mail: [email protected]; 196604, St. Petersburg-Pushkin, st. Red Star, 31; tel .: 88124652706; Department head.

Kozlovsky Sergey Viktorovich – senior researcher; Ph.D.

Chernov Vladimir Pavlovich – Ph.D .; Ph.D.

Illarionov Alexey Alexandrovich – Scientific-research Center of Radio Electronic Equipment and Formation of Information Resources of the Navy; e-mail: [email protected]; 31, Red Stars street, Saint-Petersburg-Pushkin, 196604, Russia; phone: +78124652706; head of division.

Kozlovski Sergey Viktorovich – Senior Researcher; cand. of eng. sc.

Chernov Vladimir Pavlovich – senior researcher; cand. of eng. sc.

90,000 Our goal

Powering the Sustainable Energy Era with the Leading Open Digital Platform

By choosing Hitachi ABB Power Grids, customers benefit from a leading open digital platform that enables them to transform the world’s energy systems into the sustainable energy era of the future.Customers appreciate our innovative solutions that make the world’s energy systems stronger, smarter and greener. The result is grids that are more reliable, smarter and more future-oriented with sustainable energy for all.

Customer focus and reliable partnerships

The foundation of our strategy is to stay close to our customers and be customer-centric in everything we do. As we develop and nurture reliable, long-term partnerships, we will generate even more value by offering best-in-class solutions that help create a sustainable energy future.

Create innovative technologies and digital solutions with customers and partners

Our spirit of innovation is rooted in our philosophy of co-creation. In collaboration with customers and partners, we jointly create solutions with increased value. Our clients appreciate the unique opportunities offered by our sustainable energy discoveries and advanced digital technologies, which combine to deliver safe, high quality and reliable solutions that positively impact their business.

We believe in creating value in harmony

Our 36,000 talented experts strive to make energy more affordable, affordable and sustainable, which will improve the quality of life for millions of people around the world. Our goal is underpinned by the belief that affordable energy is essential for the growth and prosperity of communities and businesses. We believe that for progress to be sustainable, we need to move towards a sustainable energy future. To achieve this goal, we need to ensure a harmonious combination of economic, social and environmental value.As Hitachi ABB Power Grids, we believe our role is not only to achieve this, but also to drive market and industry change and promote sustainable development.

90,000 “Soft power is a result, not a goal”

“KD”: If we approach “soft power” from the point of view of “branding”, does Russia have a recognizable brand?

Ivan Timofeev: First, I would like to say an important thing – I do not like the concept of “soft power” – namely the word “power”, which implies coercion, albeit soft coercion.Such coercion has a short-lived effect. I would talk about attractiveness, convenience, openness, and comfort in dealing with the country. This is exactly what I don’t like the American concept – power cannot be soft.

As for brands, yes, of course, they are. Russia can be “branded” from various angles. But in Russia we have an attempt to centralize everything – sometimes it is necessary, but in a number of issues it is superfluous. The country is too big and rich in terms of symbols, and it is simply impossible for the state to take everything upon itself in terms of “branding”.The state should give opportunities to promote various brands.

Let’s take, for example, Kaspersky Lab – a bright brand in Russia, which appeared not under a government order, but as a business project. But at the same time, Kaspersky is known everywhere, he is popular. Or similarly the brand of Yandex, ABBYY, Lukoil. They made a name for themselves not within the framework of the idea of ​​”soft power”, but within the framework of high-quality work – they are recognized as professionals, their services are bought. You can’t make a brand out of nowhere. The main thing is to give people the opportunity to work, and “brands” will appear by themselves.

“KD”: Do you think there is a need for to develop a value component in Russia’s foreign policy, i.e. attract with your values?

Ivan Timofeev: In fact, each country has its own attractive values. Another question is when you have formally attractive values, but in fact foreigners are faced with an unattractive reality and disrespectful attitude – then these values ​​will simply “hang in the air.”

And it is also important that this attraction is not imposed. There is a certain artificiality in this when we try to come up with certain values. But you need to start elementary with your own decent behavior.

Quality as life, creativity as a driving force, service as a goal

On the eve of the decade of Delicacy Forever Jewelery (, Zhang Weifeng, Marketing Director of this diversified jewelry venture, one of the top brands in China, gave an interview to Olga Patseva, Rough & Polished’s own correspondent in Shanghai.

Please tell us about your work at Delicacy Forever Jewelery.

I am the Marketing Director of Delicacy Forever Jewelery, my field of activity includes the promotion of the three leading brands of our company on the market and work on the connection of retail to the sale of products under our brand.

As you know, Delicacy Forever Jewelery took part in the Shanghai Jewelry Show in April this year, what are your impressions of the exhibition and how do you assess its effect?

Yes, in April this year our company came to the exhibition to promote and popularize our brand of emeralds, which we focused on this time – Delicacy Forever Emerald.Launched in 2008, the brand covers the mid to high market segments of emerald bracelets, floral and decorative components, and fashion jewelry inlaid with a combination of emeralds and diamonds. Our expertly designed Chinese-style booth and our high-end emerald products have won the hearts of visitors at the Shanghai Expo. A large number of guests who actively approached the company’s stand for consultations about our products, as well as good sales dynamics confirm that DFJ has received an excellent promotional effect from participating in the Shanghai Jewelry Show 2010.

Could you provide data on the operating turnover of your company or the situation with the volume of sales in the domestic Chinese market? How fast has the growth been since the company was founded?

DFJ employees are highly efficient professionals in their field. Based on many years of successful work experience and a desire to develop, the company managed to gather a team of more than 500 high-class technical specialists, to launch a modern plant covering an area of ​​more than 5000 sq.m. In the field of production of solid components, we have invested a large amount of funds in the acquisition of world-class first-class laser equipment for jewelry production from Germany, Italy, Japan and other countries: molding, engraving, welding and other professional equipment. Our manufacturing strength, combined with a team of professional designers, supervisors, marketers, advisors and consultants, through the close interaction of each department and every division and through a long-term “fit” process, have combined to form a highly efficient and dedicated enterprise management team.A worthy team brings worthy success: since 2003, our company’s sales revenue has consistently exceeded 500 million yuan ($ 73.5 million), net assets are 300 million yuan ($ 44 million), and the annual production and processing volume exceeds one million products. …

Currently, the territorial scope of DFJ’s activities extends to the whole of China, stores are mainly concentrated in the provinces of Hubei, Jiangsu, Zhejiang, etc., the total number of our outlets reaches over 300.We are growing at an average constant rate of 10% each year, with the growth rate in Hubei being particularly impressive: DFJ has now opened outlets in most of Wuhan’s premier commercial areas, where we are the top-ranked jewelery brand in the region. …

What difficulties did Delicacy Forever Jewelery face in the development process? What measures have been taken to overcome these difficulties?

The company and the brand are constantly growing in the process of development and, of course, along the way, you can encounter a number of big and small problems.Our company is no exception in this regard. During the 10 years that DFJ has existed, the company has faced difficulties such as unfavorable macroeconomic conditions, increased costs, bottlenecks in product development, etc. However, preserving the unity of our company, maintaining the concept of management “quality as life, creativity as a driving force, service as a goal,” formed the foundation of tireless work on research and development of new products and their active promotion in the market.

What do you like most about your job?

What I like most about my job is interacting with clients from different regions and visiting our outlets in a wide variety of locations to be in control. Firstly, in this way I can receive information about the state of the market and the dynamics of sales at first hand, from merchants and members of our brand operating in this region. Secondly, by visiting different regions for the purpose of market research, one can personally see the market potential of the analyzed territory and take this into account in the subsequent work to expand this market.

Has the company been affected by the global financial crisis? In what areas?

With the advent of the global financial crisis, in addition to the active influence of the macroeconomic market environment on the behavior of jewelry consumers, we are faced with an increase in production costs, significant ups and downs in prices for precious metals, increased competition in a homogeneous segment and other factors that continue to create difficulties in our industry. Although the situation is better in jewelry centers such as Panyu, Huadu and other export-oriented economic complexes, consumer caution and a temporary trend of a shrinking market force Shenzhen jewelers to adapt to the situation and engage in branding at the regional level.The key goals of improving the industry in the near future are complicated in the process of achieving them by the introduced difficulties and risks.

As you know, at the beginning of 2010 the world prices for polished diamonds increased, did this affect the cost of your company’s products and the price of products for the end consumer?

For companies such as Delicacy Forever Jewelery, where one of the main activities is diamond finishing and inlaying, the stability of the price of raw materials is extremely important.Therefore, the consistent increase in diamond prices over the past two years and the increase in world prices for polished diamonds in early 2010 had a slight effect on our production costs, but our company only slightly adjusted the prices for polished diamonds upward, avoiding significant price spikes. Thus, we can generally say that this time the increase in prices could not somehow noticeably affect the volume of orders of our company and the cost for end users.

In June 2010, Delicacy Forever Jewelery celebrates its 10th anniversary since its official establishment. Please tell us about your plans to celebrate this significant event?

Indeed, 2010 is a very important year for our company. This year we are just 10 years old from the moment of opening. On the eve of such a significant date, in order to solemnly celebrate the anniversary and at the same time express our gratitude to all the friends who have constantly supported us over these ten years, the company plans to organize a large event at the end of 2010 and invite all participants who have joined our brand. our business partners from all regions.They will arrive at our head office in Shenzhen to celebrate the ups and downs of DFJ over 10 years, to look to the future and hand in hand to create an even more brilliant jewelry company, to bring out the Delicacy Forever Jewelery brand. as Jing Yong Heng Zhubao) to the national and even international level.

What is the share of diamond jewelry in your company’s jewelry?

Delicacy Forever Jewelery is a large jewelry enterprise that grew out of a jewelry inlay factory.Our main products are jewelry with diamonds and emeralds, with diamond jewelry accounting for the main share, which reaches 70% of the total production. At the very beginning of DFJ’s activity, we were only engaged in the production of jewelry inlaid with diamonds. Subsequently, in connection with the expansion of the business, we included emerald products in the range. The production area of ​​our company is about 3000 sq.m. Of these, almost 2/3 is occupied by the diamond shop, so you can judge for yourself the importance of diamond jewelry in our company.

In your opinion, what jewelry of your company is most in demand on the market at the present time?

Although we have been focusing on promoting the DFJ emerald brand and expanding our share in the emerald market over the past couple of years, we also do not forget about strengthening our position in diamond jewelry. Currently, our diamond products continue to be in the greatest demand. Firstly, thanks to the long-term propaganda of the diamond culture, the concept of “get married – buy a diamond” has already become entrenched in the minds of Chinese consumers, and diamonds have become the main trend in the Chinese market.Secondly, our company operates with two large brands “Delicacy Forever Jewelery” and “CANIA”, both are based on jewelry inlaid with diamonds, therefore, these products are currently the most demanded on the market at the present time.

The domestic Chinese jewelry market is growing more and more, at the same time, competition is also intensifying. What are the differences and advantages of your company’s jewelry products in comparison with the products of other jewelry companies?

Delicacy Forever Jewelery is a jewelry company professionally engaged in the finishing and inlaying of diamond products.It started and grew directly from the workshop.

Please tell us in what areas does DFJ cooperate with the French jewelry company CANIA?

First of all, I want to say that Delicacy Forever Jewelery is a manufacturing partner and agent of CANIA in the Asia-Pacific region, we work in two main areas: product development and brand promotion on the market. All products of the French jewelry brand that are sold in the Chinese market are produced by Delicacy Forever Jewelery, and all CANIA specialty stores / points in China are represented by DFJ as its authorized agent.

Are you planning to enter the international market or the Russian market?

At present, our main market is the domestic Chinese market, and so far we have no plans to promote on the international market, however, we do not exclude the possibility of close cooperation with suitable foreign jewelers.

Can you reveal to our readers your company’s development plans for 2010 and future prospects?

In 2010, one of the main aspects of our work is holding events dedicated to the 10th anniversary of the enterprise, another is strengthening our advertising activities in Hubei province in order to strengthen the position of our diamond brands in the local market.Due to the large number of brands on the market these days and the increasing factor of product homogeneity, we will continue the strategic development of the enterprise with both hands.

With one hand – to maintain high quality products in full compliance with the requirements of state standards, as well as develop new developments to increase the competitiveness of our products. These are our 2 main objectives for 2010.

We will carry out brand promotion with our second hand, we have already fully formed the marketing plan for 2010.We plan to take an active part in all jewelry exhibitions this year, for example, exhibitions in Sichuan province, Shanghai, etc., in order to build an effective dialogue with other actors in the jewelry industry, exchange experience, and also so that more Chinese and foreign clients can get to know each other. with Delicacy Forever Jewelery and thereby increase our brand awareness. We also intend to continue expanding the geography of our brand and mastering the markets of the surrounding cities. Our leading brands DFJ and CANIA have already become strong brands in Hubei and Zhejiang regions.In 2009, we opened an office in Hubei province, and this has contributed to the image advertising of our products. In 2010, the company has already launched the development of the emerald brand DFJ in the regions, and we plan to open new stores in neighboring cities, control and direct the branding of our brands in a unified manner.

Olga Patseva, Rough & Polished own correspondent in Shanghai

90,000 Towards Forty: The WHO FCTC continues a series of regional workshops to promote the entry into force of Protocol

Opening remarks by Dr. Palit Abeykoun, Chairman of the National Alcohol and Tobacco Control Authority, Sri Lanka

The Government of Sri Lanka held a visit to Colombo from 13 to 14 October intergovernmental meeting to promote the entry into force of the Protocol to Eliminate Illicit Trade in Tobacco Products in South-East Asia. The meeting was organized by the Secretariat of the WHO Framework Convention on Tobacco Control in collaboration with the World Health Organization, as part of a global effort to bring this international treaty into force within the next year.

The smuggling of cigarettes and other tobacco products occurs on a large scale throughout the world, including Southeast Asia, with devastating effects on health and finances.It provides easy access to hazardous foods for children and young people, as well as for the poor, and contributes to the high prevalence of tobacco-related illness and death among vulnerable groups. At the same time, it results in the loss of billions of dollars in tax revenues.

The Protocol to Eliminate Illicit Trade in Tobacco Products, adopted in November 2012, is a key international treaty designed to help countries around the world fight this scourge of the illicit trade in cigarettes and other tobacco products.It was developed as a result of the negotiation process under the WHO Framework Convention on Tobacco Control, which currently has 180 Parties.

The Protocol requires states to implement measures to control the supply chain of tobacco products, to impose deterrent sanctions in the case of trafficking-related offenses, and to cooperate with each other in the implementation and implementation of these measures.

However, the Protocol is not yet international law: it requires 40 states to join in order to enter into force.The pace of progress towards this goal is accelerating: on 15 October, immediately after the end of the Colombo meeting, the Protocol was ratified by Ecuador, bringing the total to 10. Three more countries are expected to complete the procedures in the next few days.

The Colombo meeting aimed to raise awareness of the Protocol among the various sectors of government that have a role to play in its implementation, in particular health, justice, trade, law enforcement and finance, and to discuss specific technical requirements of the Protocol with Parties.The purpose of the meeting was also to identify and solve the problems faced by the Parties in the process of acceding to the Protocol.

The intergovernmental meeting, hosted by Sri Lanka, is the fifth in a series of similar events held in different parts of the world. It brought together government representatives from seven countries in Southeast Asia: Bangladesh, Bhutan, India, Maldives, Nepal, Timor-Leste and Sri Lanka. Participants shared their experience of the process of accession to the Protocol and implementation of its provisions, including the establishment of a tracking and tracing system.In recent months, similar meetings have already been organized by the Convention Secretariat and WHO in Myanmar, Kuwait, Panama and Botswana, and a number of more meetings are planned in various regions of the world in the coming months.

At the end of the two-day meeting in Colombo, participants highlighted a number of obstacles they face in the process of acceding to the Protocol. These include the scale of the illegal trade, the strong influence and presence of illegal actors, the complexity of the problem and procedures itself, and the difficulty in securing the interest of various actors and high-level politicians.

Ways to overcome these obstacles were identified, including gaining the support of political figures as fighters against illicit trade and seeking help from WHO regional and national offices. Familiarization with examples of good practice in countries from other regions that have already implemented effective mechanisms to combat illegal trade

The Convention Secretariat announced the creation of an international group of experts in areas such as law enforcement, customs and tax regulation in order to provide advisory services to all interested countries.

90,000 Everyone who decides to succeed in achieving his goal, whose perseverance, determination, willpower and constant faith in himself helps not to abandon his plan, gets to where he wants to.



Everyone measures by his own measure,

And there will be no other rule,

He who carries light in his soul,

He does not look for darkness in the soul of another.

Alibekov Rashid (20+)

Everyone who is confident in his victory will sooner or later gain it.

Richard Davis Bach (50+)

What you get when you reach your goal is not as important as who you become when you reach your goal.

Henry David Thoreau (50+)

Strong is not the one who can afford a lot, but who can refuse a lot.

Valery Kipelov (6)

Not so much the belief that you can help, as the idea that it is impossible to do it hinders.

Jack and Jill (James Patterson) (5)

The main thing is not to give up and everything will work out! The secret of success is persistence in achieving the goal.

Benjamin Disraeli (50+)

Everyone is given a chance to change something in their life, but few dare to take advantage of it, fearing change.

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