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8/9/2019 Smart Defaults From Hidden Persuaders to Adaptive Helpers
1/30Lblhw{nmch hnus fpfcbfkbl fw? awwu?..xx{m-hnj.fkxw{fhw:66600
8/9/2019 Smart Defaults From Hidden Persuaders to Adaptive Helpers
2/30Lblhw{nmch hnus fpfcbfkbl fw? awwu?..xx{m-hnj.fkxw{fhw:66600
8/9/2019 Smart Defaults From Hidden Persuaders to Adaptive Helpers
3/30Lblhw{nmch hnus fpfcbfkbl fw? awwu?..xx{m-hnj.fkxw{fhw:66600
8/9/2019 Smart Defaults From Hidden Persuaders to Adaptive Helpers
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x|hhlxx" wn hafmmlb n|{ |mwacmicmd afkcwx" n|{ u|{hafxcmd glhcxcnmx" fmg n|{ wan|daw
u{nhlxxlx ks wal |xl n` cmxcdawx dblfmlg `{nj uxshacfw{s fmg wal xnhcfb xhclmhlx-
Pfmhl Ufhif{g" Wal Acgglm Ul{x|fgl{x!6305? 669 `c{xw u|kbcxalg 63
8/9/2019 Smart Defaults From Hidden Persuaders to Adaptive Helpers
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wafw wal {nbl n` jf{ilwcmd cx wn gcxhnpl{ fmg jllw hnmx|jl{ mllgx" wal lqcxwlmhl n` walxl l``lhwx
{fcxlx cxx|lx fkn|w wal cglmwcws n` jf{ilwcmd fx f gljfmg gcxhnpl{s lmwl{u{cxl-
Cm wacx uful{ tl `nh|x nm f `fhwn{ wafw f``lhwx hnmx|jl{ hanchl cm lpl{s gnjfcm? wal
xlwwcmd n` gl`f|bwx- Tafw f{l gl`f|bwx> K{ntm fmg I{cxamf !;557?
8/9/2019 Smart Defaults From Hidden Persuaders to Adaptive Helpers
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hfmgcgfwlx u{lhcxlbs klhf|xl wals g{ft |unm jf{ilwcmd imnt*ant- Tl hbnxl tcwa f gcxh|xxcnm
n` tas `c{jx jfs tcxa wn fgnuw hnmx|jl{ tlb`f{l*jfqcjczcmd xw{fwldclx `n{ bnmd*wl{j x|hhlxx-
GL@F\BWX JFIL F GC@@L[LMHL
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{ltf{gx u{nd{fj !fmg {lhlcpl u{njnwcnmfb n``l{x ks wlbluanml" unxw" fmg ljfcb# n{ mnw- Cm
walxl xcw|fwcnmx cw cx hnjjnm wn xulfi n` nuw cm fmg nuw n|w unbchclx- Cm wal nuw*cm xsxwlj" wal
gl`f|bw cx wn mnwf|wnjfwchfbbs lm{nbb mlt h|xwnjl{x" fmg mn ul{xnm cx lm{nbblg |mblxx wals
fhwcplbs {lv|lxw cw- Cm wal nuw*n|w xsxwlj" lpl{s mlt h|xwnjl{ cx lm{nbblg ks gl`f|bw fmg xwfsx
lm{nbblg |mblxx wals wfil fhwcpl xwlux wn v|cw-
Gl`f|bwx f{l x|{u{cxcmdbs untl{`|b cm f m|jkl{ n` hnmxlv|lmwcfb gnjfcmx" cmhb|gcmd
jfwwl{x n` bc`l n{ glfwa- Onamxnm fmg Dnbgxwlcm !;558# `n|mg wafw cm L|{nulfm hn|mw{clx tcwa
nuw*cm n{dfm gnmn{ unnbx" n`wlm blxx wafm f v|f{wl{ n` wal unu|bfwcnm nuwlg cm- Antlpl{" cm nuw*
n|w xsxwljx" wsuchfbbs npl{ 33 ul{hlmw n` wal unu|bfwcnm gcg mnw nuw*n|w" blfgcmd wn lmn{jn|x
gc``l{lmhlx cm gnmn{ unnb xczl klwtllm nwal{tcxl xcjcbf{ hn|mw{clx- Xw|gclx xant wafw gl`f|bw
lm{nbbjlmw cm 756!i# {lwc{ljlmw ubfmx hfm blfg wn 3
8/9/2019 Smart Defaults From Hidden Persuaders to Adaptive Helpers
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Wa{ll jlhafmcxjx f{l n`wlm wan|daw wn g{cpl gl`f|bw l``lhwx- Klhf|xl wals afpl
gc``l{lmw lwachfb fmg u{fhwchfb cjubchfwcnmx" tl gcxh|xx walj xluf{fwlbs-
Cjubclg lmgn{xljlmw- Nml pclt n` gl`f|bwx cx wafw wal u|kbch ul{hlcplx walj fx cjubclg
lmgn{xljlmwx ks wanxl tan xlblhw walj- Cm wal hfxl n` unbchs gl`f|bwx" x|ha fx `n{ n{dfm gnmn{
xwfw|x n{ ulmxcnm ubfm jljkl{xacu" JhIlmzcl" Bcl{xha" fmg @cmilbxwlcm !;550# f{d|l wafw ulnubl
cmwl{u{lw wal gl`f|bw fx wal {lhnjjlmglg hn|{xl n` fhwcnm xlw n|w ks unbchsjfil{x- Wafbl{ fmg
X|mxwlcm !;558# u{nunxl wafw wal gl`f|bw xlblhwlg ks unbchsjfil{x jcdaw kl cmwl{u{lwlg fx fm
cmgchfwcnm n` tafw wal jfon{cws hannxlx" fmg wafw `nbbntcmd f al|{cxwch n` cjcwfwcnm !Alm{cha lw fb-
;556# hn|bg blfg wn cwx tcglxu{lfg fgnuwcnm- Cm f jf{ilwubfhl hnmwlqw" K{ntm fmg I{cxamf
!;557# unxcw wafw gl`f|bwx xlw ks jf{ilwl{x jfs kl ul{hlcplg fx x|ddlxwcnmx" fmg cm wal hfxl n`
x|xuchcn|x plmgn{x" fx jfmcu|bfwcnm fwwljuwx wafw hnmx|jl{x tcbb {lolhw- Talm pcltlg fx
lmgn{xljlmwx" gl`f|bw l``lhwx f{l mnw xllm fx f{cxcmd `{nj hndmcwcpl bcjcwfwcnmx9 nm wal hnmw{f{s"
cw x|ddlxwx wafw fdlmwx {lfhw wn gl`f|bwx tcwa f icmg n` glplbnulg xnhcfb cmwlbbcdlmhl n{
jf{ilwubfhl jlwfhndmcwcnm !T{cdaw ;55;#-
Hndmcwcpl kcfx- Xlpl{fb bfklbx afpl kllm dcplm wn x|uunxlg hndmcwcpl kcfxlx wafw jcdaw
lqubfcm gl`f|bw l``lhwx" fmg jfms n` walxl cjubs bnxx fpl{xcnm fx f {nnw hf|xl- @n{ cmxwfmhl"
hnjuf{cxnmx afpl kllm g{ftm klwtllm wal gl`f|bw l``lhw fmg wal xwfw|x v|n kcfx ![cwnp fmg
8/9/2019 Smart Defaults From Hidden Persuaders to Adaptive Helpers
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Kf{nm 63359 Xfj|lbxnm fmg _lhiaf|xl{ 6311#" fmg wal lmgntjlmw l``lhw !Uf{i lw fb- ;555#" fbb
n` tacha afpl kllm lqubfcmlg cm wl{jx n` bnxx fpl{xcnm !Wafbl{" Ifamljfm fmg Imlwxha 633;#-
Wafbl{ lw fb- !633;# xwfwl wafw wal lmgntjlmw l``lhw fmg wal xwfw|x v|n kcfx !tacha wals lqubchcwbs
bcilm wn gl`f|bw l``lhwx" u- 03# f{l f jfmc`lxwfwcnm n` fm fxsjjlw{s n` pfb|l wafw Ifamljfm fmg
Wpl{xis !6317# hfbb bnxx fpl{xcnm !u- 08#- Wal dcxw n` wacx lqubfmfwcnm cx wafw ulnubl jfs `llb fx
c` wals xnjlant unxxlxx wal gl`f|bw nuwcnm fmg wafw dcpcmd cw |u tn|bg kl ul{hlcplg fx f bnxx-
\mgl{ bnxx fpl{xcnm" x|ha f bnxx tn|bg jfwwl{ jn{l wafm wal lv|cpfblmw dfcm fhaclplg ks
hafmdcmd wn wal mnm*gl`f|bw nuwcnm- Wacx fhhn|mw u{lgchwx wafw ulnubl tn|bg `llb wal xfjl tfs c`
wals tl{l lmgntlg tcwa wal nuunxcwl gl`f|bw fmg fx x|ha" u{lxlmwx cwxlb` fx f a|jfm `fbbckcbcws-
Tl gn mnw hnmhl{m n|{xlbplx tcwa wal glkfwl nm wal {lfbcws n` hndmcwcpl cbb|xcnmx !Dcdl{lmzl{"
63309 Ifamljfm fmg Wpl{xis" 6330#- [fwal{" tl fxi tafw wal lwachfb cjubchfwcnmx f{l talm
gl`f|bw l``lhwx f{l fww{ck|wfkbl wn hndmcwcpl u{nhlxxlx npl{ tacha hnmx|jl{x afpl mn ftf{lmlxx
n{ hnmxhcn|x hnmw{nb-
L``n{w- Xnjl n` wal gl`f|bw l``lhw nm lqu{lxxlg u{l`l{lmhlx cx x|{lbs g|l wn l``n{w
!Xfj|lbxnm fmg _lhiaf|xl{ 6311#- @n{ cmxwfmhl" jfms ulnubl bcpcmd |mgl{ nuw*n|w unbchclx `n{
n{dfm gnmfwcnm" jcdaw mnw knwal{ wn nuw n|w klhf|xl n` wal l``n{w cmpnbplg cm fhv|c{cmd fmg
jfcbcmd f hafmdl*n`*hnmxlmw `n{j !Onamxnm fmg Dnbgxwlcm ;558#- Antlpl{" l``n{w cx mnw wal
tanbl xwn{s- Cm lqul{cjlmwx tal{l hannxcmd wn illu n{ fkfmgnm wal gl`f|bw {lv|c{lg wal xfjl
m|jkl{ n` jn|xl hbchix" Onamxnm fmg Dnbgxwlcm !;558# xwcbb `n|mg gc``l{lmhlx cm n{dfm gnmn{
unnb lm{nbbjlmw wafw {lxljkblg wanxl `n|mg cm wal {lfb tn{bg !7;, `n{ nuw cm fmg 1;, `n{ nuw
n|w#- Xcjcbf{bs" nwal{ xhanbf{x afpl f{d|lg wafw {fwcnmfb hfbh|bfwcnmx n` wal l``n{wx n` xtcwhacmd
hnjuf{lg wn wal dfcmx n` xtcwhacmd hfmmnw lqubfcm wal {fmdl n` gl`f|bw l``lhwx nkxl{plg !Wafbl{
fmg X|mxwlcm ;5589 Xfj|lbxnm fmg _lhiaf|xl{ 6311#- Tl gn mnw tcxa wn k{|xa fxcgl l``n{w*
8/9/2019 Smart Defaults From Hidden Persuaders to Adaptive Helpers
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kfxlg lqubfmfwcnmx? Cmh{lfxcmd l``n{w hblf{bs hfm f``lhw hanchl" antlpl{" l``n{w fbnml hfmmnw
lqubfcm fbb gl`f|bw l``lhwx-
Tacbl fbb wa{ll hf|xlx jfs hnmw{ck|wl wn wal cjufhw n` gl`f|bwx" walc{ cjun{wfmhl jfs
gc``l{ fh{nxx xcw|fwcnmx- Fx wal hf|xlx n` gl`f|bw l``lhwx hafmdl" xn wnn tcbb unxxckbl
cmwl{plmwcnmx fmg lwachfb cjubchfwcnmx
JF[ILWCMD LWACHX FMG GL@F\BWX
V|lxwcnmx fkn|w jf{ilwcmd lwachx tl{l hnjjnmubfhl tlbb kl`n{l Ufhif{g !6305#- Fx
@f{jl{ !6304? 6# nkxl{plg? @n{ wal ufxw 0"555 slf{x wal `clbg n` jf{ilwcmd afx kllm wan|daw n`
fx jfgl |u n` `fxw*k|hi f{wcxwx Wnn jfms n` |x afpl kllm wfilm ks wal wn|w n{ hnm*jfm9 fmg
fbb n` |x fw wcjlx afpl kllm u{ngglg cmwn k|scmd fbb xn{wx n` wacmdx tl {lfbbs gcg mnw mllg" fmg
tacha tl `n|mg bfwl{ nm tl gcg mnw lplm tfmw-
Wal hbfxxch {lubs wn x|ha h{cwchcxjx cx hfplfw ljuwn{!k|sl{ kltf{l# x|kolhw wn wal
jf{ilwl{ nul{fwcmd tcwacm wal bft9 ub|x fm fxxl{wcnm n` jf{ilw gcxhcubcml" {lhndmczcmd wafw jnxw
hnjufmclx {lbs nm {lulfw u|{hafxl fmg `fpn{fkbl tn{g*n`*jn|wa !Xjcwa 633
8/9/2019 Smart Defaults From Hidden Persuaders to Adaptive Helpers
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3
fmfbsxcx- Wa|x nml h{cwl{cnm |xlg wn lwachfbbs lpfb|fwl wal |xl n` f gl`f|bw jcdaw kl wal npl{fbb
dnngmlxx n` wal hnmxlv|lmhlx- N|{ gcxh|xxcnm n` gl`f|bw l``lhwx cmgchfwlx wafw wals hfm afpl
jfon{ dnng fmg kfg hnmxlv|lmhlx !l-d-" f|wnjfwch ulmxcnm ubfm lm{nbbjlmw9 fggcmd npl{u{chlg
tf{{fmwclx wn fbb n{gl{x# fmg wals jfs kl lwachfbbs lpfb|fwlg fhhn{gcmdbs-
F Hnmxlv|lmwcfbcxw Ul{xulhwcpl? \xcmd Gl`f|bwx wn Jfqcjczl Hnmx|jl{ Tlb`f{l
Nml unxxckbl {lxnb|wcnm n` wal v|fmgf{s u{lxlmwlg ks gl`f|bwx tn|bg kl wn uchi wal
gl`f|bw wafw tn|bg jfqcjczl hnmx|jl{ tlb`f{l" n{ kl cm wal hnmx|jl{x klxw cmwl{lxw- Antlpl{
fuulfbcmd" wal{l f{l fw blfxw wtn u{nkbljx tcwa wacx fuu{nfha- Wal `c{xw cx wafw wal `c{jx fmg wal
hnmx|jl{x cmwl{lxwx f{l mnw mlhlxxf{cbs fbcdmlg- @c{jx" xllicmd wn cmh{lfxl u{n`cw jfs xlw f
gl`f|bw cmhnmxcxwlmw tcwa hnmx|jl{ tlb`f{l jfqcjczfwcnm" tacha jcdaw klml`cw xnjl hnmx|jl{x
tacbl wal jfon{cws cx gcxxfwcx`clg fmg unxxckbs af{jlg" fmg tlb`f{l" nm fpl{fdl" cx {lg|hlg-
Wal xlhnmg cx wafw tafw cx klxw `n{ hnmx|jl{x glulmgx |unm haf{fhwl{cxwchx n` wal
hnmx|jl{? Fm n|whnjl wafw jfqcjczlx hnmx|jl{ tlb`f{l npl{fbb jfs kl x|knuwcjfb `n{ xnjl
hnmx|jl{x cm f hnmwlqw tal{l wal{l cx alwl{ndlmlcws cm u{l`l{lmhlx- Wa|x" f jf{ilwl{ jfs xlw f
gl`f|bw hnmxcxwlmw tcwa hnmx|jl{ tlb`f{l jfqcjczfwcnm" k|w xnjl jcmn{cws n` hnmx|jl{x tcbb kl
gcxxfwcx`clg fmg unxxckbs af{jlg- @n{ lqfjubl" wal gl`f|bw n{ f|wn u|{hafxl{x cm wal \X cx wn
afpl fm fc{ kfd cmxwfbblg cm fbb mlt plachblx- Tacbl wacx afx hblf{bs u{ng|hlg f mlw xfpcmdx cm
bcplx" cw afx lmgfmdl{lg xjfbb*`{fjlg tnjlm fx tlbb fx hacbg{lm- Wal tlb`f{l u{ng|hcmd klml`cwx
afpl jnxwbs fhh{|lg wn bf{dl*`{fjlg jlm fmg xnjl afpl xulh|bfwlg wafw wanxl tan f{l jn{l
bcilbs wn kl cm fhhcglmwxx|ha fx wanxl tan f{l cmlk{cfwlgf{l uf{wch|bf{ klml`chcf{clx- Wa|x"
tacbl tlb`f{l cx cju{nplg nm fpl{fdl" wal{l f{l cglmwc`cfkbl tcmml{x fmg bnxl{x" fmg v|lxwcnmx n`
{lxunmxckcbcws- Jn{lnpl{" fx tl xant cm wal mlqw xlhwcnm" lplm c` gl`f|bwx lmafmhlg hnmx|jl{
8/9/2019 Smart Defaults From Hidden Persuaders to Adaptive Helpers
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tlb`f{l `n{ fbb hnmx|jl{x" wals tn|bg {ljfcm lwachfbbs u{nkbljfwch klhf|xl n` walc{ cjubchfwcnmx
`n{ hnmx|jl{ f|wnmnjs-
F Mnmhnmxlv|lmwcfbcxw Ul{xulhwcpl? Gl`f|bwx Xan|bg Mnw Pcnbfwl Hnmx|jl{ F|wnmnjs
Gl`f|bwx hfm knwa lmafmhl fmg {lg|hl hnmx|jl{ tlb`f{l- Xlwwcmd gl`f|bwx wn jfqcjczl
hnmx|jl{ tlb`f{l jcdaw fuulf{ wn {lxnbpl lwachfb cxx|lx- Antlpl{" f mnmhnmxlv|lmwcfbcxw
ul{xulhwcpl x|ddlxwx nwal{tcxl-
Pf{cn|x jf{ilwcmd lwachcxwx afpl cglmwc`clg f g|ws n` jf{ilwl{x mnw wn jcxblfg hnmx|jl{x
!l-d-" Bfhzmcfi fmg J|{uas 6338# fmg wal Fjl{chfm Jf{ilwcmd Fxxnhcfwcnm Xwfwljlmw n` Lwachx
cglmwc`clx anmlxws fmg nulmmlxx fx kfxch pfb|lx {lv|c{lg n` jf{ilwl{x-6 Wal cjubclg lmgn{xljlmw
waln{s n` gl`f|bwx x|ddlxwx wals jfs jcxblfg hnmx|jl{x !l-d-" wal gl`f|bw cx cmhn{{lhwbs fxx|jlg
wn cmgchfwl tafw wal jfon{cws hannxlx#- Wan|da lv|fbbs" xnjl hnmx|jl{x !l-d-" wal jf{ilw
xfpps# tcbb kl xiluwchfb n` jf{ilwl{ ul{x|fxcnm fwwljuwx fmg fbl{w wn walc{ |xl n` xlb`*xl{pcmd
gl`f|bwx {fwal{ wafm kl jcxblg !K{ntm fmg I{cxamf ;557#- Gl`f|bwx fbxn hfm kl fw nggx tcwa wal
hnmx|jl{x {cdaw wn hanchl" nml n` wal `n|{ kfxch {cdawx cglmwc`clg cm f bfmgjf{i xullha ks
U{lxcglmw Ilmmlgs cm 630; !Bfjujfm fmg Gn|wacww 6334#- Xjcwa !633
8/9/2019 Smart Defaults From Hidden Persuaders to Adaptive Helpers
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Wal wl{j f|wnmnjs hnjlx `{nj wal D{lli tn{gx f|wnx !xlb`# fmg mnjnx !{|bl n{
bft# fmg" talm fuubclg wn ul{xnmx" {l`l{x wn walc{ glhcxcnmx fmg fhwcnmx klcmd walc{ ntm- Fx
Gtn{icm !6311# nkxl{plg" cw cx f jn{fb" unbcwchfb fmg xnhcfb cglfb- F|wnmnjn|x ul{xnmx f{l xlb`*
glwl{jcmcmd k|w cw cx j|ha jn{l wafm wacx" fx Gtn{icmx !6311? ;5# xljcmfb fmfbsxcx nkxl{plx?
f|wnmnjs cx hnmhlcplg n` fx f xlhnmg*n{gl{ hfufhcws n` ul{xnmx wn {l`blhw h{cwchfbbs|unm walc{ `c{xw*n{gl{ u{l`l{lmhlx" glxc{lx" tcxalx" fmg xn `n{wa fmg wal hfufhcws wn fhhluwn{ fwwljuw wn hafmdl walxl cm bcdaw n` acdal{*n{gl{ u{l`l{lmhlx fmg pfb|lx- Ks lql{hcxcmdx|ha f hfufhcws" ul{xnmx gl`cml walc{ mfw|{l" dcpl jlfmcmd fmg hnal{lmhl wn walc{ bcplx"fmg wfil {lxunmxckcbcws `n{ wal icmg n` ul{xnm wals f{l-
Gtn{icm |xlx wal hbfxxch xwn{s n` Ngsxxl|xwclg wn acx xacux jfxw xn wafw al hfm {lxcxw
wal hfbbx n` wal xc{lmxwn lqubfcm wal xlhnmg*n{gl{ {l`blhwcnm cmal{lmw cm acx hnmhluwcnm n`
f|wnmnjs- F|wnmnjs jlfmx wafw tl hfm afpl f u{l`l{lmhl fkn|w n|{ u{l`l{lmhlx !cm bcdaw n`
ant tl tcxa wn bcpl n|{ bcplx#- @n{ wacx {lfxnm" cw cx unxxckbl `n{ f|wnmnjs wn kl jfcmwfcmlg cm
wal `fhl n` cmwl{`l{lmhl wafw cm`{cmdlx nm wal pnb|mwf{s haf{fhwl{ n` nmlx fhwcnmx !n{ lplm
hnl{hcnm#- Fx Gtn{icm !6311? 67# t{cwlx" mnw lpl{s cmwl{ l{lmhl tcwa wal pnb|mwf{s haf{fhwl{ n`
nmlx fhwcnmx cmwl{`l{lx tcwa f ul{xnmx fkcbcws wn hannxl acx jngl n` bc`l- Wa|x xnjl bnxx n`
bckl{ws xwcbb jfs kl hnmxcxwlmw tcwa Gtn{icmx hnmhluwcnm n` f|wnmnjs- Hnmxcgl{" `n{ lqfjubl"
bc`l*xfpcmd jlgchfb w{lfwjlmw {lmgl{lg tcwan|w ufwclmw hnmxlmw cm ljl{dlmhs xcw|fwcnmx !Gtn{icm
6311? 660#-
Hnmx|jl{ f|wnmnjs afx wn gn tcwa n|{ xlb`*glwl{jcmfwcnm fx hnmx|jl{x- Cw {l`blhwx
u{l`l{lmhlx fkn|w u{l`l{lmhlx fx tlbb fx cjjlgcfwl mllgx fmg tfmwx- Wa|x" cw hfm kl hnmhlcplg
fx fhhnjjngfwcmd hnmx|jl{x tan tn|bg tcxa wn fbtfsx afpl fx j|ha hanchl fx unxxckbl fmg
wanxl tan jcdaw u{l`l{ wn afpl walc{ hnmx|jl{ hanchlx h|{klg !l-d-" klhf|xl n` fmwc*jfwl{cfbcxwch
pfb|lx#- Gl`f|bwx jfs hafbblmdl hnmx|jl{ f|wnmnjs-
8/9/2019 Smart Defaults From Hidden Persuaders to Adaptive Helpers
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Cm wal hfxl n` jfmcu|bfwcnm wa{n|da gl`f|bwx" wal hnmx|jl{ hlglx xnjl cmglulmglmhl n`
hanchl wn wal jf{ilwl{ fmg hnmx|jl{ f|wnmnjs cx gcjcmcxalg !lplm tal{l hnmx|jl{x jcdaw
afpl f u{l`l{lmhl `n{ wal hnmplmclmhl fmg lfxl n` glhcxcnm*jficmd u{npcglg ks gl`f|bwx npl{ fm
fhwcpl hanchl fbwl{mfwcpl#- Wacx cx hblf{ tal{l hnmx|jl{x gn mnw `{fjl wal gl`f|bw fx f hanchl
!l-d-" wal hnxwx n` nuwcmd n|w f{l xllm fx u{nackcwcplbs acda# n{ tal{l hnmx|jl{x f{l mnw ftf{l fx
wn wal unxxckcbcws n` hanchl !l-d-" mnw imntcmd nml hfm xtcwha bnmd*gcxwfmhl u{npcgl{x#-
Antlpl{" cx f|wnmnjs fbtfsx jfcmwfcmlg tal{l hanchl cx {lhndmczlg ks hnmx|jl{x> Tl wfil
|u wacx v|lxwcnm talm tl bnni `|{wal{ fw wal unxxckbl hf|xlx n` gl`f|bw l``lhwx k|w `c{xw gcxh|xx
f|wnmnjs cm {lbfwcnm wn ufwl{mfbcxwch |xlx n` gl`f|bwx" klhf|xl wacx acdabcdawx wal unwlmwcfb hbfxa
klwtllm wal unxxckbl unbchs dnfbx n` hnmx|jl{ f|wnmnjs fmg jfqcjczcmd hnmx|jl{ tlb`f{l-
Ufwl{mfbcxj cm Xlwwcmd Gl`f|bwx
Xcmhl gl`f|bwx hafmdl hanchlx" wals hfm pcnbfwl hnmx|jl{ f|wnmnjs ks xl{pcmd wal
jf{ilwl{x cmwl{lxw fmg mnw wal hnmx|jl{x- Slw wacx pcnbfwcnm hfm kl `n{ walc{ ntm dnng"
xl{pcmd f ufwl{mfbcxwch cmwlmw- Ufwl{mfbcxj cx wal cmwl{`l{lmhl tcwa f ul{xnmx bckl{ws n` fhwcnm
o|xwc`clg ks {lfxnmx {l`l{{cmd lqhb|xcplbs wn wal tlb`f{l" dnng" afuucmlxx" mllgx" cmwl{lxwx" n{
pfb|lx n` wal ul{xnm klcmd hnl{hlg !Gtn{icm 634;#- Wacx w{fgln`` klwtllm jfqcjczcmd
f|wnmnjs fmg hnmx|jl{ tlb`f{l cx xantm cm hbfxxch cbb|xw{fwcnmx n` ufwl{mfbcxwch cmwl{plmwcnmx ks
wal xwfwl cmhb|gl bftx {lv|c{cmd xlfw*klbw |xl cm hf{x n{ albjlwx n` jnwn{hshbl {cgl{x- Gtn{icm
!6311? 6;8# lqubfcmlg? Wal{l j|xw kl f |x|{ufwcnm n` glhcxcnm jficmd" lcwal{ ks u{lplmwcmd
ulnubl `{nj gncmd tafw wals afpl glhcglg n{ ks cmwl{`l{cmd tcwa wal tfs cm tacha wals f{{cpl fw
walc{ glhcxcnmx-
X|mxwlcm fmg Wafbl{ !;558? 6606# afpl f{d|lg xw{nmdbs cm `fpn{ n` f `n{j n` ufwl{mfbcxj"
|{dcmd wafw gl`f|bw {|blx xan|bg kl hanxlm tcwa wal lqubchcw dnfb n` cju{npcmd wal tlb`f{l n` wal
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ulnubl f``lhwlg ks walj- Walc{ {fwcnmfbl !;558? 660;# cx wafw cm xnjl hfxlx cmgcpcg|fbx jfil
cm`l{cn{ glhcxcnmx cm wl{jx n` walc{ ntm tlb`f{lglhcxcnmx wafw wals tn|bg hafmdl c` wals afg
hnjublwl cm`n{jfwcnm" |mbcjcwlg hndmcwcpl fkcbcwclx" fmg mn bfhi n` xlb`*hnmw{nb- Jn{lnpl{"
dcplm walc{ klbcl` cm hnmxw{|hwlg u{l`l{lmhlx" wals x|ddlxw wafw cm jfms xcw|fwcnmx wal{l cx mn
fbwl{mfwcpl wn f icmg n` ufwl{mfbcxj- Xnjlkngs j|xw xlw wal gl`f|bw- Wacx tlfi ufwl{mfbcxj cx
xwcbb cjunxxckbl wn fpncg lplm tal{l ubfmml{x fpncg gl`f|bwx fmg {lv|c{l fhwcpl hanchlx" klhf|xl
xnjl ulnubl tn|bg hannxl mnw wn hannxl-
X|mxwlcm fmg Wafbl{ !;558? 660;# fgpnhfwl bckl{wf{cfm ufwl{mfbcxj" |mgl{ tacha" wals
x|ddlxw" ufwl{mfbcxwch unbchclx wafw f{l xlb`*hnmxhcn|xbs fwwljuwcmd wn jnpl ulnubl tn|bg kl
fhhluwfkbl `{nj f bckl{wf{cfm ul{xulhwcpl c` hanchlx f{l mnw kbnhilg n`` fmg cjunxl nmbs w{cpcfb
hnxwx nm wanxl tan xlli wn gluf{w `{nj wal ubfmml{x u{l`l{{lg nuwcnm- Wa|x" cm xlwwcmd gl`f|bwx"
jf{ilwl{x unwlmwcfbbs hn|bg afpl bckl{wf{cfm klmlpnblmhl cm jcmg tal{lks gl`f|bw {|blx f{l
lmbcxwlg cm wal cmwl{lxw n` p|bml{fkbl uf{wclx !;558? 660;#- Cw {ljfcmx bckl{wf{cfm klhf|xl wal
glxcdm jfilx cw lfxs wn wfil wal mnm*gl`f|bw nuwcnm-
Lplm bckl{wf{cfm ufwl{mfbcxj pcnbfwlx f|wnmnjs- X|mxwlcm fmg Wafbl{ !;558? 6604" m- ;;#
fhimntblgdl wacx hnmhl{m |u wn f uncmw" wan|da wals fxxl{w wafw cw cx `fmfwchfb cm xlwwcmdx x|ha fx
nklxcws wn w{lfw f|wnmnjs fx f icmg n` w{|ju mnw wn kl npl{{cgglm nm hnmxlv|lmwcfbcxw
d{n|mgx- Wals hnmwcm|l ks hbfcjcmd {lxulhw `n{ f|wnmnjs cm xfscmd wafw f|wnmnjs cx
fglv|fwlbs fhhnjjngfwlg ks wal bckl{wf{cfm fxulhw n` bckl{wf{cfm ufwl{mfbcxj- C` wal l``lhw n`
gl`f|bwx hnjlx `{nj l``n{w n{ cjubclg lmgn{xljlmw" walm ul{afux dcpcmd ulnubl wal fkcbcws wn
hafmdl walc{ hanchl gnlx u{npcgl x|``chclmwbs `n{ f|wnmnjs- Antlpl{" wacx cx mnw wal hfxl `n{ n|{
wac{g waln{s n` gl`f|bw l``lhwx fmg X|mxwlcm fmg Wafbl{ !;558? 6601# jfcmwfcm wafw a|jfm
o|gdjlmw cx u{n`n|mgbs kcfxlg? Ulnubl `fcb wn jfil `n{lhfxwx wafw f{l hnmxcxwlmw tcwa Kfslx$x
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{|bl" |xl al|{cxwchx wafw blfg walj wn jfil xsxwljfwch kb|mgl{x" lqackcw u{l`l{lmhl {lpl{xfbx !wafw
cx wafw u{l`l{ F wn K fmg K wn F#" x|``l{ `{nj u{nkbljx n` xlb`*hnmw{nb fmg jfil gc``l{lmw hanchlx
glulmgcmd nm wal `{fjcmd n` wal u{nkblj-
Hnmx|jl{x jllwcmd wacx haf{fhwl{czfwcnm tn|bg mnw kl fx `{ll wn hannxl fx X|mxwlcm
fmg Wafbl{ tn|bg afpl cw !;558? 6606# klhf|xl n` wal pl{s kcfxlx wafw wals xfs mllg wn kl
fhimntblgdlg- C` wal kcfx n` bnxx fpl{xcnm |mgl{bclx wal u{l`l{lmhl `n{ gl`f|bw nuwcnmx !fx f{d|lg
ks Wafbl{" Ifamljfm fmg Imlwxha" 633;#" walm |xcmd gl`f|bwx fx cmxw{|jlmwx n` unbchs cmlpcwfkbs
hnju{njcxlx f|wnmnjs- Cm f {lfb xlmxl" wal `{llgnj wn hannxl u{npcglg ks bckl{wf{cfm
ufwl{mfbcxj cx fm cbb|xcnm" fw blfxw wn wanxl tan f{l |mftf{l n` wal l``lhwx n` gl`f|bwx-
[LJLGCLX WN LMAFMHL HNMX\JL[ TLB@F[L
Nml {lxunmxl wn wal gcbljjf n` gl`f|bwx jcdaw kl wn ubfhl f u{ljc|j nm hnmx|jl{
f|wnmnjs fmg {lv|c{l fhwcpl hanchlx tal{lpl{ unxxckbl- Antlpl{" gl`f|bwx hfm u{npcgl d{lfwl{
l``chclmhs cm hnmx|jl{ glhcxcnm*jficmd fmg hfm fxxcxw hnmx|jl{x cm jficmd dnng glhcxcnmx-
Wa|x" |mgl{ hl{wfcm hc{h|jxwfmhlx" gl`f|bwx hfm kl hnmx|jl{ tlb`f{l lmafmhcmd- Cm xnjl xlmxl"
gl`f|bwx f{l fbxn cmlxhfufkbl" c` nml pcltx wal hanchlx jfgl ks u{ng|hl{x fkn|w u{ng|hw
fww{ck|wlx fx fbb unwlmwcfbbs hnmx|jl{ hanchlx- Gl`f|bw l``lhwx f{l hl{wfcmbs jn{l u{lpfblmw fx
hnmx|jl{ hanchl afx lqufmglg9 hnmw{fxw @n{gx Jnglb W !fms hnbn{ xn bnmd fx cwx kbfhi# tcwa
wal j|bwcubchcws n` hanchlx u{npcglg wn hnju|wl{ h|xwnjl{x wngfs nm Glbbx tlkxcwl !h{lfwl sn|{
ntm xsxwlj#- Fx afx kllm gljnmxw{fwlg ks tn{i nm {lfxnm*kfxlg hanchl !Xaf`c{" Xcjnmxnm fmg
Wpl{xis" 6338# fggcmd nuwcnmx cmh{lfxlx wal wlmglmhs wn {ljfcm tcwa wal xwfw|x*v|n gl`f|bw-
Jnxw cjun{wfmw" ul{afux" cx wafw wal lqufmxcnm xcdmc`chfmwbs cmh{lfxlx wal l``n{w cmpnbplg cm
jficmd f glhcxcnm" lplm c` glhcxcnm*jfil{x |xl fgfuwcpl xw{fwldclx !Ufsml" Klwwjfm" fmg
8/9/2019 Smart Defaults From Hidden Persuaders to Adaptive Helpers
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6#9 n{ f `n{hlg*hanchl fuu{nfha !k|w xnjl tn|bg mnw hannxl" nwal{x tn|bg mnw jfil
dnng hanchlx" fmg wacx fkfmgnmx wal l``chclmhs n` gl`f|bwx#9 n{ fm fuu{nfha wafw jcmcjczlx wal
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m|jkl{ n` nuw*n|wx !k|w wacx jcdaw {lx|bw `{nj hndmcwcpl kcfxlx#- \bwcjfwlbs" antlpl{" wal
fuu{nfha n` |xcmd walxl pf{cn|x klmcdm gl`f|bw xnb|wcnmx cx x|knuwcjfb cm n|{ pclt {lbfwcpl wn
tafw tl hfbb xjf{w gl`f|bwx n{ fgfuwcpl gl`f|bwx wafw cmwlmwcnmfbbs xlw n|w wn lqubncw jf{ilwl{
lqul{wcxl cm jcwcdfwcmd gl`f|bw l``lhwx cm jf{ilwcmd hnmwlqwx-
Xjf{w Gl`f|bwx
Jf{ilwl{x f{l cm wal k|xcmlxx n` |mgl{xwfmgcmd hnmx|jl{ mllgx fmg u{lgchwcmd walc{
klafpcn{- Gl`f|bwx hfm kl xlw cm f tfs wafw wfilx fgpfmwfdl n` wafw imntblgdl- Hnmxcgl{ wal fc{
kfd lqfjubl |xlg lf{bcl{ wn cbb|xw{fwl alwl{ndlmlcws cm hnmx|jl{ mllgx- C` wal glubnsjlmw n` wal
fc{kfd hn|bg {lfhw wn wal icmg n` nhh|ufmw n` wal xlfw" hnmx|jl{ tlb`f{l tn|bg kl cmh{lfxlg-
Wa|x jfms Fgpfmhlg Fc{kfd Xsxwljx" {lv|c{lg nm fbb mlt plachblx cm wal \-X- xcmhl ;550" f{l
glxcdmlg wn xlmxl wal tlcdaw n` wal xlfw nhh|ufmw wn glwl{jcml talwal{ wn fhwcpfwl wal fc{kfd-
Wacx cx f xjf{w gl`f|bw- Cm albucmd h|xwnjl{x jfil klwwl{ glhcxcnmx fkn|w wal u|{hafxl n`
{lwc{ljlmw cmplxwjlmwx" f xjf{w gl`f|bw jcdaw kl kfxlg nm f xcjubl bcmlf{ jnglb cmhn{un{fwcmd
wal u|{hafxl{x fdl" `fjcbs xwfw|x fmg cmwlmglg fdl fw {lwc{ljlmw- Nwal{ `fhwn{x" x|ha fx wal
cmplxwn{x {cxi u{l`l{lmhlx fmg bnxx fpl{xcnm" fbxn hfm kl cmhb|glg- X|ha gl`f|bwx tn|bg mnw x|cw
fbb hnmx|jl{x ul{`lhwbs" k|w f{l x|ul{cn{ wn wal w{fgcwcnmfb gl`f|bw hnmw{ck|wcnm n` mnw u{npcgcmd f
xf`lws mlw n{ wal jn{l {lhlmw nml*xczl*`cwx*fbb gl`f|bw x|ddlxwlg ks jfms `c{jx-
Wal hafbblmdl `n{ xjf{w gl`f|bwx cx wn dfwal{ lmn|da cm`n{jfwcnm x|``chclmwbs v|chibs wn
u{ng|hl f klwwl{*h|xwnjczlg gl`f|bw wafm wal nml*xczl*`cwx*fbb fuu{nfha- Wal{l tcbb fbtfsx kl f
w{fgln`` klwtllm wal fjn|mw n` cm`n{jfwcnm dfwal{lg fmg wal fhh|{fhs n` wal gl`f|bw hfbh|bfwcnm"
k|w lqcxwcmd jf{ilw {lxlf{ha wlhamnbnds xan|bg fbbnt `c{jx wn fgg{lxx wacx u{nkblj- @{nj knwa f
hnmxlv|lmwcfbcxw fmg f hfplfw plmgcwn{!xlbbl{ kltf{l# ul{xulhwcpl" xjf{w gl`f|bwx f{l f gnjcmfmw
nuwcnm-; Tl klbclpl wals jfs fbxn kl fm fgpfmwfdl wn wal `c{j fx tlbb" fxx|jcmd wals gn wtn
wacmdx? Wal `c{xw cx wafw wals jllw wal hafbblmdl n` h{lfwcmd wal {cdaw xjf{w gl`f|bw- Wal xlhnmg"
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tacha cx ul{afux j|ha jn{l gc``ch|bw" cx wn kl fkbl wn hnjj|mchfwl wal l``lhw n` gl`f|bwx |unm
hanchl fmg wn hnmpcmhl hnmx|jl{x wafw walc{ hanchlx |xcmd xjf{w gl`f|bwx f{l klwwl{- Cm wacx hfxl"
`c{jx jfs u{n`cw `{nj wal bnmd*wl{j bnsfbws dlml{fwlg ks cmh{lfxlg hnmx|jl{ xfwcx`fhwcnm-
Xjf{w gl`f|bwx {lv|c{l wal u{lxlmhl n` hnmx|jl{*xulhc`ch gfwf" xnjl n` tacha jfs
fb{lfgs kl imntm wn wal jf{ilwl{ !l-d-" fdl" dlmgl{" {l`l{{cmd \[B# fmg xnjl n` tacha jcdaw kl
hnbblhwlg lqubchcwbs wn dlml{fwl wal gl`f|bw- Wal klf|ws n` xjf{w gl`f|bwx cx wafw wals {lw|{m |x wn
wal n{cdcmfb cglf n` jf{ilwcmd fx |mgl{xwfmgcmd fmg jllwcmd hnmx|jl{ mllgx cmhb|gcmd wal
gc``l{lmhlx fh{nxx hnmx|jl{x lpcglmw cm jf{ilw xldjlmwfwcnm- Tafw cx mnplb cx wafw xjf{w
gl`f|bwx fxx|jl wafw wal `c{j j|xw |mgl{xwfmg hnmx|jl{x klwwl{ wafm hnmx|jl{x waljxlbplx fw
wal kldcmmcmd n` wal glhcxcnm u{nhlxx- J|ha bcil f `c{j |xlx jf{ilw {lxlf{ha wn u{ng|hl
u{ng|hwx wafw jllw hnmx|jl{ mllgx" xjf{w gl`f|bwx x|ddlxw wafw `c{jx j|xw u{ng|hl glhcxcnmx wafw
jllw wal hnmx|jl{x mllgx fx tlbb- Wacx tfx mnw wal hfxl talm n|{ f|wn jfm|`fhw|{l{" tan afg
uchilg wal blfxw lqulmxcpl gl`f|bw `n{ lpl{s hanchl" `fcblg wn jllw wal mllgx n` jnxw hnmx|jl{x-
Wal xjf{w gl`f|bw glxcdm" xlblhwcmd wal {cdaw lmdcml" kngs xwsbl" fmg fhhlxxn{clx `n{ knwa wal acda
ul{`n{jfmhl hnmmncxxl|{ fmg wal uf{lmw n` f bf{dl `fjcbs" tn|bg kl f xjf{w gl`f|bw klwwl{
jllwcmd wanxl mllgx-
Fgfuwcpl Gl`f|bwx
Fmnwal{ nuwcnm" uf{wch|bf{bs {lblpfmw wn wal tn{bg n` nmbcml hnjjl{hl" cx wal cglf n` fm
fgfuwcpl gl`f|bw" nml wafw |xlx lfha hanchl cm f xl{clx wn xlw nwal{ gl`f|bwx- Cmxwlfg n` jficmd wal
f|wn jfm|`fhw|{l{x |m`n{w|mfwl hanchl n` xlblhwcmd wal blfxw lqulmxcpl nuwcnmx fx gl`f|bwx" f
jn{l fuu{nu{cfwl" klmcdm" tlb`f{l*lmafmhcmd gl`f|bw jcdaw kl wn jfil wal gl`f|bw wal nuwcnm wafw
f h|xwnjl{ tn|bg xlblhw cm wal fkxlmhl n` f gl`f|bw-
Fx tl afpl gcxh|xxlg" xjf{w gl`f|bwx tn|bg cju{npl hnmx|jl{ tlb`f{l kfxlg nm
{|gcjlmwf{s imntblgdl fkn|w wal hnmx|jl{- Fgfuwcpl gl`f|bwx tn|bg {lv|c{l wal jfm|`fhw|{l{
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wn u{lxlmw wal nuwcnmx tcwa gl`f|bwx wafw {lu{lxlmw wal klxw d|lxx n` tafw jcdaw kl hanxlm
hnmgcwcnmfb nm tafw afx kllm hanxlm wn gfwl- @n{ lqfjubl" xnjlnml tan hannxlx f untl{`|b
lmdcml jfs kl jn{l bcilbs wn hannxl hl{wfcm hnbn{x !{lg#" fmg nwal{ hnmxcxwlmw nuwcnmx" x|ha fx
xun{ws tallbx" f xun{wx afmgbcmd ufhifdl" fmg ul{`n{jfmhl wc{lx- Mnwl wafw |mbcil wal
tcglxu{lfg |xl n` ufhifdlx n` nuwcnmx wn bcjcw hanchl" wal cglf n` fm fgfuwcpl gl`f|bw u{lxl{plx
hnmxcgl{fkbl hnmx|jl{ f|wnmnjs !tcwacm jf{ilwl{ glwl{jcmlg kn|mgf{clx# fmg xw{cilx f kfbfmhl
klwtllm u{npcgcmd jn{l hanchl fmg u{npcgcmd wal {cdaw hanchlx- Cw fbxn fgg{lxxlx hnmhl{mx tcwa
hanchl npl{bnfg !Cslmdf{ fmg Bluul{ ;555# ks bcjcwcmd wal nuwcnmx wafw j|xw kl xantm wn wal
hnmx|jl{- Klhf|xl wal m|jkl{ n` glhcxcnmx wafw j|xw kl jfgl cx fbxn {lg|hlg" ldn glublwcnm
l``lhwx cm hanchl jcdaw kl jcmcjczlg ks fgfuwcpl gl`f|bwx !Kf|jlcxwl{" J|{fplm fmg Wchl ;555#-
Tacbl xjf{w fmg fgfuwcpl gl`f|bwx afpl jfms jl{cwx" wal{l jfs kl xnjl u{nkbljx
fxxnhcfwlg tcwa walc{ cjubljlmwfwcnm- Walxl hblpl{ gl`f|bwx fuulf{ wn kl hanchlx n{ o|gdjlmwx
wafw wal `c{j cx jficmd `n{ wal h|xwnjl{- Tan cx wn kbfjl talm f xjf{w n{ fgfuwcpl gl`f|bw gnlx
mnw `cw wal hnmx|jl{" x|ha fx talm wal fc{kfd cx cmfuu{nu{cfwl? wal jfm|`fhw|{l{ `n{ afpcmd f
unn{ fbdn{cwaj" n{ wal hnmx|jl{ `n{ ufxxcplbs fhhluwcmd wal gl`f|bw>
Nwal{ [ljlgclx
Cm xnjl hc{h|jxwfmhlx" cw jcdaw kl fuu{nu{cfwl wn {lv|c{l u{nhlg|{fb hnmxw{fcmwx !X|mxwlcm
fmg Wafbl{ ;558# wn {lg|hl wal u{nxulhw n` hnmx|jl{x {lolhwcmd f tlb`f{l lmafmhcmd gl`f|bw-
Walxl hnmxw{fcmwx wsuchfbbs {fcxl wal hnxw n` jnpcmd ftfs `{nj wal gl`f|bw ks {lv|c{cmd d{lfwl{
l``n{w !l-d-" tal{l xn`wtf{l hnjufmclx u{npcgl {lhnjjlmglg xlwwcmdx talm cmxwfbbcmd xn`wtf{l#-
Cm nwal{ hc{h|jxwfmhlx" uf{wch|bf{bs tal{l wal gl`f|bw cx mnw tlb`f{l lmafmhcmd `n{ fw blfxw xnjl
hnmx|jl{x" tf{mcmdx fmg gcxhbnx|{lx jfs kl tf{{fmwlg- Acgglm gl`f|bwx" wafw cx" mnw cm`n{jcmd
fbb h|xwnjl{x wafw wals afpl f hanchl n` hl{wfcm nuwcnmx" jfs kl cmfuu{nu{cfwl n{ fw blfxw {lv|c{l
gcxhbnx|{l c` wal{l f{l unwlmwcfbbs jfon{ mldfwcpl hnmxlv|lmhlx `n{ hnmx|jl{ tlb`f{l- Lv|fbbs" cw
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jfs kl fuu{nu{cfwl wn tf{m hnmx|jl{x n` gl`f|bw l``lhwx" mnw |mbcil ant h|{plg {lf{*pclt
jc{{n{x hnjl tcwa tf{mcmdx fkn|w ant wals fbwl{ ul{hlcplg gcxwfmhl- Antlpl{" tf{mcmdx tn|bg
kl n` blxx u{fhwchfb pfb|l fx f {ljlgs |mgl{ wal fxx|juwcnm wafw hndmcwcpl kcfxlx f{l fw tn{i- C`
gl`f|bw xlblhwcnm {l`blhwx cjubclg lmgn{xljlmw" cw jcdaw kl fuu{nu{cfwl wn {lv|c{l tf{mcmdx wn wal
l``lhw wafw wal gl`f|bw nuwcnm cx mnw lmgn{xlg ks wal hnjufms tal{l wacx cx mnw wal hnmx|jl{
tlb`f{l jfqcjczcmd nuwcnm !l-d-" gl`f|bw xlwwcmdx gn mnw hnmxwcw|wl f {lhnjjlmgfwcnm fmg jfs
mnw kl wal u{l`l{lmhl n` f jfon{cws n` hnmx|jl{x#- Hblf{bs" antlpl{" cm wacx hnmwlqw fmg nwal{x
!l-d-" cm {ldf{g wn ufwl{mfbcxwch {ljlgclx#" jn{l {lxlf{ha cx {lv|c{lg wn klwwl{ |mgl{xwfmg wal
{lbfwcpl hnmw{ck|wcnm n` wal gc``l{lmw waln{clx n` gl`f|bw l``lhwx wn gl`f|bw n|whnjlx-
Jn{l g{fhnmcfm" k|w f{d|fkbs tf{{fmwlg cm xnjl hnmwlqwx" tn|bg kl {ld|bfwcnmx
u{lplmwcmd wal |xl n` gl`f|bwx n{ {lxw{chwcmd jf{ilwl{x `{nj |xcmd wal hnmx|jl{*tlb`f{l
jcmcjczcmd gl`f|bw n{ `{nj |m`fc{bs bnfgcmd wal hnxwx n` mnw `nbbntcmd wal gl`f|bw- Cm pclt n` wal
gljnmxw{fwlg untl{`|b l``lhwx n` gl`f|bwx" hnmx|jl{ u{nwlhwcnm fdlmhclx xan|bg hbnxlbs jnmcwn{
walc{ |xl- Tl klbclpl wafw j|ha hn|bg kl fhaclplg wa{n|da hnmx|jl{ lg|hfwcnm xn wafw
hnmx|jl{x f{l klwwl{ cm`n{jlg n` ant hnmxhcn|xbs n{ nwal{tcxl wals jcdaw {lxunmg wn gl`f|bwx-
HNMHB\XCNM
Tl afpl kn{{ntlg f ufdl `{nj fm nbg knni nm wal jfmcu|bfwcnm n` hnmx|jl{x- Wan|da
cwx jlxxfdl afx kllm k{|xalg fxcgl" ul{afux {cdaw`|bbs xn tal{l cw hnmhl{mx cmgc{lhw jfmcu|bfwcnm
!fx wa{n|da x|kbcjcmfb fgpl{wcxcmd#" {lhlmw hnmx|jl{ {lxlf{ha gnh|jlmwx {nk|xw" {lbcfkbl fmg
jn{l gc{lhw l``lhwx" wal hnmx|jl{*tlb`f{l cjubchfwcnmx n` tacha jl{cw fwwlmwcnm- Wficmd wal
xw{lmdwa fmg xhnul n` gl`f|bw l``lhwx fx f hfxl cm uncmw" tl f{d|l wafw wals u{lxlmw hnmxcgl{fkbl
unwlmwcfb wn cjufhw" knwa unxcwcplbs fmg mldfwcplbs" wal n|whnjlx hnmx|jl{x `fhl- Tal{l
u{lpcn|x gcxh|xxcnmx n` gl`f|bwx afpl `nh|xlg xnblbs nm n|whnjlx" tl f{d|l wafw lplm talm
hnmxlv|lmhlx f{l klmcdm" gl`f|bw jfmcu|bfwcnmx hfm pcnbfwl hnmx|jl{ f|wnmnjs-
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;;
Wal cjubchfwcnmx n` gl`f|bwx hfmmnw kl o|gdlg tcwan|w f waln{s n` tas gl`f|bw l``lhwx
lqcxw- Tl hnmxcgl{ wal lwachfb cjubchfwcnmx n` gl`f|bwx tcwa {lxulhw wn wa{ll gnjcmfmw bcmlx n`
lqubfmfwcnm fx wn tas gl`f|bw l``lhwx lqcxw? cjubclg lmgn{xljlmw" hndmcwcpl bcjcwfwcnmx" fmg l``n{w-
F{d|cmd wafw cdmn{cmd gl`f|bwx cx mlpl{ o|xwc`clg" tl lqfjcml wal nuwcnmx wafw f{l fpfcbfkbl wn
`c{jx tan tcxa wn jfqcjczl hnmx|jl{ tlb`f{l dcplm wal l``lhwx n` gl`f|bwx- Jnpcmd klsnmg
klmcdm gl`f|bwx" tl u{nunxl wtn fbwl{mfwcplx jn{l cm bcml tcwa jf{ilwcmd u{cmhcublx n`
|mgl{xwfmgcmd fmg xldjlmwcmd h|xwnjl{x**xjf{w gl`f|bwx fmg fgfuwcpl gl`f|bwx**xantcmd wafw
knwa hfm lmafmhl hnmx|jl{ tlb`f{l fmg ant fgfuwcpl gl`f|bwx fbxn jfs u{lxl{pl hnmx|jl{
f|wnmnjs- Walxl fbwl{mfwcplx acdabcdaw jf{ilwl{ {lxunmxckcbcws `n{ wal u{nhlxx n` hnmx|jl{
glhcxcnm*jficmd- K|scmd jcxwfilx fx f {lx|bw n` jf{ilwl{ gl`f|bw xlwwcmdx hfmmnw xcjubs kl
kbfjlg nm wal hnmx|jl{- Fhhn{gcmdbs" cjubljlmwcmd fm lwachfb jf{ilw n{clmwfwcnm !Inabc fmg
Oftn{xic 6335# {lv|c{lx jf{ilwl{ fwwlmwcnm wn wal hnmx|jl{ glhcxcnm*jficmd u{nhlxx" cmhb|gcmd
k|w mnw bcjcwlg wn wal {nbl n` gl`f|bwx-
Fx tl hbnxl" tl mnwl wafw tacbl wal l``lhwx n` gl`f|bwx f{l mnwfkbs untl{`|b fmg ul{pfxcpl"
xcjcbf{ cxx|lx f{cxl tcwa fms jf{ilwcmd cm`b|lmhl wafw nul{fwlx tcwan|w hnmx|jl{ ftf{lmlxx"
talwal{ wals f{l `fcb|{lx n` tcbbuntl{ lmhn|{fdlg ks u{cjcmd" wal |xl n` hnmwfcml{x wafw
lmhn|{fdl hnmx|juwcnm" n{ wal |xl n` fmhan{x wn cm`bfwl u{chlx- Fbb walxl nhh|{ tcwan|w
x|kxwfmwcfb ftf{lmlxx" fmg cm xnjl hfxlx" fx cm fmhan{cmd" xcjubs tf{mcmd hnmx|jl{x n` walc{
lqcxwlmhl gnlx mnw u{lplmw walc{ cm`b|lmhl- Bcil gl`f|bwx" wals hfm lmafmhl n{ glw{fhw `{nj
hnmx|jl{ tlb`f{l- Hfplfw ljuwn{ fmg hnmx|jl{ xnpl{lcdmws f{l mnw fglv|fwlbs nul{fwcpl
hnmhluwx cm walxl hfxlx- F jn{l glxc{fkbl pclt" cm n|{ nucmcnm" cx wal {lfbczfwcnm wafw hnmx|jl{x
glhcxcnmx f{l wcdawbs bcmilg wn wal jfmml{ cm tacha cm`n{jfwcnm cx u{lxlmwlg wn walj" fmg
{lu{lxlmw fggcwcnmfb nkbcdfwcnmx ks tacha lwachfb jf{ilwl{x j|xw fkcgl-
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[L@L[LMHLX
Kf|jlcxwl{" [ns @-" Jf{i J|{fplm fmg Gcfmml J- Wchl !;555#- Ldn glublwcnm? F {lxn|{hl
jnglb n` pnbcwcnm" xlb`*{ld|bfwcnm" fmg hnmw{nbblg u{nhlxxcmd- Xnhcfb Hndmcwcnm" 61" 685*6
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@cwzxcjnmx" Dfpfm O-" O- Tlxbls A|whacmxnm" Ufwwc Tcbbcfjx" Onxlua T- Fbkf" Wfmsf B-
Haf{w{fmg" Onlb A|kl{" @{fmi [- If{glx" Dllwf Jlmnm" U{csf [fda|kc{" O- Lgtf{g [|xxn"
Kfkf Xacp" Mfgl{ W- Wfpfxxnbc !;55;#" Mnm*Hnmxhcn|x Cm`b|lmhlx nm Hnmx|jl{ Hanchl"
Jf{ilwcmd Blwwl{x" 68 !8#" ;03*;43-
Dcdl{lmzl{" Dl{g !6330#" Nm Mf{{nt Mn{jx fmg Pfd|l Al|{cxwchx? F [lubs wn Ifamljfm fmg
Wpl{xis" Uxshanbndchfb [lpclt" 658 !8#" cm
Kn|mglg [fwcnmfbcws? Wal Fgfuwcpl Wnnbknq" lg- D- Dcdl{lmzl{ fmg [- Xlbwlm" JCW U{lxx-
Cslmdf{" Xallmf X- fmg Jf{i [- Bluul{ !;555#" +Talm hanchl cx gljnwcpfwcmd? Hfm nml glxc{l
wnn j|ha n` f dnng wacmd>"+On|{mfb n` Ul{xnmfbcws fmg Xnhcfb Uxshanbnds" 43 !0#" 33
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Inabc" Fofs I- fmg Kl{mf{g O- Oftn{xic !6335#" Jf{ilw N{clmwfwcnm? Wal Hnmxw{|hw" [lxlf{ha
U{nunxcwcnmx" fmg Jfmfdl{cfb Cjubchfwcnmx"On|{mfb n` Jf{ilwcmd"
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Xfj|lbxnm" Tcbbcfj fmg [chaf{g _lhiaf|xl{ !6311#" Xwfw|x V|n Kcfx cm Glhcxcnm Jficmd"
On|{mfb n` [cxi fmg \mhl{wfcmws" 6 !6#" 4*
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@nnwmnwlx
6Xll Fjl{chfm Jf{ilwcmd Fxxnhcfwcnm Xwfwljlmw n` Lwachx" fgnuwlg ;557" fw
awwu?..ttt-jf{ilwcmduntl{-hnj.Fkn|wFJF.Ufdlx.Xwfwljlmw,;5n`,;5Lwachx-fxuq>xv:xwfwljlmw)n`)lwachx(-Fhhlxxlg Glhljkl{ 64wa" ;551-
; Xjcwa !633
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