The Problems North Korea Poses For Contemporary East Asia Research Paper

The Problems North Korea Poses For Contemporary East Asia - Research Paper Example Justifiably, the country has been dealing with severe political problems that are affecting other nations of the Asian continent (Mervio 19-30). There are various issues that North Korea is facing in the present day scenario which is affecting the entire nation along with the countries of the East Asian region in a comprehensive manner. In this regard, a few of the basic and the most crucial significant issues poses by North Korea for contemporary East Asia are the inability to suffice the daily requirements of the people, inhumane treatment and imbalance in the context of criminal justice system among others. It is worth mentioning in this similar context that the unstable political and social economic conditions of North Korea have certainly posed severe threats for the nations of East Asia by a certain extent. More importantly, it is the problem of the challenge of security tensions, which North Korea is dealing with (Borthwick 15-20). The country i.e. North Korea has initiated two of the most drastic nuclear programs in terms of magnitude. Likewise, it is ranked as the third largest in terms of its chemical weapon arsenal. Notably, the country has fired missiles such as Nodong and Taepodong to Asian countries like Japan and South Korea that certainly resulted in mass destruction. This can be duly considered as one of the negative impacts of the country imposed on the nations of East Asia. Lack of proper leadership in the country has also resulted in erupting major issues that affected the rapid pace of development of the East Asian nations and the global countries altogether. It will be vital to mention that the aspects including poverty, unstable economy and prevalence of improper legislative structures are deemed to be certain crucial issues that North Korea is dealing in this contemporary scenario. The problems of security in North Korea have been widely regarded as a threat to the  countries of the East Asia n regions along with the other international nations in the global paradigm.

Organisation Business Essay Example | Topics and Well Written Essays - 2000 words

Organisation Business - Essay Example Another trait which effects emotional intelligence is the gender, as women tend to be more social and empathetic than men whereas men are more self-regulating. Therefore, both of the emotional approaches have different kind of effects on the work individuals do in professional fields (Arteche, et al. 2008, 1). This aspect is discussed further later. A research by Adriane Arteche, Tomas Chamorro-Premuzic, Adrian Furnham and John Crump was done on the traits involved in Emotional Intelligence. Through this research, Principal Component Analysis (PCA) exposed a four-factor fundamental structure of emotional intelligence which showed high internal dependability and were, without difficulty, interpretable as mood, intrapersonal, interpersonal and adaptability, in line with Bar On. Furthermore, inter-correlations supported a higher order factor in self-assessed EQ-i, as stated by numerous other researchers (Arteche, et al. 2008, 3). Emotionally Intelligent Leadership The next research whic h was looked upon was the research done by Wendy Gordon (2010, 72) that goes deeper on the professional and personal level of the emotional intelligence. In her article, she tells us about how to reduce cost in USAF (United States Air force) and American Express by using the traits of emotional intelligence. In the research, she explains that better Emotional Intelligence means better leadership qualities in a person. With the arrival of Emotional Intelligence evaluation apparatus, companies especially considering the USAF and American express, now have the luxury of generating a methodically validated summary, showing them what behaviors would make up an effectual leader in their meticulous corporation or industry. Researchers at the Center for Creative... This essay stresses that emotional Intelligence is a strengthening factor for any employee in an organization. It means to be in control of one’s emotions and therefore being focused on the goal and clear about one’s course of action, without being impulsive. Somebody who is emotionally intelligent and handles a situation effectively in both rough and calm times would prove to be a great asset to any organization. This report makes a conclusion that personality traits play a big role when it comes to professionalism and emotional intelligence. Many qualities linked to transformational and effective leadership are also positively correlated to emotional intelligence showing that people who are able to control their and others emotions are more likely to be great leaders. Furthermore, it can be concluded that it is the responsibility of managers to manage their subordinates’ emotions in order to minimize their negative effects e.g. negative feedback should be delivered in such a way that the employee remains motivated for improved performance in future and chances of counterproductive behavior are diminished. Although the personality traits of male and female employees vary, it is established that emotional intelligence in a working environment is not determined mainly by the gender of an employee, but by their interpersonal skills while working in a team. Therefore, emotional intelligenc e is essential quality for employees, in order to have a healthy and professional environment for every person working in any organization.

Vortioxetine: Long and Short Term Effectiveness

Vortioxetine: Long and Short Term Effectiveness Clinical Efficacy and Tolerability Studies:  Effectiveness in short term therapy Thase M et al. performed meta-analysis on 10 short term placebo-controlled clinical trials [studies analyzed were with Clinical trial registry no:NCT00839423, NCT00635219, NCT00735709, NCT01140906, NCT01153009, NCT01163266, NCT00672958, NCT00672620, NCT01179516, NCT00811252]outcome submitted to USFDA for vortioxetine approval purpose and demonstrate the efficacy of the compound in treatment of MDD. They observed existence of dose response correlation across the dosage strength (5-20mg/day) of vortioxetine on the basis of MADRS as efficacy measurement scale. The analysis reported clinically meaningful efficacy of vortioxetine through mean difference in change from baseline MADRS total score (32.4 ±4.1 for vortioxetine(n=2416) and 32.1 ±4.0 for placebo(n=1439)) observed for 5mg strength(difference of change in score: -2.6; p=0.008), 10 mg strength (-3.5; p The very first study to identify efficacy, safety and tolerability of vortioxetine 5mg and 10 mg/day dosage vs. placebo was carried out for 6 weeks with participation of 429 patients with baseline Montgomery–Åsberg Depression Rating Scale (MADRS) total score 30. Venlafaxine XR 225mg/day was used as an active reference in this multi-site study. The study exhibited superior treatment by vortioxetine in comparison of placebo as evident by significant difference (p Impairment in health-related quality of life (HRQoL) is a chronic illness directly related to depression. Improvement in HRQoL in patient suffering of MDD reflects therapeutic effectiveness and enhance patient adherence to the drug. Florea I et al. performed random effect meta-analysis on 9 placebo controlled short term studies [Studies included are Clinical trial registry no.: NCT 00839423; NCT00635219; NCT01323478; NCT00672958; NCT00672620; NCT00735709; NCT01153009; NCT01163266] of patients with MDD receiving vortioxetine using a variety of quality-of-life assessment tools. The meta-analysis (FAS, MMRM) showed a statistically significant difference from placebo in favor of vortioxetine (p Effectiveness on Cognitive function: Efficacy of vortioxetine on cognitive function in depressed adults Memory impairment as a Neurocognitive mutilation is prominent in patients with MDD and the same is considered s a marker of brain dysfunctinality (Burt D). Antidepresant drugs with positive effect on reversal of cognitive dysfunction are differenciated from the antidepressants with no cognitive effect to facilitate good prescription in general. In a preclinical study, Vortioxetine enhanced memory in rat as evident by novel object recognition test and alleviated extracellular level of acetylcholine and histamine when 1-10 mg/kg drug is administered subcutaneously to experimental animals (Mork A, 2013). The chronic dietary administration of drug also found to be effective in alleviation of stress-induced impairment in reversal learning when adult male rats were exposed to chronic intermittent cold (CIC) stress and 4-chloro-DL-phenylalanine methyl ester hydrochloride (PCPA), a 5-HT depleting agent (Wallace A, 2014). Restoration of 5-HT depletion impaired memory by Vortioxetine was also demonstrated by Jardin KG and Jansen JB through PCPA induced 5-HT depletion model and behavioural tests including object recognition (OR) and Y-maze spontaneous alternation (SA) tests respectively. SERT (Serotonin transporters) occupancy (>90%) by vortioxetine was established in their preclinical work, with reports of dose-dependently reversed recognition memory and spatial working memory in rats. Effectiveness in MDD relapse prevention (Long term therapy) Major depressive disorder (MDD) patients have to maintain therapy even after remission by acute treatment to prevent relapse especially when residual symptom and comorbid illnesses (E.g: MDD with generalized anxiety disorder) are present at the remission point (Keller M, 2007). The long term efficacy of antidepressants is also be established by study of its role in maintenance treatment in preventing depression recurrence in patients who responded to acute therapy (Kornstein 2006)(Steinert C 2014). Alam M et al (NCT 00707980) carried out an open-label, 52-weeks, long term study to identify efficacy of vortioxetine along with monitoring of adverse effects. This was the extension of two double blind, placebo controlled short term (8weeks) lead in studies involving participants suffering of MDD. Total 834 patients were treated with 5 mg/day dose of vortioxetine for first week followed by dose titration from 2.5 mg/day to 10 mg/day depending on intensity of response till 52 weeks. The study concluded with absence of potential adverse effect reports and proved efficacy of vortioxetine by maintenance of remission observed by Change From Baseline score of MADRS Total Score (Observation: -7.4  ±9.81 units Change from baseline score as end point result) and 24-item Hamilton Depression total score (Observation: -7.9  ±9.66 units change from baseline score as end point result). Furthermore, Baldwin DS et al reported safety and efficacy of vortioxetine in prevention of relapse of MDD o n the basis of 52 weeks of remission maintenance therapy in patients who previously completed acute therapy of vortioxetine for 8 weeks with evidence of remission. Patients reported approximately 8 points reduction from 13.5 ±8.7 base line MADRS score after 52 weeks of treatment indicated favorable profile of vortioxetine (2.5, 5 and 10 mg/day) in relapse prevention during long term remission maintenance therapy of MDD. At the end of 52 week treatment, approximately 2% patients have shown sign of relapse (MDRS score ≠¥ 22) as per Montgomery-Asberg Depression Rating Scale. For vortioxetine, a MDD relapse prevention study was carried out with participation of 639 MDD patients aged between 18-75 years and diagnosed with a current major depressive episode (MDE) within four weeks duration. In this investigation, against baseline score in MADRS scale ≠¥26, a remission point was considered as MADRS total score ≠¤10 for vortioxetine (5 or 10 mg/day) treated patients to enter in double-blind, 24 weeks phase of treatment with either placebo (n=192) or vortioxetine (n=204) for relapse time analysis. At the end of the study, relapse rate was 13% and 26% for vortioxetine and placebo treated groups respectively as an evidence of efficacy of vortioxetine in prevention of relapse in 396 patients participated in 24 week phase (Boulenger JP 2012). COMPARATIVE EFFICIENCY Treatment with vortioxetine (2.5 mg, 5 mg, 10 mg) failed to make differentiation from placebo when Change From Baseline in MADRS Total Score was considered as a primary efficacy analysis tool in a 8 Week randomized, double blind clinical study. In the same investigation, Duloxetine (60 mg), a reference drug used to find efficacy of vortioxetine, also failed to make differentiation against placebo in primary efficacy analysis. Secondary efficacy outcome analysis and tolerability analysis suggested efficacy of vortioxetine with 5mg and 10 mg strength through MMRM (Mixed-Effect Model Repeated Measure) model (Badwin DS, 2012). In a randomized, double blind study involving comparison of vortioxetine (n= 252) and agomelatine (n=241), superiority of treatment with vortioxetine (p Katona C et al reported significantly (P = 0.0011) higher efficacy of vortioxetine (5 mg/day) in comparison of placebo by 24-item Hamilton Depression Scale (HAM-D (24)) total score () as the primary measure. 29.2 vs. 19.3% remission rate were observed at the endpoint for vortioxetine and placebo controlled population respectively during the study which also involved duloxetine as active reference. The patient adherence rate was 94.2% in case of vortioxetine and 90.1% in case of duloxetine demonstrated tolerability of vortioxetine in their study. Comparative Safety of vortioxetine (10mg per day) in MDD treatment was established on the basis of 15 days study demonstrating its effect on psychomotor performance in 24 healthy subjects. The drug didn’t show alteration in psychomotor functioning withing and at the end point of te study. The investigation also involved use of Mirtazapine as an active reference which was found to be inferior through strandardized driving test due to cognitive impairment obsrved by it. (Theunissen). EFFECTIVENESS ON ETHNIC POPULATION Majority of the clinical investigations listed in table 3 were carried out at multi sites involving global population and diverse demographic distribution. The drug was found to be equally effective on participants from different countries. Recently H.Lundbeck announced head-to-head study results comparing efficacy and tolerability of vortioxetine 10mg/day and venlafaxine XR 150mg/day in treatment of MDD in 437 adult participants (Inclusion criteria: MADRS total score ≠¥26) from four Asian countries, Thailand, South Korea, Taiwan and China. The end point outcome established slightly more effectiveness of vortioxetine compared to venlafaxine with mean difference of -1.20 points in change observed in baseline MADRS total score(with 95% CI: -3.03 to -0.63). The superiority of vortioxetine was strongly supported by its tolerability data observed as lesser incidences of adverse events (6.6% vs. 13.7%) and lesser drop out ratio of participants (18% vs. 27.4%) in case of vortioxetine treatment compared to active reference. Efficacy of vortioxetine in Asian population was established by substantial improvement in MDD as evident by change in baseline score i.e.: -19.4 points on MADRS total score. SAFETY AND TOLERABILITY Efficacy and safety for Sexual function maintenance Sexual dysfunction is one of the major risks of antidepressant therapy particularly with selective serotonin reuptake inhibitors (SSRIs)(Strohmaier J 2011). Therapy discontinuation is reported frequently in clinical studies involving various antidepressants due to adverse effects associated with sexual problems which includes including anorgasmia, problems in ejaculation, absence of libido and impotence but still sexual dysfunction is one of the most under-rated AEs (Serretti A). at the same time symptoms and illness of depression is also known to be associated with sexual dysfunctions(Baldwin D, 2013 AND Foong T; Reichenpfader U,). In this dilemma, the data generated through efficacy and safety studies of vortioxetine are supporting the selection of vortioxetine as an antidepressant with the minimum side effects as far as sexual health impairment is concerned. A study involving MDD patients suffering of SSRI monotherapy (Treatment with citalopram, paroxetine or sertraline) induced sexual dysfunction indicated effectiveness of vortioxetine in clinically meaningful improvement in sexual functioning compared to escitalopram. This multicentre, randomized, double-blind, active controlled clinical trial was carried out on SSRI treated 447 participants who were already in partial or full remission state from MDD as measured by the MADRS and CGI-S/I(Clinical global impression severity and improvement scales). The participants were switched 10 mg/day fixed dose of vortioxetine or escitalopram for the first week of study. Further, the dose was increased to 20 mg/day in second week followed by flexible dose (10-20 mg/day) till the end of 8th week. The dose was taped down to 10 mg/day for escitalopram control group whereas vortioxetine treated group was switched to placebo control for another 1 week. Treatment with vortioxetine(n=169) concluded in a s tatistically significant treatment effect by change from baseline CSFQ-14(Changes in sexual functioning Questionnaire) total score at the end of 8th week of study in comparison of escitalopram(n=179). A mean treatment difference of 2.2 points for vortioxetine vs escitalopram groups(95% CI: 0.48—4.02; p=0.013, MMRM) proved efficacy of vortioxetine in sexual function restoration and MDD remission mintenance in patients treated with other antidepressant previously. Previously, during the proof-of-concept, short term efficacy study for vortioxetine (5mg/day and 10 mg/day) with placebo control and active reference control has demonstrated statistically higher safety of vortioxetine in comparison of active reference (12.4% incidences for venlafaxine vs. 1.9% incidences for 5 mg/day vortioxetine and placebo, p=0.0033, Fishers exact test) and equivalent safety in comparison to placebo group for the incidences of sexual dysfunction related adverse effects. In contrast, Mahbaleshwarkar 2013 (NCT00672620) reported high incidences (51% for and 37.5% for vortioxetine 2.5 mg and 5 mg versus 26.9% duloxetine and 33.3% placebo group) of treatment-emergent sexual function impairment by treatment with vortioxetine. They monitored sexual dysfunction as a adverse effect using the ASEX (Arizona sexual experience) scale. The study involving a total 9f 611 participants also concluded with observation of non-significant difference in changes from baseline of HAM-D2 4 total score between 5mg, 10 mg vortioxetine and placebo. The above studies indicate that sexual function related AEs is not a concern for long term use of vortioxetine as a remission maintenance therapy unlike other antidepressants whereas patients may suffer by adverse effects related with sexual dysfunction when the therapy for remission with 5mg or 10 mg dose is started in patients suffering of MDD. Adverse Effects Frequency and severity of adverse effect and change in selected vital body parameters, ECG, weight change due to vortioxetine (2.5, 5.0 and 10.0mg/day) administration were observed during a 52 week open labeled study by during a open label long term study by Baldwin DS. They also considered physical examination and clinical safety laboratory tests to make thorough investigation. Out of 535 participants, only 2% of individuals have shown sign of severe adverse effects but none of the adverse effect was prevalent in more than 0.56% individuals among total participants. Apart from this, majority of the patients reported the non-serious adverse effects have shown sign of nausea (19.81%) and headache (15.33%). Sexual dysfunction related adverse effects were reported in six patients at the end of the study. This study was also concluded with effectiveness of vortioxetine in long term treatment as mentioned previously in this article. The study was concluded with positive outcome in terms o f tolerability of vortioxetine for long term maintenance therapy in patients with MDD remission. Drug Interactions Vortioxetine dose adjustment is not required based on age, race, gender, ethnicity, renal or hepatic impairment but due to serotonin syndrome and neuroleptic malignant syndrome, the drug is contraindicated in concomitant administration with irreversible non selective MAOIs(Monoamino oxidase inhibitors). Chen G et al reported drug interaction cases affecting pharmacokinetic profile of vortioxetine in healthy subjects. They observed need of dosage adjustment of vortioxetin when it is concomminately administered with bupropion, rifampicin as steady state AUC and Cmax of of vorteoxetine enhanced by 128 and 114% in case of bupropion co-administration and suppressed by 72% and 51% in case of rifampicin co-administration. At the same time, tolerability of simultaneous therapy was evident by absence of any severe adverse effects. They also reported safety of vorteoxetine in concomminent administration of popular contraceptive, Estradiol. Vortioxetine is mainly metabolized in liver by CYP2D6 and up to some extent by CYP2C9 and CYP34/5. This makes vortioxetine sensitive to other drugs which are CYP2D6 inhibitors, CYP3A4 and CYP2C9 inhibitors and Cytochrome P450 inducers. Other than these, reversible and non-selective MAOI and serotonergic medicinal products are also potential drug substances affecting efficacy and safety of vortioxetine.

Standardized Test Scores and Their Use in College Admissions Decisions

Standardized Test Scores and their use in College Admissions Decisions PURPOSE The purpose of this proposal is to examine current and future Iowa State University admissions decisions processes. At the present time most colleges, including Iowa State use a combination of standardized test scores, high school class rank, high school grade point average, and essays to make decisions on admissions. All of the above are good determinants of a student’s possible success in college, except standardized test scores. Standardized tests discriminate against minorities and are not a good overall indicator of a student’s potential. For these reasons and others, Iowa State should not use standardized test scores when making admissions decisions. BACKGROUND Since America’s college system began, someone has had the responsibility of deciding who gets into a college and who does not. Colleges and universities must draw the line somewhere as to who has the opportunity to become more educated and who gets a full-time job at McDonald’s. This decision-making process has always been a difficult job and has become even more difficult in recent years as competition in higher education gets tougher. College admissions departments have come up with a system which combines indicators such as standardized test scores, high school class rank, grade point average, and essays. Different schools put different amounts of emphasis on these gauges but most use some mixture of them. In recent years many schools have begun to put more emphasis on standardized test scores. Almost all college bound students now take entrance exams like the ACT or SAT. These tests supposedly indicate how "smart" a student is and how successful they would be in colle... ...f schools, ranging from small liberal arts colleges to large public universities, have made the switch. Most report many benefits with "no drop-off in the academic quality of their applicants" (FairTest). Colleges and universities could make this decision for themselves or the change could come thorough a statewide policy. For example in Texas, starting in 1998, students applying to public universities who were in the top 10 percent of their graduating high school class, do not have to take the ACT or SAT (State Colleges). A policy such as this is another example of a possible way to emphasize high school achievement rather than test scores. The no standardized test policy should be implemented at Iowa State University as soon as possible. Beginning with the incoming freshman class of 2001, standardized tests should not be used as a tool in admissions decisions.

Coca-Cola versus Pepsi-Cola: Competitive Strategies Essay

Coca-Cola (Coke) and Pepsi-Cola (Pepsi) have been the most popular soft drinks for many years, and has also been each other’s biggest competitor. Coke was created in 1885 by John Stith Pemberton, a pharmacist, and was initially made as a tonic (Smith, 2012). In the beginning, Coke had cocaine in it, which was to fight depression and also make consumers addicted to the drink. In 1904, the Food and Drug Administration eliminated the use of cocaine, a key ingredient, in the United States, so Coke decided to keep its name and endorse the beverage through aggressive advertising (Smith, 2012). Thirteen years after the creation of Coke, in 1898, Caleb Bradham, a pharmacist, created a beverage named Brad’s Drink (later changed to Pepsi), and was Coke’s main competitor (Smith, 2012). Both companies focused on advertising, but they took different approaches. These different approaches that each company uses, also reflects the differences of their corporate cultures. Coke a nd Pepsi have been competing with one another since the beginning, and this competition seems to have pushed both companies to remain at the top of their market. Corporate culture is defined as an organization’s system of principles, beliefs, and values (Boone & Kurtz, 2012). Coke’s corporate culture focuses on seven core values, which are leadership, passion, integrity, collaboration, diversity, quality, and accountability (Coca-Cola, 2013). Coke focuses on their employees and their brand in order to keep the promise to â€Å"refresh the world in mind, body, and spirit, and inspire moments of optimism; to create value and make a difference (Coca-Cola, 2013).† On the other hand, Pepsi’s corporate culture focuses on performing with a purpose. Performing with a purpose means blazing new trails, never settling for second best, succeeding and celebrating together, and doing something bigger (PepsiCo, 2012). Pepsi also focuses on nutrition by addressing health concerns. The difference between these two companies is that Coke seems to focus more on their employees, where as Pepsi, seems to focus more on staying ahead of the competition by always coming up with new trends or products. Pepsi’s culture has benefitted Coke by focusing on healthier alternatives rather cola products. In 2006, when Indra Nooyi took over as CEO, she decided not to continue to battle with Coke. Instead of cola products, Nooyi decided to focus on water, juices, teas, and sports drinks. Since Pepsi began focusing on healthier alternatives, of all soft drinks, Coke has controlled 41.9 percent of the market compared to Pepsi’s 29 percent (D’Altorio, 2013). On the other hand, Coke’s focus on their brand has benefitted Pepsi’s decision to not focus mainly on cola products. Coke clearly commands the cola war between the two companies, but Pepsi has won the revenue battle, bringing in 38 percent more revenue than Coke in 2011 (Russell, 2012). Pepsi has expanded the company by starting the Quaker Oats, Gatorade, and Tropicana divisions. By opening up these divisions, Pepsi’s goal is to reach $30 billion in revenue by 2020 (D’Altorio, 2013). Coke’s focus on the brand, allowed the company to clearly control the cola market, but by limiting the company to soft drinks, Coke has allowed Pepsi to tap into other markets and gain more revenue. Another part of Pepsi’s culture that has benefited Coke was â€Å"doing something bigger.† Pepsi has been known to use celebrities to promote their products, but there have been instances where these promotions have backfired. The most recent of these mishaps was in 2002 when Pepsi pulled an ad featuring the rapper Ludacris. Bill O’Reilly called for a boycott of Pepsi because he felt the company used an â€Å"immoral rapper† as a spokesperson (Russell, 2012). After the controversy, Pepsi committed to paying $3 million dollars to the Ludacris Foundation (Russell, 2012). With a popular rapper, such as Ludacris, who has millions of fans, t his controversy created the risk of Pepsi losing millions of consumers, which could have switched over to the competition, Coke. In the future, the part of Coke’s corporate culture that will probably change is their leadership. Companies change leaders often, especially when the current leader is not performing to the standards that the company expects. In order to continue to thrive, Coke has to be sure that they put leaders in place who understand the company’s vision. They must be able to take those visions and continue to move the company forward in its market. Coke has been a leader in the cola market for many years and as a new leader, it will have to be the goal of that leader to ensure that Coke remains at the top of the market or Coke will have to find a new leader. If Coke constantly has to change leadership, then it will affect the company. Finding a great leader is not an easy task, but once that leader is found it is up to him/her to effectively lead the company into the future and not ruin everything that has been built before they came along. Pepsi’s believes in blazing new trails, and thus far it has worked for them. In the future, Pepsi must be careful that by blazing new trails they do not forget what has allowed their success over the years. Although the new trails that they tapped into in the past have worked, there is no guarantee that it will continue to work in the past. There have been companies, like Coke, that have tried new products (New Coke) that did not work. Pepsi has had success with tapping into new markets, but the company must be careful that they stick with what has worked for them so that they do not tarnish the brand that they have worked so hard to establish. The different markets (water, juices, teas, and sports drinks) that have been tapped into has brought Pepsi much success, and instead of blazing new trails, Pepsi needs to focus on making their current product lines bigger and better. Tapping into other markets that they are not already a part of could possibly take away from the produc t lines that they already have in place. Conclusion Coke and Pepsi are the top cola and soft drink companies and each other’s biggest competitor. Both companies have established themselves using different methods, but they both have had success with these methods. Coke has clearly won the rivalry between the two when it comes to the individual cola lines, but when it comes to overall revenue; Pepsi has won the battle of revenue. Although both companies have made mistakes over the years, both have continued to be successful. Coke has stuck with what has worked for them throughout the years, which is the cola and soft drink market. Pepsi on the other hand, tried different markets, and was very successful. These two companies will continue to be rivals from now until the end of time because they are both at the top and continue to fight to make sure that is where they stay.

Second Foundation 1. Two Men and the Mule

THE MULE – It was after the fall of the First Foundation that the constructive aspects of the Mule's regime took shape. After the definite break-up at the first Galactic Empire, it was he who first presented history with a unified volume at space truly imperial in scope. The earlier commercial empire at the fallen Foundation had been diverse and loosely knit, despite the impalpable backing at the predictions of psycho-history. It was not to be compared with the tightly controlled ‘Union of Worlds' under the Mule, comprising as it did, one-tenth the volume of the Galaxy and one-fifteenth of its population. Particularly during the era of the so-called Search†¦ Encyclopedia Galactica [1] There is much more that the Encyclopedia has to say on the subject of the Mule and his Empire but almost all of it is not germane to the issue at immediate hand, and most of it is considerably too dry for our purposes in any case. Mainly, the article concerns itself at this point with the economic conditions that led to the rise of the â€Å"First Citizen of the Union† – the Mule's official title – and with the economic consequences thereof. If, at any time, the writer of the article is mildly astonished at the colossal haste with which the Mule rose from nothing to vast dominion in five years, he conceals it. If he is further surprised at the sudden cessation of expansion in favor of a five-year consolidation of territory, he hides the fact. We therefore abandon the Encyclopedia and continue on our own path for our own purposes and take up the history of the Great Interregnum – between the First and Second Galactic Empires – at the end of that five years of consolidation. Politically, the Union is quiet. Economically, it is prosperous. Few would care to exchange the peace of the Mule's steady grip for the chaos that had preceded, On the worlds that five years previously had known the Foundation, there might be a nostalgic regret, but no more. The Foundation's leaders were dead, where useless; and Converted, where useful. And of the Converted, the most useful was Han Pritcher, now lieutenant general. In the days of the Foundation, Han Pritcher had been a captain and a member of the underground Democratic Opposition. When the Foundation fell to the Mule without a fight, Pritcher fought the Mule. Until, that is, he was Converted. The Conversion was not the ordinary one brought on by the power of superior reason. Han Pritcher know that well enough. He had been changed because the Mule was a mutant with mental powers quite capable of adjusting the conditions of ordinary humans to suit himself. But that satisfied him completely. That was as it should be. The very contentment with the Conversion was a prime symptom of it, but Han Pritcher was no longer even curious about the matter. And now that he was returning from his fifth major expedition into the boundlessness of the Galaxy outside the Union, it was with something approaching artless joy that the veteran spaceman and Intelligence agent considered his approaching audience with the â€Å"First Citizen.† His hard face, gouged out of a dark, grainless wood that did not seem to be capable of smiling without cracking, didn't show it – but the outward indications were unnecessary. The Mule could see the emotions within, down to the smallest, much as an ordinary man could see the twitch of an eyebrow. Pritcher left his air car at the old vice-regal hangars and entered the palace grounds on foot as was required. He walked one mile along the arrowed highway – which was empty and silent. Pritcher knew that over the square miles of Palace grounds, there was not one guard, not one soldier, not one armed man. The Mule had need of no protection. The Mule was his own best, all-powerful protector. Pritcher's footsteps beat softly in his own cars, as the palace reared its gleaming, incredibly light and incredibly strong metallic walls before him in the daring, overblown, near-hectic arches that characterized the architecture of the Late Empire. It brooded strongly over the empty grounds, over the crowded city on the horizon. Within the palace was that one man – by himself – on whose inhuman mental attributes depended the new aristocracy, and the whole structure of the Union. The huge, smooth door swung massively open at the general's approach, and he entered. He stepped on to the wide, sweeping ramp that moved upward under him. He rose swiftly in the noiseless elevator. He stood before the small plain door of the Mule's own room in the highest glitter of the palace spires. It opened- Bail Channis was young, and Bail Channis was Unconverted. That is, in plainer language, his emotional make-up had been unadjusted by the Mule. It remained exactly as it had been formed by the original shape of its heredity and the subsequent modifications of his environment. And that satisfied him, too. At not quite thirty, he was in marvelously good odor in the capital. He was handsome and quick-witted – therefore successful in society. He was intelligent and self-possessed – therefore successful with the Mule. And he was thoroughly pleased at both successes. And now, for the first time, the Mule had summoned him to personal audience. His legs carried him down the long, glittering highway that led tautly to the sponge-aluminum spires that had been once the residence of the viceroy of Kalgan, who ruled under the old emperors; and that had been later the residence of the independent Princes of Kalgan, who ruled in their own name; and that was now the residence of the First Citizen of the Union, who ruled over an empire of his own. Channis hummed softly to himself. He did not doubt what this was all about. The Second Foundation, naturally! That all-embracing bogey, the mere consideration of which had thrown the Mule back from his policy of limitless expansion into static caution. The official term was – â€Å"consolidation.† Now there were rumors – you couldn't stop rumors. The Mule was to begin the offensive once more. The Mule had discovered the whereabouts of the Second Foundation, and would attack The Mule had come to an agreement with the Second Foundation and divided the Galaxy. The Mule had decided the Second Foundation did not exist and would take over all the Galaxy. No use listing all the varieties one heard in the anterooms. It was not even the first time such rumors had circulated. But now they seemed to have more body in them, and all the free, expansive Souls Who** thrived on war, military adventure, and political chaos and withered in times of stability and stagnant peace were joyful. Bail Channis was one of these. He did not fear the mysterious Second Foundation. For that matter, he did not fear the Mule, and boasted of it. Some, perhaps, who disapproved of one at once so young and so well-off, waited darkly for the reckoning with the gay ladies' man who employed his wit openly at the expense of the Mule's physical appearance and sequestered life. None dared join him and few dared laugh, but when nothing happened to him, his reputation rose accordingly. Channis was improvising words to the tune he was humming. Nonsense words with the recurrent refrain: â€Å"Second Foundation threatens the Nation and all of Creation.† He was at the palace. The huge, smooth door swung massively open at his approach and he entered. He stepped on to the wide, sweeping ramp that moved upward under him. He rose swiftly in the noiseless elevator. He stood before the small plain door of the Mule's own room in the highest glitter of the palace spires. It opened- The man who had no name other than the Mule, and no title other than First Citizen looked out through the one-way transparency of the wall to the light and lofty city on the horizon. In the darkening twilight, the stars were emerging, and not one but owed allegiance to him. He smiled with fleeting bitterness at the thought. The allegiance they owed was to a personality few had ever seen. He was not a man to look at, the Mule – not a man to look at without derision. Not more than one hundred and twenty pounds was stretched out into his five-foot-eight length. His limbs were bony stalks that jutted out of his scrawniness in graceless angularity. And his thin face was nearly drowned out in the prominence of a fleshy beak that thrust three inches outward. Only his eyes played false with the general farce that was the Mule. In their softness – a strange softness for the Galaxy's greatest conqueror – sadness was never entirely subdued. In the city was to be found all the gaiety of a luxurious capital on a luxurious world. He might have established his capital on the Foundation, the strongest of his now-conquered enemies, but it was far out on the very rim of the Galaxy. Kalgan, more centrally located, with a long tradition as aristocracy's playground, suited him better – strategically. But in its traditional gaiety, enhanced by unheard-of prosperity, he found no peace. They feared him and obeyed him and, perhaps, even respected him – from a goodly distance. But who could look at him without contempt? Only those he had Converted. And of what value was their artificial loyalty? It lacked flavor. He might have adopted titles, and enforced ritual and invented elaborations, but even that would have changed nothing. Better – or at least, no worse – to be simply the First Citizen – and to hide himself. There was a sudden surge of rebellion within him – strong and brutal. Not a portion of the Galaxy must be denied him, For five years he had remained silent and buried here on Kalgan because of the eternal, misty, space-ridden menace of the unseen, unheard, unknown Second Foundation. He was thirty-two. Not old – but he felt old. His body, whatever its mutant mental powers, was physically weak. Every star! Every star he could see – and every star he couldnt see. It must all be his! Revenge on all. On a humanity of which he wasn't a part. On a Galaxy in which he didn't fit. The cool, overhead warning light flickered. He could follow the progress of the man who had entered the palace, and simultaneously, as though his mutant sense had been enhanced and sensitized in the lonely twilight, he felt the wash of emotional content touch the fibers of his brain. He recognized the identity without an effort. It was Pritcher. Captain Pritcher of the one-time Foundation. The Captain Pritcher who had been ignored and passed over by the bureaucrats of that decaying government. The Captain Pritcher whose job as petty spy he had wiped out and whom he had lifted from its slime. The Captain Pritcher whom he had made first colonel and then general; whose scope of activity he had made Galaxywide. The now-General Pritcher who was, iron rebel though he began, completely loyal. And yet with all that, not loyal because of benefits gained, not loyal out of gratitude, not loyal as a fair return – but loyal only through the artifice of Conversion. The Mule was conscious of that strong unalterable surface layer of loyalty and love that colored every swirl and eddy of the emotionality of Han Pritcher – the layer he had himself implanted five years before. Far underneath there were the original traces of stubborn individuality, impatience of rule, idealism – but even he, himself, could scarcely detect them any longer. The door behind him opened, and he turned. The transparency of the wall faded to opacity, and the purple evening light gave way to the whitely blazing glow of atomic power. Han Pritcher took the seat indicated. There was neither bowing, nor kneeling nor the use of honorifics in private audiences with the Mule. The Mule was merely â€Å"First Citizen.† He was addressed as â€Å"sir.† You sat in his presence, and you could turn your back on him if it so happened that you did. To Han Pritcher this was all evidence of the sure and confident power of the man. He was warmly satisfied with it. The Mule said: â€Å"Your final report reached me yesterday. I can't deny that I find it somewhat depressing, Pritcher.† The general's eyebrows closed upon each other: â€Å"Yes, I imagine so – but I don't see to what other conclusions I could have come. There just isn't any Second Foundation, sir.† Arid the Mule considered and then slowly shook his head, as he had done many a time before: â€Å"There's the evidence of Ebling Mis. There is always the evidence of Ebling Mis.† It was not a new story. Pritcher said without qualification: â€Å"Mis may have been the greatest psychologist of the Foundation, but he was a baby compared to Hari Seldon. At the time he was investigating Seldon's works, he was under the artificial stimulation of your own brain control. You may have pushed him too far. He might have been wrong. Sir, he must have been wrong.† The Mule sighed, his lugubrious face thrust forward on its thin stalk of a neck. â€Å"If only he had lived another minute. He was on the point of telling me where the Second Foundation was. He knew, I'm telling you. I need not have retreated. I need not have waited and waited. So much time lost. Five years gone for nothing.† Pritcher could not have been censorious over the weak longing of his ruler; his controlled mental make-up forbade that. He was disturbed instead; vaguely uneasy. He said: â€Å"But what alternative explanation can there possibly be, sir? Five times I've gone out. You yourself have plotted the routes. And I've left no asteroid unturned. It was three hundred years ago that Hari Seldon of the old Empire supposedly established two Foundations to act as nuclei of a new Empire to replace the dying old one. One hundred years after Seldon, the First Foundation – the one we know so well – was known through all the Periphery. One hundred fifty years after Seldon – at the time of the last battle with the old Empire – it was known throughout the Galaxy. And now it's three hundred years – and where should this mysterious Second be? In no eddy of the Galactic stream has it been heard of.† â€Å"Ebling Mis said it kept itself secret. Only secrecy can turn its weakness to strength.† â€Å"Secrecy as deep as this is past possibility without nonexistence as well.† The Mule looked up, large eyes sharp and wary. â€Å"No. It does exist.† A bony finger pointed sharply. â€Å"There is going to be a slight change in tactics.† Pritcher frowned. â€Å"You plan to leave yourself? I would scarcely advise it.† â€Å"No, of course not. You will have to go out once again – one last time. But with another in joint command.† There was a silence, and Pritcher's voice was hard, â€Å"Who, Sir?† â€Å"There's a young man here in Kalgan. Bail Channis.† â€Å"I've never heard of him, Sir.† â€Å"No, I imagine not. But he's got an agile mind, he's ambitious – and he's not Converted.† Pritcher's long jaw trembled for a bare instant, â€Å"I fail to see the advantage in that.† â€Å"There is one, Pritcher. You're a resourceful and experienced man. You have given me good service. But you are Converted. Your motivation is simply an enforced and helpless loyalty to myself. When you lost your native motivations, you lost something, some subtle drive, that I cannot possibly replace.† â€Å"I don't feel that, Sir,† said Pritcher grimly. â€Å"I recall myself quite well as I was in the days when I was an enemy of yours. I feel none the inferior.† â€Å"Naturally not,† and the Mule's mouth twitched into a smile. â€Å"Your judgment in this matter is scarcely objective. This Channis, now, is ambitious – for himself. He is completely trustworthy – out of no loyalty but to himself. He knows that it is on my coattails that he rides and he would do anything to increase my power that the ride might be long and far and that the destination might be glorious. If he goes with you, there is just that added push behind his seeking – that push for himself.' â€Å"Then,† said Pritcher. still insistent, â€Å"why not remove my own Conversion, if you think that will improve me. I can scarcely be mistrusted, now.† â€Å"That never, Pritcher. While you are within arm's reach, or blaster reach, of myself, you will remain firmly held in Conversion. If I were to release you this minute, I would be dead the next.† The general's nostrils flared. â€Å"I am hurt that you should think so.† â€Å"I don't mean to hurt you, but it is impossible for you to realize what your feelings would be if free to form themselves along the lines of your natural motivation. The human mind resents control. The ordinary human hypnotist cannot hypnotize a person against his will for that reason. I can, because I'm not a hypnotist, and, believe me, Pritcher, the resentment that you cannot show and do not even know you possess is something I wouldn't want to face.† Pritcher's head bowed. Futility wrenched him and left him gray and haggard inside. He said with an effort, â€Å"But how can you trust this man. I mean, completely – as you can trust me in my Conversion.† â€Å"Well, I suppose I can't entirely. That is why you must go with him. You see, Pritcher,† and the Mule buried himself in the large armchair against the soft back of which he looked like an angularly animated toothpick, â€Å"if he should stumble on the Second Foundation – if it should occur to him that an arrangement with them might be more profitable than with me – You understand?† A profoundly satisfied light blazed in Pritcher's eyes. â€Å"That is better, Sir.† â€Å"Exactly. But remember, he must have a free rein as far as possible.† â€Å"Certainly.† â€Å"And†¦ uh†¦ Pritcher. The young man is handsome, pleasant and extremely charming. Don't let him fool you. He's a dangerous and unscrupulous character. Don't get in his way unless you're prepared to meet him properly. That's all.† The Mule was alone again. He let the lights die and the wall before him kicked to transparency again. The sky was purple now, and the city was a smudge of light on the horizon. What was it all for? And if he were the master of all there was – what then? Would it really stop men like Pritcher. from being straight and tall, self-confident, strong? Would Bail Channis lose his looks? Would he himself be other than he was? He cursed his doubts. What was he really after? The cool, overhead warning light flickered. He could follow the progress of the man who had entered the palace and, almost against his will, he felt the soft wash of emotional content touch the fibers of his brain. He recognized the identity without an effort. It was Channis. Here the Mule saw no uniformity, but the primitive diversity of a strong mind, untouched and unmolded except by the manifold disorganizations of the Universe. It writhed in floods and waves. There was caution on the surface, a thin, smoothing effect, but with touches of cynical ribaldry in the hidden eddies of it. And underneath there was the strong flow of self-interest and self-love, with a gush of cruel humor here and there, and a deep, still pool of ambition underlying all. The Mule felt that he could reach out and dam the current, wrench the pool from its basin and turn it in another course, dry up one flow and begin another. But what of it? If he could bend Channis' curly head in the profoundest adoration, would that change his own grotesquerie that made him shun the day and love the night, that made him a recluse inside an empire that was unconditionally big? The door behind him opened, and he turned. The transparency of the wall faded to opacity, and the darkness gave way to the whitely blazing artifice of atomic power. Bail Channis sat down lightly and said: â€Å"This is a not-quite-unexpected honor, sir.† The Mule rubbed his proboscis with all four fingers at once and sounded a bit irritable in his response. â€Å"Why so, young man?† â€Å"A hunch, I suppose. Unless I want to admit that I've been listening to rumors.† â€Å"Rumors? Which one of the several dozen varieties are you referring to?† â€Å"Those that say a renewal of the Galactic Offensive is being planned. It is a hope with me that such is true and that I might play an appropriate part.† â€Å"Then you think there is a Second Foundation?† â€Å"Why not? It would make things so much more interesting.† â€Å"And you find interest in it as well?† â€Å"Certainly. In the very mystery of it! What better subject could you find for conjecture? The newspaper supplements are full of nothing else lately – which is probably significant. The Cosmos had one of its feature writers compose a weirdie about a world consisting of beings of pure mind – the Second Foundation, you see – who had developed mental force to energies large enough to compete with any known to physical science. Spaceships could be blasted light-years away, planets could be turned out of their orbits-â€Å" â€Å"Interesting. Yes. But do you have any notions on the subject? Do you subscribe to this mind-power notion?' â€Å"Galaxy, no! Do you think creatures like that would stay on their own planet? No, sir. I think the Second Foundation remains hidden because it is weaker than we think.† â€Å"In that case, I can explain myself very easily. How would you like to head an expedition to locate the Second Foundation?† For a moment Channis seemed caught up by the sudden rush of events at just a little greater speed than he was prepared for. His tongue had apparently skidded to a halt in a lengthening silence. The Mule said dryly: â€Å"Well?† Channis corrugated his forehead. â€Å"Certainly. But where am I to go? Have you any information available?† â€Å"General Pritcher will be with you-â€Å" â€Å"Then I'm not to head it?† â€Å"Judge for yourself when I'm done. Listen, you're not of the Foundation. You're a native of Kalgan, aren't you? Yes. Well, then, your knowledge of the Seldon plan may be vague. When the first Galactic Empire was falling, Hari Seldon and a group of psychohistorians, analyzing the future course of history by mathematical tools no longer available in these degenerate times, set up two Foundations, one at each end of the Galaxy, in such a way that the economic and sociological forces that were slowly evolving, would make them serve as foci for the Second Empire. Hari Seldon planned on a thousand years to accomplish that – and it would have taken thirty thousand without the Foundations. But he couldn't count on me. I am a mutant and I am unpredictable by psychohistory which can only deal with the average reactions of numbers. Do you understand?† â€Å"Perfectly, sir. But how does that involve me?' â€Å"You'll understand shortly. I intend to unite the Galaxy now – and reach Seldon's thousand-year goal in three hundred. One Foundation – the world of physical scientists – is still flourishing, under me. Under the prosperity and order of the Union, the atomic weapons they have developed are capable of dealing with anything in the Galaxy – except perhaps the Second Foundation. So I must know more about it. General Pritcher is of the definite opinion that it does not exist at all. I know otherwise.† Channis said delicately: â€Å"How do you know, sir?† And the Mule's words were suddenly liquid indignation: â€Å"Because minds under my control have been interfered with. Delicately! Subtly! But not so subtly that I couldn't notice. And these interferences are increasing, and hitting valuable men at important times. Do you wonder now that a certain discretion has kept me motionless these years? â€Å"That is your importance. General Pritcher is the best man left me, so he is no longer safe. Of course, he does not know that. But you are Unconverted and therefore not instantly detectable as a Mule's man. You may fool the Second Foundation longer than one of my own men would – perhaps just sufficiently longer. Do you understand?† â€Å"Um-m-m. Yes. But pardon me, sir, if I question you. How are these men of yours disturbed, so that I might detect change in General Pritcher, in case any occurs. Are they Unconverted again? Do they become disloyal?† â€Å"No. I told you it was subtle. It's more disturbing than that, because its harder to detect and sometimes I have to wait before acting, uncertain whether a key man is being normally erratic or has been tampered with. Their loyalty is left intact, but initiative and ingenuity are rubbed out. I'm left with a perfectly normal person, apparently, but one completely useless. In the last year, six have been so treated. Six of my best.† A corner of his mouth lifted. â€Å"They're in charge of training bases now – and my most earnest wishes go with them that no emergencies come up for them to decide upon.† â€Å"Suppose, sir†¦ suppose it were not the Second Foundation. What if it were another, such as yourself – another mutant?† â€Å"The planning is too careful, too long range. A single man would be in a greater hurry. No, it is a world, and you are to be my weapon against it.† Channis' eyes shone as he said: â€Å"I'm delighted at the chance.† But the Mule caught the sudden emotional upwelling. He said: â€Å"Yes, apparently it occurs to you, that you will perform a unique service, worthy of a unique reward – perhaps even that of being my successor. Quite so. But there are unique punishments, too, you know. My emotional gymnastics are not confined to the creation of loyalty alone.† And the little smile on his thin lips was grim, as Channis leaped out of his seat in horror. For just an instant, just one, flashing instant, Channis had felt the pang of an overwhelming grief close over him. It had slammed down with a physical pain that had blackened his mind unbearably, and then lifted. Now nothing was left but the strong wash of anger. The Mule said: â€Å"Anger won't help†¦ yes, you're covering it up now, aren't you? But I can see it. So just remember – that sort of business can be made more intense and kept up. I've killed men by emotional control, and there's no death crueler.† He paused: â€Å"That's all!† The Mule was alone again. He let the lights die and the wall before him kicked to transparency again. The sky was black, and the rising body of the Galactic Lens was spreading its bespanglement across the velvet depths of space. All that haze of nebula was a mass of stars so numerous that they melted one into the other and left nothing but a cloud of light. And all to be his- And now but one last arrangement to make, and he could sleep. First Interlude The Executive Council of the Second Foundation was in session. To us they are merely voices. Neither the exact scene of the meeting nor the identity of those present are essential at the point. Nor, strictly speaking, can we even consider an exact reproduction of any part of the session – unless we wish to sacrifice completely even the minimum comprehensibility we have a right to expect. We deal here with psychologists – and not merely psychologists. Let us say, rather, scientists with a psychological orientation. That is, men whose fundamental conception of scientific philosophy is pointed in an entirely different direction from all of the orientations we know. The â€Å"psychology† of scientists brought up among the axioms deduced from the observational habits of physical science has only the vaguest relationship to PSYCHOLOGY. Which is about as far as I can go in explaining color to a blind man – with myself as blind as the audience. The point being made is that the minds assembled understood thoroughly the workings of each other, not only by general theory but by the specific application over a long period of these theories to particular individuals. Speech as known to us was unnecessary. A fragment of a sentence amounted almost to long-winded redundancy. A gesture, a grunt, the curve of a facial line – even a significantly timed pause yielded informational juice. The liberty is taken, therefore, of freely translating a small portion of the conference into the extremely specific word-combinations necessary to minds oriented from childhood to a physical science philosophy, even at the risk of losing the more delicate nuances. There was one â€Å"voice† predominant, and that belonged to the individual known simply as the First Speaker. He said: â€Å"It is apparently quite definite now as to what stopped the Mule in his first mad rush. I can't say that the matter reflects credit upon†¦ well, upon the organization of the situation. Apparently, he almost located us, by means of the artificially heightened brain-energy of what they call a ‘psychologist' on the First Foundation. This psychologist was killed just before he could communicate his discovery to the Mule. The events leading to that killing were completely fortuitous for all calculations below Phase Three. Suppose you take over.† It was the Fifth Speaker who was indicated by an inflection of the voice. He said, in grim nuances: â€Å"It is certain that the situation was mishandled. We are, of course, highly vulnerable under mass attack, particularly an attack led by such a mental phenomenon as the Mule. Shortly after he first achieved Galactic eminence with the conquest of the First Foundation, half a year after to be exact, he was on Trantor. Within another half year he would have been here and the odds would have been stupendously against us – 96.3 plus or minus 0.05% to be exact. We have spent considerable time analyzing the forces that stopped him. We know, of course, what was driving him on so in the first place. The internal ramifications of his physical deformity and mental uniqueness are obvious to all of us. However, it was only through penetration to Phase Three that we could determine – after the fact – tbe possibility of his anomalous action in the presence of another human b eing who had an honest affection for him. â€Å"And since such an anomalous action would depend upon the presence of such another human being at the appropriate time, to that extent the whole affair was fortuitous. Our agents are certain that it was a girl that killed the Mule's psychologist – a girl for whom the Mule felt trust out of sentiment, and whom he, therefore, did not control mentally – simply because she liked him. â€Å"Since that event – and for those who want the details, a mathematical treatment of the subject has been drawn up for the Central Library – which warned us, we have held the Mule off by unorthodox methods with which we daily risk SeIdon's entire scheme of history. That is all.† The First Speaker paused an instant to allow the individuals assembled to absorb the full implications. He said: â€Å"The situation is then highly unstable. With Seldon's original scheme bent to the fracture point – and I must emphasize that we have blundered badly in this whole matter, in our horrible lack of foresight – we are faced with an irreversible breakdown of the Plan. Time is passing us by. I think there is only one solution left us – and even that is risky. â€Å"We must allow the Mule to find us – in a sense.† Another pause, in which he gathered the reactions, then: â€Å"I repeat – in a sense!†

Getting into Guidebook Writing

Getting into Guidebook Writing Travel writing can be notoriously difficult to get into, but there is one sub-genre that encourages and relies upon more unknown freelance writers than perhaps any other: guidebook writing. You could just pack your bags, head off exploring, then contact publishers and hope for the best, but there are other ways. Here are some things to consider before taking the leap into guidebook writing. 1. Is this really the job for me? First of all, although this might sound obvious, find out what the job involves on a day-to-day basis, from pre-trip planning and destination research, to putting together the finished book. Chat with writers who have first-hand experience and ask lots of questions before deciding to contact publishers yourself. Forget glamorous and hedonistic journeys to exotic locations – instead think hard, often solitary, but interesting, work. If you love working independently, and you’re disciplined, adventurous, calm in a crisis, multi-lingual (it helps) and ready to try anything once, this might be the job for you. 2. Research publishers Once you’re ready to go for it, do your homework. Familiarize yourself with the different publishers out there and decide which ones to approach. Then it’s your task to prove to them why you would be the right person to write for them. When I first contacted a publisher about their forthcoming titles, I simply chose the one I knew best from using their guidebooks on my own journeys as a regular traveler. This was a definite advantage when I got the job, as I was already familiar with style, layout, maps etc, and it was a good selling point before I got a contract. 3. Are you the writer for the job? After choosing which publisher(s) to approach, you need to prove you’re the very writer they’ve been looking for. To be blunt, in order to write like an expert, you need to know your stuff. More importantly, you should convey this to the publisher, or you’ll be hard-pressed to persuade them to hire you, not to mention all the extra work you’re giving yourself if you choose a place you dont know well. Aim for a destination you’ve lived in or travelled extensively around, where you speak the language, have some contacts and can easily find your way around. 4. Research the market After choosing publishers and destination, check what books are already published, and most crucially, the publishing dates. If a guide to the destination of your interest was published recently, there won’t be a need for a new edition yet. Check if the publisher has any specialist geographical areas or cities and choose a publisher to match your own such areas of expertise. If they already cover the destination, bear in mind they may have a regular author who updates it, but don’t be put off. Guidebook writing is a changeable business with opportunities cropping up regularly. 5. Take stock of your skills and get mailing It helps your chances if you’ve been published before, but this isn’t crucial. Guidebook writing is quite a far cry from creative writing pursuits. An engaging writing style is a plus, but it’s even more important to be informative and accurate. Decide on your destination, research your favourite guidebook publishers and then you’re ready to drop them an email expressing an interest in writing for them, explaining why you’re the right person for the job. Finally, be patient, publishers can take awhile to get back to you. Contacting several will increase your chances. List of travel book publishers: publishersglobal.com/directory/subject/travel-publishers/