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  • Taekwondo Drug Testing

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    Every athlete which will participate in any athletic events including Taekwondo tournaments are sanctioned to undergo drug testing which is to be performed solely by their respective Anti-Doping Agency which practices the Protocol for Olympic Movement Testing.

    In the past, there were already several athletes who have been sanctioned by the board and were not allowed to participate in Taekwondo tournament because they failed this drug test. So it is a must that every Taekwondo athlete should never refer to the use of drugs just to enhance your potentials.

    History of Drug Tests amongst Athletes:

    The history of drug test amongst athletes originated during the Summer Olympic Games which involves Carl Lewis and Ben Johnson in their 100m dash competition. Ben Johnson crossed the finish line in a remarkable finish which made him the fastest man alive but this was soon disregarded after he was positively diagnosed to have anabolic steroids in his system a week after the competition.

    This revelation prompted the Olympic Game organizers to have urine drug screens on its participants so as to guarantee that fairness and equality will remain in the competition. Drugs which are prohibited to be used by these athletes include stimulant drugs, beta blockers, masking agents and anabolic androgenic steroids. These drugs are known to help increase and enhance the athletic performance of athletes after they are taken but will also result to several negative side effects which are detrimental to the athletes’ health in the long run.

    How is the drug test performed?

    The drug test will take place at any time during the competition. The athlete is unaware when it will take place but a Doping Control representative will notify the athlete if the time for his or her drug testing has been scheduled. He or she will then be required to comply with the policies and arrive at the Doping Control Station so he or she can proceed with the drug test procedure.

    The Doping Control Representative allows him or her to bring a chaperone but the athlete should remain in the sight of the DC representative all throughout the drug testing procedure.

    What will happen if the athlete refuses to take the random doping test?

    Any athlete who refuses to take the random doping test will be duly sanctioned by the Organization in charge of the event and may receive an athletic suspension of two years such as what has happened to Park Hyo Ji, a South Korean Taekwondo athlete.

    How to pass the required drug test for Taekwondo athletes?

    There is no safer way to pass the urine test for Taekwondo athletes than to do practice a clean and healthy lifestyle. In the end you will be the sole benefactor of your healthy living. Do not fool yourself because honour and prestige which is earned through hard work is always sweeter compared to something acquired through deception. If in doubt, consult the list of banned substances and supplements which are available in all area agencies. Again always cover yourself, if you are taking something that isn’t on the accepted list, that doesn’t mean it has no performance enhancing properties. Write to your Governing Doping Agency to get the all clear prior to starting a new or unknown supplement.

    Keep in mind the Five Tenets of Taekwondo. Be true to your oath as a student and live the principles of you were taught.

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    Source by Brendan Mark Smith

    Views: 0

  • The Health Benefits of Indoor Plants

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    When you think of a house plant, you probably think of a green plant that you water occasionally right? But did you know that those pretty green leaves can actually be beneficial to your health? Having indoor house plants can boost your physical, mental and spiritual health.

    Many people thing growing indoor house plants is too much trouble so they turn to the silk variety for green foliage in their homes. But there really is a different in how your home feels when the plants are real. Did you know that living plants can actually improve the air we breathe? Green plants are known for removing carbon dioxide from the air, but they can also filter harmful toxins and pollutants as well. This will make the air in your home healthier for your family, which in turn can help to keep your family healthier as well!

    In addition to helping to purify the air, having house plants in your home can actually help prevent allergies in children. If children are exposed early in life to things that typically cause allergy issues they will begin to develop a tolerance and immunity to the allergen. It works similar to custom allergy shots that people get from their allergist. The allergist does an allergy test then makes a serum of the things that the person is allergic to. The person gets weekly shots of this serum to help them build a tolerance. Exposing your family to house plants can work in the same way, by helping them build a tolerance to the plants in your home. It is important to note that if someone in your family has severe allergies you should talk to their doctor before introducing house plants into their environment.

    In addition to the physical health benefits of house plants, they help with mental health as well. When someone is depressed or lonely, caring for a living thing can help give them a purpose in life. Many people live in places where pets aren’t allowed, so a house plant is a good choice. The person becomes involved in watering, fertilizing and trimming the plant when needed. This is a great therapy for people with mental health issues.

    Being surrounded by living things is good for the soul, so having house plants is good for your spiritual health. Caring for another living thing and being exposed to the beauty can make you feel at peace with the world or at the very least your little corner of the world.

    There are so many advantages to having house plants. However, there is no health benefit in a sick or dead plant. Make sure you water your plants regularly and mix slow release fertilizer in the soil about every three months. If you care for your plants, they will give you years of beauty and the added benefit of clean air, better mental health and calming peace.

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    Source by Piper Cox

    Views: 0

  • A Cardiologist Could Save Your Life

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    Everyone has to see a doctor at some point in their lives. Unfortunately there is not one doctor that can diagnose or treat every problem. If you are having any issues or concerns with chest pains, high blood pressure, shortness of breath or issues with your blood vessels your doctor will most likely refer you to a specialist that deals specifically with these types of issues. This specialist is known as a cardiologist and they deal with preventing, diagnosing and treating diseases of the heart and blood vessels.

    When you are referred to a cardiologist you can be sure that you are seeing a doctor who is highly trained in a very specific area. These doctors have an extensive educational background which includes four years of medical school and three years of training in general internal medicine. Following that they will spend another three years or more in specialized training. In order for these doctors to become certified they must have completed a minimum of ten years clinical and educational training and then pass a two-day exam that is administered by the American Board of Internal Medicine.

    There are a variety of reasons that your doctor might refer you to a cardiologist. If there is any suspicion that you might have a significant heart or related condition you are a good candidate for a referral. Some patients that have heart murmurs or any signs of change in their ECG will also be good candidates for a referral. These doctors will be involved in the treatment of any heart attack, heart rhythm disturbances or heart failure. They are also very involved in helping patients who are affected by heart disease return to a normal life and they counsel patients about the risks as well as the prevention of heart disease.

    Every patient has a different experience with a cardiologist. All patients will be required to undergo an initial consultation where the doctor will review their medical history and perform a physical examination. This examination may be a little more in-depth than what patients are used to and may include such things as having their blood pressure, weight, heart, lungs and blood vessels checked. Depending on the patient’s symptoms and the doctor’s findings on the examination a diagnosis may be made at that point. In some cases additional testing such as an ECG, x-ray or blood test may be required in order to make a definitive diagnosis. Pending the results and diagnosis the doctor may recommend medication or some lifestyle changes.

    For some people the thought of going to a doctor is scary at any age. The thought of being referred to a specialist may be even more frightening for some people. It is important to remember that your doctor would not make a referral to a specialist unless they truly thought it was necessary. It is always better to be cautious and if there are any concerns about issues pertaining to the heart you definitely want to be in the hands of an experienced cardiologist.

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    Source by Aloysius Aucoin

    Views: 1

  • Implementing the Character’s Emotion

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    Now that you’ve made your choices, how do you generate these emotions and make them readable to the audience? And in doing so, does the actor actually feel the emotions or simulate them? These are the questions often asked about portraying the emotion.

    It stands to reason if you want to affect the audience and move them, you, playing a credible character, must feel these emotions. But you must feel them in such a way that they are conveyed to the audience. The degree to which you feel each emotion will depend upon the method used to carry out this feat and your ability to master it.

    Actors involved in what is termed “Method Acting” use the affective memory to generate emotions. Here the actor recalls a specific event in his own life that has produced the required feeling. For example, remembering a fight you had with another student in high school could arouse the emotion of anger. Recalling the death of a close relative might generate the emotion of grief. The actor has to go back, replay the experience leading to the desired emotion, and relive those moments in his mind. Through this method, the required emotion is revived.

    There are some benefits and also some dangers in this type of emotional generation. Usually, emotions derived this way seem real and deeply moving, more so to the actor than the audience. That’s because there is a tendency to internalize these emotions so much that they are not fully evident to the viewer. The method does make producing emotions seemingly easy, but at a price.

    You will find that emotions take time to evolve naturally and resist abrupt changes when deeply seated in ones memories. This is one reason few method actors make it big in comedy. The changes come too quickly and the method actor usually lacks the required emotional agility. Likewise, the method process takes up valuable rehearsal and production time as the crew and cast wait for the actor to call up the right emotion.

    Actors using the method are likely to develop a self-indulgent feel “good” attitude which gravitates towards feelings closest to them and more comfortable for them to generate. The performance then becomes one that portrays the actor’s reality and not that of the character’s. You can see how this may stifle the actor’s imagination and limit the search for emotional truth. The method can likewise put a strain on the actor’s psyche. Using past events, some best left forgotten, can lead to situations where it affects the actor’s mental stability.

    Another danger is that of becoming bored with affected memory when repeated retakes or performances are required. There is also the possibility of being so caught up in past events one does not relate as the character.

    Another way to generate emotions is to rely on our emotional conditioning, the response to the word for each feeling, and the ability of the body to remember the resulting psychical (of the mind) and physical manifestations. This is the most simple way to produce a whole galaxy of emotions with little effort on our part. Through our childhood development, we are conditioned by the meaning of words, especially with regard to feelings. We respond to them without any conscious thought.

    Consider what happens when you are reading a good book or script. You become involved in the story and the characters. You see and feel their imaginary lives. And when you read the action description:

    She looks at his mangled body, then turns away in horror.

    The word itself is the key to what she felt. We don’t have to stop, reflect back on our own life and re-experience some past event. The response is there before we have time to think. The word itself is the signal to release all the information we have on that emotion and to invoke an immediate physical response.

    This response, while different for each person, still has common traits and a behavior that tells others which emotion is being felt. It’s almost a language in itself and a part of our non-verbal communications.

    The answer lies in the fact that in physiological terms, all emotions have similar traits. That is to say, if we were to test the breathing, heart rate, skin temperature, etc., of two people, one feeling rage and the other joy, the “physiological” signs would be similar. Only the face, gestures, and movements would signal which emotion they were actually feeling. But the flush face, the pulse and breathing rate, etc., all signifying the energy behind the emotion, would determine the size of the emotion.

    Through this process we have learned how to reach and find the emotion. But now, we must learn to nurture these feelings, making them big enough for the performance and adapting them to build credible characters.

    As we said before, emotions are feelings large enough to change your life or destroy it. They need to be powerful feelings, but all that you start with is the small sensation that the name of the emotion evokes. How can we make it bigger?

    As the word for the emotion is read, the actor feels a response centered somewhere in his body. For instance, the emotion “fear” might be felt in the stomach. For another actor, it might be in the shoulders and neck. “Suspicion” causes a response around the eyes. “Lust” in the hips or groin. “Desire” could be centered in the lips or eyes.

    For each actor, the physical response will vary. But the important thing is that the actor feels these responses and gains awareness of the physical symptoms in various parts of his body.

    How do we increase this energy level? There is a technique taught by Don Richardson, a well know TV director. It entails having the actor do some physical exercise, such as push-ups, until he’s completely out of breath. Then after a few moments, have him go directly into the scene with his intention and emotion located and his energy level at a peak. The result is astounding for the actor has no choice but to emote fully.

    The next step is to start from a totally relaxed state, retaining the selected intention and emotion, and then adding what one felt at the peak when doing the push-ups. The small emotion is now fired up by a burst of adrenaline flowing through the system as the body recalls the effect of the push-ups. The emotion is thus achieved on a large-scale as the body remembers the intense physiological state attained earlier.

    Now the emotion has to be adapted to create your specific character and make him credible. Credible emotions evolve out of the character’s perception of reality, their past experiences (emotional conditioning), and their struggles as they strive toward their goals. Character traits also play an important role in how emotions are adapted. For instance, is the person you are portraying mainly rational, mainly emotional, or a balance of the two, and as a result, would the feelings be out flowing, repressed, or even denied? Is there a great deal of inner conflict where the emotions hinder the character from attaining his objectives? What is the dynamic range of feelings, deep, shallow, explosive, etc? All these questions entail a good deal of research into creating the emotional side of a credible character.

    To assist you in this regard, I’ve compiled discussions on the various root emotions. These will aid you in adapting emotions to your specific character needs as well as improving your emotional range and awareness.

    The third way is indicating the emotions through mechanical acting. In this approach, the actor imitates the physical responses, mimicking the feelings as displayed by others.

    People often look down on mechanical acting. Yet sometimes, it becomes a necessity, either as a training or rehearsal tool exploring possible expressions and gestures, or when the actor’s capabilities cannot fulfill the complex demands of the scene. Demands such as acting style, blocking, stage business, and/or quick precise attitude and emotional changes. In such situations, producing the proper emotional illusion through a mechanical response will, at least, get the actor through these difficult moments. In addition, the director may specify certain emotional responses to attain his vision of the story, responses that may later be embellished by editing, music, and sound effects.

    In certain types of performances, particularly comedy sketches, parities, certain sit-coms, and stand up comedy, experience with mechanical acting is helpful. This is because the focus is centered on dialogue emphasis, precise timing, and clarity of attitudes. Likewise, exaggerated surface emotions have the potential to change unexpectedly while deeply felt realistic emotions lack this agility.

    This is not to say that the actor can not feel these emotions. In fact, he may feel them strongly, but the expression begins as a duplication of some physical response. Life studies, the observing of real people, nurture such emotional beginnings.

    ROOT EMOTIONS

    Root emotions are active feelings that clearly convey what is felt by the characters. They do not include happiness, sadness, sorrow, loneliness, or nervousness as these are not an emotion, but state of being. The state of being is the result of an emotion. Root emotions, on the other hand, are the cause and have the potential to affect change.

    Certain weak and complex emotions should likewise be avoided. Self-pity is weak in that it plays an effect and is often resented by the audience. Disinterest and boredom are likewise poor choices as there is no active force to motivate the character.

    Love is also a poor choice in that it is a complex emotion made up of many other feelings. Playing the feeling of love immobilizes the character rather than inviting action. A better choice would be to play a definitive emotion such as desire, lust, joy, exhilaration, or exaltation. In an unstable relationship, other emotions such as jealousy, suspicion, bewilderment, guilt, or embarrassment, along with certain other emotions, could be used. By using one single root emotion at a time, subtle shadings within the realm of love can be clarified as well as changes in the intensity.

    The emotions of the characters also plays into the psychological experience of the audience. It might be the voyeurism of spying on the character’s intimate moments. It could also be the vicarious experience of identifying with character’s situation or problems. It could also be the visceral feelings we experience as we watch the scene unfold, emotions moving us and giving us a sense of being entertained. Strong emotional choices and well-portrayed feelings, ones that connect with the viewer, can make for interesting and memorable scenes. They can help create anticipation, arouse curiosity, and hook us enough to be intrigue and involved.

    I’ve divided the most frequently used root emotions into five different categories. Each category is further clarified as to the focus of the emotion as well as the general clarifications.

    ROOT EMOTIONS

    DARK EMOTIONS (Active – Directed at or against someone, something.)

    Rage

    Anger

    Hatred

    Contempt

    Jealousy

    Envy

    SURVIVAL ORIENTED (Reactionary – Selfish – Focus usually on the expected or imagined.)

    Terror

    Horror

    Fear

    Dread

    Despair

    Grief

    Suspicion

    Apprehension

    GOAL ORIENTED (To find, to obtain, to provide – Focus usually on wants.)

    Revenge

    Ambition

    Greed

    Hope

    Desire

    Lust

    Determination

    Compassion

    Curiosity

    EGO ORIENTED (Self evaluation & result – Focus usually on masking or repressing the emotion.)

    Guilt

    Shame

    Indignation

    Intimidation

    Embarrassment

    Resentment

    BRIGHT EMOTIONS (Enjoyable – upbeat – Focus usually on the continued enjoyment.)

    Exaltation

    Joy

    Pride

    Exhilaration

    Wonderment

    Bewilderment

    In review, root emotions motivate you to fight for something, to change your (the character’s) life or destroy him (the character’s dramatic soul). To be a strong sympathetic character, always play the fighter’s side of the emotion, thinking you can win rather than loose. The physical look of one particular emotion will vary depending on the story situation, the characters, and the natural casting chemistry within and between actors.

    To further your knowledge on this subject, explore the physical sensations, sources, forms, and dynamics of the most common root emotions. Observe emotions in life as well as performances. What are the defining characteristics? Such research will also serve as a guide in stretching the clarity, strength, and polarity of your emotional repertoire.

    This chapter has covered the basic skills used in building and implementing dramatic emotions. Use these skills as tools to nurture and release the character’s true feelings, and make them readable to the audience. Most important, create emotions that serve the story, its genre and purpose.

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    Source by Erik Sean McGiven

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  • Can Enzyme Therapy Heal Breast Cancer?

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    That is a million dollar question, isn't it? I can speak from my personal and professional experience, and say that I have seen Enzyme Therapy play a very important role in healing Breast Cancer, and many other types of cancers. What are enzymes and why do they work?

    Let's start by understanding cancer cells and what is called the Trophoblast Theory, discovered by Dr. John Beard in the early 1900's. Trophoblasts are specialized cells of the placenta that multiply rapidly, invade the wall of the uterus and create its own blood supply. Cancer cells function in the same way: they multiply rapidly, invade other tissues and create their own blood flow.

    Trophoblasts produce the hormone HCG which is the basis for the widely used pregnancy test. Cancer cells also produce HCG, as confirmed by a study done in 1977 by Dr. Robert Williams. He reported the presence of HCG, 2 and 3 years before a cancer diagnosis. There have been other studies indicating that this "pregnancy hormone" is present with various forms of cancer. (Learn how to STOP cancer before it starts with sensitive blood cancer markers, such as this one in references)

    The placental Trophoblast cells continue to multiply and grow until something very interesting happens. On day 56 after conception, the fetus begins to secrete pancreatic enzymes . This STOPS the replication of the Trophoblasts and the placenta no longer continues to grow.

    But as adults, don't we secrete pancreatic enzymes, specifically protease enzymes like trypsin? We do, but not in sufficient quantities. Our pancreas is over worked because of excess sugar and carbohydrate consumption. Eating cooked and processed food also puts a strain on our pancreas.

    Years of application by various doctors such as Dr. William Kelley, Dr. Kelly Raber and Dr. Gonzales have proven time and time again, that Enzyme Therapy is extremely beneficial for cancer patients.

    All enzymes accelerate reactions, or even permit reactions that otherwise would not happen, while the enzymes themselves end up unchanged. Enzymes therefore are catalysts and can act over and over again doing the same thing. The protease group of enzymes (trypsin, chymotrypsin) are specifically directed to proteins. Amylase attacks carbohydrates while lipases attack fats.

    Cancer cells act as enzyme-inhibitors by secreting a number of substances that reversibly inhibit the proteases manufactured by the pancreas in the body (this is one of the reasons that high levels of pancreatin are needed to defeat cancer). Glyco-proteins in the form of lactate (a precursor to lactic acid) are also released from the cancer cells that also act as enzyme-inhibitors. That is only 1 of many reasons why one may need large doses of Pancreatic Enzymes.

    Secondly, the theory is that pancreatic enzymes attack the proteins on the cancer cell membrane, making them weaker and more vulnerable to the Immune System. The electrical charge of the cancer cells seems to "attract" these enzymes, while our healthy cells repel them.

    Slowly but surely, Enzyme Therapy is gaining recognition in the scientific journals. A study conducted in Colonge, Germany in cancer patients suffering from Breast and Colo-rectal Cancers, documented promising result with enzymes. The therapy significantly decreased tumor-induced and therapy induced side effects and complaints. They found that the enzymes had the following properties:

    Boost the Immune System
    Anti-inflammatory
    Anti-infectious
    Anti-tumor
    Anti-metastatic

    Enzyme Therapy has worked with thousands of people and all types of cancers.

    Unfortunately, this type of therapy will never gain FDA approval because you can't patent an enzyme and make billions of dollars. The cancer industry is a sickness-based industry that will never find a "cure". The cure is already here and it can be found in lifestyle changes, organic nutrition, ingestion of cancer killing herbs, detoxification and emotional healing, or as I have coined the term, The 7 Essentials.

    To learn more about Enzyme Therapy, visit the Cancer X Products in my store. Email me directly if you have any questions. Always consult with a professional and experienced health care provider that is familiar with enzymes – don't guess when it comes to your health.

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    Source by Veronique D Desaulniers

    Views: 0

  • PC Speed ​​Doctor Review – How to Optimise Your Computer for Speed

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    Are you currently unhappy with the pace of your personal computer? Is it not functioning as quickly as the first day you had it?

    Alas this situation happens to be an all too very common problem. It can result in unnecessary stress, hamper your productiveness and even result in your PC to freeze and lose your entire work. Thankfully though it does not have to be like this and there are various methods of getting back the performance of your personal machine.

    The most common suggestions from analysts is to defrag your personal machine and then to carry out a computer speed test to determine exactly where the issue lies. A good computer speed test gives you figures, which is fantastic if you are a technically capable but won't assist the normal individual who just would like to get their personal computer fixed.

    So how can you fix the issues afflicting your personal machine? What software or service do you need?

    To begin with you'll need a tool which can comprehensively identify the issue then recommend possible solutions to overcome these issues. PC Speed ​​Doctor is one such all-in-one tool and has been designed to increase the overall performance, internet speed and output of virtually any computer with just a few simple mouse clicks. There are several computer speed optimization software available on the market, however PC Speed ​​Doctor is different from its challengers in that it's straightforward to use and just simply works!

    The product stands up tall to all of the promises it offers. Where the majority of optimization programs only scan the surface of your computer, PC Speed ​​Doctor carries out a powerful intense deep scan which gets to the cause of the problems and then undertakes any necessary steps to overcome the problems. It also optimises your personal computer to give you a machine which is as quick as the day you got it.

    PC Speed ​​Doctor also increases your web browsing by performing a computer speed test that discovers all likely bottlenecks that will affect your web experience. Not many other products and solutions check internet speed, but with this tool it can detect the issues and solve them effortlessly. PC Speed ​​Doctor has been critically recommended by industry gurus and buyers world-wide.

    Reading user reviews are essential in every purchase and this tool does not get it wrong in receiving thumbs up reviews to its recognition from experts within the compug industry. As well as exceptional evaluations there are numerous recognized instances when people have noted that their PCs are running faster and more optimally.

    Cost is also an important consideration in any product purchase and PC Speed ​​Doctor does not fall short here either. It can be downloaded completely Free Today. This will help you scan your computer and determine many of the problems that are affecting your computer. Buy the affordable paid model to mend every one of these things and reinstate your PC to its former glory.

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    Source by Arif Hanid

    Views: 0

  • Why Your Workplace Needs Drug and Alcohol Testing

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    Modern workplaces have shown emergence of drug and alcohol misuse by employees both within and outside their offices. It will not be wrong to say that almost every workplace accounts for at least a couple of incidences related to drug and alcohol abuse. It is for this reason, that every workplace must have a drug and alcohol testing program. But it is not enough only to test employees for such substances. It is important to educate them and make them aware of the negative results of addiction too.

    Drug and alcohol management therapies form the next stage of the drug management programs initiated by employers for their employees. It is quite encouraging to see business organizations striving to make their workplaces secure and drug and alcohol free.

    Here we must be aware that we are not discussing use of drugs and alcohol at the workplace alone. Of course, this kind of behavior by an employee can have serious repercussions. Besides the possibility of injuring himself, the employee can hurt or injure others in the vicinity too. There is also the danger of causing harm or being injured if the employee who is under influence is operating any heavy machinery. More often than not, the reason for accidents and mishaps at factories and workplaces and sites is an employee who is working under the influence of drugs or alcohol.

    Most employees refrain from consuming drugs and alcohol at their workplaces. However, they are not stopping themselves when they are out of their workplaces. It is not enough if an employee does not use alcohol at the workplace. It is important that he keeps away from it even when away from work.

    Going beyond drug testing, drug management programs can educate employees about why they need to take control of their lives. They are counseled by experts and also sent for medical examination to detect any health problems they may be facing due to drug and alcohol abuse.

    The business owner or employer may have spent years building up a good reputation. But one small incident can tarnish the reputation of a business organization. That is why t is important for employers to be aware of their employees’ behavior. A good drug and alcohol testing management program takes care that the privacy of both the employer and the employee in question is now jeopardized.

    Your employees make your organization what it is. They deserve a safe environment. In the same way, your clients, associates and visitors to your workplace must feel good about coming to visit you.

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    Source by Avisha Jain

    Views: 0

  • Customer Trust and Loyalty

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    Customer trust is a precondition for prosperity. Yet, most businesses…

    o Act as if customer trust develops because the business believes it is honest.

    o Build only a shallow type of trust that does not lead to profitable relationships and loyalty.

    o Have no strategy to build the type of trust where customers increasingly value the relationship.

    Now is an excellent time to aggressively and systematically work at building customer trust. Virtually all businesses have been tainted by the general rise in societal distrust of companies.

    o A recent Datamonitor study of consumers in the USA and Europe found that 86% are less trusting of companies than they were five years ago.

    o 80% of people stop buying products or services from companies when their trustworthiness comes into question (Edelman 2005 Trust Barometer)

    o People spread distrust to friends and associates, the people we trust most.

    o Over 33% who lose trust in a company, openly campaign against that company on the Internet.

    The Datamonitor and Edelman research demonstrates that it goes beyond a few isolated cases. Furthermore, according to a Yankelovich study, more than two-thirds of people don’t believe advertisers and marketing. They see it as self-serving distortions.

    Customers want to do business with companies they trust but, don’t know who to trust. Therefore, companies that proactively demonstrate trustworthiness stand to gain a tremendous source of competitive differentiation.

    What is trust and why is it important to customer relationships? Webster gives two definitions of trust that help separate the wheat from the chaff.

    1. firm belief or confidence in the honesty, integrity, reliability, justice of another person or thing.

    2. confident expectation, anticipation, or hope; as in trust in the future.

    Most companies believe they are trustworthy but only measure up to the first definition. They want to be known as a company that is honest, reliable and fair. They expect their products live up to expectations and when they don’t they think they treat customers equitably.

    Do you think your company measures up? If you say yes, ask yourself what you proactively do to build this trust. Many companies have no deliberate strategy.

    If you have a deliberate strategy, now might be a good time to question how well it is working. As mentioned above, Yankelovich’s research shows that most customers don’t believe your marketing and advertising. And, the Edelman Trust Barometer concluded that when looking for a credible source of information on a company or product, CEO’s, employees, public relations people and celebrities rank in the bottom half.

    Measuring up to the first definition of trust is essential to sustainable and profitable customer relationships. However, even if customers believe your company is honest, reliable and fair, this is no guarantee they will be loyal and profitable. To garner commitment, profitability and high lifetime value, a company must measure up to Webster’s second definition as well.

    Businesses that meet the first definition but not the second, run into the Satisficing Trust Barrier. Satisficing trust is the trust that allows a customer to feel comfortable in buying products or services from a company. It is a sense of confidence that the company will stand behind the product. It is sufficient trust to purchase a well-defined product, a commodity. In a world of abundance and overwhelming choice, satisficing trust does not insure repeat business. Customers buy commodities that offer the best trade-off between satisficing trust, price and convenience. Some companies become complacent because they feel they offer the best combination of the three. Unfortunately for them, all it takes to lose customers is for a competitor to create the perception of a better deal. No real relationship value has been accrued by the company who wins business this way.

    The operative words in the second definition of trust are “hope” and “trust in the future.” Many purchases these days are not commodities; they are not well defined and may not have a track record. To make these types of purchases the customer must take a “leap-of-faith,” and this requires trust. In this type of trust the customer must believe that the vendor company is truly interested in a win-win relationship. That is, they are interested a long-term relationship where both parties benefit. This type of trust grows out of experience with a company demonstrating a real commitment to win-win. Since virtually all customers have been “burned,” companies often have to subjugate their short-term interests to stimulate the development of faithful trust.

    Customer want to build relationships that help them more confidently make “leap-of-faith” decisions. Being able to rely on this trust helps them simplify things in an increasingly complex world. When this happens, trust in the relationship becomes more important to customers than price and convenience. It starts with “hopeful trust.” Customers want the best for themselves. They want to adapt and to embrace change, and they will place extremely high value in relationships that help. Customers are on the lookout for signs from companies that their “hopeful trust” will be well placed. But this “hopeful trust” is just a test. If experience demonstrates that trust in the relationships is justified, faithful trust will emerge.

    When trust morphs from “hopeful” to “faithful,” a very significant twist occurs. The main concern of customers shifts from price and utility to the seeking of advice and guidance. When price is an issue, customers withhold information. When they seek guidance, they openly share. “Faithful trust” enables this openness. It also enables both parties to prosper and builds a basis for co-adaptation, now and in the future.

    The trustworthy company gets the immediate sale, but they get much more. Snafus or mistakes that might have once terminated a relationship are now overlooked for the sake of the relationship. Customers become turbocharged advocates. They don’t merely tell others what you sell; they vouch for you and the relationship value you deliver. They come to depend on your business and, as a consequence, they want you to thrive.

    The real-life story of Billy Blue, a men’s clothier in San Francisco illustrates the power of fully trusting relationships. Billy Blue’s thriving business took a nose dive during the dot.com crash. The downturn was so severe its owner, Billy Bragman, considered closing his doors. Instead, he wrote his customers a letter explaining the situation and asked them to buy more clothes. Even though many of his customers had their own business “trial and tribulations,” they increased their clothes purchases. One guy sent a check for $2,500 with a note saying, “You know what I like; just send me some new clothes.” Billy Blue customers could easily have turned to other men’s stores but they chose to support Billy Blue. They valued their relationship with Billy Blue and didn’t want it to go out of business.

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    Source by John Todor

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