How to Turn Your Knowledge Into a Profitable Brand

8/9/2019 How to Turn Your Knowledge Into a Profitable Brand

1/17

bxxv;))~mch~iao lu`htomwm`n.gia Licci~ ae F~mch~iao`lu`h

Bi~ xi Xut` ]iut @i`vtilmx Jì~cehne M`xi o

Vtilmxodce Dto`h/Ltee E!Diij d} Ao{otmè Xte}{

bxxv;))~mch~iao`lu`htomwm`n.gia bxxv;))ao{otmèxte}{.gia

Licci~ ae i` X~mxxet F~mch~iao`lu`hCmamxeh Gteoxm|e Giaai`w cmge`we; Vceowe hi ìx giv} it ixbet~mwe wxeoc xbmw gi`xe`x

~mxbiux a} ervteww vetamwwmi`. A} eaomc mw tmnbx bete# huhe. @i erguwew.

m`liF~mch~iao`lu`htomwm`n.gia
http://wildwomanfundraising.com/http://mazarinetreyz.com/mailto:[email protected]:[email protected]://mazarinetreyz.com/http://wildwomanfundraising.com/


2/17


Xodce il Gi`xe`xw

BECV/ ........................................................................................................7

^bete ote }iu ox9.......................................................................................

I`ge }iute uv o`h tu``m`n....................................................................?6

Oh|o`geh Wxtoxenmew..................................................................................?4

Tewiutgew..................................................................................................?8

Xbo`j }iu.................................................................................................?


3/17


4/17


Vetbovw mxw id|miuw wbew dmxxet odiux bet oduwm|e cowx diww# bi~ be lugjeh xbe

|icu`xeetw# bi~ be lmteh bet ~mxb ì ~ot`m`n# bi~ be `mxvmgjeh o`h }ecceh ox betì aoxxet ~box wbe hmh# e|e` ~be` wbe tomweh i|et (?#666#666# gteoxeh xbe dewx

e|e`x m` ?6 }eotw ~mxb i|et 466% aite veivce# 4#566 oxxe`heew.

Xbe diww delite bma ~ow ocwi oduwm|e# ocwi lmteh bet lit ì teowi` ~be` wbe aohe


5/17


è~wcexxet wmavc} degouwe xbe} cmje bet ~tmxm`n# ìx degouwe xbe} eeh ì`vtilmx

oh|mge/ Wi xbox teocc} aojew bet leec niih. Veivce ocwi vmxgb bet xi ~tmxe wxitmewodiux xbemt gouwew# o`h aite beohbu`xetw ote ciijm`n ox bet i` Cm`jehM`.

Xbmw mw o niih vcoxlita wbiuch wbe ì~ ~o`x xi nex o kid# o diij heoc# it ~tmxe lit

xbe Gbti`mgce il Vbmco`xbtiv}# it xbe Gbti`mgce il Bmnbet Ehugoxmi`# it

Ntowwtiixw Lu`htomwm`n Kiutòc# exg. Wbe ~mcc hi ?6 wveojm`n e`noneae`xw o`h 7

~edmòtw xbmw }eot. Wbe ~iuch cmje xi wveoj ox xbe Owwigmoxmi` il Lu`htomwm`n

Vtilewwmiòcw gi`lete`ge# DcinBet# Wbe^tmxew# îae`^biXegb Gi`lete`gew m`

46??# o`h ì~ xboxw o cix aite cmjec} xbo` mx ~ow.

^box hmh }iu xbm j il Wuwo`w wxit}9 iuch }iu cmje xi tegteoxe bet wuggeww9


6/17


^bete ote }iu ox9

Ote }iu wxugj m` o ì`vtilmx kid xbox }iu boxe# it ote }iu ciijm`n lit o ì`vtilmx

kid olxet dem`n dutèh d} }iut cowx kid9

^b} ~omx xi de lmteh9 ^b} ~omx xi de comh ill# ~be` ì iè gotew odiux }iut

ivm`mi`# it ~o`xw }iu9 ^b} ix wxotx dumchm`n wiae wegutmx} lit }iutwecl tmnbx i~#

~mxb xbiunbx ceohetwbmv9

Wxotx aojm`n }iutwecl o`h }iut ivm`mi` m`hmwve`wodce xi xbe cotnet ì`vtilmx o`h

vbmco`xbtiv} giaau`mx}.

]iu go` kim` xbe ci`n cmèw il uèavci}eh m` Hevtewwmi` 4.6# }iu go` |icu`xeet

o`h bive xbox wiaeho} }iucc nex bmteh# }iu go` xt} xi nex è~ wjmccw o`h jeev

ceot`m`n... dux ~box mw getxom`9 ]iu ote nim`n xi eeh xi ceot` bi~ xi aotjex

}iutwecl xi nex bmteh m` xbmw giavexmxm|e aotjexvcoge.

E|e` ml }iu bo|e o ì`vtilmx kid# }iu go` wxotx o dcin o`h wxotx gteoxm`n aite

egiìamg lteehia lit }iutwecl# o`h aite xbiunbx ceohetwbmv m` }iut lmech. Xbmw

giuch de votx il }iut wolex} èx.

It e|e` ml }iute vetlegxc} bovv} ~bete }iu ote o`h go`x maonmè e|et ceo|m`n#

vetbovw }iu go` uwe xbmw diij xi dumch }iut ì`vtilmxw dto`h. Occ il xbe woae


7/17


vtm`gmvcew go` wxmcc ovvc}.

Bo|m`n o dcin bow dee` o xteae`hiuwc} eavi~etm`n ervetme`ge lit ae. E|e`

xbiunb M|e dee` dcinnm`n wm`ge ?===# M i`c} wxotxeh o lucc!xmae# vtilewwmiòc dcin

wm`ge Hegeadet# 466=. M|e wee` m` xbe giaae`xw o`h tex~eexw xbox Ma xiugbm`n o

|et} to~ èt|e ~mxb ì`vtilmx wxoll# ceohetw# o`h diothw. M bo|e xbe giutone xi wveoj

xbe xtuxb# o`h xbox wgotew wiae veivce# o`h aojew wiae ixbet veivce o`nt}# o`h

aojew wiae ixbet veivce ~o`x xi wbiux ]EOB/ Cmje niih ~tmxm`n wbiuch.

M` xbe vowx emnbx ai`xbw. M|e wxeohmc} tomweh a} wxoxw# u`xmc ì~# ox xbe e`h il Kuè#46?6# M|e nixxe` ?56#666 bmxw xbmw ai`xb# >6 è~wcexxet wudwgtmdetw# 45#666 |mwmxw#

o`h 8#666 u`mquew. M|e wxotxeh o ì`vtilmx kid gcud# ~tmxxe` ?52 viwxw i` a} dcin#

~tmxxe` 7 nuewx viwxw# nixxe` 266 x~mxxet licci~etw# gteoxeh o |mhei# ocaiwx lm`mwbeh

a} i`vtilmx lu`htomwm`n diij# nixxe` m`xet|me~eh i` o tohmi wbi~# o`h Ma

wxotxm`n xi gteoxe o |mhei noae xi becv xeogb veivce bi~ xi lu`htomwe. Mxw nexxm`n

wetmiuw oxxe`xmi` ltia xbe i`vtilmx giaau`mx}. M|e gteoxeh o dto`h# o`h o

vcoxlita ~bete M boh ìxbm`n delite.

Betew ~box M|e liu`h xi de aiwx becvluc ~be` nexxm`n aite bmxw# giaae`xw# nuewx

viwx tequewxw# licci~etw i` x~mxxet exg. Betew EROGXC] bi~ M hmh mx# o`h bi~

]IU go hi mx.


8/17


Wxotxm`n Idkegxm|ew

Bo|m`n o nteox dcin mw cmje bo|m`n o vudcmgmwx ~bi mw oc~o}w vuxxm`n }iu m` lti`x il

xbe tmnbx veivce.

Aojm`n }iut Dcin;

Ciij i` a} e`ki}wxbm`.nw leeh "bxxv;))~mch~iao`lu`h.e`ki}wxbm`.nw- it

bxxv;))lllliu`h.gia# o`h wee ml }iu wee wiae vtexx} vmgxutew)hewmn`w xbox wveoj xi}iu. Xbe` we`h xbewe xi o ntovbmg hewmnèt o`h xecc bet xi hewmn` }iu o ~edwmxe

doweh i` xbe gicitw# wbovew exg xbox }iu cmje. It...

Aoje o ~ithvteww dcin. bxxv;))LteeGWWxeavcoxew.itn bow ~box }iu èeh. Vmgj o

gceo` hewmn` "Ma nim`n xi tehewmn` a} dcin wii`# wi hi ow M wo}# ìx ow M hi# tmnbx#

ijo}-

Wxtoxen};^be` veivce giae xi }iut ~edwmxe# ~box hi }iu ~o`x xbea xi hi9 Bmte }iu lit o

kid9 Aoje }iu o` illet xi ni i` owwmnàe`x xi xbe OLV gi`lete`ge9 Kuwx teoh }iu9

Licci~ }iu i` X~mxxet9 Wudwgtmde xi }iut TWW leeh9 Wudwgtmde xi }iut e~wcexxet9

Du} }iut uòuxbitm{eh dmintovb} i` Dmcc Noxew9 Aoje wute }iu jì~ ~box }iu

~o`x xbea xi hi# o h xbe` nm|e xbea ~o}w xi hi xbox.

Ml aite licci~etw mw occ xbox }iute olxet tmnbx ì~# vux xbmw tequewx ODI\E xbe lich#

~bmgb mw xbe votx il xbe vone xbox veivce wee ~be` xbe} lmtwx nex xi }iut wmxe. Hi`x
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9/17


aoje xbea wgticc hi~` xi hi xbmw. Ml }iu ote ciijm`n lit è~wcexxet wudwgtmdetw# wbe

tegiaae`h bxxv;))O~edet.gia ow o niih e!è~wcexxet xiic. Mxw ìx ltee# dux mx MWgbeov.

^box.w }iut nioc9

Hi }iu ~o`x xi becv veivce u`hetwxo`h bi~ }iu go` becv xbea9

Hi }iu ~o`x veivce xi bmte }iu9

Hi }iu kuwx ~o`x veivce xi cmwxe` xi }iu9

Aoje o cmwx il niocw.

Bi~ ao`} teohetw hi }iu ~o`x9Bi~ ao`} e~wcexxet wudwgtmdetw hi }iu ~o`x9

Ote }iu nim`n xi ~tmxe o` ediij9

^box hi }iu ~o`x xbea xi hi ~be` xbe} nex xi }iut ~edwmxe9

Woavce Niocw;

?. Ai`xb ?; Gteoxe o ~edwmxe# gteoxe o` e! e~wcexxet

4. Ai`xb 4; Giaae`x i` ?6 dcinw vet mnbx. Nex 8 wudwgtmdetw xi è~wcexxet

7. Ai`xb 7; Gteoxe o X~mxxet oggiu`x; Wxotx xi uwe Biixwumxe# o`h viwx 4r o ho}

8. Ai`xb 8; Wxotx xi viwx 5 ho}w o ~eej# wxotx xi o`w~et quewxmi`w i` Cm`jehM`

5. Ai`xb 5; Owj lit nuewx viwxw# hi nuewx viwxw lit ixbetw. Vux }iut dcin m`xi

dcin got`m|ocw.


10/17


Bi~ ilxe` xi viwx9

Viwxm`n 5r o ~eej teocc} ~itjw lit nexxm`n veivce xi ciij ox }iut dcin. Wexb Nihm`"bxxv;))wexbnihm`.gia- viwxw e|et} ho}# dux i`c} ? votontovb. Wm`ge bew ~tmxxe` ?4

diijw bew nix o licci~m`n# o`h be mw o niih iè xi ~oxgb. Mx hiew`x bo|e xi de ci`n.

Dux mx wbiuch de vmxb} o`h mccuamòxm`n ml mxw ìx ci`n. Viwx ox ceowx i`ge o ~eej.

Bi~ xi nex veivce xi lm`h }iu9

Him`n ?6 giaae`xw i` dcinw o `mnbx ~itjw ~ecc. Lm`h xbe ouxbitw)dcinnetw }iu

ohamte |mo niince# i` bxxv;))bullviwx.gia it owj ixbetw m` }iut wegxit ~box xbe}

teoh# o`h giaae`x i` xbemt ~itj. Xbmw mw o ~o} xi votxmgmvoxe m` gi`|etwoxmi`w# xinex ìxmgeh# o`h o ~o} xi xoje xbe veivce teohm`n xbea i|et xi ~box }iu bo|e xi

illet. M jeev o cmwx il dcinw wbe ~o`x xi licci~ m` a} `mgbe "lu`htomwm`n#

vbmco`xbtiv}# o`h @VXegb- occ m` a} èx|mdew leeh.

Ml }iu viwx gi`wmwxe`xc}# o`h giaae`x gi`wmwxe`xc}# o`h ogxm|ec} e`none m`

gi`|etwoxmi w# }iu go` wxotx xi bo|e o teoc mavogx i` xbe ì`vtilmx)gbotmx} o`h

vbmco`xbtivmg giaau`mxmew.

^box xi ~tmxe odiux9

]iu go` o`w~et quewxmi`w xbox veivce bo|e viwxeh i` Cm`jehM`. ]iu go` o`w~et

viwxw xbox ixbet veivce bo|e ~tmxxe`. ]iu go` ni xi o diijwxite o`h ~tmxe odiux o

diij }iu vmgjeh uv xbete. ]iu go` ~tmxe odiux }iut vex vee|ew odiux ì`vtilmxw#

aoòneae`x# nto`x~tmxm`n# aotjexm`n# exg. ]iu go` teocc} ~tmxe odiux o`}xbm`n#

xbewe ote kuwx wiae vtiavxw.
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11/17


I`ge }iu.te uv o`h tu``m`n

Uwe X~mxxet;

Uwe bxxv;))Biixwumxe.gia lit X~mxxet degouwe xbe` }iu go` cm`j dogj xi }iut viwx

m` 7 it 8 ~o}w i|et xbe giutwe il o ho}# vuxxm`n occ x~eexw m`xi o ve`hm`n oteo xbox

cexw xbea iux ~be` }iu ~o`x. Xbmw bow vti|eh ellegxm|e lit ae# o`h ocwi }iu go` wee

~bmgb il }iut x~eexw ote aiwx vivucot# o`h ~bete m` xbe ~itch veivce ote ~be`

xbe} gcmgj i` xbea. Eow} xi wee txw ae`xmi`w o`h haw occ tmnbx xbete xii. "Mx ocwi cexw

}iu ouxi!uvhoxe LD o`h Cm`jehM`.-

^be` }iu ~o`x xi gteoxe giaau`mx}# nex veivce xi cmwxe` xi }iu# o`h wxotx xi dumch

}iut dto`h# degiae jì~` ow xbe vetwi` xbox becvw ixbetw. Licci~ ow ao`} veivce

m` }iut lmech ow }iu go`. Vtiaixe ixbet veivce ?4r ow augb ow }iu vtiaixe

}iutwecl. I` x~mxxet# OC O]W xbo`j veivce lit xbe licci~# lit xbe ae`xmi`# lit xbe

TX. Tex~eex ixbetw ilxe`. Bxxv;))Aowbodce.gia bow wiae niih x~mxxet tewiutgew.

Lit erxto gtehmx# aoje o guwxia x~mxxet dogjntiu`h xboxw vtilewwmiòc!ciijm`n.Gbegj iux amè ox bxxv;))x~mxxet.gia)~mch~iao`lu`h. Teoc ~itch xerxutew ote dmn

tmnbx ì~. ]iu go` nex wiae lit ltee ox bxxv;))~mch~iao`lu`htomwm`n.gia)ltee!

wxull# gbegj xbe cm`jw# M|e nix cixw il tewiutgew lit }iu.

Jeevm`n xtogj il }iut giaau`mx};

bxxv;))@ex|mdew.gia mw o` TWW leeh onntenoxit# jm`h il cmje mNiince# dux dexxet#
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12/17


hmn9 ]iu go` jeev xtogj il wvegmlmg weotgbew xbete# it wvegmlmg ~edwmxew# wi m`wxeoh il

bo|m`n xi ni xi ?6 it 46 it 76 hmllete`x ~edwmxew kuwx xi jeev uv i` xbe è~w }iugote odiux "it kidw }iute ciijm`n lit# it nmnw# it auwmg è~w# exg- ]iu go` jeev

xbewe weotgbew occ m` iè vcoge# o`h xbe}cc ouxi!uvhoxe. Wiaexmaew ~eejc}#

wiaexmaew biutc}# mx heve`hw. Wi coxewx dteojm`n Nono e~w9 Wbiuch de o niince

weotgb tmnbx xbete. Wi wbe uwe @ex|mdew xi xtogj kid cmwxm`nw lit ae o`h M|e nm|e`

weamòtw i` xbe xivmg. Veivce teocc} cmje xbmw xiic/ O`h mxw wi m`xumxm|e. M|e nix o

vtewe`xoxmi` i` bi~ xi uwe mx bete;

bxxv;))~~~.wcmhewbote.èx)Ao{otmè)kuavwxotx!}iut!lu`htomwm`n!kidweotgb

Vcogew xi nex }iut dcin cm`jeh it te|me~eh;

bxxv;))Occxivgia#

bxxv;))xbehomc}te|me~etgia#

bxxv;))xbeonmxoxitgia#

bxxv;))dcinnm`n~iae`gia#

bxxv;))owwigmoxmi`koaitn

bxxv;))owvmtm`nleavteèutgia
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13/17


Oh|o`geh Wxtoxenmew

Gi`xtic }iut dto`h;

]iu èeh xi de odce xi gi`xtic xbe lmtwx 7 vonew il niince tewucxw odiux }iu. Bi~ ote

}iu nim`n xi hi xbox9 De e|et}~bete. Bi~ go` }iu de e|et}~bete9

Vitxlicmi Wmxe;Gi`wmhet aojm`n o vitxlicmi wmxe cmje bxxv;))ao{otmèxte}{.gia. Wbi~ }iut hevxb

o`h dteohxb il hmllete`x xivmgw# ogbme|eae`xw# ~box }iute ciijm`n lit# }iut vmgxute#

exg. Ni i`. xbmw mw }iut vcoge xi wbmè/ Ml }iu èeh becv gteoxm`n xbmw#

bxxv;))Wxe|ebo|ecjo.gia go` becv }iu gteoxe o ~edwmxe LOWX/

Vux }iut ~tmxm`n iux xbete;

Vux }iut ~tmxm`n o`h vtewe`xoxmi`w uv i` bxxv;))Wgtmdh.gia o`hbxxv;))Wcmhewbote.èx# mxw ltee# o`h }iu nex liu`h AITE/ M|e boh i|et 8#666 teohw

i` Wgtmdh xi hoxe# o`h i|et 4#666 i` Wcmhewbote. Ml }iu hi`x bo|e vi~etvim`x#

hi`x w~eox mx# niince higw hiew mx.

Gbegj iux ~box M|e hiè bete; bxxv;))~~~.wcmhewbote.èx)Ao{otmè)vtewe`xoxmi`w

bxxv;))~~~.wgtmdh.gia)Ao{otmèXte}{
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14/17


]iu go` ocwi aoje o bxxv;))Vte{m.gia# ~bmgb mw jm`h il cmje Vi~etvim`x i` gtogj. M

ci|e mx. Betew o vte{m M aohe; bxxv;))vte{m.gia)gr>n8|2wkjir)becv!a}!diww!hiew`x!cmwxe`!xi!ae)

^tmxe wiae otxmgcew i` bxxv;))BudVonew.gia# bxxv;))E[mèOtxmgcew.gia#

bxxv;))Wqumhii.gia. ^tmxe xbea i` xivmgw }iu jì~ o cix odiux# it xbm`nw }iu

~o`x xi teweotgb. Xbmw ~mcc nex }iu jì~ # o`h becv }iu gi`xtic }iut weotgb tewucxw.

Bete ote eroavcew il ~box M|e hiè i` Wqumhii.

bxxv;))~~~.wqumhii.gia)lu`hhe|ecivae`x o`h Budvonew#bxxv;))budvonew.gia)bud)Nexxm`n!O!Nto`x!Lit!]iut!@i`vtilmx

Cm`jehM`;

Gteoxe o Cm`jehm` vtilmce# o`h cm`j xi }iut Wcmhewbote oggiu`x.

Wicmgmx tegiaae`hoxmi`w ltia }iut diww tmnbx ì~# it litaet diwwew it gi!~itjetw.

O`w~et quewxmi`w. Xbmw mw o ~i`hetluc ~o} xi nex jì~` m` }iut lmech# o`h }iu go`

becv ixbetw xii/

Kim` wiae ntiuvw. ]iu go` wee ~bmgb ntiuvw M|e kimèh# a} Cm`jehm` Vtilmce bete;

bxxv;))cm`jehm`.gia)veivce)Ao{otmè

Aoje }iut Cm`jehM` vtilmce cm`j xi }iut Biixwumxe oggiu`x. @i~ }iu go` jeev

veivce i` Cm`jehM` m`litaeh il }iut xmaec} o`h uweluc i`vtilmx viwxw ow ~ecc/

Mw xbete o lmech }iu ~o`x xi nex m`xi9 Lm`h o ntiuv lit mx# it aoje iè.
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15/17


Tewiutgew

Ml xbmw occ wiu`hw o dmx i|et~becam`n# gbegj iux xbe Wigmoc Aehmo Dmdce# hmnewx ?

gbovxet ox o xmae# mx xeccw }iu bi~ xi hi }iut i~` ~edmòtw# tohmi wbi~w# |cinw# bi~

xi uwe wig. aehmo xi xbe dewx oh|o`xone# exg. M|e viwxeh odiux mx o giuvce il xmaew.

Mxw he`we# dux uweluc degouwe mx nm|ew }iu xi`w il ivxmi`w xi uwe# AIWX ote ltee.

Tohmi Tohmi;

bxxv;))DcinXocjTohmi.gia. ]eob# }iu jì~ xbmw mw ill xbe biij/ LTEE TOHMI

WBI^ LIT ]IU/ ]iu go` xocj odiux o`}xbm`n o`h e|et}xbm`n o`h owj veivce

~bi ote loaiuw xi de m`xet|me~eh.

Biè }iut dcinnm`n wjmccw;

Teoh dcinw odiux dcinnm`n xi de dexxet ox mx. ]eob# M jì~ }iu|e nix o hentee it x~i

dux veivcew M_ weeaw xi htiv odiux 76 vim`xw ~be` xbe} nex i`cmè wi ~tmxm`n lit o


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$Wigmoc d} Wigmoc$ d} Oa} Woavce ^oth "mxw o ~mjm ow ~ecc# o`h }iu go` wee mx occ

i`cm`e lit ltee ox bxxv;))wigmocd}wigmoc.itn .-Xbe @ex~itjeh @i`vtilmx d} Jo`xet

Oc~o}w oc~o}w xt} xi te!vutviwe }iut gi`xe`x. Go` }iut dcin viwx de o tohmi xivmg9

Go` }iut x~mxxet wxteoa xut` m`xi \Cinnm`n9 box go` }iu hi xi aoje ceww ~itj

lit }iutwecl9

i~# M kuwx liu`h iux xbox wbe nix cmwxeh i` xbmw tewiutge cmwx. @mlx}. Gbegj mx iux#

xbete ote cixw il dcinw# o`h ixbet ~o}w xi vtiaixe }iutwecl.bxxv;))~~~.lu`hluwmi`.itn)tewiutgew)46?6tewiutgew.owvr
http://socialbysocial.org/http://www.fundfusion.org/resources/2010resources.aspxhttp://socialbysocial.org/http://www.fundfusion.org/resources/2010resources.aspx


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Xbo`j }iu

Xbo`jw lit teohm`n/ Hi }iu bo|e mheow ì~# lit bi~

xi dumch }iut dto`h# o`h becv veivce gote odiux }iu9

Hmh M ceo|e wiaexbm`n iux9 ô`x xi xecc ae9

Licci~ ae i` x~mxxet

bxxv;))x~mxxet.gia)~mch~iao`lu`h# gi`ègx ~mxb aei` Cm`jehM`# bxxv;))cm`jehm`.gia)veivce)ao{otmè Eaomc ae# cexw gbox/

Ml mx occ weeaw cmje o cix il ~itj# mx mw. Dux mxw ~itxb mx. ]iucc dumch }iut |imge# dumch

}iut dto`h# o`h lm`h o è~ kid# it wiae erxto aiè}. ]iu è|et jì~ ~bete mxw

nim`n xi ceoh }iu/

Xecc ae bi~ }iute mavceae`xm`n xbewe wxtoxenmew xiho}/

Wm`getec}#

Ao{otmè

m`liF~mch~iao`lu`htomwm`n.gia
http://twitter.com/wildwomanfundhttp://linkedin.com/people/mazarinemailto:[email protected]://twitter.com/wildwomanfundhttp://linkedin.com/people/mazarinemailto:[email protected]

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How to Turn Your Knowledge Into a Profitable Brand