Responsible AI sales ethics: A guide to maintaining customer trust

k9bmkDEC@?8m#6DA@?D:3=6 px D2=6D 6E9:4Di p 8F:56 E@ >2:?E2:?:?8 4FDE@>6C ECFDEk^DEC@?8mk^9bm

kAmpD 2CE:7:4:2= :?E6==:86?46 :?4C62D:?8=J 364@>6D 6>365565 :? D2=6D H@C<7=@HD[ 2 A2C25@I 92D 6>6C865] ~C82?:K2E:@?D 2C6 CFD9:?8 E@ 25@AE px E@@=D E92E AC@>:D6 72DE6C =625 D4@C:?8[ 2FE@>2E65 7@==@H\FAD[ 2?5 AC65:4E:G6 4FDE@>6C :?D:89ED] *6E 2E E96 D2>6 E:>6[ 4FDE@>6C 4@?46C? 23@FE 9@H px :D 36:?8 FD65 :D 8C@H:?8 C2A:5=J]k^Am

kAmp44@C5:?8 E@ a_ad C6D62C49 3J #($[ k2 9C67lQ9EEADi^^HHH]CHD]4@>^23@FE^?6HD^a_ad^F?=@4<65\a_ad\C:5:?8\E96\2:\D9@4<H2G6^QmeaT @7 4@?DF>6CDk^2m H@F=5 ECFDE 3C2?5D >@C6 :7 E96J H6C6 EC2?DA2C6?E 23@FE E96:C FD6 @7 px] |62?H9:=6[ 2 a_ab v6?6DJD DEF5J 7@F?5 k2 9C67lQ9EEADi^^HHH]86?6DJD]4@>^3=@8^A@DE^FD:?8\2:\:?\4FDE@>6C\D6CG:46\E@\4F=E:G2E6\ECFDE\?@E\762CQmg_T @7 4@?DF>6CDk^2m H@F=5 AC676C E@ 36 ?@E:7:65 :7 E96J’C6 4@>>F?:42E:?8 H:E9 2? px 286?E[ 2?5 k2 9C67lQ9EEADi^^HHH]D2=6D7@C46]4@>^6?\FD^HA\4@?E6?E^FA=@25D^D:E6D^c^5@4F>6?ED^C6D62C49^$E2E6\@7\E96\r@??64E65\rFDE@>6C]A57Qme`T @7 4FDE@>6CDk^2m 36=:6G6 px 25G2?46>6?ED >2<6 ECFDEH@CE9:?6DD 6G6? >@C6 :>A@CE2?E[ 244@C5:?8 E@ 2 a_ac $2=6D7@C46 DEF5J]k^Am

kAm%9:D 4C62E6D 2 4C:E:42= 492==6?86i w@H 42? D2=6D @C82?:K2E:@?D =6G6C286 px E@ :>AC@G6 677:4:6?4J 2?5 C6DF=ED H9:=6 >2:?E2:?:?8 E96 4FDE@>6C C6=2E:@?D9:AD E92E 56A6?5 @? EC2?DA2C6?4J 2?5 ECFDEn pD >@C6 @C82?:K2E:@?D 25@AE px D2=6D 6E9:4D AC24E:46D[ 2 4=62C 7C2>6H@C< :D 6>6C8:?8 7@C 9@H E@ :>A=6>6?E C6DA@?D:3=6 px :? D2=6D H9:=6 >2:?E2:?:?8 4FDE@>6C C6=2E:@?D9:AD]k^Am

kAm%96 2?DH6C E@ E96 25@AE:@? 492==6?86 =:6D :? 3F:=5:?8 C6DA@?D:3=6 px :? D2=6D 7C@> E96 8C@F?5 FA] tE9:42= px D2=6D AC24E:46D 2C6?’E C6DEC:4E:@?D @? :??@G2E:@?—E96J’C6 DEC2E68:4 :?G6DE>6?ED E92E DEC6?8E96? 4FDE@>6C C6=2E:@?D9:AD[ C65F46 4@>A=:2?46 C:D<[ 2?5 5C:G6 DFDE2:?23=6 C6G6?F6 8C@HE9]k^Am

kAmk2 9C67lQ9EEADi^^HHH]?FED96==]4@>^nFE>0D@FC46l?FED96==U2>AjFE>0>65:F>l5:C64EU2>AjFE>042>A2:8?l2:\D2=6D\6E9:4D\3=@8\DE24<6CQm}FED96==k^2m @FE=:?6D 2? 2AAC@249 E@ ?2G:82E:?8 E96 6>6C8:?8 6E9:42= px D2=6D =2?5D42A6[ DFAA@CE65 3J 4FCC6?E C6D62C49 2?5 AC@G6? 36DE AC24E:46D]k^Am

k9bmz6J E2<62H2JDk^9bm

kF=mk=:mkDEC@?8m%C2?DA2C6?4J 3F:=5D ECFDE[ ?@E 762Cik^DEC@?8m gcT @7 4@?DF>6CD H@F=5 ECFDE px >@C6 :7 :E 56>@?DEC2E65 6IA=2:?23:=:EJ] s:D4=@D:?8 px FD6 :? D2=6D AC@46DD6D 2?5 6IA=2:?:?8 564:D:@? =@8:4 DEC6?8E96?D 4FDE@>6C C6=2E:@?D9:AD C2E96C E92? F?56C>:?:?8 E96>]k^=:mk=:mkDEC@?8mwF>2? @G6CD:89E :D ?@?\?68@E:23=6ik^DEC@?8m #6DA@?D:3=6 px :? D2=6D C6BF:C6D 9F>2?D E@ C6G:6H[ G2=:52E6[ 2?5 @G6CC:56 px C64@>>6?52E:@?D] %9:D >2:?E2:?D 244@F?E23:=:EJ 2?5 AC6G6?ED 2=8@C:E9>D 7C@> @G6CD925@H:?8 :?5:G:5F2= 4FDE@>6C C6=2E:@?D9:AD]k^=:mk=:mkDEC@?8mr@>A=:2?46 2?5 6E9:4D 2C6?’E @AE:@?2=ik^DEC@?8m vs!#[ rr!p[ 2?5 6>6C8:?8 px C68F=2E:@?D 2=C625J C6BF:C6 5@4F>6?E2E:@? 2?5 EC2?DA2C6?4J 2C@F?5 2FE@>2E65 564:D:@?\>2<:?8] tE9:42= px AC24E:46D 2C6?’E 4@?DEC2:?ED @? :??@G2E:@?—E96J’C6 7@F?52E:@?2= E@ DFDE2:?23=6 25@AE:@?]k^=:mk^F=m

kAm%96 ?F>36CD E6== 2 4@>A6==:?8 DE@CJ] k2 9C67lQ9EEADi^^HHH]>4<:?D6J]4@>^42A23:=:E:6D^BF2?EF>3=24<^@FC\:?D:89ED^E96\DE2E6\@7\2:Qm}62C=J 2== DFCG6J C6DA@?56?EDk^2m :? 2 a_ad DEF5J 3J |4z:?D6J C6A@CE E92E E96:C @C82?:K2E:@?D 2C6 FD:?8 px[ 2?5 D2=6D E62>D E92E FE:=:K6 px 2C6 `]b E:>6D >@C6 =:<6=J E@ 6IA6C:6?46 C6G6?F6 :?4C62D6D] $2=6D AC@76DD:@?2=D 2C6 6>3C24:?8 E96 E649?@=@8J—k2 9C67lQ9EEADi^^3=@8]9F3DA@E]4@>^D2=6D^DE2E6\@7\2:\D2=6Dn9F3D04@?E6?El3=@8]9F3DA@E]4@>^D2=6D^2:\:?\D2=6DU2>Aj9F3D04@?E6?E\4E2lD2>6\DFCG6JQmwF3$A@E C6D62C49k^2m :? a_ac 7@F?5 E92E k2 9C67lQ9EEADi^^3=@8]9F3DA@E]4@>^D2=6D^2:\:?\D2=6DQmfgT @7 D2=6D AC@76DD:@?2=D 28C66k^2m E92E px 2FE@>2E:@? 96=AD E96> 565:42E6 >@C6 E:>6 E@ 4C:E:42= H@C<]k^Am

kAm*6E E9:D 6?E9FD:2D> >2D<D 2 8C@H:?8 4@?46C?] %96 D2>6 4FDE@>6CD H9@ 36?67:E 7C@> px\5C:G6? A6CD@?2=:K2E:@? 2C6 :?4C62D:?8=J D<6AE:42= 23@FE 9@H E96:C 52E2 :D 36:?8 FD65] p a_ac $2=6D7@C46 DEF5J 7@F?5 k2 9C67lQ9EEADi^^HHH]D2=6D7@C46]4@>^C6D@FC46D^C6D62C49\C6A@CED^DE2E6\@7\E96\4@??64E65\4FDE@>6C^QmecT @7 4FDE@>6CDk^2m 36=:6G6 4@>A2?:6D 2C6 C64<=6DD H:E9 4FDE@>6C 52E2[ 2?5 E9:D 4@?46C? :D :?E6?D:7J:?8 2D px 364@>6D >@C6 G:D:3=6 :? 4FDE@>6C :?E6C24E:@?D]k^Am

kAm%9:D :D E96 px D2=6D 6E9:4D A2C25@Ii ~C82?:K2E:@?D ?665 E@ 25@AE px E@ C6>2:? 4@>A6E:E:G6[ 3FE 4FDE@>6CD ?665 C62DDFC2?46 E92E px 25@AE:@? H@?’E 4@>AC@>:D6 E96:C AC:G24J @C 2FE@?@>J] %96 D@=FE:@? :D?’E E@ 2G@:5 px—:E’D E@ :>A=6>6?E C6DA@?D:3=6 px DEC2E68:42==J :? D2=6D]k^Am

k7:8FC6mk:>8 DC4lQ9EEADi^^:>286D]DE24<6C]4@>^H^`ag_^:>286D^DE@C:6D^a_ae^_`^`b^`\2:\25@AE:@?\4FDE@>6C\4@?46C?\A2C25@I]A?8Q 2=ElQx?7@8C2A9:4 4@>A2C:?8 C:D:?8 px 25@AE:@? C2E6D :? D2=6D H:E9 :?4C62D:?8 4FDE@>6C 4@?46C?D 23@FE 52E2 AC:G24J 2?5 px EC2?DA2C6?4J[ :==FDEC2E:?8 E96 ECFDE A2C25@I]Q DEJ=6lQH:5E9i `__TQ ^mk7:842AE:@?m}FED96==k^7:842AE:@?mk^7:8FC6m

k9bmk3C ^mqF:=5:?8 EC2?DA2C6?4J :?E@ px\A@H6C65 D2=6D AC@46DD6Dk^9bm

kAm%C2?DA2C6?4J :D E96 7@F?52E:@? @7 6E9:42= px D2=6D AC24E:46D] (96? 4FDE@>6CD F?56CDE2?5 9@H px :D 36:?8 FD65 E@ D6CG6 E96>[ ECFDE 24EF2==J :?4C62D6D C2E96C E92? 564C62D6D]k^Am

kAm#6D62C49 7C@> #($ D9@HD E92E k2 9C67lQ9EEADi^^HHH]CHD]4@>^23@FE^?6HD^a_ad^F?=@4<65\a_ad\C:5:?8\E96\2:\D9@4<H2G6^QmgcT @7 4@?DF>6CDk^2m H@F=5 92G6 >@C6 ECFDE :? px E92E 56>@?DEC2E6D 6IA=2:?23:=:EJ—E92E :D[ px H9:49 D66<D E@ 36 EC2?DA2C6?E 2?5 F?56CDE2?523=6 E@ 9F>2?D] %9:D 7:?5:?8 92D 5:C64E :>A=:42E:@?D 7@C 9@H D2=6D E62>D 4@>>F?:42E6 H:E9 AC@DA64ED] r=62C 5:D4=@DFC6 >2EE6CD]k^Am

kAmx7 2 D2=6D C6AC6D6?E2E:G6 FD6D px E@ 2?2=JK6 2 AC@DA64E’D 3692G:@C 2?5 C64@>>6?5 ?6IE DE6AD[ E92E AC@46DD D9@F=5 36 6IA=2:?23=6] rFDE@>6CD 5@?’E ?646DD2C:=J ?665 E@ F?56CDE2?5 E96 F?56C=J:?8 2=8@C:E9>D[ 3FE E96J D9@F=5 F?56CDE2?5 E92E px A=2J65 2 C@=6 2?5 H9J :E >2EE6C65 E@ E96:C :?E6C24E:@?]k^Am

kAmw6C6 2C6 2 76H AC24E:42= 2AAC@2496D E@ 3F:=5:?8 EC2?DA2C6?4J]k^Am

kF=mk=:mkDEC@?8ms:D4=@D:?8 px FD6 62C=Jik^DEC@?8m #2E96C E92? 9:5:?8 px :?G@=G6>6?E[ 6IA=2:? :E 2D 2 E@@= E92E 96=AD 56=:G6C 36EE6C D6CG:46] “~FC px 2?2=JD:D D9@HD J@FC 3FD:?6DD >:89E 36?67:E 7C@> E96D6 762EFC6D” :D >@C6 EC2?DA2C6?E E92? 2==@H:?8 E96 4FDE@>6C E@ 36=:6G6 E96 C64@>>6?52E:@? 42>6 AFC6=J 7C@> 9F>2? ;F58>6?E]k^=:mk=:mkDEC@?8mtIA=2:?:?8 564:D:@? =@8:4ik^DEC@?8m (96? px D4@C6D 2 AC@DA64E 2D 9:89\AC:@C:EJ[ 96=A D2=6D C6AD 6IA=2:? H9J] (92E D:8?2=D =65 E@ E92E D4@C6n %9:D EC2?DA2C6?4J 6>A@H6CD C6AD E@ 92G6 >@C6 2FE96?E:4 4@?G6CD2E:@?D 2?5 3F:=5D 4FDE@>6C 4@?7:56?46]k^=:mk=:mkDEC@?8ms@4F>6?E:?8 px AC@46DD6Dik^DEC@?8m rC62E6 4=62C 5@4F>6?E2E:@? @7 H96C6 px :D FD65 :? D2=6D H@C<7=@HD] %9:D D6CG6D 3@E9 4@>A=:2?46 C6BF:C6>6?ED 2?5 96=AD E62>D >2:?E2:? 4@?D:DE6?4J :? 9@H E96J 4@>>F?:42E6 23@FE px]k^=:mk^F=m

kAm!C:G24J C68F=2E:@?D :?4C62D:?8=J C6BF:C6 E9:D =6G6= @7 EC2?DA2C6?4J] ~C82?:K2E:@?D D9@F=5 C6G:6H E96:C AC:G24J A@=:4:6D E@ 6?DFC6 E96J 4=62C=J 5:D4=@D6 H96? px :D :?G@=G65 :? 4FDE@>6C :?E6C24E:@?D 2?5 564:D:@?\>2<:?8]k^Am

k9bmx>A=6>6?E:?8 9F>2?\:?\E96\=@@A 564:D:@?\>2<:?8k^9bm

kAm~?6 @7 E96 >@DE :>A@CE2?E AC:?4:A=6D @7 C6DA@?D:3=6 px :? D2=6D :D >2:?E2:?:?8 9F>2? ;F58>6?E 2D E96 7:?2= 564:D:@?\>2<:?8 2FE9@C:EJ] px D9@F=5 6?92?46 9F>2? 564:D:@?\>2<:?8[ ?@E C6A=246 :E]k^Am

kAmwF>2?\:?\E96\=@@A DJDE6>D 6?DFC6 E92E px D6CG6D 2D 2 C64@>>6?52E:@? 6?8:?6 H9:=6 D2=6D AC@76DD:@?2=D C6E2:? E96 23:=:EJ E@ C6G:6H[ C67:?6[ 2?5 @G6CC:56 px @FEAFED] %9:D >2EE6CD EC6>6?5@FD=J 7@C ECFDE] rFDE@>6CD 42? 766= 4@?7:56?E <?@H:?8 E92E 564:D:@?D 27764E:?8 E96:C C6=2E:@?D9:A 2C6?’E >256 AFC6=J 3J 2=8@C:E9>D—9F>2?D 2C6 :?G@=G65 2?5 244@F?E23=6]k^Am

kAm!C24E:42= :>A=6>6?E2E:@? :?4=F56D E96 7@==@H:?8]k^Am

kF=mk=:mkDEC@?8mpx C64@>>6?52E:@?D H:E9 9F>2? C6G:6Hik^DEC@?8m (96? =625 D4@C:?8 DJDE6>D C64@>>6?5 H9:49 AC@DA64ED E@ AC:@C:E:K6[ D2=6D C6AD D9@F=5 D66 E96 C64@>>6?52E:@?D 2=@?8D:56 <6J 4@?E6IE 23@FE H9J E96 px >256 E92E 2DD6DD>6?E] #6AD E96? 564:56 H96E96C E@ 7@==@H E96 C64@>>6?52E:@? @C 25;FDE E96:C 2AAC@249 32D65 @? E96:C 6IA6CE:D6]k^=:mk=:mkDEC@?8m'2=:52E65 :?D:89EDik^DEC@?8m px >:89E :56?E:7J A2EE6C?D :? DF446DD7F= 562=D[ 3FE 9F>2?D D9@F=5 G2=:52E6 H96E96C E9@D6 A2EE6C?D 2C6 244FC2E6 2?5 2AA=J E@ 7FEFC6 @AA@CEF?:E:6D] %9:D AC6G6?ED E96 px 7C@> C6:?7@C4:?8 AC@3=6>2E:4 2DDF>AE:@?D]k^=:mk=:mkDEC@?8ms:DAFE6 2?5 @G6CC:56 42A23:=:E:6Dik^DEC@?8m $2=6D AC@76DD:@?2=D D9@F=5 36 23=6 E@ 62D:=J @G6CC:56 px C64@>>6?52E:@?D H96? E96J 92G6 4@?E6IE E92E E96 px =24<D] %9:D >2:?E2:?D 244@F?E23:=:EJ 2?5 6?DFC6D E92E :?5:G:5F2= 4FDE@>6C C6=2E:@?D9:AD 2C6?’E @G6CD925@H65 3J 2=8@C:E9>:4 A2EE6C?D]k^=:mk^F=m

kAm%96 k2 9C67lQ9EEADi^^HHH]EFC:?8]24]F<^D:E6D^5672F=E^7:=6D^a_ab\`a^2:68\2E:\72:C?6DD0`]A57Qmp=2? %FC:?8 x?DE:EFE6k^2m ?@E6D E92E 6E9:42= px >FDE 36 EC2?DA2C6?E[ 72:C[ 2?5 244@F?E23=6[ 6DA64:2==J H96? FD65 :? 2C62D E92E :?G@=G6 A6CDF2D:@? @C :?7=F6?46[ H9:49 :D AC64:D6=J H92E D2=6D :D] wF>2? @G6CD:89E 6?DFC6D 244@F?E23:=:EJ C6>2:?D 4=62C]k^Am

k7:8FC6mk:>8 DC4lQ9EEADi^^:>286D]DE24<6C]4@>^H^`ag_^:>286D^DE@C:6D^a_ae^_`^`b^a\9F>2?\:?\=@@A\2:\564:D:@?\H@C<7=@H]A?8Q 2=ElQ(@C<7=@H 5:28C2> D9@H:?8 9F>2?\:?\E96\=@@A 564:D:@? >2<:?8i px 86?6C2E6D C64@>>6?52E:@?D[ 9F>2?D C6G:6H H:E9 4@?E6IE 2?5 3FD:?6DD 6IA6CE:D6[ 2?5 9F>2?D >2<6 7:?2= 564:D:@?D H:E9 E96 23:=:EJ E@ @G6CC:56]Q DEJ=6lQH:5E9i `__TQ ^mk7:842AE:@?m}FED96==k^7:842AE:@?mk^7:8FC6m

kAmp=8@C:E9>:4 3:2D :D @?6 @7 E96 >@DE DF3E=6 3FE 4@?D6BF6?E:2= 492==6?86D :? px D2=6D 6E9:4D] q:2D 42? 6>6C86 H96? px >@56=D 2C6 EC2:?65 @? 9:DE@C:42= 52E2 E92E C67=64ED A2DE 5:D4C:>:?2E:@? @C H96? 2=8@C:E9>D 2C6 56D:8?65 :? H2JD E92E DJDE6>2E:42==J 5:D25G2?E286 46CE2:? 8C@FAD]k^Am

kAm%96 D42=6 @7 E96 AC@3=6> :D D:8?:7:42?E] p44@C5:?8 E@ |4z:?D6J[ k2 9C67lQ9EEADi^^HHH]4@?E6?E8C:A]4@>^2:\3:2D\:?\>2C<6E:?8^Qmc_T @7 4@>A2?:6D FD:?8 pxk^2m C6A@CE65 F?:?E6?565 3:2D H:E9:? E96:C >@56=D[ 2?5 :? D2=6D[ 3:2D 42? >2?:76DE :? D6G6C2= AC@3=6>2E:4 H2JD]k^Am

kF=mk=:mkDEC@?8m{625 D4@C:?8 3:2Dik^DEC@?8m px DJDE6>D >:89E 4@?D:DE6?E=J D4@C6 =625D 7C@> 46CE2:? :?5FDEC:6D @C 86@8C2A9:6D =@H6C[ D:>A=J 3642FD6 76H6C A2DE 562=D 42>6 7C@> E9@D6 D68>6?ED] %9:D 4C62E6D D6=7\7F=7:==:?8 AC@A964:6D[ H96C6 F?56CC6AC6D6?E65 D68>6?ED C646:G6 =6DD 2EE6?E:@? 2?5 E9FD ?6G6C 92G6 E96 @AA@CEF?:EJ E@ 364@>6 8@@5 4FDE@>6CD]k^=:mk=:mkDEC@?8ms6>@8C2A9:4 5:D4C:>:?2E:@?ik^DEC@?8m (:E9@FE AC@A6C D2768F2C5D[ px >:89E 56G6=@A AC@I:6D 7@C AC@E64E65 2EEC:3FE6D] u@C 6I2>A=6[ 2 >@56= >:89E H6:89E K:A 4@56D :? H2JD E92E DJDE6>2E:42==J 5:D25G2?E286 46CE2:? C24:2= @C 6E9?:4 8C@FAD[ 6G6? E9@F89 E96 >@56= ?6G6C 6IA=:4:E=J 4@?D:56CD C246]k^=:mk=:mkDEC@?8mx?E6C24E:@? 3:2Dik^DEC@?8m px\86?6C2E65 6>2:= E6>A=2E6D @C >6DD28:?8 >:89E :?25G6CE6?E=J FD6 =2?8F286 E92E C6D@?2E6D 36EE6C H:E9 46CE2:? 56>@8C2A9:4D[ DF3E=J 3FE 4@?D:DE6?E=J 72G@C:?8 D@>6 4FDE@>6C D68>6?ED @G6C @E96CD]k^=:mk^F=m

kAmp55C6DD:?8 3:2D C6BF:C6D DJDE6>2E:4 2AAC@2496D]k^Am

kF=mk=:mkDEC@?8ms:G6CD6 EC2:?:?8 52E2ik^DEC@?8m t?DFC6 E92E E96 52E2 FD65 E@ EC2:? px >@56=D C6AC6D6?ED E96 7F== 5:G6CD:EJ @7 J@FC 4FDE@>6C 32D6 2?5 A@E6?E:2= 4FDE@>6CD] %9:D :D >@C6 492==6?8:?8 E92? :E D@F?5D—:E C6BF:C6D :?E6?E:@?2= 677@CE E@ 6?DFC6 EC2:?:?8 52E2D6ED 2C6?’E D<6H65 3J 9:DE@C:42= 9:C:?8[ >2C<6E:?8[ @C D2=6D A2EE6C?D]k^=:mk=:mkDEC@?8m#68F=2C 2F5:ED 2?5 E6DE:?8ik^DEC@?8m r@?5F4E C68F=2C 2F5:ED 3J 4@>A2C:?8 px C64@>>6?52E:@?D 24C@DD 5:776C6?E 4FDE@>6C D68>6?ED] x7 9:89\D4@C:?8 =625D 7C@> @?6 :?5FDECJ 4@?D:DE6?E=J 4@?G6CE 2E =@H6C C2E6D E92? 9:89\D4@C:?8 =625D 7C@> 2?@E96C :?5FDECJ[ E92E :?5:42E6D E96 >@56= :D 3:2D65] %6DE:?8 >6E9@5D :?4=F56 4@>A2C:?8 px D4@C6D E@ 24EF2= @FE4@>6D 24C@DD 56>@8C2A9:4 8C@FAD 2?5 4@?5F4E:?8 “7=:A E6DED[” H96C6 @?6 2EEC:3FE6 WDF49 2D :?5FDECJX :D 492?865 H9:=6 9@=5:?8 2== @E96C G2C:23=6D 4@?DE2?E[ E@ 56E6C>:?6 :7 E96 D4@C6 492?86D :?2AAC@AC:2E6=J]k^=:mk=:mkDEC@?8mq:2D 56E64E:@? E@@=Dik^DEC@?8m &D6 565:42E65 3:2D 56E64E:@? E@@=D 2?5 7C2>6H@C<D 56D:8?65 DA64:7:42==J 7@C E9:D AFCA@D6] k2 9C67lQ9EEADi^^4=@F5]8@@8=6]4@>^3=@8^AC@5F4ED^2:\>249:?6\=62C?:?8^:?EC@5F4:?8\E96\H92E\:7\E@@=\7@C\4=@F5\2:\A=2E7@C>\>@56=DQmv@@8=6’D (92E\x7 %@@=k^2m 6?23=6D E62>D E@ 4C62E6 :?E6C24E:G6 G:DF2=:K2E:@?D E92E 6IA=@C6 9@H px >@56=D 3692G6 24C@DD 5:776C6?E 8C@FAD 2?5 D46?2C:@D]k^=:mk=:mkDEC@?8m~?8@:?8 >@?:E@C:?8ik^DEC@?8m q:2D 56E64E:@? :D?’E 2 @?6\E:>6 AC@;64E] x?E68C2E6 @?8@:?8 >@?:E@C:?8 :?E@ J@FC px @A6C2E:@?D E@ 56E64E 3:2D E92E 6>6C86D @G6C E:>6 2D ?6H 52E2 :D 765 :?E@ E96 DJDE6>]k^=:mk^F=m

kAm%96 C68F=2E@CJ =2?5D42A6 DFCC@F?5:?8 px :D 6G@=G:?8 C2A:5=J[ 3FE 6I:DE:?8 AC:G24J 7C2>6H@C<D 2=C625J :>A@D6 D:8?:7:42?E C6BF:C6>6?ED @? 9@H @C82?:K2E:@?D FE:=:K6 px :? D2=6D] (9:=6 4@>AC696?D:G6 7656C2= px =68:D=2E:@? :? E96 &]$] :D DE:== 36:?8 56G6=@A65[ AC:G24J =2HD E92E 5:C64E=J :>A24E px\5C:G6? D2=6D AC24E:46D 2C6 2=C625J :? 67764E]k^Am

kAmvs!# 2?5 rr!p 2=C625J k2 9C67lQ9EEADi^^86?6@]2AA^3=@8^a_ad\85AC\44A2\2:\D62C49\4@>A=:2?46\36DE\AC24E:46D^Qm:>A@D6 C6BF:C6>6?EDk^2m @? 9@H @C82?:K2E:@?D 4@==64E[ AC@46DD[ 2?5 D92C6 4FDE@>6C 52E2] (96? px :D :?G@=G65 :? D2=6D H@C<7=@HD[ E96D6 C6BF:C6>6?ED C6>2:? E96 D2>6—3FE E96J C6BF:C6 >@C6 42C67F= 2EE6?E:@? 2?5 5@4F>6?E2E:@?] px DJDE6>D >FDE 36 5@4F>6?E65[ E96:C 52E2 D@FC46D >FDE 36 :56?E:7:65[ 2?5 :?5:G:5F2=D >FDE 36 23=6 E@ 6I6C4:D6 E96:C C:89ED W=:<6 E96 C:89E E@ <?@H H92E 52E2 :D 36:?8 FD65 23@FE E96> @C C6BF6DE 52E2 56=6E:@?X]k^Am

kAmu@C &]$] @C82?:K2E:@?D[ rr!p 4@>A=:2?46 :D >2?52E@CJ 7@C 4@>A2?:6D 5@:?8 3FD:?6DD :? r2=:7@C?:2 2?5 92?5=:?8 E96 52E2 @7 r2=:7@C?:2 C6D:56?ED] u@C @C82?:K2E:@?D H:E9 t& 4FDE@>6CD[ E96 vs!# 2AA=:6D C682C5=6DD @7 E96 4@>A2?J’D =@42E:@?] p?5 7@C >2?J >F=E:?2E:@?2= @C82?:K2E:@?D[ 3@E9 7C2>6H@C<D 2AA=J D:>F=E2?6@FD=J]k^Am

kAm!C:G24J 7C2>6H@C<D =:<6 vs!# 2?5 rr!p C6BF:C6 @C82?:K2E:@?D E@ 36 EC2?DA2C6?E 23@FE 2FE@>2E65 564:D:@?\>2<:?8] %9:D 5:C64E=J :>A24ED px :? D2=6D—H96? px D4@C6D AC@DA64ED[ C64@>>6?5D 7@==@H\FAD[ @C A6CD@?2=:K6D @FEC6249[ 4FDE@>6CD 92G6 E96 C:89E E@ F?56CDE2?5 E92E px :D :?G@=G65 2?5 9@H :E 27764ED E96>]k^Am

kAmx?E6C?2E:@?2==J[ E96 k2 9C67lQ9EEADi^^?2E=2HC6G:6H]4@>^2CE:4=6^6F\2CE:7:4:2=\:?E6==:86?46\24E\3FD:?6DD\:>A=:42E:@?D\2?5\4@>A=:2?46\DEC2E68:6DQmt& px p4Ek^2m[ H9:49 6?E6C65 :?E@ 7@C46 :? a_ac[ 3F:=5D @? E96D6 AC:G24J 7@F?52E:@?D H:E9 255:E:@?2= C6BF:C6>6?ED DA64:7:42==J 7@C px DJDE6>D] ~C82?:K2E:@?D H:E9 tFC@A62? 4FDE@>6CD D9@F=5 36 2H2C6 @7 E96D6 C6BF:C6>6?ED[ 2D E96J C6AC6D6?E E96 6>6C8:?8 8=@32= DE2?52C5 7@C 9@H px D9@F=5 36 8@G6C?65]k^Am

kAm(96E96C @A6C2E:?8 F?56C vs!#[ rr!p[ @C E96 t& px p4E[ @C82?:K2E:@?D ?665 E@ >2:?E2:? 56E2:=65 5@4F>6?E2E:@? @7 E96:C px DJDE6>D—9@H E96J H@C<[ H92E 52E2 E96J FD6[ 2?5 H92E D2768F2C5D 2C6 :? A=246]k^Am

kAm%9:D 5@4F>6?E2E:@? D6CG6D >F=E:A=6 AFCA@D6Di xE 56>@?DEC2E6D 4@>A=:2?46 E@ C68F=2E@CD[ 96=AD @C82?:K2E:@?D :56?E:7J 2?5 255C6DD AC@3=6>D[ 2?5 D:8?2=D 244@F?E23:=:EJ E@ 4FDE@>6CD]k^Am

kAm~C82?:K2E:@?D :>A=6>6?E:?8 C6DA@?D:3=6 px :? D2=6D EJA:42==Jik^Am

kF=mk=:mpF5:E 6I:DE:?8 AC:G24J A@=:4:6D E@ 6?DFC6 E96J EC2?DA2C6?E=J 5:D4=@D6 px FD6 :? 4FDE@>6C :?E6C24E:@?D]k^=:mk=:ms@4F>6?E 2== px DJDE6>D FD65 :? D2=6D[ :?4=F5:?8 E96:C AFCA@D6[ 52E2 :?AFED[ 2?5 564:D:@? =@8:4]k^=:mk=:mx>A=6>6?E 4@?D6?E >2?286>6?E AC@46DD6D E92E C6DA64E 4FDE@>6C 49@:46D 23@FE 52E2 FD6 H:E9 px]k^=:mk=:mr@?5F4E AC:G24J :>A24E 2DD6DD>6?ED 367@C6 56A=@J:?8 ?6H px DJDE6>D[ A2CE:4F=2C=J E9@D6 :?G@=G:?8 4FDE@>6C 52E2]k^=:mk=:mqF:=5 2F5:E EC2:=D E92E 56>@?DEC2E6 4@>A=:2?46 H:E9 AC:G24J C68F=2E:@?D 2?5 :?E6C?2= px 8@G6C?2?46 DE2?52C5D]k^=:mk=:mt?DFC6 52E2 92?5=:?8 AC24E:46D 4@>A=J H:E9 2AA=:423=6 AC:G24J =2HD Wrr!p 7@C r2=:7@C?:2 C6D:56?ED[ vs!# 7@C t& C6D:56?ED[ 6E4]X]k^=:mk^F=m

kAmu@C &]$] @C82?:K2E:@?D[ 4@>A=:2?46 H:E9 6I:DE:?8 AC:G24J =2HD =:<6 rr!p :D >2?52E@CJ] u@C E9@D6 @A6C2E:?8 8=@32==J[ vs!# 4@>A=:2?46 :D 6DD6?E:2=] qFE 6G6? 36J@?5 =682= C6BF:C6>6?ED[ E96D6 AC24E:46D C6AC6D6?E :?5FDECJ DE2?52C5D E92E 7@CH2C5\E9:?<:?8 @C82?:K2E:@?D 2C6 25@AE:?8 E@ >2:?E2:? 4FDE@>6C ECFDE 2?5 4@>A6E:E:G6 25G2?E286]k^Am

kAmtE9:42= px D2=6D AC24E:46D @?=J H@C< :7 E96 A6@A=6 FD:?8 E96> F?56CDE2?5 H9J E96J >2EE6C 2?5 9@H E@ :>A=6>6?E E96> 4@CC64E=J] %9:D C6BF:C6D 565:42E65 EC2:?:?8 2?5 4F=EFC6 492?86]k^Am

k7:8FC6mk:>8 DC4lQ9EEADi^^:>286D]DE24<6C]4@>^H^`ag_^:>286D^DE@C:6D^a_ae^_`^`b^b\D2=6D\E62>\2:\EC2:?:?8\4964<=:DE]A?8Q 2=ElQx?7@8C2A9:4 D9@H:?8 E96 7@FC 6DD6?E:2= D<:==D E92E D2=6D E62> ?665 7@C px EC2:?:?8]Q DEJ=6lQH:5E9i `__TQ ^mk7:842AE:@?m}FED96==k^7:842AE:@?mk^7:8FC6m

kAm$2=6D E62>D ?665 65F42E:@? @? D6G6C2= 7C@?ED]k^Am

kF=mk=:mkDEC@?8m&?56CDE2?5:?8 px =:>:E2E:@?Dik^DEC@?8m #6AD D9@F=5 F?56CDE2?5 H92E E96:C px E@@=D 42? 2?5 42?’E 5@] p? px =625\D4@C:?8 DJDE6> >:89E 36 gdT 244FC2E6 @G6C2==[ 3FE E92E >62?D `dT @7 D4@C6D 2C6 HC@?8] &?56CDE2?5:?8 E9:D G2C:2?46 96=AD C6AC6D6?E2E:G6D FD6 E96 E@@= 2AAC@AC:2E6=J—2D 2 8F:56 E@ 36 6G2=F2E65 H:E9 9F>2? ;F58>6?E[ C2E96C E92? 2D 2 567:?:E:G6 2?DH6C]k^=:mk=:mkDEC@?8m%C2?DA2C6?4J AC@E@4@=Dik^DEC@?8m $2=6D AC@76DD:@?2=D ?665 4=62C 8F:52?46 @? H96? 2?5 9@H E@ 5:D4=@D6 E92E px :D :?G@=G65 :? 4FDE@>6C :?E6C24E:@?D] %9:D >:89E 36 2D D:>A=6 2D =2?8F286 :? 6>2:= E6>A=2E6Di “(6 FD6 25G2?465 2?2=JE:4D E@ :56?E:7J H9:49 762EFC6D 2C6 =:<6=J E@ AC@G:56 E96 >@DE G2=F6 E@ J@FC 3FD:?6DD]” %96 8@2= :D 9@?6DEJ H:E9@FE 4C62E:?8 F??646DD2CJ 2=2C>]k^=:mk=:mkDEC@?8mtE9:42= 8F:56=:?6Dik^DEC@?8m ~C82?:K2E:@?D :>A=6>6?E:?8 C6DA@?D:3=6 px :? D2=6D EJA:42==J 6DE23=:D9 4=62C 8F:56=:?6D 7@C FD6]k^=:mk=:ms@?’E FD6 px\86?6C2E65 4@?E6?E E92E :>A6CD@?2E6D 9F>2? ;F58>6?E W6]8][ “x C6G:6H65 J@FC 3FD:?6DD 2?5…” H96? 2? px 24EF2==J 5:5 E96 2?2=JD:DX]k^=:mk=:ms@?’E 4@?E:?F6 4@?E24E:?8 4FDE@>6CD H9@ 92G6 @AE65 @FE[ C682C5=6DD @7 H92E E96 px C64@>>6?5D]k^=:mk=:mtD42=2E6 E@ 2 >2?286C :7 E96 px’D C64@>>6?52E:@? D66>D BF6DE:@?23=6 @C 4@F=5 5:D25G2?E286 2 A2CE:4F=2C EJA6 @7 4FDE@>6C]k^=:mk=:m|2:?E2:? 244FC2E6 C64@C5D @7 px\2DD:DE65 :?E6C24E:@?D D@ 4FDE@>6CD 42? F?56CDE2?5 E96 AC@46DD]k^=:mk=:mkDEC@?8mr@?E:?F@FD :>AC@G6>6?Eik^DEC@?8m pD E96 @C82?:K2E:@? =62C?D >@C6 23@FE 9@H px 24EF2==J A6C7@C>D 2?5 H96C6 3:2D @C AC@3=6>D 6>6C86[ EC2:?:?8 D9@F=5 36 FA52E65 244@C5:?8=J] %9:D D:8?2=D E92E C6DA@?D:3=6 px 25@AE:@? :D 2? @?8@:?8 4@>>:E>6?E[ ?@E 2 @?6\E:>6 4964<A@:?E]k^=:mk^F=m

kAm$2=6D =6256CD A=2J 2 4C:E:42= C@=6 96C6] x7 =6256CD9:A EC62ED 6E9:42= px 25@AE:@? 2D :>A@CE2?E[ E62>D E2<6 :E D6C:@FD=J] x7 :E’D D66? 2D =682= @G6C9625[ E96 4F=EFC6 H@?’E D9:7E]k^Am

k9bm|62DFC:?8 ECFDE 2?5 G2=:52E:?8 6E9:42= px AC24E:46Dk^9bm

kAm%CFDE :D 5:77:4F=E E@ >62DFC6[ 3FE E96 4@?D6BF6?46D @7 =@D:?8 :E 2C6 4=62C 2?5 >62DFC23=6] ~C82?:K2E:@?D ?665 E@ EC24< 3@E9 5:C64E :?5:42E@CD @7 ECFDE 2?5 5@H?DEC62> 3FD:?6DD >6EC:4D E92E C6G62= H96E96C 6E9:42= px 25@AE:@? :D 67764E:G6]k^Am

kAm|@?:E@C 9@H >2?J 4FDE@>6CD 2C6 2H2C6 E92E px :D 36:?8 FD65 :? E96:C :?E6C24E:@?D 2?5 H96E96C E96J’G6 8:G6? :?7@C>65 4@?D6?E E@ DA64:7:4 FD6D @7 E96:C 52E2] k2 9C67lQ9EEADi^^5:2=K2C2]4@>^3=@8^`_\2:\4@?D6?E\>2?286>6?E\36DE\AC24E:46D\a_acQmr@?D6?E >2?286>6?E A=2E7@C>Dk^2m 42? EC24< E9:D :? C62=\E:>6[ AC@G:5:?8 G:D:3:=:EJ :?E@ H96E96C EC2?DA2C6?4J AC24E:46D 2C6 24EF2==J C6249:?8 4FDE@>6CD]k^Am

kAm&E:=:K6 DFCG6JD 2?5 7665324< >6492?:D>D E@ 82:? :?D:89E :?E@ 9@H 4FDE@>6CD A6C46:G6 E96 2AA=:42E:@? @7 px] pC6 4FDE@>6CD H9@ <?@H 23@FE px FD6 >@C6 @C =6DD =:<6=J E@ ECFDE J@FC @C82?:K2E:@?n pC6 E96C6 D68>6?ED E92E 92G6 A2CE:4F=2C 4@?46C?Dnk^Am

kAm%C24< H96E96C 4@>A=2:?ED 23@FE px 564:D:@?D 2C6 :?4C62D:?8 @C 564C62D:?8] x7 46CE2:? EJA6D @7 4FDE@>6CD 4@?D:DE6?E=J 6D42=2E6 px\>256 564:D:@?D[ E92E’D 6G:56?46 @7 3:2D @C >:D2=:8?>6?E E92E ?665D :?G6DE:82E:@?]k^Am

kAmtDE23=:D9 AC@46DD6D E@ C68F=2C=J G2=:52E6 E92E px C64@>>6?52E:@?D 2C6 24EF2==J 244FC2E6 2?5 F?3:2D65] u@C =625 D4@C:?8[ E9:D >:89E >62? 4@>A2C:?8 9@H =625D H:E9 9:89 px D4@C6D 24EF2==J A6C7@C> G6CDFD 9@H 9F>2?D H@F=5 92G6 D4@C65 E96 D2>6 =625D] u@C 4FDE@>6C :?E6C24E:@? px[ :E >:89E >62? 92G:?8 9F>2?D 2F5:E 2 D2>A=6 @7 px\86?6C2E65 C6DA@?D6D E@ 6?DFC6 E96J’C6 96=A7F= 2?5 2AAC@AC:2E6]k^Am

kAm&=E:>2E6=J[ C6DA@?D:3=6 px 25@AE:@? D9@F=5 :>AC@G6 3FD:?6DD C6DF=ED] ~C82?:K2E:@?D E92E :>A=6>6?E E96D6 AC24E:46D C6A@CE :>AC@G65 4FDE@>6C D2E:D724E:@?[ 2 k2 9C67lQ9EEADi^^HHH]AH4]4@>^FD^6?^E649\67764E^2:\2?2=JE:4D^C6DA@?D:3=6\2:\DFCG6J]9E>=QmDEC@?86C 3C2?5 C6AFE2E:@?k^2m[ 2?5 36EE6C =@?8\E6C> 4FDE@>6C C6=2E:@?D9:AD] %96D6 2C6?’E ;FDE 766=\8@@5 >6EC:4D—E96J EC2?D=2E6 :?E@ C6G6?F6 C6E6?E:@? 2?5 C65F465 49FC?]k^Am

kAm%96 :?E68C2E:@? @7 px :?E@ D2=6D :D :?6G:E23=6] %96 BF6DE:@? :D?’E H96E96C E@ FD6 px[ 3FE 9@H E@ FD6 :E :? H2JD E92E >2:?E2:? E96 ECFDE E92E 4FDE@>6C C6=2E:@?D9:AD 56A6?5 @?]k^Am

kAmtE9:42= px D2=6D AC24E:46D—EC2?DA2C6?4J[ 9F>2? @G6CD:89E[ 3:2D >:E:82E:@?[ 4@>A=:2?46[ EC2:?:?8[ 2?5 4@?E:?F@FD G2=:52E:@?—2C6?’E @3DE24=6D E@ 25@AE:@?] %96J’C6 E96 7C2>6H@C<D E92E >2<6 px 25@AE:@? DFDE2:?23=6 2?5 G2=F23=6]k^Am

kAm~C82?:K2E:@?D :>A=6>6?E:?8 E96D6 AC24E:46D H:== 7:?5 E92E 4FDE@>6CD 2C6?’E D<6AE:42= @7 E96 px—E96J’C6 D<6AE:42= @7 4@>A2?:6D E92E FD6 px H:E9@FE EC2?DA2C6?4J @C 244@F?E23:=:EJ]k^Am

kAm%96 52E2 :D 4=62Ci rFDE@>6CD H2?E px E@ H@C< 7@C E96>[ 3FE E96J H2?E E@ F?56CDE2?5 9@H 2?5 H9J :E’D 36:?8 FD65] %96 @C82?:K2E:@?D E92E 2C6 DF44665:?8 H:E9 px 25@AE:@? 2AA62C E@ 36 E9@D6 E92E AC:@C:E:K6 C6DA@?D:3=6 px :? D2=6D 2=@?8D:56 :??@G2E:@?]k^Am

kAmx? 2 >2C<6E H96C6 4FDE@>6C ECFDE :D :?4C62D:?8=J E96 5:776C6?E:2E@C[ E96 6G:56?46 DF886DED E92E px D2=6D 6E9:4D AC24E:46D 2C6?’E 4@?DEC2:?ED @? :??@G2E:@?—E96J’C6 7@F?52E:@?2= E@ DFDE2:?23=6 25@AE:@?]k^Am

kAmk2 9C67lQ9EEADi^^HHH]?FED96==]4@>^3=@8^2:\D2=6D\6E9:4DQmk6>m%9:D DE@CJk^6>mk^2m H2D AC@5F465 3J k2 9C67lQ9EEADi^^HHH]?FED96==]4@>Qmk6>m}FED96==k^6>mk^2m 2?5 C6G:6H65 2?5 5:DEC:3FE65 3J k2 9C67lQ9EEADi^^9F3D]=2^"_b<=8$#_Q C6=lQ?@7@==@HQmk6>m$E24<6Ck^6>mk^2m]k^Am