ashutov y25ashutov 20260910 169 157 148 2 108 95 86 icons8-reading-100.png quarterly test Prepare for quarterly test vocab pre teach functional language grammar focus smartphone or tablet device listening Download onto your phone or tablet and listen carefully. :!php ~/www/soosh/xml2mbz_overwrite_offline.php ~/www/moodle/public/sdata/inc_xml_mdl/course_log_ashutov_2026-1.xml :!php ~/www/moosh/moosh.php course-restore --overwrite ../mbz_bup_offline/course_log_ashutov_2026-1.xml_2mdl.mbz 157 :!php ~/www/soosh/xml2mbz_update_onl.php ~/www/moodle/public/sdata/inc_xml_mdl/course_log_ashutov_2026-1.xml ]]> sbook_plugins/wordlist_generated_from_xml_clog_sbook_for_sbook_session.inc sbook_plugins/payment_history_generated_from_xml_clog_sbook.inc Avito Andrey Shutov C1 20260914 10:15-11:15 MSK | 11:15-12:15 SAMT 1.5 2500 tbc Designing a buyer's journey By the end of this session you will have studied Zoom meeting details Profi.ru - D.Potter Zoom Meeting (recurring) Meeting ID: 765 1187 4648 Password: pFGjq3 https://us04web.zoom.us/j/76511874648?pwd=pqq81L5Zbdw6lT8hToYVMKUIJsisYn.1 ]]> 41 3 Writing practice - mapping contents to buyers' journey Writing with AI 20240503 hw20240506 active prep_ol_qa edit_ol_qa pix/icons8-hand-with-pen-100_white.png How good are your copy-writing skills? https://docs.google.com/document/d/1HjFmxVoVxfJw0yaVI6wWal1F3uiscYcM6ZTkJJFY3p8/edit?usp=sharing --> ]]> Writing long-form contents guidelines ~ 3/5min brainstorming ~ 5min drafting a plan ~ 3min writing the introduction ~ 3min writing the conclusion ~ 5-8min finding examples to support the narrative ~ 8-10min finding visuals to support the narrative ~ 8-10min composition per part x 3-5 parts Guidelines for use of AI in writing ✓ give AI background information (e.g. copy-paste instructions from above) → prompt AI with a few questions → narrow down your questions → refine AI's suggested answer(s) (you may use suggestions) ✓ copy-paste or download into your googledoc → edit by hand (making use of your critical thinking skills) → add your own examples, anecdotes, localisation → copy-paste your google revised version into AI ✓ try having your text corrected and/or improved by AI (use built-in options: e.g. simplify, make more formal...) → prompt for improving style e.g. check language and make it more intelligible for level B2/C1 readers → refine AI's suggested answer(s) (you may use suggestions) → copy-paste or download into your googledoc for finalising ]]> 40 Can't we just print more money? 39 1 Can't we just print more money? active edit_ol_qa pix/icons8-collaboration-100_white.png visual https://sobrief.com/books/cant-we-just-print-more-money → answer the questions ]]> https://sobrief.com/books/cant-we-just-print-more-money Key Takeaways 1. Economics is everywhere, shaping our daily choices and societal outcomes Economics affects all of us every day of our lives. Each time you make a choice about whether or not to work, whether to spend some money today or save it for tomorrow, go out for a meal or cook one at home, you are making an economic decision. Ubiquitous economic decisions. Every day, we make countless economic choices without realizing it. From deciding what to eat for breakfast to choosing a career path, these decisions involve trade-offs and opportunity costs. Economics provides a framework for understanding these choices and their implications. Markets and resource allocation. At its core, economics studies how societies allocate scarce resources. Markets play a crucial role in this process, coordinating the actions of millions of individuals through the forces of supply and demand. This "invisible hand" often leads to efficient outcomes, but not always. Societal impact. Economic forces shape not just individual choices, but entire societies. They influence: Income distribution Technological innovation Environmental sustainability Political systems Understanding these forces empowers individuals to make better decisions and engage more effectively in civic life. 2. Markets coordinate supply and demand, but can fail in crucial ways Economics can help us understand the forces that led to this happening, as well as how we should respond. Market mechanics. Markets bring together buyers and sellers, with prices acting as signals to coordinate their actions. When demand for a product increases, prices rise, incentivizing more production. This process generally leads to efficient outcomes, matching supply with demand. Market failures. However, markets can fail in important ways: Externalities: When the full costs or benefits of an action aren't reflected in market prices (e.g., pollution) Public goods: Products that benefit everyone but are difficult to charge for individually (e.g., national defense) Information asymmetries: When one party has more information than the other (e.g., used car sales) Monopolies: When a single seller dominates a market, leading to higher prices and less innovation Policy interventions. Recognizing these failures, policymakers often intervene in markets through: Regulations Taxes and subsidies Direct provision of goods and services Understanding market failures is crucial for addressing major societal challenges like climate change and healthcare provision. XXXXXXXXXXXXXXX cont. from here 3. Labor markets determine wages and employment, with inherent frictions To understand labour markets you need to not just make sense of how markets work, but understand the peculiar ways in which they interact with the idiosyncratic economics of employment. Supply and demand for labor. Wages and employment levels are determined by the interaction of labor supply (workers) and demand (employers). Factors influencing this include: Worker skills and productivity Business needs and profitability Economic conditions Labor market frictions. Unlike in idealized markets, labor markets have inherent frictions that prevent perfect matching of workers to jobs: Search costs: Time and effort required to find suitable jobs or employees Geographic constraints: Workers may be unable or unwilling to relocate for jobs Skill mismatches: Available workers may lack the skills needed for open positions Policy implications. Understanding these frictions informs policies aimed at reducing unemployment and improving labor market efficiency, such as: Job search assistance programs Education and training initiatives Labor mobility support Recognizing the complexities of labor markets helps explain persistent unemployment and wage disparities, even in otherwise healthy economies. 4. Economic growth drives long-term prosperity, but has complex impacts You're richer than your ancestors because of economic growth. That economic growth comes from a combination of several factors – most notably, improvements in technology. Drivers of growth. Long-term economic growth primarily stems from: Technological innovation Capital accumulation (investment in productive assets) Human capital development (education and skills) Institutional improvements (rule of law, property rights) Compounding effects. Over time, even small differences in growth rates lead to massive differences in living standards. This explains why modern societies are so much wealthier than those of the past. Complexities and trade-offs. While growth generally improves living standards, it can have negative side effects: Environmental degradation Inequality (if benefits are unevenly distributed) Cultural disruption Policymakers must balance promoting growth with addressing these potential downsides. Sustainable development aims to achieve growth that improves quality of life without compromising future generations' well-being. 5. International trade allows specialization and mutual benefit between nations Even if there are lots of jobs across an entire economy, that doesn't mean there are lots of jobs on offer in the area where each individual is based. Comparative advantage. The key insight of international trade theory is that countries benefit by specializing in what they're relatively best at producing, even if they're not the absolute best. This counter-intuitive idea explains why trade can benefit all parties involved. Benefits of trade: Lower prices for consumers Greater product variety Increased economic efficiency Knowledge and technology transfer Challenges and controversies. While trade generally increases overall economic welfare, it can create losers within countries: Industries facing foreign competition may decline Workers may need to transition to new sectors This has led to political backlash against globalization in some countries. Policymakers face the challenge of balancing the broad benefits of trade with addressing its localized negative impacts. 6. Inflation erodes purchasing power over time, with wide-ranging effects Inflation can be thought of as a tax on keeping money. Just as income tax might take away a fraction of your salary every month, inflation takes away a fraction of your spending power. Causes of inflation. Price increases can be driven by: Demand-pull factors: Increased spending outpacing production Cost-push factors: Rising input costs (e.g., raw materials, wages) Monetary factors: Expansion of the money supply Economic impacts. Moderate, stable inflation is generally considered beneficial, but high or unpredictable inflation can be harmful: Erodes savings and fixed incomes Creates uncertainty, hampering investment Can lead to inefficient allocation of resources Policy responses. Central banks typically aim for low, stable inflation (often around 2% annually) using tools like: Interest rate adjustments Quantitative easing/tightening Understanding inflation is crucial for personal financial planning, business decision-making, and evaluating economic policies. 7. Money and banking are built on trust, facilitating economic activity Money is ultimately a system of mutually agreed trust; over the centuries, people have looked to reinforce that trust in various ways: drawing on the 'intrinsic' value of precious metals and commodities, drawing on the resources and power of the state, or even drawing on the cool logic of computer code. Evolution of money. Money has taken many forms throughout history, from commodity-based systems to today's fiat currencies. Its core functions remain constant: Medium of exchange Store of value Unit of account Banking system. Modern economies rely on a complex banking system that: Creates money through fractional reserve lending Facilitates payments and credit Helps manage economic risks Trust and regulation. The entire monetary and banking system relies on trust. Governments and central banks play crucial roles in maintaining this trust through: Deposit insurance Bank regulations Monetary policy Understanding money and banking is essential for grasping how modern economies function and the role of financial institutions in both facilitating growth and potentially creating instability. 8. Economic crises have far-reaching consequences and are difficult to predict Economists are all too aware of this phenomenon. Even Adam Smith recognised that there are some situations in which markets end up working against the common good. Anatomy of crises. Economic crises can stem from various sources: Financial bubbles and crashes Banking system failures External shocks (e.g., pandemics, natural disasters) Policy mistakes These events can trigger a self-reinforcing cycle of declining confidence, reduced spending, and job losses. Widespread impacts. Economic crises affect far more than just financial markets: Unemployment and income loss Business failures Social and political instability Long-term "scarring" effects on growth Prediction challenges. Forecasting crises is notoriously difficult due to: Complex, interconnected economic systems Inherent unpredictability of human behavior Potential for "black swan" events While economists have developed tools to better understand and potentially mitigate crises, perfect prediction remains elusive. This underscores the importance of building resilient economic systems and maintaining policy flexibility. 9. Policymakers use various tools to manage the economy, with limitations Just like Smith's workers in the pin factory, countries tend to specialise in producing certain things – the things they're best at making –then swap these items through trade. Monetary policy. Central banks use tools like interest rate adjustments and quantitative easing to influence: Inflation Employment Overall economic activity Fiscal policy. Governments use taxation and spending to: Provide public goods and services Redistribute income Stabilize the economy during downturns Limitations and trade-offs. Economic management faces several challenges: Time lags between policy changes and their effects Unintended consequences Political constraints Globalization reducing national policy effectiveness Policy debates. Economists and policymakers often disagree on the optimal approach to managing the economy, with ongoing debates about: The appropriate balance between markets and government intervention The effectiveness of different policy tools How to address long-term challenges like inequality and climate change Understanding these policy tools and their limitations is crucial for informed civic engagement and evaluating economic proposals. Last updated: April 22, 2025 ]]> What are ubiquitous economic decisions? Every day, we make countless economic choices without realizing it. From deciding what to eat for breakfast to choosing a career path, these decisions involve trade-offs and opportunity costs. Economics provides a framework for understanding these choices and their implications invisible hand?]]> ✓ how societies allocate scarce resources ✓ markets play a crucial role in this process → coordinate actions of millions of individuals through the forces of supply and demand → often leads to efficient outcomes, but not always What is the societal impact of economic forces? ✓ income distribution ✓ technological innovation ✓ environmental sustainability ✓ political systems → understanding empowers individuals to make better decisions → engage more effectively in civic life How do market mechanics coordinate supply and demand? ✓ bring together buyers and sellers ✓ prices act as signals to coordinate actions → when demand for a product increases, prices rise → incentivise more production ✓ leads to efficient outcomes, matching supply with demand Why can markets fail to coordinate supply and demand? How should we respond to that? ✓ externalities = when the full costs or benefits of an action aren't reflected in market prices (e.g., pollution) ✓ public goods = products that benefit everyone but are difficult to charge for individually (e.g., national defence) ✓ information asymmetries = when one party has more information than the other (e.g., used car sales) ✓ monopolies = when a single seller dominates a market → leads to higher prices and less innovation How do policymakers often intervene in markets? ✓ regulations ✓ taxes and subsidies ✓ direct provision of goods and services → understanding market failures is crucial for addressing major societal challenges like climate change and healthcare provision 38 glass ceiling = ceiling based on attitudinal or organizational bias in the work force that prevents minorities and women from advancing to leadership positions empathy = ability to understand another person's feelings, experience, etc Trans-Tasman Economic Area = highly integrated economic zone between Australia and New Zealand, founded on the 1983 Closer Economic Relations (CER) agreement, which eliminated almost all tariffs and quotas. It features free movement of people, mutual recognition of standards, and a single economic market (SEM) agenda focused on reducing regulatory barriers cue = action or event that is a signal for sb to do sth; a few words or an action in a play that is a signal for another actor to do sth China, Empire of the Middle = China's traditional name, Zhongguo (中國), meaning "Middle Kingdom," reflecting its historical self-perception as the centre of civilization, bridging the divine (Heaven) and the earthly world, a concept that evolved from referring to the central plains to the entire unified empire, influencing its worldview and cultural significance frugality = using only as much money or food as is necessary 37 20260911 10:15-11:15 MSK | 11:15-12:15 SAMT 1.5 2500 active How to map your content to the buyer's journey By the end of this session you will have studied https://www.foleon.com/blog/how-to-map-your-content-to-the-buyers-journey zoom_meeting.png Zoom meeting details Profi.ru - D.Potter Zoom Meeting (recurring) Meeting ID: 765 1187 4648 Password: pFGjq3 https://us04web.zoom.us/j/76511874648?pwd=pqq81L5Zbdw6lT8hToYVMKUIJsisYn.1 ]]> 36 1 Content marketing active edit_ol_qa pix/icons8-collaboration-100_white.png Why should any business person do more than just dabble into content marketing? ✓ you need to understand how to connect with your audience → map your buyer's journey ≠ dabble into marketing take a slight and not very serious interest in a subject, or try a particular activity for a short period How to map your content to the buyer's journey by Sean Filidis https://www.foleon.com/blog/how-to-map-your-content-to-the-buyers-journey Read the article. → answer the questions]]> To what extent is the initial awareness stage relevant in today's world plagued by information glut? when someone searches online for the symptoms of their problem, looking for any information they can find ]]> information glut = excessive, unmanageable supply of raw, unprocessed, or irrelevant data that exceeds a person's capacity to absorb it What channels of communication are pertinent nowadays to satisfy consideration needs of prospect customers? 〆TV advertising is hardly worth investing in for the purpose of educating your target audience → Telegram channels, videos on the internet, etc are not actually always the best media of communication ✓ educating people on benefits of your product often depends on points of sale rather than just on-line reviews → focus on visibility thanks to adequate shelving → facilitate brand recognition with memorable visuals ✓ post on social forums ✓ give recommendations (word of mouth) → build a reputation to become a considerable option → organise product demos, product degustation, sampling campaigns product degustation / tasting, sampling campaigns = live promotional events where brands offer potential customers a small sample of a product—usually food, beverages, or luxury goods—to experience before making a purchase How does AI impact on the final decision stage? 〆often considered as the final judge → don't underestimate the role of AI ✓ give AI reasons to believe in → invest in disseminating information ✓ use SEO, cross linking in marketing collateral e.g. case studies / success stories, instructional videos and tutorials, product documentation How can you enrich your customer landscape upstream and downstream? ✓ explain options available from your assortment before the point of sale ✓ collect feedback of customers after the purchase How do you convert unsatisfied customers into evangelists? ✓ return / replace products ✓ offer discount on their next purchase (...) evangelist = someone who often talks about how good they think something is, and tries to persuade you to have the same opinion; promoter 35 2 pix/icons8-dictionary-100_white.png Marketing content goals active wip xml_multi_dd_row How can you map the contents of your copy-writing to your buyers' journey? https://www.foleon.com/blog/how-to-map-your-content-to-the-buyers-journey → read the article → match the expressions with the definitions → describe a real-life or fictional story with each expression ]]> 14 6 left 1 2 3 4 5 6 34 to dabble = to take a slight and not very serious interest in a subject, or try a particular activity for a short period information glut = excessive, unmanageable supply of raw, unprocessed, or irrelevant data that exceeds a person's capacity to absorb it product degustation / tasting, sampling campaigns = live promotional events where brands offer potential customers a small sample of a product—usually food, beverages, or luxury goods—to experience before making a purchase evangelist = someone who often talks about how good they think something is, and tries to persuade you to have the same opinion; promoter 33 discovered uncovered it for me Even my 9-years year old daughter uses AI A lot of competitors are conquering fighting against each other ]]> scheme /ski:m/ 20260907 10:15-11:15 MSK | 11:15-12:15 SAMT 1.5 2500 lc By the end of this session you will have studied https://www.foleon.com/blog/how-to-map-your-content-to-the-buyers-journey zoom_meeting.png Zoom meeting details Profi.ru - D.Potter Zoom Meeting (recurring) Meeting ID: 765 1187 4648 Password: pFGjq3 https://us04web.zoom.us/j/76511874648?pwd=pqq81L5Zbdw6lT8hToYVMKUIJsisYn.1 ]]> 32 20260831 10:15-11:15 MSK | 11:15-12:15 SAMT 1.5 2500 active Long-Form Content Writing Best Practices for B2B Content Marketing By the end of this session you will have studied https://www.foleon.com/blog/long-form-content-writing-best-practices zoom_meeting.png Zoom meeting details Profi.ru - D.Potter Zoom Meeting (recurring) Meeting ID: 765 1187 4648 Password: pFGjq3 https://us04web.zoom.us/j/76511874648?pwd=pqq81L5Zbdw6lT8hToYVMKUIJsisYn.1 ]]> B2 / C1 Marketing 31 1 Long-Form Content Writing Best Practices for B2B Content Marketing active edit_ol_qa prep_ol_qa pix/icons8-collaboration-100_white.png Why would long-form contents be more effective than shorter ones? https://www.foleon.com/blog/long-form-content-writing-best-practices → read the article → answer the questions]]> How long is supposed to be a 'long-form' content? What are its advantages? ~ 1000 - 7500 words ✓ gives time and space to deep-dive into specific topics ✓ shows potential customers you are the right brand to choose ✓ features great SEO value SEO (search engine optimisation) = process used to optimize a website's technical configuration, content relevance and link popularity so its pages can become easily findable, more relevant and popular towards user search queries, and as a consequence, search engines rank them better What should story-telling in a long-form encompass to be effective? ✓ create a lasting connection ✓ cover a variety of ideas or concepts behind a specific topic ✓ demonstrate brand expertise → don't come across in an overly salesy manner salesly = style of communication that feels like a high-pressure sales pitch. It is often perceived as insincere, overly aggressive, or transactional Why is long-form content relevant to B2B marketing? ✓ builds trust and authority ✓ educates readers ✓ provides a single, credible, comprehensive and trustworthy source → less likely to seek information from the competition Are you confident your target audience are aware of the advantages of your product? Have they got access to relevant information? Do you need to educate your buyers? Why has long-form content got greater SEO value? ✓ gives opportunities for more backlinks → higher SERPS → more high-value traffic e.g. Backlinko’s 2020 SEO research articles over 3,000 words get an average of 77.2% more backlinks than shorter ones ✓ use variations of focus phrase in different, natural contexts → optimize content for both short and long-term keyword variants ✓ increases potential for repurposing content ✓ increases reach ✓ attracts both newbies and people with some knowledge of a subject → include an index at the beginning so readers can jump straight to the parts that interest them the most backlink = reference comparable to a citation. The quantity, quality, and relevance of backlinks for a web page are among the factors that search engines like Google evaluate in order to estimate how important the page is. PageRank calculates the score for each web page based on how all the web pages are connected among themselves, and is one of the variables that Google Search uses to determine how high a web page should go in search results. This weighting of backlinks is analogous to citation analysis of books, scholarly papers, and academic journals SERP (search engine results page) = webpage displayed by a search engine in response to a query by a user. The main component of a SERP is the listing of results that are returned by the search engine in response to a keyword query What stages of the sales funnel does long-term content address? ✓ awareness stage → show you understand their problem → help how to solve it e.g. how-to guides, blogs, eBooks ✓ consideration stage → demonstrate ability to solve the challenge ✓ decision-making → showing how to use & optimize solution in practice e.g. tutorial with multiple choice questions → boost trust e.g. include testimonials & use cases from happy customers funnel = device that is wide at the top and narrow at the bottom, used for pouring liquids or powders into a small opening; in marketing: e.g. discovery, interest, appraisal, confirmation What are the best practices when writing long-form contents? ✓ choose a relevant topic → must resonate with target audience → must match on-line format restrictions → conduct keyword research = see what your ideal customer is searching for → consult BuzzSumo → check how to get Google Snippets ✓ monitor competition → ensure topic is original → provide a unique perspective → cultivate brand voice ✓ paragraph thoughts → structure a plan e.g. frame sections around questions ✓ include research from reliable, verified sources e.g. stats, studies, quotes from industry figures, references to other (non-competitor) articles ✓ find a catchy title ✓ end on a high note e.g. CTA snippet = small piece of information or news CTA (Call to action) = marketing term for any text designed to prompt an immediate response or encourage an immediate sale 30 the bee's knees = (informal) an excellent person or thing worth its salt = someone or something deserves respect and is worth its cost or has value SEO (search engine optimisation) = process used to optimize a website's technical configuration, content relevance and link popularity so its pages can become easily findable, more relevant and popular towards user search queries, and as a consequence, search engines rank them better salesly = style of communication that feels like a high-pressure sales pitch. It is often perceived as insincere, overly aggressive, or transactional backlink = reference comparable to a citation. The quantity, quality, and relevance of backlinks for a web page are among the factors that search engines like Google evaluate in order to estimate how important the page is. PageRank calculates the score for each web page based on how all the web pages are connected among themselves, and is one of the variables that Google Search uses to determine how high a web page should go in search results. This weighting of backlinks is analogous to citation analysis of books, scholarly papers, and academic journals SERP (search engine results page) = webpage displayed by a search engine in response to a query by a user. The main component of a SERP is the listing of results that are returned by the search engine in response to a keyword query funnel = device that is wide at the top and narrow at the bottom, used for pouring liquids or powders into a small opening; in marketing: e.g. discovery, interest, appraisal, confirmation snippet = small piece of information or news CTA (Call to action) = marketing term for any text designed to prompt an immediate response or encourage an immediate sale 29 passing by going through several stages Don't be very insistive too insisting An authority who is trustable trustworhty We use live bacterias bacteria ]]> paper /ˈpeɪpə/ pepper /ˈpepə/ 20260828 10:15-11:15 MSK | 11:15-12:15 SAMT 1.5 2500 active Generative AI in a Nutshell - how to survive and thrive in the age of AI By the end of this session you will have studied Generative AI in a Nutshell - how to survive and thrive in the age of AI - Henrik Kniberg Basically a full day AI course crammed into 18 mins of drawing & talking. Target audience: Everyone. Covers questions like What is generative AI, how does it work, how do I use it, what are some of the risks & limitations. Also covers things like autonomous agents, the role of us humans, prompt engineering tips, AI-powered product development, origin of ChatGPT, different types of models, and some tips about mindset around this whole thing. → watch the video → answer the questions https://www.youtube.com/watch?v=2IK3DFHRFfw zoom_meeting.png Zoom meeting details Profi.ru - D.Potter Zoom Meeting (recurring) Meeting ID: 765 1187 4648 Password: pFGjq3 https://us04web.zoom.us/j/76511874648?pwd=pqq81L5Zbdw6lT8hToYVMKUIJsisYn.1 ]]> 28 1 Generative AI in a Nutshell - how to survive and thrive in the age of AI active wip edit_ol_qa prep_ol_qa pix/icons8-movie-100_white.png How can you actually work with AI on a daily basis? Generative AI in a Nutshell - how to survive and thrive in the age of AI - Henrik Kniberg Basically a full day AI course crammed into 18 mins of drawing & talking. Target audience: Everyone. Covers questions like What is generative AI, how does it work, how do I use it, what are some of the risks & limitations. Also covers things like autonomous agents, the role of us humans, prompt engineering tips, AI-powered product development, origin of ChatGPT, different types of models, and some tips about mindset around this whole thing. 20 Jan 2024 https://www.youtube.com/watch?v=2IK3DFHRFfw
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→ watch the video → answer the questions ]]> generative_ai_in_a_nutshell_how_to_survive_and_thrive_in_the_age_of_ai_2IK3DFHRFfw.mp4 ever since computers were invented they've really just been glorified calculators machines that execute the exact instructions given to them by the programmers but something incredible is happening now computers have started gaining the ability to learn and think and communicate just like we do they can do creative intellectual work that previously only humans could do we call this technology generative Ai and you may have encountered it already through products like GPT basically intelligence is now available as a service kind of like a giant brain floating in the sky that anyone can talk to it's not perfect but it is surprisingly capable and it is improving at an exponential rate this is a big deal it's going to affect just about every person and Company on the planet positively or negatively this video is here to help you understand what generative AI is all about in Practical terms beyond the hype the better you understand this technology as a person team or company the better equipped you will be to survive and thrive in the age of AI so here's a Einstein in your basement silly but useful mental model for this you have Einstein in your basement in fact everyone does and by Einstein I really mean the combination of every smart person who ever lived you can talk to Einstein whenever you want he has instant access to the sum of all human knowledge and will answer anything you want within seconds never running out of patience he can also take on any role you want a comedian poet doctor coach and will be an expert within that field he has some human-like limitations though he can make mistakes he can jump to conclusions he can misunderstand you but the biggest limitation is actually your imagination and your ability to communicate effectively with them this skill is known as prompt engineering and in the age of AI this is as essential as reading and writing most people vastly underestimate what this Einstein in your basement can do it's like going to the real Einstein and asking him to proof read a high school report or hiring a worldclass five-star chef and having him chop onion the more you interact with Einstein the more you will discover surprising and Powerful ways for him to help you or your company okay enough What is AI fluffy metaphors let's clarify some terms AI as you probably know stands for artificial intelligence AI is not new FS like machine learning and computer vision have been around for decades whenever you see a YouTube recommendation or a web search result or whenever you get a credit card transaction approved that's traditional AI in action generative AI is AI that generates new original content rather than just finding or classifying existing content that's the G in GPT for example large language models or llms are a type of generative AI that can communicate using normal human language chat GPT is a product by the company open AI it started as an llm essentially an advanced chatbot using a new architecture called the Transformer architecture which by the way is the T in GPT it is so fluent at human language that anyone can use it you don't need to be an AI expert or programmer and that's kind of what triggered the whole Revolution so how does it actually work How does it work well a large language model is an artificial neural network basically a bunch of numbers or or parameters connected to each other similar to how our brain is a bunch of neurons or brain cells connected to each other neural networks only deal with numbers you send in numbers and depending on how the parameters are set all the numbers come out but any kind of content such as text or images can be represented as numbers so let's say I write dogs are when I send that to a large language model that gets converted to numbers processed by the neural network and then the resulting numbers are converted back into text in this case the word animals dogs are animals so yeah this is basically a guest to next word machine the interesting part is if we take that output and combine it with the input and send it through the model again then it will continue adding new words that's what's going on behind the scenes when you type something in chat GPT in this case for example it generated a whole story and I can continue this indefinitely by adding more prompts a large language model may have billions or even trillions of of parameters that's why they're called large so how are all these numbers set Training well not through manual programming that would be impossible but through training just like babies learning to speak a baby isn't told how to speak she doesn't get an instruction manual instead she listens to people speaking around her and when she's heard enough she starts seeing the pattern she speaks a few words at first to the Delight of her parents and then later on full sentences similarly during a training period the language model is fed a mindboggling amount of text to learn from Mostly from internet sources it then plays guess the next word with all of this over and over again and the parameters are automatically tweaked until it starts getting really good at predicting the next word this is called back propagation which is a fancy term for oh I guessed wrong I better change something however to become truly useful a model also needs to undergo human training this is called reinforcement learning with human feedback and it involves thousands of hours of humans painstakingly testing and evaluating output from the model and giving feedback kind of like training a a dog with a clicker to reinforce good behavior that's why a model like GPT won't tell you how to rob a bank it knows very well how to rob a bank but through human training it has learned that it shouldn't help people commit crimes when training is done the model is mostly Frozen other than some fine tuning that can happen later that's what the P stands for in GPT pre-trained although in the future we will probably have models that can learn continuously rather than just uh during training and fine-tuning now although chat GPT kind Models of got the ball rolling GPT isn't the only model out there in fact new models are sprouting like mushrooms they vary a lot in terms of speed capability and cost some can be downloaded and run locally others are only online some are free or open source others are commercial products some are super easy to use While others require complicated technical setup some are specialized for certain use cases others are more General and can be used for almost anything and some are baked into products in the form of co-pilots or or chat windows it's it's the Wild West just keep in mind that you generally get what you pay for so with a free model you may just be getting a smart high school student in your basement rather than Einstein the difference between for example GPT 3.5 and GPT 4 is massive Different Models note that there are different types of generative AI models that generate different types of content textto text models like gpc4 take text as input and generate text as output the text can be natural language but it can also be structured information like code Json HTML I use this a lot myself to generate code when programming uh it saves an incredible amount of time and I also learn a lot from the code it generates text to image models will generate images describe what you want and an image gets generated for you you can even pick a style image to image models can do things like transforming or combining images and we have image to text models which describe the contents of a given image and speech to text models create voice transcriptions which is useful for things like uh meeting notes text Audio models they generate music or sounds from a prompt for example here is some sound generated from The Prompt people talking in a busy okay guys enough stop now thank you and there are even text to video models that generate videos from a prompt sooner or later we'll have infinite movie series that autog generate the next episode tailored to your tastes as you're watching kind of scary if you think about it one Trend now is multimodal AI products meaning they combine different models into one product so you can work with text images audio Etc without switching tools the chat GPT mobile app is a good example of this just for fun I took a photo of this room and I asked where I could hide stuff I kind of like that it mentioned the stove but warned that that it could get hot there when I have things to figure out such as the contents of this video I like to take walks using chat GPT as as a sounding board I start by saying always respond with the word okay unless I ask you for something that way it'll just listen and not interrupt after I finish dumping my thoughts I ask for feedback we have some discussion and then I ask it to summarize and text afterwards I really recommend trying this it's it's a really useful way to use tools like this turns out Einstein isn't stuck in the basement after all you can take him out for a walk initially language models were just word predictors statistical machines with limited practical use but as they became larger and were trained on more data they started gaining emergent capabilities expected capabilities that surprised even the developers of the technology they could roleplay write poetry write high quality code discuss company strategy provide legal and medical advice coach teach basically creative and intellectual things that only humans could do previously it turns out that when a model has seen enough text and images it starts to see patterns and understand higher level Concepts just like a baby learning to understand the world let's take a simple example I'll give gpc4 this little drawing that involves a string a pair of scissors an egg a pot and a fire what will happen if I use the scissors the model has most likely not been trained on this exact scenario yet it gave a pretty good answer which demonstrates a basic understanding of the nature of scissors eggs gravity and heat when GPT 4 was released I started using it as a coding assistant and I was blown away when prompted effectively it was a better programmer than anyone I've worked with same with article writing product design Workshop planning and just about anything I used it for for the main bottleneck was my prompt engineering skills so I decided to make a career shift and focus entirely on learning and teaching how to make this technology useful hence this video now let's take a step back and look at the implications for 300,000 years or so we homosapiens have been the most intelligent species on Earth depending of course on how you define intelligence but the thing is our intellectual capabilities aren't really improving that much our brains are about the same size same weight as they've been for thousands of years computers on the other hand have been around for only 80 years or so and now with generative AI they are suddenly capable of speaking human languages fluently and carrying out an increasing number of intellectual creative tasks that previously only humans could do so we are right here at the Crossing Point where AI is better at some things and humans are better at some things but ai's capabilities are improving at an exponential rate while ours aren't we don't know how long that exponential Improvement will continue or if it will level off at some point but we're definitely entering a new world order now this isn't the first Revolution we've experienced we tamed fire we learned how to do agriculture we invented the printing press steam power Telegraph these were all revolutionary changes but they took decades or centuries to become widespread in the AI Revolution new technology spreads worldwide almost instantly dealing with this rate of change is a huge challenge for both individuals and The AI Mindset companies I've noticed that people and companies tend to fall into different kind of mindset categories when it comes to AI on one side we have denial the belief that AI cannot do my job or we don't have time to look into this technology this is a dangerous place to be a common saying is AI might not take your job but people using AI will and this is true for both individuals and companies on the other side of the scale we have panic and despair the belief that AI is going to take my job no matter what AI is going to make my company go bankrupt neither of these mindsets are helpful so I propose a middle ground a balanced positive mindset AI is going to make me my team my company insanely productive personally with this mindset I feel like I've gained superpowers I can go from idea to result in so much shorter time I can focus more on what I want to achieve and less on the grunt workk of building things and I'm learning a lot faster too it's like having an awesome Mentor with me at all times this mindset not only feels good but it also equips you for the future makes you less likely to lose your job or your company and more likely to thrive in the age of AI despite all the Is human role needed uncertainty so one important question is is human role X needed in the age of AI for example are doctors needed developers lawyers CEOs uh whatever so this question becomes more and more relevant as the AI capabilities improve well some jobs will disappear for sure but for most roles I think we humans are still needed someone with domain knowledge still needs to decide what to ask the AI how to formulate The Prompt what context needs to be provided and how to evaluate the result AI models aren't perfect they can be absolutely brilliant sometimes but sometimes also terribly stupid they can sometimes hallucinate and provide bogus information in a very convincing way so when should you trust the AI response when should you double check or do the work yourself what about legal compliance data security what information can we send to an AI model and where is that data stored a human expert is needed to make these judgment calls and compensate for the weaknesses of the AI model so I recommend thinking of AI as your colleague a genius but also an oddball with some personal quirks that you need to learn to work with you need to recognize when your Genius colleague is drunk as a doctor my AI colleague can help diagnose rare diseases that I didn't even know existed as a lawyer my AI colleague could do legal research and review contracts allowing me to spend more time with my client or as a teacher my AI colleague could grade tests help generate course content provide individual support to students Etc and if you're not sure how it can help you just ask it I work as X how can you help me overall I find that the combination of human plus AI That's where the magic lies it's important to Models vs products distinguish between the models and the products that build on top of them as a user you don't normally interact with the model directly instead you interact with a product website or a mobile app which in turn talks to the model behind the scenes products provide a user interface and add capabilities and data that aren't part of the model itself for example the chat gbt product keeps track of your message history while the GPT 4 model itself doesn't have any message history history as a developer you can use these models to build your own AI powered products and features for example let's say you have an e-learning site you could add a chat bot to answer questions about the courses or as a recruitment company you might build AI powered tools to help evaluate candidates in both these cases your users interact with your product and then your product interacts with the model this is done via apis or application programming interfaces which allow your code to talk to the model so here's a simple example of using open AI API to talk to GP not a lot of code needed and here's another example of the automatic candidate evaluation thing I talked about it takes a job description and a bunch of CVS in a folder and evaluates each candidate automatically and incidentally the code itself is mostly AI written as a product developer you can use AI models kind of like an external brain to insert intelligence into your product very powerful in order Prompt engineering to use generative AI effectively you need to get good at prompt engineering or prompt design as I prefer to call it this skill is needed both as a user and as a product developer because in both cases you need to be able to craft effective prompts that produce useful results from an AI model here's an example let's say I want help planning a workshop this prompt is unlikely to give useful results because no matter how smart the AI is if it doesn't know the context of my workshop it can only give fague high level recommendations the second prompt is better now I provided some context this is normally done iteratively write a prompt look at the result add a follow-up prompt to provide more information or edit the original prompt and rinse and repeat until you get a good result in this third approach I ask it to interview me so instead of me providing a bunch of context up front I'm basically saying what do you need to know in order order to help me and then it will propose a workshop agenda after I often combine these two I provide a bit of context and then I tell it to ask me if it needs any more information these are just some examples of prompt engineering techniques so overall the better you get at prompt engineering the faster and better results you will get from AI there are plenty of courses books videos articles to help you learn this but the most important thing is is to practice and Learn by doing a nice side effect is that you will become better at communicating in general since prompt engineering is really all about Clarity and effective communication I think the next Frontier Autonomous agents for generative AI is autonomous agents with tools these are AI powerered software entities that run on their own rather than just sitting around waiting for you to prompt them all the time so you go down to Einstein in your basement and do what a good leader would do for a team you give him a high level Mission and the tools needed to accomplish it and then open the door and let him out to run his own show without micromanagement the tools could be things like access to the internet access to money ability to send and receive messages order pizza or whatever for this prompt engineering becomes even more important because your autonomous tool wielding agent can do a lot of good or a lot of harm depending on how well you craft that mission statement all right let's wrap it up here are the key things I hope you will remember from this video generative AI is a super useful tool that can help both you your team and your company in a big way the better you understand it the more likely it is to be an opportunity rather than a threat generative AI is more powerful than you think the biggest limitation is not the technology but your imagination like what can I do and your prompt engineering skills how do I do it prompt engineeringdesign is a crucial skill like all new skills just accept that you will kind of suck at it at first but you'll improve over time with deliberate practice so my best tip is experiment make this part of your day-to-day life and the Learning Happens automatically hope this video was helpful thanks for watching visual visual visual visual 〆be aware nobody may be held responsible → unlike paying a hefty sum for a consultant... 〆lack of experience in 'recruiting' the optimal large language model character = no CV or references available! ]]> What do GPT & LLMs acronyms stand for? [02:31] ✓ GPT = generative, pre-trained, transformer ✓ LLM = large language model (i.e. a neural network) [03:06] ✓ bot + transformer architecture → uses normal human language What 2 stages are necessary to build large language models? Could you one day take part in any of these stages as a domain expert working in collaboration with a data scientist? [04:08] ✓ training → listen (like a baby) = unsupervised, generative pre-training [04:32] → recognise patterns ✓ improvement → back-propagation [04:42] = identifies mistake & make changes → RLHF reinforcement learning with human feedback [04:47] = human training ✓ model is then frozen [05:16] = pre-trained How is ChatGPT designed not to commit crimes? Do you believe such measures are sufficient? [05:11] ✓ taught by humans = RLHF reinforcement learning with human feedback [04:47] How can you brainstorm & organise your thoughts with an AI model? Have you already tried to follow a similar back-and-forth approach? [07:50] ✓ dump thoughts by having a walk ✓ ask for AI feedback ✓ have a discussion ✓ ask to summarise ✓ export into text What is the main bottleneck in deploying AI? What could be the bottleneck at your workplace? Could vertical hierarchy discourage providing too much context in fear of confidentiality breach? [09:32] ✓ prompt engineering skills = providing enough & relevant context ✓ senior management may be reluctant to disclose information to improve large language models e.g. some companies have already shown concerns about sharing market surveys & product features → may be used by competition Why is the role of humans still relevant? What can you do in your job to make sure you are still relevant? [12:10] ✓ decide what to ask the AI ✓ decide how to formulate the prompt ✓ what context needs to be provided ✓ how to evaluate the result = beware of hallucinations → only domain knowledge experts can = compensate for weaknesses of AI models Which 2 ways to prompt AI are given? Have you ever used any of these approaches in prompting? [15:24] → task + context = iterate [15:33] prompt → response → follow-up prompt → response OR update prompt → response | update prompt → response → task + AI own questions = ask AI what more information it needs ✓ typical coaching questions What is the next frontier with AI? What so-called 'high-level missions' could you assign? [16:18] ✓ autonomous agents = no need to prompt continuously → assign a high level mission → give tools needed ≠ micromanagement → need to craft prompt engineering to implement high-level missions e.g. buying / selling shares when share prices reach given peaks & troughs What does the success of deploying AI depend on? What will your next step be? [17:13] ✓ imagination ✓ prompt engineering skills ≠ technology AI tools to brainstorm & draft presentations, negotiations and reports AI tools to finalise designing presentations 27 to thrive = to become, and continue to be, successful, strong, healthy, etc GPT = generative, pre-trained, transformer LLM = large language model back-propagation = identifying mistake and making changes; In machine learning, backpropagation is a gradient estimation method used to train neural network models RLHF = reinforcement learning with human feedback to parse = to examine computer data and change it into a form that can be easily read or understood; to examine or think about something carefully in order to understand it 26 appreciate consider | perceive you as an enemy ... hide yourself against behind a tree They are very smart of at hiding, like predators Not that much many people are involved in AI ]]> report /rə'pɔ:rt/ determine /dɪˈtə:mɪn/ necessary /ˈnesɪsərɪ/ 20260810 10:15-11:15 MSK | 11:15-12:15 SAMT 1.5 2500 active How to Keep AI Under Control - Max Tegmark (2/2) By the end of this session you will have studied How to Keep AI Under Control | Max Tegmark | TED The current explosion of exciting commercial and open-source AI is likely to be followed, within a few years, by creepily superintelligent AI – which top researchers and experts fear could disempower or wipe out humanity. Scientist Max Tegmark describes an optimistic vision for how we can keep AI under control and ensure it's working for us, not the other way around. → watch the video → answer the questions https://www.youtube.com/watch?v=xUNx_PxNHrY zoom_meeting.png Zoom meeting details Profi.ru - D.Potter Zoom Meeting (recurring) Meeting ID: 765 1187 4648 Password: pFGjq3 https://us04web.zoom.us/j/76511874648?pwd=pqq81L5Zbdw6lT8hToYVMKUIJsisYn.1 ]]> Bottoms Up - BE B2 The AI revolution 25 2 How to Keep AI Under Control - Max Tegmark 20241004 hw20241011 active wip edit_ol_qa prep_ol_qa pix/icons8-movie-100_white.png Are you not worried AI may become too intelligent? Could we become slaves of machines? How to Keep AI Under Control | Max Tegmark | TED The current explosion of exciting commercial and open-source AI is likely to be followed, within a few years, by creepily superintelligent AI – which top researchers and experts fear could disempower or wipe out humanity. Scientist Max Tegmark describes an optimistic vision for how we can keep AI under control and ensure it's working for us, not the other way around. https://www.youtube.com/watch?v=xUNx_PxNHrY → watch the video → answer the questions]]> how_to_keep_ai_under_control_max_tegmark_ted_xUNx_PxNHrY.mp4 Why was Max Tegmark wrong 5 years ago when he warned about the dangers of AI? [01:20] ✓ governments have let AI companies develop without any meaningful regulation ✓ progress has been human faster than expected ✓ human intelligence will be far behind artificial intelligence perhaps in only a few years When will AGI (Artificial General Intelligence) be available? Why isn't AGI a long-term risk? What examples are given to show progress? [01:54-02:58] ✓ forecasts are plummeting from 20 years to 2-3 years [02:05] ✓ dancing robots [02:28] ✓ mid-journey prompt [02:39] ✓ deep-fake [02:58] to plummet = to fall suddenly and quickly from a high level or position What did Alan Turing predict? [03:59] Why was Alan Turing, and Sam Altman, Dario Amodei (...) and even Ursula von der Leyen are concerned? [05:20] The bad case is... lights out for all of us Sam Altman, co-founder of OPenAI ✓ chance that something goes... catastrophically wrong on the scale of human civilisation... might be... between 10 and 25% Dario Amodei ✓ Mitigating the risk of extinction from AI should be a global priority alongside other societal-scale risks such as pandemics and nuclear wars Ursula von der Leyen ]]> species /ˈspi:ʃi:z/ What is the problem? Why is the approach mistaken? [06:42] ✓ lack of a convincing plan for AI safety [06:11] ✓ excessive focus on evals & risky AI behaviour = train AI not to say bad things instead of not doing bad things → prove the presence of risk but not the absence of risk [06:42] How do Steve Omohundro and Max Tegmark plan to make AI safe? [06:50-11:04] ✓ AI can't violate laws of physics [07:23] e.g. guard rails → humans write a specification [08:03] ✓ don't need to understand how AI algos function [08:52] = easier to verify a proof than discover it → focus on proof checking code = impossible to run unsafe code ✓ use another AI to check the first one e.g. additions at primary school [10:10] ✓ use formal verification tool known as Dafny → prove that this program correctly adds up any numbers, not just the numbers that were in your training data = provably safe AI [11:04] guard rails = rails placed on the edge of a path, a cliff or a boat to protect people and prevent them falling over the edge Why shouldn't AI development be paused? [11:32] visual → don't pause AI → pause the reckless race to super intelligence ✓ stop obsessively training ever-larger models that we don't understand ✓ Hubris kills = illusory superiority → most people think they are better than they really are in most aspects of life → don't fly to the sun ]]> hubris = fact of sb being too proud; Hubris /ˈhjuːbrɪs/ - from Ancient Greek 'pride, insolence, outrage', describes a personality quality of extreme or excessive pride or dangerous overconfidence and complacency, often in combination with (or synonymous with) arrogance 24 radio jamming = deliberate blocking of or interference with wireless communications. In some cases, jammers work by the transmission of radio signals that disrupt telecommunications by decreasing the signal-to-noise ratio. The concept can be used in wireless data networks to disrupt information flow. It is a common form of censorship in totalitarian countries, in order to prevent foreign radio stations in border areas from reaching the country interference = originally jamming and interference were used interchangeably but nowadays most radio users use the term "jamming" to describe the deliberate use of radio noise or signals in an attempt to disrupt communications (or prevent listening to broadcasts) whereas the term "interference" is used to describe unintentional forms of disruption (which are far more common). However, the distinction is still not universally applied 23 spread widen | enrich my vocabulary There was were no any threats It led to the a total decade decadence If you're hungry, you will eat it, no way question | doubt! ...a threat to plug it off unplug it from the wall If the system will go broke breaks down | goes down ]]> 20260803 10:15-11:15 MSK | 11:15-12:15 SAMT 1.5 2500 active Case study: Selo Zelonoe - Persuasive speech (4/4) By the end of this session you will have studied How to Keep AI Under Control | Max Tegmark | TED The current explosion of exciting commercial and open-source AI is likely to be followed, within a few years, by creepily superintelligent AI – which top researchers and experts fear could disempower or wipe out humanity. Scientist Max Tegmark describes an optimistic vision for how we can keep AI under control and ensure it's working for us, not the other way around. → watch the video → answer the questions https://www.youtube.com/watch?v=xUNx_PxNHrY zoom_meeting.png Zoom meeting details Profi.ru - D.Potter Zoom Meeting (recurring) Meeting ID: 765 1187 4648 Password: pFGjq3 https://us04web.zoom.us/j/76511874648?pwd=pqq81L5Zbdw6lT8hToYVMKUIJsisYn.1 ]]> Bottoms Up - BE C1 Case study 22 10 Motivating speech for retail network buyers - sample active wip edit_short_reading_floating prep_short_reading_floating pix/icons8-reading-100_white.png Russian brand Selo Zelenoe (Green village) starts a new line of dairy products with additional functions according best European practices Are the register, tone, vocabulary adequate to a sales pitch? ✓ business collocations e.g. SKU, shelf efficiency, operational upgrade, drop-ship ✓ rhetorical questions ✓|〆perhaps a little too simple & emphatic tone at times e.g. The herd is moving, and "fine" is the enemy of great Are arguments given plausible & appealing? ✓ supported by genuine examples of well-known brand names e.g. Muller, Fonterra, Nestle ✓ metrics e.g. 68 new products Which points are arguable? point 3 〆It's a partnership, not a drop-ship. ! it is never a drop ship any way... 〆You won't just be stocking a product; you'll be stocking a story. point 4 〆The consequence of waiting is giving your competitor the chance to be the "innovator" first, leaving you to follow. = obvious & anonymous, applies to any industry point 5 〆The biggest risk isn't taking a calculated one. The biggest risk is stagnation. = rather cliche To what extent have requirements in the prompt been fulfilled? ✓ typical marketing speech 〆many cliches & anonymous arguments → only feels supported by marketing data 〆some aspects of Cialdini's principles of persuasion are not approached properly e.g. authority → should be giving examples of other retailers purchasing the product How effective is this persuasive speech? 〆needs further refining Motivating speech for retail network buyers Motivating speech for retail network buyers A.Shutov | ChatGPT 20260803
What if I told you that playing it safe in the dairy aisle is actually the riskiest move you can make this year? Good morning, everyone. I'm here to talk about the elephant in the room—the tension between playing it safe with the familiar, and seizing a genuine opportunity. Because, let's be honest, you're all thinking it: "Why should I gamble my shelf space on a premium Russian product when the standard stuff flies off the shelves?" It’s a fair question. But I’m going to make a business case that this isn't a gamble; it's a strategic hedge. ]]> SKU = stock-keeping unit, pronounced "skew." It is a unique code made of letters and numbers that a business creates to identify and track its inventory items marketing spend = total amount of money a business sets aside and uses for promoting its products, services, and brand over a specific time. Includes costs for advertising, team wages, software tools, and content creation drop-ship = retail business model where a store sells products it does not keep in stock. Instead, when a customer makes a purchase, the seller buys the item from a third-party supplier who ships it directly to the buyer dark store = small warehouse or retail space used exclusively to fulfil online orders, meaning it is completely closed to the general public procurement = strategic, end-to-end process of acquiring goods and services, while purchasing is the tactical, transactional subset focused strictly on buying items and paying for them to barter = to exchange goods for other things rather than for money
21 11 Persuasive speech 20241113 hw20241120 pix/icons8-lecturer-100_white.png active prep_2columns_2qa (you may add presentation notes or type in your examples here) ]]> 3. authority Our top manager has actually attended this course last week and she said she'd been able to put into practice her new knowledge very quickly.]]> icons8-lecturer-100.png

Robert Cialdini's principles of influence

1. reciprocity 2. scarcity 3. authority 4. consistency 5. likeability 6. social proof / consensus (7. unity) ]]> reciprocity = situation in which two people, countries, etc. provide the same help or advantages to each other consistency = quality of always behaving in the same way or of having the same opinions, standard, etc likeability = property that makes a person likeable, that allows them to be liked scarcity of = smallness of quantity in proportion to the wants or demands; deficiency 20 SKU = stock-keeping unit, pronounced "skew." It is a unique code made of letters and numbers that a business creates to identify and track its inventory items marketing spend = total amount of money a business sets aside and uses for promoting its products, services, and brand over a specific time. Includes costs for advertising, team wages, software tools, and content creation drop-ship = retail business model where a store sells products it does not keep in stock. Instead, when a customer makes a purchase, the seller buys the item from a third-party supplier who ships it directly to the buyer dark store = small warehouse or retail space used exclusively to fulfil online orders, meaning it is completely closed to the general public procurement = strategic, end-to-end process of acquiring goods and services, while purchasing is the tactical, transactional subset focused strictly on buying items and paying for them to barter = to exchange goods for other things rather than for money 19 with the itsprices of it They're not so as widely spread as X5 ]]> 20260727 10:15-11:15 MSK | 11:15-12:15 SAMT 1.5 2500 active Will AGI make societies happier? By the end of this session you will have studied Zoom meeting details Profi.ru - D.Potter Zoom Meeting (recurring) Meeting ID: 765 1187 4648 Password: pFGjq3 https://us04web.zoom.us/j/76511874648?pwd=pqq81L5Zbdw6lT8hToYVMKUIJsisYn.1 ]]> Bottoms Up - BE B2 The AI revolution 18 1 Will AGI make societies happier? active edit_ol_qa pix/icons8-collaboration-100_white.png Should AI become part and parcel of human cognitive data processing habits or just remain crutches? ✓ support critical thinking rather than replace it → need to provide new educational syllabuses to combine both skills → answer the questions ]]> and ending with where each trio of question, answer and hint is between tags . Embed each question between tags . Embed each answer between tags . Embed each keyword between tags . ]]> In what ways could AGI contribute to a happier society overall? ✓ increase access to personalized mental health support for all age groups ✓ reduce workload and stress through intelligent task automation ✓ enhance public services through optimized resource allocation ✓ support lifelong learning and skill development with adaptive systems ✓ improve work-life balance by reshaping employment patterns ✓ enable stronger social safety nets using predictive modelling 〆reinforce inequality if benefits unequally distributed 〆reduce human agency without clear ethical frameworks personalized mental health support = tailoring psychological or emotional assistance to individual needs using data-driven insights or AI-based understanding public service optimization = improving the quality, efficiency, and accessibility of services provided by government or public institutions using intelligent systems What might be the risks of relying on AGI for emotional or social fulfilment? ✓ reduce authentic human interaction by replacing social roles ✓ distort emotional development due to artificial empathy cues ✓ reinforce confirmation bias via curated AI responses ✓ increase loneliness despite constant virtual presence ✓ desensitize individuals to natural human limitations 〆eliminate the need for interpersonal relationships entirely 〆create universal emotional templates that fit all individuals artificial empathy = the simulated ability of machines to recognize and respond to human emotions, often without true understanding or consciousness confirmation bias = tendency to favour information that confirms one’s pre-existing beliefs or assumptions, often reinforced by algorithmic filtering How could AGI reshape our concepts of work and leisure? ✓ automate repetitive or hazardous jobs across sectors ✓ create new professions centred on human-AI collaboration ✓ enable more flexible, project-based employment systems ✓ expand leisure opportunities through personalized content delivery ✓ redefine productivity through continuous AI-enhanced assistance ✓ support universal basic income by redistributing economic gains 〆eliminate human participation from all economic functions 〆preserve outdated work structures despite automation human-AI collaboration = cooperative interaction between people and intelligent systems to solve problems or accomplish tasks universal basic income = regular, unconditional payment provided to all citizens to cover basic living expenses, potentially supported by AI-driven productivity Could AGI reduce global inequalities, or make them worse? ✓ democratize access to education through multilingual tutoring systems ✓ enhance healthcare delivery in underserved regions ✓ forecast resource distribution needs using real-time data ✓ empower local economies via intelligent micro-financing platforms ✓ support inclusive policymaking by simulating outcomes 〆ensure equal access if governed by profit-driven entities 〆overcome digital divides in remote or impoverished areas digital divide = gap between individuals or communities with access to digital technology and those without inclusive policymaking = designing laws or decisions by considering the needs and voices of diverse or marginalized groups What ethical dilemmas may emerge if AGI begins managing human happiness? ✓ influence emotional states through data-based behavioural nudging ✓ redefine well-being through metrics not aligned with cultural values ✓ compromise autonomy through algorithmic decision-making ✓ manipulate desires to fit predefined happiness models ✓ prioritize collective happiness over individual rights 〆resolve moral uncertainty with universal AI ethics 〆balance emotional health with freedom without bias behavioural nudging = subtly steering people's choices or behaviours using psychological or environmental cues without restricting freedom algorithmic decision-making = using automated systems to make judgements or take actions that impact human lives, often raising accountability concerns In what ways could AGI help individuals live more meaningful lives? ✓ tailor life advice based on individual values and goals ✓ foster lifelong creativity through co-creation tools ✓ guide personal growth using pattern recognition in behaviour ✓ deepen understanding of others through cultural simulation ✓ suggest purpose-driven paths informed by real-time context 〆impose standardized visions of meaning on diverse populations 〆replace inner reflection with automated self-improvement tools co-creation tools = digital or AI-driven platforms that support shared innovation or artistic expression between humans and machines purpose-driven path = life direction centred around meaningful values or contributions rather than material success How might AGI impact mental health across different generations? ✓ detect early signs of distress through behavioural monitoring ✓ offer real-time therapeutic interventions tailored to age groups ✓ reduce stigma by normalizing mental health dialogue through bots ✓ support intergenerational communication via intelligent mediators ✓ encourage emotional resilience through adaptive coping strategies 〆replace human therapists in all scenarios 〆ignore cultural or age-specific sensitivities in diagnostics emotional resilience = the capacity to recover from stress or adversity by managing emotions effectively intelligent mediators = AI systems designed to facilitate conversations or resolve conflicts between people or groups Can AGI redefine our understanding of what happiness really is? ✓ analyse large-scale well-being data to reveal new insights ✓ question materialistic assumptions by modelling emotional impact ✓ simulate alternative lifestyles and their happiness outcomes ✓ test philosophical theories of happiness with real-world metrics ✓ offer pluralistic frameworks for emotional fulfilment 〆replace individual introspection with prescriptive happiness scores 〆reach a universally agreed-upon definition across societies pluralistic frameworks = multiple coexisting approaches that recognize diverse ways of achieving a goal, such as happiness emotional fulfilment = the experience of having one's emotional needs and aspirations satisfied 17 personalized mental health support = tailoring psychological or emotional assistance to individual needs using data-driven insights or AI-based understanding public service optimization = improving the quality, efficiency, and accessibility of services provided by government or public institutions using intelligent systems artificial empathy = the simulated ability of machines to recognize and respond to human emotions, often without true understanding or consciousness confirmation bias = tendency to favour information that confirms one’s pre-existing beliefs or assumptions, often reinforced by algorithmic filtering human-AI collaboration = cooperative interaction between people and intelligent systems to solve problems or accomplish tasks universal basic income = regular, unconditional payment provided to all citizens to cover basic living expenses, potentially supported by AI-driven productivity digital divide = gap between individuals or communities with access to digital technology and those without inclusive policymaking = designing laws or decisions by considering the needs and voices of diverse or marginalized groups behavioural nudging = subtly steering people's choices or behaviours using psychological or environmental cues without restricting freedom algorithmic decision-making = using automated systems to make judgements or take actions that impact human lives, often raising accountability concerns co-creation tools = digital or AI-driven platforms that support shared innovation or artistic expression between humans and machines purpose-driven path = life direction centred around meaningful values or contributions rather than material success emotional resilience = the capacity to recover from stress or adversity by managing emotions effectively intelligent mediators = AI systems designed to facilitate conversations or resolve conflicts between people or groups pluralistic frameworks = multiple coexisting approaches that recognize diverse ways of achieving a goal, such as happiness emotional fulfilment = the experience of having one's emotional needs and aspirations satisfied 16 if you have no AI you can't solve problems any more Even I've even heard that... Maybe AI gives you some advices pieces of advice ]]> Etruscan /ɪˈtrʌskən/ plough /plau/ crutches /'krətʃəz/ 20260706 10:15-11:15 MSK | 11:15-12:15 SAMT 1.5 2500 active Case study: Selo Zeleone functional dairy bet (3/4) By the end of this session you will have studied Zoom meeting details Profi.ru - D.Potter Zoom Meeting (recurring) Meeting ID: 765 1187 4648 Password: pFGjq3 https://us04web.zoom.us/j/76511874648?pwd=pqq81L5Zbdw6lT8hToYVMKUIJsisYn.1 ]]> Bottoms Up - BE C1 Case study 15 8 SWOT analysis Preparing & delivering a SWOT analysis pix/icons8-lecturer-100_white.png active prep_2columns_2qa edit_2columns_2qa Are you ready for breakthrough innovations at the risk of higher scientific, regulatory and communication challenges? Strengths
Scenario 1 - Probiotic kefir for gut health • deep cultural familiarity with fermented dairy • • Scenario 2 - High-protein yoghurt and cottage-cheese snacks • line extension to products already trusted by loyal customers • • Scenario 3 - Vitamin D fortified milk and fermented drinks • may be easily positioned as everyday nutritional support • • Scenario 4 - Low-sugar functional yoghurt for families • widespread message & supported by parents • • Scenario 5 - Premium postbiotic or HMO-inspired innovation • build a reputation as a pioneer in next-generation dairy products • •
Weaknesses
Scenario 1 - Probiotic kefir for gut health • difficulty in convincing customers of this product being somehow new & better • • Scenario 2 - High-protein yoghurt and cottage-cheese snacks • limited market share • • Scenario 3 - Vitamin D fortified milk and fermented drinks • not a potential brand flagship • • Scenario 4 - Low-sugar functional yoghurt for families • slower acceptance of the product • • Scenario 5 - Premium postbiotic or HMO-inspired innovation • higher scientific, regulatory and communication risk • least realistic without any contracted support from a gvt organisation •
Opportunities
Scenario 1 - Probiotic kefir for gut health → demand placement on a dedicated, eye-level shelf in a supermarket • • • Scenario 2 - High-protein yoghurt and cottage-cheese snacks • • • Scenario 3 - Vitamin D fortified milk and fermented drinks • longer shelf life makes trade via e-commerce more likely • • Scenario 4 - Low-sugar functional yoghurt for families • • • Scenario 5 - Premium postbiotic or HMO-inspired innovation • • •
Threats
Scenario 1 - Probiotic kefir for gut health • • • Scenario 2 - High-protein yoghurt and cottage-cheese snacks • expensive for household budget • • Scenario 3 - Vitamin D fortified milk and fermented drinks • regulatory approval • • Scenario 4 - Low-sugar functional yoghurt for families • • • Scenario 5 - Premium postbiotic or HMO-inspired innovation • strong competition from imported products • head doctors of hospital depts already spoilt (corrupted!) & 'encouraged' to support certain brands (commissions...) •
]]> Strengths
Scenario 1 - Probiotic kefir for gut health • • • Scenario 2 - High-protein yoghurt and cottage-cheese snacks • • • Scenario 3 - Vitamin D fortified milk and fermented drinks • • • Scenario 4 - Low-sugar functional yoghurt for families • • • Scenario 5 - Premium postbiotic or HMO-inspired innovation • • •
Weaknesses
Scenario 1 - Probiotic kefir for gut health • • • Scenario 2 - High-protein yoghurt and cottage-cheese snacks • • • Scenario 3 - Vitamin D fortified milk and fermented drinks • • • Scenario 4 - Low-sugar functional yoghurt for families • • • Scenario 5 - Premium postbiotic or HMO-inspired innovation • • •
Opportunities
Scenario 1 - Probiotic kefir for gut health • • • Scenario 2 - High-protein yoghurt and cottage-cheese snacks • • • Scenario 3 - Vitamin D fortified milk and fermented drinks • • • Scenario 4 - Low-sugar functional yoghurt for families • • • Scenario 5 - Premium postbiotic or HMO-inspired innovation • • •
Threats
Scenario 1 - Probiotic kefir for gut health • • • Scenario 2 - High-protein yoghurt and cottage-cheese snacks • • • Scenario 3 - Vitamin D fortified milk and fermented drinks • • • Scenario 4 - Low-sugar functional yoghurt for families • • • Scenario 5 - Premium postbiotic or HMO-inspired innovation • • •
Recommendations
• • • • •
]]> 14 9 Conclusions active edit_ol_qa pix/icons8-collaboration-100_white.png Innovation must earn its keep. Do you agree? What is the main lesson to be learnt? ✓ risk and innovation should be sequenced, not mixed indiscriminately ✓ Selo Zelenoe should not launch ten complicated products at once ✓ better start with three platforms: - probiotic kefir - high-protein snacks - vitamin-fortified milk → once 3 products are stable, test more sophisticated products How would you describe your final decision in business, operational & strategic terms? ✓ in business terms - a move from commodity thinking to portfolio thinking ✓ in operational terms - more testing, better suppliers and tighter process control ✓ in strategic terms - accepting higher costs today in order to defend margins tomorrow What can be learnt from European experience? ✓ functional dairy works not because it sounds fashionable, but because it converts scarce milk into products with clearer value, stronger loyalty and a more resilient profit pool. 13 gut = tube in the body through which food passes when it leaves the stomach capex = Capital Expenditure - money a business spends to acquire, upgrade, or maintain physical and long-term assets—like property, buildings, equipment, or technology. These are strategic investments expected to provide value for more than a single fiscal year, driving future growth and operational capacity flagship = the most important product, service, building, etc. that an organization owns or produces HMO = Health Maintenance Organization - in the context of a health insurance "product" or plan, it is a type of managed care that provides health services for a fixed, prepaid fee. It restricts members to a specific, local network of doctors and hospitals 12 breath breathe Every product has his its time to be launched It wasn't as big as it would be should have been for the profit of productions' profitability ]]> prominent /ˈprɔmɪnənt/ report /rɪˈpɔ:t/ adjacent /əˈdʒeɪsənt/ 20260629 10:15-11:15 MSK | 11:15-12:15 SAMT 1.5 2500 active Case study: Selo Zeleone functional dairy bet (2/4) By the end of this session you will have studied Zoom meeting details Profi.ru - D.Potter Zoom Meeting (recurring) Meeting ID: 765 1187 4648 Password: pFGjq3 https://us04web.zoom.us/j/76511874648?pwd=pqq81L5Zbdw6lT8hToYVMKUIJsisYn.1 ]]> Bottoms Up - BE C1 Case study 11 3 Scenario 1 - Probiotic kefir for gut health active edit_short_reading_floating prep_short_reading_floating pix/icons8-reading-100_white.png How should Selo Zeleone move from everyday dairy to targeted wellness products? What are the advantages of this approach? ✓ deep cultural familiarity with fermented dairy → credibility What are the drawbacks of this approach? 〆difficulty in convincing customers of this product being somehow new & better 〆clinically documented cultures & microbiological tests 〆production costs 〆demanding cold chain control 〆thinner, short term margins Moving from everyday dairy to targeted wellness products - scenario 1 Moving from everyday dairy to targeted wellness products - scenario 1 A.Shutov 20260623
gut = tube in the body through which food passes when it leaves the stomach
10 4 Scenario 2 - High-protein yoghurt and cottage-cheese snacks active edit_short_reading_floating prep_short_reading_floating pix/icons8-reading-100_white.png How should Selo Zeleone move from everyday dairy to targeted wellness products? What are the advantages of this approach? ✓ no legal risks in promoting a 'healthy' product → straightforward functional claim ✓ trendy ✓ line extension to products already trusted by loyal customers What are the drawbacks of this approach? 〆uncertainty whether customers would be willing to pay a higher price tag for such high-protein dairy → limited market share 〆costly filtration technology and high-quality milk protein → substantial capex capex = Capital Expenditure - money a business spends to acquire, upgrade, or maintain physical and long-term assets—like property, buildings, equipment, or technology. These are strategic investments expected to provide value for more than a single fiscal year, driving future growth and operational capacity Moving from everyday dairy to targeted wellness products - scenario 2 Moving from everyday dairy to targeted wellness products - scenario 2 A.Shutov 20260623
capex = Capital Expenditure - money a business spends to acquire, upgrade, or maintain physical and long-term assets—like property, buildings, equipment, or technology. These are strategic investments expected to provide value for more than a single fiscal year, driving future growth and operational capacity
9 5 Scenario 3 - Vitamin D fortified milk and fermented drinks active edit_short_reading_floating prep_short_reading_floating pix/icons8-reading-100_white.png How should Selo Zeleone move from everyday dairy to targeted wellness products? What are the advantages of this approach? ✓ success story in Finland ✓ may be easily positioned as everyday nutritional support ✓ not expensive What are the drawbacks of this approach? 〆not particularly exciting product with bells & whistles 〆not a potential brand flagship 〆strong competition flagship = the most important product, service, building, etc. that an organization owns or produces Moving from everyday dairy to targeted wellness products - scenario 3 Moving from everyday dairy to targeted wellness products - scenario 3 A.Shutov 20260623
8 6 Scenario 4 - Low-sugar functional yoghurt for families active edit_short_reading_floating prep_short_reading_floating pix/icons8-reading-100_white.png How should Selo Zeleone move from everyday dairy to targeted wellness products? What are the advantages of this approach? ✓ reduced sugar consumption is a widespread message & supported by parents What are the drawbacks of this approach? 〆possible cultural & dietary expectations 〆high R&D costs to produce natural flavour systems and fibre-based texture support 〆slower acceptance of the product Moving from everyday dairy to targeted wellness products - scenario 4 A.Shutov 20260623
7 7 Scenario 5 - Premium postbiotic or HMO-inspired innovation active edit_short_reading_floating prep_short_reading_floating pix/icons8-reading-100_white.png How should Selo Zeleone move from everyday dairy to targeted wellness products? What are the advantages of this approach? ✓ build a reputation as a pioneer in next-generation dairy products ✓ gain professional recognition from medical organisations → target niche markets What are the drawbacks of this approach? 〆strict use levels 〆most expensive 〆the hardest to explain in legal terms e.g. resistance to keywords such as treatment of IBS, immunity disorders or cognitive conditions → higher scientific, regulatory and communication risk 〆impossibility to become a pioneer on the dairy market due to lack of a legend Moving from everyday dairy to targeted wellness products - scenario 5 Moving from everyday dairy to targeted wellness products - scenario 5 A.Shutov 20260623
HMO = Health Maintenance Organization - in the context of a health insurance "product" or plan, it is a type of managed care that provides health services for a fixed, prepaid fee. It restricts members to a specific, local network of doctors and hospitals
6 tone-deaf = literal inability to recognize musical pitches, or more commonly, a figurative failure to understand the social context, mood, or feelings of an audience, often resulting in insensitive or out-of-touch behaviour CAGR = Compound Annual Growth Rate - is the smoothed annual rate of return required for an investment to grow from its beginning balance to its ending balance, assuming the profits are reinvested at the end of each year of the investment's lifespan watertight = (of an excuse, a plan, an argument, etc.) carefully prepared so that it contains no mistakes, faults or weaknesses gut = tube in the body through which food passes when it leaves the stomach capex = Capital Expenditure - money a business spends to acquire, upgrade, or maintain physical and long-term assets—like property, buildings, equipment, or technology. These are strategic investments expected to provide value for more than a single fiscal year, driving future growth and operational capacity flagship = the most important product, service, building, etc. that an organization owns or produces HMO = Health Maintenance Organization - in the context of a health insurance "product" or plan, it is a type of managed care that provides health services for a fixed, prepaid fee. It restricts members to a specific, local network of doctors and hospitals 5 a few little time during the weekend It's not that big a share of the market who can afford themselves to pay more ]]> 20260626 10:15-11:15 MSK | 11:15-12:15 SAMT 1.5 2500 active Case study: Selo Zeleone functional dairy bet (1/4) WRI | Writing a press release with AI (2/2) | Writing a pitch By the end of this session you will have studied Zoom meeting details Profi.ru - D.Potter Zoom Meeting (recurring) Meeting ID: 765 1187 4648 Password: pFGjq3 https://us04web.zoom.us/j/76511874648?pwd=pqq81L5Zbdw6lT8hToYVMKUIJsisYn.1 ]]> Bottoms Up - BE C1 Case study 4 1 Selo Zelenoe’s Functional Dairy Bet: European Logic, Russian Execution active edit_ol_qa pix/icons8-collaboration-100_white.png Can a Russian dairy brand really borrow Europe’s functional-food playbook without importing Europe’s cost base and regulatory headaches? Selo Zelenoe, the Russian dairy brand known in English as Green Village, is making a commercially sensible move by launching a new line of dairy products with additional functional benefits, inspired by leading European practices. The logic is clear: ordinary milk is a low-margin, scale-driven business, while functional yoghurts, protein desserts, fortified kefir and probiotic drinks can command higher prices, build loyalty and protect margins. However, the strategy is not a free lunch. It creates higher ingredient costs, stricter quality-control requirements, more complex communication risks and a longer payback period. As a Russian federal dairy brand associated with the Volga–Urals dairy cluster, it is supplied by farms in regions such as Udmurtia and neighbouring agricultural territories. Its traditional portfolio includes milk, kefir, sour cream, cottage cheese, yoghurts and other everyday dairy products. The new functional line builds on that origin: familiar Russian dairy formats, but upgraded through European-style practices such as probiotic cultures, higher protein content, vitamin D fortification and controlled sugar reduction. ]]> ✓ European market data show that value is shifting from basic nutrition to targeted health support ✓ Russian consumers are becoming more receptive to “daily wellness” products, especially where the benefit is understandable ✓ operational burden is manageable if the brand avoids over-engineering the range from day one What are the advantages of Selo Zelenoe being a Russian federal dairy brand associated with the Volga–Urals dairy cluster and supplied by farms in regions? ✓ Russian federal dairy brand associated with the Volga–Urals dairy cluster ✓ supplied by farms in regions such as Udmurtia and neighbouring agricultural territories ✓ traditional portfolio includes milk, kefir, sour cream, cottage cheese, yoghurts and other everyday dairy products ✓ new functional line builds on familiar Russian dairy formats, but upgraded through European-style practices such as probiotic cultures, higher protein content, vitamin D fortification and controlled sugar reduction 3 2 How Europe has changed the rules of the dairy game active wip edit_short_reading_floating prep_short_reading_floating pix/icons8-reading-100_white.png Why should you do more dairy products with less milk? ✓ because of smaller cow herds and tougher environmental rules Read the excerpt. → answer the questions]]> How has the European dairy market changed? ✓ Europe has moved from “milk as food” to “milk as a carrier of targeted benefits” → real growth does not come from plain drinking milk, but from higher-value categories What is the economic rationale for recent trends? ✓ smaller cow herds ✓ tougher environmental rules → turn raw milk into products with higher revenue per litre What is Selo Zelenoe's task? ✓ must translate the European model, not copy it blindly ✓ process not less than 1 million tons of milk per year Why are opportunities appealing? ✓ production forecast to reach USD 264.68 billion by 2031, a CAGR of 4.35% ✓ functional dairy can lift average selling prices ✓ may reduce dependence on commodity milk CAGR = Compound Annual Growth Rate - is the smoothed annual rate of return required for an investment to grow from its beginning balance to its ending balance, assuming the profits are reinvested at the end of each year of the investment's lifespan What obstacles could Selo Zeleone face when pursuing such path? 〆don't imitate competitors 〆resonating with clientele rather than being tone-deaf 〆probiotic cultures, vitamin premixes and high-quality protein concentrates cost more than standard inputs → functional ingredients reduce margin before they improve it 〆additional functions complicate production scheduling and cold-chain discipline 〆marketing may want bold health language while legal teams will prefer cautious wording 〆sales teams may question whether consumers outside large cities will pay a premium 〆strategy teams may disagree on timing e.g. launch fast to capture trend or wait until scientific positioning and supply chains are watertight How Europe has changed the rules of the dairy game How Europe has changed the rules of the dairy game A.Shutov 20260623
tone-deaf = literal inability to recognize musical pitches, or more commonly, a figurative failure to understand the social context, mood, or feelings of an audience, often resulting in insensitive or out-of-touch behaviour CAGR = Compound Annual Growth Rate - is the smoothed annual rate of return required for an investment to grow from its beginning balance to its ending balance, assuming the profits are reinvested at the end of each year of the investment's lifespan watertight = (of an excuse, a plan, an argument, etc.) carefully prepared so that it contains no mistakes, faults or weaknesses
2 tone-deaf = literal inability to recognize musical pitches, or more commonly, a figurative failure to understand the social context, mood, or feelings of an audience, often resulting in insensitive or out-of-touch behaviour CAGR = Compound Annual Growth Rate - is the smoothed annual rate of return required for an investment to grow from its beginning balance to its ending balance, assuming the profits are reinvested at the end of each year of the investment's lifespan watertight = (of an excuse, a plan, an argument, etc.) carefully prepared so that it contains no mistakes, faults or weaknesses 1 more to it what's more we have choices The collection of milk is uprising rising | increasing from year to year We should become the customers' loved mark beloved | preferred brand They will ask about if this is the proper time ]]>