Jack oughton   ‘virtuous writing checklist' v1.0
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A concise but powerful cheatsheet/checklist for improving the quality of your writing and doing better in the business of writing. Also handles dealing with the new media environment, self promotion, ...

A concise but powerful cheatsheet/checklist for improving the quality of your writing and doing better in the business of writing. Also handles dealing with the new media environment, self promotion, technological tools, 'deadline games', work processes and structuring work. And much more (including additional resources worth finding). Basically self improvement for writers, written by an experienced freelance writer. No fluff, good stuff ^_^

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Jack oughton ‘virtuous writing checklist' v1.0 Document Transcript

  • 1. !"#$%&%()#"$"*+(,-./01"$(2345(66(78/0(9%+-$&*(66 -:;<66=8/0&%+-$&*>#"$.#4"*?&(6(-:;<66>>>4?8/.@&&04/&A6=8/04&%+-$&*4>#"$.#(66 B53C<(,,(DEFG,FHI( (66()8**8(/-8$J(K>..$(L0&%0&%28M8((66 The ‘Virtuous Writing’ Checklist – Simple yet powerful ideas for improving writers of every kind… 78/0(9%+-$&*(6(P&%0&%28M8!"#$%&#$%$%((&#)*+,#-$+)$%$,&%.*$/0#&#$)1$1)#$#2#&$3#,14#-$%$4%-*#&5!"N#*.$(O.A"*+>8M(
  • 2. !"#$%&%()#"$"*+(,-./01"$(2345(66(78/0(9%+-$&*(66 -:;<66=8/0&%+-$&*>#"$.#4"*?&(6(-:;<66>>>4?8/.@&&04/&A6=8/04&%+-$&*4>#"$.#(66 B53C<(,,(DEFG,FHI( (66()8**8(/-8$J(K>..$(L0&%0&%28M8((66! "##$%&()*+%(,-.(,/"%%&.001,.,2+#230%($,.0/&,$+#,0%&#(,/4,D.*=8A"*(Q#8*01"*5(,0%($,/4,13 Virtues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koukouvaya.(O&P/1Q!"#$%&#$%$%((&#)*+,#-$+)$%$,&%.*$/0#&#$)1$1)#$#2#&$3#,14#-$%$4%-*#&5!"N#*.$(O.A"*+>8M(
  •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• 7$,(/;&8(,$"%$#6,<;$,%&,$#">(,/4,2"#.$%&,$+%&(),$-.(8*>.#(1".(!"#$%&#$%$%((&#)*+,#-$+)$%$,&%.*$/0#&#$)1$1)#$#2#&$3#,14#-$%$4%-*#&5!"N#*.$(O.A"*+>8M(
  • 4. !"#$%&%()#"$"*+(,-./01"$(2345(66(78/0(9%+-$&*(66 -:;<66=8/0&%+-$&*>#"$.#4"*?&(6(-:;<66>>>4?8/.@&&04/&A6=8/04&%+-$&*4>#"$.#(66 B53C<(,,(DEFG,FHI( (66()8**8(/-8$J(K>..$(L0&%0&%28M8((66 >"$-"*]?, • *+#,-"%$#","#2/&%(#(C.9/%8(,2+#>%2.0,8#:#&8#&2%#(6,2";$2+#(,.&8, $+#,&())*+,-),/4,$+#,/;$(%8#,-/"08,.(,.,>#.&(,$/,A"#.0%(#C#&.<0#@, $+#%",2"#.$%9%$1?, • *+#1,2.&,.&8,8/,+&("*"^.],$+#>(#09#(,4/",%&(:%".$%/&?, • V/(,$+#,2"#.$%9%$1,+.(,<##&,-.%$%&,$+#"#,.00,.0/&,! • TW.23@(,9%2#L,/&_..U)I[[R9[6XNI,NTIPN[<,S&8#"($.&8(,$+#,:.".8/EL,$+.$,$+#,<;(%&#((,2.&,<#,2/>:#$%$%9#,.&8,$+.$,1/;,+.9#,$/,G+$,$/,#($.<0%(+,1/;"(#04,.&8,($.3#,1/;",20.%>?,X;$,%-1,$+.$,<1,A>.3%&,:%#2#@,.&8,-/"3%&,-%$+,Y,+#0:%&,:#/:0#6,-#,2.&,%,(;22##8,/&,/;",/-&,$#">(?,=)-#&*$%$*#%4/1&E$,+,0F$0#&#C,HK9[EKNYYRGV<,O9#"1$+%&,%(,($/"1$#00%&,.&8,&."".$%9#?,F;>.&(,0/9#,($/"%#(?,*#00,//8,($/"%#(?!=$12#$*#%4/1&EC$=$12#$*0#$+<#%$1.$#2#&:1)#$&%:+)7$*17#*0#&$*1$0#($4#$/+)C5$,Z(78#&^(P"*`WNKI,ONW(Q[9T(NV9a(ENK(IHHN[KR!N<,V.&,#><".2#,.&8,#E:"#((,$+#,:.".8/E,/4,)1*,.00/-%&,+%(C+#",/:%&%/&,$/,#$,%&,$+#,-.1,/4,+%(C+#",-"%$%&6,1#$,<#%&,($"/&,#&/;+,$/,.((#"$,+%(C+#"(#04,/&,$+#,-"%$%&,/0#)$)#,#--%&:CRGKNYYN,KUIY(OUTRYRKE(IGW,GROWTH MINDSETL,Z/((#((#(,$+#(b;.#;.$%81($%^.*$b,C,b1.8#*.#b(A"*^b(>%&8(#$,[,#(:#2%.001,%&,G#08(,0%3#,P/;"&.0%(>,-+#"#,>;2+,"#(#."2+,%(,"#;%"#8?,R/"3(,$/,2+#23,#/,.$,$+#,8//"?)9[P(NKOR,()RKO(NGN[VE(DIYIG,N(c(,9GK[IHK<,F."8,-/"3%&6,<;$,&/$,*11,+."8,-/"3%&?,*+#,.<%0%$1,$/,3&/-,-+#&,#&#"1,.&8,2"#.$%9#,%&(:%".$%/&,."#,(:#&$,4/",&/-L,$/,52.00,%$,.,8.15,/&,2#"$.%&,-/"3?,J&/-(,-+#&,*11$4;,0$+-$*11$4;,0,.&8,-+#&,$/,;%$?,O><".2#(,<"#.3(,%&,$+#,-/"3%&,(2+#8;0#,.&8,;&8#"($.&8(,$+#,/M/1"/(*8$%#.(&?($-."#(;.#&*816-%A8*(.*.#+M,TbiorhythmsU?,V.&,.0(/,/M/1.C!"#$%&#$%$%((&#)*+,#-$+)$%$,&%.*$/0#&#$)1$1)#$#2#&$3#,14#-$%$4%-*#&5!"N#*.$(O.A"*+>8M(
  • 5. !"#$%&%()#"$"*+(,-./01"$(2345(66(78/0(9%+-$&*(66 -:;<66=8/0&%+-$&*>#"$.#4"*?&(6(-:;<66>>>4?8/.@&&04/&A6=8/04&%+-$&*4>#"$.#(66 B53C<(,,(DEFG,FHI( (66()8**8(/-8$J(K>..$(L0&%0&%28M8((66.0$#"&.$#,:"/P#2$(,%4,%8#.(,#$,($.0#?UHNH(./#01#"2%3!4<,*+#,.<%0%$1,$/,;(#,/&#5(,;&%;#,0%4#,#E:#"%#&2#(,.&8,:"#4#"#&2#(,.(,4;#0C%&(:%".$%/&,4/",-"%$%&>B0#&#$%&#$4%):$*&;*0-$1.$/0+,0$*0#$.;$4#%)+)7$,%))1*$3#$&#%+-#<$;)*+$(#&-1)%$#G(#&+#),#$0%-$3&1;70*$+*$014#C>,Z(7&-*(H$%8#$(T"11,,[NIKR!Na(QI,RYRKIK9[(9Q([NIWN[(NdXN[RNG,NH<,V.&,-"%$#,.&8,8#(2"%<#,%&,(;2+,.,-.1,$+.$,:.%&$(,:%2$;"#(,%&,$+#,"#.8#"(,>%&8,.&8,(/;&8(,%&,+%(,%&&#",#."?,*+#,-"%$#",.%,++*%*#-$%)$#G(#&+#),#$.1&$*0#$&#%<#&,*1$+)2#)*$.1&$*0#4-#2#-C$NTD[I,NH(ORH(QYI)H(IGW(TIdRTRHNH(ORH(HK[NGVKOH<(O><".2#(,+%(,/",+#",].-(,T.&8,:;$(,>/"#,+;>.&%$1,%&,$+#,-"%$%&U?,^/2;(#(,/&,+%(,/",+#",$";#,."#.(,/4,($"#&$+,.&8,$.0#&$,%&,-"%$%&?,_;0$%:0%#(CV.:%$.0%(#(,;:/&,+%(,($"#&$+(,-%$+,$+#,:"%&2%:0#,/4(Comparative Advantage4(TEKOR,(XIKRNG,N<,N::"#2%.$#(,$+.$,(/>#$%>#(,$+#,-/"8(,-/&5$,2/>#?,X;8#$(,(:.2#,4/",$+%(,/",2.&,5<";$#,4/"2#5,$+"/;+,%$?ONYXH(N!N[ED9WE(IGW(RH(I(G9(,IK,O](PRGWI(VUE<(B;::/"$(,/$+#",:#/:0#,;&2/&8%$%/&.001,.&8,-%$+/;$,.&1,#E:#2$.$%/&,/4,"#$;"&,T;&0#((,+#,#&P/1(,<#%&,8%(.::/%&$#8U?,N&8,"#.:(,J+.">.@(,<0#((%&(,"#."80#(()IRGK(V9K(G9(KRTN(Q9[(b)[RKN[bH(DY9,Pb<,74,<0/23#86,+.(,>#.&(,$/,#$,."/;&8,%$6,(;2+,.(,>/9%&,/&$/,.&/$+#",.((%&>#&$,/",9."%/;(,creative problem solving techniques(XIHHR9G(9G(WNTIGW(e9[(,Y9HN(K9(RKf<,Z.((%/&,.&8,2/>>;&%2.$%/&,/4,$+%(,:.((%/&L,F.(,:.((%/&,4/",.,"#.$,>.&1,$+%&(,T+),;<+)7$/&+*+)7U,.&8,2.&,#E:"#((,$+#(#,:.((%/&(,$+"/;+,$+#,-"%$%&6,:.((%&,/&,$+%(,:.((%/&,$/,$+#,"#.8#"?,V.&,.0(/,<#,;%$#,2/&9%&2%&,.$,.%E+)7,:.((%/&,T%&(/4.",.(,%$,%(,:/((%<0#,$/,8/,(/U,/",#&$+;(%.(>,-+#&C!"#$%&#$%$%((&#)*+,#-$+)$%$,&%.*$/0#&#$)1$1)#$#2#&$3#,14#-$%$4%-*#&5!"N#*.$(O.A"*+>8M(
  • 6. !"#$%&%()#"$"*+(,-./01"$(2345(66(78/0(9%+-$&*(66 -:;<66=8/0&%+-$&*>#"$.#4"*?&(6(-:;<66>>>4?8/.@&&04/&A6=8/04&%+-$&*4>#"$.#(66 B53C<(,,(DEFG,FHI( (66()8**8(/-8$J(K>..$(L0&%0&%28M8((66-+#"#,&#2#((."1),T.8,-"%$%&6,:#"+.:(`U>H%--+1)$&#3;+<-$*0#$/1&<$.1&$*0#$:1;*0C$=*$4%E#-$%$*0+)7-$%+2#$%)<$-+7)+I,%)*C>$Z([81;-()81^&(NA.#&*(NTXIKOE(6(,IG(NGKN[(KON([NIWN[]H(XN[HXN,KR!N<,V.&,"#.8,$+#,-/"3,%-$%$&#%<#&,.&8,#>:.$+%(#,-%$+,$+#,"#.8#"5(,:/(%$%/&6,#9#&,8(-.($8M(^.$8/-.^ ?#&A("$g!"#$%&#$%$%((&#)*+,#-$+)$%$,&%.*$/0#&#$)1$1)#$#2#&$3#,14#-$%$4%-*#&5!"N#*.$(O.A"*+>8M(
  •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
  • 8. !"#$%&%()#"$"*+(,-./01"$(2345(66(78/0(9%+-$&*(66 -:;<66=8/0&%+-$&*>#"$.#4"*?&(6(-:;<66>>>4?8/.@&&04/&A6=8/04&%+-$&*4>#"$.#(66 B53C<(,,(DEFG,FHI( (66()8**8(/-8$J(K>..$(L0&%0&%28M8((66.&8,:.".".:+(?,N,0/9#,/4,$+#,.2$;.0,,&%.*,/4,-"%$%&6,"#."80#((,/4,$+#,(;<P#2$,>.=#"?XIHHR9G(Q9[(HK9[EKNYYRGV<,N,:.((%/&,4/",2/>>;&%2.$%&,.,>#((.#,.&8,2"#.$%&,(/>#$+%&,$+.$,"#.8#"(,."#,/&A;.11.^,$/,"#.8.UGWN[HKIGWH(IGW(NTD[I,NH(I(V9IY(c(XU[X9HN<,*+#,.<%0%$1,$/,/&+*#$1)$(;&(1-#6,-%$+,.,/.0,%&,>%&8?,7&,2/>>#"2%.0,2/:1-"%$%&,$+%(,>.1,>#.&,.,/811($&(8/$"&*6,-%$+,G2$%/&,-"%$%&,%$,>.1,>#.&,$#00%&,$+#,($/"1,/4,.,2+.".2$#",-#00,4/">#8,%&,/&#5(,+#.8?,J&/-(,>-M,+#,8/#(,-+.$,+#,8/#(6,.&8,8".-(,($"#&$+,4"/>,$+#,8%"#2$%/&?,,DUK(,IG(IYH9()[RKN(9XNGYE(IGW(NdXY9[IKR!NYE<,X#2.;(#,(/>#$%>#(,%$@(,>/"#,.,:"/2#((,/4,#E:0/".$%/&?,TOE.>:0#L,?#..(>#"$"*+`U,X#2.;(#,.(,K&10".*,(.%8,!M1*$%$/01$/%)<#&$%&#$1-*A5)[RKNH()RKO(GI[[IKR!N(HK[U,KU[N<,^0;%8,.&8,];#&$,(#&$#&2#(,$+.$,1.8^,$+#,"#.8#",/&,$+"/;+,$+#,:%#2#,%&,.,&.$;".001,>/$%/&.0,.&8,2/>:#00%&,-.1?!N1$*0#$/&+*#&$/01$3&##<-$41&#$/1&<-$*0%)$0#$)##<-8$+-$4%E+)7$%$,01&#$.1&$*0#$&#%<#&$/01$&#%<-C5$Z(W#4(H.%YNQK(c([RVOK(D[IRG(KORGPN[<,N,".(:,/4,both sides of thebrain6,$+#,A$#2+&%2.0(@,(;2+,.(,2/>:/(%$%/&6,".>>."6,(1&$.E,[,<;$,&/$,.$,$+#,#E:#&(#,/4,$+#,/#.8$"2.,.(:#2$(,/4,#E:"#((%/&,%&,-"%$%&?,*+/(#,$+.$,2.&&/$,<#,$.;+$6,<;$,/&01,"#.001$#%&)*KO6-7*8,$+"/;+,#E:#"%#&2#?UGRhUN()[RKKNG(!9R,N(9:.(RH(IWIXKIDYN<,B/>#/&#,-%$+,$+#%",8%($%&2$,/-&,59/%2#5,.&8,$+#,.<%0%$1,$/,>/8%41,%$,$/,(;%$,$+#,(%$;.$%/&,/",;%@1"/8$"&*($M1.F+%"^..RH(I(TNIGRGVQUYGNHH(QRYKN[<,V.&,2/&8#&(#,>%0#(,/4,9#"<%.#,8/-&,%&$/,>#.&%&4;06,(;:#",,1),+-#,8;-&#"A.,V;$(,$+"/;+,$+#,%&4/">.$%/&,$/,$+#,2/"#,/4,$+#,%((;#6,.&8,/D#"(,;:,$+%(,2/"#,$/,$+#,"#.8#"!"#$%&#$%$%((&#)*+,#-$+)$%$,&%.*$/0#&#$)1$1)#$#2#&$3#,14#-$%$4%-*#&5!"N#*.$(O.A"*+>8M(
  • 9. !"#$%&%()#"$"*+(,-./01"$(2345(66(78/0(9%+-$&*(66 -:;<66=8/0&%+-$&*>#"$.#4"*?&(6(-:;<66>>>4?8/.@&&04/&A6=8/04&%+-$&*4>#"$.#(66 B53C<(,,(DEFG,FHI( (66()8**8(/-8$J(K>..$(L0&%0&%28M8((66,9TTUGR,IKNH(IGW(NdXN[RNG,NH(IOI6NU[NPI(T9TNGKH<](NXRXOIGRNH6RGHRVOKH()RKO(VUHK9iii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j%;.#M!"#$%&#$%$%((&#)*+,#-$+)$%$,&%.*$/0#&#$)1$1)#$#2#&$3#,14#-$%$4%-*#&5!"N#*.$(O.A"*+>8M(
  • 10. !"#$%&%()#"$"*+(,-./01"$(2345(66(78/0(9%+-$&*(66 -:;<66=8/0&%+-$&*>#"$.#4"*?&(6(-:;<66>>>4?8/.@&&04/&A6=8/04&%+-$&*4>#"$.#(66 B53C<(,,(DEFG,FHI( (66()8**8(/-8$J(K>..$(L0&%0&%28M8((66THE BUSINESSJ-(#,*-$1.$01/$*0#$/&+*#&$;)<#&-*%)<-K<1#-$*0#$3;-+)#--CHK[9GV()9[P(NKOR,<,*+#,.<%0%$1,$/,;&8#",:"/>%(#,.&8,/9#",8#0%9#",T&/$,%&,-/"82/;&$6,<;$,%&,Q;%+*:U)ND(HI!!E<,S&8#"($.&8(,$+#,(.9.#,.&8,".:%8,&.$;"#,/4,$+#,&#-,attention economy,.&8,-+#"#,+%(,"/0#,G$(,%&$/,%$.,Z#/:0#,8/&@$,-.&$,$/,+.9#,$/,0//3,$//,+."8,4/",$+#%",%&4/">.$%/&,GE,.&1>/"#?IWWH(!IYUN(RG(TIGE(9KON[()IEH<,*+%&3(,/4,:;<0%2.$%/&,.&8,+/-,$/,.88,9.0;#,%&,-.1(,NB7aOB,4"/>,P;($,-"%$%&,.&,."$%20#.,.;)0<=>0?(7+,-, • Z"/9%8%&,"%+$(,20#."#8,%>.#(,T%00;($".$%/&(C:+/$/".:+(,#$2?U, • bD#"%&,;(#4;0,%&$"/8;2$%/&(,T(;2+,.(,$/,/$+#",-"%$#"(U • bD#"%&,+#0:,%&,:"/>/$%&,$+#,-"%$%& • bD#"%&,.89%2#,/",(;::/"$,/&,/$+#",."#.(,$+#,-"%$#",>.1,+.9#, #E:#"$%(#,%&?RH(G9K(I(kGN9FYUWWRKNl<(a/#(,&/$,/::/(#,:"/"#((,/",$#2+&/0/1,-+%2+,2.&,#&+.&2#,+%(,-"%$%&,/",#E:/(;"#6,P;($,4/",$+#,(.3#,!"#$%&#$%$%((&#)*+,#-$+)$%$,&%.*$/0#&#$)1$1)#$#2#&$3#,14#-$%$4%-*#&5!"N#*.$(O.A"*+>8M(
  • 11. !"#$%&%()#"$"*+(,-./01"$(2345(66(78/0(9%+-$&*(66 -:;<66=8/0&%+-$&*>#"$.#4"*?&(6(-:;<66>>>4?8/.@&&04/&A6=8/04&%+-$&*4>#"$.#(66 B53C<(,,(DEFG,FHI( (66()8**8(/-8$J(K>..$(L0&%0&%28M8((66/4,%$?(KIHKNQUY(IGW(HOITNYNHH(HNYQ(X[9T9KR9G<(V.&,8/,$+%(,cccc$8$.?%11Mmmmm,<;$,#D#2$%9#01?,N::"#2%.$#(,$+.$,+#,:"/<.<01,+.(,$/,#$,$+#,<.00,"/00%&,<#4/"#,.&1/&#,#0(#,+#0:(,:;(+,%$Q,H9,RIY(TNWRI(TI[PNKNN[<(S&8#"($.&8(,$+.$,$+.$,(/2%.0,>#8%.,+-)P*,P;($,.,4.86,<;$,.,"#8#G&%$%/&,/4,+/-,<;(%&#((,%(,8/&#,.&8,+/-,-#,2/>>;&%2.$#?,S(#(,%$,4/",:#"(/&.0,.%&,d,&.>#01(*.$>&#0"*+6,.1?(;#&A&$"&*,.&8,#..8#/-?,N9/%8(,$+#,$%>#,(%&3,.&8,2".23,2/2.%&#,0%3#,#D#2$(,/4,*11$4;,0,^.2#<//3,$%>#0%&#6,e%&3#87&,4##8,.&8,*-%=#",($"#.>%&),IG(TI[PNK(I,[9HH(TUYKRXYN(TNWRUTH(IGW(TNWRI(,OIGGNYH<,%?#?,(+."%&,%>.#(,/&,Q1"/0#6,-/"8(,/&,K>":.#6,.;8%/,/&,H&%*^/1&%^,.&8,9%8#/(,/&,E&%$%@.?,N::"#2%.$#(,$+.$,,1)*#)*$+-$E+)7,.&8,$+.$,2%&+#*:$+-$*0#$-(+,#$1.$+.#.R?("$(-.1;a(-.#.](.j8A;1.(&?(-&>($-.(8%$-&#("(%"*+($-.A< • H&%*^/1&%^ • E&%$%@. • Q1"/0# • K>":.#OIH6IXXYRNH(H9TN(KEX9V[IXOE(IGW(!RHUIY(WNHRVG(V[9UGWRGV<(S01,0//3%&,8/2;>#&$(,."#,0#((,0%3#01,$/,<#,"#.86,#.+8#^1.(&?(-&>(>.11(>#":.*($-.M(8#..,Z#/:0#,R7ee,P;8#,.,<//3,<1,%$(,2/9#",T0%$#".001U)TIPNH(Q,PG(,9XRNHi<(X.23(,;:,+%(C+#",8.$.,-%$+,(%&%)1+<$#L,+#),:?,I*^(&_"$.($&&.,74,8%%$.06,:#"+.:(,-%$+,.,(#"9%2#,0%3#,,#8-;18*,T4/",0."#,.>/;&$(,/4,8.$.U,/",W#&;@&j.(74,:+1(%2.06,:#"+.:(,($/"#(,%>:/"$.&$,>.&;(2"%:$(,.&8,8/2;>#&$(,%&,.,(#:.".$#,./%#.,0/2.$%/&,T(;2+,.(,.,(.4#,8#:/(%$,</E`U!"#$%&#$%$%((&#)*+,#-$+)$%$,&%.*$/0#&#$)1$1)#$#2#&$3#,14#-$%$4%-*#&5!"N#*.$(O.A"*+>8M(
  •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a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n%"/01M.UHNH(WNYNVIKR9G6,9YYID9[IKR9G<(*+#,-/"8(,>.1,<#,+%(,$#""%$/"16,<;$,+#,3&/-(,$+.$,+#,8/#(&@$,+.9#,$+#,#&#"16,$%>#,/",$.0#&$,$/,8/,#9#"1$+%&,T.&8,$+#"#@(,-1$4;,0,$/,8/6,"%+$QU),B/,$+%(,>.1,$.3#,$+#,4/">,/4,<#%&,.^"$.^,<1,(/>#/&#,-+/,%(,.,>;2+,>/"#,>#$%2;0/;(,".>>."%.&,$+.&,+#,%(?,b",+.9%&,+%(,8#$>&#0,!"#$%&#$%$%((&#)*+,#-$+)$%$,&%.*$/0#&#$)1$1)#$#2#&$3#,14#-$%$4%-*#&5!"N#*.$(O.A"*+>8M(
  • 13. !"#$%&%()#"$"*+(,-./01"$(2345(66(78/0(9%+-$&*(66 -:;<66=8/0&%+-$&*>#"$.#4"*?&(6(-:;<66>>>4?8/.@&&04/&A6=8/04&%+-$&*4>#"$.#(66 B53C<(,,(DEFG,FHI( (66()8**8(/-8$J(K>..$(L0&%0&%28M8((66:"/9%8#8,<1,.,</&.,G8#,%00;($".$/"6,.&8,&/$,$+#,-##3#&8,(2"%<<0#",+#,>.1,<#Q,H%AA8#M< • N((#><0#,(:#2%.0%($(6,:0.1,$/,$+#%",($"#&$+(,.&8,#$,$+#,+#00,/;$,/4, $+#%",-.1Q •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c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