The Most Successful Business Leaders To Watch Out For

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W W W . T H E E N T E R P R I S E W O R L D . C O M | A M E R I C A S E D I T I O N | F E B R U A R Y 2 0 2 3 The Most SUCCESSFUL BUSINESS LEADERS To Watch Out For DIRECTOR OF SAFETY & COMPLIANCE Commercial Transport Incorporated DANA ACHARTZ An Inspirational Woman to Watch in the Trucking Industry

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From Editor’s Desk

A New Dimension of Success

Whatisthedefinitionofbusinesssuccess?Formany,itwouldberevenue growth,profitmargins,customersatisfaction,etc.Forsome,however,itis employeesatisfaction,developingnewleaders,creatingalastingculture,etc. Consideringthemodernfacetsofbusiness,businessesandleadersthatfocusonthelatter seemtobemoresuccessfulthantheformer

Businessleaders,inparticular,playavitalroleintakinganycompanyupwardsonthe growthcurve.Alongsidemanagingthecompanyoperationsandensuringallthethingsare inplace,theyaretheoneswhodecidethedirectionofthecompany’sgrowth.Whenwe comparethemwiththeleadersafewdecadesago,leadersofthe21stcenturyhaveto shoulderamyriadofadditionalresponsibilities.Theyhaveakeeneyeonwhat’sgoingon intheindustryandhowthecompanycankeepupwiththat.

Inourlatestmagazineissue,“TheMostSuccessfulBusinessLeadertowatchout,”we havefeaturedsuchadroitandversatileleaderswhoaresteeringtheirrespectivecompanies towardssuccess.Whenwewereresearchingforthismagazineissue,wecameacrossthese leaderswho,wenoticed,aremakingadifferencewiththeirastutevisionandleadership skills.Theystandasthetestimonyofsuccessforthenextgenerationofaspiringleaders whowanttostartsomethingontheirown.

Onthecoverofthemagazine,wehavefeaturedDanaAchartz(DirectorofSafety& ComplianceatCommercialTransport,Inc.).DanaAchartzstartedhercareerintrucking safetyalmosttwodecadesago.Anout-of-the-boxcareeroptionforwomen,shestarted auditingdriver’slogsandmonitoringhoursofservice.Shequicklydiscoveredherpassion forsafetyandthedesiretohelptruckdriversbesafeontheroadways.Elsewhereinthe magazine,youwillfindthesuccessstoryofIanHurdle(FounderofTurksandCaicosThe Agency),aleaderspearheadinghiscompanywiththeutmostzealandenthusiasm.

Have a compelling read! Utkarsh

This list is NOT a ranking. The companies on listed in magazine serve different aspects of the market, making ranking them in any order except revenue impossible and unfair. We try to bring a perfect platform for business organization to showcase their valued products/ services.

Copyrights © The Enterprise World | 2019. All Rights Reserved. The images and content included in this magazine should not be copied, transferred or reproduced in any form or by any means, electronics, mechanical, photocopying, recording, otherwise, without proper permission from The Enterprise World. The Enterprise World solely owns all the reprint rights. The Enterprise World Publisher Peter J. James H. Lilly W. Sankalp K. | Aparna S. Narendra S. Amanda V. Creative Content Editor Marketing Coordinator(USA) PR & Marketing Coordinator Business Development Executive Creative Designer Social Media Manager Digital Circulation Manager editor@theentetpriseworld.com For Editorial Concerns: sales@theenterpriseworld.com For Sales & Branding Enquiries: info@theenterpriseworld.com For Subscription: The Enterprise World, 1985, Henderson Rd, Columbus, Ohio, 43220 Follow Us On: Shalmali W.

Leaders in Spotlight

Onthecoverofthemagazine,wehavefeaturedDanaAchartz(DirectorofSafety& ComplianceatCommercialTransport,Inc.).DanaAchartzstartedhercareerintrucking safetyalmosttwodecadesago.Anout-of-the-boxcareeroptionforwomen,shestarted auditingdriver’slogsandmonitoringhoursofservice.Shequicklydiscoveredherpassion forsafetyandthedesiretohelptruckdriversbesafeontheroadways.

Herdeterminationforhercareerdidn’tlethersitidealatall.Shelovesworkinginthe truckingindustryandmadeherselfavailable24/7/365.Astimeproceeded,shequickly becomeeagertolearnmoreandbeabletodomoreforherteam.

DanaAchartzbelieves,thelittlestthingsareappreciated,andifshecanhelpmakesomeone’s lifeeasierandhelpeveryonebesaferontheroad,thatbringsherhappiness.Sheisalways willingtohelp.DanaAchartzwentontoobtainherCDS(CertifiedDirectorofSafety CertificatefromNATMI-NorthAmericanTransportationManagementInstitute.).Fromday oneofhercareerintrucking,shehasalwaysbeenverydriventolearnmoreandtodomore.

Elsewhereinthemagazine,youwillfindthesuccessstoryofIanHurdle(FounderofTurks andCaicosTheAgency),aleaderspearheadinghiscompanywiththeutmostzealand enthusiasm.Astherepresentativeofthecompany,Ianleadsbyexample.Heistheagency’s mostseasonedagent,andtheteamlookstohimforguidanceinallareasofdailyoperations. RelayingsuccessandthestepsIantooktogettheregiveshisagentsaverypublicroadmap tofollowintheageofsocialmedia.

OneofIan’sfundamentalidealsiscooperation.Hebelievesthateveryoneontheteamenjoy sharing,andtheyreciprocate.Hethinksthatwatchingtheentireteamsucceedtothesame degreeisasourceofgenuinegratification.Alovelythinghasalwaysbeenandalwayswillbe peopleworkingtogetherforacommonpurpose.“Weallenjoywatchingteamsportsforthis reason,”addsIan.

12. Dana Achartz

20. Megacity of latin america

30. IAN HURDLE

38. MICROSOFT

46. how addictive are video games?

C O N T E N T S

DANA ACHARTZ

Inspirational Woman to Watch in the Trucking Industry COVER STORY
of Safety & Compliance, Commercial Transport Incorporated, | FEBRUARY 2023 12
An
Director
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| FEBRUARY 2023 14

Passionandworkethiccandrive youtobecomealeaderinyour field.Goodleadersarehardto find.Inthisevolvingworld,moreand morewomenareclimbingtheirwayto thetopoftheladderandtakingon leadershiproles.Womenleadershave createdhistory.Breakingthestereotypes, discoveringnewcareerpaths,andsetting newbenchmarks,womenleadershave becomeunconventionalandinspiring. Womeninuppermanagementand leadershiprolesdeveloptheirstoriesand buildempiresthataresettingthepathfor thefuture.

Today,onesuchcourageousand compellingwomanleader,DanaAchartz istheDirectorofSafety&Compliance ofCommercialTransport,Inc.

Danastartedhercareerintruckingsafety almosttwodecadesago.Anout-of-theboxcareeroptionforwomen,shestarted auditingdriver’slogsandmonitoring hoursofservice.Shequicklydiscovered herpassionforsafetyandthedesireto helptruckdriversbesafeonthe roadways.

Herdeterminationforhercareerdidn'tlet hersitidealatall.Shelovesworkingin thetruckingindustryandmadeherself available24/7/365.Astimeproceeded, shequicklybecomeeagertolearnmore andbeabletodomoreforherteam.

Danabelieves,thelittlestthingsare appreciated,andifshecanhelpmake someone’slifeeasierandhelpeveryone besaferontheroad,thatbringsher happiness.Sheisalwayswillingtohelp.

ShewentontoobtainherCDS(Certified DirectorofSafetyCertificatefrom NATMI-NorthAmericanTransportation ManagementInstitute.).Fromdayoneof hercareerintrucking,shehasalways beenverydriventolearnmoreandtodo more.

Theloveshehasforherworkhas helpedhergrowhernetworkandlearn fromexpertsandleadersinherfield.By hardwork,dedicationandlonghours, shehasmasteredherskillsinproblemsolvingandpublicspeaking.

Danaspillsthebeansofrealitywithher honeststatement, "We all go through trials and tribulations, good or bad everything has a lesson to be learned. Every moment has a takeaway in it, you just have to figure out what the lesson is in the moment."

AboutCommercialTransport

CommercialTransport,Inc.islocatedin Belleville,IL.Theorganizationiswithin St.Louis,MOcommercialzoneandhas easyaccesstoInterstates55,64,&70.

Itscorporateofficeisalsohometoits centralmaintenancefacility,astate-ofthe-artfood-grade"KosherCertified" tankwash,anditscentraldispatch operation.InadditiontoitsBelleville corporateoffice,thecompanyoperates terminalsinCapeGirardeau,MO, Indianapolis,IN,Mt.Vernon,IN& Muscatine,IA.

Itcurrentlyoperatesapproximately125 tractorsand250trailers.Thelargestpart ofitstrailerfleetisfood-grade pneumatictrailersthatare"Kosher Certified"anddedicatedtohaulingfoodgradedrybulkproducts.Ithauls primarilyfood-gradeflourproducts.The balanceofitstrailersisdedicatedtothe haulingofalcoholandpetroleum products.Itsfood-gradefleetcovers48 statesandCanadawhileitsliquidfleetis moreregionalandspecialized.

HelpingYourPeopleDoTheRight Thing

Dana'sgoalhasalwaysbeentohelp people.Sheworkswithapeople-first approach.Herkeymantraliesinhelping

andgrowingtogether.Sheaimsto bearesourceforallofherteam members.Asaleader,Danahas newstandardsofleadershipand teamworkbyenablingcomplete transparencybetweenherteamand her

Shestates, "Whether it's advice, another prospective, a call for help, or something else, I always encourage them to call me regardless of what time it is or how silly they think the question might be."

Danasays“youneverknowuntil youask.”Curiosityandengagement willhelponegrowanddo wonderfulthings.Sheisafirm believerthateveryoneneedstostep outoftheircomfortzonesorthey’ll nevergrow

Sheismorethanwillingtohelpany dayanytime,nomatterwhat,she trulycaresforeveryoneandwants themtosucceed.Sheratherhave themcallherforaquickfiveminuteconversationwhichbrings themclarityopposedtohaving themnotknowwhattodoand violatearegulationoralaw becausetheysimplywerenotsure whattheproperstepforwardwould be.

Sherespectsthosesheworkswith astheyallteachorhavetaughther anotherlifelesson.Everyday,she learnsnewthingsandit’sso excitingtoseethingsfroma differentperspectiveandanother’s pointofview We’reallsodifferent andweseethingsdifferently

Shewantstodotherightthing.We allshoulddotherightthing.It’sthe rightthingtodo.Youshouldalways makethetimetodothingstheright wayandyouwillhavenoregrets.

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NotAllHero’sWearCapes,Some DriveaTruck

ThechallengeDanafacesinher day-to-dayoperationisshealways hasatonofthingstodo.Most weeks,shehastoreprioritizehertodo’stoseewhattakespriorityand whatcanwaituntilthenextday. Hermainfocusisandalwayswill bethedrivers.They’rethefront linesandshewilldoeverythingshe cantohelpthemwithwhateverthey needtobesafeontheroadwhile they’reawayfromtheirfamily

Everyoneintruckinghasajob becauseofthedrivers.They’rethe reasonweallhaveacareer.It’s importantthatwerespectand

appreciatethem.Likethesayinggoes, “Notallhero’swearcapes.Somedrive atruck.”

TheImportanceofTeamwork

Danareiteratesthatasaleader,it’s importanttoempoweryourteamand helpeveryonesucceedintheircareers.

Aleaderneedstodoeverythingintheir powertomakesureteammembers havethetoolstheyneedtobe successfulandguidethemwhenthey stumble.“Stumblemoments”aregreat becausetheyprovidegrowth.Itfeels greattoconquerachallenge.Ifaleader empowerstheirteam,theythrivetobe betterandwillbeenergizedtodo more.

Youhavetoemphasizetheimportance ofteamwork.Noonesucceedsalone. Everyoneneedshelpgettingthere.As ateam,weneedtoworktogether, shareasimilarvision,andpush everyonetomoveforwardandachieve greatnesstogether There’sno“I”in team.

Accomplishmentisabeautifulthing. Therearesomanydifferent personalitiesintheworkplace,and eachonecancontributeuniquenessto whateverproblemoneistryingto solveasateam.Nevertakeanyonefor granted.Eachroleplaysavitalpartin yourteam’ssuccess.Everyteam memberisavaluableresourceand contributiontothatorganization.By bestowingthemwithasenseof confidence,theleadercanassistthem inexcellingtotheirmaximum potential.

MyTeamismySecondFamily

Danatreatsherworkteamlikea secondfamily.Hercompassion towardsthemisthesameasthatfor herfamily.Shestatesthatwespendso muchofourlivesatwork,and happinessisessentialthere.It’sagreat opportunitytolearnfromeachother, growtogether,andhelpthecompany asawholesucceed.Ateamisnot merelyjustavalueadditiontoan organization,itisoneofthebiggest assetstotheorganization.AndDanais well-awareofthis,treatingherteam withutmostrespectandappreciation.

UpcomingAspirations

Danahasgotthreegoalsthatshewill startworkingtowardsthisyear.She hasgotacoupleofaspirationsfor whichsheisveryexcited.

1.Shehastakenonafewmorenew mentees.Shementorsafewyoung professionalswhoareeitherfairlynew

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totheircareersinthetruckingindustry orthosewhodesireguidancetobe betterintheircareers.Wetalkabout workexperiences,careerdevelopment, personalandprofessionalgrowth,and whatarethegoalstheyaimtoachieve. Shegivesthemadviceandinsighton stayingonthepathtosuccess.She enjoysthis.Itremindsherofcoaching basketballyearsagowiththe MinneapolisEaglesSpecialOlympics. Atthestartoftheseasonyouhelpthe athletesbuildtheirskills,thenbythe endoftheseason,youwatchthem succeedandapplywhatthey’ve workedsohardfor,newskills.It’sso amazingtowatchothersgrowanddo wonderfulthings.Watchingthembuild skillsandgrowtheircareerpathisso rewarding.Weneedtocelebrateevery littleachievement.Everythinghas somesortofsacrificewetooktoget there.Enjoythosemoments.

ALWAYS!

2.Sheisgoingtotakeonlineclasses andworktowardsgettingherARMAssociatesinRiskManagement degree.Thiswillhelpherviewherrole asaleaderinsafetyinadifferentlight. Shethinksit’llbringafreshnew perspectiveforher.Another opportunitytogrow,learnmoreandbe abetterresourceforothers.

3.Sheplansonwritingaleadership bookaboutSafety Afterall,safetyis hersuperpower.Shehassomuch knowledgeandexperience,andshe wouldlovetohelpothersbettertheir careersandlearnfromher disappointments.Inhersparetime,she readsleadershipbooksandshealways hasmanytakeawaysshecanapplyto hercareer

Encouraging,Supporting,and RepresentingWomen

Outsideofherday-to-dayjob,Danais thePresidentandafoundingmember

oftheWomen'sCoalitionoftheIllinois TruckingAssociation,whichwasformed tobringmorewomenintotheindustry Thecoalition’smainpurposeistoserve asaresourceforwomenandmotor carriersinIllinois.Asanindustryleader, sheisanidealexampleofaninspirational leadertowatchfor.

“When I was growing up, you didn’t see women around in the industry. Now, women are realizing we can drive the trucks, we can work on the trucks, and can run companies. There is so much opportunity for personal and professional growth in our industry. Trucking is an amazing career; it’s inspirational, I love it.”

Whenitcomestorecruitingmorewomen intotrucking,Danastatestoincludemore womeninadvertisingandhavewomen moreactiveonthemarketingsideofthe business.Theindustryneedstodoabetter jobatmakingtruckingmoreappealing towardswomen.

Attheendoftheday,safetyremainsthe goldenruleincommercialtrucking.Dana seestechnologyplayingavitalandlarge roleinpreventingfatalitiesonthe roadwaythanitdoestoday.Shealso emphasizedtheimportanceofdriver trainingandsafetyawareness.

“Training is different for every single individual, and the newer generations coming in will need a lot more one-on-one attention than maybe seasoned drivers will need,” shesaid.

DuringWomen'sHistoryMonth,Dana sharedaremarkablepieceofadviceon morewomenjoiningthetrucking industry

"We're out there, we want them to know that you can do this. You can drive the truck, you can be a mechanic, you can do all of this, SaidDanawiththecoalition.

Dana’spassionfortruckingcomes fromtheheart.Throughoutherlongstandingcareerinthetrucking industry,shehasseenthegoldendays andnowthemoderndays,and experiencingthistransformationhas beenapleasure.Shehasnotonly createdacareerthatshewaspassionate aboutbutalsoembarkedonajourney toleadandserveabiggerpurpose.

“I was lucky enough to get a little taste of the old ways of trucking and then lucky enough to be part of the big transition of ELDs over ten years ago as they were first making their appearance in the industry. What an amazing change it’s been over the years.”

Inhercareer,shehashelped companiesbuildsafetydepartments, designandorchestratedrivernewhire orientation,aswellasperformall safetytrainingandtechnology transformationsincludingtrainingfor ELDs.

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PassionforTruckingComesfrom theHeart
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“Throughout all of my safety knowledge, driver training and bringing awareness to the public and frequent safety training with drivers, I truly believe throughout my career of almost 20 years, somewhere out there, at some point, at least one life has been saved. That one life is worth everything I do.”
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Megacity of Latin America M TY E I X C IC O O IC C X I E YT M M Y E TI X COCI www.theenterpriseworld.com | 21

SituatedonthegroupofIslands

ofLakeTexcoco.MexicoCityis thecapitalandlargestcityof Mexico,andthemostpopulouscityin NorthAmerica.Mexico'scapitalis boththeoldestcapitalcityinthe Americasandoneoftwofoundedby indigenouspeople.Oneoftheworld's alphacities,itissituatedintheValley ofMexicowithinthehighMexican centralhighlands,atanelevationof 2,240meters.Thecityhas16 megapolisordividedterritorials,which areinturndividedinto neighbourhoodsorcolonies.

Accordingtothemostrecentrationale agreeduponbythealliedandstate governments,theinhabitantscountof GreaterMexicoCityis21,804,515, whichmakesitthesixth-largest metropolitanareaintheworld.Mexico Cityisthesecond-largesurbancluster intheWesternHemisphere,andthe largestSpanish-speakingcityinthe world.GreaterMexicoCityhasaGDP of$411billionin2011,whichmakesit oneofthemostproductiveurbanareas intheworld.Thecitywas superintendedforinitiating15.8%of Mexico'sGDP,andthemetropolitan areaaccountedforabout22%ofthe country'sGDP.Ifitwerean individualisticcountryin2013,

MexicoCitywouldbethefifth-largest economyinLatinAmerica.Thefactors inclusiveinthegrowthofMexicoCity isalmosttourismandeducationsectors risingdaybyday.Inaddition, accordingtotheSecretariatofTourism, thecityhasabout170museumsis amongthetoptenofcitiesintheworld withhighestnumberofmuseumsover 100artgalleries,andsome30concert halls,allofwhichmaintainaconstant culturalactivityduringthewholeyear Manyareashavemuralspaintedby DiegoRivera.

GeographicalaspectsofMexicoCity

MexicoCityissituatedintheValleyof Mexico,also,sometimescalledasthe BasinofMexico.Thisvalleyis situatedintheTrans-MexicanVolcanic BeltinthehighuplandsofsouthcentralMexico.

MexicoCityhasminimumaltitudeof 2,200metersabovesealevelandis enclosedbymountainsandvolcanoes thatreachaltitudeofover5,000 meters.Asthevalleyhasnonatural sewerageoutletforthewatersthatflow fromthemountainsides,itmakesthe cityexposedtofloodingandother naturalcalamities.Drainagewas manipulatedthroughtheuseofcanals andtunnelsstartinginthe17thcentury.

AstheMexicoCitypredominantly restsonLakeTexcoco.Earthshattering th activityisincessantthere.since17 centurytheLakeTexcocostarted evacuating.Eventhoughifthelake watersdon'tremainthecitystandson theheavilysaturatedclayofthelake's bed.Over-extractionofthe groundwaterresultsinthe disintegrationofthesoftbasegenerally referredasGroundwaterRelated Subsidence.

Although,thecityhasstartedsinking almostninemetersofsomeareasis th sunksincetheinceptionof20 century. AccordingtorecordsMexicoCity sinks20inchesor50cmeveryyear Thisplungeisresultinginproblems withrunoffandwastewater management,leadingtoflooding problemsandseveralnatural calamities,mostlyduringthesummer. Theentirelakebedisnowpavedover andmostofthecity'sremaining forestedareaslieinthesouthern metropolisofMilpaAlta,Tlalpanand Xochimilco.

EtymologyofMexicoCity

Theancientresiduesofhuman inhabitantsfoundintheareasof MexicoCityarethoseofPennon womanandremainingfoundinSan

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BartoloAtepehuacan.Firstly,itwas believedthatthefindingskeep correspondencetotheearlyageof beforecommonera.However,astudy in2013statesthattheageofpennon womanwas12,700yearsold.Hence, resultingintheoldesthumanresidue discoveredintheAmericas.Study regardinghermitochondrialDNAit believedthatshecomeseitherfrom Asian,EuropeanorAboriginal Australianorigin.

Thecityhadbeenthecapitalofthe AztecEmpire.Inthedominionera, MexicoCitybecamethecapitalof NewSpain.TheviceroyofMexicoor vice-kinglivedintheviceregalpalace

onthemainsquareorZocalo.The MexicoCityMetropolitanCathedral, theseatoftheArchpriestofNew Spain,wasonothersideoftheZocalo, aswasthearchbishop'spalace,and beyondfromitthebuildinghousing thecitycouncilofthecity Alate seventeenth-centurypaintingofthe ZocalobyCristóbaldeVillalpando depictsthemainsquare,whichhad beentheoldAztecofficialcenter The subsistingcentralplaceoftheAztecs wasproductivelyandpermanently transformedtotheofficialcenterand seatofpowerduringthecolonial period,andremainstothisdayin modernMexico,thecentralplaceof thenation.Thereconstructionofthe

metropolisaftertheblockadeof Tenochtitlanwasskilledbytheample indigenouslaborintheencirclingarea.

MexicoCitywasthecenterstageofall thepoliticaldisputesofthecountry th duringthe19 century.Eventssuchas theMexican–AmericanWar,French InterferenceandtheReformWarleft thecityrelativelyunalteredandit continuedtogrow,mainlyduringthe ruleofPresidentPorfirioDíaz.During thistimethecityenlargedamodern infrastructure,suchasroads,schools, transportationsystemsand communicationsystems.However,the authoritiesfocusedresourcesand wealthintothemetropoliswhilethe

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restofthecountrydeterioratein poverty.

Thehistoryoftherestofthe20th centurytothepresentconcentratedon theextraordinarygrowthofthe metropolisanditsenvironmentaland politicaleffects.In1900,the inhabitantscountofMexicoCitywas about500,000.Thecitybegantogrow vigorouslywestwardintheearlypart ofthe20thcenturyandthenbeganto growupwardsinthe1950s,withthe TorreLatinoAmericanabecomingthe city'sfirstskyscraper.

TherapidgrowthofMexicoCityasa centerformodernistinfrastructurewas mostfullydemonstratedinthemid1950sconstructionoftheCiudad Universitaria,MexicoCity,themain campusoftheNationalAutonomous

UniversityofMexico.Designedbythe mostreputablearchitectsoftheera, includingMarioPani,Eugenio Peschard,andEnriquedelMoral,the buildingsfeaturecanvasbyartists DiegoRivera,DavidAlfaroSiqueiros, andJoseChavezMorado.Ithassince beenrecognizedasaUNESCOWorld HeritageSite.

Travelingthroughtheculture& touristspointsfromtheMexicoCity

BeingcapitalofagiganticpreHispanicempire,andalsothecapital ofprosperousviceroyaltywithinthe SpanishEmpire.MexicoCityhasa richhistoryofartisticexpression. SincetheMesoamericanpre-Classical periodthepopulationofthe settlementsaroundLakeTexcoco generatemanyworksofartand

compoundcraftsmanship,someof whicharetodayexhibitedattheworldfamousNationalMuseumof AnthropologyandtheTemploMayor museum.Whilemanypiecesofpottery andstone-engravinghavesurvived,the greatmajorityoftheAmerindian iconographywasdevastatedduringthe defeatoftheAztecEmpire.

Duringthe19thcentury,animportant creatorofartwastheAcademiadeSan Carlos(SanCarlosArtAcademy), establishedduringcolonialtimes,and whichlaterbecametheEscuela NacionaldeArtesPlasticas(the NationalSchoolofArts)including painting,sculptureandgraphicdesign, oneofUNAM'sartschools.Manyof theworkscreatedbythestudentsand facultyofthattimearenowexhibited intheMuseoNacionaldeSanCarlos.

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Duringthe20thcentury,manyartists movedtoMexicoCityfromvarious regionsofMexico,suchasLeopoldo Méndez,ansculptorfromVeracruz, whosupportedthecreationofthe socialistTallerdelaGraficaPopular, designedtohelpblue-collarworkers findadistinctaddresstoexpresstheir art.Otherpainterscamefromabroad, suchasCatalanpainterRemediosVaro andotherSpanishandJewishexiles.It wasinthesecondhalfofthe20th centurythattheartisticmovement begantomeanderapartfromthe Revolutionarytheme.

Museums

Beingoldestancientcityandrichin artisticaspectMexicoCityowns numerousmuseumsportrayingvarious artsandartstyles.Themuseums demonstratevariousartincludingthe Mexicancolonialart,modernand contemporaryartandinternationalart. TheMuseoTamayowasinauguratedin themid-1980stopreservethe collectionofinternational contemporaryartdonatedbyMexican painterRufinoTamayo.Thecollection includespiecesbyPicasso,Klee, Kandinsky,Warholandmanyothers, thoughmostofthecollectionis preservedwhilevisitingexhibitsare shown.TheMuseodeArteModernois awarehouseofMexicanartistsfrom the20thcentury,includingRivera, Orozco,Siqueiros,Kahlo,Gerzso, Carrington,Tamayo,andalso consistentlyhoststemporaryexhibits ofinternationalmodernart.Insouthern MexicoCity,theCarrilloGilMuseum showcasesavant-gardeartists,asdoes theMuseoUniversitarioArte Contemporaneo,designedbyMexican architectTeodoroGonzálezdeLeón, openedinlate2008.

TheMuseoSoumaya,namedafterthe wifeofMexicantycoonCarlosSlim, hasthehugeprivatecollectionof originalRodinsculpturesoutsideof

France.Italsohasagreatcollectionof Dalísculptures,andrecentlybegan displayingpiecesinitsmasters collectionincludingElGreco, Velazquez,PicassoandCanaletto.The museuminauguratedanewfuturisticdesignfacilityin2011justnorthof Polanco,whilemaintainingasmaller facilityinPlazaLoretoinsouthern MexicoCity.

TheMemoryandToleranceMuseum, openedin2011,displayeshistorical eventsofinequityandmassacre. Permanentantiquitiesincludethoseon theHolocaustandotherlarge-scale atrocities.Itisalsonativefor temporaryexhibits.

MostofMexicoCity'smuseumscanbe exploredfromTuesdaytoSundayfrom 10amto5pm,althoughsomeofthem haveexpandedschedules,suchasthe MuseumofSociologyandHistory, whichisopento7pm.Inadditionto this,entrancetomostmuseumsare freeonSunday.Insomecases,a nominalfeemaybecharged.

MexicoCityistheMexico'sprimecity fortheprintedmediaandbook publishingindustries.many daily

newspapersarepublished,including El Universal Excélsior Reforma La , , and Jornada.Othermajorpapersinclude Milenio Crónica El Economista , , and El Financiero.Leadingmagazines include , , ,as Expansión Proceso Poder wellasdozensofentertainment publicationssuchas , , Vanidades Quién Chilango TV Notas , ,andlocaleditions of , ,and Vogue GQ Architectural Digest.Itisalsoaleadingcenterofthe advertizingindustry

Thecityisalsoamajorcenterof popularcultureandmusic.Thereare abundantofvenuespresentingSpanish andforeign-languageartists.These countingthe10,000-seatNational Auditoriumthatconsistentlyorganize theSpanishandEnglish-languagepop androckartists,aswellasmanyofthe world'sfamousperformingartsgroups. theauditoriumalsobeamgrandopera showfromNewYork'sMetropolitan Operaongiant,highdefinitionscreens. In2007NationalAuditoriumwas designatedworld'sbestvenueby multiplegenremedia.Someothersites forpop-artistperformancesincludethe 3,000-seatTeatroMetropolitan,the 15,000-seatPalaciodelosDeportes, andthelarger50,000-seatForoSol

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Stadium,wherepopularinternational artistsperformconsistently.TheCirque duSoleilhasheldseveralseasonsat theCarpaSantaFe,intheSantaFe districtinthewesternpartofthecity Thereareenormousvenuesforsmaller musicalensemblesandsolo performers.TheseincludetheHard RockLive,Bataclán,ForoScotiabank, Lunario,CircoVoladorandVoilá Acoustique.

TastyCuisineofMexicoCity

Oncetakeningrantinferiorfare,by the19thcenturytacoshadbecomea standardofMexicoCity'scuisine. subsequently,asauthoritiesstruggled totaxlocalcheese-breads,imposing authorisingconditionsandfines,asper records,somedetailedtypesoffoods wasbeingservedbythefoundations. Themostpersistentreferencewasfor tacosdebarbacoa.Alsopennedare enchiladas,tacosdemineroand gorditas,alongwithoystershopsand friedfishstands.Thereisconfirmation ofsomelocalspecialtiesbeingmade availableforcurrentmigrants;atleast twoshopswererenowedtoserve pozole,atypeofstewsimilarto hominythatisachiefofGuadalajara, Jalisco.MexicoCityisalsoknownfor havingsomeofthefreshestfishand seafoodinMexico'sinterior.Afterthe TsukijifieshmarketinJapan,Nueva Vigamarketfrommexicocityknown asthesecondlargestfishmarketinthe wrold.

MexicoCityoffersseveralcuisines: restaurantspracticinginthelocal cuisinesofMexico's31statesare availableinthemetropolis,andthecity alsohasmanybranchesof internationallyacknowledged restaurants.Theseinclusivelyconsists Paris'AuPieddeCochonandBrasserie Lipp,Philippe;Nobu,Quintonil, Morimoto;Pámpano,ownedby Mexican-basedoperaartistPlácido Domingo.Therearebranchesof

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JapaneserestaurantSuntory,Italian restaurantAlfredo,aswellasNew YorksteakhousesMorton'sandThe Palm,andMonteCarlo'sBeefBar

ThreeofLima'sHauterestaurants, servingPeruviancuisine,havevarious locationsinMexicoCity:LaMar, SegundoMuelleandAstridyGastón.

Accordingtothe2019recordsofThe World'sBest50Restaurantsbythe BritishMagzineRestaurantMexico Cityranked12thinthelistwithbest Mexicanavant-garderestaurantPujol. AlsoremarkableistheBasqueMexicanfusionrestaurantBiko,which placedoutsidethelistat59th,butin previousyearshasrankedwithinthe top50.Otherthathasbeenplacedon thelistin2019istherestaurantSud 777at58thplace.Attheotherendof thescaleareworkingclasspulquebars knownaspulquerías,aadventurefor travellerstolocateandexperience.

EconomicgrowthofMexicoCity

MexicoCityisoneofthemajor economichubsinLatinAmerica. 15.8%ofthecountry'sgrossdomestic productisproducedbyMexicoCity.In 2002,MexicoCityhadaHuman DevelopmentIndexscoreof0.915, similartothatofSouthKorea.In2007, inhabitantsinthetop12%ofGDPper capitaholdersinthecityhadamean netincomeofUS$98,517.Thehigh spendingpowerofMexicoCity residentsmakesthecitycaptivatingfor companiesofferingstandardandlavish goods.Asperthe2009studyheldby PwC,MexicoCityhadaGDPof$390 billion,rankingitastheeighthrichest cityintheworldandtherichestin LatinAmerica.

MexicoCityisnativeformanylarge scalebank headquarters,insurance companiesaswellasvariousfinance consultingfirms.Duetothebounded non-developedspaceatthesouthmost ofwhichissecuredthrough

environmentallawsthecontributionof MexicoCityinagricultureisthe comparativelysmallestofall authoritiesinthenation.

MexicoCityoffersanhugeandvariety ofconsumerretailmarket,variedfrom basicfoodstoultrahigh-endlavish goods.Costumorsbuy'sgoodsfrom varietyofindoormarkets,street vendors,downtownshops,etc.Street vendorsusuallysetuptheirstallsin non-officialareaslikenearmetro stations,hospitals,etc.

TheHistoricCenterofMexicoCityis widelyknownforexclusive,oftenlowcostretailers.Certainblocksorstreets areallotedtoshopssellingacertain typeofmerchandise,withareasalloted toover40categoriessuchashome appliances,lampsandelectricals, closetsandbathrooms,housewares, weddingdresses,jukeboxes,printing, officefurnitureandsafes,books, photography,jewelry,andopticians.

Sports&EducationofMexicoCity Sports

Thecountry'smostpopularand broadcastedgameiscountedtilldateis football.Itsimportantemplacementsin MexicoCityincludetheAzteca Stadium,nativetotheMexiconational footballteamandgiantsAmérica, whichcanaccomodate91,653fans, makingitthelargeststadiuminLatin America.TheOlympicStadiumin CiudadUniversitariaisadobetothe footballclubgiantsUniversidad Nacional,withaseatingcapacityof over52,000.TheEstadioAzul,which accomodates33,042fans,isnearthe WorldTradeCenterMexicoCityinthe Nochebuenaneighborhood,andis nativetothegiantsCruzAzul.

Anothersportsprofessionallyplayedin thecityisBaseball.MexicoCityis nativeoftheMexicoCityRedDevils oftheMexicanLeague,whichis

contemplatedaTriple-Aleagueby MajorLeagueBaseball.Varioussports provisionsinMexicoCityarethe PalaciodelosDeportesindoorarena, FranciscoMárquezOlympic SwimmingPool,theHipódromode LasAméricas,theAgustinMelgar OlympicVelodrome,andlocationsfor equestrianismandhorseracing,ice hockey,rugby,American-stylefootball, baseball,andbasketball.

Education

UnlikethoseofMexicanstates' schools,curriculaofMexicoCity's publicschoolsismanagedbythe federalSecretaryofPublicEducation. Thewholefundingisallocatedbythe governmentofMexicoCity(insome specificcases,suchasElColegiode México,fundingcomesfromboththe city'sgovernmentandotherpublicand privatenationalandinternational entities).

TheNationalAutonomousUniversity ofMexico(UNAM),situatedin MexicoCity,isthelargestuniversity onthecontinent,withmorethan 300,000studentsfromallbackgrounds. ThreeNobleimmortals,diverse Mexicanentrepreneursandmostof Mexico'smodern-daypresidentsare amongitsformerstudents.UNAM conductshalfofMexico'sscientific researchandhaspresenceallacrossthe countrywithsatellitecampuses, observatoriesandresearchcenters.

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Implementing Winning Elements of Business Leadership Founder | Turks and Caicos The Agency SPECIAL PROFILE www.theenterpriseworld.com | 31

Understandingethics,adopting digitaltrends,andmanyother vitalskillsandprinciplesare allpartofsuccessfulleadership.In additiontosettingthepaceforthe group,leadersmustcontributetothe overallexpansionandimprovementof thegroupaswellastheorganization. “There is no hiding as a leader. That comes with the pressure to not only constantly push the envelope with the media I am creating but I can only create that new and interesting media if I am successful in my endeavors to both generate and sell luxury listings. You have to push yourself to hustle constantly as you are only ever as good as your last deal.” quotesIanHurdle.

IanfoundedTurksandCaicosThe Agency,aglobal,boutiquerealestate brokerageagency.Inthecontemporary corporateworld,heisawell-known businessfigure.Hisbiggesttalenthas alwaysbeenhisabilitytonavigate, plan,andspotchances.Hecanmake thingshappenandgiveopportunities thetools,backing,andnarrativethey needtosucceed.

JourneytoTurksandCaicosThe Agency

Attheageof18,Ianmovedfromthe southofEnglandtoGrandCaymanto assisthisparentsinrealizingtheir

ambitionofestablishingaproperty. Overthecourseoffiveyears,the familyconstructedtwospechomes therethattheyprofitablysold.That wasIan'sintroductiontotheworldof realestate.Thefamilywaslivingin Caymanwhentheybegantohear rumorsthatProvidencialesintheTurks andCaicosIslandswasthenextgreat chanceforrealestatedevelopmentand investmentintheCaribbean.

Thefamilyconsequentlyrelocated therein1998.Priortostartinghisown landscapingbusinessanddevotinghis timetodesignandinstallation,Ianand hiswifeacquiredasubstantialhomein theopulentLeewardneighborhood. Moreover,hemanagedaworkforceof morethan150workers.Therecession virtuallydecimatedhisfirm,forcing himtogointopropertymanagement.

Duringhisfirst fewweeksasa propertymanager, Ianrecommended hisrentalguests tonearbyrealtors andthosesame guestswould returntohimafter atourand complainthat theirexperience hadbeen

extremelyunsatisfactoryandthatthey wishedhehadbeentheiragent.Ian wasabletocompletehislicensing requirementsthroughtheTurksand CaicosRealEstateAssociationand completehisapprenticeshipwith Regency,aChristie'sInternationalReal Estateaffiliate,becausehiswifeTracey wasanativeoftheIslands.

Hespentfiveyearsunderstandingthe businessandfiguringouthowtocarve outanicheforhimselfinthemarket forwhenthetimecametoopenhis ownbrokerage.HisjourneytoBeverly Hills,wherehewasofferedthechance topitchforwhatwouldbecomethe company'sfirstinternationalfranchise, andanintroductioninJuly2016are themaineventsofthelengthyaccount ofhowheacquiredTheAgency

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Franchise.GiventhatIanwasrunning withthebrandinTCIasofOctober1st, 2016,itisobviousthatthepitchwas successful.

AnInnovation-drivenCompany

TurksandCaicosTheAgencyisan international,boutiquerealestate companythatpridesitselfonits fortitude,rebelliousness,anddrivefor innovation.TheAgencyadoptsa cooperativestrategytotherealestate industry,departingfromthe conventionalbrokeragemodel.The resources,knowledge,andnetworksof itswholeworldwideorganizationare sharedwithallofitsagentsandclients. Startingwiththeconciergeservicethe agencyprovidestobothagentsand customers,itsdistinctivecultureenables ittocreateaboutiqueatmospherethat operatesonaglobalscale.

TheAgencyismanagedbyIan,two partnerswhoarealsoworkingagents, threeotheragents,andamarketing manager.Ittakesprideinitsabilityto outperformmuchlargerbrokeragesthat havebeenoperatingintheIslandsfora lotlongerwhilefacinglesscompetition.

LeadingfromtheFront

Astherepresentativeofthecompany, Ianleadsbyexample.Heistheagency's

mostseasonedagent,andtheteam lookstohimforguidanceinallareas ofdailyoperations.Relayingsuccess andthestepsIantooktogettheregives hisagentsaverypublicroadmapto followintheageofsocialmedia.

OneofIan'sfundamentalidealsis cooperation.Hebelievesthateveryone ontheteamenjoysharing,andthey reciprocate.Hethinksthatwatching theentireteamsucceedtothesame degreeisasourceofgenuine gratification.Alovelythinghasalways beenandalwayswillbepeople workingtogetherforacommon purpose.“Weallenjoywatchingteam sportsforthisreason,”addsIan.

BouquetofServices

TheAgencyhasareputationofbeing unlikeanyrivalbecauseofitslocal experienceandunwaveringdedication toprovidingbest-in-classservicefor itsclients.Before,during,andlong afterthetransaction,itscoreservices partnersofferaone-stopnetworkof professionaladviceandgreatcare throughoutthehomeownership journey

●Relocation

TheAgency'sRelocationDepartment providesclientsandagentsalloverthe

worldwithitsuniquebrandofupscale, concierge-styleservice.Tooffersuperb, turnkeyservicefrombeginningtoend, theagencylinkscustomerswitha certifiedrelocationprofessional.Inorder tolinkpeoplewhoareonthemovewith dependablespecialiststhatrepresenta globalnetworkofpremiumproperties, theteamcultivatespartnershipswith businessesandrealestateprofessionals throughouttheworld.

●Escrow

Nomatterifthecustomerisan experiencedinvestororafirst-time houseseller,theprocessofchanging ownershipofapropertycanbe complicated.Theagency'sclosed Escrowisthereforclientsateverystep oftheroadbecausetoitsover30years ofexperienceandthousandsofsatisfied customers.Toenableasmoothtransition andpeaceofmindthroughoutthe transaction,everythingfrompermitting frequentcontactanddelivering importantupdatesontheprogressof paperstomaintainingarealistic, simplifiedtimeframewhilealways maintainingthehighestdegreeof professionalism.

●HomeMortgages

Ahomeinspectionisathorough examinationofahousebeforeasaleor

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purchase.Toguaranteethatbuyersand sellershaveaqualifiedcounselthey canrelyon,theAgencyhasteamed withtheindustrypioneerinhome inspections.Toevaluatethecondition oftheproperty,acomprehensive surveyoftheentirehouseispartofthe process.Itistheinspector's responsibilitytofindflawssothat decisionscanbemadeand unanticipated,expensiverepairscanbe avoided.

●HomeWarranty

Asystemorappliancebreakingdown unexpectedlymightmakebuyingor sellingahousestressful.Home warrantiesaidincoveringunforeseen repairsbroughtonbyeverydaywear andtear.Byofferingfinancial protectionagainstpriceyunplanned homerepairs,theagency'spartnership withChoiceHomeWarranty,the biggesthomewarrantyproviderinthe country,benefitsitsclients.

TheChoiceHomeProtectionPlan offersbuyersandsellersofhomes maintenanceandreplacementcoverage forthemostcrucialsystemsand appliancesinthehome,aswellas benefitsliketheHomeowners' InsuranceDeductibleReimbursement. Clientsaresparedtimeandeffortwhen aproblemarisesthankstothenetwork ofqualifiedserviceexpertsatChoice HomeWarranty

●NaturalHazardDisclosure

MyNHDhasbeenofferingDisclosure Reportstotherealestatesectorfor overtwentyyearsandkeepsbringing thegoldstandardinNaturalHazard Disclosures.Inbothresidentialand commercialtransactions,itisthe quickestandsimplestwaytoobtain clientreports.Ittakesgreatpridein continuingtoofferthegreatest customerserviceandoutstandingvalue

despitebeingthemarketleaderfor manyyears.

SustainingLeadership&Business Methodologies

Ianwelcomesthemodifications.He doesn'talwaysadopteverynew technologythatisdisseminated becausenotallnewtechnologiesare advantageoustobusinesses.Hedoes, however,haveadutytoweighthe benefitsanddrawbacksofdeploying anytechnologythatcanhelpthe companyachieveitsobjectives.Itcan bedauntingattimes,butifacertain technologygivesacompetitive advantageinahighlycompetitive industry,itwillbeinthebestinterest oftheagentswhoworkunderIanand theclientsthecompanyserves.Ian thenhastotaketheinitiativetolearnit andsuccessfullyimplementitatwork. Thisrequiresinstructionandtime.

Ian'sbusinessleadershipapproaches centeraroundaccessibility.Hethinks thateveryoneontheteam,including inexperiencedagents,shouldalwaysbe available.Theearlyyearsofworking intherealestatesectorcanbealonely andcostlytripwithlittleindicationthat thetimeandmoneyinvestedwere worthwhile.AccordingtoIan,havinga mentorsomeoneonecantalkto, bounceideasoffof,anddrawuponfor bothpositiveandnegativeexperiences isthebaselinerequirementforany businessleader.Ianhasbeenwiththe agencyforsixyearsandbelievesthat speaksmuchabouttheamazingculture thathasbeenestablishedthathecan alwaysreachanyofthecorporate businessleaders.

Ianthinksthatthedailygrindisthe procedurethatfostersbusiness development.Theongoingreviewof objectivesisimportant,including whereonehassucceeded,whereone hasfailed,whathastobeupdated,and

whatmustberepeated,evenifitis tedious.Honestyisessential.He furtherbelieves,toadvanceinany endeavor,onemustbehonestwith oneselfeveryday;else,thierbusiness willstallastheyfallintoaverycozy rut.

BattlingHardships

AccordingtoIan,problemsarise constantlyinthisfieldandinlife,and howwellapersonisabletodealwith themandultimatelyfindsolutionsto themdetermineswhetherabusiness succeedsorfails.Overthepastsix years,Ianhasmanagedtojugglework, family,health,regionaland internationalactivities.Theeldest daughterofIanunexpectedlyfellillas theyweresettingupthebusinessin October2016,andtwomonthslater, shelostawaysoonbeforeChristmas. Ianadds,“Nothingpreparesaparent forthiskindoflossbutIhadjusttaken onamajorbrandandthefinancial responsibilitiesassociatedwithit.”

Ianlearnedthathecouldconquerany challengeputinhispathbylearningto balancehissadnesswiththedutiesof beingafather,husband,andbusiness ownerwhileestablishingastart-up.Ian hadadifficultyearin2017.Hefeltlike givingupnumeroustimes,buthe alwaysfoundthestrengthtowakeup thenextdayandtryagain.“Nogreater roadblockcouldhavebeenplacedin frontofourbusinessbutthehitskept oncomingwithamajorHurricane devastatingourhomeandmarketin Septemberof2017andofcourse,we allenduredthehardshipsofthe pandemicin2020.”Ianadds.

WorklifeBalance

Byexercising,spendingtimewithhis family,andplayingwithhisdogs,Ian maintainsahealthywork-lifebalance. Heenjoysworkingoutforatleastan

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houreveryday,andhisworkoutscan rangefromcircuittrainingtowalking tospinningtoTRX.Hissonjust receivedthevaledictorianawardat graduation,andhisdaughteris carryingtheirfirstgrandchild.Allof thesefactorsreallyaidinbalancinghis homelifeandworkload.Hekeeps sevendogsbecausetheykeephim entertainedanddistractedallthetime.

Iandoesn'tconsiderwhathedoestobe workbecauseheenjoysit.Heis offeringaservice,though,thatisquite important.Ianhasacertainmorning routinethatinvolveshimsipping coffeewhilefacingthesunand remainingopentothebreeze,the temperature,andthesoundsofnature. Althoughhedoesn'tconsiderittobe formalmeditation,itdoeshelphim unwindbeforethedaygetsbusy

ImportantAttributesandGuiding Words

Ianfavorsconsistency.Hebelievesthat disciplineandcommitmentare demonstratedbybeingconsistentinall onedoes.Furthermoreaddition, sincereindividualsesteemthosewho putinalotofefforteveryday. “It may be all too easy to get complacent and phone it in and still look like a leader,” hecontinues, “and while you may get

away with it on sometimes over the long haul it will build fractures in the basis of your organization as it weakens their belief in your principles.”

Whenaskedaboutanadvicefor aspiringleaders,Ianadvicestostay self-motivated.Headds, “Easier said than done but if the industry you're a leader in is your passion it's not so much a matter of reinventing the wheel periodically as it is to find ways to keep your energy levels high on a daily basis.” Withtheexceptionofthelows, Iandoesnotpersonallyexperience excessivehighsorlows.Hebelievesit iscrucialtoacknowledgeandcelebrate achievementwhenitoccursand,onthe otherhand,tothinkbackonany perceivedfailureinordertolearnfrom it.

VisionforTurksandCaicosThe Agency

Ianhasalwaysanticipatedthebrand's regionalgrowthintheCaribbean.He thinksislandpopulationssharea fundamentalculturethatvalues cooperationovercompetitiveness. Additionally,Ianhasalwaysfoundit appealingtoofferclientsseveral jurisdictionsunderasamebrand consideringthepotentialeffectsof

naturaldisastersontheregion, especiallyifhecouldpersuadeevery officetocollaborate.

TheTurksandCaicosofficewas alwaysintendedtobethestartingpoint forexpansion,withasecondoffice alreadysignedintheBahamasanddue diligencefinishedonnumerousother Islands.Atthispoint,Ianissimply takingitallin.Assoonashehitsone target,hepivotstosetuptwonew ones.Headds,“Goalskeepus motivated.Successisanenjoyablebyproductofhittingthosetargets.Myend goalisaconstantlymovingtarget basedonhoweffectiveIaminhitting mysmallertargets.I'minnorushand whatIamtryingtobuildifdoneright willtakealifetime.Thereisnowayto fast-tracktherelationshipaspectof findingtherightpartnersineach jurisdictionweidentifyashavinga viablemarketforourbrandand services.

“Turks and Caicos The Agency is a global, boutique real estate brokerage defined by its strength of character, rebellious spirit and passion for reinvention.”

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EMPOWERING

EVERYONE ON PLANET TO ACHIEVE MORE

Formorethanadecade,

Microsofthasbeenthemarket leaderinoperatingsystems.It wasestablishedbyBillGatesandPaul AlleninAlbuquerque,NewMexico,in 1975,46yearsago,andiscurrently flourishingallovertheworld.Inthe 2020Fortune500listofthemost significantUScompanies,Microsoft cameinatnumber21.Itisvaluedas thethird-highestglobalbrand.The businessisadigitaloperatingsystems leader

OnApril4,1975,BillGatesandPaul AllenestablishedMicrosoftinorderto createandmarketBASICinterpreters fortheAltair8800.Inthemiddleofthe 1980s,MS-DOSandthenWindows propelledittothetopofthemarketfor personalcomputeroperatingsystems. Threepeoplebecamebillionaires thankstoMicrosoft's1986initialpublic offering(IPO)andsubsequentincrease inshareprice,whileanestimated

12,000Microsoftemployeesbecame millionaires.Sincethe1990s,ithas movedfromtheoperatingsystem industryandacquiredanumberof businesses.Theirgreatestacquisition wasLinkedInfor$26.2billionin December2016,whichwasfollowed bySkypeTechnologiesfor$8.5billion inMay2011.

In2018,Microsoftrecaptureditstitleas themostvaluablepubliclytraded businessintheworldafterbeing dethronedbyApplein2010.After AppleandAmazon,Microsoftbecame thethirdAmericanpublicfirmtohavea marketcapof$1trillionormorewhen itdidsoinApril2019.Microsoftwill havethefourth-highestworldwide brandvaluationasof2022.

JourneyofMicrosoft-

Microsoftisadailyandregularword usedineverycorporatesector The

globalproductisownedbyMicrosoft CorporationbasedinAmericaisa multinationaltechnologycorporation. Theassociatedservicesheadquarters aresituatedatMicrosoftRedmond campusinRedmond,Washington, UnitedStates.Thebestproductsof MicrosoftaretheWindowsseriesof operatingsystems,themicrosoft officesuiteandinternetexplorer,etc. TheXboxvideogamingconsolesand theMicrosoftSurfacerangeof touchscreenpersonalPCsareitstwo mainhardwareofferings.Microsoft wastheworld'slargestsoftware companybyrevenueasof2019;it wasplacedNo.21intheFortune500 rankingsofthelargestAmerican firmsbytotalrevenuein2020.Along withAlphabet,Amazon,Apple,and Meta,itisoneoftheBigFive Americantechnologicalfirms.The journeyofMicrosoftkickstartedwith abasicsetup.

EMPOWERING

The current global venture was founded by Bill Gates and Paul Allen on 4th April 1975 with the main motive to produce and sell BASIC interpreters for the Altair 8800.

As a result of an arrangement the company made with ASCII Magazine in Japan in August 1977, ASCII Microsoft opened its rst overseas ofce.

In the middle of the 1980s, MS-DOS and then Windows propelled it to the top of the market for personal computer operating systems.

Since the 1990s, it has moved from the operating system industry and acquired a number of businesses.

Microsoft started to reevaluate its products and broaden its product line into computer networking and the World Wide Web after Bill Gates' internal "Internet Tidal Wave letter" on May 26, 1995.

Microsoft released Windows XP on October 25, 2001, combining the NT codebase with the mainstream OS line. Later that year, the company introduced the Xbox, breaking into the Sony and Nintendodominated market for video game consoles.

Microsoft, which was becoming more active in the hardware market after the launching of Xbox, introduced the Zune line of digital media players in 2006 as the replacement to its earlier software platform Portable Media Center.

The Windows Vista released in 2007 featured the security and redesigned user interface dubbed Aero, following with the release of MS Ofce 2007 with the feature of Ribbon user interface.

Throughout the 2011-12 Microsoft restructured its identity with focusing on logo, products, services, etc.

Microsoft released a x for Windows 10 in January 2018 to address CPU issues brought on by Intel's Meltdown security aw. The patch caused problems with the virtual machines running on Microsoft Azure that use Intel's CPU architecture.

On June 24, 2021, Microsoft announced Windows 11.

ThegrowthofMicrosoftandits productsandservicesiswitnessed bythewholeworld.Inaninterview withMr.BillGatesmentionedthe growthofMicrosoftcreditingitto theirteam.

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ThesurveyofMicrosoft's StatisticalStudies-

Microsoftbeingaglobalventure todayhasnoneedofany recognitionstrategyormarketing strategy Thecorporationbeingan InformationandTechnologybased corporationworksmostlyonits productsandservicesrelatedto databasesandsoftwares.The4Ps fromthemarketingmixworkson pointformicrosoft.The4Ps includesProduct,Price,Place, Promotion.

ProductMix

Aproductissomethingthatsatisfiesthe needsanddesiresoftheconsumer, whereasaproductmixisthevarietyof thatproduct.Microsoftisaretailerof bothhardwareandsoftware.Computers, laptops,tablets,Xbox,andphonesare amongtheirhardwaregoods.Microsoft OfficeandWindowsOSareamongtheir softwareproducts.Microsofthasabroad rangeofproducts.Itisprimarily renownedforits

Ÿ Devices

Ÿ Softwares

Ÿ Apps

Ÿ Games

Ÿ Entertainment

PriceMix

Pricemixisthemethodusedto determineaproduct'spriceasopposedto price,whichreferstothemonetaryvalue ofaproduct.Microsoftfrequently employstheBuyOnlyWhatYouUse, Freemium,andMarket-orientedpricing strategies.

Ÿ FreemiumPricing

Ÿ Productline

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Ÿ PenetrationPricing

Ÿ PriceSkimming

PlaceMix

UnderPriceMix,Microsoftprovides thefollowingservicestoitsclients:

Ÿ Customerscaneasilyselect productsandservicesfrom Microsoft'sofficialwebsitebased ontheirneeds.

Ÿ Microsoftoffersretaillocationsall overtheworldwherecustomers mayusetheguidanceoftechnical advisorstomakesmarterdecisions.

Ÿ Additionally,Microsofthas approveddealersanddistributors. Microsoft'sstrategicallysound locationmixmakesitsproducts readilyavailabletocustomers worldwide.Nowlet'stalkabout Microsoft'spromotionalstrategyto discoverhowitkeepsitspositionat thetop.

PromotionalMix

Withtheaidofitspowerfulbrand image,Microsoft'spromotionalstrategy preciselyaddressesitstargetmarket.It advertisesitsproductsonanumberof socialmediasites,includingFacebook,

Twitter,Google,Instagram,etc. Microsoftemploysanumberof differentpromotionalstrategies, includingadvertising,directmarketing, andsalespromotion.Itreachesits intendedaudiencethroughastrategic channel.Microsoft'svarietyof promotionsincludes-

Ÿ Advertising

Ÿ SalesPromotion

Ÿ DirectMarketing

Ÿ PersonalSelling

Ÿ PublicRelations

EffectofCOVID19onTheglobal enterprise-

Evenbeforethepandemic,scientists havelongponderedtheimplicationsof aworldinwhichreportingforworkno longermeantreportingforwork.Ifwe hadtheabilitytodisconnectfrom actuallocationsthankstocontemporary technology,howmightour employment,offices,andworkdays change?Whatwouldbethegenuine advantages?Whatwouldtheobstacles be?COVID-19thenstruck.Everything changedandbecameunpredictable fromabusinessstandpoint,butfroma researcher'spointofview,itoffereda hugeopportunity.Thiswastheperfect opportunityforsocialscientiststo designasizableresearchontheimpacts

ofanentirelydigitalworkforce.

EarlyinMarch,justadayaftertheorder wasissuedforallemployeesat Microsoft'sRedmond,Washington headquarterstostayathome,scientistsat thecompanystartedthinkingaboutthe researchpossibilities.Thechiefscientist forMicrosoft'sExperiencesandDevices, JaimeTeevan,anddirectorofapplied scienceBrentHechtmetonlinewitha dozenothercolleaguestodiscusswhat hadjustoccurred,whatwasaboutto occur,andwhatitallmaysignify.Hecht assertsthatoneofMicrosoft'sadvantages isthestaffmembers'intensecuriosity.

Ofcourse,thebalancebetweenbenefits andlosseswasfarfromclear-cut.A significantminusforsomewasabonus forothers.Workingfromhomeandbeing freeofofficeinterruptionshadbeena blessingforsomepositions,butithad beendifficultformanagersand employeesinmorecollaborativefieldsto recreatethecreativefrenzyof brainstormingsessions.Nearlyevery benefit hasaconcomitantdrawback. However,acloserlookatthedatasofar offershelpfulinsightsthatmightnotonly guideusthroughthedifficultiesweare currentlyfacingbutalsoinfluencehow wemightthinkaboutmakingthings betteroncewearepermittedtoreturnto ourworkplaces.

ConclusionofTheCaseStudy-

Insummary,Microsoftisthemarket leaderbecauseofitsdominantworldwide presenceandleadership.Their welcoming“perfectcoffeeshop atmosphere”shouldbealong-term competitiveadvantage.Thecompany's retailoutletsandon-sitecollaborations haveearnedhigherresponserates, puttingtheminfrontofthepackinthe maturebusiness.Asaresultofitsallencompassingmarketingapproach, Microsoft enjoysastrongglobalmarket position.

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About Microso

Microsoft is among the most well-known brand brands in business. However, company cofounder Paul Allen originally gave the business the moniker Microsoft, which was a mix of the phrases ``microcomputer" and "software."

3.

Gates planned to rename the original Windows operating system to "Interface Manager" when it was still being developed. The moniker was initially used exclusively internally, with intentions to continue using it when the OS was eventually made available to the general public.

1. 2. 3.

Over the years, Microsoft has used a number of distinctive logos, all of which are instantly identiable. However, the original Microsoft logo was created in less than a day by co-founders Bill Gates and Paul Allen.

4.

One of the company's most well-known software offerings is Microsoft Ofce, which includes favorites like Microsoft Word, Excel, and PowerPoint. Despite the obvious connection to Microsoft, some people would be surprised to learn that Microsoft Ofce rst appeared on the Mac before moving to Windows.

While the typical Microsoft employee may come to mind as a serious coder, they prefer the seriously adorable moniker "Softie." The average softie is a male American resident who works for a company with more than 180,000 people worldwide.

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ICT ADD

HOW ARE VIDEO GAMES? | FEBRUARY 2023 46
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Videogameor"gaming"addiction, likeanyotheraddiction,isfrequentlya multi-facetedproblem.Tobeginwith, videogamesaremadetobeaddicting. Althoughnot"addictive"intheclinical sense,gamedesignersarecontinuously seekingformethodstomaketheir gamesmorefascinatingsothat consumerswouldspendmoretime playingthem.Thisisespeciallytrue forgamecreatorsthatrelyonin-game purchasestomakemoney

Gamingdesigners,morethananyone else,aimtoanswerthequestion,"What makesavideogameaddictive?"They wantyoutowanttokeepplayingafter youloginorpickupthecontroller. Thisisn'ttosaythatgamecreatorsare outtoseduceafreshgenerationof youngpeopleintoplayingvideo games.However,whatstartsoutasa harmlesssourceofamusementmay quicklyturnintoaconsuming addictionforsome.

WhatisVideoGameAddiction?

Gamingdisorderwasofficiallydefined asanaddictivehabitbytheWorld HealthOrganizationin2018.Ithas threeelements:alossofcontrolover one'sgaming,gaminggaining precedenceoverotheraspectsofone's life,andcontinuedusagedespite negativerepercussionsandpoor functioninginotherpartsofone'slife.

REASONSFORADDICTIVEARE VIDEOGAMES

Videogamesallowyoutoescape fromsocialconstraints.

Gamesprovideanescapefromthe confinesoftheofflineworld,ranging fromfantasysciencefictionrealmsto realisticfightingsituations.Thisis especiallytrueforpeoplewhosuffer fromsocialanxiety.Individualswho findsocialsettingsanxiety-provoking, confused,orover-stimulatingmay findofflinesocialengagement difficult.Gamesprovideasenseof freedomandcontrolasanescapefrom thelimitsofsocialanxiety Although videogamesprovideatemporary distraction,neglectingin-personsocial settingshasalong-termcost.Games givevirtualindependencewhile keepinganindividualreliantonthe gameasasortofescape,ratherthan addressingone'sconcernsandcoping withanxiety.Usinggamestoavoid difficultemotionscanleadto increaseduseovertime,makinginpersoninteractionevenmoredifficult.

Videogamesallowyouto experimentwithdifferentidentities.

Gamesallowplayerstotestout differentidentitieswithoutthelongtermsocialconsequencesofthe offlineworldbyexperimentingwith theirowngamingavatar.Thiscanbe particularlyappealingtothosewho areunhappywiththeirofflineidentity, havepoorself-esteem,orfeelunable toexpresscertainelementsoftheir identityintheirofflinesocialsituation. Identityexplorationthroughgames maybegoodandfreeing,butitcan alsobeharmfultoone'soffline identityandself-esteemdevelopment. Thisisespeciallytrueifgamesare usedasanescapeorastrategyto avoiddealingwithmoreseriousselfesteemissues.

Videogamesofferasenseof adventure.

Gamesprovideanendlessopportunity todiscovernewworlds.Gaming settingsprovideahighdegreeof explorationandexperimentation withoutthehazardsthatexistinthe offlineworldforindividualswhowant novelty Themodernworldmight appearmonotonous,especiallyifyou areboredandunsatisfiedwithyourjob oreducation.Gamingsettingsprovide anescapefromthehumdrumofdaily lifeandcanbeaddictingduetothe endlesspossibilitiestheyprovide.

Videogamesfacilitateaflowstate.

Flowstatesoccurwhenyouare entirelyinvolvedinatask.Thisisalso knownas"beinginthezone."Youmay losetrackoftimewhilefeeling invigoratedandfocused.Whenyou're doingsomethingdemandingbutnot toodifficult,you'llfindyourselfina flowcondition.Videogamesaremade toputplayersinaflowstatebytaxing themjustenoughtokeepthem interestedbutnottoomuch,and creatingasenseofpurposeasthey progress.Thesenseofpurposederived fromgamesiscomparabletothat derivedfromnon-gamingactivities. Lifeoutsideofgamingmayappearless interestingifgamesbecomethesole wayofaddressingthisdemandfora feelingofpurposeanddevelopment. Videogamesareaddictivebecause theyofferaneasierwaytomeetthis need,withouttherisksofworkingto meetthisneedoutsideofagaming environment.

Videogamesfacilitateasenseof progressthroughlevelingup.

Throughitspurposeorientation,games provideasensationofprogress. Furthermore,whenplayers'abilities develop,theygetasensationof mastery.Characterdevelopment,

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resourcecollection,levelingupto newsurroundings,andvarious pointsystemsallrepresentthis missionfocusandskill improvement.Thissensationof advancementmightbeespecially satisfyingforsomeonewhofeels stuckintheirofflinelife.Games satisfyourbasicdesiretosense progress,evenifitisonlyvirtual advancement.Avariable-ratio payoutscheduleisanother addictingcharacteristicfoundin manygames.Games,likeslot machines,includeelementsthat rewardplayersatrandom,keeping themhookedonasenseof suspense.Thisrewardmechanism iscommonlyknownaslootboxes.

Videogameswithnodefinedend encourageinfiniteplay.

Long-terminvestmentisencouragedin gameswithnofixedendpoint.Thismaybe addictingbecausethemoretimeandenergy someoneputsintoanactivity,themore difficultitistojuststopdoingit.Long-term engagementwithaparticularavataralso createsasenseofidentityinvolvement, makingitmoredifficulttoletgo.Longer gamingsessionsarealsoencouragedby gameswithnofixedfinish.Thisisthevideo gameequivalentofaNetflixmarathon. Gamingcangoonendlessly,potentially isolatingoneselffromtherestoftheworld.

CONCLUSION

Videogamesareaddictingbecausethey maysatisfyourpsychologicalneedsfor

autonomy,growth,andsocial connection.Videogamescreatean atmosphereinwhichpeoplecanfeel freeofsocialrestraints,socialanxiety, andfeelingofadventure.Througha goalorientationandthechancetolevel up,videogamesofferconveyasense ofpurposeandprogress.Finally,video gamesgiveavenueforpeopletobuild socialbondswithotherswhoshare theirinterests.Gamesmaybeutilized tosatisfythesedemandsonlinewhen theyarenotmetinone'soffline surroundings.Meetingone's requirementsthroughgamesrather thaninnon-gamingsituationsincreases theallureofgaming,makingit increasinglydifficulttomeetthese needsoutsideofit.

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