Tap into your potential – 12.09.2013

Edris Khamissa

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It's just content plus 11, Salaam Alaikum warahmatullahi wabarakatuh.

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Welcome to admission on radio Islam international it is Thursday morning. I usually have a guest on Thursday brother Idris camisa. He is currently visiting Canada and today is in the city of Vancouver. So we will be unable to contact these

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masses I will be doing the program was you alone today inshallah to deliver care very interesting thing very interesting insight into history. And this is the issue issue of the art of mass manipulation who invented celebrities? So this story that comes out of a website called on Islam dotnet. We're going to be looking at the art of mass manipulation and how do we now start or how have we started respecting and honoring and looking up to and being interested in celebrities? And how what is their role in US buying things out of emotion and the life they have. So we will be looking at this in Shanna has is a very interesting aspect and we are taking a look at that during

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the first half of our program perhaps. And then in the second half. We will look at a few different issues making worryfree decisions, particularly for Muslim sisters who feel uncertain when it comes to making decisions and are always uncertain what they should decide what they should choose. With me take a look at some advice on how to deal with that in some cases. So that's all coming up on this morning. Looking forward to your company. Stay tuned. We'll be back just after the break. Hey and say fabric and bridal Santa has a winning combination of luxurious and sophisticated fabric has transformed you in style but our luxurious fabrics. Our haberdashery department has the latest

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when the sun rises, it rises for everyone showing molana to nature starts on Monday to Thursday between 11 and 12pm live out of ermelo Mpumalanga, the place with the sunrises regular contributions by Milan as

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well as mature

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and Idris homies

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Welcome back to unreal Islam international in interesting article indeed who invented celebrities. question is do you know when when did celebrities and who taught people to look up to celebrities as role models?

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The person by the name of Edward Bernays is called the father of spin. And he practically invented the

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practice of mass manipulation techniques that are still used today to influence our decisions, not just our purchasing purchasing decisions, but even our political choices as well. It was him who said this is what he said. He said, If you could use propaganda for war, you could certainly use it for peace, propaganda got to be heard.

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bad word because of the chairman's using it. So what I did was to try to find some other words. So we found the word Council on public relations, it was the first time the word ever been used. Since the end of the 19th century,

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America had become a mess, industrial society. That was an image of an industrial society, these factories and people going to work and returning from work. And that was basically it.

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Millions of people clustered together in the cities. And bearnaise was now determined to find a way to manage and alter the way that these new crowds thought and felt for the benefit of the corporations that are trying to sell their products to the Another pro corporations had to sell the products to these people. But these people had

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a single focus and that is to, quote, do the work for us, for the country, and come home. And that was it was nothing further involved in included in this. No, they wouldn't spend on anything else, you wouldn't go into luxuries, they wouldn't explore different things, different colors, different days, different issues. And so the corporations were worried, how are you going to sell the things to them. So he was looking for a way of being able to sell to them not to do this, he turned to the writings of his uncle, Sigmund Freud. And he began to formulate the idea that you have to play to people's irrational emotions. And now he set out to experiment for the minds of the popular classes

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of people. His most dramatic experiment was to persuade woman to smoke, how did he get a woman to stop smoking listen to this, it's very, very interesting to give us a perspective of our behavior today, and whether we are affected by his principles of mass manipulation, that he is brought into the world. At that time, there was a taboo against women smoking. And the President of the American Tobacco Corporation asked this man Edward Bernays to find a way of breaking the taboo. So that is what he did. His plot involves persuading rich women to light and in inverted commas, what he called the torches of freedom in a public parade. He told all of these lyrics, when you go out onto the

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streets, you walk in the streets, and

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go in, like your cigarettes, and go and smoke publicly in the streets. And then on the other side, he tipped the media off, told them, you put the scandal on the front pages right across America. And when they put this in the front pages, the whole world was seeing what American rich women were doing on the streets, the rest is history, they just all went to Congress smoking because these rich and famous women for smoking, they stick was net irrelevant objects could become powerful emotional symbols of how you want to be seen by others. So he was being paid to sell more products to more people, he was not selling it to the intellect of people, but rather, to your irrational emotions.

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This is an important point for us to recognize. So he sold the product

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based on how the product promised to make you feel, regardless of how good the product actually was, or whether you even needed, the product at all, has nothing to do with the quality, or the comfort, or we didn't even use the quote comes with comfort but rather the quality or the build of the product. But it was more about how the product may or may made you feeling with this big breakthrough in his thinking. And in his approach. He basically rescued American mass production manufacturers from worrying that there would come a point when people had enough goods simply stop buying because this was the trend. And this was the line that people are going in that if we had a

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Say for example, if you had a vacuum cleaner in your home,

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then we'll I don't even know it was invented by that time. So for example, if you had a stove in your home people say okay, my first stove I don't need another stove. Excuse me the speeches that teaches that pieces, I've got a shoe and the shoe is serving its purpose I don't need a shoe that is going to make me step one in this game to make me jump higher make me walk faster, make me feel better now. Or I have this clothes and this is sufficient for me. I don't need clothes that are made out of this rule and that rule it makes me feel this like they're like this and like that and like ever and so

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people would have a

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mass production, corporations were afraid that people would now not want to indulge in other things and buy different types of products. So he rescued these corporations by appealing to how the product made the masses feel.

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Sorry, how the product lead the message feel, not how the product actually was in the quality of the product up until that moment,

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whether it is shoes, cars, whatever it was furniture, they were promoted as functional items, who advertised for the cheer ability, and how long will they last. And the purpose to be served that the shoe would is like this. And this is what it's used for whatever else

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good qualities of the shoe and people would buy it based on that. Now, he made the corporation's realize that they can sell a lot more of the items if they shifted the direct strategy to a more manipulative technique. And one leading Wall Street banker wrote, We must shift America from a needs for a desires culture, people must be trained to desire to want new things, even before the old had been entirely consumed, we must shape a new mentality in America. Man's desires must overshadow his needs. And this is the principle to the corporations use. And this is how they manipulate

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us as consumers and they will be manipulate our thinking. And our mind. It was just yesterday, just yesterday was the launch of the iPhone five s. And there was a huge

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excitement on the internet and social media and Twitter. And it's fine. People say Oh, I wish I could get my hands on it. And I really looking forward to the everybody knows the specs of the iPhone. And many of us do that we have functional cell phones, but we are desiring we always want the later model, or what is seemingly the better model that would seemingly make us more productive in just one tweet

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that I read the other days that the greatest deception of modern times is that newer technology equals better productivity, the great deception because newer technology will not necessarily make us more productive it is how much we give in

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another issue. Another tactic used by bunnies was that he used famous people to sell products and ideas. So he began to create many of the techniques of mass consumer persuasion that we are now living with, was employed by William Randolph Hearst to promote his new women's magazines. So Bernays claim alized them, he put articles in advertisements that linked products made by others of his clients to fill it to famous film stars, who also his clients, his film stars with his clients, and the corporations wanted to sell the items were his clients, and so healing these articles, and those advertisements together, and then he's also began the practice of product placement in movies.

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And what he would do and you know, what is product placement is movies when Superman uses a particular brand of cell phone, or when the famous hero drives a particular brand of car, or when he

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wears a particular name of shoe or, you know, different clothing labels that the sports people etc. Use that is product placement. And this is what influences our buying our spending decisions. And he also dressed the size of the film's premieres with clothes and jewelry from other firms that he represented. And so he created the red carpet legend for both the actors and the viewers. And people who read the magazines and newspapers and who caught the news websites and things like that. They will see that often said okay, this person was dressed like this and this person was wearing a dress from Versace and this person was wearing shoes from Jimmy Choo or this person was wearing

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libertines, whatever, whatever, whatever. And so this is what he introduced and he started off these film stars was made clothing from these different corporations and companies. And so people say okay, now this celebrity wears this thing. So I think it should be a good product and good thing and I think I should also wear sneakers

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Red Carpet legend. And until then there wasn't an issue of red carpet and who comes dressed as what and how they come dressed. But then from then that whole culture started off. And then he employed psychologists to issue reports that said, products are good for you. So he paid the psychologist and the psychologist

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twisted and bent and

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manufactured and produced these said reports. And the reports said that Well, okay, no, these products, this product is good for you this product to make you feel better scars will make you sleep better, make you more productive, make you happier. And then he pretended that these were independent studies. He paid celebrities to repeat the new and essential message that you bought things not just for need to express your in a sense of yourself, for others. And this is what celebrities would, would repeat often in a public appearances, that you have brought both things not just for need, but to express your inner sense of self to others. And so that is why we have these

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different motor vehicles in our individual. So you go into buying a motor vehicle, and you stack it up into this color, leather and that plastic finish. And these extra features that extra electronics and that extra ram or that

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thickness and broadness of attire that color that plastic finish. And then using I'm an individual because I'm expressing myself through my motor vehicles, this makes the consumer feel great if in fact it strokes, the consumers ego, and so the consumer would buy more and more. And similarly, with everything else, as well. So he became famous, he became very famous and he was seen as the man who understood the mind of the crowd, many 24 as president of America called President Coolidge, as the press portrayed him as a dull human speaker. And so the president contacted this Edward Bernays, and told him what his problem was. So he did the same with him as he did with the products. And he

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persuaded 34 famous film stars to visit the White House and for the first time politics became involved with public relations. The next day, every newspaper in the United States had a front page story. President Coolidge entertains actors at White House, and then he became popular became famous, popular politics became popular, and famous. And this gives us a good insight into how

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actors, singers, football players, sports stars, all of these different types of people have been turned into our minds into so called heroes, the so called idols. And he's taught us to basically worship these individuals. And in actual fact, if we really think about it, we really think about it. And we ponder and sister way what these people have done, you won't find anything particularly heroic about any of the activities that these people do. But this man called Edward Bernays managed to convince the world famous people actually automatically credible role models to follow and emulate in every move. And that's why you find people the world over wherever you go, they would be

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wanting to follow in emulate these famous people. And we know this is something that we need to understand needs to really grasp. The link is very obvious.

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In the scheme, rational and emotional link, this is what it is. There's no connection between somebody's ability to act, sing or to sports, and their moral values or intellectual abilities. And this is what we need to understand that if a person is able to act, it doesn't mean that this person has high moral values. It doesn't mean that this person is intelligent, this person is able to sing is a popular good singer doesn't mean that this person has high moral values. In actual fact, what we are seeing, transpiring in these recent days is that the people who act and sing have some of the lowest moral values. And this is just scraping. This is just scraping the surface. If you have to

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dig deep and look deeper into the lives, you will find that they are actually morally perhaps the worst of society unless panatela protect us. Also, if a person does what's even indicate the person's intelligence doesn't indicate the person has high moral values. Well

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question comes at Why is his trick still working? Why is he still working? His legacy of deception and mass manipulation still lives on today. And we are all falling for it exactly. Like our gullible great grandparents fell for it and the system is used over and over again. And all that is happening is that we are going to we are falling more and more into this consumerism trap. And now we understand why consumerism and materialism is so important for us because it appeals and through the system that he's using, it is appealing to our emotions, our irrational emotions, stroking our ego making us feel better and we are buying products more because of how they make us feel rather than

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the practical application and the abilities of the products. It's just convenient nine minutes before 12 listening to a MasterCard lady some international inshallah will continue after this break. Stay tuned.

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May peace be upon him has said announce your marriage, marriage and

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momentous occasion.

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When the sun rises, it rises for everyone showing Milena Genie just sat on Monday to Thursday between 11 and 12pm live out of ermelo Mpumalanga, the place where the sunrises regular contributions Llangollen as

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well as mature

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and Idris homies

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Welcome back to our mushrik on radio Islam International. We spoke about consumerism, and we spoke about how this person Edward Bernays

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is has changed the minds of people. That's just one example. Just one example. This is from a book

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by him he says take the case of toothpaste for instance, here is a highly competitive field in which the preponderance of public acceptance of one product over another can very legitimately rest in inherent values over what happens in this field. So what he's saying here is that the toothpaste industry is very competitive, and whatever the public takes

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This is going to have a great effect over the sales of the opposition's products, which is one or two of the large manufacturers have asserted advantages for the toothpaste, which no single toothpaste discovered up to the present time and possibly have the competing manufacturers put in the position either of over emphasizing and already exaggerated emphasis of letting the over emphasis of his competitors take away his markets. It is the weapon of propaganda, which can effectively through various channels of approach to the public, the dental clinics, the schools, the women's clubs, the medical colleges, dental press, and even the Daily Press bring to the public the

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truth of what the toothpaste can do. This will of course have its effect in making honesty advertise toothpaste, get to its real public. So, diseases telling you about how

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the

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toothpaste is advertised and how toothpaste a simple thing like toothpaste is how it makes us feel and why we would go ahead and buy a particular brand of toothpaste. Well,

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that is that and we make Dr. Hamilton I grant us all understanding and Allah subhanaw taala free as they will do either to sort of muscle on Islam has taught us to recite in the morning and in the evening is simple. But it will protect us from issues like this alarm in our speaker, mean and zillah zillah builder of Allah, Allah, Allah, Allah, O

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Allah O Allah Obama era, oh pujara oh, la empresa de la sala Alison says that all I seek protection in you from that I should slip up, or that I should be made, of course, to make mistakes. I see protecting you that I should

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go astray. For this I should be led astray, I seek protection in you that I should commit any act of ignorance, or that some act of ignorance should be carried, committed on me. And online seek protection that I should oppress anyone, or that I should be oppressed by anyone in our life, we read this to our we can see that the meaning of this dry seeking protection in Allah subhanho wa Taala, from all these different types of things. And from all this type of propaganda, and this type of,

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of, of emotions and these emotions that are going to, again, take ahold of us and influence our decisions. It was just yesterday that I was speaking to my children in telling them about the importance of the decisions that we take in our lives and how those decisions then affect us many years on and for a long time, they asked how these decisions would affect us. And that brings us to our next thing of making decisions and the decisions that we want to make. Also.

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It ties up with the top of this this topic of being manipulated in our consumer decisions, and how to make worryfree decisions. Often you hear the term from our sisters, I can't make decisions. I always worry that things won't turn out like I'm indecisive. I tend to think too much. Sisters, I don't feel confident about my decisions. Many people have found themselves saying this now, we often hear phrases like these, and wanting over decisions is a real issue for many people, for many sisters, particularly

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many sisters a very are taking decisions, especially major decisions. They take a long time thinking about this decisions. And then they imagine all the worst possible scenarios that could ever possibly occur. And we trust their ideas around the head the worry for these and then they end up not moving forward at all. It's not that they don't make a decision they do but the decision is often

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that they won't want to make any changes and they want to stay within the familiar zone. No matter how uncomfortable is familiar zone is they don't move forward at all. Some sisters then act on the decisions but afterwards they go over and over what they did. And then they berate themselves for not having done better and not having done more or not having done less. And they don't look for the possible good in what was done. And they just look at what we perceive as being dead or wrong. Now this is a sad situation.

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Be so much of joy, so much of pleasure, so much of satisfaction, people are missing out. So much of time that is needlessly wasted in making those decisions. For the remedy to this, firstly,

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let us look at these few things. And now, while we looking at this remedy, think about the consumerism and thinking about being manipulated by this mass market that we are in and being manipulated by the movie, movies, TV, and the advertisements that we see. And think about how important it is to make a decision before committing to anyone, for example, you can be manipulated into getting a particular type of cell phone, because of the way it's going to make you feel like for example, just industry, we started advertising the new Samsung Galaxy Note three, and it

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comes with this sort of processor in it in this type of screen these features in this operating system, whatever, whatever is in that mobile phone, and as if this could make you productive and better sound quality, better picture quality, and it's going to make it and then people would say that if you know this is the cell phone for this is what I want. And then

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they're going to then say that, okay, I can't afford it outright, because via cell phone like that, because one of the sales shops in this as in the price of the cell phone, and it's gonna cost you about 910 1000 reigns, and so is your calco and take contract to get hold of that cell phone. And the contract is 500 a month, or 600 or seven 700 I can afford them every month, but then calculated now you're gonna face so much of money. But it's not just for one month, it's going to continue for 24 months. If you take that amount of paying for your cell phone contract everage for an expensive phone, like the one I'm talking about,

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if you're playing 600 ends a month, we take the conservative figure

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or just say 500 even more conservative, and we multiply it by 24 months, that's 12,000 reigns that you have put into a mobile device. Now that you've put the 12,000 men with a mobile device, what could you have done? What alternatives could you have spent that 12,000 Rams in if your father was a wife and children, then you could have used that money as a holiday package for your children you're taking out you're taking the children out for a nice, nice little break, you could have spent that money in ridding yourself of some of the debts that you may be having paying off your house paying off your car being sooner free of debt, or you could have spent that money on your home, it just

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invested that money in some halaal investment, and you could have allowed that money to grow.

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And so, you know, there's a lot that you could have done with that instead of just holding a cell phone in your hand spending hours, the cell phone is a distraction away for the teacher attention away from your family, it distracts you from anything everything, think about it carefully. So, what is it was that while we are looking at how to make a decision, and how to be decisive is think about that consumerism and how we are affected by mass media. And these steps on making a decision should inshallah assist us in not being influenced just by emotion and how productive makes us feel rather by the need and the practical application of that. inshallah. So the first thing is define the

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situation, the first stage of making a decision system in feathers as well. Is that

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clear on what the decision is about? It might sound too obvious, but until you really analyze what you want to change and achieve and whether it fits in with your personal goals. You will be spending time on the wrong decision. You don't even know what you're deciding on first, is it that you just want to lose 10 kilo grams in weight? Or do you also want your husband and children to lose weight? Do you just want to get a new job? Or do you want a job that enables you to better meet your responsibilities? Maybe more than one thing that you have to factor in when you are making a decision to state your desired outcome? What do you want in the end in a positive way so you know

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precisely what you hope to achieve. And don't just say I will just stop spending so much time alone.

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You could decide that I want to meet some new sisters and people who have common interests with so define the situation whatever you're deciding on first define it. Second is generate alternatives in script depend on the complexity of the decision how long the stage will take.

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complex decisions could necessitate that you sit down with a piece

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have paper or your journal, and you brainstorm as many options as possible. And follow sets of ideas, see where they take you let your imagination run wild and you can also eliminate the ludicrous ideas later on the middle of them, you might just come up with a creative way to deal with the situation. So generate alternatives and may also be useful to do this exercise with someone else so that we can bounce ideas off each other and come up with novel solutions. So is there an alternative to the decision that I want to take also make a city Shara Shara means make Masha one of the characteristics of the believers is that we're a motorhome sure avena home that the methods are

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discussed there are decided by mutual consultation.

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So, once you have generated your own options of what is available to you seek information from trustworthy knowledgeable people.

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They may it may mean consulting a dietician or maybe a career coach or you know you call resist an internet you look for,

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for professionals in depth, or you go to the cinema or you go to elders or whatever it is.

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Go to people and make mushara about the decision that you want to take. Don't take too long. You know, it may turn into a means of avoiding the decision but make Matura and once you've got as much information as you as you can have, now you weigh up the pros and cons of the information that you have and you either write them down so you can work through them or whatever your preferred style and maybe you can just weigh them up mentally as well. Depending on the type of decision that make this dishonor for Allah subhanho wa Taala This is important, everything what a lot of my family was thirdly Allah you choose for me

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Allahumma Alemany Marashi the memorial, our evening shadiness Allah, guide me to the best of my matters, and save me from the evil of myself. And so you make this disorder or you make the lungs of istikhara, which we have learned a lot in the St. Nicholas stockbroker, the quadratic, the whole long drive acid,

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the whole long blah, and you ask Allah subhanaw taala as assistance and guidance in what the best decision should be. And so make this decision. And then you make a decision. And make sure that you are in a good frame of mind when you want to make a decision, that your thoughts appear that you are not stressed, you've done his desira you have done mushara follow whatever you are inclined to and whatever you feel inspired to do, and accept what Allah Allah has guided you and listen to what your heart is telling you. You've done the research. Now it's time to listen to your heart. And if you

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so don't insist on doing what you were inclined to do previously, whatever your heart is inclined to do after this is the Syrah and this is what you follow. And the important part is once you have made a decision, either way, the assumptive Pathak, Allah, Allah, when you have made a decision and put your trust in Allah subhanho wa Taala, that you can anticipate what the consequences will be from your decision, except whatever result the last panatela has presented to you and Allah has given to you whether you think it's good or bad, it was what will what was meant to be in the best for you in the long term for civil law, civil law.

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So that no state law will truly believe until he believes in the of the good and the evil until he realizes that what has befallen him, was not going to mess him and that to which missed him was not meant to be for him. So put your trust in Allah subhanaw taala. And don't fret in few minutes after that I chose the wrong thing and just the wrong step I took in I shouldn't have done this in the latter, colo

00:39:09--> 00:39:23

don't say lo don't say if I did this, if I chose this things would have been different. If I did this thing would have been different. Don't say whatever is done is done. Whatever is water under the bridge under the bridge has passed already. Now.

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You have to live with what decision you have taken and act on your decision step forward with confidence that Allah subhanaw taala his world for you to do what we are doing now. And do it the best that you can do that is the important thing that you do whatever you're doing, doing the best that you can do. Give it your time. Give it your education, give it your commitment, and do it the best that you can do. And after you've taken the decision to gain more information, you realize that Another cause of action would have been better if it is possible to change paths. It's then you can change paths

00:40:00--> 00:40:00

And

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no, there's very few things in life that are fixed in stone, that we can be changed. But no, you take your action to the best that you can do and whatever decision you have taken, make sure that you treat the best that is the important thing. Sometimes we don't if things Allah subhanaw taala has chosen a certain path for us.

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But we don't give it our full attention and returns with our full dedication and devotion. And then we turn around and say that this thing wasn't good for me. And we haven't given it our our properties and our proper commitment. And then we say it's not good for me now. We have to give things a full commitment and inshallah, through that, Allah subhanaw taala assistance and others help will be with us and Allah Subhana Allah make it successful for us inshallah, Allah says, well, it's just about nine minutes before 12 We'll take a short break, and we'll be back just after that station. Classic creations is having a massive clearance half pricey Yes. pricey on.

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With the sunrises it rises for everyone showing molana geniza SATs on Monday to Thursday between 11 and 12pm live out of ermelo Mpumalanga, the place with the sunrises regular contributions by Milan as

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well as mature

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and Idris homies

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seven minutes before 12 Welcome back to American radio Islam International, we went through this discussion very interesting discussion indeed. And it's very, very important for every one of us to be very careful about how

00:43:38--> 00:44:22

we make our decisions and what influences our decisions and our decisions should be based on trust in Allah subhana wa tada and making istikhara with Allah subhanaw taala because we want to save in whatever we do in whatever decision we are going to be taking. And we sometimes leave these taharah just for marriage or leave is dishonor for a big thing like moving from one country to another or for a big thing like that. But we should make this disarm more often and bring it a make it a regular feature in our lives that we treat for even smaller things and we taught you the door to our viscera, we belong to our you have a VISTA fan and then you have the short advisor is different. A

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lot of my family was attorney was clearly a lot of mad at him. Nima Rashida olivarez Neiman sharina. See, these are the shorter two hours of is different.

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And also the drive that it taught you for the morning and evening online secret actually knew that I should slip and make mistakes or I should be caused to slip and at the end of the dryer. So these are the drivers that we should try and read and we should use them. When it comes time to making our decisions. Decisions are the important things in our life that they have to be made correctly. They have to be really

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carefully considered before they are made, and don't make things don't decide things in a hurry. carefully consider all the options before you make a decision and Allah subhanaw taala is helpful be with you and inshallah you will see less regret in your life inshallah it's just enough five to 12 Listen, are you listening to our music on ladies time international shipment my studio operators available this morning she can to you for listening any feedback You're most welcome to emails [email protected] Stay tuned to release time international for myself as Rahmani Kumara Allahu barakato. Done