Ever since my first psychology lecture, I have been fascinated by the nature of human memory. Indeed, human memory is one of the most tenacious and enigmatic problems ever faced by philosophers and psychologists. The discussion of memory dates back to the early Greeks when Plato and Aristotle originally likened it to a "wax tablet." In 1890, pioneer William James adopted the metaphorical framework and equated memory to a "house" to which thirty years later Sigmund Freud chimed that memory was closer to "rooms in a house." In 1968, Atkinson and Shrifren retained the metaphorical framework but referred to memory as "stores". The fact that the controversy surrounding human memory has been marked more by analogy than definition suggests, however, that memory is a far more complex phenomenon than has been uncovered thus far. I intend to spend the rest of my professional life researching the nature of human memory and solving the riddle posed yet cunningly dodged by generations of philosophers and psychologists. 

When I first came to psychology, however, I wanted to be a clinical psychologist. Only upon enrolling in Dr. Helga Noice's Cognitive Psychology course, did I discover the excitement of doing research. The course required us to test our own autobiographical memory by conducting an experiment similar to the one run in 1986 by W. Wagenaar. Over the course of the term, I recorded events from my personal life on event cards and set them aside without reviewing them. After studying the effect serial position on the recollection of autobiographical memories, I hypothesized that events that, when I sat down at the end of therm to recall those same events I had described on the event cards, that events that had occurred later in the term would be recalled with greater frequency than events that had occurred earlier. Although the experiment was of simple design and predictable results, I found the processes incredibly exciting. Autobiographical memory in particular fascinated me because I realized how crucial, yet fragile, memory is. Why was my memory of even ten weeks so imperfect? What factors contributed to that imperfection? Could such factors be controlled? 

I had ignited my passion for experimental psychology. Suddenly, I had many pressing questions about memory that I wanted to research. Under the guidance of Dr. Noice, I continued to study human memory. I worked closely with Dr. Noice on several research experiments involving expert memory, specifically the memory of professional actors. Dr. Noice would select a scene from a play and then a professional actor would score it for beats, that is, go through the scene grouping sections of dialogue together according to the intent of the character. Some actors use this method to learn dialogue rather than rote memorization. After they were finished, I would type up the scene and the cued recall test. Next, I would moderate the experimental sessions by scoring the actor's cued recall for accuracy and then helping with the statistical analysis. My work culminated with my paper, "Teaching Students to Remember Complex Material Through the Use of Professional Actors' Learning Strategies." My paper accompanied a poster presentation at the Third Annual Tri-State Undergraduate Psychology Conference. In addition, I presented a related paper entitled "Type of Learning Strategy and Verbatim Retention of Complex Material" at the ILLOWA (Illinois-Iowa) Conference the following year. Again, I was involved in all aspects of the experiment, from typing the protocol and administering it to the subjects to analyzing the data and finally presenting my results.

The opportunity to perform this research was invaluable, particularly as I began taking independent research seminars in my senior year. For the seminars, I was required to write an extensive review of the literature and then design a research proposal on any topic of my choice. Although I had participated in all aspects of research previously, this was my first opportunity to select my own topic. I was immediately certain that I wanted to explore at human memory. But I spent a long time considering what aspect of memory I found most intriguing and possible to tackle within the confines of the research seminar. I had always been interested in the legal implications of memory, so I to investigate eyewitness memory. 

In retrospect, my choice was also informed by my recollection about an experiment I had read about several years earlier. In the experiment, subjects read about Helen Keller. Later they were given a recall test. Still later they were given an additional test to determine the source of their knowledge about Helen Keller. The authors discovered that subjects could not determine the source of their knowledge, that is, they could not distinguish whether specific details of their knowledge about Helen Keller came from the information provided by the experimenters or if the details came from another source at an earlier time. Once their new knowledge about Helen Keller had been assimilated into their previous knowledge about Helen Keller, there was no way to separate the information according to the source it came from. 

I wondered what the implications of that conclusion would be for eyewitnesses. I wondered if an eyewitness account could be corrupted by misleading post-event information. My research proposal was entitled "The Rate of Memory Trace Decay and its Effect on Eyewitness Accuracy." While I was not able to complete the experiment in its entirety, I was excited by the fact that I created a possible research protocol. Immediately, I knew I wanted to pursue the field of experimental psychology. My success in course work and my passion for research demonstrated to me that I had both the interest and ability to enter this challenging and rewording field. 

I have dedicated my undergraduate years to preparing myself for graduate work in experimental psychology. Once receive my doctorate, I intend to pursue research on human memory while teaching psychology to undergraduates at a small, liberal arts college, similar to the one I attended. It was, after all, my undergraduate research experience that gave me the opportunity to come to psychology with an interest in counseling people, but to leave with a passion for investigating the nature of human thinking. Undergraduates at smaller liberal arts colleges are often left out of research, which makes my desire to provide such experiences that much stronger. In the years ahead, I look forward to teaching as well as continuing my research. In the company of such greats as Aristotle, James, and Freud, I endeavor to leave behind my own contribution on the nature of human memory. 

Why Qualified? Essay Two

"To be nobody but yourself--in a world which is doing its best, night and day, to make you everybody else--means to fight the hardest battle which any human being can fight; and never stop fighting." When I first read this passage by E.E. Cummings, I realized I have been fighting the same battle my whole life. When choosing the direction for my future, I have often accepted jobs based on a compromise between my own dreams and what others thought my dreams should be. This, of course, has led to an unfulfilling career. 

Looking back, I always knew that I wanted to work in public service; but I also knew my staunchly conservative father would not be pleased. To him, the government is too big, too intrusive and too wasteful. I see things differently. And yet, his approval means a lot to me and his opinion has certainly influenced my the direction of my career. But I have finally come to understand that I must pursue my own path. After careful deliberation, I am confident that public service is, without a doubt, the right career for me. 

Ever since my childhood I have detected in myself a certain compassion and innate desire to help others. I was the kid that dragged in every stray cat or dog I came across--and I still do. When I was eight years old, I rescued a rat from my sister's psychology lab and brought her home. I even coaxed my father into taking Alice--I called her Alice--to the vet when she became ill. But aside from my humanitarian kindness to animals, as a child I learned first-hand about America's need to reform and improve medical care. I spent years of my childhood on crutches and in hospitals because of a tumor that hindered the growth of my leg. Without adequate health insurance and proper care, I might still be on crutches, but I was fortunate. Today, as a public servant, I still desire to help others who are not so fortunate. Providing health care to 44 million uninsured Americans, while keeping insurance affordable, is one of the most difficult challenges facing policymakers. I want to work in state or local government to resolve this health care crisis and ensure that the disadvantaged get the care they need and deserve. 

In order to succeed in my endeavors toward public service, I now realize that a master's degree in public policy is essential. But when I graduated from college in 1990, I didn't know how to continue my education, only that I should. For a while, I considered such options as law school or international relations, but I always returned to my desire to impact public life. My career in public policy began as a legislative assistant at the American Legislative Exchange Council (ALEC), a non-profit educational organization that couples voices from the state legislature and the private sector to work on salient policy issues. My enthusiasm for ALEC's mission was evident, as I quickly moved up from legislative assistant to the director of two task forces. As manager of ALEC's task force on federalism and its tax and fiscal policy task force, I explored these issues thoroughly, never quite satiating my appetite for more information and knowledge. I found my integral role in the legislative process to be the most valuable and worthwhile experience I've had in my career to date. 

Following ALEC, I took a position as a junior lobbyist for the Automotive Parts and Accessories Association (APAA). As a lobbyist, I voiced the APAA's concern over regulatory and environmental issues affecting the automotive aftermarket. Although I was able to help small automotive parts manufacturers battle the "Big Three" automakers, I quickly realized that being an advocate for the automotive aftermarket was not my calling in life. I wanted to promote policies which had the potential to improve life for the greater public, for I could not see myself spending a lifetime working within an isolated industry.

With that frame of mind, I accepted employment as a policy analyst in the National Federation of Independent Business (NFIB) research department in Washington, D.C. Helping small business owners is a cause close to my heart. For nearly 30 years, my family has owned a barbecue restaurant in the Washington, D.C. area. I've worked in the business at several different times, since the age of 14. Because of my involvement in my family's business, I understand the unique problems facing small business owners. At the NFIB, I valued my contributions because I know small businesses have a huge economic impact on our country and they are unquestionably an important constituency. Nevertheless, I felt uncomfortable working for a special interest group--even for one I deeply cared about. 

From my experiences at the APAA and the NFIB, I have learned how I want to shape my future. My goals are now clear: I want to develop and advocate policy decisions that will benefit society as a whole, not just a few influential special interest groups. I want to uncover the objective truth of issues and tackle them in the best interests of the nation, not distort the facts for the benefit of a small group. I know I am able to look beyond partisan politics to solve problems for this country. Because of these unbending desires to reveal truth and to remain committed to fair and equal advancement for all citizens, I think of myself as an ideal candidate for public service. 

Additionally, I consider my active interest in politics to aid my pursuit of a career in public policy. I've always found my interest in politics exceptional, ever since my college roommates used to tease me for faithfully watching C-SPAN. However, my faith in the political process began to wane as I witnessed sensible public policy proposals torn apart by partisan conflict. I saw advocacy groups distort facts, and provide extreme, over-blown examples, jeopardizing prudent policy decisions. I observed how powerful elected officials, ensnared in their own partisan rancor, would block fair and balanced legislation which offered the most practical solution for their constituents. But I also encountered many thoughtful and wise people who devote their lives to public service. These devoted individuals inspired me. Like them, I want to be actively involved in the design and delivery of essential government services that improve the lives of the citizens in our society today. I am positive that by avoiding partisanship and urging the private industry, the public sector and non-profit groups to collaborate, many difficult problems can be resolved. 

In order to be an effective public servant, I recognize the indispensability of an advanced degree. I've gained a lot of "real world" experience, but I need more training in the fundamentals of economics and statistics, as well as direction in sharpening my analytical and quantitative skills. I also want to devote time to studying the ethical dimensions of policy decisions. In graduate school, I'll have the opportunity to truly understand and appreciate the competing interests surrounding so many complex issues like health care reform, environmental protection and economic policy. 

I've chosen Duke's public policy program for several reasons. Duke's program stands out because there is an emphasis on quantitative and analytical skills, which are so critical to policy analysis. As I mentioned, I feel that if I can strengthen my ability to approach problems logically and systematically, I will have succeeded in sharpening skills I consider necessary to succeed in the public realm. And possibly even more importantly, Duke's program bridges the gap between abstract principles and reality. This interdisciplinary approach is essential for responding to today's policy problems. I am excited by the possibility of combining the MPP program with the Health Policy Certificate Program. I am particularly interested in studying the problem of reforming state health to reduce the number of uninsured, and I believe Duke's curriculum will offer me a chance to do just that. From my own research into Duke, I feel confident in my knowledge of the public policy program and its potential to teach me. And after meeting with Helen Ladd, the Director of Graduate Studies, I'm even more convinced that Duke's program is right for me. 

On the road "to be nobody but" myself, I've encountered twists and turns, and some detours--it is unquestionably the hardest battle I could fight. However, in the process, I've accumulated a tremendous amount of valuable experience and knowledge. My diversity of experience is my biggest asset. Because I can relate a Duke education to concrete examples from my own past, it is the perfect time for me to join the public policy program. I know that my past can be used to prepare myself for the promises of the future. At Duke, I hope to synthesize the two and truly learn what it means to become myself.

Perhaps the most important influence that has shaped the person I am today is my upbringing in a traditional family-oriented Persian and Zoroastrian culture. My family has been an important source of support in all of the decisions I have made, and Zoroastrianism's three basic tenets-good words, good deeds, and good thoughts-have been my guiding principles in life. Not only do I try to do things for others, but I always push myself to be the best that I can be in all aspects of my life. I saw early the doors and opportunities that a good education can open up; thus, I particularly tried hard to do well in school.

Another important experience that has had a large influence on me the past few years has been college. Going from high school to college was a significant change. College required a major overhaul of my time-management techniques as the number of things to do mushroomed. In high school, I was in the honors program, with the same cohort of students in all my classes. Thus, I was exposed little to people very different from myself. College, on the other hand, is full of diversity. I have people of all backgrounds and abilities in my classes, and I have been fortunate enough to meet quite a few of them. This experience has made me more tolerant of differences. Furthermore, a variety of classes such as the Humanities Core Course, in which we specifically studied differences in race, gender, and belief systems, have liberalized my world view.

My undergraduate research has occupied a large portion of my time in college. Along with this experience have come knowledge and skills that could never be gained in the classroom. I have gained a better appreciation for the medical discoverers and discoveries of the past and the years of frustration endured and satisfaction enjoyed by scientists. I have also learned to deal better with the disappointments and frustrations that result when things do not always go as one expects them to. My research experience was also important to me in that it broadened my view of the medical field. Research permitted me to meet a few medical doctors who have clinical practices and yet are able to conduct research at the university. This has made me seriously consider combining research with a clinical practice in my own career.

From my earliest memories, I can always remember being interested in meteorology. I believe that this interest sparked my love for the outdoors, while my interest in medicine molded my desire for healthy living. As a result of these two influences, I try to follow an active exercise routine taking place mostly in the outdoors. I enjoy running and mountain biking in the local hills and mountains, along with hiking and backpacking. All of these activities have made me concerned about the environment and my place in it.

My longtime fascination with politics and international affairs is reflected in my participation, starting in high school, in activities such as student council, school board meetings, Vietnam war protests, the McCarthy campaign, and the grape boycott. As each new cause came along, I was always ready to go to Washington or the state capital to wave a sign or chant slogans. Although I look back on these activities today with some chagrin, I realize they did help me to develop, at an early age, a sense of concern for social and political issues and a genuine desire to play a role.

As an undergraduate, I was more interested in social than academic development. During my last two years, I became involved with drugs and alcohol and devoted little time to my studies, doing only as much as was necessary to maintain a B average. After graduation my drug use became progressively worse; without the motivation or ability to look for a career job, I worked for a time in a factory and then, for three years, as a cab driver in New York City.

In 1980 I finally ''hit bottom'' and became willing to accept help. I joined both Alcoholics Anonymous and Narcotics Anonymous, and for the next several years the primary business of my life was recovery. Although I had several ''slips'' in the beginning, I have now enjoyed nearly seven years of complete freedom from drug and alcohol use. I mention my bout with addiction because I think it is important in answering two issues that presumably will be of concern to the admissions committee: my lackluster undergraduate record and the fact that I have waited until the age of 34 to begin preparing academically for a career in public policy. It would be an oversimplification to call addiction the cause for either of these things; rather I would say it was the most obvious manifestation of an underlying immaturity that characterized my post adolescent years. More importantly, the discipline of recovery has had a significant impact on my overall emotional growth.

During the last years of my addiction I was completely oblivious to the world around me. Until 1983 I didn't even realize that there had been a revolution in Nicaragua or that one was going on in El Salvador. Then I rejoined the Quaker Meeting, in which I had been raised as a child, and quickly gravitated to its Peace and Social Order Committee. They were just then initiating a project to help refugees from Central America, and I joined enthusiastically in the work. I began reading about Central America and, later, teaching myself Spanish. I got to know refugees who were victims of poverty and oppression, became more grateful for my own economic and educational advantages, and developed a strong desire to give something back by working to provide opportunities to those who have not been so lucky.

In 1986 I went to Nicaragua to pick coffee for two weeks. This trip changed my whole outlook on both the United States and the underdeveloped world. The combination of living for two weeks amid poverty and engaging in long political discussions with my fellow coffee pickers, including several well-educated professionals who held views significantly to the left of mine, profoundly shook my world view. I came back humbled, aware of how little I knew about the world and eager to learn more. I began raiding the public library for everything I could find on the Third World and started subscribing to a wide variety of periodicals, from scholarly journals such as Foreign Affairs and Asian Survey to obscure newsletters such as Through Our Eyes (published by U.S. citizens living in Nicaragua).

Over the intervening two years, my interest has gradually focused on economics. I have come to realize that economic development (including equitable distribution of wealth) is the key to peace and social justice, both at home and in the Third World. I didn't study economics in college and have found it difficult to understand the economic issues that are at the heart of many policy decisions. At the same time, though, I am fascinated by the subject. Given my belief that basic economic needs are among the most fundamental of human rights, how can society best go about providing for them? Although I call myself an idealist, I'm convinced that true idealism must be pragmatic. I am not impressed, for example, by simplistic formulations that require people to be better than they are. As a Quaker I believe that the means are inseparable from the end; as an American I believe that democracy and freedom of expression are essential elements of a just society, though I'm not wedded to the idea that our version of democracy is the only legitimate one.

Although I have carved out a comfortable niche in my present job, with a responsible position and a good salary, I have become increasingly dissatisfied with the prospect of a career in business applications programming. More and more of my time and energy is now being absorbed by community activities. After getting my master's in public administration, I would like to work in the area of economic development in the Third World, particularly Latin America. The setting might be a private (possibly church-based) development agency, the UN, the OAS, one of the multilateral development banks, or a government agency. What I need from graduate school is the academic foundation for such a career. What I offer in return is a perspective that comes from significant involvement in policy issues at the grass roots level, where they originate and ultimately must be resolved.

Once in a while I am approached by past research associates who heard that I "got out," as several of them put it, and who want to know how I handled the switch. Some of them have no idea that people with science backgrounds have options other than research and teaching, and many are discouraged by the thought that they would have to leave their beloved science in other to engage in those activities. Several of them have called me from home to ask these questions, for fear of being overheard at the laboratory.

The first thing I tell them is that there is far more to science than the "bench." I myself entered the science field as an undergraduate, when I chose to study veterinary microbial genetics. I worked in the laboratory of Dr. William Sischo, an epidemiologist who specialized in number-crunching but who needed technical assistance with field sampling and laboratory work to generate the data. Dr. Sischo instilled in me a strong desire to learn about and experiment in genetics. I was fascinated by the many ways genetics can be used to help understand how or why certain biological functions occur, and I wondered how I could use my knowledge of genetics to benefit society.

After I obtained my bachelor of science degree, I went on to graduate school earning a master of science degree part-time while working full-time jobs in a couple of well-establish research institutions. I enjoyed both graduate school and working in the laboratory. I also learned the "correct" career path-an academic position at a respectable research university-was what we were supposed to want out of life. More specifically, academic laboratories were acceptable, but working in industry, even to do research, was generally looked upon as "selling out." I believe this attitude has relaxed somewhat since then, since grants and jobs have become harder to secure and tenured positions lack the security they once possessed.

It was during my graduate studies that I began to question my goals and the assumptions they were based on. I was becoming increasingly unhappy with the direction my career was heading, and I began to question my abilities and motivation. Finally, when I heard myself mutter out loud "I don't want to do bench work forever," I sat up and took notice. I decided that in spite of my training, and even though I still loved science, research was not right for me.

I wanted a career, or at least a job for starters, that valued my graduate degree and training, and that was a better fit for my skills and future ambitions. I decided I would do best with a job that was externally driven either by deadlines or by the needs of others; in addition, I wanted to talk, write, and/or evaluate science as a whole rather than focus on one particular aspect of a research project.

As a molecular geneticist, I had occasionally interacted with the patent department at SmithKline Beecham Pharmaceuticals in support of my supervisor's patent applications. They worked on a variety of intellectual property issues in a number of scientific disciplines that were of interest to the company. I realized then that I could make very good use of my science background as a patent attorney.

Earlier this year, I accepted an offer to work as a patent agent in the Corporate Intellectual Properties Department at SmithKline Beecham. The job involves writing and prosecuting patent applications, which in turn requires broad knowledge of both science and law. I soon realized that, in order to become an effective patent practitioner, I must become intimately acquainted with U.S. patent law. Because SmithKline Beecham is an international corporation, I have also learned a great deal about international patent law so that I can assist in foreign prosecution of SmithKline Beecham's patents. When I first started the job, it occurred to me that my learning curve was a cliff with an overhang, and I was at the bottom looking up.

I was extremely lucky to find a job almost immediately following graduation last January. However, this opportunity was not trouble-free; there were additional risks to consider at the time I made the decision to change. Our company was in the middle of negotiations to merge with another international pharmaceutical company, GlaxoWellcome Pharmaceuticals. As details of the merger were released, we were informed that the majority of the money saved in the merger was going to be invested back into research and discovery. In other words, because of the patent applications that I draft and prosecute, my job as a patent agent will play an essential role in the inventive process in the new company. Daily interaction with inventors keeps me up-to-date with cutting-edge technology in the biotechnology field. As my work progressed, I knew I had made the right decision, and I have never looked back.

In October, I took the complex patent bar examination. My determination to take the examination straight away was derived from my desire to become a registered patent agent before entering law school, so that my academic studies will not suffer while I attempt to balance a career and my education. I am now hoping to complete the career transition over the next four years by attending law school at Villanova University and becoming a patent attorney. A few weeks ago, I was offered the opportunity to move to our new research facility in North Carolina, but declined the offer in hopes of attending Villanova's law program, which is well respected among the various pharmaceutical companies on the East Coast for its intellectual property education.

Intellectual property is a crucial asset to our company, and I take generating and protecting these assets very seriously. A considerable part of my job involves "translating" science for attorneys and patent law for scientists. I also have to be able to understand a new result quickly enough to grasp what the specific invention is and ask further questions which allow me to distill the invention down to its bare essence. Organization is also key-this is something I learned as a matter of self-preservation, since this is a deadline-driven, and sometimes crisis-driven, job.

I now believe that my job as a patent agent is not a break with the past; rather, it is an exciting, alternative continuation of my career as a scientist. The patent applications that I draft and prosecute make me a critical part of the inventive process at SmithKline Beecham. Furthermore, my interactions with inventors on a daily basis keep me up to date with the latest technology. Not so long ago, when I began research as an undergraduate, I wondered what impact I would have on the development of new scientific knowledge. Through my work as a patent agent, I know that I am a key participant in the promotion of scientific progress.

I still run into acquaintances from my research days who ask me why I "left science." I am quick to set them straight. I may not get my hands wet, but I use far more of my education and training than I ever did at the bench, and I am very much still in science. I firmly believe my experiences in science and patent prosecution will allow me to be a creative and contributing member of Villanova University, both as a student and as a future attorney representing achievement.

Turkish news nowadays carry vivid images which have become terrifyingly commonplace: the surface of the sea littered with dead sheep; a landfill explosion leading to a number of deaths; vendors offering radiation-contaminated tea for half-price; a little girl's death resulting from her fall through an open sewage manhole in her schoolyard; radioactive waste sold to unsuspecting scrap dealers; a twenty-year-old tanker breaking into pieces, spilling hundreds of tons of crude oil into the ocean and killing sea life all around.

The frequency with which these environmental disasters fill Turkish news broadcasts -- along with the obvious insensitivity of the authorities towards both environment and health issues -- prompted me to learn about ways to prevent these types of disasters. At the age of fifteen, I decided to focus my studies on environmental sciences in order to equip myself with the technical tools I would need to make a real contribution.

After earning a master's degree in environmental sciences, I completed a professional international management certificate program in order to gain a management perspective of the field. I then realized that, in order to effectively combine my technical knowledge and management skills, I needed to accumulate real-world experience. Specifically, working at a large company would allow me to develop insight into various industries, as well as an overarching vision of the international business arena.

I have now worked for nearly two years in the energy and environment group of Koc Holding, Turkey's first and biggest diversified conglomerate. As a project engineer, I am mainly responsible for our holding companies' environment and energy sector investments. This position has given me the opportunity to interact with businessmen from all over the world, thereby expanding my international perspective. Because of my outstanding work performance, I was chosen to attend various meetings with local and international governmental bodies such as OPIC, IFC, and the World Bank. It is highly unusual for a young associate to represent the company at such events, and my self-confidence -- as well as my management skills -- was further enhanced by that successful experience.

While working in various business lines, including the automotive industry, consumer durables, and the energy sector, I have realized that the root cause of many environmental problems is financial. I believe that many people in the environmental sector are so ignorant or insensitive that they will cheat customers to increase profits. Furthermore, businesses do not prioritize environmental investments; as a result, insufficient funds are allocated to adequately prevent problems. For instance, despite a population over eight million people, Istanbul, Turkey's largest city, still lacks a properly operating sewage system. In most of the areas of the city, waste water is discharged directly into the Bosphorus.

In the long term, I hope to help solve my country's problems by starting my own environmental-services business in Turkey. The company will serve both local and international customers by providing cost-effective, adaptable solutions ranging from waste management to safety management. In order to accomplish this goal, however, I must deepen my knowledge of the field. Despite my experience, I still lack some important knowledge and management skills, especially in finance, marketing, and entrepreneurship. I am also aware that my knowledge of American environmental issues is insufficient. Since dealing with aspects of international business will be an integral part of my job as an entrepreneur, it is essential that I fill in these gaps.

The NAME School's MBA program is the perfect bridge from where I am to where I want to be. I am attracted by the inventiveness and uniqueness of its entrepreneurial and finance programs, and believe that I will increase my practical knowledge of entrepreneurship by interacting with my classmates. I value the fact that at NAME entrepreneurial education does not stop at the classroom, but rather continues through internships and extracurricular activities. I feel that a business school for entrepreneurs should balance a dose of theory with real-world application, and NAME's curriculum and hands-on experiences through associations, internships, and the management field study provide such balance.

I am also drawn to NAME because of the school's emphasis on teamwork and technology, reflected by such exciting courses and programs as High Technology Entrepreneurship, International Finance, 12-week field application projects, and the global immersion program directed to teach global thinking and global action. Additionally, the school's profusion of student groups and its flexible entrepreneurial program -- with electives from 200 courses -- will allow me to tailor my course of study directly to my career interests. It is precisely this flexibility that I plan to draw on while at NAME and beyond, by taking advantage of (and contributing to) the school's strong international alumni network.

Above all, a NAME MBA will help me strengthen both the finance knowledge and the entrepreneurial skills necessary to secure a position as an environmental specialist in a multinational American-based firm. Such a position, in turn, will prepare me to accomplish my long-term ambition of building my own company. By developing and maximizing the technical knowledge and managerial skills I have already accumulated, NAME will allow me to ultimately make a concrete and substantial contribution to Turkey's environment. 

As a Marketing Manager with ADP's corporate marketing department, I have been assigned to lead various product-specific marketing initiatives supporting a diversified group of business segments. Among these tasks, none was more important to the strategic direction of the business than leading the development of ADP's web site adp.com. 

ADP, a leading $5 billion technology company with over 425,000 clients worldwide, lacked a consistent or aggressive Internet strategy. Instead, each business unit or division was driving its own website strategy and execution. More often than not, the result was a fragmented message: a cluttered, company-centric website that failed to effectively communicate our broad range of products and services. Despite its market leadership, ADP was meeting neither the expectations of users nor the needs of clients. The company was also missing a tremendous marketing opportunity and risking losing market share because our competition was operating at a far higher level than ours. Realizing that corporate marketing could add value across the company's business segments, I initiated and led a plan to redesign the website and fully leverage the Internet as a marketing channel to drive branding, product awareness, and sales leads through an integrated and path-driven website. 

My role was specific: develop a strategy to improve navigation, communicate the complete range of ADP's products and services, optimize the flow of traffic to drive leads for the business segments, persuade visitors to purchase ADP products and services online, and create a platform for ADP's evolving E-business strategy. This initiative was highly challenging because of the complexity of the service offerings, the diversity of the business, and the overwhelming political bureaucracy within the organization. 

With a limited budget, limited resources, and limited supervision, I designed a four-phase strategy to re-evaluate the current website and replace it with an active, path-driven site. The strategy included a review of the company's current navigation and content, a strategic assessment mapping navigation and functionality against corporate and divisional objectives, and the design and architecture of the site. Furthermore, we developed a plan to validate our recommendation with market feedback through client and prospective client focus group interviews. 

The first phase encompassed an overall program review, analysis of all current ADP and industry Internet market research, a web traffic audit, and internal interviews with senior management. In familiarizing ourselves with current industry practices, we also reviewed ten competitors and twelve business-to-business leaders' websites. These 22 sites were carefully evaluated for their relative strengths and weaknesses in the areas of navigation, content, degree of user-centricity, and organization. The second phase included a design exploration. Working together with a web design firm, we developed five different design options. In phase three, we gathered market feedback through focus group interviews conducted with both clients and prospects based on the current web site and on the new design options. The final phase involved feedback-based revisions to the designs, which will be presented to ADP's Executive Committee in April and launched in May 2000. 

The project was a success. Our recommendation was received with exceedingly positive feedback by both the business units and the Executive Vice President of Marketing. In addition, I have been awarded with the honor of presenting the project to the Executive Committee in April. Our long-term goal is to develop an entire adp.com team dedicated to servicing clients and marketing on the Internet. 

The management skills I have gained from this project have been invaluable to my career growth. I have learned the value of qualitative and quantitative research, experience in fiscal management and project management, and the importance of matching corporate strategy to Internet strategy. More importantly, the experience has taught me the value of gathering senior management "buy in" through the progression of a project. I was able to successfully gain the support of senior management by maintaining open communication and making them part of the process. Ultimately, this support was critical to the success of the project, which has brought my department and me increased visibility within the company -- a development that, in turn, has led to more important projects. Through the success of adp.com, I am now regarded as an effective and respected manager who has the ability to analyze and lead complex projects from concept to completion while gaining the support of senior management.