Trong th\u1ebf gi\u1edbi kinh doanh ng\u00e0y nay, s\u1ef1 kh\u00e1c bi\u1ec7t l\u00e0 v\u1ea5n \u0111\u1ec1 mang t\u00ednh s\u1ed1ng c\u00f2n, \u0111\u1ebfn n\u1ed7i ng\u01b0\u1eddi ta ph\u1ea3i \u0111\u01b0a ra “kh\u1ea9u hi\u1ec7u” r\u1eb1ng “Kh\u00e1c bi\u1ec7t hay l\u00e0 ch\u1ebft!”.<\/p>\n
Theo Margaret Wolfson – m\u1ed9t chuy\u00ean gia x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u, k\u1ec3 chuy\u1ec7n (storytelling) c\u00f3 hi\u1ec7u qu\u1ea3 l\u00e0 m\u1ed9t trong nh\u1eefng c\u00e1ch t\u1ed1t nh\u1ea5t khi\u1ebfn doanh nghi\u1ec7p tr\u1edf n\u00ean kh\u00e1c bi\u1ec7t. C\u00e2u chuy\u1ec7n \u0111\u00f3 c\u00f3 th\u1ec3 t\u1ea1o ra gi\u00e1 tr\u1ecb th\u1ef1c s\u1ef1 ho\u1eb7c nh\u1eefng x\u00fac c\u1ea3m gi\u00fap kh\u00e1ch h\u00e0ng g\u1eafn b\u00f3 v\u00e0 gi\u00fap c\u00f4ng ty tr\u1edf th\u00e0nh m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u \u0111\u00e1ng tin c\u1eady.<\/p>\n
C\u00f4ng ty River+Wolf c\u1ee7a Wolfson, \u0111\u01b0\u1ee3c th\u00e0nh l\u1eadp n\u0103m 2014 v\u00e0 c\u00f3 tr\u1ee5 s\u1edf \u1edf New York (M\u1ef9), chuy\u00ean v\u1ec1 d\u1ecbch v\u1ee5 \u0111\u1eb7t t\u00ean v\u00e0 vi\u1ebft c\u00e2u chuy\u1ec7n th\u01b0\u01a1ng hi\u1ec7u cho c\u00e1c doanh nghi\u1ec7p. B\u1eb1ng kinh nghi\u1ec7m, c\u1ea3 trong h\u1ecdc thu\u1eadt v\u00e0 th\u1ef1c t\u1ebf c\u1ee7a m\u00ecnh, Wolfson cho bi\u1ebft, t\u00ean th\u01b0\u01a1ng hi\u1ec7u l\u00e0 m\u1ed9t h\u00ecnh th\u1ee9c k\u1ec3 chuy\u1ec7n hi\u1ec7u qu\u1ea3, th\u1eadm ch\u00ed g\u1ea5p nhi\u1ec1u l\u1ea7n c\u00e1c h\u00ecnh th\u1ee9c marketing truy\u1ec1n th\u1ed1ng.<\/p>\n
Margaret Wolfson d\u1eabn ch\u1ee9ng v\u00e0 ph\u00e2n t\u00edch \u0111i\u1ec1u \u0111\u00f3 b\u1eb1ng nh\u1eefng c\u00e2u chuy\u1ec7n th\u1ef1c t\u1ebf nh\u01b0 sau:<\/p>\n
\u1ea8n d\u1ee5<\/strong><\/p>\n M\u1ed9t ph\u00e9p \u1ea9n d\u1ee5 hi\u1ec7u qu\u1ea3 m\u00f4 t\u1ea3 m\u1ed9t \u0111i\u1ec1u b\u1eb1ng c\u00e1ch li\u00ean h\u1ec7 n\u00f3 v\u1edbi th\u1ee9 kh\u00e1c, v\u00ed d\u1ee5 nh\u01b0: s\u1ef1 chuy\u1ec3n \u0111\u1ed9ng c\u1ee7a c\u1ea7u thang g\u1ee3i l\u00ean h\u00ecnh \u1ea3nh \u0111\u00e0n chim \u0111ang bay, hay \u0111\u00e1m m\u00e2y g\u1ee3i l\u00ean s\u1ef1 thi\u1ebfu r\u00f5 r\u00e0ng\u2026 M\u1ed9t ph\u00e9p \u1ea9n d\u1ee5 \u201c\u0111\u1eaft gi\u00e1\u201d c\u00f3 th\u1ec3 g\u1ee3i l\u00ean nh\u1eefng x\u00fac c\u1ea3m m\u1ea1nh m\u1ebd \u0111\u1ed1i v\u1edbi ng\u01b0\u1eddi xem.<\/p>\n M\u1ed9t s\u1ed1 th\u01b0\u01a1ng hi\u1ec7u ph\u1ed5 bi\u1ebfn nh\u1ea5t hi\u1ec7n nay s\u1eed d\u1ee5ng c\u00e1c t\u00ean \u1ea9n d\u1ee5 bao g\u1ed3m Under Armour, Kayak, v\u00e0 Apple. M\u1ed7i c\u00e1i t\u00ean th\u1ec3 hi\u1ec7n m\u1ed9t s\u1ee9 m\u1ec7nh hay \u0111\u1eb7c t\u00ednh c\u1ee7a c\u00f4ng ty. Under Armour (t\u1ea1m d\u1ecbch l\u00e0 b\u00ean trong chi\u1ebfc \u00e1o gi\u00e1p) g\u1ee3i l\u00ean s\u1ee9c m\u1ea1nh v\u00e0 ni\u1ec1m tin v\u1ec1 m\u1eb7t tinh th\u1ea7n, Kayak (m\u1ed9t lo\u1ea1i xu\u1ed3ng) g\u1ee3i \u0111\u1ebfn m\u1ed9t cu\u1ed9c phi\u00eau l\u01b0u v\u00e0 chuy\u1ebfn du l\u1ecbch hi\u1ec7n \u0111\u1ea1i, c\u00f2n Apple – m\u1ed9t trong nh\u1eefng c\u00f4ng ty c\u00f3 c\u00e2u chuy\u1ec7n th\u01b0\u01a1ng hi\u1ec7u hay nh\u1ea5t th\u1ebf h\u1ec7 ch\u00fang ta, \u0111\u00e3 s\u1eed d\u1ee5ng ph\u00e9p \u1ea9n d\u1ee5 v\u1ec1 ki\u1ebfn th\u1ee9c th\u00f4ng qua h\u00ecnh \u1ea3nh C\u00e2y Tri th\u1ee9c.<\/p>\n Nh\u1eefng c\u00e1i t\u00ean \u1ea9n d\u1ee5 c\u0169ng c\u00f3 th\u1ec3 \u00e1m ch\u1ec9 \u0111\u1ebfn c\u00e1c kh\u00eda c\u1ea1nh h\u1eefu h\u00ecnh c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u, nh\u01b0 trong tr\u01b0\u1eddng h\u1ee3p xe \u0111\u1ea1p Dimond (vi\u1ebft kh\u00f4ng c\u00f3 ch\u1eef ‘a’). Ngo\u00e0i c\u00e1c \u00fd ngh\u0129a bi\u1ec3u t\u01b0\u1ee3ng g\u1eafn li\u1ec1n v\u1edbi \u0111\u00e1 qu\u00fd, c\u00e1i t\u00ean n\u00e0y c\u0169ng g\u1ee3i s\u1ef1 ch\u00fa \u00fd \u0111\u1ebfn h\u00ecnh \u1ea3nh kim c\u01b0\u01a1ng \u0111\u00f4i \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng trong khung xe \u0111\u1ea1p truy\u1ec1n th\u1ed1ng. M\u1ed9t t\u00ednh n\u0103ng \u0111\u1ed9c \u0111\u00e1o v\u00e0 quan tr\u1ecdng c\u1ee7a xe \u0111\u1ea1p Dimond l\u00e0 vi\u1ec7c h\u1ecd s\u1eed d\u1ee5ng h\u00ecnh kim c\u01b0\u01a1ng \u0111\u01a1n.<\/p>\n L\u1eddi khuy\u00ean:<\/em>\u00a0M\u1ed9t s\u1ed1 cu\u1ed1n s\u00e1ch c\u00f3 th\u1ec3 gi\u00fap b\u1ea1n quen v\u1edbi c\u00e1ch n\u00f3i \u1ea9n d\u1ee5, nh\u01b0: “Metaphorically Speaking” c\u1ee7a N.E. Rentor, “Metaphors Dictionary” c\u1ee7a Elyse Sommer v\u00e0 Dorrie Weiss, “I Never Metaphor I Didn\u2019t Like” c\u1ee7a Mardy Grothe. Ngo\u00e0i ra, b\u1ea1n c\u0169ng c\u00f3 th\u1ec3 t\u00ecm ki\u1ebfm Google c\u1ee5m t\u1eeb: “\u1ea8n d\u1ee5 trong ng\u00f4n ng\u1eef h\u1eb1ng ng\u00e0y” \u0111\u1ec3 d\u1eabn \u0111\u1ebfn c\u00e1c trang web cung c\u1ea5p c\u00e1ch n\u00f3i \u1ea9n d\u1ee5. \u0110i\u1ec1u \u0111\u00f3 s\u1ebd gi\u00fap b\u1ea1n suy ngh\u0129 theo m\u1ed9t c\u00e1ch ho\u00e0n to\u00e0n kh\u00e1c.<\/p>\n D\u1ef1a v\u00e0o m\u1ed9t c\u1ed1t truy\u1ec7n<\/strong><\/p>\n C\u00e1i t\u00ean g\u1eafn li\u1ec1n v\u1edbi c\u00e1c c\u00e2u chuy\u1ec7n \u00fd ngh\u0129a trong qu\u00e1 kh\u1ee9 c\u0169ng c\u00f3 th\u1ec3 mang l\u1ea1i s\u1ee9c m\u1ea1nh k\u1ec3 chuy\u1ec7n c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u. V\u00ed d\u1ee5, ban \u0111\u1ea7u nh\u1eefng ng\u01b0\u1eddi s\u00e1ng l\u1eadp c\u1ee7a Innocent, m\u1ed9t c\u00f4ng ty s\u1ea3n xu\u1ea5t c\u00e1c s\u1ea3n ph\u1ea9m n\u01b0\u1edbc u\u1ed1ng sinh t\u1ed1 c\u1ee7a Anh, kh\u00f4ng ch\u1eafc ch\u1eafn v\u1ec1 vi\u1ec7c h\u1ecd c\u00f3 n\u00ean ti\u1ebfp t\u1ee5c c\u00f4ng vi\u1ec7c h\u1eb1ng ng\u00e0y hay n\u00ean b\u1eaft \u0111\u1ea7u kinh doanh sinh t\u1ed1. \u0110\u1ec3 quy\u1ebft \u0111\u1ecbnh, khi b\u00e1n h\u00e0ng t\u1ea1i m\u1ed9t l\u1ec5 h\u1ed9i \u00e2m nh\u1ea1c, h\u1ecd \u0111\u1eb7t m\u1ed9t k\u00fd hi\u1ec7u l\u1edbn \u1edf ph\u00eda tr\u01b0\u1edbc qu\u1ea7y sinh t\u1ed1 c\u1ee7a m\u00ecnh. K\u00fd hi\u1ec7u \u0111\u00f3 h\u01b0\u1edbng d\u1eabn m\u1ecdi ng\u01b0\u1eddi v\u1ee9t chai l\u1ecd \u0111\u00e3 u\u1ed1ng h\u1ebft v\u00e0o m\u1ed9t th\u00f9ng \u0111\u01b0\u1ee3c \u0111\u00e1nh d\u1ea5u “c\u00f3” n\u1ebfu h\u1ecd ngh\u0129 r\u1eb1ng h\u1ecd n\u00ean t\u1eeb b\u1ecf c\u00f4ng vi\u1ec7c h\u1eb1ng ng\u00e0y v\u00e0 b\u1eaft \u0111\u1ea7u kinh doanh n\u01b0\u1edbc u\u1ed1ng sinh t\u1ed1 ho\u1eb7c “kh\u00f4ng” n\u1ebfu h\u1ecd kh\u00f4ng n\u00ean.<\/p>\n \u0110\u1ebfn cu\u1ed1i ng\u00e0y h\u00f4m \u0111\u00f3, th\u00f9ng “c\u00f3” ng\u1eadp tr\u00e0n chai l\u1ecd. M\u1eb7c d\u00f9 \u0111\u00e2y l\u00e0 m\u1ed9t c\u00e1ch kh\u00e1 ng\u1edd ngh\u1ec7ch hay “ng\u00e2y th\u01a1” (innocent) \u0111\u1ed1i v\u1edbi m\u1ed9t quy\u1ebft \u0111\u1ecbnh quan tr\u1ecdng, nh\u01b0ng n\u00f3 l\u1ea1i c\u00f3 t\u00e1c d\u1ee5ng t\u1ed1t v\u1edbi hai th\u00e0nh vi\u00ean s\u00e1ng l\u1eadp c\u1ee7a h\u00e3ng n\u00e0y.<\/p>\n L\u1eddi khuy\u00ean:<\/em>\u00a0H\u00e3y nh\u1edb l\u1ea1i nh\u1eefng c\u00e2u chuy\u1ec7n cao tr\u00e0o ho\u1eb7c c\u00e1c s\u1ef1 ki\u1ec7n c\u00f3 \u00fd ngh\u0129a trong cu\u1ed9c s\u1ed1ng. Vi\u1ebft ch\u00fang ra, m\u00f4 t\u1ea3 ch\u00fang \u0111\u1ea7y \u0111\u1ee7 h\u1ebft s\u1ee9c c\u00f3 th\u1ec3. Sau \u0111\u00f3 chia s\u1ebb c\u00e2u chuy\u1ec7n c\u1ee7a b\u1ea1n v\u1edbi m\u1ed9t ai \u0111\u00f3 v\u00e0 nh\u1edd h\u1ecd \u0111\u1eb7t c\u00e2u h\u1ecfi v\u1ec1 nh\u1eefng \u0111i\u1ec3m m\u00e0 h\u1ecd mu\u1ed1n t\u00ecm hi\u1ec3u th\u00eam. B\u1eb1ng c\u00e1ch n\u00e0y b\u1ea1n c\u00f3 th\u1ec3 \u201ckhai ph\u00e1\u201d ra nh\u1eefng h\u00ecnh \u1ea3nh r\u1ea5t th\u00fa v\u1ecb \u0111\u1ec3 \u0111\u1eb7t t\u00ean cho th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n Theo t\u1ef1a s\u00e1ch<\/strong><\/p>\n N\u1ebfu b\u1ea1n \u0111ang t\u00ecm ki\u1ebfm nh\u1eefng c\u00e1i t\u00ean c\u00f3 s\u1ee9c m\u1ea1nh k\u1ec3 chuy\u1ec7n, h\u00e3y ngh\u0129 \u0111\u1ebfn vi\u1ec7c s\u1eed d\u1ee5ng ch\u00ednh t\u00ean c\u1ee7a c\u00e1c c\u00e2u chuy\u1ec7n. Trong qu\u00e1 kh\u1ee9, c\u00e1c th\u01b0\u01a1ng hi\u1ec7u th\u01b0\u1eddng l\u1ea5y c\u1ea3m h\u1ee9ng t\u1eeb th\u1ea7n tho\u1ea1i Hy L\u1ea1p. C\u00f3 th\u1ec3 \u0111\u1ec1 c\u1eadp \u0111\u1ebfn m\u1ed9t v\u00e0i c\u00e1i t\u00ean nh\u01b0: Ajax, Nike, Hermes, Janus v\u00e0 Apollo.<\/p>\n Nh\u01b0ng th\u1ebf gi\u1edbi n\u00e0y l\u00e0 m\u1ed9t th\u01b0 vi\u1ec7n r\u1ed9ng l\u1edbn c\u00e1c c\u00e2u chuy\u1ec7n – c\u1ed5 x\u01b0a v\u00e0 hi\u1ec7n \u0111\u1ea1i, v\u00e0 nhi\u1ec1u th\u01b0\u01a1ng hi\u1ec7u ng\u00e0y nay \u0111\u1eb7t t\u00ean cho m\u00ecnh d\u1ef1a v\u00e0o danh m\u1ee5c d\u01b0\u1eddng nh\u01b0 v\u00f4 h\u1ea1n n\u00e0y.<\/p>\n C\u00f4ng ty k\u00ednh m\u1eaft n\u1ed5i ti\u1ebfng, Warby Parker, t\u1ea1o d\u1ea5u \u1ea5n qua vi\u1ec7c k\u1ebft h\u1ee3p t\u00ean c\u1ee7a hai nh\u00e2n v\u1eadt trong t\u1ea1p ch\u00ed c\u1ee7a Jack Kerouac – Warby Pepper v\u00e0 Zagg Parker.<\/p>\n H\u1ec7 th\u1ed1ng m\u00e1y t\u00ednh tr\u1ea3 l\u1eddi c\u00e2u h\u1ecfi c\u1ee7a IBM – Watson – l\u1ea5y t\u00ean c\u1ee7a nh\u00e2n v\u1eadt ng\u01b0\u1eddi ph\u1ee5 t\u00e1 \u0111\u1eafc l\u1ef1c c\u1ee7a Sherlock Holme. Trong khi Starbucks l\u1ea5y c\u1ea3m h\u1ee9ng t\u1eeb ng\u01b0\u1eddi thuy\u1ec1n ph\u00f3 trong ti\u1ec3u thuy\u1ebft Moby Dick c\u1ee7a Herman Melville.<\/p>\n Debbie Sterling, ng\u01b0\u1eddi s\u00e1ng t\u1ea1o Goldiebox – m\u1ed9t s\u1ea3n ph\u1ea9m \u0111\u1ed3 ch\u01a1i nh\u1eb1m ph\u00e1t tri\u1ec3n thi\u00ean h\u01b0\u1edbng k\u1ef9 thu\u1eadt c\u1ee7a b\u00e9 g\u00e1i, \u0111\u1eb7t t\u00ean theo c\u00e2u chuy\u1ec7n d\u00e2n gian Goldilocks v\u00e0 Ba ch\u00fa g\u1ea5u. T\u00ean c\u00f4ng ty – Goldiebox – \u0111\u00e3 k\u1ebft h\u1ee3p th\u00e0nh c\u00f4ng ni\u1ec1m y\u00eau th\u00edch \u0111\u1ecdc s\u00e1ch c\u1ee7a c\u00e1c b\u00e9 g\u00e1i v\u1edbi s\u1ea3n ph\u1ea9m c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u. V\u1edbi c\u00e1ch \u0111\u1eb7t t\u00ean n\u00e0y, \u00fd ngh\u0129a c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u v\u01b0\u1ee3t xa vi\u1ec7c ch\u1ec9 s\u01a1n h\u1ed3ng nh\u1eefng m\u00f3n \u0111\u1ed3 ch\u01a1i.<\/p>\n L\u1eddi khuy\u00ean:<\/em>\u00a0H\u00e3y nh\u00ecn v\u00e0o tuy\u1ec3n t\u1eadp nh\u1eefng truy\u1ec1n thuy\u1ebft, th\u1ea7n tho\u1ea1i v\u00e0 truy\u1ec7n c\u1ed5 t\u00edch, \u0111\u1ecdc v\u00e0 ghi l\u1ea1i nh\u1eefng h\u00ecnh \u1ea3nh th\u00fa v\u1ecb. Ngo\u00e0i ra, h\u00e3y \u0111\u1ec3 \u00fd \u0111\u1ebfn ti\u00eau \u0111\u1ec1 s\u00e1ch. C\u00e1c t\u00e1c gi\u1ea3 lu\u00f4n ch\u1eaft l\u1ecdc ng\u00f4n ng\u1eef theo m\u1ed9t c\u00e1ch v\u00f4 c\u00f9ng h\u1ea5p d\u1eabn. C\u00f3 c\u00e1ch n\u00e0o nhanh h\u01a1n kh\u00f4ng? H\u00e3y \u0111\u1ecdc c\u00e1c ghi ch\u00fa c\u1ee7a Cliff ho\u1eb7c Spark. Xem l\u1ea1i b\u1ea3n t\u00f3m t\u1eaft nh\u00e2n v\u1eadt v\u00e0 c\u1ed1t truy\u1ec7n. V\u00e0 h\u00e3y xem c\u00e1c b\u00e0i ph\u00e1t bi\u1ec3u tuy\u1ec7t v\u1eddi. Nh\u1eefng b\u00e0i n\u00f3i c\u1ee7a Martin Luther King ch\u00ednh l\u00e0 kho b\u00e1u tuy\u1ec7t v\u1eddi v\u1ec1 ph\u00e9p \u1ea9n d\u1ee5.<\/p>\n C\u00e1ch t\u1ed1i \u01b0u nh\u1ea5t l\u00e0 g\u00ec? D\u00e0nh th\u1eddi gian \u0111\u1ecdc s\u00e1ch c\u1ee7a c\u00e1c nh\u00e0 v\u0103n b\u1eadc th\u1ea7y ng\u00f4n ng\u1eef. N\u00f3 s\u1ebd kh\u00f4ng ch\u1ec9 b\u1ed5 sung th\u00eam m\u00e0u s\u1eafc v\u00e0o b\u1ea3ng danh s\u00e1ch t\u00ean g\u1ecdi, m\u00e0 c\u00f2n l\u00e0m phong ph\u00fa t\u00e2m tr\u00ed v\u00e0 cu\u1ed9c s\u1ed1ng c\u1ee7a b\u1ea1n. Nh\u1eefng doanh nh\u00e2n n\u1ed5i ti\u1ebfng nh\u1ea5t nh\u01b0 Mark Zuckerman, Caterina Fake v\u00e0 Steve Jobs say m\u00ea c\u00e1c t\u00e1c ph\u1ea9m v\u0103n h\u1ecdc l\u1edbn, h\u1ecd th\u01b0\u1eddng tr\u00edch d\u1eabn Shakespeare, c\u00f9ng v\u1edbi Herman Melville (Jobs), Virgil (Zuckerman) v\u00e0 Emily Dickinson (Caterina Fake) nh\u01b0 nh\u1eefng chu\u1ea9n m\u1ef1c truy\u1ec1n c\u1ea3m h\u1ee9ng.<\/p>\n","protected":false},"excerpt":{"rendered":" Trong th\u1ebf gi\u1edbi kinh doanh ng\u00e0y nay, s\u1ef1 kh\u00e1c bi\u1ec7t l\u00e0 v\u1ea5n \u0111\u1ec1 mang t\u00ednh s\u1ed1ng c\u00f2n, \u0111\u1ebfn n\u1ed7i ng\u01b0\u1eddi ta ph\u1ea3i \u0111\u01b0a ra “kh\u1ea9u hi\u1ec7u” r\u1eb1ng “Kh\u00e1c bi\u1ec7t hay l\u00e0 ch\u1ebft!”. Theo Margaret Wolfson – m\u1ed9t chuy\u00ean gia x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u, k\u1ec3 chuy\u1ec7n (storytelling) c\u00f3 hi\u1ec7u qu\u1ea3 l\u00e0 m\u1ed9t trong nh\u1eefng c\u00e1ch t\u1ed1t […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[207],"tags":[],"_links":{"self":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/4572"}],"collection":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/comments?post=4572"}],"version-history":[{"count":0,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/4572\/revisions"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=4572"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=4572"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=4572"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}