CBG Case Study Updated 02-14-10

8/9/2019 CBG Case Study Updated 02-14-10

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[tf Wnir ci| Zdwz @fjw?

K wztjv ic znd dccdgzw ic k giextzd|

lkwdj bked |dsfdr ziia im znd

dmbkbdedmz kmj |dzdmzfim ic efjjad

wgniia nfwzi|v wztjdmzw-

Lv

Oiwntk Nk||fw

Ekv 7;!


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zn b|kjd TW Nfwzi|v zd~z twfmb k

giixd|kzfsd)giaakli|kzfsd giexdzfzfsd giextzd|%lkwdj bked .GLB&! zndv rfaa kgnfdsd nfbnd|

wgi|dw! fm bdmd|ka! znkm zndf| xdd|w rniwd fmwz|tgzfim rkw fjdmzfgka fm dkgn ckgdz d~gdxz ci| znd

GLB |dsfdr- Znfw rfaa ld kgnfdsdj miz imav zn|itbn |dfmci|gdedmz ic znd zd~z zn|itbn |dsfdr!

ltz kawi zn|itbn k aird|fmb ic znd kccdgzfsd cfazd| kmj km fex|isdedmz fm kzzfztjd klitz znd

wtlodgz kmj zdwzfmb jtd zi znd ctm kwwigfkzdj rfzn xakvfmb k giexdzfzfsd zdke%lkwdj bked kw

x|dxk|kzfim ci| kwwdwwedmzw fm znfw wtlodgz-

Zndi|dzfgka Lkwfw?

Fm znd cfdaj wztjfdw gimgd|mfmb twd ic giextzd|%lkwdj bkedw)bkefmb .GLB& kmj |dg|dkzfimka

fmwz|tgzfim fm kgztka x|kgzfgd! eiwzav rnkz |dwdk|gnd|w wztjv k|d znd dmbkbdedmz ckgzi|! kmj

znd wztjdmzw i| xakvd|w kzzfztjdw zirk|j znd wtlodgz ekzd|! i| kccdgzfsd cfazd| fm |dbk|jw zi znkz

wtlodgz! |kznd| znkm znd dccdgzfsdmdww ic znd bked fm zd|ew ic adk|mfmb i| |dzdmzfim- Znitbn znd

afzd|kzt|d mdsd| kjj|dwwdw znfw |dwdk|gn bkx! adk|mfmb i| |dzdmzfim! znd|d wdde zi ld wied

tmjd|avfmb fjdkw klitz zndwd zri k|dkw-

Imd ic zndwd tmjd|xfmmfmbw wddew zi ld znkz fc znd adsda ic dmbkbdedmz fw nfbn kmj znd

kccdgzfsd cfazd| fw air! edkmfmb znd adk|md| nkw k xiwfzfsd kzzfztjd zirk|jw znd wtlodgz ekzzd|!

wzkmjfmb kmj kggdxzdj xdjkbibfgka zndi|v kmj |dwdk|gn ilsfkzdw znkz adk|mfmb! tmjd|wzkmjfmb

kmj |dzdmzfim rfaa zk`d xakgd kz k gi||dakzfsd adsda- Znd lkwfw ci| rnkz fw dwwdmzfkaav k |dwdk|gn%

lkwdj kwwtexzfim fw kgztkaav wz|imb- Znd |dwdk|gn wztjfdw jimd im znd gi||dakzfimw ic

dmbkbdedmz i| kccdgzfsd cfazd| kmj adk|mfmb! kmj zniwd jimd im dmbkbdedmz i| kccdgzfsd cfazd|


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kmj |dzdmzfim k|d wz|imb dmitbn zi xiwfz rfznitz |dwztjvfmb twfmb znfw misda ziia! GLB kmj

giextzd| lkwdj adk|mfmb- Lkwfgkaav! fz fw kggdxzdj lv ekmv znkz fc k wztjdmz fw nfbnav dmbkbdj fm

k wtlodgz! kmj nkw k biij cddafmb klitz fz! lk||fmb k adk|mfmb jfwklfafzv ic wied wi|z! znkz wztjdmz

rfaa adk|m kmj |dzkfm znkz wtlodgz ldzzd| znkm fc zndv k|d li|dj lv znd wtlodgz kmj cdda af`d k

ckfat|d fm znkz kgkjdefg k|dk- Ct|znd|! kmiznd| |dkwim ci| miz sdmzt|fmb fmzi kzzdexzfmb zi

edkwt|d adk|mfmb kmj |dzdmzfim fw znkz fz gkm ldgied sd|v jfccfgtaz zi jfwkbb|dbkzd rnkz rkw

adk|mdj wiadav fm znd GLB dmsf|imedmz kmj miz znd wigfka adk|mfmb znkz zk`dw xakgd fm ekmv GLB

ltz rnfgn ekv miz ld znd jf|dgz |dwtaz ic znd GLB fzwdac! ltz lv znd eijkafzv ic znd GLB-

Znd gieeim wtggdwwcta ckgdz fm cfdaj wztjfdw ic GLB fm djtgkzfim rkw znkz mdk|av

tmfsd|wkaav! zndv dmbkbdj wztjdmzw fm miz imav znd bked! ltz znd wtlodgz ekzzd| kw rdaa! kmj

zndv x|ijtgdj k xiwfzfsd kzzfztjd im znd xk|z ic znd wztjdmz zirk|jw znd wtlodgz ekzzd|- Znfw

dccdgz rkw ak|bdav kgnfdsdj fm wtggdwwcta GLB zn|itbn znd twd ic ctm! wigfkaav fmzd|kgzfsd bkedw

znkz twdj k `fmj ic ded|bdmz x|ilade wiasfmb-


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\dsfwdj! Ekv


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Znfw cdk| rkw wiednir gimcf|edj rndm djtgkzfimka |dwdk|gnd|w ldbkm zi giexfad

jdeib|kxnfg fmci|ekzfim im znd irmd|wnfx kmj twkbd ic giextzd|w kmj fmzd|mdz kmj

gi||dakzdj fz zi wigfi%dgimiefgw kmj wgniia kgnfdsdedmzznd wi%gkaadj jfbfzka jfsfjd- Rndm

znfw rkw |dxi|zdj fm znd xixtak| edjfk! fz zii` im k wxdgfitw gktwka |dakzfimwnfx rnfgn

giexadzdav ckfadj zi zk`d fmzi kggitmz znd wfefak|fzv fm znd kgnfdsdedmz jfwxk|fzv ic zniwd wked

wigfi%dgimiefg adsdaw ldci|d znd rfjdwx|dkj twd ic jfbfzka kmj mdzri|` zdgnmiaibv- Ciaairfmb

znfw! wgniia jfwz|fgzw kg|iww znd mkzfim! rfzn kaa znd d~xdmwd! wxddj kmj gii|jfmkzfim ic k gkzzad

wzkexdjd xtz giextzd| zdgnmiaibv fmzi wgniiaw! rndznd| znd ntekm i| xnvwfgka fmc|kwz|tgzt|d

d~fwzdj zi wtxxi|z fz i| miz- Znd |dwtazw rd|d znd wked kw k jdgkjd ldci|d! mi rfjdwx|dkj

dccdgz! xiwfzfsd i| mdbkzfsd! gitaj ld jdzdgzdj-

Znd akg` ic wtlwzkmzfsd dccdgz fm xtlafg djtgkzfim lv twd ic giextzd|w wnitaj miz nksd

zk`dm kmvimd lv wt|x|fwd- Znd |dkwimw afd fm znd rkv znd fexadedmzkzfim rkw jimd- Fm kmv

fmjtwz|v! fc mdr ziiaw k|d l|itbnz fm ltz zniwd dexaivdj fm znd cfdaj k|d miz zni|itbnav z|kfmdj

zndm znd mdr ziiaw k|d ic afzzad twd zi kmvimd fmsiasdj- Mted|itw wztjfdw kmj k ak|bd siated

ic kmdgjizka dsfjdmgd xifmz zi znd |dkafzv ic djtgkzi|w nksfmb giextzd| d{tfxedmz mdk|av catmb

fmzi zndf| ri|` afsdw rfzn afzzad i| mi x|d%z|kfmfmb i| fm%wd|sfgd djtgkzfim kmj wtxxi|z-

Znfw rkw |dakzdj fm ak|bd xk|z zi cfmkmgdw- Wgniia jfwz|fgzw nkj afzzad ctmjw! ltz cdaz znd

x|dwwt|d zi ld jifmb wiedznfmb zi d{tfx zndf| wztjdmzw ci| znd jfbfzka ctzt|d kmj wi j|flladj

znd nk|jrk|d fmzi wgniiaw! rfzn rnkz wxk|d ctmjfmb zndv nkj! adksfmb sf|ztkaav miznfmb ci|

z|kfmfmb! fmwzdkj |davfmb im fmjfsfjtka d~xd|zfwd- Fm iznd| gkwdw! wgniiaw |dgdfsdj imd%zfed

eimfdw rnfgn k|d kz znd ndk|z ic nir kmvimd etwz z|v zi fexadedmz kmv wi|z ic fmmiskzfim fm


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xtlafg djtgkzfim kmj znd ctmjw rd|d wxdmz kg{tf|fmb nk|jrk|d rnfgn ritaj ld ilwiadzd fm 7

vdk|w! i| dawd znd z|kfmfmb gitaj imav ld iccd|dj kz k adsda rnfgn rkw miz d~nktwzfsd adksfmb

ak|bd bkxw fm znd zdkgnd| w`faa lkwd kg|iww k jfwz|fgz! wzkzd! kmj mkzfim- Kczd| k rnfad! rndm

nk|jrk|d kmj mdzri|`fmb rd|d ei|d tlf{tfzitw fm wgniiaw! znd imd%zfed ctmjfmb |dekfmdj k

x|ilade- Znd gnifgd gt||dmzav fw ldzrddm? z|kfmfmb zniwd rfzn znd sk|fdzv ic w`faa adsdaw keimb

zdkgnd|w zi k gieeim efmfete! x|isfjfmb dmitbn nk|jrk|d kmj wiczrk|d kz k wztjdmz adsda zi

ek`d gieeim twd xiwwflad! |dbtak| ekfmzdmkmgd! |dxakgdedmz kmj txb|kjd giwzw! i| znd

gielfmkzi|v gnifgd ic txb|kjfmb nk|jrk|d! wiczrk|d! kmj zdkgnd| z|kfmfmb zi ld klad zi |dkaav

fexadedmz z|tav fmmiskzfsd djtgkzfimka x|kgzfgdw-

Fz fw znfw akwz gkzdbi|v! zdkgnd| z|kfmfmb zirk|jw z|td fmmiskzfim! znkz xk|kji~fgkaav fw

adkwz ctmjdj i| tmjd|wziij! vdz fw eiwz af`dav zi x|ijtgd znd nfbndwz |dzt|m im fmsdwzedmz

rndm fz giedw zi wztjdmz dmbkbdedmz kmj kgnfdsdedmz- Fm kjjfzfim zi cfmkmgfka ilwzkgadw!

rnfgn gkm adkj zi k akg` ic znd |dwtazw x|iefwdj lv znd jfbfzfkzfim ic djtgkzfim! fw znd akg` ic

rfjdwx|dkj twd ic |dka i|fbfmkafzv fm jfbfzka djtgkzfimka x|kgzfgdw- Fm znd ltwfmdww eijda! znd

giextzd| wxdj tx zkw`w znkz nkj lddm jimd ekmtkaav i| edgnkmfgkaav! .zndi|dzfgkaav&

fmg|dkwfmb dccfgfdmgv! gieetmfgkzfim! itzxtz kmj x|ijtgzfimznfw iggt||dj lv fzw ed|d

kxxafgkzfim zi ekmv ri|`xakgdw- Znd wiczrk|d fmjtwz|v gimzfmtdw zi fex|isd txim zndwd fmfzfka

jfbfzka x|ijtgzw? ri|j x|igdwwfmb! jfbfzka wx|dkjwnddzw kmj fmsdmzi|v gimz|ia! dekfa kmj

gieetmfgkzfimw! edjfk jdwfbm! sf|ztka eddzfmbw! kmj x|dwdmzkzfimw- Znd wfexad jfbfzfkzfim ic

zkw`w fm ltwfmdww ekjd k xiwfzfsd fexkgz-


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Rndm znd wked kxxafgkzfim ic jfbfzfkzfim nkxxdmdj fm djtgkzfim! znd |dwtazw rd|d miz

gimb|titw- Znd ekoi| dccdgz rkw znkz zdkgnd|%i|fdmzdj zkw wkjefmfwz|kzfsd |dgi|j `ddxfmb!

zdkgnd| g|dkzdj gt||fgtak| gimzdmz! xk|wfmb kmj jfwz|fltzfmb xtlafwnd| g|dkzdj gimzdmz! kmj

kjefmfwz|kzfsd kmj giaakli|kzfsd gieetmfgkzfim ldgked dkwfd| ci| zniwd rfzn znd w`faaw zi twd

znd mdr zdgnmiaibv- Nirdsd|! znd|d rkw afzzad fexkgz im fmwz|tgzfim i| adk|mfmb- Znfw fw ci|

wdsd|ka |dkwimw- Zi ldbfm rfzn! wztjdmzw rd|dmz z|twzdj zi nkmjad d~xdmwfsd d{tfxedmz rfzn

gk|d .km d~xdgzkzfim znkz zndv gimwfwzdmzav afsd tx Pi| jirmU zi fm znd ktzni|w d~xd|fdmgd&! kmj

zndm rndm znd giwzw ic znd d{tfxedmz gked jirm! znd zdkgnfmb ic znd lkwfg w`faaw zi wztjdmzw

ci| twd ic zndwd mdr ziiaw rkw miz kw iemfx|dwdmz kw mddjdj- Kw rfzn zdkgnd| d~xd|zfwd znfw

rkw! im wied adsda kwwtedjzndv rd|d li|m fm znd 68w! zndv etwz `mir nir zi twd znfw wztcc-

Fm kjjfzfim! eiwz ic znd kxxafgkzfimw l|itbnz fmzi znd djtgkzfim ri|aj fmfzfkaav rd|d zk`dm

rniad%gaizn c|ie zndf| ltwfmdww i|fbfmw- Zndv rd|d miz jdwfbmdj kw zdkgnfmb ziiaw ltz kw

x|ijtgzfim ziiaw- Ci| d~kexad! Efg|iwiczw nfbnav jdsdaixdj ri|j x|igdwwfmb wiczrk|d! Ri|j!

fw miz jdwfbmdj zi zdkgnfmb r|fzfmb w`faaw! mi| dsdm zvxfmb w`faaw! ltz zi ckgfafzkzd zniwd znkz

ka|dkjv d~fwz0 wfefak|av! imd gkmmiz adk|m kggitmzkmgv mi| jkzk kmkavwfw c|ie D~gda- Fm ckgz fm

znd gkwd ic znd twd ic ri|j x|igdwwfmb kxxafgkzfimw! wztjdmz adk|mfmb k|btklav zii` k wzdx lkg`

fm djfzfmbfc F ek`d k efwzk`d! wxdaa%gndg` rfaa bdz fz-

Wi! rnfad zdkgnd| zkw`w rd|d jfbfzfdj kmj ekjd dkwfd|! mi |dka fmmiskzfim nkj gied fm

kz znd gt||fgtak| i| wztjdmz kgzfsfzv dmj- Znd|d k|d ekmv gkwdw fm rnfgn znd ed|d kjjfzfim ic

giextzd|w kmj fmzd|mdz zi k xdjkbibfgka wdzzfmb jfj x|ijtgd km fmfzfka fmg|dkwd fm dmbkbdedmz

ltz miz karkvw gi||dakzfsdav fm kgnfdsdedmz0 iczdm kw wiim kw znd misdazv ic znd zdgnmiaibv


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rdk|w icc ic znd wztjdmzw znd dmbkbdedmz |dzt|mw zi x|dsfitw adsdaw- Twfmb giextzd|w zi ji

jfbfzkaav rnkz rkw jimd fm k xdm%kmj%xkxd| rkv x|dsfitwav fw miz dsd| bifmb zi ld km dccdgzfsd

wiatzfim fm kmj ic fzwdac- Giextzd|w mddj zi ld dexaivdj fm k rkv znkz gkmmiz ld jimd rfznitz

zndf| twd- Z|td jfbfzka xdjkbibfgka fmmiskzfim rfaa miz ld dkwfav |dx|ijtgflad rfznitz znd twd ic

giextzd|w-

Twfmb giextzd| bkedw kmj giextzd| wfetakzfim kw k xdjkbibfgka ziia xiwwflav

|dx|dwdmzw k misda edznijiaibv rnfgn gkmmiz ld jtxafgkzdj fm k xdm%kmj%xkxd| wdzzfmb-

Dexf|fgka |dwdk|gn gkm wnir fc znfw mdr edznijiaibv fw |dkaav kw dccdgzfsd kw fw zndi|fdj lv

dmzntwfkwzw ic bkefmb zdgnmiaibv kmj fzw twd fm djtgkzfim- Znd {tdwzfimw zndm ldgied! fc znd|d

fw x|iefwd fm znd twd ic bkedw kmj wfetakzfim! rfzn rnie rfaa znfw kxx|ikgn ri|`! rnkz

jdwfbmw ri|`wrnkz fmg|dkwdw dmbkbdedmz! tmjd|wzkmjfmb! kmj |dzdmzfim! rnkz k|d znd

xd|fxnd|ka fwwtdw ci| kaa fmsiasdj9

Fm km dcci|z zi kjj|dww zndwd {tdwzfimw! znd |dwdk|gn im giextzd| bkedw nkw lddm

gimjtgzdj fm 7 ekfm k|dkw?

Jdeib|kxnv? Rni! fm |dkafzv! xakvw giextzd| .sfjdi& bkedw9 Rnkz `fmj ji zndv xakv!ci| nir aimb! kmj rnv9

Jdwfbm? Rnkz k|d znd nkaaek|`w ic biij bked jdwfbm sfw%%sfw djtgkzfimka kmjxdjkbibfgka zndi|v9

Jdeimwz|kzfim? Rnkz nkxxdmw rndm bked twd fw wztjfdj fm znd cfdaj fm zd|ew icdmbkbdedmz! dccfgkgv! kmj kgztka adk|mfmbjidw fz ri|`! i| otwz g|dkzd mdr

x|iladewi| lizn9


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znkz keimb znd kjtaz xakvd|w ic znfw bked! isd| 28$ nkjd k giaadbd zi xiwzb|kjtkzd djtgkzfim!

kmj kw nfbn kw


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Wzk|g|kcz&! |kgfmb .Mddj ci| Wxddj! Ek|fi @k|z&! kmj wxi|zw |dakzdj bkedw .CFCK Wiggd| wd|fdw!

Ekjjdm MCA wd|fdw&- Cdekadw fm lizn wztjfdw wnir k wz|imb x|djfadgzfim ci| xtad)lik|j bked

.Ldodrdadj! Zdz|fw! eknoimb! Eimixiav! dzg-&! Kgzfim%kjsdmzt|d .Wimfg znd Ndjbdnib! Wtxd|

Ek|fi L|iw-&! |iad%xakvfmb! kmj |kgfmb bkedw-

Dsdm rndm zndv xakvdj znd wked bkedw! ekadw kmj cdekadw wdde zi xakv znde ci|

jfccd|dmz |dkwimw kmj d~xdgz jfccd|dmz znfmbw itz ic znde- Gd|zkfmav lizn bdmjd|w xakv GLB ci|

dmzd|zkfmedmz kmj |dak~kzfim kw zndf| xk|keitmz eizfskzi|znd wigfka kwxdgz ic EEI\XB

zvxd bkedw .Ri|aj ic Rk|g|kczRiR! Dsd|{tdwz! dzg-& kawi wddew zi ld ic b|irfmb

fexi|zkmgd kw SIFX .Sifgd Isd| Fmzd|mdz X|izigiazka`fmb rfzn bked%ekzdw isd| znd fmzd|mdz

rnfad xakvfmb& fw ei|d kskfaklad zi znd xakvd|w- Cdekadw xakv ei|d iczdm znkm ekadw ci| znd

wigfka kwxdgz ic bkedw! zndv gk|d ei|d klitz znd mk||kzfsd kwxdgz ic bkedw ei|d! kmj zndv

wdde zi xfg` xtad kmj lik|j bkedw ci| znd fjdk ic wnk|xdmfmb edmzka w`faaw- Ekadw im znd

iznd| nkmj xakv ei|d iczdm znkm cdekadw ci| znd giexad~fzv kmj x|ilade%wiasfmb gnkaadmbd znkz

GLB gkm x|dwdmz-

Zndwd wztjfdw ji ndax djtgkzi|w zi tmjd|wzkmj rnkz fw |dkaav bifmb im rfzn it| wztjdmzw

kmj zndf| GLB |dakzdj nklfzw! eizfskzfimw! dzg-! nirdsd|! znd wdbedmz zi rnie znfw wi|z ic

jdeib|kxnfg fmci|ekzfim fw eiwz twdcta fw znd djtgkzfimka GLB jdwfbmd|- Imd ic znd lkwdw ci|

wiafj GLB jdwfbm fm znd djtgkzfimka k|dmk! etgn af`d znkz fm znd gieed|gfka k|dmk! fw jdwfbmfmb

k bked znkz wztjdmzw rfaa kgztkaav rkmz zi xakv! ldgktwd kz znd gdmzd| ic kmv biij bked!

djtgkzfimka i| iznd| rfwd! fw znd gimgdxz ic ctm- Tzfaffmb znd jdeib|kxnfg jkzk GLB jdwfbmd|w

mddj zi fmgatjd znd kwxdgzw jfwgisd|dj fm zndwd wt|sdvw zi ld eiwz dccdgzfsd- Znd cf|wz kmj ldwz


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Fm znd |dsfdrdj wztjfdw! sk|fdj kxx|ikgndw kmj bked wzvadw k|d x|dwdmzdj- Znd

gieeim zn|dkj zn|itbn znd cfdaj wztjfdw |dsfdrdj nd|d fw znkz znd|d fw k giextzd|%lkwdj

zdgnmiaibv kw k x|fmgfxka gieximdmz fm znd fmwz|tgzfim kmj wztjdmz d~xd|fdmgd- Fm imd wztjv! k

mk||kzfsd feed|wfsd 7J kjsdmzt|d zvxd bked rkw twdj kw k ziia ci| zdkgnfmb dadedmzk|v

wztjdmzw xnvwfgka kmj xiafzfgka bdib|kxnv .Zm!


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xiwfzfsd kzzfztjd im znd xk|z ic znd wztjdmz zirk|jw znd wtlodgz ekzzd| dsdm fc znd wztjdmz

jfwaf`dj znd wtlodgz x|fi| zi twfmb znd bked- Ci| d~kexad! imd wztjv citmj znkz?

Znfw wztjv fmci|edj znkz giextzd| ekzn j|faa bkedw! dsdm zn|itbn ldfmbei|d wfexafwzfg znkm gieed|gfka |iad%xakvfmb bkedw fm zd|ew ic sfwtka!

kgzfsfzv! kmj fmzd|kgzfim jdwfbm! wzfaa wfbmfcfgkmzav dmnkmgd wztjdmzw xiwfzfsd

kzzfztjdw zirk|j ekzn adk|mfmb- Fm kjjfzfim! xk|zfgfxkmzw nksd xd|ci|edj

gieefzzdj kmj dcci|zcta im%zkw` adk|mfmb rndm xakvfmb gd|zkfm bkedw rnd|d

ekzn j|faaw rd|d fmzdb|ka zi znd bkedxakv kmj kxx|ix|fkzdav gnkaadmbfmb

.@d! ! x- ;3;6&-

Gimgatwfim

Znd|d fw x|iefwd fm znd twd ic giextzd| zdgnmiaibv fm djtgkzfim- Znkz x|iefwd nkj akfm

tmctacfaadj wfmgd znd g|dkzfim ic giextzd|w kmj wfmgd djtgkzi|w witbnz zi twd rnkz fw! dsdm zi

znfw jkv! wzfaa giexk|kzfsdav mdr zdgnmiaibv- Znd |dkwim znkz x|iefwd nkw bimd tmctacfaadj fw

ldgktwd znd|d nkw lddm mi |dka fmmiskzfim fm znd cfdaj ic djtgkzfimka giextzfmb-

Znd twd ic giextzd| lkwdj bkedw fm djtgkzfim |dx|dwdmzw znd cf|wz wkaav fm rnkz fw cfmkaav

k |dka fmmiskzfim fm znd jfbfzfdj gakww|iie- Wfmgd! rfzn bkedw! giextzd|w k|d cfmkaav xtz zi k

zkw` znkz fw miz wfexav k ckwzd| sd|wfim im km iaj xdm%kmj%xkxd| zkw`! fz fw imd ic znd fmwzkmgdw fm

rnfgn znd tmf{td klfafzfdw ic znd giextzd| k|d cfmkaav nk|mdwwdj- Fz fw zn|itbn bkedxakv znkz

giextzd|w gkm x|ijtgd znd nfbn adsdaw ic dmbkbdedmzw kmj znd air adsdaw ic kccdgzfsd cfazd|

rnfgn g|dkzd k cair wzkzd kmj ciaair fm znd ciizwzdxw ic x|fi| xdjkbibfgka zndi|v zi x|ijtgd

ldzzd| adk|mfmb- Fz wddew znkz it| zdgnmiaibv nkw cfmkaav dmkladj tw zi adk|m znd rkv kaa iznd|

ekeekaw ji! zn|itbn xakv! ilwd|skzfim! wfetakzfim kmj detakzfim- Ltz wfexav zn|irfmb bkedw

fmzi znd gakww|iie ritaj ld giexadzdav fmkmd kmj x|ilklav x|ijtgd mdbkzfsd dccdgzw-


20/45


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zn

b|kjd nfwzi|v zdkgnd| ritaj zk`d kmj gimwzkmzav eijfcv Bked

Dmbfmd .BD&! rnfgn ritaj ld k w`dadzka 7J ri|aj%g|dkzi|)bisd|mi| zi rnkzdsd| zndv rd|d

zdkgnfmb kz znd zfed- Ci| znd cf|wz xk|z ic znd vdk|! nd gitaj zn|ir im znd Ked|fgkm \dsiatzfim

fm Liwzim w`fmjdcfmdj nd|d kw km isd|akv rnfgn nkw kaa znd |d{tf|dj fmci|ekzfim klitz znd

wfetakzfim ic k gd|zkfm zdkgnfmb gimzd~z rnfgn gitaj ld aikjdj fmzi BD isd| znd c|kedri|` ic

znd ri|aj-

Rndm znfw nkxxdmw! znd wztjdmz gitaj zndm xakv k giaimfwz i| \djgikz fm znd

Ekwwkgntwdzzw k|dk kz znd zfed ic znd ldbfmmfmb ic znd \dsiatzfimk|v Rk|- BD ritaj `mir!

wfmgd znd fmci|ekzfim gked rfzn znd w`fm .znfw fw znd xk|z ic znd gimzdmz xtlafwnd|w ritaj ld

|dwximwflad ci|&! znkz rndm znd bked gkadmjk| nfzw znd wxdgfcfg jkzd kmj zfed! Xkta \dsd|d kmj

Fw|kda Lfwwdaa ritaj delk|` ci| zndf| ckeitw |fjdwci| rnfgn imav \dsd|d bdzw g|djfz znitbn nfw

|fjd rkw ck| wni|zd| kmj nd biz k||dwzdjznd wztjdmz gitaj ld kz znd mi|zn gnt|gn kmj ciaair

\dsd|d kaimb nfw git|wd! i| bi zi rnd|d L|fzfwn z|iixw k|d jfwdelk|`fmb ci| zndf| ek|gn zi

Gimgi|j! ltz nd ritajmz nksd zi ld znd|d zi rfzmdww znde! nd i| wnd gitaj ld kmvrnd|d zndv


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Lflafib|kxnv

K``d|ekm! W- k- .


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78

giaakli|kzfim kmj giixd|kzfim! ded|bdmz bked xakv! kmj nixdctaav rkw ctm ci| wztjdmzwzndv

wddedj zi dmoiv fz-

Znd fmwz|tgzfim rkw sf|ztkaav znd wked ci| kaa ic znd gakwwdw- Znd fmwz|tgzfim gitaj miz ld

d~kgzav fjdmzfgka ldzrddm gakwwdw wfmgd znd gnfaj|dm! zndf| klfafzfdw kmj {tdwzfimw sk|fdj c|ie

gakww zi gakww- Iznd| sk|fkladw fmgatjdj znfmbw ldvimj zdkgnd| gimz|ia! wtgn kw! ltz miz afefzdj

zi! dmsf|imedmzka jfwz|kgzfimw! kjefmfwz|kzfsd fmzd||txzfimw ic fmwz|tgzfim! wztjdmz klwdmgdw!

kmj iznd| ntekm sk|fkzfimw- Znd sk|fklad rkw fmz|ijtgdj zi znd d~xd|fedmzka b|itx imav fm znd

ci|e lfrdd`av |dsfdr wdwwfimw twfmb znd [tf Wnir bked- Znd gimz|ia b|itxw |dgdfsdj k

|dbtak| mizdw%lkwdj |dsfdr-

Znd d~xd|fedmz zii` xakgd ci| znd fmwz|tgzfim ic zn|dd gnkxzd|w- Znd|d rd|d zri

{tfdw kmj k giex|dndmwfsd gnkxzd| zdwz znkz rd|d |dgi|jdj kmj giexk|dj- Znd wked

{tfdw kmj zdwzw rd|d kjefmfwzd|dj zi kaa wdgzfimw im znd wked jkv ic dkgn iznd| zi gi||dgz ci|

fmci|ekzfim adk`kbd ldzrddm wdgzfimw- Kw znd d~xd|fedmz rdmz im! dsd|v kzzdexz rfaa rkw

ekjd zi fwiakzd znd sk|fklad! wi znkz k xiwfzfsd gkwtka |dakzfimwnfx gitaj ld gadk|av jdafmdkzdj-

Kz znd dmj ic znd d~xd|fedmzka xd|fij! znd jkzk rkw zkltakzdj kmj d~kefmdj- Znd

|dwtazw rd|d l|i`dm jirm lv zdwz){tf kw rdaa kw isd|kaa |dwtazw znd! {tkafzkzfsd mizdw kmj

|dwtazw rd|d fmzd|adksdj fmzi znd jkzk kmkavwfw-

Znd ldmdcfzw ic znfw wztjv rfaa ld ei|d znkm znd bdmd|ka fmg|dkwd fm znd |dzdmzfim kmj

adk|mfmb ic >zn b|kjd wztjdmzw- Fc wtggdwwcta kmj bdmd|kaav kxxafdj! znfw gkm ndax zi fmg|dkwd

wzkmjk|jfdj zdwz wgi|dw fm znd wi%gkaadj gimzdmz k|dkw .wgfdmgd kmj nfwzi|v& rnfgn! ei|ka kmj


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7;

xdjkbibfgka k|btedmzw mizrfznwzkmjfmb! k|d nir wgniiaw! zdkgnd|w! kmj wztjdmzw k|d otjbdj

kmj wkmgzfimdj fm znd xiwz MGAL d|k-

Wztjv Edznij?

Kw jfwgtwwdj fm znd jdwfbm xnkwd! znfw wztjv fmz|ijtgdj k giextzd|%lkwdj bked .GLB&

kw k |dsfdr ziia fmzi znd fmwz|tgzfim ic >zn b|kjd TW Nfwzi|v- Znfw GLB rkw znd sk|fklad- Znd|d

rkw imd zdwz b|itx kmj zri gimz|ia b|itxw-

\dbtak| Fmwz|tgzfim?

Znd lkwfg wz|tgzt|d ic |dbtak| fmwz|tgzfim jt|fmb znd git|wd ic znfw wztjv ritaj bi kw ciaairw?

;- K mdr wdgzfim ic k gnkxzd| fw fmz|ijtgdj twfmb dfznd| k mk||kzfsd |dkjfmb x|iexzrfzn {tdwzfimw znkz kw`w znd wztjdmz nir zndv ritaj |dkgz fm wfefak| wfztkzfimw

i| twd ic k @RA gnk|z kw k x|d%|dkjfmb kgzfsfzv- Lizn ic zndwd ritaj ld ciaairdj

lv l|fdc gakww jfwgtwwfim-


32/45

7zn b|kjd TW Nfwzi|v lii`! Tmfzdj

Wzkzdw Nfwzi|v Fmjdxdmjdmgd zi ;6;: GK Djfzfim .Niaz!


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7:

gnkmgdw zi rfm&- Rndm km fmgi||dgz kmwrd| fw |dbfwzd|dj! imd ic zri wafbnzav wk|gkwzfg

kmfekzfimw fw xakvdj kmj


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74

Fc zndv ckfadj zi! zndv ritaj ld ltdj%fm lv znd zdkgnd| ktziekzfgkaav- Znfw

dmwt|dj mdk| d{tka kggdww zi znd fmci|ekzfim kmj `dxz bked xakv cairfmb-

Dkgn zdke rkw kaairdj cf|wz gnkmgd zi kmwrd| im zndf| zt|m- Imav kczd| znkz

zdke ekjd k efwzk`d rd|d znd iznd| zdkew kaairdj zi lt%fm kmj wzdka-

Kw aimb kw dkgn zdke wzkvdj fm zndf| jdwfbmkzdj xk|z ic znd gakww|iie!dksdwj|ixxfmb rkw kaairdj- Znd |dkwim ci| znfw fw wfexad- ;7 kmj ;: vdk| iaj

gnfaj|dm bdz d~gfzklad! kmj aitj- Z|vfmb zi `ddx znde c|ie wnitzfmb isd| dkgn

iznd| kmj ek`fmb kggtwkzfimw rkw mdk|av fexiwwflad- Kczd| znd |tad kaairfmb

dksdwj|ixxfmb rkw fexadedmzdj! wdsd|ka ldmdcfzw rd|d |dkafdj- Cf|wz! zdkew

wdac%eimfzi|dj znd siated adsda ic zndf| jfwgtwwfimw- Wdgimj! kggtwkzfimw ic

gndkzfmb gdkwdj- Znf|j! kz adkwz imd edeld| ic ixxiwfmb zdkew ekjd wt|d zi

xkv kzzdmzfim zi rnkz zndf| ixximdmzw kmwrd|dj! zi ek`d wt|d r|imb kmwrd|w

rd|dmz jtxafgkzdj-

Zdkew rd|d giexiwdj ic Gkxzkfmw! Wxdk`d|w! kmj xakvd|w- Zdke gkxzkfmw rd|dmiz x|inflfzdj c|ie ldfmb wxdk`d|w kw rdaa- Znd cf|wz zfed znd bked rkw xakvdj!

znd zdkgnd| gniwd znd gkxzkfmw kmj xakvd|w- Dkgn zfed znd|dkczd| znd zdkgnd|

gniwd gkxzkfmw! nirdsd|! kczd| znd cf|wz zfed! gkxzkfmw rd|d wiedzfedw

xd|efzzdj zi gniiwd xakvd|w- Fc znd wdadgzfim x|igdww rkw zii wair! i| iznd|rfwd

tmjtav jfw|txzfsd! znd zdkgnd| karkvw |dwd|sdj znd |fbnz zi wdz zdkew- \dgi|jw ic

zdkew rd|d `dxz kmj iggkwfimkaav |dcd|dmgdj zi |d%ci|e zdkew kaimb x|fi| afmdw-


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73

Fm znd cf|wz xk|z ic znd wztjv! k wz|imb keitmz ic wigfka dmbfmdd|fmb im znd xk|z ic

znd zdkgnd| iggt||dj zi jfwz|fltzd kgkjdefg kmj wigfka klfafzfdw dsdmav-

iZdke Gkxzkfm znd |iad ic znd gkxzkfm rkw zi adkj kmj ekmkbd nfw i| nd|

zdke- Wnd i| nd nkj cfmka wkv im rni rkw bifmb zi ld Zdke Wxdk`d| kmj

gitaj gnkmbd Wxdk`d|w fm znd efjjad ic k bked rfzn zdkgnd| kxx|iska-

Znd gkxzkfm nkj zi kjotjfgkzd kmwrd| jfwxtzdw im zndf| irm zdkew- Znd

gkxzkfm gitaj kawi kwwfbm wxdgfcfg zkw`w zi fmjfsfjtka xakvd|w! f-d- ek`d

znde |dwximwflad ci| |dwdk|gn i| dsdm wxdgfcfg k|dkw ic |dwdk|gn! i| zi kgz

kw wxfdw- Znd ldwz zdke gkxzkfmw nkj k xakm ci| dkgn xd|wim im zndf|

zdke! wied zfedw zndwd rd|d tmgimsdmzfimka-

Znd xk|zfgtak| zdke gkxzkfm rni fmsdmzdj znd oil ic wxv .znd wztjdmz

gkaadj fz dk|%ntwzad|& rkw fmfzfkaav g|fzfgfdj lv nfw ixximdmzw- Znfw jfj

miz! nirdsd|! wzix znde c|ie akzd| detakzfmb nfw x|kgzfgd- Zfbnz

rnfwxd|%cfaadj ntjjadw ldgked znd jdcdmwd zi znfw wz|kzdbv-

i Zdke Wxdk`d| Znd Wxdk`d| rkw dwwdmzfkaav znd ntekm ltd| ci| zndzdke- Wfmgd znd zdkgnd| nkj gimz|ia ic znd ltd|! znd Wxdk`d| nkj zi

wkv! i| wiedzfedw wnitz! znd zdkew ekwgiz zi lt fm! ct|znd|! zi

dafefmkzd gimctwfim! znd imav kggdxzklad wxi`dm kmwrd| c|ie k zdke nkj

zi gied c|ie znd Wxdk`d|- Fz jfjmz zk`d aimb ci| znd wztjdmzw zi cfbt|d

itz znkz znd Wxdk`d| wnitaj karkvw ld znd aitjdwz edeld| ic znd zdke!

miz mdgdwwk|fav znd eiwz wztjfitw-


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7>

Wztjv \dwtazw?

Znd jkzk rkw giaadgzdj c|ie znd |dwtazw ic 7 jfccd|dmz ilodgzfsd kwwdwwedmzw rnfgn rd|d

kaa r|fzzdm kmj x|isfjdj lv znd zd~zlii` xtlafwnd|- Fm znd zkladw ldair zndwd k|d |dcd||dj zi kw

Zdwz K! Zdwz L! kmj Zdwz G- Zri ic zndwd kwwdwwedmzw rd|d wdgzfim {tfdw ic kxx|i~fekzdav zdm

{tdwzfimw .Zdwz K kmj G&- Znd |dekfmfmb rkw k giex|dndmwfsd gnkxzd| zdwz giex|fwdj ic klitz

ci|zv {tdwzfimw- Znd wdgzfim {tfdw rd|d cfaa%fm%znd%lakm ! ekzgnfmb! etazfxad%gnifgd i| k

ef~zt|d znd|dic- Znd gnkxzd| zd~z rkw etazfxad%gnifgd d~gatwfsdav-

Fc wztjdmzw fm k gimz|ia gakww rd|d klwdmz im znd jkv ic km kwwdwwedmz! zndv rd|d bfsdm

znd kwwdwwedmz kw wiim kw zndv |dzt|mdj! fc zndv jfjmz cdda klad zi zk`d fz im znd jkv ic zndf|

|dzt|m! zndf| wgi|d rkw miz gitmzdj fm znd gimz|ia b|itx wgi|d- Znfw rkw jimd ldgktwd ic znd

zdmjdmgv ic wztjdmzw zi wnk|d zdwz fzdew rfzn zndf| xdd|w rni efwwdj fz- Fc k wztjdmz fm znd

d~xd|fedmzka b|itx rkw klwdmz ci| znd kaa ic znd |dsfdr bked! zndf| wgi|d rkw miz gitmzdj fm

znd wztjv |dwtaz0 fc k wztjdmz rkw klwdmz ci| xk|z ic k |dsfdr bked .f-d- k imd%jkv klwdmgd fm znd

gkwd ic zri jkvw ri|zn ic bkedxakv& zndf| wgi|d rkw fmgatjdj fm znd wztjv |dwtazw-

K mizd im zfefmb? Zdwz K rkw znd wdgimj kwwdwwedmz bfsdm kczd| znd fmz|ijtgzfim ic znd

sk|fklad- Zdwz L rkw bfsdm klitz kz znd efjxifmz ic znd wztjv- Zdwz G rkw znd akwz kwwdwwedmz

bfsdm tmjd| znd wztjv kmj rkw kawi jimd wni|zav kczd| znd dmj ic wzkzd zdwzfmb- Fz rkw imd ic

znd wni|zd| kwwdwwedmzw- Kawi fm znd k|dk ic zfefmb! fz ekvld mizdri|znv! znkz znd

D~xd|fedmzka Gakww rkw kz znd efjjad ic znd jkv! znd gakww |fbnz ldci|d atmgn0 Gimz|ia Gakww ;

rkw |fbnz kczd| atmgn k zfed znkz gkm ld k lfz ei|d gnkizfg0 kmj Gimz|ia Gakww < rkw znd akwz

xd|fij ic znd jkv-


41/45

:;

Gimgatwfimw kmj Jfwgtwwfim?

Znd jkzk ci| Zdwz K wnir znkz fm znd gkwd ic znd dk|av xk|z ic znd wztjv! znd|d rkw km

ksd|kbd >$ fmg|dkwd fm kgnfdsdedmz ic znd d~xd|fedmzka b|itx isd| znd gimz|ia b|itxw- Kz znkz

xifmz fm znd wztjv! znd DG rkw wzfaa cfbt|fmb itz znd x|igdjt|dw ic znd bked kmj rkw miz vdz

|dkaav dexaivfmb bkefmb wz|kzdbfdw af`d zniwd jfwgtwwdj fm znd edznij wdgzfim- Zndv rd|d

ckefafk| rfzn znd bdmd|ka x|fmgfxadw ic rfmmfmb znd bked kmj znd fjdk ic ckefafk|fzv rfzn znd

ekzd|fka fm i|jd| zi wtggddj ltz mimd ic znd edzk%bked wz|kzdbfdw rd|d fm xakgd- Kjjfzfimkaav!

znd|d rkw k gd|zkfm akg` ic jfwgfxafmd k|itmj kjnd|dmgd zi znd |iad ic znd Zdke Wxdk`d|- Znfw

iggkwfimkaav gktwdj gimctwfim kmj kmwrd|%fmxtz d||i|w- Imd zdke fm xk|zfgtak| nkj jfccfgtazv fm

ekwzd|fmb znfw jfwgfxafmd kmj fz adj zi wfbmfcfgkmz lfg`d|fmb- Kczd| znd Zdwz K kwwdwwedmz! znd|d

rkw k gakww jfwgtwwfim zi |defmj wztjdmzw ic x|igdjt|dw ltz kawi zi kf| kmj f|im itz c|twz|kzfimw

ldzrddm wztjdmzw-

Znd jkzk ci| Zd~z L wnir k b|dkzd| jfccd|dmgd fm znd adsda ic kgnfdsdedmz fm znd DG kmj

G; kmj G


42/45

:$! G; j|ixxdj km ksd|kbd ic ;6-2$!

kmj G< j|ixxdj km ksd|kbd ic ;>-


43/45

:7

Wfmgd fz rkw tmfci|eav kzvxfgka kg|iww kaa wdgzfimw! znd |dwtazw ic Zdwz L rd|d wzfaa gimwfjd|dj

skafj- Fm ckgz! znkz zndwd |dwtazw gimzfmtd zi wnir k xiwfzfsd dccdgz ic znd sk|fklad dsdm jt|fmb

kzvxfgka gimjfzfimw wz|dmbzndmw zndf| wtxxi|z ic znd nvxizndwfw-

Zdwz G gkm ld fmzd|x|dzdj kw ldfmb k jkzk xifmz znkz rkw km itzafd| ldgktwd ic znd

j|kekzfg jfccd|dmgd fm wgi|dw kmj kgnfdsdedmz- Nirdsd|! rndm k {tkafzkzfsd mizd fw kjjdj!

znfw wtxxiwfzfim fw efzfbkzdj- Kw mizdj ldci|d! Zdwz G zii` xakgd wni|zav kczd| znd gimgatwfim ic

wzkzd zdwzfmb- Gkafci|mfk wzkzd zdwzfmb ci| >zn b|kjd|w fmgatjdw zri ei|d zdwz znkm fz jidw ci|

iznd| efjjad wgniia wztjdmzwk nfwzi|v zdwz .zdwzdj imav fm 4zn! >zn! kmj ;;zn b|kjdw kmj

gisd|w znd fmzd|sdmfmb gimzdmz ic znd mim%zdwzdj vdk|w& kmj wgfdmgd- Fz fw wkcd zi wkv znkz lv

znkz zfed .rndm Zdwz G rkw kjefmfwzd|dj&! znd wztjdmzw fm znd wztjv! rndznd| gimz|ia i|

d~xd|fedmzka rnd|d kz k xifmz ic zdwz ckzfbtd-

Nirdsd|! zdkgnfmb gkmmiz gdkwd jtd zi znd iggt||dmgd ic wzkzd zdwzw- Rndm ckgdj rfzn

znd x|iwxdgz ic zk`fmb kmiznd| zdwz! dsdm imd kw wni|z kw znfw wdgzfim {tf! eiwz ic znd wztjdmzw

rd|d tmdmzntwfkwzfg- Znd d~xd|fedmzka b|itx! nirdsd|! nkj k gnkmbd fm kzzfztjd rndm zndv

|dkafdj znkz imgd kbkfm ci| znfw |dsfdr zndv ritaj ld xakvfmb [tf Wnir0 znd |dsfdr ci| Nfwzi|v

WZK\ rkw ei|d z|kjfzfimka kmj zndv wddedj zi znfm` znkz ei|d ic fz rkw fm wzi|d ci| znde-

Imgd Gkxzkfmw rd|d wdadgzdj kmj wi ci|zn! znd kccdgzfsd cfazd| fm znfw gakww rdmz rkv jirm kmj

zndv imgd kbkfm ldgked |dgdxzfsd zi znd fjdk ic kwwdwwedmz kbkfm- Znd |dwtazw ic Zdwz G wnitaj

ld fmzd|x|dzdj! znd|dci|d! ei|d fm zd|ew ic rnkz znd sk|fkladw dccdgz im znd kccdgzfsd cfazd| kmj

kzzfztjd zirk|j znd zkw` rkw kw etgn kw fzw dccdgz im |dzdmzfim kmj zdwz wgi|d- Fm dwwdmgd! twd


44/45

::

ic znd |dsfdr bked rkw kaeiwz k bfeefg` zi bdz znd wztjdmzw zi ltv fmzi adk|mfmb znd ekzd|fka

kbkfm! miz ci| znd wk`d ic adk|mfmb! ltz zi xakv kmj giexdzd dccdgzfsdav fm znd bked kbkfm-

Znd |dwtazw gd|zkfmav wdde zi wnir k xiwfzfsd gi||dakzfsd |dwtaz ldzrddm znd twd ic znd

|dsfdr bked kmj znd |dwtazw ic wztjdmz kgnfdsdedmz im znd kwwdwwedmzw- C|ie zndwd jkzk! imd

gkm wt|efwd znkz znd |dsfdr bked nkw k gktwka |dakzfimwnfx im adk|mfmb! kmj ei|d wxdgfcfgkaav

ldgktwd ic znd mkzt|d ic znd GLB twdj fm znfw gkwd! im |dzdmzfim- Ct|znd|! fz wddew c|ie znd

jkzk znkz znd|d rkw k `fmj ic gtetakzfsd dccdgz kmj znkz znd aimbd| znd bked rkw fm twd znd

ei|d ic km fex|isdedmz znd|d rkw fm znd zdwz wgi|dw ic znd d~xd|fedmzka b|itx kw giexk|dj

rfzn znd gimz|ia b|itxw- Znfw ekv ld jtd fm xk|z zi znd kzzfztjd rnfgn jdsdaixdj fm znd

d~xd|fedmzka gakww zirk|j znd kxx|ikgn ic zdwzw- Kw znd vdk| x|ib|dwwdj! zndv gimzfmtdj zi

aii` ci|rk|j zi znd x|dx bked- Znd|d rkw k air keitmz ic eimizimv fm znd bked! miz imav

ldgktwd ic znd gnkmbfmb mkzt|d ic znd bked gimzdmz! ltz kawi ldgktwd znd zdkew ek`d%txw

rd|d catfj! gnkmbfmb c|ie bked zi bked- Fz fw kawi ri|zn edmzfimfmb nd|d znkz fc znd gimz|ia

b|itxw rd|d miz bifmb zi cfmfwn zndf| xdm%kmj%xkxd| |dsfdrw fm k wfmbad gakww nit| kmj mddjdj

kmj kjjfzfimka imd! znd d~xd|fedmzka b|itx biz k


45/45

Fm ctzt|d! rd|d znfw zi ld |tm kbkfm fm k wfefak| wfztkzfim! kmj rfzn wtccfgfdmz zfed rnfgn

rkw miz x|dwdmz ci| znfw wztjv! k |izkzfim ic znd d~xd|fedmzka b|itx keimb znd wdgzfimw ritaj

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CBG Case Study Updated 02-14-10

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Transcript of CBG Case Study Updated 02-14-10