fl 09
                                         al 0
                                           2

                                              F l wu
                                               ol s
                                                 o           C e ko t u bo
                                                              h c u o r lg      F r adtit af e d
                                                                                 ow r hs o r n
                                                                                            i




              “                                                                     ”
                      Srtg wto t at ss h s w s ruet v tr
                       t e y i u tci ite l et o t o i oy
                        a     h     c     o          c .
                             Tci wto t t tg iten i b fr d fa.
                              at s i u sr e y s h os eoe ee t
                                c   h   a          e
                                                                –SnT u
                                                                –u z

         w a w aetik g
          h t e r hn i
                     n
  Srtg Sh tg.
   t e y c mae y
    a
  R a y So tAm.f hs o n si a al o - mia a po c t h w ba d
   e d. h o. i Itisu d l e n ltof l r p rah o o rn s
                           k     -  a i
  aee e uigter t tg v in w h a yu H v gc mef m tec e t
   r x c t h isr e i io , e e r o . ai o
          n       a c s                n       r h ln
                                               o      i
  s eo r l s w rme e t igt bo ko t i i o r h oi sh d ls
  i us v , e e mb r r n o lc u t
   d     ee              y           me n u c a t c e ue
                                                 c
                                                                        G o bo g t rf sig n w
                                                                         rw ru h a er hn l e
                                                                                      e   y
  t tk abgse b c a dtiksrtg al a o t u b s ess f m h w
  o ae i tp ak n hn t e i l b u o r ui se, r
                            a c y           n      o o                     srtgcp it f iw t a
                                                                            t e i on o ve o
                                                                             a
  t n io r e t oia po rm t w eeo r rn a aw oew s e d di
  o al u n x h l y rga o h r u ba d s h l a h a e n
                d                                                       c aln igpoe t n ce tda
                                                                         h l gn rjc a d rae
                                                                            e
  teftr. as rme e e p ni c nutns ru h i t se dsme
  h uue We l e mb r x e s e o sl t bo g tn o p n o
               o              v     a                                     vs nfr h r w c udg
                                                                           i o o w ee e o l o
                                                                            i
                                                                               i teftr.
                                                                                n h uue
  “ u ly t oe ma y nh t w r tru htew r o srtg p si
   q ai ” i v r n mo ts o ok ho g h ol f t e i os
       t me                               d     a c     -
                                                                               —B t L n
                                                                                 eh o g
  blis n oh r ae-aige ec e. h h l as a a dw n a dfn y
   it a d te n v l z
    ie             g n x ri s T e oi y cme n e t n u n,
                             s      d                                           S no B a dM n g r
                                                                                 e ir r n a a e

  tec nutns o lnt v tep siit snoat n bepo rms B t e
  h o sl t c ud ’ moe h os li it ci a l rga . u w
          a                    b ie     o
  h das r lo igfu- c ti bn e t a dt o r h l s oso ta w
   a   mato k  n o r n h hc id r o d o u sev t h w h t e
                    i     k                 e
  gv iteg o o’ olg t .
   ae t h o d lc l e r
                   e    y
                                                                         G o i tekn o a e c y u
                                                                          rw s h id f g n y o
  Is i fr srtg u ga e A G o , u cins aefu dago po
  t t
   ’ me o a t e y p rd . t rw o r l t h v o n
             a                     e          ru f
                                                                         de m a o t h yma ey u
                                                                          ra b u —te     k o
  sao e mak tr w on t ny hi o b i igis hflt tg s b t a
  e sn d rees h o o l tr e n ul n ni t sr e i , u cn
                             v      d    g u a e                        b t r yp sigy u tikn ,
                                                                         et b uhn o r hn ig
                                                                           e
  atal moetoesrtg snoat n bepo rms Wev ce tdsrtg s
   cu ly v h s t e i it ci a l rga . ’e rae t e i
                  a e         o                        a e              bign y un w a du e p ce
                                                                         r ig o e n n x e td
                                                                          n
  fr e po u ta n h s ln - r ba dp s inn , oevlepo oio s
  o n w rd c lu c e,o gt m rn oio ig c r au rp s in,
                          e         t                  t                  mak t ga po c e a d
                                                                             rei p ra h s n
                                                                                n
  a n a mak t ga dp bi t pa s n a yhn es ta k e s u c e t u
   n u l rei n u l i ln a d n tig l h t e p o r l ns p
             n       cy                e             i                    d l eigge t x c t n
                                                                           ei r
                                                                             v n ra e e ui .
                                                                                           o
  a ng t
   ti .
      h                                                                       — B inD n e yVc P eie t
                                                                                 ra e n h ie rs n,
                                                                                                 d
                                                                               M reigS lB s es
                                                                                 ak tn mal ui s
                                                                                              n
  Wh hr yu fte’so g c nut gf m w e G o cnpoierf sig
    y i o r ah r td y o sln i
       e        s         i r h n rw a rv     d er hn ,
                                                  e                            Dvs n Iti
                                                                                 ii o ,nut
                                                                                   i
  ra- ol slt n t yu srtg pa nn n e s a dn t u yut s e i
  e l r oui s o o r t e i ln ig e d (n o p t o o l p n
     w d     o        a c                          e
  tepo es
  h rc s) ?

  Wh t k s u srtgcw r df rn…
    a ma e o r t e i ok i ee t
                a        f
  • Iiama fs w r – t tg d l ea ls r tre ao n i w e s
    ts   d at ol – r e i ei rbe ae un d ru d n e k,
                d sa c v
    n t nh f m o r mat nmbe(ey h r n ) e m.
     o mo ts r
             o u s r i l v r c amig ta
                     ,
                                                                             G o d v lp dasrtgc
                                                                               rw e eo e   t ei
                                                                                             a
  • Srtg w r ijs tet o tei b r– h rb e me t tera w e yu
     t ey ok s ut h i f h c eg– e u b r es h o d h n o r
      a               p     e    t
                                                                             pa t sp ot to sls
                                                                              ln o u p r meh d ae
    ta n e s obig h s s aeis oletruhat n beporms w sy
    e m e d t r toe t tg t i ho g ci a l rga – e a
               n       r  e    f       o          –
                                                                              i T re soe d r gte
                                                                              n ag t trs ui h
                                                                                            n
    bigo tera ! or n d s-olcigbn es op t nyu sef rm u.
     rn n h o d Sr , o ut l t
                   y      c e n id r t u o o r h lfo s                         cic l oia sao .
                                                                                r ia h l y e sn
                                                                                 t      d
  • Welv c aln e bga ds l – eaee u l p otnt srtg t– rm
       oe h l g s i n mal w r q a o p r i t e i s f
              e          –              u y a s –o
    sat p t teF r n 1 0
     tr u s o h ot e 0 .
       -         u
  • T iw r so lnt ra teb n . aea ef in ta ta k o s rm
     hs ok h ud ’ be k h a k We r n fc t e m h t n w f
                                      ie              o
    h v gb e i yu so s ta yuso lnt og yu h l a mak t gb d e
     ai e n n o r h e, h t o h ud ’ fro o r oi y rei u g t
       n                                     d      n
    t p y o yu h l a mak t gsrtg s
    o a fr o r oi y rei t e i .
                  d       n  a e




         w a w w n t sae
          ht e at o hr
  Yuw n seaba d D Adsly di asoewn o o pitdars a
  o o' e
       t      rn ' N i ae n tr id w r r e cos
                 s     p                     n
  so pn b g B tf o tk ad e e lo , h mot u c sfl rn s c mp ne
  h p ig a. u iyu ae e p ro k te s sces ba d, o a is
                                             u
  a dsri s r b i f m to g t l n ahe a l srtg s
   n ev e ae ul r h u hf a d c ivbe t e i .
        c       t o        u             a e
                                                                             mac k ro i
                                                                               ry ap w t z
                 c si h g e
                  as u h s
                    e                                                        sno ac u t i co
                                                                             e ir co n dr tr
                                                                                          e
      c - u d rsrtg drco
       of n e t e y i tr
          o   , a      e                                                     “aesa eiaba dwt a
                                                                              kt p d s rn i n    h
 “ae a h s a p dit c nu r
  Sfw y a tp e no o smes                                                     u w v r gv inta ic ni
                                                                              n aei io h ts o s -
                                                                                    n s             s
d s e fro al go npo u ea d
 ei s o lcl rw rd c n
   r        y                                                                tnl d l ee rgrls o te
                                                                             e t ei rd e ades f h
                                                                                y v
 ognc wt pi s e pecnl e
  ra i i r e p o l a i
       s h c              v                                                  po u t f r g - a p rlsai-
                                                                              rd c of i s - p ae, tt
                                                                                      en              o
wt. i te aetebgpae i
 i Whl h y r h i ly rn
   h    e                                                                    n r h ue ae - tec r o
                                                                              ey o sw rs - h oe f
                                                                                ,
tesae te h v ma ae t fe
h p c , h y ae n g d o e l                                                   ter rn aw y c me tru h
                                                                             h iba d l as o s ho g
     lcl n a te t – os r "
     o a a d uh ni – mat
                  cs      !                                                  i atseu, la a dd f e w y
                                                                             n atflc r n ei d a
                                                                                        e         n
                                                                             ta c mmu i t ter rn
                                                                             ht o     nc e h iba d
                                                                                        a
                g be me n
                 a ry a s                                                    b fr i v nsetelg ”
                                                                              eoe e e e h o o
                   c- u d r
                    of n e
                     o
     “ e o tec e t ie w
      Wh n n h l n s , e
                  i  d                                                       tmi n esn
                                                                             a a d ro
       ie t idac so r e d
        d nie
            f    utme n e                                                    ac u t i co
                                                                              co n dr tr
                                                                                     e
        a doely dtiwt a
         n v r e hs i n
              a        h                                                     “ ooR lhL ue c mbn s
                                                                              P l ap a rn o ie
     u e p ce sl a dce td
      n x e td ov n rae
                 e                                                           ba ddsil ewt in vt n
                                                                              rn i pi i n oai
                                                                                    c n    h     o
    B y Gf G t L t– pes
     u A i , e a i –a rs-
           t      f                                                          b n v r aeigf m ter
                                                                              y ee w vr r h i
                                                                                         n o
       w r y oia cmp i .
         ot h l y a ag "
           h    d       n                                                    c r lx r letl mesg
                                                                              oe u uy i sy
                                                                                       f   e sae
                                                                             w i b igf s t ic roae
                                                                              hl en i t o n op rt
                                                                                e      r
                  d n yka s
                   a n ru                                                    n w tc n lg s ofr e
                                                                              e e h oo i t ut r
                                                                                        e     h
 mak t gc mmu i t n drco
   rei o
       n       nc i s i tr
                 ao    e                                                     e gg ter ag t
                                                                              n ae h itre.  ”
   “o So ss s n w a mu h
    Tms h e ia k o n s c
                                          jncie
                                          e l sn
  frt c o fow a a iifrt
   o i o lo t e r sts o i
      s                   s
                                          ac u t n g r
                                           co n ma ae
 p i nho i v in– o a dg e
  hl trpc io – h p n i .
    a        s   s      v
                                          “ i ma y iie h v sr p dd w ter
                                           Whl n arn s ae t p e o n h i
                                              e      l        i
   B igrl iul fi floter
    en ei o s at u t h i
          g    y h
                                          sri snrc n y as k gmot ar r
                                          ev e i e e t e r mai
                                              c              n    s cr es
                                                                      i
     srtg o g igb c h s u
      t e y f i n ak a p t
       a       v
                                          e u l lclse Vri A r ah s rae
                                           q al ak tr i n mei a ce td
                                               y  u , g        c
   teba dit teh a l e a d
    h rn no h e di s n
                     n
                                          ter w mak t e me t y o uigo ge t
                                          h io n re sg n b fc s   n n ra
        o t tefe o miin.
         no h e t f lo s
                      l ”
                                          sri , netime t rlxt na dsy .
                                          ev e e tr n n, eaai n tl ”
                                              c     a           o      e



         w a aeyutik g
          h t r o hn i
                     n
  A c lrt yu ruet v tr–e u n o l asrtg o t ofr o .
   ceeae o r o t o i oy– t s o de t e y r w o yu
                   c   l           a

Strategy Schmategy

  • 1.
    fl 09 al 0 2 F l wu ol s o C e ko t u bo h c u o r lg F r adtit af e d ow r hs o r n i “ ” Srtg wto t at ss h s w s ruet v tr t e y i u tci ite l et o t o i oy a h c o c . Tci wto t t tg iten i b fr d fa. at s i u sr e y s h os eoe ee t c h a e –SnT u –u z w a w aetik g h t e r hn i n Srtg Sh tg. t e y c mae y a R a y So tAm.f hs o n si a al o - mia a po c t h w ba d e d. h o. i Itisu d l e n ltof l r p rah o o rn s k - a i aee e uigter t tg v in w h a yu H v gc mef m tec e t r x c t h isr e i io , e e r o . ai o n a c s n r h ln o i s eo r l s w rme e t igt bo ko t i i o r h oi sh d ls i us v , e e mb r r n o lc u t d ee y me n u c a t c e ue c G o bo g t rf sig n w rw ru h a er hn l e e y t tk abgse b c a dtiksrtg al a o t u b s ess f m h w o ae i tp ak n hn t e i l b u o r ui se, r a c y n o o srtgcp it f iw t a t e i on o ve o a t n io r e t oia po rm t w eeo r rn a aw oew s e d di o al u n x h l y rga o h r u ba d s h l a h a e n d c aln igpoe t n ce tda h l gn rjc a d rae e teftr. as rme e e p ni c nutns ru h i t se dsme h uue We l e mb r x e s e o sl t bo g tn o p n o o v a vs nfr h r w c udg i o o w ee e o l o i i teftr. n h uue “ u ly t oe ma y nh t w r tru htew r o srtg p si q ai ” i v r n mo ts o ok ho g h ol f t e i os t me d a c - —B t L n eh o g blis n oh r ae-aige ec e. h h l as a a dw n a dfn y it a d te n v l z ie g n x ri s T e oi y cme n e t n u n, s d S no B a dM n g r e ir r n a a e tec nutns o lnt v tep siit snoat n bepo rms B t e h o sl t c ud ’ moe h os li it ci a l rga . u w a b ie o h das r lo igfu- c ti bn e t a dt o r h l s oso ta w a mato k n o r n h hc id r o d o u sev t h w h t e i k e gv iteg o o’ olg t . ae t h o d lc l e r e y G o i tekn o a e c y u rw s h id f g n y o Is i fr srtg u ga e A G o , u cins aefu dago po t t ’ me o a t e y p rd . t rw o r l t h v o n a e ru f de m a o t h yma ey u ra b u —te k o sao e mak tr w on t ny hi o b i igis hflt tg s b t a e sn d rees h o o l tr e n ul n ni t sr e i , u cn v d g u a e b t r yp sigy u tikn , et b uhn o r hn ig e atal moetoesrtg snoat n bepo rms Wev ce tdsrtg s cu ly v h s t e i it ci a l rga . ’e rae t e i a e o a e bign y un w a du e p ce r ig o e n n x e td n fr e po u ta n h s ln - r ba dp s inn , oevlepo oio s o n w rd c lu c e,o gt m rn oio ig c r au rp s in, e t t mak t ga po c e a d rei p ra h s n n a n a mak t ga dp bi t pa s n a yhn es ta k e s u c e t u n u l rei n u l i ln a d n tig l h t e p o r l ns p n cy e i d l eigge t x c t n ei r v n ra e e ui . o a ng t ti . h — B inD n e yVc P eie t ra e n h ie rs n, d M reigS lB s es ak tn mal ui s n Wh hr yu fte’so g c nut gf m w e G o cnpoierf sig y i o r ah r td y o sln i e s i r h n rw a rv d er hn , e Dvs n Iti ii o ,nut i ra- ol slt n t yu srtg pa nn n e s a dn t u yut s e i e l r oui s o o r t e i ln ig e d (n o p t o o l p n w d o a c e tepo es h rc s) ? Wh t k s u srtgcw r df rn… a ma e o r t e i ok i ee t a f • Iiama fs w r – t tg d l ea ls r tre ao n i w e s ts d at ol – r e i ei rbe ae un d ru d n e k, d sa c v n t nh f m o r mat nmbe(ey h r n ) e m. o mo ts r o u s r i l v r c amig ta , G o d v lp dasrtgc rw e eo e t ei a • Srtg w r ijs tet o tei b r– h rb e me t tera w e yu t ey ok s ut h i f h c eg– e u b r es h o d h n o r a p e t pa t sp ot to sls ln o u p r meh d ae ta n e s obig h s s aeis oletruhat n beporms w sy e m e d t r toe t tg t i ho g ci a l rga – e a n r e f o – i T re soe d r gte n ag t trs ui h n bigo tera ! or n d s-olcigbn es op t nyu sef rm u. rn n h o d Sr , o ut l t y c e n id r t u o o r h lfo s cic l oia sao . r ia h l y e sn t d • Welv c aln e bga ds l – eaee u l p otnt srtg t– rm oe h l g s i n mal w r q a o p r i t e i s f e – u y a s –o sat p t teF r n 1 0 tr u s o h ot e 0 . - u • T iw r so lnt ra teb n . aea ef in ta ta k o s rm hs ok h ud ’ be k h a k We r n fc t e m h t n w f ie o h v gb e i yu so s ta yuso lnt og yu h l a mak t gb d e ai e n n o r h e, h t o h ud ’ fro o r oi y rei u g t n d n t p y o yu h l a mak t gsrtg s o a fr o r oi y rei t e i . d n a e w a w w n t sae ht e at o hr Yuw n seaba d D Adsly di asoewn o o pitdars a o o' e t rn ' N i ae n tr id w r r e cos s p n so pn b g B tf o tk ad e e lo , h mot u c sfl rn s c mp ne h p ig a. u iyu ae e p ro k te s sces ba d, o a is u a dsri s r b i f m to g t l n ahe a l srtg s n ev e ae ul r h u hf a d c ivbe t e i . c t o u a e mac k ro i ry ap w t z c si h g e as u h s e sno ac u t i co e ir co n dr tr e c - u d rsrtg drco of n e t e y i tr o , a e “aesa eiaba dwt a kt p d s rn i n h “ae a h s a p dit c nu r Sfw y a tp e no o smes u w v r gv inta ic ni n aei io h ts o s - n s s d s e fro al go npo u ea d ei s o lcl rw rd c n r y tnl d l ee rgrls o te e t ei rd e ades f h y v ognc wt pi s e pecnl e ra i i r e p o l a i s h c v po u t f r g - a p rlsai- rd c of i s - p ae, tt en o wt. i te aetebgpae i i Whl h y r h i ly rn h e n r h ue ae - tec r o ey o sw rs - h oe f , tesae te h v ma ae t fe h p c , h y ae n g d o e l ter rn aw y c me tru h h iba d l as o s ho g lcl n a te t – os r " o a a d uh ni – mat cs ! i atseu, la a dd f e w y n atflc r n ei d a e n ta c mmu i t ter rn ht o nc e h iba d a g be me n a ry a s b fr i v nsetelg ” eoe e e e h o o c- u d r of n e o “ e o tec e t ie w Wh n n h l n s , e i d tmi n esn a a d ro ie t idac so r e d d nie f utme n e ac u t i co co n dr tr e a doely dtiwt a n v r e hs i n a h “ ooR lhL ue c mbn s P l ap a rn o ie u e p ce sl a dce td n x e td ov n rae e ba ddsil ewt in vt n rn i pi i n oai c n h o B y Gf G t L t– pes u A i , e a i –a rs- t f b n v r aeigf m ter y ee w vr r h i n o w r y oia cmp i . ot h l y a ag " h d n c r lx r letl mesg oe u uy i sy f e sae w i b igf s t ic roae hl en i t o n op rt e r d n yka s a n ru n w tc n lg s ofr e e e h oo i t ut r e h mak t gc mmu i t n drco rei o n nc i s i tr ao e e gg ter ag t n ae h itre. ” “o So ss s n w a mu h Tms h e ia k o n s c jncie e l sn frt c o fow a a iifrt o i o lo t e r sts o i s s ac u t n g r co n ma ae p i nho i v in– o a dg e hl trpc io – h p n i . a s s v “ i ma y iie h v sr p dd w ter Whl n arn s ae t p e o n h i e l i B igrl iul fi floter en ei o s at u t h i g y h sri snrc n y as k gmot ar r ev e i e e t e r mai c n s cr es i srtg o g igb c h s u t e y f i n ak a p t a v e u l lclse Vri A r ah s rae q al ak tr i n mei a ce td y u , g c teba dit teh a l e a d h rn no h e di s n n ter w mak t e me t y o uigo ge t h io n re sg n b fc s n n ra o t tefe o miin. no h e t f lo s l ” sri , netime t rlxt na dsy . ev e e tr n n, eaai n tl ” c a o e w a aeyutik g h t r o hn i n A c lrt yu ruet v tr–e u n o l asrtg o t ofr o . ceeae o r o t o i oy– t s o de t e y r w o yu c l a