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Translate to Arabic
You've got to do cars in the rain; you've got to do cars in the snow.
ูŠุฌุจ ุนู„ูŠูƒ ุฃู† ุชุตู†ุน ุงู„ุณูŠุงุฑุงุช ููŠ ุงู„ู…ุทุฑ, ูŠุฌุจ ุนู„ูŠูƒ ุฃู† ุชุตู†ุน ุงู„ุณูŠุงุฑุงุช ููŠ ุงู„ุซู„ุฌ.
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That's, by the way, is a presentation we made to our board of directors.
ูˆ ู‡ุฐู‡, ุจุงู„ู…ู†ุงุณุจุฉ, ูƒุงู†ุช ู…ุณุฑุญูŠุฉ ู‚ุฏู…ู†ุงู‡ุง ู„ู…ุฌู„ุณ ุฅุฏุงุฑุงุชู†ุง.
Translate to Arabic
We haul their butts out in the snow, too. You want to know cars outside?
ู†ุญู† ู†ู‚ูˆู… ุจุชุนุฐูŠุจู‡ู… ููŠ ุงู„ุฎุงุฑุฌ. ุฃุชุฑูŠุฏ ุฃู† ุชุนุฑู ุงู„ุณูŠุงุฑุฉ ูˆ ู‡ูŠ ููŠ ุงู„ุฎุงุฑุฌุŸ
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Well, you've got to stand outside to do this.
ุญุณู†ุงู‹, ูŠุฌุจ ุนู„ูŠูƒ ุฃู† ุชู‚ู ููŠ ุงู„ุฎุงุฑุฌ ู„ูƒูŠ ุชูุนู„ ุฐู„ูƒ.
Translate to Arabic
And because these are artists, they have very artistic temperaments.
ูˆ ู„ุฃู† ู‡ุคู„ุงุก ู‡ู… ูู†ุงู†ูˆู†, ู„ุฏูŠู‡ู… ู…ุฒุงุฌุงุช ูู†ูŠุฉ ู„ู„ุบุงูŠุฉ.
Translate to Arabic
All right? Now one thing about art is, art is discovery, and art is discovering yourself through your art. Right?
ุฃูู‡ู…ุชู…ุŸ ู‡ู†ุงู„ูƒ ุดูŠุก ูˆุงุญุฏ ุนู† ุงู„ูู†, ุฃู„ุง ูˆ ู‡ูˆ ุงู„ุฅูƒุชุดุงู, ูˆ ุงู„ูู† ู‡ูˆ ุงูƒุชุดุงู ุฐุงุชูƒ ุนู† ุทุฑูŠู‚ ูู†ูƒ. ุฃู„ูŠุณ ูƒุฐู„ูƒุŸ
Translate to Arabic
And one thing about cars is we're all a little bit like Pygmalion, we are completely in love with our own creations.
ูˆ ุดูŠุก ูˆุงุญุฏ ุนู† ุงู„ุณูŠุงุฑุงุช ู‡ูˆ ุฃู† ุฌู…ูŠุนู†ุง ุจุนุถ ุงู„ุดูŠุก ูƒุงู„ุจูŠุฌู…ุงู„ูŠูˆู†, ูˆ ู†ุญู† ู…ุบุฑู…ูˆู† ู„ู„ุบุงูŠุฉ ุจุงุจุชูƒุงุฑุงุชู†ุง.
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This is one of my favorite paintings, it really describes our relationship with cars.
ู‡ุฐู‡ ุฅุญุฏู‰ ู„ูˆุญุงุชูŠ ุงู„ู…ูุถู„ุฉ, ุฅู†ู‡ุง ุญู‚ุงู‹ ุชุตู ุนู„ุงู‚ุชู†ุง ุจุงู„ุณูŠุงุฑุงุช.
Translate to Arabic
This is sick beyond belief.
ู‡ุฐู‡ ู…ุฑูŠุถุฉ ุฅู„ู‰ ุญุฏ ู„ุง ูŠุตุฏู‚.
Translate to Arabic
But because of this, the intimacy with which we work together as a team takes on a new dimension, a new meaning.
ูˆ ู„ูƒู† ุจุณุจุจ ู‡ุฐุง, ุงู„ุฃู„ูุฉ ุจูŠู† ุงู„ุฃุดูŠุงุก ุงู„ุชูŠ ู†ุนู…ู„ ุจู‡ุง ูƒูุฑูŠู‚ ุชุฃุฎุฐ ู…ู†ุญู†ู‰ ุขุฎุฑ, ู…ุนู†ู‰ ุฌุฏูŠุฏ.
Translate to Arabic
We have a shared center; we have a shared focus -- that car stays at the middle of all our relationships.
ู†ุญู† ู„ุฏูŠู†ุง ู†ู‚ุทุฉ ุงู„ุชู‚ุงุก ู…ุดุชุฑูƒุฉ, ูˆ ู„ุฏูŠู†ุง ุฃูŠุถุงู‹ ุชุฑูƒูŠุฒ ู…ุดุชุฑูƒ, ุฃู† ุงู„ุณูŠุงุฑุฉ ูŠุฌุจ ุฃู† ุชุจู‚ู‰ ู…ุญูˆุฑ ูƒู„ ุนู„ุงู‚ุงุชู†ุง.
Translate to Arabic
And it's my job, in the competitive process, to narrow this down.
ูˆ ู…ู‡ู…ุชู‰, ููŠ ุงู„ุณูŠุงู‚ ุงู„ุชู†ุงูุณูŠ, ู‡ูŠ ุฃู† ุฃุญุฏุฏ ู‡ุฐุง ุงู„ู…ูู‡ูˆู….
Translate to Arabic
I heard today about Joseph's death genes that have to go in and kill cell reproduction.
ุณู…ุนุช ุงู„ูŠูˆู… ุนู† ุฌูŠู†ุงุช ุงู„ู…ูˆุช ู„ุฌูˆุฒูŠู ูˆ ุงู„ุชูŠ ูŠุฌุจ ุฃู† ุชุฏุฎู„ ูˆ ุชู‚ุชู„ ุชูƒุงุซุฑ ุงู„ุฎู„ุงูŠุง.
Translate to Arabic
You know, that's what I have to do sometimes.
ุฃุชุนู„ู…ูˆู†, ู‡ุฐุง ู‡ูˆ ู…ุง ูŠุฌุจ ุนู„ูŠ ูุนู„ู‡ ููŠ ุจุนุถ ุงู„ุฃุญูŠุงู†.
Translate to Arabic
We start out with 10 cars; we narrow it down to five cars, down to three cars, down to two cars, down to one car, and I'm in the middle of that killing, basically.
ู†ุญู† ู†ุจุฏุฃ ุนุงุฏุฉ ุจุนุดุฑ ุณูŠุงุฑุงุช, ูˆ ู…ู† ุซู… ูŠุฌุจ ุนู„ูŠู†ุง ุฃู† ู†ู‚ู„ุต ู‡ุฐุง ุงู„ุนุฏุฏ ุฅู„ู‰ ุฎู…ุณ ุณูŠุงุฑุงุช, ุฅู„ู‰ ุซู„ุงุซ ุณูŠุงุฑุงุช, ุฅู„ู‰ ุณูŠุงุฑุชุงู†, ุฅู„ู‰ ุณูŠุงุฑุฉ ูˆุงุญุฏุฉ, ูˆ ุฃู†ุง ููŠ ู…ุฑูƒุฒ ู‡ุฐุง ุงู„ู‚ุชู„, ุจุจุณุงุทุฉ.
Translate to Arabic
Someone's love, someone's baby.
ุญุจ ุฃุญุฏู‡ู…, ุทูู„ ุฃุญุฏู‡ู….
Translate to Arabic
This is very difficult, and you have to have a bond with your team that permits you to do this, because their life is wrapped up in that too.
ุฅู†ู‡ุง ุนู…ู„ูŠุฉ ุตุนุจุฉ ู„ู„ุบุงูŠุฉ, ูˆ ูŠุฌุจ ุนู„ูŠูƒ ุฃู† ูŠูƒูˆู† ู„ุฏูŠูƒ ุฑุงุจุท ู…ุน ูุฑูŠู‚ูƒ ุจู…ุง ูŠุณู…ุญ ู„ูƒ ุฃู† ุชูุนู„ ุฐู„ูƒ, ู„ุฃู† ุญูŠุงุชู‡ู… ู‡ูŠ ู…ุฑุชุจุทุฉ ุจู‡ุฐุง ุฃูŠุถุงู‹.
Translate to Arabic
They've got that gene infected in them as well, and they want that to live, more than anything else.
ู‡ู… ู…ุตุงุจูˆู† ุจู‡ุฐุง ุงู„ุฌูŠู† ูƒุฐู„ูƒ, ูˆ ู‡ู… ูŠุฑูŠุฏูˆู† ู„ู‡ุฐุง ุงู„ุดูŠุก ุฃู† ูŠุนูŠุด, ุฃูƒุซุฑ ู…ู† ุฃูŠ ุดูŠุก ุขุฎุฑ.
Translate to Arabic
Well, this project, Deep Blue, put me in contact with my team in a way that I never expected, and I want to pass it on to you, because I want you to reflect on this, perhaps in your own relationships.
ุญุณู†ุงู‹, ู‡ุฐุง ุงู„ู…ุดุฑูˆุน, ุฏูŠุจ ุจู„ูˆ, ูˆุถุนู†ูŠ ุนู„ู‰ ุงุชุตุงู„ ุจูุฑูŠู‚ูŠ ุจุทุฑูŠู‚ุฉ ู„ู… ุฃุนู‡ุฏู‡ุง ู…ู† ู‚ุจู„, ูˆ ุฃูˆุฏ ุฃู† ุฃู†ู‚ู„ ุชุฌุฑุจุชูŠ ุฅู„ูŠูƒู…, ู„ุฃู†ู†ูŠ ุฃุฑูŠุฏ ุฃู† ุชุทุจู‚ูˆุง ู‡ุฐุง ุงู„ุดูŠุก, ุฑุจู…ุง ููŠ ุนู„ุงู‚ุงุชูƒู… ุงู„ุฅุฌุชู…ุงุนูŠุฉ.
Translate to Arabic
We wanted to a do a car which was a complete leap of faith for BMW.
ุฃุฑุฏู†ุง ุฃู† ู†ุตู†ุน ุณูŠุงุฑุฉ ุชูƒูˆู† ุทูุฑุฉ ู†ูˆุนูŠุฉ ููŠ ู…ุณูŠุฑุฉ ุจูŠ ุฃู… ุฏุจู„ูŠูˆ.
Translate to Arabic
We wanted to do a team which was so removed from the way we'd done it, that I only had a phone number that connected me to them.
ุฃุฑุฏู†ุง ุฃู† ู†ุตู†ุน ูุฑูŠู‚ุงู‹ ูŠูƒูˆู† ู…ุฎุชู„ูุงู‹ ูƒู„ูŠุงู‹ ุนู…ุง ูƒู†ุง ู†ูุนู„ู‡ ููŠ ุงู„ุณุงุจู‚, ุฃู†ู‡ ูƒุงู† ู„ุฏูŠ ูู‚ุท ุฑู‚ู… ู‡ุงุชู ูŠุฑุจุทู†ูŠ ุจู‡ู….
Translate to Arabic
So, what we did was: instead of having a staff of artists that are just your wrist, we decided to free up a team of creative designers and engineers to find out what's the successor to the SUV phenomenon in America.
ุฃุฐุงู‹, ู…ุง ู‚ู…ู†ุง ุจูุนู„ู‡ ู‡ูˆ ุจุฏู„ ุฃู† ูŠูƒูˆู† ู„ุฏูŠู†ุง ู…ุฌู…ูˆุนุฉ ู…ู† ุงู„ูู†ุงู†ูŠู† ูŠูƒูˆู†ูˆู† ุฑู‡ู† ุฅุดุงุฑุงุชูƒ ูƒู…ุง ูƒุงู† ู„ุฏูŠู†ุง ููŠ ุงู„ุณุงุจู‚, ู‚ุฑุฑู†ุง ุฃู† ู†ู†ุดุฆ ูุฑูŠู‚ุงู‹ ู…ู† ุงู„ู…ุตู…ู…ูŠู† ูˆ ุงู„ู…ู‡ู†ุฏุณูŠู† ุงู„ู…ูˆู‡ูˆุจูŠู† ู„ูŠูƒุชุดููˆุง ู…ู† ุชูƒูˆู† ุฎู„ูŠูุฉ ุงู„ู€ ุงุณ ูŠูˆ ููŠ ููŠ ุฃู…ุฑูŠูƒุง.
Translate to Arabic
This is 1996 we did this project. And so we sent them off with this team name, Deep Blue. Now many people know Deep Blue from IBM -- we actually stole it from them because we figured if anybody read our faxes they'd think we're talking about computers.
ูƒุงู† ู‡ุฐุง ุนุงู… 1996 ุนู†ุฏู…ุง ุฃู†ุฌุฒู†ุง ู‡ุฐุง ุงู„ู…ุดุฑูˆุน. ูˆ ู‡ูƒุฐุง ุฃุฑุณู„ู†ุงู‡ู… ุจู‡ุฐุง ุงู„ุฅุณู…, ุฏูŠุจ ุจู„ูˆ. ู‡ู†ุงู„ูƒ ุงู„ุนุฏูŠุฏ ู…ู† ุงู„ู†ุงุณ ูŠุนุฑููˆู† ุฏูŠุจ ุจู„ูˆ ู…ู† ุขูŠ ุจูŠ ุฃู…, ููŠ ุงู„ูˆุงู‚ุน ู†ุญู† ู‚ู…ู†ุง ุจุณุฑู‚ุชู‡ ู…ู†ู‡ู… ู„ุฃู†ู†ุง ุชุตูˆุฑู†ุง ุฅู† ู‚ุฑุฃ ุฃุญุฏู‡ู… ุฑุณุงุฆู„ู†ุง ุนุจุฑ ุงู„ูุงูƒุณ, ูุณูŠููƒุฑ ุนู„ู‰ ุงู„ููˆุฑ ุจุฃู†ู†ุง ู†ุชูƒู„ู… ุนู† ุงู„ุญูˆุงุณูŠุจ.
Translate to Arabic
It turned out it was quite clever because Deep Blue, in a company like BMW, has a hook -- "Deep Blue," wow, cool name.
ูˆ ุธู‡ุฑ ุฌู„ูŠุงู‹ ููŠู…ุง ุจุนุฏ ุฃู† ุชุณู…ูŠุฉ ุงู„ู…ุดุฑูˆุน ุจู€ ุฏูŠุจ ุจู„ูˆ ูƒุงู†ู†ุช ุฎุทูˆุฉ ู…ูˆูู‚ุฉ, ููŠ ุดุฑูƒุฉ ูƒู€ ุจูŠ ุฃู… ุฏุจู„ูŠูˆ, ู„ุฏูŠู‡ุง ุฑู†ุฉ -- ุฏูŠุจ ุจู„ูˆ, ูŠุงู„ู„ู‡ูˆู„, ุงุณู… ู…ุฐู‡ู„.
Translate to Arabic
So people get wrapped up in it. And we took a team of designers, and we sent them off to America. And we gave them a budget, what we thought was a set of deliverables, a timetable, and nothing else.
ูˆ ูƒุฐู„ูƒ ุฅู†ุถู… ุงู„ู†ุงุณ ููŠู‡ุง. ูˆ ุฌู…ุนู†ุง ูุฑูŠู‚ุงู‹ ู…ู† ุงู„ู…ุตู…ู…ูŠู†, ูˆ ุฃุฑุณู„ู†ุงู‡ู… ุงู„ู‰ ุฃู…ุฑูŠูƒุง. ูˆ ุฃุนุทูŠู†ุงู‡ู… ู…ูŠุฒุงู†ูŠุฉ, ูˆ ู‚ุงุฆู…ุฉ ุจุงู„ุฃุดูŠุงุก ุงู„ุชูŠ ูŠุฌุจ ุนู„ูŠู‡ู… ุฃู† ูŠู†ุฌุฒูˆู‡ุง, ูˆ ุฌุฏูˆู„ ุนู…ู„, ูˆ ู„ุง ุดูŠุก ุณูˆู‰ ุฐู„ูƒ.
Translate to Arabic
Like I said, I just had a phone number that connected me to them.
ูˆ ูƒู…ุง ู‚ู„ุช ุณุงุจู‚ุงู‹, ู„ู… ูŠุฏูƒู† ู„ุฏูŠ ุณูˆู‰ ุฑู‚ู… ู‡ุงุชู ูŠุตู„ู†ูŠ ุจู‡ู….
Translate to Arabic
And a group of engineers worked in Germany, and the idea was they would work separately on this problem of what's the successor to the SUV.
ูˆ ู…ุฌู…ูˆุนุฉ ู…ู† ุงู„ู…ู‡ู†ุฏุณูŠู† ูƒุงู†ุช ุชุนู…ู„ ููŠ ุฃู„ู…ุงู†ูŠุง, ูˆ ูƒุงู†ุช ุงู„ููƒุฑุฉ ูˆู‚ุชุฆุฐู ุฃู† ูŠุนู…ู„ูˆุง ู…ู†ูุตู„ูŠู† ุนู„ู‰ ุฅุดูƒุงู„ูŠุฉ ู…ู† ูŠูƒูˆู† ุฎู„ูŠูุฉ ุงู„ู€ ุฅุณ ูŠูˆ ููŠ ููŠ ุฃู…ุฑูŠูƒุง,
Translate to Arabic
They would come together, compare notes. Then they would work apart, come together, and they would produce together a monumental set of diverse opinions that didn't pollute each other's ideas -- but at the same time came together and resolved the problems.
ูˆ ุจุนุฏู‡ุง ูŠุฌุชู…ุนูˆู†, ูŠู‚ุงุฑู†ูˆู† ู…ู„ุงุญุธุงุชู‡ู…. ูˆ ุจุนุฏู‡ุง ูŠุนู…ู„ูˆู† ู…ู†ูุตู„ูŠู† ุซุงู†ูŠุฉ, ุซู… ูŠุฌุชู…ุนูˆู†, ูˆ ุนู†ุฏู‡ุง ูŠู…ูƒู†ู‡ู… ุงู„ุฅู†ุชุงุฌ ู…ุนุงู‹ ู„ู…ุฌู…ูˆุนุฉ ูƒุจูŠุฑุฉ ู…ู† ุงู„ุฃููƒุงุฑ, ู„ุง ุชุบุถ ุงู„ุทุฑู ุนู† ุฃููƒุงุฑ ุงู„ุทุฑู ุงู„ุขุฎุฑ -- ูˆ ู„ูƒู† ููŠ ู†ูุณ ุงู„ูˆู‚ุช, ุชุญู„ ุงู„ู…ุดูƒู„ุฉ.
Translate to Arabic
Hopefully, really understand the customer at its heart, where the customer is, live with them in America. So -- sent the team off, and actually something different happened. They went other places.
ูˆ ูƒุงู† ูŠุคู…ู„, ุฃู† ูŠุชูู‡ู…ูˆุง ุงุญุชูŠุงุฌุงุช ุงู„ุฒุจูˆู†, ุญูŠุซู…ุง ูƒุงู† ูŠุนูŠุด, ุฃู† ูŠุนูŠุดูˆุง ู…ุนู‡ ููŠ ุฃู…ุฑูŠูƒุง. ุฅุฐุงู‹ -- ุฃุฑุณู„ู†ุง ุงู„ูุฑูŠู‚, ูˆ ููŠ ุงู„ุญู‚ูŠู‚ุฉ ุญุตู„ ุดูŠุก ุขุฎุฑ. ู„ู‚ุฏ ุฐู‡ุจูˆุง ุฅู„ู‰ ุฃู…ูƒู†ุฉ ุฃุฎุฑู‰.
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They disappeared, quite honestly, and all I got was postcards.
ู„ู‚ุฏ ุงุฎุชููˆุง, ุจุตุฑุงุญุฉ, ูˆ ูƒู„ ู…ุง ุญุตู„ุช ุนู„ูŠู‡ ู‡ูˆ ุจุทุงู‚ุงุช ุจุฑูŠุฏ.
Translate to Arabic
Now, I got some postcards of these guys in Las Vegas, and I got some postcards of these guys in the Grand Canyon, and I got these postcards of Niagara Falls, and pretty soon they're in New York, and I don't know where else.
ุญุตู„ุช ุนู„ู‰ ุจุนุถ ุจุทุงู‚ุงุช ุงู„ุจุฑูŠุฏ ู…ู† ุฃูˆู„ุฆูƒ ุงู„ุฐูŠู† ูƒุงู†ูˆ ููŠ ู„ุงุณ ููŠุบุงุณ, ูˆ ุญุตู„ุช ูƒุฐู„ูƒ ุนู„ู‰ ุจุทุงู‚ุงุช ุจุฑูŠุฏ ู…ู† ุฃูˆู„ุฆูƒ ุงู„ุฐูŠู† ูƒุงู†ูˆุง ููŠ ุบุฑุงู†ุฏ ูƒุงู†ูŠูˆู†, ูˆ ุญุตู„ุช ุฃูŠุถุงู‹ ุนู„ู‰ ุจุทุงู‚ุงุช ุจุฑูŠุฏ ู…ู† ุดู„ุงู„ุงุช ู†ูŠุงุบุฑุง, ูˆ ู‚ุฑูŠุจุงู‹ ุณูŠูƒูˆู†ูˆู† ููŠ ู†ูŠูˆูŠูˆุฑูƒ, ูˆ ู„ุง ุฃุนู„ู… ุฃูŠู† ุฃูŠุถุงู‹
Translate to Arabic
And I'm telling myself, "This is going to be a great car, they're doing research that I've never even thought about before."
ูˆ ุฃู†ุง ุฃู‚ูˆู„ ู„ู†ูุณูŠ, "ุณุชูƒูˆู† ู‡ุฐู‡ ุณูŠุงุฑุฉ ุนุธูŠู…ุฉ, ุฅู†ู‡ู… ูŠู‚ูˆู…ูˆู† ุจุฃุจุญุงุซ ู„ู… ุฃููƒุฑ ุจู‡ุง ุณุงุจู‚ุงู‹."
Translate to Arabic
Right? And they decided that instead of, like, having a studio, and six or seven apartments, it was cheaper to rent Elizabeth Taylor's ex-house in Malibu.
ูˆ ู‚ุฑุฑูˆุง ุฃู†ู‡ ุจุฏู„ุงู‹ ู…ู† ุฃู† ูŠูƒูˆู† ู„ุฏูŠู‡ู… ุณุชูˆุฏูŠูˆ, ูˆ ุณุช ุฃูˆ ุณุจุน ุดู‚ู‚, ูƒุงู† ุฃุฑุฎุต ุนู„ูŠู‡ู… ุฃู† ูŠุณุชุฃุฌุฑูˆุง ุจูŠุช ุฅู„ูŠุฒุงุจูŠุซ ุชุงูŠู„ูˆุฑ ุงู„ู‚ุฏูŠู… ููŠ ู…ุงู„ูŠุจูˆ.
Translate to Arabic
And -- at least they told me it was her house, I guess it was at one time, she had a party there or something.
ูˆ -- ุนู„ู‰ ุงู„ุฃู‚ู„ ุฃุฎุจุฑูˆู†ูŠ ุฃู†ู‡ ุจูŠุชู‡ุง, ุฃุธู† ุฃู†ู‡ ููŠ ูˆู‚ุช ู…ู† ุงู„ุฃูˆู‚ุงุช, ูƒุงู† ู„ุฏูŠู‡ุง ุญูู„ุฉ ู‡ู†ุงูƒ ุฃูˆ ุดูŠุก ู…ู† ู‡ุฐุง ุงู„ู‚ุจูŠู„.
Translate to Arabic
But anyway, this was the house, and they all lived there.
ุนู„ู‰ ูƒู„ ุญุงู„, ูƒุงู† ู‡ุฐุง ู‡ูˆ ุงู„ุจูŠุช, ูˆ ูƒู„ู‡ู… ุฃู‚ุงู…ูˆุง ู‡ู†ุงูƒ.
Translate to Arabic
Now this is 24/7 living, half-a-dozen people who'd left their -- some had left their wives behind and families behind, and they literally lived in this house for the entire six months the project was in America, but the first three months were the most intensive.
ูˆ ุงู„ุขู† ู‡ุฐู‡ ุญูŠุงุชู‡ู… 24/7, ู†ุตู ุฏุฑุฒู† ู…ู† ุงู„ุฃุดุฎุงุต ุงู„ุฐูŠู† ุชุฑูƒูˆุง ูˆุฑุงุฆู‡ู… -- ุจุนุถู‡ู… ู‚ุฏ ุชุฑูƒูˆุง ุฃูˆู„ุงุฏู‡ู… ูˆ ุนุงุฆู„ุงุชู‡ู… ูˆุฑุงุฆู‡ู…, ูˆ ู‡ู… ุญู‚ูŠู‚ุฉ ุนุงุดูˆุง ููŠ ู‡ุฐุง ุงู„ู…ู†ุฒู„ ู„ู…ุฏุฉ ุณุชุฉ ุฃุดู‡ุฑ ูƒุงู…ู„ุฉ, ูˆ ู„ูƒู† ุงู„ุดู‡ูˆุฑ ุงู„ุซู„ุงุซุฉ ูƒุงู†ุช ู‡ูŠ ุงู„ุฃูƒุซุฑ ุตุนูˆุจุฉ.
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And one of the young women in the project, she was a fantastic lady, she actually built her room in the bathroom.
ูˆ ุฃุญุฏู‰ ุงู„ุดุงุจุงุช ููŠ ุงู„ู…ุดุฑูˆุน, ูƒุงู†ุช ุดุงุจุฉ ุฑุงุฆุนุฉ, ู„ู‚ุฏ ุจู†ุช ุบุฑูุชู‡ุง ููŠ ุงู„ุญู…ุงู….
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The bathroom was so big, she built the bed over the bathtub -- it's quite fascinating.
ูƒุงู† ุงู„ุญู…ุงู… ูƒุจูŠุฑุง ู„ุฏุฑุฌุฉ ุฃู†ู‡ุง ุจู†ุช ุณุฑูŠุฑู‡ุง ููˆู‚ ุญูˆุถ ุงู„ุฅุณุชุญู…ุงู… -- ุฅู†ู‡ ู„ุดูŠุก ุฑุงุฆุน ุญู‚ุงู‹.
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On the other hand, I didn't know anything about this. OK?
ููŠ ุงู„ุฌุงู†ุจ ุงู„ุขุฎุฑ, ู„ู… ุฃูƒู† ุฃุนู„ู… ุฃูŠ ุดูŠุก ุนู† ู‡ุฐุง. ุญุณู†ุงู‹ุŸ
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Nothing. This is all going on, and all I'm getting is postcards of these guys in Las Vegas, or whatever, saying, "Don't worry Chris, this is really going to be good." OK?
ู„ุง ุดูŠุก. ูƒู„ ู‡ุฐุง ูŠุฌุฑูŠ, ูˆ ูƒู„ ู…ุง ูƒู†ุช ุฃุญุตู„ ุนู„ูŠู‡ ู‡ูˆ ุงู„ุจุทุงู‚ุงุช ุงู„ุจุฑูŠุฏูŠุฉ ู…ู† ุฃูˆู„ุงุฆูƒ ุงู„ุฃุดุฎุงุต ููŠ ู„ุงุณ ููŠุบุงุณ, ุฃูˆ ุฃูŠุงู‹ ูƒุงู†ูˆุง, ูˆ ูŠู‚ูˆู„ูˆู† ู„ูŠ, "ู„ุง ุชู‚ู„ู‚ ูŠุง ูƒุฑูŠุณ, ุณูŠูƒูˆู† ู‡ุฐุง ุฑุงุฆุนุงู‹ ุญู‚ุงู‹." ุญุณู†ุงู‹ุŸ
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So my concept of what a design studio was probably -- I wasn't up to speed on where these guys were.
ุฃุฐุงู‹ ูƒุงู† ู…ูู‡ูˆู…ูŠ ู„ุณุชูˆุฏูŠูˆ ุงู„ุชุตู…ูŠู… ุฃู†ู‡ ูƒุงู† ุบุงู„ุจุงู‹ -- ุฃู†ูŠ ู„ู… ุฃูƒู† ุนู„ู‰ ุฅุทู„ุงุน ูƒุงููŠ ู„ู…ุง ูŠู‚ูˆู… ุจู‡ ุฃูˆู„ุฆูƒ ุงู„ุฃุดุฎุงุต.
Translate to Arabic
However, the engineers back in Munich had taken on this kind of Newtonian solution, and they were trying to find how many cup holders can dance on the head of a pin, and, you know, these really serious questions that are confronting the modern consumer.
ู„ูƒู†, ุงู„ู…ู‡ู†ุฏุณูˆู† ููŠ ู…ูŠูˆู†ูŠุฎ ูƒุงู†ูˆ ู‚ุฏ ุฃุฎุฐูˆุง ููŠ ุฅูŠุฌุงุฏ ุญู„ ู†ูŠูˆุชูˆู†ูŠ ู†ูˆุนุงู‹ ู…ุง, ูˆ ูƒุงู†ูˆุง ูŠุญุงูˆู„ูˆู† ุฅูŠุฌุงุฏ ุนุฏุฏ ุญุงู…ู„ุงุช ุงู„ุฃูƒูˆุงุจ ุงู„ุชูŠ ูŠู…ูƒู†ู‡ุง ุฃู† ุชุฑู‚ุต ุนู„ู‰ ุฑุฃุณ ุฏุจูˆุณ, ูˆ, ุชุนู„ู…ูˆู†, ู‡ุฐู‡ ุงู„ุฃุณุฆู„ุฉ ุงู„ุฌุงุฏุฉ ุฌุฏุงู‹ ุงู„ุชูŠ ูƒุงู†ุช ุชูˆุงุฌู‡ ุงู„ุฒุจูˆู† ุงู„ุนุตุฑูŠ.
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And one was hoping that these two teams would get together, and this collusion of incredible creativity, under these incredible surroundings, and these incredibly stressed-out engineers, would create some incredible solutions.
ูˆ ูƒุงู† ุงู„ู…ุฑุฆ ูŠุฃู…ู„ ููŠ ุฃู† ูŠู†ุฏู…ุฌ ู‡ุงุชูŠู† ุงู„ูุฑูŠู‚ูŠู† ู…ุน ุจุนุถู‡ู…ุง ุงู„ุจุนุถ, ูˆ ู‡ุฐุง ุงู„ุชู„ุงุญู… ู„ู„ุฅุจุฏุงุน ุงู„ุฑู‡ูŠุจ, ุชุญุช ู‡ุฐู‡ ุงู„ุธุฑูˆู ุงู„ุฑู‡ูŠุจุฉ, ูˆ ุฃูˆู„ุฆูƒ ุงู„ู…ู‡ู†ุฏุณูˆู† ุงู„ู…ุชุดุฏุฏูˆู† ู„ุฏุฑุฌุฉ ูŠุตุนุจ ุชุฎูŠู„ู‡ุง, ูƒุงู† ูŠู…ูƒู† ุฃู† ูŠู†ุชุฌ ุญู„ุงู‹ ู„ุง ูŠุตุฏู‚.
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Well, what I didn't know was, and what we found out was -- these guys, they can't even like talk to each other under those conditions.
ุญุณู†ุงู‹, ู…ุง ู„ู… ุฃูƒู† ุฃุนุฑูู‡, ูˆ ู…ุง ุนุฑูู†ุงู‡ ู„ุงุญู‚ุงู‹ ู‡ูˆ ุฃู† -- ุฃูˆู„ุฆูƒ ุงู„ุดุจุงู† ู„ู… ูŠูƒู† ุจุงุณุชุทุงุนุชู‡ู… ุงู„ุชุญุฏุซ ู…ุน ุจุนุถู‡ู… ุงู„ุจุนุถ ุชุญุช ู‡ุฐู‡ ุงู„ุธุฑูˆู.
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You get a divergence of Newtonian and quantum thinking at that point, you have a split in your dialog that is so deep, and so far, that they cannot bring this together at all.
ูƒุงู† ู‡ู†ุงู„ูƒ ุงุฎุชู„ุงู ู†ูŠูˆุชูˆู†ูŠ ูˆ ูƒู…ูŠ ุชููƒูŠุฑูŠ ููŠ ู‡ุฐู‡ ุงู„ู†ู‚ุทุฉ, ู„ุฏูŠูƒ ุดู‚ ููŠ ุญูˆุงุฑูƒ ูˆ ู‡ูˆ ุดู‚ ุนู…ูŠู‚ ูˆ ุจุนูŠุฏ ู„ู„ุบุงูŠุฉ, ูˆ ุฃู†ู‡ ู„ุง ูŠู…ูƒู†ู‡ู… ุฌู…ุน ู‡ุฐุง ุงู„ุดู‚ ุฅุทู„ุงู‚ุงู‹.
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And so we had our first meeting, after three months, in Tiburon, which is just up the road from here -- you know Tiburon?
ูˆ ู‡ูƒุฐุง ุนู‚ุฏู†ุง ุฃูˆู„ ุงุฌุชู…ุงุน ู„ู†ุง, ุจุนุฏ ุซู„ุงุซุฉ ุฃุดู‡ุฑ, ููŠ ุชูŠุจูˆุฑู†, ูˆ ู‡ูŠ ู‡ู†ุง ุนู„ู‰ ู‚ุงุฑุนุฉ ู„ุทุฑูŠู‚ -- ุฃุชุนุฑููˆู† ุชูŠุจูˆุฑู†ุŸ
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And the idea was after the first three months of this independent research they would present it all to Dr. Goschel -- who is now my boss, and at that time he was co-mentor on the project -- and they would present their results.
ูˆ ูƒุงู†ุช ุงู„ููƒุฑุฉ ุฃู†ู‡ ุจุนุฏ ุซู„ุงุซุฉ ุฃุดู‡ุฑ ู…ู† ู‡ุฐุง ุงู„ุจุญุซ ุงู„ุฐุงุชูŠ ูŠุฌุจ ุนู„ูŠู‡ู… ุชู‚ุฏูŠู… ุงู„ู†ุชุงุฆุฌ ูƒู„ู‡ุง ุฅู„ู‰ ุฏูƒุชูˆุฑ ุบูˆุดู„ -- ุงู„ุฐูŠ ุจุฏูˆุฑู‡ ุฃุตุจุญ ุฑุฆูŠุณูŠ ุงู„ุขู†, ูˆ ูƒุงู† ูˆู‚ุชุฆุฐ ู…ุฏูŠุฑ ุงู„ู…ุดุฑูˆุน -- ูˆ ูƒุงู† ุนู„ูŠู‡ู… ุชู‚ุฏูŠู… ุงู„ู†ุชุงุฆุฌ.
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We would see where we were going, we would see the first indication of what could be the successive phenomenon to the SUV in America.
ูƒู†ุง ู†ุฑู‰ ุฅู„ู‰ ุฃูŠู† ู†ุญู† ุฐุงู‡ุจูˆู†, ูƒู†ุง ู†ุฑู‰ ุงู„ุนู„ุงู…ุงุช ุงู„ุฃูˆู„ู‰ ู„ู…ุง ูŠู…ูƒู†ู‡ ุฃู† ูŠุตุจุญ ุงู„ุฎู„ูŠูุฉ ุงู„ู†ุงุฌุญุฉ ู„ู„ู€ ุฃุณ ูŠูˆ ููŠ ููŠ ุฃู…ุฑูŠูƒุง.
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And so I had these ideas in my head, that this is going to be great.
ูˆ ู‡ูƒุฐุง ูƒุงู†ุช ู„ุฏูŠ ุชู„ูƒ ุงู„ุฃููƒุงุฑ ููŠ ุฑุฃุณูŠ, ุฃู† ู‡ุฐุง ุณูŠูƒูˆู† ุฑุงุฆุนุงู‹.
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I mean, I'm going to see so much work, it's so intense -- I know probably Las Vegas meant a lot about it, and I'm not really sure where the Grand Canyon came in either -- but somehow all this is going to come together, and I'm going to see some really great product.
ุฃุนู†ูŠ, ุณูˆู ุฃุฑู‰ ุงู„ูƒุซูŠุฑ ู…ู† ุงู„ุฃุนู…ุงู„, ุฅู†ู‡ ู„ุดูŠุก ู…ุซูŠุฑ ุญู‚ุงู‹ -- ุฃุนู„ู… ุฃู† ู„ุงุณ ููŠุบุงุณ ูƒุงู†ุช ุณุชูƒูˆู† ู„ุฏูŠู‡ุง ุจุนุถ ุงู„ู„ู…ุณุงุช, ูˆ ู„ุณุช ู…ุชุฃูƒุฏุงู‹ ุญู‚ูŠู‚ุฉ ุฃูŠู† ุณูŠุฃุชูŠ ุฏูˆุฑ ุงู„ู€ ุบุฑุงู†ุฏ ูƒุงู†ูŠูˆู† -- ูˆ ู„ูƒู† ุจุทุฑูŠู‚ุฉ ุฃูˆ ุจุฃุฎุฑู‰ ูƒู„ ู‡ุฐุง ุณูŠุชูƒูˆู† ู…ุน ุจุนุถู‡ ุงู„ุจุนุถ, ูˆ ุณูˆู ุฃุฑู‰ ู…ู†ุชูˆุฌุงู‹ ุฑุงุฆุนุงู‹ ุญู‚ุงู‹.
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So we went to Tiburon, after three months, and the team had gotten together the week before, many days ahead of time.
ุฃุฐุงู‹ ุฐู‡ุจู†ุง ุฅู„ู‰ ุชูŠุจูˆุฑู†, ุจุนุฏ ุซู„ุงุซุฉ ุฃุดู‡ุฑ, ูˆ ูƒุงู† ุงู„ูุฑู‚ ู‚ุฏ ูˆุตู„ ุฅู„ู‰ ู‡ู†ุงูƒ ู‚ุจู„ ุฃุณุจูˆุน, ู‚ุจู„ ุงู„ูˆู‚ุช ุงู„ู…ุญุฏุฏ ุจุนุฏุฉ ุฃูŠุงู….
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The engineers flew over, and designers got together with them, and they put their presentation together.
ุทุงุฑ ุงู„ู…ู‡ู†ุฏุณูˆู† ุฅู„ู‰ ุงู„ู…ูƒุงู†, ูˆ ุงุฌุชู…ุน ู…ุนู‡ู… ุงู„ู…ุตู…ู…ูˆู†, ูˆ ู‚ุงู…ูˆุง ุจูˆุถุน ุนุฑูˆุถู‡ู….
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Well, it turns out that the engineers hadn't done anything.
ุญุณู†ุงู‹, ู„ู‚ุฏ ุชุจูŠู† ุฃู† ุงู„ู…ู‡ู†ุฏุณูˆู† ู„ู… ูŠู‚ูˆู…ูˆุง ุจุฃูŠ ุดูŠุก ูŠุฐูƒุฑ.
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And they hadn't done anything because -- kind of, like in car business, engineers are there to solve problems, and we were asking them to create a problem.
ูˆ ู„ู… ูŠู‚ูˆู…ูˆุง ุจุฃูŠ ุดูŠุก ุจุณุจุจ -- ู†ูˆุนุงู‹ ู…ุง, ููŠ ุตู†ุงุนุฉ ุงู„ุณูŠุงุฑุงุช, ุงู„ู…ู‡ู†ุฏุณูˆู† ู…ูˆุฌูˆุฏูˆู† ู„ุญู„ ุงู„ู…ุดุงูƒู„, ูˆ ูƒู†ุง ู‚ุฏ ุทู„ุจู†ุง ู…ู†ู‡ู… ุฃู† ูŠู†ุดุฆูˆุง ุงู„ู…ุดูƒู„ุฉ.
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And the engineers were waiting for the designers to say, "This is the problem that we've created, now help us solve it."
ูˆ ุงู„ู…ู‡ู†ุฏุณูˆู† ูƒุงู† ูŠู†ุชุธุฑูˆู† ุงู„ู…ุตู…ู…ู…ูŠู† ุฃู† ูŠู‚ูˆู„ูˆุง ู„ู‡ู…, "ู‡ุฐู‡ ู‡ูŠ ุงู„ู…ุดูƒู„ุฉ ุงู„ุชูŠ ุฃู†ุดุฃู†ุงู‡ุง, ุงู„ุขู† ุณุงุนุฏูˆู†ุง ููŠ ุฅูŠุฌุงุฏ ุญู„ ู„ู‡ุง."
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And they couldn't talk about it. So what happened was, the engineers showed up with nothing.
ูˆ ู„ู… ูŠูƒู† ุจุงุณุชุทุงุนุชู‡ู… ุฃู† ูŠุชูƒู„ู…ูˆุง ุนู†ู‡ุง. ุฃุฐุงู‹ ู…ุง ุญุตู„ ู‡ูˆ ุงู„ุชุงู„ูŠ, ุธู‡ุฑ ุงู„ู…ู‡ู†ุฏุณูˆู† ูุงุฑุบูŠ ุงู„ูŠุฏูŠู†.
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And the engineers told the designers, "If you go in with all your stuff, we'll walk out, we'll walk right out of the project."
ูˆ ู‚ุฏ ุฃุฎุจุฑ ุงู„ู…ู‡ู†ุฏุณูˆู† ุงู„ู…ุตู…ู…ูˆู†, "ุฅู† ุฐู‡ุจุชู… ุจูƒู„ ู…ุง ุนู†ุฏูƒู…, ุณูˆู ู†ู†ุณุญุจ, ุณูˆู ู†ู†ุณุญุจ ู…ู† ุงู„ู…ุดุฑูˆุน."
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So I didn't know any of this, and we got a presentation that had an agenda, looked like this.
ูˆ ู„ู… ุฃูƒู† ุฃุนู„ู… ุฃูŠ ุดูŠุก ุนู† ู‡ุฐุง, ูˆ ู‚ุฏ ูƒุงู† ู„ุฏูŠู†ุง ุนุฑุถ ูŠุญุชูˆูŠ ุนู„ู‰ ุฌุฏูˆู„ ุฃุนู…ุงู„, ุจู‡ุฐุง ุงู„ุดูƒู„.
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There was a whole lot of dialog.
ูƒุงู† ู‡ู†ุงู„ูƒ ุงู„ูƒุซูŠุฑ ู…ู† ุงู„ุญูˆุงุฑุงุช.
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We spent four hours being told all about vocabulary that needs to be built between engineers and designers.
ู„ู‚ุฏ ุฃู…ุถูŠู†ุง ุฃุฑุจุน ุณุงุนุงุช ู†ุณุชู…ุน ุฅู„ู‰ ุดุฑุญ ุนู† ุงู„ูƒู„ู…ุงุช ุงู„ุชูŠ ูŠุฌุจ ุฃู† ุชุจู†ู‰ ุจูŠู† ุงู„ู…ู‡ู†ุฏุณูŠู† ูˆ ุงู„ู…ุตู…ู…ูŠู†.
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And here I'm expecting at any moment, "OK, they're going to turn the page, and I'm going to see the cars, I'm going to see the sketches, I'm going to see maybe some idea of where it's going."
ูˆ ูƒู†ุช ุฃุชูˆู‚ุน ู‡ู†ุง ููŠ ุฃูŠ ู„ุญุธุฉ, "ุญุณู†ุงู‹, ุณูˆู ูŠุทูˆู† ุงู„ุตูุญุฉ, ุณูˆู ุฃุฑู‰ ุณูŠุงุฑุงุช, ุณูˆู ุฃุฑู‰ ุงุณูƒุชุดุงุช, ุณูˆู ุฃุฑู‰ ุฑุจู…ุง ููƒุฑุฉ ุนู…ุง ุชูˆุตู„ูˆุง ุฅู„ูŠู‡."
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Dialog kept on going, with mental maps of words, and pretty soon it was becoming obvious that instead of being dazzled with brilliance, I was seriously being baffled with bullshit.
ูˆ ู„ูƒู† ุงู„ุญูˆุงุฑุงุช ุงุณุชู…ุฑุช, ู…ุน ุฎุฑุงุฆุท ุนู‚ู„ูŠุฉ ู„ู„ูƒู„ู…ุงุช, ูˆ ุนุงุฌู„ุงู‹ ุฃุตุจุญุช ุงู„ุนู…ู„ูŠุฉ ุจุฏู„ ุฃู† ุชูƒูˆู† ู…ู„ูŠุฆุฉ ุจุงู„ุฅุจุฏุงุน, ู„ู‚ุฏ ุฃุตุงุจูˆู†ูŠ ุญู‚ูŠู‚ุฉ ุจุญูŠุฑุฉ ู…ู„ูŠุฆุฉ ุจุงู„ู‡ุฑุงุก.
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And if you can imagine what this is like, to have these months of postcard indication of how great this team is working, and they're out there spending all this money, and they're learning, and they're doing all this stuff.
ูˆ ุฅู† ูƒุงู† ุจุฅู…ูƒุงู†ูƒ ุฃู† ุชุชุตูˆุฑ ุงู„ู…ุดู‡ุฏ, ุฃู† ูŠูƒูˆู† ู„ุฏูŠูƒ ู‡ุฐู‡ ุงู„ุดู‡ูˆุฑ ุงู„ู…ู„ูŠุฆุฉ ุจุงู„ุจุทุงู‚ุงุช ุงู„ุจุฑูŠุฏูŠุฉ ูˆ ุงู„ุชูŠ ุชุฏู„ ุนู„ู‰ ุฃู† ุงู„ูุฑู‚ ูƒุงู† ูŠุนู…ู„ ุนู…ู„ุงู‹ ุฑุงุฆุนุงู‹, ูˆ ู‡ู… ู‡ู†ุงูƒ ูŠู†ูู‚ูˆู† ูƒู„ ู‡ุฐู‡ ุงู„ุฃู…ูˆุงู„, ูˆ ู‡ู… ูŠุชุนู„ู…ูˆู†, ูˆ ู‡ู… ูŠูุนู„ูˆู† ูƒู„ ู‡ุฐู‡ ุงู„ุฃุดูŠุงุก.
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I went fucking ballistic, right? I went nuts.
ู„ู‚ุฏ ุฃุตุจุช ุจุงู„ุฌู†ูˆู†. ู„ู‚ุฏ ุทุงุฑ ุนู‚ู„ูŠ.
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You can probably remember Tiburon, it used to look like this.
ูŠู…ูƒู†ูƒู… ุฃู† ุชุชุฐูƒุฑูˆุง ุชูŠุจุฑูˆู†, ู„ู‚ุฏ ูƒุงู†ุช ุชุจุฏูˆ ูƒู‡ุฐุง.
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After four hours of this, I stood up, and I took this team apart.
ูˆ ุจุนุฏ ุนุฏุฉ ุณุงุนุงุช ู…ู† ู‡ุฐุง, ูˆู‚ูุช, ูˆ ุทู„ุจุช ู…ู† ู‡ุฐุง ุงู„ูุฑูŠู‚ ุฃู† ูŠุชู†ุญู‰ ุฌุงู†ูŠุงู‹
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I screamed at them, I yelled at them, "What the hell are you doing?
ูˆ ุตุฑุฎุช ุนู„ูŠู‡ู…, "ู…ุง ุงู„ุฐูŠ ุชูุนู„ูˆู†ู‡ุŸ
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You're letting me down, you're my designers, you're supposed to be the creative ones, what the hell is going on around here?"
ุฅู†ูƒู… ุชุฎุฐู„ูˆู†ู†ูŠ, ุฃู†ุชู… ู…ุตู…ู…ูŠูŠ, ูŠุฌุฏุฑ ุจูƒู… ุฃู† ุชูƒูˆู†ูˆุง ู…ุจุฏุนูŠู†, ู…ุง ุงู„ุฐูŠ ูŠุญุฏุซุŸ"
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It was probably one of my better tirades, I have some good ones, but this was probably one of my better ones. And I went into these people; how could they take BMW's money, how could they have a holiday for three months and produce nothing, nothing?
ู„ู‚ุฏ ูƒุงู†ุช ุฅุญุฏู‰ ุฃูุถู„ ุฎุทุจูŠ, ู„ุฏูŠ ุจุนุถ ุงู„ุฌูŠุฏ ู…ู†ู‡ุง, ูˆ ู„ูƒู† ูƒุงู†ุช ู‡ุฐู‡ ุฃุญุฏู‰ ุฃูุถู„ู‡ู…. ูˆ ุชูˆุฌู‡ุช ู†ุญูˆ ุฃูˆู„ุฆูƒ ุงู„ุฃุดุฎุงุต: ูƒูŠู ูŠู…ูƒู†ู‡ู… ุฃู† ูŠุฃุฎุฐูˆุง ุฃู…ูˆุงู„ ุจูŠ ุฃู… ุฏุจู„ูŠูˆ, ูƒูŠู ูŠู…ูƒู†ู‡ู… ุฃู† ูŠู…ุถูˆุง ุฅุฌุงุฒุฉ ู„ู…ุฏุฉ ุซู„ุงุซ ุฃุดู‡ุฑ, ูˆ ูŠู†ุชุฌูˆุง ู„ุง ุดูŠุก, ู„ุง ุดูŠุกุŸ
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Because of course they didn't tell us that they had three station wagons full of drawings, model concepts, pictures -- everything I wanted, they'd locked up in the cars, because they had shown solidarity with the engineers -- and they'd decided not to show me anything, in order to give the chance for problem solving a chance to start, because they hadn't realized, of course, that they couldn't do problem creating.
ู„ุฃู†ู‡ู… ุจุงู„ุทุจุน ู„ู… ูŠุฎุจุฑูˆู†ูŠ ุฃู†ู‡ ู„ุฏูŠู‡ู… ุซู„ุงุซ ุดุงุญู†ุงุช ู…ู„ูŠุฆุฉ ุจุงู„ุฑุณูˆู…ุงุช, ุงู„ู…ุฌุณู…ุงุช, ุตูˆุฑ -- ูˆ ูƒู„ ุดูŠุก ุฃุฑุฏุชู‡, ูƒุงู† ูƒู„ ู‡ุฐุง ููŠ ุงู„ุณูŠุงุฑุงุช, ู„ุฃู†ู‡ู… ูƒุงู†ูˆุง ู‚ุฏ ุชุถุงู…ู†ูˆุง ู…ุน ุงู„ู…ู‡ู†ุฏุณูŠู† -- ูˆ ู‚ุฏ ู‚ุฑุฑูˆุง ุฃู† ู„ุง ูŠุนุฑุถูˆุง ู„ูŠ ุดูŠุฆุงู‹, ู„ูƒูŠ ูŠู…ู†ุญูˆุง ุงู„ูุฑุตุฉ ู„ู„ุจุฏุก ุจุญู„ ุงู„ู…ุดุงูƒู„, ู„ุฃู†ู‡ู… ู„ู… ูŠุฏุฑูƒูˆุง, ุจุงู„ุทุจุน, ุฃู†ู‡ ู„ุง ูŠู…ูƒู†ู‡ู… ุฃู† ูŠุตู†ุนูˆุง ุงู„ู…ุดุงูƒู„.
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So we went to lunch -- And I've got to tell you, this was one seriously quiet lunch.
ุฅุฐุงู‹ ุฐู‡ุจู†ุง ู„ู„ุบุฏุงุก -- ูˆ ุนู„ูŠ ุฃุฎุจุงุฑูƒู…, ู„ู‚ุฏ ูƒุงู† ู‡ุฐุง ุบุฏุงุกุงู‹ ุตุงู…ุชุงู‹ ู„ู„ุบุงูŠุฉ.
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The engineers all sat at one end of the table, the designers and I sat at the other end of the table, really quiet.
ุงู„ู…ู‡ู†ุฏุณูˆู† ุฌู„ุณูˆุง ู‡ุงุฏุฆูŠู† ุนู„ู‰ ุทุฑู ู…ู† ุงู„ุทุงูˆู„ุฉ, ูˆ ุฃู†ุง ูˆ ุงู„ู…ุตู…ู…ูŠู† ุฌู„ุณู†ุง ุนู„ู‰ ุงู„ุทุฑู ุงู„ุขุฎุฑ, ุจุตู…ุช ุดุฏูŠุฏ.
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And I was just fucking furious, furious. OK?
ูˆ ูƒู†ุช ุบุงุถุจุงู‹ ุญู‚ุงู‹. ุญุณู†ุงู‹ุŸ
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Probably because they had all the fun and I didn't, you know.
ุบุงู„ุจุงู‹ ู„ุฃู†ู‡ู… ุงุณุชู…ุชุนูˆุง ุจูˆู‚ุชู‡ู… ูˆ ุฃู†ุง ู„ู… ุชุณู†ุญ ู„ูŠ ูุฑุตุฉ ุฐู„ูƒ, ุฃุชุนู„ู…ูˆู†.
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That's what you get furious about right?
ู‡ุฐุง ู…ุง ูŠุบุถุจูƒ ุนุงุฏุฉ ุฃู„ูŠุณ ูƒุฐู„ูƒุŸ
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And somebody asked me about Catherine, my wife, you know, did she fly out with me or something?
ูˆ ุณุฃู„ู†ูŠ ุฃุญุฏู‡ู… ุนู† ุญุงู„ ูƒุงุซุฑูŠู†, ุฒูˆุฌุชูŠ, ู‡ู„ ุทุงุฑุช ู…ุนูƒ ุฃูˆ ุดูŠุก ู…ู† ู‡ุฐุง ุงู„ู‚ุจูŠู„ุŸ
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I said, "No," and it triggered a set of thoughts about my wife.
ูˆ ุฃุฌุจุช "ู„ุง," ูˆ ู‚ุฏ ุฃูˆู‚ุฏ ุนุฏุฉ ุฃููƒุงุฑ ุญูˆู„ ุฒูˆุฌุชูŠ.
Translate to Arabic
And I recalled that when Catherine and I were married, the priest gave a very nice sermon, and he said something very important.
ูˆ ุชุฐูƒุฑุช ุญูŠู†ู…ุง ุชุฒูˆุฌู†ุง ุฃู†ุง ูˆ ูƒุงุซุฑูŠู†, ูˆ ู‚ุฏ ุฎุทุจ ูŠูˆู…ู‡ุง ุงู„ู‚ุณูŠุณ ุฎุทุจุฉ ุฌู…ูŠู„ุฉ ู„ู„ุบุงูŠุฉ, ูˆ ู‚ุงู„ ุญูŠู†ู‡ุง ุดูŠุก ู…ู‡ู… ู„ู„ุบุงูŠุฉ.
Translate to Arabic
He said, "Love is not selfish," he said, "Love does not mean counting how many times I say, 'I love you.' It doesn't mean you had sex this many times this month, and it's two times less than last month, so that means you don't love me as much.
ู‚ุงู„, "ุงู„ุญุจ ู„ูŠุณ ุฃู†ุงู†ูŠ," ู‚ุงู„, "ุงู„ุญุจ ู„ุง ูŠุนู†ูŠ ุฃู† ุชุญุตูŠ ูƒู… ู…ุฑุฉ ู‚ู„ุช, "ุฃุญุจูƒ." ุฅู†ู‡ ู„ุง ูŠุนู†ูŠ ูƒู… ู…ุฑุฉ ู…ุงุฑุณุช ุงู„ุฌู†ุณ ููŠ ู‡ุฐุง ุงู„ุดู‡ุฑ, ูˆ ุฅู†ู‡ุง ุฃู‚ู„ ุจู…ุฑุชูŠู† ุนู† ุงู„ุดู‡ุฑ ุงู„ูุงุฆุช, ุฅุฐุงู‹ ูŠุนู†ูŠ ู‡ุฐุง ุฃู†ูƒ ู„ู… ุชุนุฏ ุชุญุจู†ูŠ ุจุงู„ู‚ุฏุฑ ุฐุงุชู‡.
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Love is not selfish." And I thought about this, and I thought, "You know, I'm not showing love here. I'm seriously not showing love.
ุงู„ุญุจ ู„ูŠุณ ุฃู†ุงู†ูŠุงู‹." ูˆ ููƒุฑุช ููŠ ู‡ุฐุง, ูˆ ููƒุฑุช, "ุฃุชุฏุฑูˆู†, ุฃู†ุง ู„ุง ุฃุธู‡ุฑ ุงู„ุญุจ ู‡ู†ุง. ุฃู†ุง ุญู‚ุงู‹ ู„ุง ุฃุธู‡ุฑ ุงู„ุญุจ ู‡ู†ุง.
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I'm in the air, I'm in the air without trust.
ุฃู†ุง ููŠ ุงู„ู‡ูˆุงุก, ุฃู†ุง ููŠ ุงู„ู‡ูˆุงุก ุจุฏูˆู† ุซู‚ุฉ.
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This cannot be. This cannot be that I'm expecting a certain number of sketches, and to me that's my quantification method for qualifying a team.
ู„ุง ูŠุฌูˆุฒ ู„ู‡ุฐุง ุฃู† ูŠุญุฏุซ. ู„ุง ูŠุฌูˆุฒ ุฃู† ุฃุชูˆู‚ุน ูƒู…ูŠุฉ ู…ู† ุงู„ุฑุณู…ุงุช, ูˆ ุจุงู„ู†ุณุจุฉ ู„ูŠ ู‡ุฐู‡ ู‡ูŠ ุงู„ุทุฑูŠู‚ุฉ ู„ุชู‚ูŠูŠู… ูุฑูŠู‚ูŠ.
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This cannot be."
ู‡ุฐุง ู„ุง ูŠุฌูˆุฒ."
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So I told them this story. I said, "Guys, I'm thinking about something here, this isn't right. I can't have a relationship with you guys based on a premise that is a quantifiable one.
ู„ุฐุง ุฃุฎุจุฑุชู‡ู… ู‡ุฐู‡ ุงู„ู‚ุตุฉ. ู‚ู„ุช ู„ู‡ู…, "ุฃูŠู‡ุง ุงู„ุฑูุงู‚, ุฃู†ุง ุฃููƒุฑ ุจุดูŠุก ุงู„ุขู†, ู‡ุฐุง ู„ุง ูŠุฌูˆุฒ, ู„ุง ูŠู…ูƒู†ู†ูŠ ุฃู† ุฃูƒูˆู† ุนู„ู‰ ุนู„ุงู‚ุฉ ู…ุนูƒู… ู…ุจู†ูŠุฉ ุนู„ู‰ ู…ู‚ุฏู…ุฉ ู‚ุงุจู„ุฉ ู„ู„ู‚ูŠุงุณ ุงู„ูƒู…ูŠ.
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Based on a dictate premise that says, 'I'm a boss, you do what I say, without trust.'" I said "This can't be."
ู…ุจู†ูŠุฉ ุนู„ู‰ ู…ู‚ุฏู…ุฉ ุชู‚ูˆู„, "ุฃู†ุง ุงู„ุฑุฆูŠุณ, ุฃู†ุชู… ุชูุนู„ูˆู† ู…ุง ุขู…ุฑูƒู… ุจู‡, ุจุฏูˆู† ุซู‚ุฉ." ู‚ู„ุช "ู‡ุฐุง ู„ุง ูŠุตุญ."
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Actually, we all broke down into tears, to be quite honest about it, because they still could not tell me how much frustration they had built up inside of them, not being able to show me what I wanted, and merely having to ask me to trust them that it would come.
ููŠ ุงู„ูˆุงู‚ุน, ูƒู„ู†ุง ุงู†ูุฌุฑู†ุง ู…ู† ุงู„ุจูƒุงุก, ู„ูƒูŠ ุฃูƒูˆู† ุตุฑูŠุญุงู‹ ู…ุนูƒู…, ู„ุฃู†ู‡ ู„ู… ูŠูƒู† ุจู…ู‚ุฏูˆุฑู‡ู… ุจุนุฏ, ุฃู† ูŠุฎุจุฑูˆู†ูŠ ู…ุฏู‰ ุงู„ุฅุญุจุงุท ุงู„ุฐูŠ ูƒุงู† ุนู„ูŠู‡ู… ุงู„ุชุนุงู…ู„ ู…ุนู‡ ุจุฏุงุฎู„ู‡ู…, ู„ุนุฏู… ู‚ุฏุฑุชู‡ู… ุนู„ู‰ ุฃู† ูŠุฑูˆู†ูŠ ู…ุง ุฃุฑุฏุช ุฑุคูŠุชู‡, ูˆ ุฃู† ูŠุทู„ุจูˆุง ู…ู†ูŠ ุฃู† ุฃุซู‚ ุจู‡ู… ุฃู†ู‡ุง ุณุชุฃุชูŠ.
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And I think we felt much closer that day, we cut a lot of strings that didn't need to be there, and we forged the concept for what real team and creativity is all about.
ูˆ ุฃุนุชู‚ุฏ ุฃู†ู†ุง ุดุนุฑู†ุง ุจุงู„ู‚ุฑุจ ู…ู† ุจุนุถู†ุง ุฃูƒุซุฑ ููŠ ุฐู„ูƒ ุงู„ูŠูˆู…, ูˆ ู‚ุฏ ู‚ุทุนู†ุง ุงู„ูƒุซูŠุฑ ู…ู† ุงู„ู‚ูŠูˆุฏ ุงู„ุชูŠ ู…ุง ูƒุงู† ูŠุฌุจ ุฃู† ุชูƒูˆู† ู‡ู†ุงูƒ ุจุงู„ุฏุฑุฌุฉ ุงู„ุฃูˆู„ู‰, ูˆ ุบูŠุฑู†ุง ู…ูู‡ูˆู… ุงู„ูุฑูŠู‚ ุงู„ุญู‚ูŠู‚ูŠ ูˆ ุงู„ุฅุจุฏุงุน ูƒู„ูŠุงู‹.
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We put the car back at the center of our thoughts, and we put love, I think, truly back into the center of the process.
ู„ู‚ุฏ ูˆุถุนู†ุง ุงู„ุณูŠุงุฑุฉ ููŠ ู‚ู„ุจ ููƒุฑู†ุง, ูˆ ูˆุถุนู†ุง ุงู„ุญุจ, ุฃุนุชู‚ุฏ, ุญู‚ุงู‹, ู…ุฑุฉ ุฃุฎุฑู‰ ููŠ ู…ุฑูƒุฒ ุงู„ุนู…ู„ูŠุฉ ูƒู„ู‡ุง.
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By the way, that team went on to create six different concepts for the next model of what would be the proposal for the next generation after SUVs in America.
ุจุงู„ู…ู†ุงุณุจุฉ, ุฐุงูƒ ุงู„ูุฑูŠู‚ ุตู†ุน ุณุชุฉ ู…ูุงู‡ูŠู… ุฃุฎุฑู‰ ู„ู„ู†ู…ูˆุฐุฌ ุงู„ุฐูŠ ุจุฏูˆุฑู‡ ุณูŠูƒูˆู† ุงู„ุงู‚ุชุฑุงุญ ู„ู„ุฌูŠู„ ุงู„ู‚ุงุฏู… ุจุนุฏ ุงู„ู€ ุฃุณ ูŠูˆ ููŠ ููŠ ุฃู…ุฑูŠูƒุง.
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One of those was the idea of a crossover coupes -- you see it downstairs, the X Coupe -- they had a lot of fun with that.
ูˆุงุญุฏุฉ ู…ู† ู‡ุคู„ุงุก ูƒุงู†ุช ููƒุฑุฉ ุงู„ูƒูˆุจูŠู‡ -- ุชุฑูˆู†ู‡ุง ููŠ ุงู„ุฃุณูู„, ุงู„ู€ ุฃูƒุณ ูƒูˆุจูŠู‡ -- ู„ู‚ุฏ ู…ุฑุญูˆุง ูƒุซูŠุฑุงู‹ ู…ุนู‡ุง.
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It was the rendition of our motorcycle, the GS, as Carl Magnusson says, "brute-iful," as the idea of what could be a motorcycle, if you add two more wheels.
ู„ู‚ุฏ ูƒุงู†ุช ุงู„ุชุณู„ูŠู… ู„ุฏุฑุงุฌุชู†ุง ุงู„ู†ุงุฑูŠุฉ, ุงู„ู€ ุฌูŠ ุฃุณ, ูƒู…ุง ูŠุทู„ู‚ ุนู„ูŠู‡ุง ูƒุงุฑู„ ู…ุงุฌู†ูˆุณูˆู†, "ุจุฑูˆุช-ุงูŠูู„," ูƒู…ุง ููƒุฑุฉ ุงู„ุฏุฑุงุฌุฉ ุงู„ู†ุงุฑูŠุฉ, ุฅู† ุฃุถูุช ุฅู„ูŠู‡ุง ุนุฌู„ุชูŠู†.
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And so, in conclusion, my lesson that I wanted to pass on to you, was this one here. I'm also going to steal a little quote out of "Little Prince."
ูˆ ู‡ูƒุฐุง, ูƒุงุณุชู†ุชุงุฌ, ุฏุฑุณูŠ ุงู„ุฐูŠ ุฃูˆุฏ ุฃู† ุฃู†ู‚ู„ู‡ ู„ูƒู…, ูƒุงู† ู‡ุฐุง ู‡ุงู‡ู†ุง. ูˆ ุฃู†ุง ุณุฃู‚ูˆู… ุจุณุฑู‚ุฉ ุญูƒู…ุฉ ุตุบูŠุฑุฉ ู…ู† "ุงู„ุฃู…ูŠุฑ ุงู„ุตุบูŠุฑ."
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There's a lot to be said about trust and love, if you know that those two words are synonymous for design.
ู‡ู†ุงู„ูƒ ุงู„ูƒุซูŠุฑ ุงู„ุฐูŠ ูŠู…ูƒู† ุฃู† ูŠู‚ุงู„ ุนู† ุงู„ุซู‚ุฉ ูˆ ุงู„ุญุจ, ุฅู† ุนู„ู…ุช ุฃู† ุชู„ูƒ ุงู„ูƒู„ู…ุชูŠู† ู…ุฑุงุฏูุชูŠู† ู„ู„ุชุตู…ูŠู….
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I had a very, very meaningful relationship with my team that day, and it's stayed that way ever since.
ู„ู‚ุฏ ู…ุฑุฑุช, ุจุนู„ุงู‚ุฉ ู…ุฌุฏูŠุฉ ู„ู„ุบุงูŠุฉ ู…ุน ูุฑูŠู‚ูŠ ููŠ ุฐู„ูƒ ุงู„ูŠูˆู…, ูˆ ู„ู‚ุฏ ุจู‚ูŠุช ุนู„ู‰ ู‡ุฐุง ุงู„ูˆุถุน ู„ู„ุฃุจุฏ.
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And I hope that you too find that there's more to design, and more towards the art of the design, than doing it yourself.
ูˆ ุฃุชู…ู†ู‰ ุฃู†ูƒู… ุฃู†ุชู… ุฃูŠุถุงู‹ ุชูƒุชุดููˆู† ุฃู† ู‡ู†ุงู„ูƒ ุงู„ู…ุฒูŠุฏ ู…ู† ุงู„ุฃุดูŠุงุก ููŠ ุงู„ุชุตู…ูŠู…, ูˆ ุงู„ู…ุฒูŠุฏ ู…ู† ุงู„ุฃุดูŠุงุก ู†ุญูˆ ูู† ุงู„ุชุตู…ูŠู…, ู…ู† ู…ุฌุฑุฏ ุงู„ู‚ูŠุงู… ุจู‡ ุจู†ูุณูƒ.
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It's true that the trust and the love, that makes it worthwhile.
ุฅู†ู‡ ู„ุตุญูŠุญ ุฃู† ุงู„ุซู‚ุฉ ูˆ ุงู„ุญุจ, ู‡ู…ุง ุงู„ู„ุฐุงู† ูŠุฌุนู„ุงู†ู‡ ุฌุฏูŠุฑุงู‹ ุจุงู„ุฅู‡ุชู…ุงู….
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Thanks so much.
ุดูƒุฑุงู‹ ุฌุฒูŠู„ุงู‹.
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<reviewer href="http://www.ted.com/profiles/1020352">Thu-Huong Ha</reviewer>
<reviewer href="http://www.ted.com/profiles/321965">Mahmoud Aghiorly</reviewer>
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<translator href="http://www.ted.com/profiles/612126">Carolina Montero</translator>
<translator href="http://www.ted.com/profiles/577579">Bashar Al Shawa</translator>
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</doc>
</doc>