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                   council, USGBC. He also consults various companies around the world,

                   and bodies in the United States that deal with development initiatives.

                   Only 33, he already managed to consult to some 200 'green building'
                   projects around the world, in a gross value of 3 billion dollars. He speaks

                   in an explicit and impressive language – sustainable development is
                   worth money, lots of money. "Sustainable from Every Angle" says his

                   calling card – made of natural fibers, and yet with no [fear of] wood, God
                   forbid.

                   The young Arnold came to Israel for the first time when he was 16, as

                   part of the Bnei Brith organization's March of the Living. It happened
                   right after the first Gulf War. "I told myself: I love Israel. In the

                   meantime I'll go back to the United States and I'll come again when it'll

                   calm down here," he relates. "17 years have passed and it still hasn't
                   calmed down."

                   In the years that have passed since his first visit, Arnold studied

                   Environmental Resource Management at Boston College in
                   Massachusetts. "The field was then in its bud," he says, "so I shaped my

                   studies pretty much on my own". Afterwards he continued to law school
                   [studies] in Portland, Oregon, where he completed a Ph.D. and

                   specialized in laws that concern natural resources and the environment.

                   The green topic, he says, appealed [spoke] to him already in his youth,
                   but he took the meaningful step during his MBA studies. "Only then

                   could I have fulfilled what I dreamed of," explains Arnold. "I understood
                   that we can own dreams, but that if it's not economic(ally profitable), it

                   won't be fulfilled. In order to achieve a green environment you have to

                   have a business case."
                   The difference between Aronld's home [birth] city, Phoenix, Arizona, and

                   the city of his studies, Portland, symbolizes to him the difference between

                   the two world views: the conservative, outdated one, and the new one,
                   that must lead in the future. "Phoenix is a big city in the desert. Many

                   Jews moved there. We're speaking [it is spoken] here about a place that is
                   very much like the Negev in Israel, and that developed with amazing

                   speed. When my grandfather and grandmother came to the city in '59,

                   there were between one to two hundred thousand people in it. Today
                   there are 3-4 million there. Many asthmatics came to it because of the air,


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