What I care about, actually, is not the thing in itself, but the way it's done.
The pivotal choice should not be about the thing in itself, but about the brand and its world of feeling, meaning, and emotion.
First, good branding should always center on the person who uses the thing you are selling and never on the thing in itself.
Sure, a big hail storm or the like will do a number on your megabucks rooftop installation, but the sun itself, the very thing those cells are designed to capture, gradually damages their internals, reducing efficiency.
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The only thing that might harm the fungus itself is the trampling of too many human feet.
The thing is that glass itself, what we use to make bottles and so on, is made of metals: but metal oxides.
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After falling short of expectations following its somewhat helter-skelter IPO debut, Facebook simply shook off the whole thing and acquired itself some good Karma.
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Such is the essence of the world, the nameless thing-in-itself, a melange of a priori truths that reside dormant within each man from the moment he is born.
And then the company and its top management finds itself trapped in the one thing it does so well, rigidly believing that what brought it its success, will continue to make it prosper.
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The third big thing will allow people to rethink the process itself and the design of the firm and enterprise itself over time.
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Probably the worst thing about all of this is that the Fed itself has been using this distorted metric to argue for easy money, claiming in several recent FOMC statements that there is subdued risk of inflation partly because the inflation expectations are low.
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"The thing about carbon monoxide poisoning is that the carbon monoxide itself is odourless, colourless, tasteless so it's a silent killer, " he said.
It believes that the right thing is to protect itself.
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Which is a curious thing, because the game itself is under siege, primarily because of concerns about what playing it is doing to the brains of its players.
His struggle nearly 40 years ago to renounce his peerage so that he could sit as a commoner in the elected house seems a small thing now that hereditary peerage itself is on the point of being evicted from Westminster.
The individuals within it can indeed take actions and those actions can be more or less ethical (using whichever set of ethical standards you want to apply) but the company itself is a thing and thus incapable of either actions or ethics.
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There was one tiny problem: The only thing the GOP hated more than Warren was the bureau itself.
"The most overwhelming thing that happens to you isn't the abuse itself, the physical side, " Connolly tells CNN.
"In the depths of the Depression, Franklin Roosevelt inspired the nation when he said, 'The only thing we have to fear is fear itself, ' " Kennedy said in a speech to the Democratic National Convention.
In 1933, during the darkest days of the Great Depression, Franklin Roosevelt declared that "the only thing we have to fear is fear itself", and offered a "new deal" to the American people, promising a period of bold, vigorous and continuous experimentation, which he hoped would reduce unemployment and get American workers back into jobs.
Though many people tout cloud computing as the next big thing, the idea is almost as old as the computer itself.
As with the NIT itself, the last thing most fans want is for their team to be associated with the NIT.
The movie itself mutates from one thing to another, throwing in beer slobs for the frat-house crowd, fart jokes for the preteens, and so on.
The tablet itself is a beefy thing, rugged enough, we're told, for the inevitable spills it will take, but small enough in its 7-inch form factor to be carried around in tiny hands.
It's one thing cutting the jigsaw but it's totally another thing for it to dismantle itself.
So far the main thing sparing Coke from a true debacle is the strength of the brand itself.
The beauty of oversized format bottles is that they are fun and festive in their own right, the kind of thing you are only opening for company or celebrations, and the wine itself hardly matters, with the exception of some mass-produced warehouse store or budget wines that are occasionally sold in magnums.
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