You can come up with what you think is a brilliant idea, one that can be supported by research and stand up to focus testing, one that can be logically extended or tweaked to work in multiple situations across a good length of time.

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"We're going to come up with what we think is the best approach, but the goal remains the same, " Clinton said.

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"Between what I read and know, I come up with who I think the favorites should be, and then I compile the odds based on mathematical formula, " says Avello.

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