But the first rule of CSR (and of consulting in any other area) is to be true to your own social purpose, and that means only getting in bed with the right partners.

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Each morning, a senior nurse walked through the unit, clipboard in hand, making sure that every patient on a ventilator had the bed propped at the right angle, and had been given the right medicines and the right tests.

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But the coalition government had already brought in radical welfare reform and "the right thing to do" was to let them "bed in before we take further decisions".

BBC: Cameron suggests cutting housing benefit for under-25s

Right now, no politician wants to be seen in bed with the Beast of Bentonville.

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"He got back into bed, pulled the right side of the duvet back and asked did I want to go in there, " she told the court.

BBC: Scotland