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So one way to attract a little iceberg: stop selling an idea.
FORBES: Attracting Chinese Investment
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Healy stopped Brewster in the hallway one day after class, with the seedling of an idea for selling electricity back to a grid, something he had chewed over with his father.
FORBES: Magazine Article
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The unions made an effective job of selling the idea that Mr Kasich's tax cuts for the wealthy, such as eliminating inheritance tax, have come at the expense of ordinary workers.
ECONOMIST: The unions flex their muscles in Ohio
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The course will develop the idea that selling luxury goods should offer an "exceptional and inimitable shopping experience in which consumers develop long-lasting and emotional ties with the brand".
BBC: 'Degree in luxury' to be launched
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For its part, T-Mobile hasn't announced its 4G plans yet, but it's an open secret than Deutsche Telekom has explored the idea of selling off its US outpost in the past.
ENGADGET: Sprint's Hesse: there's 'logic' to a T-Mobile merger -- if they both move to LTE
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Too often, they have ended in the delay, cancellation or reversal of an economic reform, with the idea of privatisation, or even the selling-off of minority stakes, being the most notable casualty.
ECONOMIST: Indian privatisation
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Even in an economy shedding jobs, dealers struggle to find people who love the idea of selling cars.
FORBES: Magazine Article
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McClung got the idea for Blue Stuff in 1996 when he met an emu breeder who was selling an emu-oil product as a pain reliever.
FORBES: Marketing
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So in January he paid an undisclosed sum to acquire his U.K. distributor, with the idea of selling direct to retailers in Europe by year-end.
FORBES: PRS Guitars -- Chasing Perfection (And Profits)
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But the idea that selling abroad creates jobs at home and buying abroad destroys jobs at home is an old mercantilist fallacy that Adam Smith handily refuted more than 200 years ago.
FORBES: China Bashing is for Losers
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The spat may be a little academic a budget committee mainly rejected the idea of selling gold but the suspicious see Mr Welteke as playing a scapegoat for an irritated Mr Eichel.
ECONOMIST: A tussle over the integrity of a once-great central bank