And yet, most companies continue to underestimate the speed and impact of these changes.
As terrestrial beings, it is easy for us to underestimate our dependence on the global ocean.
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But prosperous times also cause us to underestimate the future damage of new, well-promoted regulations.
Still, it is hard to underestimate the appeal of expanding economies, particularly in the current environment.
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Their mistake: to underestimate the power of the Internet's distributed technology to evolve with demand.
"We don't want to underestimate the Italians, but of course Spain are fantastic, " Gerrard said.
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But it would be a mistake to underestimate her own will to reach the top.
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The rich countries also seem to underestimate the risks that fiscal austerity poses to domestic demand.
It has long been the conventional wisdom that it would be a mistake to underestimate her.
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Training partner, Jon Drummond, has warned Greene's rivals not to underestimate the Olympic and double world champion.
To underestimate the value consumers ascribe to riding in a style that reflects their persona is risky.
But those findings were based on limited observations, and many scientists considered them to underestimate the melting.
But it would be foolish to underestimate the value that can be seeded from a hacking session.
It's all too easy to avoid looking at or to underestimate the less pleasant aspects of your situation.
Still, it would be wrong to underestimate Ovi, or the Finnish firm's determination to make it a success.
"We knew they'd be fired up and weren't going to underestimate them by any means, " Sharples told BBC Gloucester.
This suggests an obvious criticism: by providing the light-bulb figure, the researchers primed their subjects to underestimate energy consumption.
His oratory is combined, however, with an occasional inarticulacy which leads many to underestimate his intelligence and political skills.
To think it does not present the access is to underestimate those that want your information for illicit purpose.
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With his impish smile and twinkling eyes, the Saarlander is easy to underestimate.
But the specific way that public pensions discount liabilities causes them to underestimate the present cost of paying future benefits.
Maybe the conclusion is never to underestimate our ability to overlook the blinkin' obvious in search of a quick answer.
As a first step, it has acknowledged that the optimism bias causes individuals to underestimate the cost and duration of projects.
Just as it would be a mistake to underestimate the new Brazil, so it would be to gloss over its weaknesses.
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And yet it would be dangerous to underestimate the alienation that even the less politicised among them are feeling these days.
Of course, under a budget, agencies have an incentive to underestimate compliance costs while regulated parties have an incentive to overstate them.
To dismiss it as fanciful is to underestimate not only the wiles of Mr Lukashenka, but also the volatility of Russian politics.
The usual mistake of Ms Merkel's opponents has been to underestimate her.
"I never want to underestimate the rest of the field, " he said.
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In 2000, it was Al Gore's turn to underestimate Mr. Bush, behaving as if the Republican nominee were not in his weight class.
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