But the real and beautiful power comes when any technology can truly change a life as it has in the case of two-year-old little girl named Emma.

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As with any radical change to an existing technology, especially a jet engine, a large installed base of expertise together with lots of regulation mean it can be hard for a newcomer to make headway.

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For any high growth technology operator, one percent change, up or down in any pivotal metric, revenues and margins especially, is rushed to the microscope for analysis.

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Microsoft has also hoped that, given the speed of change in the technology business, any remedies that the government proposed might be rendered irrelevant by the passage of time.

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By the time any change occurred, humans might even have generated technology that could speed up the Earth's rotation or transport us to other liveable planets within our galaxy.

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Any of the companies could be imperiled by a change in technology.

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But, even before deciding how to allocate marketing spend, even before adopting any kind of new technology, marketers will have to change their mindset.

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During the first half of this year, Korean businesses, including the chaebol, have recorded the most profitable period in all of their history-not because of radical change towards rationalization and streamlining of their business management or any breakthrough in their technology development, but because of successful government policies.

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The UK energy secretary also said that climate change was "too dangerous" for any government to hitch their wagon to only renewable technology.

BBC: Scottish Parliament