We must also listen to the market, as SAP CMO Jonathan Becher pointed out recently.

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To Becher, baseball and Olympic sailing are good analogies for thinking differently about business.

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Dynamic, outcome-based information may also dramatically change the sport of sailing, according to Becher.

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The RSPCA is calling for the Becher's Brook fence to be scrapped from the Grand National course.

BBC: Grand National: RSPCA urges scrap Becher's Brook

He takes the centred, panoramic perspective advocated by Mr Becher and depicts a market in all its controlled frenzy.

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"It basically means 'awesome' in American terms, " said Drew Becher, president of the Pennsylvania Horticultural Society, which sponsors the show.

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At SAPPHIRE recently I talked with CMO Jonathan Becher about his attempts to turn SAP into more of a conversational marketer.

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Becher's Brook takes its name from Captain Martin Becher, who fell from his mount, Conrad, in the first official Grand National in 1839, and took shelter in the brook to avoid injury.

BBC: Grand National: RSPCA urges scrap Becher's Brook

But the most fearsome of these fences isn't "The Chair, " a 5-foot-3 high hedge fronted by an open ditch, the sharp bend of the "Canal Turn, " or even the dreaded "Becher's Brook, " with its steep 6-foot-5 drop.

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Sandown's National Hunt season finale will take place over the Easter weekend, while the Becher Chase at Aintree switches from Sunday to Saturday and Newbury stages its Challow Hurdle fixture two days later than usual on New Year's Eve.

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