These actions not only helped them to overcome their fears, but also helped them to develop their business concept and value proposition.

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After Chile's 1-0 win over the Swiss earlier in the day they knew defeat would end their interest in the tournament, but that was never a realistic proposition as they dominated proceedings from the outset.

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The economists' testimony was used to argue that Proposition 8 hurts not only gay couples and their children, but the economy and government coffers, too.

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But the precondition for this gaffe started with Scribd overzealously trying to provide services beyond their core value proposition of hosting documents.

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"Their value proposition seems to be empowering IT to dramatically increase performance without increasing costs, but there's not a high-level narrative about who the company is and where it's going, " Gillett says.

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And it just puts in place the requirement of the employer to provide that access out of their paycheck to go into an IRA. It's a simple proposition, but it's a big deal.

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But the Wales coach warned that they would be a different proposition when the sides next meet, in their World Cup pool game in Cardiff on 15 September.

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Founder and director Bob Taylor explained that the vast majority of business plans they receive are rejected as unsuitable, but when a proposition seems viable they will be signed up and given the opportunity to polish and publicise their investment.

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