"The boulder signals a point in time and a concrete idea of the launch and a projection into the future, " said Mike Stanley.

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With a clear idea and concrete designs, the founders could spend the rest of the presentation explaining why they specifically should run this company and how they plan to expand it rapidly.

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Many times, in the five weeks during which their talk had gone from a hazy idea to a concrete plan, they had promised one another that they would not drink Mrs.

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Most of the discussion had to do with how do we translate this idea of rebalancing into concrete steps.

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"Bodies come in different shapes and sizes, and the very idea that there is a concrete qualifying number, and if someone can match it they're considered healthy, is wrong, " she says.

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However, it now appears that the idea was more of an imagining than anything concrete yet.

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