But it is the right thing to do, to do it way in advance and to look far down the road.

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What means something to me is telling a story in a way that I think is the right way to do it.

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The secret, we're told, is not just to offer stuff, but to do it in the right, appropriate way.

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And using appropriate salutations, and closings, in written communications is the right way to do it.

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The not so secret to gaining brand advantage is to be the first-to-do-it right and to keep it right by way of innovation and continuous assessment of what consumers find meaningfully different.

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And I believe the right way to do it is to live up to an old-fashioned principle of shared responsibility.

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The only way to get it right is to let the market do its work.

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Further, if it turns out that Evi is really the right way to go then of course you can do that with Siri at some future date.

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