Three years ago, the word "retrofit" was more likely to bring to mind Jack LaLanne than better homes and workplaces.

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I've spent the last 20 years teaching journalism and writing classes at a selective public university, and the majority of my (bright) students put me in mind of Jack Nicholson's line to Tom Cruise in "A Few Good Men": "You can't handle the truth!"

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"We watch business movies with our own goals in mind, " says Jack Boozer , an associate professor at Georgia State University and author of Career Movies: American Business and the Success Mystique (University of Texas Press, 2002).

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In their seminal 1981 book, Positioning: The Battle For Your Mind, Al Ries and Jack Trout articulated a fundamental reality of consumer marketing.

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The action is touched off, in the mind of the middle-aged Jack (Sean Penn), by thoughts of his younger brother R.

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"You've got to understand the mind of a developer, " says Jack.

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In doing so, he (like Jack) must resolve reporting inconsistencies nation-to-nation and "mind the GAAP"--which is to say, adapt to accounting standards different from those of the U.S. companies Scott follows in pulling together the Global 2000 with assistant managing editor Steve Kichen each spring.

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