By demonstrating that the cultural ideas are not superficial communication add-ons, but genuinely integrated into the way the client does business.
So although we should welcome openness and interaction we have to hope that new technologies will lead to changes in the distribution of power and not merely superficial changes to political practice, just as access to the network and mobile phones are starting to change business, education and forms of social engagement.
And not just with superficial gestures either, but with real discussion leading to legislation.
Washing does not involve a superficial flick of the flannel, but a vigorous all-over scrub, often with an extremely rough nylon towel.
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But the real work of conservatives now is not at that superficial, topsoil level, it is in the deeper soil of policy and the tap root of values where conservatives need to toil now.
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But he added that fining people was a superficial solution and did not stand up to practical scrutiny.
He was unwilling to acknowledge my perception that my relationship with my stepdaughter was friendly yet superficial, and just not as intimate as I expected it to be given the time we spent together.
We have seen with companies like Facebook, Cisco, Apple and Microsoft and why not also see it with regards to superficial and shallow people like Paris Hilton, Donald Trump and Larry Ellison.
The problem is that many firms are doing what Federer appears to be doing: going gung-ho on the more superficial and preparation work, but not aggressively following through during crunch time.
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The Internet is like the prom, a superficial, popularity contest, where not having a twitter picture, or insanely high privacy settings does you as many favors as hiding in the bathroom, while your friends dance the night away.
This leisurely rural existence is restful in only the most superficial ways: two members of the family suffer from radiation sickness and have been ordered not to work hard.
It's not about activism, but about being engaged with our world and humanity in a way that goes beyond the superficial, instead looking deeper into historical constructions of our present state and the basic principles of human responsibility.
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