Conversely if your brand does not have the equity of a Sears that does not necessarily mean they need to play it close to the vest.
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"They'll play it close to the vest, " rather than say they want to take a small business into a new market, Mr. Richmond said.
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What the Israelis can do is unclear: They play their tactical cards close to their vest, and they would take different approaches, and accept different risks, than the U.S. Air Force would.
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