"It's just something they're inventing to give people a sense of identity, " says Boursicot.
"We're inventing a future, and it's not for the faint of heart, " says Starwood Hotels Chief Executive Steven J.
The British have always had a gift for re-inventing traditions which are beginning to grow weary.
So unique and superlative is the final product, that producer, Johnny Neill, has been credited with re-inventing gin.
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Success today requires re-thinking outdated practices, and it requires re-inventing the customer experience.
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It's not a case of re-inventing the wheel - it's just Jamie has come in with a few new and different ideas.
Using existing technology and applying it differently can also be a cheaper and easier way to get to market than "re-inventing the wheel".
Among Ellison's novel-hero gifts are clear vision, a willingness to gamble big against convention and a knack for re-inventing himself at just the right time.
Ever since we began re-inventing Forbes.com our strategy has been to work with the giants of the industry and to build on their shoulders.
"A lot of people have copied what he has done, in terms of re-inventing himself all the time, just when you think he's got him figured out, " says Frampton.
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Rather than re-inventing the wheel with ad hoc "strategic communications cells", senior military leaders might want to go back to basics while looking to their uniformed public affairs officers to provide answers for emerging challenges.
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He has talked about re-inventing his image, and the suspicions that he may turn into a Sinatra-style crooner were reinforced when he broke into an impromptu rendition of Ol' Blue Eyes' One For My Baby.
They may not be the companies that are re-inventing themselves to deal with the hype of the moment, Big Data, but rather those companies that have been handling and analyzing data in great volumes and at great velocities all along.
In his book, Make It In America: The Case for Re-Inventing the Economy, Dow Chemical Company CEO Andrew Liveris calls us to turn back the clock and return to a time when America was defined by the things it built.
Yet, unlike a good deal of modern writing, this re-description is not achieved only by inventing brilliant metaphors, or by flourishing some sparkling detail, or by laying down a line of clever commentary.
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