"Let's be honest, I think it's the younger generation who like the idea of a vertical pier and the not-so-young generation who like the idea of a traditional pier, " Mr Dunning said.

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Adding vertical space is a great idea, because it makes small cars much better load haulers than they have any right to be.

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Different ideas resonate with different communities, so while seeding an idea in one vertical may not drive adoption, seeding it in another may take it to the moon.

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Rather than pursue a broad strategy, the idea is to become a proven and trusted supplier in one vertical, then expand.

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