For that to happen, working practices and attitudes need to change.

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Since that time, Stone has radically reshaped the camp, working to change the attitudes of the guards and detainees alike.

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So we are working on changing laws, and on changing attitudes.

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Steve Jobs is a master perception manager in a way no PR team could ever dream up (no salary as CEO of Apple, working at the intersection of liberal arts and technology, aesthetic appearance, his attitudes and perception management skills have seen the iPhone through its initial launch problems and its 2010 iPhone 4 receiver problem).

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It's still working on that: After it buys ad time and space for an individual campaign, Nissan measures consumer attitudes and purchase intentions every week while the ads run.

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