Now, that is the reassurance that you are looking for, that was the reassurance promised by Nicola Sturgeon in October.

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With Roth, you pay tax up front on retirement savings but are promised a tax holiday on withdrawals.

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He promised a "real cycling experience so that you are able to deal with traffic on short journeys such as cycling to work".

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"The surgeon said 'We are going to cut you from armpit to armpit'" and promised a three-week hospital stay, he says.

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Yet this is what the customer was promised, what they have come to expect and what is required if you are to get the most out of your customer relationship.

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They promised to pay you in exchange for you doing your best at all times while you are in their employment.

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