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Nokia and BlackBerry ruled the handset business, but failed to shift gears when iPhone shook things up, remaining wedded to their keyboards, even as consumers moved on to touch screens.
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Worry less about being labeled weak; worry more about getting it right". Indeed, if the Iran nuclear deal solely prevents an Iranian bomb but fails to shift the security paradigm in America towards peace building through diplomacy rather than the militarism of perpetual warfare, then truly a historic opportunity will have been lost.
John Kufuor, the Ghanaian president who also chairs the African Union, tried to mediate but entirely failed to shift Mr Kibaki, whose inner circle is plainly dismissive of international arbitration.
But we have failed to shift the perspective; or in the popular jargon, we failed to move or shift the paradigm.
Tomorrow's British Social Attitudes survey may show a softening national mood, but when last in power Labour failed to shift the enemy's terms of engagement, hiding its own good actions behind tough talk.
But for Goldman Sachs, even a blockbuster earnings report on Tuesday failed to shift attention away from the fraud accusations leveled last week by the Securities and Exchange Commission.
When the going initially got tough, Bournemouth failed to shift out of neutral.
However, Stuart Tredinnick (East), after taking the first trick with his spade eight, failed to shift to a trump, which would surely have led to down two.
After an infant's need for a maternity unit failed to shift the polls sufficiently, a sick baby in intensive care was deployed instead.
"He was sincere in wanting to stop a massacre in Benghazi," insists Bernard Kouchner, his former foreign minister, who failed to shift French diplomacy and was evicted last year.
Libya, with all its cruelty and its tragic violence this week, shows why.The ostracism of the 1990s failed to shift Mr Qaddafi from power, despite its moral clarity.
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Since I tried Ludwig back in 2017, I have been constantly using it in both editing and translation. Ever since, I suggest it to my translators at ProSciEditing.

Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com