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Other drug firms will likely rely on trying to have enough blockbusters to keep the ball rolling, as Bristol-Myers does.
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Instead, they rely on tried and true methods, such as calling the number on a doctor's business card, inquiring about his past patients; a lost pouch of diamonds was allegedly once returned to its American owner in this way.
The simple words "Someone has received information that this person is alive" next to a relative's name are often all people have to rely on in trying to find information about their relatives given the near total collapse of communications systems.
Which is why it's deeply unsettling, to say the least, that Rupert Sanders' upcoming remake of Mamoru Oshii's seminal anime seems to be relying on tried and test Hollywood tropes to sell itself to us.
Some of these companies are relying on tried and tested Russian spacecraft but the others are stretching new technology to its limits.
Unlike Trader Joe's, which often buys obscure labels from little-known regions and/or from smaller producers, Costco relies on tried and true, mostly larger producers, and prices their wines just a smidgen under most wine shops — and in L.A., wine shop prices are very competitive. .
Will they attempt to restore what has worked in the past, relying on tried and true methods or will they renew the industry by designing an educational system geared toward the future, one based on technology and creative partnerships within the community?
"We were trying to shake people up and say, 'Don't just rely on the tried and true, delve a little deeper and find the academics that have an expertise in a particular area and are great storytellers and have not been on television".
It is highly uncertain and far less predictable than we would like to think, so it often makes sense to rely on the tried and true.
So restaurant owners often rely on the tried and true: actual human names (Jean Georges, Daniel); places (Eleven Madison Park, Union Square Cafe); descriptives (Spice Market, Cafe des Artistes).
Try to find a location where you can walk or use public transport to get where you need to go; if you must rely on taxis, try to call a driver in advance and offer to pay double if he or she will pick you up as needed.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com