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It is as if Larry David in "Curb Your Enthusiasm" started conceiving plotlines around Quaker State motor oil.
In 2007, he started conceiving a tour with a full band: three backup singers, two guitarists, drummer, keyboard player, bassist, and saxophonist (later replaced by a violinist).
"People started conceiving of their friends as networking tools, like 'friend me so you can be friends with someone else' or 'the more people you know, the more networked you are'.
"When we started conceiving this mission 35 years ago we didn't know of a single planet outside our solar system," said Kepler's founding principal investigator, William Borucki, since retired.
We started conceiving the tour in the late fall so we figured it would start when production started.
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Once you start conceiving of your book as a commodity, you start thinking about readers as potential buyers, as customers to be lured.
But how soon will it be before musicians, perhaps unconsciously, start conceiving songs as potential television spots, or energy jolts during video games, or ringtones?
It is time we start conceiving of the urban as a realm that stretches far beyond the discrete unit of the city – smart or otherwise.
He helped found Shibumi Services, a company that manages and rents out large villas, and started to conceive his dream house.
By this time, they had started to conceive their role in increasingly ambitious terms: they were not merely decorators but interpreters.
Shoppers browsing fashion shows online (sometimes live), want pieces straight from the runway; buyers demand merchandise to be delivered sooner; and designers — not wanting to cut prices on garments by the time they are actually in season — have started to conceive weather-ambiguous looks.
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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