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Marks hopes that once the tower is completed it will win over its critics, just as the London Eye did: "It's a very gentle landmark," he says.
But it's the personal touches that the company hopes will win over customers.
Translation, they will win over a crowd with even the most discerning palette.
While it may be a win for restaurants, Rajaram also hopes it will win over more customers.
This Big Bad Wolf will win over everybody.
Creech's emotional intelligence will win over parents too.
Polls suggest he will win over 50% of the vote.
Pilkington hopes its technology will win over the skeptics.
The question is, who will win over this middle ground?
It hopes "Maleficent" and other films from its live-action division will win over the skeptics.
Whether sinking markets will win over the hawks on its board remains unclear.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com