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How do you ensure that you’re not busy perfecting the typewriter when your competitors have the latest Apple i-gadget up their sleeve? In this Profit through Process podcast, PexNetwork speaks to Charles Faulkner, Author and neuro-linguistic practitioner, who says that it comes down to learning to see the risks – and opportunities - that exist outside our normal frame of reference. He's says that understanding how language and the metaphors used to describe a situation create a conceptual frame of reference through which a company and the executives within it understand their world.