When your only actual business success is branding I guess you have to be overly concerned with image being...

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When your only actual business success is branding I guess you have to be overly concerned with image being everything.

Trump, above all, wants to project a sense of competence and believes the rapid turnover of staff helps fuel the notion his administration is in chaos, according to a person familiar with his thinking.
http://www.cnn.com/2017/10/06/politics/rex-tillerson-donald-trump-state-department/index.html

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