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He unconsciously uses the fitting word and phrase to designate the situation in which he finds himself, thus the fitting word and phrase, the well-chosen modifier and forcible verb become part of the warp and woof of his speech.

But I would like to say to you that, while the 1970’s were very much the age of the me-too-ism, of I’ve got mine, of all of the conflicts in this country, and while the 1980’s are very much an era of great change in our society, with new technologies and new opportunities, the 1990’s will be the era of creativity.

Our profits quadrupled when we made the improvements.