The term mitigate orginated in early 15c., "relieve (pain); make mild or more tolerable; reduce in amount or degree," from Latin mitigatus, past participle of mitigare "soften, make tender, ripen, mellow, tame," figuratively, "make mild or gentle, pacify, soothe," ultimately from mitis "gentle, soft" + root of agere "to do, perform" (from PIE root *ag- "to drive, draw out or forth, move"). For mitis de Vaan suggests cognates in Sanskrit mayas- "refreshment, enjoyment," Lithuanian mielas "nice, sweet, dear," Welsh mwydion "soft parts," Old Irish min "soft,"
How can a business soften impacts and enjoy increasing revenue? Companies can make difficult information easier to consume and understandable. Can emerging technology reduce the degree of pain a company can bare? Can emerging technology soften the blow that competition will bring? Consider refreshment and enjoy the process of growing revenue by using information to your advantage.
Refresh revenue, pacify the shareholders, enjoy the reward,