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.

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Refresh revenue, pacify the shareholders, enjoy the reward,