Great idea and great result.
And of all nights to be sleeping rough tonight has to be one of the best/worst.
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Just had a look at the website and it really was a very clever way to get the competitive juices flowing amongst the CEO's. The CEO is the flag bearer for the company and each of them is effectively trying to raise the most money through his/her staff and friends. (Mine is bigger than yours...)
I can see that in black way many staff members would like to see their CEO sleep rough for a night and kick in a few bucks to keep them there

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