USONAUnited States of North America
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Raison is on the scientific advisory board of the Usona Institute, a nonprofit medical research firm.
However, one who demonstrates an excess of will (bikhed; usona) is thought to be overly asocial or individualistic, as demonstrated by things like philandering, feuding, theft, rapaciousness, and so on.
For Burns, creative director and co-owner (with partners Gary Rivlin, CEO, and James Reginelli, CFO) of Usona, setting fashion trends outside of his 4,000 square foot, multimillion-dollar home furnishing store based in Philadelphia, is a way to unwind and express himself.