Taking on board objections that this might sound a bit morbid, MacKay has now decided to change the soundbite. His latest keynote on the subject is billed as "from the womb to the tomb".
The new book by educational psychologist Tommy MacKay on West Dunbartonshire's literacy breakthrough (TESS, last week) carries his oft-repeated mantra on the project - "from the cradle to the grave".
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