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On 16th August 2016, Jeffries Briginshaw, CEO of BABC, spoke to Politico PRO about the consequences related to UK Government triggering Article 50 of the Lisbon Treaty to start the exit negotiation process. Commenting on the topic he said: "So you could ask the question, 'does it ever need to be triggered to deliver an outcome that would be satisfactory, thoughtful, mature, and forward-looking?'". Speaking about triggering Article 50, he stated that "Any pressing of that button has consequences, and we have said right from the beginning that when thinking about timing, people should be very careful". Briginshaw noted that once the Brexit process starts, it could be "difficult to slow down or control". "The key is to know what you want before you do anything", he added.