what's urgent versus what's important

You'd be surprised (and likely comforted) but how often this mistake happens, even in final, edited writing. Possessive apostrophes are everywhere in English, but its  decided to be rebellious. Here's the trick: it's  is always short for "it is" or "it has." That apostrophe shows where letters got smooshed out. Its  (no apostrophe) shows possession, like "his" or "hers." The confusion is understandable because we normally use apostrophes for possession (the dog's bone), but pronouns break...

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