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here's the very good example of how research can get in the way actually we took this out to consumers and the consumer said well you're saying Avis is only number two and the vapors is number two they're not number one you know they're not number one you're obviously not the best well we looked at this research and I think perhaps that the most organizations would have said if this is a dangerous campaign to run however we take the conclusion that we should run it and we went ahead with it and we probably ran one of the great great money-making campaigns but we started this campaign this company was three million dollars in the red and about a year later they were over a million a quarter in the black now what did this all campaign is not that for number two how can a pain is that we truly caught her and we know that it's human nature to believe that if you're number two you will try hard to get to be number one it's the nature of human beings to be ambitious and to try to get to the

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