You win over people just like you win over a dog. You see a dog passing down the street with an old bone in his mouth. You don't grab the bone from him and tell him it's not good for him. He'll growl at you. It's the only thing he has. But you throw a big fat lamb chop in front of him, and he's going to drop that bone and pick up the lamb chop, his tail wagging to beat the band. And you've got a friend. Instead of going around grabbing bones from people... I'm going to throw them some lamb chops. Something with real meat and life in it. I'm going to tell them about New Beginnings.