We start with one of the great cases of a corporation choosing to act with integrity in the face of pressure and incentive not to. Mark and his agency, DiGo (DiMassimo Goldstein), worked with the team that chose for CVS drug stores in rebranding to stop selling cigarettes. The choice was superficially difficult in that cigarettes made them billions of dollars in profit and their competitors could gain market share. But it was easy in that if they wanted to identify with health, there was no question. Mark shares inside views of that story, then connects with leadership and integrity. We look at comparable cases, like New York banning cigarettes in the work place, people projecting losing business to New Jersey. Mark focuses on what changes behavior. He asked what someone can do. I suggested intrinsic versus extrinsic, which led to doing the Spodek/AIM Method. He participated and deconstructed it as we did it. You'll hear his enthusiasm for doing The Spodek/AIM Method, his commitment, and building on the technique. It seems inevitable that we'll collaborate beyond this one commitment.