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As I've learned, the hard working idea man reaps the most benefits. I know from readings and mentoring that great ideas, at their core, are usually an overlooked and unrealized truth about humanity. Take for example, the highly effective "Truth" Campaign (excuse the irony) launched in the late 90s to combat teen smoking. How do you get teens to realize smoking is bad for you? You don't, they know. So how do you get kids to stop smoking something they know is killing them? The idea that the American Legacy Foundation, who produced the campaign, came up with is so simple. The over looked human truth turns out to be one reason why most teens smoke in the first place...
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