Gladwell: Fear is only something that, you know, once you face it, you can fear forward and come up with these things. Can you give me a tangible example of someone who came to you with peanut butter and kind of were able to really change either their presentation or business by figuring out what the pill that they needed to put it down with was? I can think of lots of examples, but I'm trying to think of it the right way to expand it to you in such a way that nobody's feelings get hurt. Yeah. Well, I'm sure they're happy with the outcome. So.

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