UBS: If we were playing Russian roulette and had one bullet, I randomly spun the chamber and fired but nothing was fired. Would you rather fire the gun again or respin the chamber and then fire on your turn?
Procter & Gamble: Sell me an invisible pen.
Imagine that pen you loved. Remember? It was a great pen. Then that jerk in the office asked “Can I borrow that for a second?” and it was gone, never to be returned. You still see that jerk every day, but have you seen your pen? That need never happen again with the invisible pen. It’s a pen only you can use, because you’re the only one who knows it’s there.