Wizard of Ads Monday Morning Memo

“Twenty years from now you will be more disappointed by the things that you didn't do than by the ones you did do. So throw off the bowlines. Sail away from the safe harbor. Catch the trade winds in your sails. Explore. Dream. Discover.” – Mark Twain“I too have had my dreams: ay, known indeed the crowded visions of a fiery youth which haunt me still.” – Oscar WildeDo you have a plan that makes you feel half crazy and the other half scared? Are you attempting to do something that's far bigger than you are? Tell me about it in an email. Send it to Tamara@WizardAcademy.org. I don't promise to help you. Heck, I don't even promise to respond. But I do promise to read your words and smile. Or maybe shake my head in amazement. Or perhaps even mumble a prayer for you.While speaking at the Sorbonne in Paris, April 23, 1910, audacious Teddy Roosevelt looked the French coldly in the eyes and delivered his famous admonition, “It is not the critic who counts: not the man who points out how the strong man stumbles or where the doer of deeds could have done better. The credit belongs to the man who is actually in the arena, whose face is marred by dust and sweat and blood, who strives valiantly, who errs and comes up short again and again, because there is no effort without error or shortcoming, but who knows the great enthusiasms, the great devotions, who spends himself for a worthy cause; who, at the best, knows, in the end, the triumph of high achievement, and who, at the worst, if he fails, at least he fails while daring greatly, so that his place shall never be with those cold and timid souls who knew neither victory nor defeat.”And you wondered why the French tend not to like Americans.Tell me the audacious thing you're attempting to do. Send a tale that would make Teddy proud.Roy H. Williams

BANG. Jeffrey and Bryan Eisenberg's new book hits the shelves of every bookstore in America today. Waiting for Your Cat to Bark?Well, are you?Many of you have heard me speak about society's 40-year pendulum and how we're currently in the middle of a 6-year transition from an Idealistic “Me” society to a more Civic-minded “We” perspective. If you've experienced my 90-minute Time Tunnel presentation, you know how it answers deep, nagging questions while it brings bubbling to the surface a bunch of new ones. This book begins answering the new ones. (Hello to all the new readers who experienced the Time Tunnel in Las Vegas last week. This is the book I told you to pre-order.)This newest hardback from the Eisenbrothers contains much of the latest thought from Wizard Academy. In it, you'll find me quoted a couple of times, along with board member Dr. Richard (Nick) Grant and our resident screen-and-fiction-writing genius, David Freeman. Mostly though, the book is an explanation of why yesterday's successful marketing techniques aren't working anymore, with expert advice about how to get in step with today's finicky, cat-like public.SURPRISE! Packaged inside the cover you'll find an 80-minute video CD that was shot a couple of months ago in Wizard Academy's Tuscan Hall. View it and witness a brutal peer review as America's most forward-thinking marketers from several of the most powerful companies in America grill Jeff and Bryan about the strange new ideas in their book. Would you like to see a one minute and twenty second glimpse of this 80-minute video that comes inside every copy of Waiting for Your Cat to Bark?Buy the book at your local bookstore today. Or order it online.Is fiction more your taste? Did you ever read The Secret Life of Bees? If you liked that book, you'll like The Book Thief by Markus Zusak. The characters are well crafted and the unfolding is intriguingly bizarre, almost Tom Robbins-like. (I won't tell you the identity of the omniscient narrator, but trust me you'll be surprised.) Here's one of the little sidebar comments made by the narrator throughout the book:* * * SOME FACTS ABOUT RUDY STEINER * * *“He was eight months older than Liesel and had bony legs, sharp teeth, gangly blue eyes, and hair the color of lemon. One of six Steiner children, he was permanently hungry. On Himmel Street, he was considered a little crazy. This was on account of an event that was rarely spoken about but widely regarded as ‘The Jesse Owens Incident,' in which he painted himself charcoal black and ran the 100 meters at the local playing field one night.”As long as we're on the subject of literature: Jacob, our 22 year-old younger son, expressed his concern to me last week about the name of the new course I'm teaching at Wizard Academy, Da Vinci and The 40 Answers. “Dad,” he asked, “don't you worry that people will think you're jumping on the Da Vinci Code bandwagon?” I explained to Jake that part of my reasoning behind the course's name was to reclaim the misappropriated identity of Leonardo da Vinci.Yes, I read Dan Brown's book, The Da Vinci Code. Its pace kept me breathless and I was entertained in the same way that Bruce Willis entertained me in Die Hard. But neither of them is great literature.The Da Vinci Code is all story arc, no character arc.Me, I'm a sucker for character arc. Remember the evolution of the Jack Nicholson character in the movie, As Good As It Gets? Or the transitional journey of the unlikely trio in The Station Agent? Those, my friends, were vivid examples of character arc.I realize that I'm a minority voice on this Da Vinci Code issue and about 30 million people disagree with me. But no matter. Novelist Stephen King, at least, is on my side. Speaking to the graduating class of the University of Maine in 2005, he said, “If I show up at your house 10 years from now, and find nothing in your living room but Reader's Digests, nothing in your bedroom but the latest Dan Brown novel… I will chase you down to the end of your driveway and back shouting, 'Where are the damn books? Why are you living the mental equivalent of a Kraft Macaroni & Cheese life?'”Well said, Stephen. Well said.Yes, I realize that I'm a literature snob. Though I grew up happily in Oklahoma, I somehow never developed a taste for NASCAR, hunting season or Budweiser, but have always been drawn to fine art, theater on Broadway and a fragrant glass of wine.Uh-oh. I criticized the Da Vinci Code.Can we still be friends anyway?(Big smile. Bright eyes. That's me, grinning for your forgiveness.)Your Friend,Roy H. Williams

The most famous quote attributed to Alexis de Tocqueville is, “America is great because she is good, and if America ever ceases to be good, she will cease to be great.”Strangely, Tocqueville never said it. He did, however, make a number of astounding pronouncements and predictions.Alexis de Tocqueville, that 25 year-old Frenchman who authored Democracy in America, traveled for 9 months throughout the United States of 1831 with his friend, Gustave de Beaumont.The pair traveled west to Michigan to see unspoiled wilderness, then down to New Orleans to hear the heartbeat of the South, but the majority of their time was spent in Boston, New York and Philadelphia where they arranged meetings with some of the most influential thinkers of the early 19th century.Tocqueville interviewed presidents, lawyers, bankers and settlers and even met with Charles Carroll, the last surviving signer of the Declaration of Independence. Democracy in America, the book that resulted from his beagle's journey, set the stage for discussions about democracy that are still being carried on today.So what did Tocqueville say?Allow book-reviewer Margaret Magnus to paraphrase: “America will face a great civil war,' Tocqueville predicted, 'and although they've chosen a bunch of numskulls for president before, don't be fooled. In time of great need, they will elect a great man. They just don't want busybodies in power unless they need them. I know America has only a small percent of the GNP and population of France, but keep a close eye on this one. In 100 years, its population will be around 200,000,000. And the world will be split between two great powers, Russia which will gain its preeminence by the sword and America which will gain it by the plowshare. Now I know Mexico just translated America's Constitution word for word into Spanish, and aspires to establish a society just like theirs. And I know their current populations are comparable. Still America will gain preeminence, but Mexico will not. And here's why… And I know the number of Negroes and the number of natives is about the same, and they are both subordinate to the whites. Still the natives will disappear as a powerful identifiable social and economic force, but the African will not. There will be a well defined and influential African subculture in 100 years, but the same will not hold of the natives. And here's why…'”– from the Margaret Magnus amazon.com review of Democracy in AmericaThe entire text of Democracy in America by Alexis de Tocqueville is available online.Was Tocqueville posing as a mystic seer, as did Nostradamus before him and Rasputin after? Or did he simply gather information and recognize patterns, as did Leonardo da Vinci, Buckminster Fuller and Genrich Altschuller?Read what Tocqueville wrote and decide for yourself.Roy H. Williams

Caterina dumps baby Lenny on her boyfriend, then moves to town and gets married to someone else. Neither Lenny's father nor his mother is willing to give Lenny their family name, so he is known only by the name of the mountain under whose shadow he was born: Lenny Albano.An unwanted child, Lenny grows up strangely in this remote, rural neighborhood without access to comic books or video games. Estranged parents. Odd relationships. A badly broken situation.But his imagination is intact. Is your imagination intact?Long walks in the hills surrounding Mount Albano cause Lenny to fall in love with animals. He loves them so much that he buys caged creatures just so he can set them free. How Lenny makes his money is unimportant. But how he spends it reveals his soul.How do you spend your money?People laugh when Lenny becomes a vegetarian. He doesn't care. People have laughed at him since the day he was born. Lenny hides from them by taking journeys in his mind. He goes exploring, deep inside his own head. Lenny is amazed by the things he finds.Lenny scribbles his thoughts in journals and draws little pictures in the margins. Although no publisher is willing to publish these random thoughts, Bill Gates recently paid 30 million dollars for just one of Lenny's journals.Lenny is very smart.But Lenny's deep curiosity causes him to be easily distracted. Although lots of people are willing to buy his paintings, rarely can he stay focused long enough to finish one.Lenny isn't completely alone in his quirky curiosity. When Lenny is 40, a man named Chris sails west to look for the east. Go figure.Long after Lenny dies, the world realizes how far ahead of his time he'd been. Sigmund Freud said Lenny “was like a man who awoke too early in the darkness, while the others were all still asleep.”But we no longer call him by the name of the mountain under whose shadow he was born. We choose instead to call him by the name of the village he was from. And for some strange reason we insist on calling Lenny of Vinci, “Leonardo.”I think Lenny would have laughed had he known.And I think he would have fit right in at Wizard Academy.What do you think?Roy H. Williams

Pricing – If you're not worried that you're pricing it too cheap, you're not pricing it cheap enough. That's the best advice I can give you about Pricing in a single sentence.Never ask, “How much might someone be willing to pay for this?” Ask instead, “At what price could I sell a huge number of these?” Read the biographies of Henry Ford and Sam Walton and you'll learn that this was the one question asked by both men throughout their lives. The correct answer to that question lifted Henry and Sam out of the shadows of obscurity to stand among America's wealthiest citizens.Please don't listen to well-meaning friends who try to tell you that “Anyone who would pay ten dollars for this would just as quickly pay fifteen.” The Model T was invented when Henry Ford set out to “design a car that could be manufactured and sold at a profit for $850.00” Every other car in the world sold for at least $2,500 at the time. Nearly 2,000 automobile manufacturers had been launched and failed during the 22 years prior to Henry's launch of the Model T in 1908. (It was called the Model T because Models A through S failed to meet Henry's pricing criteria. The Model A that replaced the Model T was the beginning of Henry's second trip through the alphabet.) The assembly line was invented only as a tool to help Henry achieve his price.Read Made in America, the biography of Sam Walton written while he lay on his deathbed, and you'll quickly see that Sam was just another Henry Ford. Can anyone say Michael Dell?Value – People don't trade money for things when they value their money more highly than they value the things. No trade will be made unless they want the thing more than they want their money. This is why things-with-stories sell faster than things-without-stories. How much faster depends on the story.Notice that I didn't say things-with-stories necessarily sell for more money, I said they sell faster. Stories, like refurbishments and repairs, can increase the salability of an item without increasing its actual value. Ask anyone who has ever sold a home or a car. All that repainting, repair and clean-up didn't raise the price as much as it made the home or car more salable. Likewise, stories increase salability more often than they increase the value or the price.The value of an item – in the mind of a consumer – is simply the difference between the anticipated price and the price on the tag. When the anticipated price is higher than the price tag, it's a “good value.” When the anticipated price is lower than the price tag, it's a bad value. Good stories raise the anticipated price. Finding the untold story is the goal of a process we call the Uncovery.Salability – The salability of an item can often be improved while the value itself remains unchanged. A good story often increases the salability of an item without increasing its actual value. NOTE: The fact that an item is selling briskly doesn't always mean that you can increase its price. And the fact that an item isn't selling well can't always be cured by lowering its price.Sometimes the secret to increasing the sales volume of an item is to tell a better story about it. Sometimes the secret is simply to lower the price. Do both and you can take over the world.Just ask Henry, Sam and Michael.Roy H. Williams

“You can be anything you want to be,” was once the anthem of America. But we seem to have twisted that sunlit dream into a shriveled demon that whispers, “Hurry, hurry, hurry and you can be everything you want to be.”Too much to do, too little time. Tossed and turned by a too-much world, we're as tired as a termite in a yo-yo. And all along, we were just trying to find our way home.“Why am I here? What is my purpose? Who are my people? Where is my tribe?”Branding is built on our need to belong. The majority of our decisions-to-purchase revolve around self-definition. We buy what we buy to remind ourselves – and tell the world around us – who we are.And most of your customers are doing exactly the same thing. What are you doing to brighten the mirror of who your customers believe themselves to be? Do you even know who they believe themselves to be?Successful Branding is to:1. Know your customer.2. Reinforce their self-image.3. Make them feel they've found “home.”Overlay Maslow's Hierarchy of Needs onto the preference profiles of the Myers-Briggs Type Indicator and you'll soon recognize the four faces of your customers. And each of them is looking for something different from you:Leader/Early Adopter, wants to be first-on-the-block:Show them things that “just came in.” Hang a sign on every New Arrival.– approximately 10 percent of our populationOutsider/Goes his-her own way, proudly stands alone (with all the other loners):Follow his-her lead. These people will strongly resist any attempt to direct them.– approximately 9 percent of our population.Analyst/Skeptic, looks for details, facts, and statistics:Have credible data available for them. Answer their questions precisely as asked.– approximately 24 percent of our populationFollower/Member of the Club, wants to be part of the “In” crowd:Show these people “what's hot.” NOTE: Very few people are willing to define themselves as followers, even though they admit they're attracted to best-selling items.– approximately 57 percent of our populationLeader, Outsider, Analyst, Follower; every business attracts these four faces. Your business category likely has other, more specific customer personas that are unique to it. And each of these comes to you for different reasons and with different expectations.Do you keep your customer personas clearly in mind when creating your ads?Are you prepared to sell each of these customers “their way?” Have you trained your staff how to recognize each type of customer and how to serve each of them differently?If your business is average, your people are closing the sale slightly more often than 2 times out of every 10 customer encounters. If you could help them get just 1 more smiling “yes” from the remaining crowd of nearly 8 unsold customers, your sales volume would increase by 50 percent… with no increase in advertising and no additional store traffic.Sound like something you might want to check into?Roy H. Williams

Nehemiah is a book of the history of the Jews. Have you ever read it?450 BC – It is the time of Socrates, just a few years before Plato, Aristotle, and Alexander the Great: Nehemiah is a government worker who becomes distressed with the way things are and decides to do something about it. “Hanani, one of my brothers, came from Judah with some other men, and I questioned them about the Jewish remnant that survived the exile, and also about Jerusalem. They said to me, 'Those who survived the exile and are back in the province are in great trouble and disgrace. The wall of Jerusalem is broken down, and its gates have been burned with fire.' When I heard these things, I sat down and wept.”Have you ever learned something that made you want to sit down and weep? Emptiness. Violence. Illiteracy. Loneliness. Disease. Poverty. The world is full of sadness.But Nehemiah wasn't like most people. He didn't think it was enough just to be sad. He decided to do something, even though he was very afraid.“Courage is not the absence of fear, but rather the judgment that something else is more important than fear.” – Ambrose Redmoon, quoted by my friend Susan Ryan just before she left for AfghanistanSpeaking to King Artaxerxes of Persia, Nehemiah said, “If it pleases the king and if your servant has found favor in his sight, let him send me to the city in Judah where my fathers are buried so that I can rebuild it.” The king gave his permission. And thus Nehemiah began the long labor for which he would be forever remembered.“Great works are performed not by strength, but by perseverance.” – Samuel Johnson“When you grow up, you have to give yourself away. Sometimes you give your life all in a moment, but mostly you have to give yourself away laboring one minute at a time.” – Gaborn Val OrdenDo you have a plan for making the world better, or at least your little corner of it? Tell us about it in your application to be selected for Wizard Academy's World Changers curriculum July 10-12, 2006. Perhaps you'll be one of the two-dozen carefully chosen students to receive a full scholarship.No paid seats will be available for this course.Month after month, Wizard Academy equips people who want to make a difference. This is why journalists and scientists and artists and educators and business owners and advertising professionals and ministers are attracted to our little school. But for 3 hot days each July, we train 24 students who want to make a difference, but who don't have the funds for tuition.Six of the World Changers for 2006 will be chosen by Dr. Glenn Cherry. Six will be chosen by Wizard Academy board member Corrine Taylor. Six will be chosen by board member Dr. Richard D. Grant. The final six will be chosen by Pennie Williams, President and co-founder of the Academy.If you believe you should be in this class, please read the list of qualifying criteria and be sure your application for scholarship reaches us prior to midnight, June 10, 2006. Successful applicants will be notified on or before June 17, 2006.Talk is cheap. The world doesn't want to hear what you believe.They're watching to see what you do.Roy H. Williams

A Very Interesting AdThe doctor's waiting room glowed with old magazines.As I stood there amidst this strange illumination, I noticed an ad for IBM Consulting that featured an executive woman peering thoughtfully into the distance. In the foreground hung the three questions that haunt every business that has ever achieved success:How do we keep our latest innovation from becoming our last?How do we keep our organization as agile as a startup?How do we keep a fear of risk from blinding us to opportunity?The selection of these questions was pure genius. I applaud the ad writer. Even more brilliant was the fact that none of them was answered. For that, you'd have to call IBM Consulting.To pass the time, I decided to draft my own answers to each of these haunting questions:How do we keep our latest innovation from becoming our last?Trust your intuition. Remember how to play. Do at least one crazy thing each day.SPECIFICALLY: When your mind begins to wander and you find yourself thinking a strange and unproductive thought, ask, “What would it cost me to chase this rabbit right now?” If you can afford the time, unleash the fun-loving beagle in your brain to chase that zigzagging rabbit of distraction. But don't be surprised if these furry little friends lead you to a brilliant innovation. The rabbit of distraction is often a topological recognition cue and the beagle is always pattern recognition, a function of your brain's intuitive and wordless right hemisphere. Having recognized a possible solution to a puzzle you've been unconsciously trying to solve, the freewheeling beagle in your right brain whispers to the logical lawyer of the left, “Woo-hoo! Did you see that? Follow me!” It is the rabbit of inexplicable distraction, Alice, that will guide you into Wonderland.How do we keep our organization as agile as a startup?Carve into the top of your desk where you can see it every day, “The truth shall make you free, but first it shall make you angry.”SPECIFICALLY: Allow people who haven't drunk your Kool-Aid and have no reverence for your success to study your core strengths in search of the weaknesses that could be exploited by a challenger. When a competitive strategy is discovered that could actually work, do it to yourself before someone else does. Become your own competitor. And be merciless.Recognize that all answers are temporary. Allow no cow to become sacred. Yesterday's brilliant insight is tomorrow's traditional method.Specifically: Hang a 12-foot banner on the wall in the hallway, “I can't understand why people are frightened of new ideas. I'm frightened of the old ones.” Gather your staff every morning and have them say these words out loud in unison like the Pledge of Allegiance. I'm not just being colorful here. I'm being completely serious. The inertia of corporate, cultural memory cannot be overcome without employing a physical action and repeating it as a group for at least 13 consecutive days. This is absolutely essential if you plan to overcome “the way it's always been.” Changing corporate policy, having a meeting, and sending out a memo just won't get it done.How do we keep a fear of risk from blinding us to opportunity?Remember that proof-of-concept never requires you to bet the farm. Ideas that seem prohibitively dangerous can always be affordably tested. Create a culture of experimentation whose mantra is, “There are no ideas too crazy to test.”SPECIFICALLY: Budget for failure. Set aside hard dollars for testing new ideas with “an increase in knowledge” being the only expected outcome. Risk is now eliminated. Fear is gone. You will have created the perfect environment for successful Research and Development.Hopefully, there is something here you can use. I always give you my best.Roy H. Williams

I've noticed a disturbing trend. Maybe you have, too:Cashiers have become the new pitchmen.The old pitchman came to your door and knocked. He sold encyclopedias or vacuum cleaners or miracle soap. Whatever. But you were trapped by your own politeness. You couldn't think of a way to get rid of him without being offensive. So you gave him your time. And often, your money.The new pitchman traps you at the cash register, saying effectively, “You're not leaving here with that merchandise until you listen to my pitch and answer a few questions.” I'm not talking about suggestive selling. This is much more annoying than that.The first time I was cashier conned was at the Apple Computer Store in the mall. My laptop needed repair so I decided to buy a new one, upload my data into it, repair the old one and give it to Barry. I had to have the new laptop immediately so I went to the Apple Store. I love Apple. If I was ever going to get a tattoo, it would probably be of that multicolored Apple logo. Is that nuts? Okay then, guilty.I stood at the cash register, credit card in my hand, as the cashier asked, “Would you like a copy of Microsoft Office for an extra fifty bucks?”“Fifty bucks? Sure.” So he stuck the software in the bag with my new computer, ran my credit card and had me sign the dealie. Then he slipped my receipt into the bag with a curious looking folder. On impulse, I pulled the folder out. It was a long and complicated application for a $150 rebate. The little rat bastard had charged me $200 for the software and silently slipped me a rebate application.“Am I supposed to fill this out?”Eye roll. “Yes, sir.”“Did you say to me, and I quote, “Would you like a copy of Microsoft Office for an extra fifty bucks?”Self-righteous now. “Yes, sir.” The little RB was acting like I was out of line for being annoyed by this.“Sorry, but I don't fill out rebate forms. Here's your software. Give me back my money.” I'll never visit another Apple Store. Future purchases will be strictly online where I can read all the fine print before I say yes. I'm glad I didn't get the tattoo.A couple of weeks later my Dodge pickup needed a safety inspection. The outdated little sticker in its windshield screamed to the police that I was driving an illegal vehicle. I pulled in at Jiffy Lube.“Do you do safety inspections?”“Yes, sir. We sure do.”I had them change the oil, replace the air filter and install new windshield wipers. As they handed me my keys, I said, “You forgot the new safety sticker.”“Oh, we don't do official safety inspections, sir. We do Jiffy Lube inspections.”This time the con was so outrageous that I got tickled. “Oh, so you looked everything over and it seems oky-doky to you?”“Yes, sir.”“Great. Now I can sleep at night.” I beamed a big smile and left. Small people complain. I just never go back. Is there a chance the little jiffy weasel honestly misunderstood my safety inspection inquiry? Zero. His response was trained. Every day, thousands of Texans have to get their vehicles safety inspected. Jiffy Lube doesn't want the hassle but they obviously want the traffic. They're hoping we'll chalk it up as honest miscommunication. And most of us probably will. Once. The jiffy weasel knew that if he told me the truth, that they don't do safety inspections, I would have taken my truck somewhere else. Jiffy Lube used to be another of my favorite companies. Now I feel violated by them, a little bit raped. Sorry for the language, but that's how I feel.Somehow, I'm betting I'm not the only one.The most recent cashier con happened at Best Buy. “Your purchase today qualifies you for 8 free issues of Sports Illustrated or Entertainment Weekly. Which do you prefer?” I firmly declined both.Do you think maybe I was just being paranoid? The thought definitely flickered across my mind. Fearful that I might be seeing con men where none existed, I went online and found that the cashier con at Best Buy was perhaps the oiliest of them all.I'm not sure if that makes me feel better or worse.In the short run, these cashier cons are likely to elevate profits. But can you think of a faster way to grind away brand image and erode brand loyalty? I traded with these companies because I believed in them. And now I don't anymore. I let them keep my money. But I did not let them keep my heart.I share these stories with you only to alert you to the dangers of shallow, short-sighted marketing. Quicky-tricky profits often come at a terrible long-term price.Roy H. Williams

You are a column of wax.Your purpose began as a spark, a flicker easily ignored. But you didn't ignore it. You turned to face it and your head caught fire.Grace Hansen admonishes, “Don't be afraid your life will end; be afraid it will never begin.” In other words, be afraid you will never catch fire.Lethargy. Apathy. Malaise. Aimlessness. Depression: Five different words for the absence of a flame.What is it that burns in your soul and shines through your eyes?Did you know that humans would rather be angry than bored? Anger is an ugly flame, but it feels better than no flame at all. This is why people who have no creative vision spend so much time being angry. Anger gives them purpose.Try not to walk in their shadow.Jorge Luis Borges, consumed by the tiger of time, is gone. But when he walked among us he looked directly into the lens of life's camera and said, “Time is the substance of which I am made. Time is a river that sweeps me along, but I am the river; it is a tiger that tears me apart, but I am the tiger; it is a fire that consumes me, but I am the fire. The world, unfortunately, is real; I, unfortunately, am Borges.”Time is the fire, the animator of us all. You step into it at birth. You step out of it at death and grow cold, a column of wax once more. Your candle is spent.What did it light?You've heard me say it many times… I repeat it again today, not because I can think of nothing else to say, but because it's vitally important to your happiness:“Lives, like money, are spent. What are you buying with yours?”Roy H. Williams