And what we found was that the brain does a really good job at this, but it doesn't do such a good job at processing negative information about the future. So, what does this mean? It means that, if you're trying to get people's attention, you might want to highlight the progress, not the decline. So, for example, if you take that kid with the cigarette, you might want to tell them: "You know, if you stop smoking, you'll become better at sports." Highlight the progress, not the decline. Now, before I sum up, let me just share this small anecdote with you.