"It's pretty clear that we will need measures to accelerate the conversion to new products. Governments can either make measures even worse for cigarettes or do something different on these new zero-risk products to show consumers they are different. I think they should do both."

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Now some people when they sit down to write and nothing special comes, no good ideas, are so frightened that they drink a lot of strong coffee to hurry them up, or smoke packages of cigarettes, or take drugs or get drunk. They do not know that ideas come slowly, and that the more clear, tranquil and unstimulated you are, the slower the ideas come, but the better they are.

— Brenda Ueland