"I am interested in the past. Perhaps one of the reasons is we cannot make, cannot change the past. I mean you can hardly unmake the present. But the past after all is merely to say a memory, a dream. You know my own past seems continually changed when I am remembering it, or reading things that are interesting to me."

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A few years ago, the Bose Acoustics Corporation had a new product, the Bose Wave Music System. And their ad campaign for it was not successful until they changed one thing. At the top of the ad they said, "Hear what you've been missing." And that caused the skyrocketing of the interest in purchasing of the product. Why? Because with something new, people are uncertain, and when they are uncertain, they want to avoid losses.

— Robert Cialdini