"The point at which you win a battle is when you've convinced the enemy that he has lost. This can be accomplished through something as simple as constant repetition. For example, you will see an advert on TV ten times a day for a particular brand of chocolate. One day at the supermarket, you're overcome by a sudden craving for chocolate. Confronted by an array of unknown brands, you choose the one that you saw advertised. They've won... And you've lost."