The following on "Choice, Not Chance" is from "You, Inc." by Burke Hedges:

"R.J. Wrigley, the founder and president of Wrigley Chewing Gum, was one of the first businessmen to take full advantage of advertising.

"While his competitors were spending thousands of dollars on advertising, Wrigley was spending millions. In the 1940s it was hard to open a newspaper or drive by a billboard without seeing a promotion for Wrigley Chewing Gum.

"During a commercial flight to an important board meeting, a passenger interrupted Wrigley as he was preparing for the meeting and asked, 'Mr. Wrigley, perhaps you could answer a question that has been bothering me for a long time. Why do you continue to advertise your gum so widely when your company already sells more gum than all your competitors combined?'

"Wrigley looked up from his paperwork, scowled at the man and replied, 'I keep advertising for the same reason the pilot of this airplane keeps the engine running after we are already in the air.'"