Several companies have gone wrong with advertising. For example: Procter and Gamble was trying to launch their new product Febreze which turned out to be a major flop for the company. Then one day, one of the marketers see a pattern in their way of advertising and changes that. This brings about a sudden popularity of the product bringing in large profit for the company. This comes about to show that habits are not permanent. If they don?t work it does good to change the pattern so as to achieve better results. By adapting to this new science, we can change our business, communities and our lives.