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What it did was create a moment of uncertainty in a system where most people were never given clear answers in the first place

10 years : Your risk of dying from lung cancer is cut in half

Takeaways Introducing a new brand in any industry is a risky proposition, perhaps even more so in a highly competitive space like cigarettes where brand loyalty has tended to be strong and where the return on marketing dollars is highly uncertain

(video) Avoid All Crutches - A crutch is any form of quitting reliance that you lean upon so heavily in supporting your quit that if quickly removed would likely result in relapse