and his name was gene hazlet. >> hazlet traveled around the world convincing the countries that made. >> well, it took some time, but in the end the colombians could no longer get their drug powder. they didn't know what to do. they gave it up. we eliminated the problem. we beat them. >> it worked. remarkably, it worked. we think of the drug war as a major failure, not with quaaludes. there was a weak link in the quaaludes market and it was that single compound, and now nobody does quaaludes anymore. this week the state of arizona executed a man with a combination of drugs that the state had never used before. that execution dragged on and on and on and on while the man snorted and gasped for breath for nearly two hours. when we attempt to kill prisoners in state prisons now, we can not be sure about how that process is going to go. over the past couple of years the makers of the drugs that we use for lethal injections have begun refusing to sell their drugs for that purpose in the united states. and so the states that have capital punishment, they've had to go hunting around for new

marketing expert and change agent jeffrey is the head of the hazlet dprgroup and larry winge the author"grow a pair." larry, nice name. >> thanks. >> that is a memorable name for a marketer. all right. well, great to see both of you guys. >> it's always great to be here. >> what i was thinking as i was watching this, a bunch of things about why they're successful, but one of them was something someone told me this weekend, which was tell, don't sell. these people clearly walk the walk. they're experts. they got the expert to talk to the customers. you know, the customer who was an expert. and that is the best marketing you could do, right, jeffrey? >> well, always about being the brand that you are, being the promise that you want to deliver. that's what brand is all about. that and something you put on a cow or a horse. does fear work? absolutely. but every emotion works. it's just do you want your brand associated with that? i mean, certainly there are companies. remember the y2k scare where we went out and got prepared and people used that? and then nothing happened. the key thing fo