People want to be on the winning side, and playing not to lose sends a subtle message that changes their thinking and their behavior.

FORBES: Play to Win!

"These changes will help to reinforce the message that Caernarfon is a fantastic place to visit, " he added.

BBC: Plan for ?2.4m facelift for Caernarfon centre on show

They cascade the message down the hierarchy, and little to nothing changes.

FORBES: Bad Company Culture? Here's What To Do

Mr Jenkins found that by making changes to the web address after sending a message, he could read and delete other users' messages.

BBC: Wales

It carries the message that lumps are not the only sign of cancer and that people should be aware of any changes to their breasts.

BBC: Cancer 'changes outlook on life'

The message will be that this is a government of real substance, taking tough decisions but driving through changes to welfare and education which are needed for the long-term.

BBC: UK Politics