In his first message to Congress, President Arthur asked for changes in the way government jobs were filled.

VOA: special.2010.04.29

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.

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