That's right.

Next slide, please.

So instead of revamping Mercury, what Ford does is they choose to do something different.

They choose to do a brand new division in the mid-range.

And the first problem you have is what do you call it, right?

So they don't know yet.

Let's name it after the least bad guy in the organization.

You're pretty well.

Well, a good Ford is the dead one, Ross.

They can't think of a good name for Ford.

They truly cannot.

They hire this Don Draperass ad agency called Foot, Cone, and Belding, that's not real.

And Foot, Cone, and Belding, try, oh my god, Cone, and Belding, Don Draper is out of

the office at that moment.

And so they bring them back a list of 6,000 potential names for this division to which Ford

go.

We only wanted one.

At one point, the ad agency hire guys to stand outside movie theaters, trying to listen

for words people like saying.

That's how desperate they are for inspiration.

I mean, Coke did that with OK soda.

They were just like, oh, well, OK.

...