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Laz: It takes a different kind of mentality to do something that no matter how well youve prepared, youll probably fail at

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These are excerpts from the conversation

Through extensive research, they found three aspects of how many teenagers wanted to be seen by their peers: #1 Many teens want to be seen as cool and rebellious This was something the tobacco industry already understood about their audience, and had been tapping into this particular aspirational identity in their ads for decades And it wasnt just in tobacco marketing that this identity was reinforced