In the brute physical world, and the one encompassed by medicine, there are all too many things that could kill you, don't kill you, and then leave you considerably weaker. ↗
If an ad campaign is built around a weak idea - or as is so often the case, no idea at all - I don't give a damn how good the execution is, it's going to fail. ↗
The old adage that you shouldn't change a winning team doesn't apply in modern international football because managers have to study the opposition and pick players who exploit their weaknesses. ↗