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parents. He is well into his routine, and has already gotten them to admit that a quality education is of utmost importance to their children's future. He approaches the topic... 40 cents a day. Why, that's less than a can of soda! Wouldn't you say your children's education is worth more than a daily can of soda?" Having never thought of it in just that way... of a can of soda. Using it as a reference point, he then compared it to the value of . . . not his encyclopedia set, but . . . successfully educated children. He substituted...

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