Holden Ford: You get onto a crowded elevator, and you face the opposite direction, the back of the elevator, and everybody freaks out. They're uncomfortable for reasons they can't even articulate. But if you turn around and face the front, everybody relaxes.
Bill Tench: OK. Well, how do we do that?
Holden Ford: What do we have in common? What unites us? What keeps us all awake at night?