In Chicago's O'Hare airport, the trays that take your personal items (including your shoes) through security are sponsored by Kizik, a hands-free step-in shoe.
You're hit with their pitch about the ease of taking your Kizik shoes off and putting them back on at one of the most inconvenient situations for those actions with a regular shoe.
In the words of Robert Collier: “Always enter the conversation already taking place in the customer’s mind.”
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