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Hanh NguyenMs. MouliatisENGL 130124 July 2014Home Food VS Fast FoodHomemade food is often treated as a privilege. Low cost of fast food and its nutrition value become a solution for many families who have neither time not money to cook at home. Warnings that fast food is not healthy do not stop Americans who treat it as an essential part of their daily diet. As a result, the prevalence of obese and overweight people plummets. If we look at what is behind attractive pricing strategies and delicious tastes offered at fast food chains, all facts support the idea that homemade food is a better choice....
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It is nearly impossible to turn on the television or radio and not be hit with advertisements introducing the latest fast food trend – fresh and healthy food options. More often, the media bombards us with slogans such as Subway’s common pitch to “eat fresh” or McDonald’s million-dollar advertisement campaign to try the new fruit and walnut salad. Attention has made an abrupt turn from the greasy, deep-fried originals at the fast food chains to more health conscious food choices. Even a documentary of a man named Morgan Spurlock made headlines and won awards when he ate McDonald’s three times a day for a month and publicized the effects through a movie called Super Size Me. Shortly after...
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In the United States and other countries, a large number of people are consuming fast foods. People prefer fast foods because it is served quickly, customers can use a window drive thru, and it is cheap. People are influenced by advertisements and the conveniences of fast foods. People who work long hours buy fast food because there are several franchised fast food restaurants near-by. Today fast foods have become common in the everyday diet of many people in the world. However, fast foods lack a lot of nutrition and...
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From a study completed by Chicago-based Research International USA completed a study called “Fast Food Nation 2008. The panel consisted of 1,000 respondents of ages 16-65 who provided their inputs with an online survey which was conducted between March 13 through 2008. Which was based on results on fast food restaurants like McDonald’s, Burger King, and Wendy’s are gaining popularity even through the economic hardship and recession. Marketing strategy has become more of influence on kids and young American’s. As population grows and the demand increases of fast food restaurants are expanding their stores to capturing more consumers. Fast food chains are also willing to change their menus to...
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American life is quick paced and busy. Americans want quick reliable transportation, quick internet connection, quick money, quick healing, quick weight loss, quick energy, and even quick service from the restaurants they eat out at. When a busy person is looking for a quick, easy food, fast food is usually the best option. The main food at a fast food restaurant is usually a burger and French fries. Fast foods restaurants are popular in America because they are inexpensive and served very quickly. There’s no problem with eating fast food every so often, but if a person is eating it almost every day, it can lead to serious health concerns. Americans love to eat. However, it is important to...
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Fast food is popular in America. In fact, one of America’s nicknames is “fast food nation,” (“Healthy” par. 1). It is quick and only takes a short amount of time to get the food. There are so many fast food restaurants in the world. Every corner people turn, there is another McDonald’s or a popular fast food restaurant. What people do not know about this easy way of eating is how unhealthy fast food really is. Quick food does not mean nutritious food. However, many Americans debate whether fast food restaurants should be required to show the nutrition in their food.
Obesity is a big social issue in America. Due to the popularity of fast food and other unhealthy foods, more and more...
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Fast food workers take customer orders at counters or drive-through windows and serve food like hamburgers, fries or tacos and beverages to the customers. They pick up the ordered food items from the warming areas where they are put after being prepared or from coolers or other storage areas. They may do some of the packaging of food and beverages to be served, such as filling cardboard or paper containers with foods like French fries or onion rings. Fast food workers serve the foods and beverages to a customer, usually at a counter, and accept payment. They are also often responsible for cleaning tables, making sure condiments are filled, etc. Most fast food workers work only part-time....
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In the book Fast Food Nation, Eric Schlosser writes about the fast food industry. Schlosser tells the story of J.R. Simplot, the man behind McDonald’s source for potatoes. He started his own business right out of the eighth grade, after dropping out. He started out small but eventually became one of the riches men in America. He owned then 160 acres of land to start off this business. He sold his potatoes to companies at first all natural. But he soon discovered that if you dry out the food it will keep for longer, more companies then bought from him. Then in the 1950's he found out about freezing them, and the method of frozen food. McDonald’s started buying and selling Simplot...
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Jean is a first time visitor to the United States. As he was getting dressed this morning, he became excited to try McDonald’s new “Egg White Delight McMuffin” that came on a television commercial. Upon opening the packaging he finds a soggy, rubbery sandwich unlike the juicy, wholesome sandwich he saw earlier this morning. He recognizes everybody else enjoying food that looks nothing how it should, and begins to wonder why.
America is a place where fast pace, convenience, and cheap products and services are accepted and even loved. As of April 20th, 2012, “in America, there were 160,000 fast food restaurants serving 50 million customers a day.” (“Fast Food Statistics”). It is the perfect...
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“Hello, may I take your order?” “Sure, let me get a cup of artificially flavored sugar, a bag of crunchy grease, and a heart stopper.” Everywhere you turn you see a McDonalds, Burger King or Wendy’s. Eric Scholosser There are more fast food places in America than actual grocery stores! In recent times fast food has become a craze. Everyone is eating it, even little babies, but do you really know what you are eating? There is a ninety five percent chance that you don’t. Everyone is guilty of buying fast food and many don’t even know the side effects that go along with the purchase. The food we consider “fast” and “easy” are the same foods that are killing people every day. Although the...
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It's quick, it's convenient, it's delicious. Fast food is the most popular quick-service nourishment. It plays an important roll in the lives that we humans so perfectly laid out for ourselves. Why try cooking when you can get food at a much faster rate? To most people, fast food is the answer to all of our problems. It is good in every possible way, or is it? Although some might deny the consequences, we all know there is a steep price to pay. So here by today, I am asking you to have a closer look at the hidden dangers. In my opinion, we should free the world of fast food because, not only are they adding the amount of cruelty to animals and draining money out of our pockets,...
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In today's society, fast food has become a large part of many American's lives. With the rising numbers of obese people, it is hard not to draw a correlation between the increase in fast food and obesity. Most obese people don’t want to be obese and wish they could lose weight, yet they continue to struggle with their fast food intake and obesity. This is due to the advertising done on the consumers, the highly addictive food itself, and most importantly, how advertising and addiction combine with children to form habits that are kept once they become adults. These factors are the reasons that fast food restaurants are to blame for the rising obesity and health risks across America. The...
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In the United States there has been an expanding issue of obesity since the 1990's; and only until now with the growing trend of gym memberships for personal fitness has the epidemic been mitigated. The wide availability of fast food and second kitchens has led to high obesity rates. However, the availability is only the product of intense consumer demands. Fast food manufacturers would only supply ridiculously unhealthy food if and only if the consumers had a high demand for such garbage. As was seen in the 1920's when alcohol was banned in the United States due to violence arising from alcoholics – the people that wanted alcohol still found ways to attain alcohol through the black market,...
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"The rise of the fast-food industry transformed American eating habits in the second half of the twentieth century" (Schlosser 8). Almost everywhere you look you'll see a familiar sign symbolizing our "fast food nation." You find them in airports, malls, schools, and gas stations, on the corners of streets, off the side of interstates, near your local shopping center, and even in hospitals. There is no way of getting around them. In 1970 Americans spent $6 billion on french fries alone; the year 2000, Americans spent over $110 billion (Gingras np). During any given day of the week, 3 out of 4 children eat fast food meals (one or more) times a day, which is the foundation of harmful...
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Through reference to a specific enterprise or industry, what are the most important factors shaping organisational change and how has this affected management thinking and practice?IntroductionIn the business world, organisations are complex and dynamic entities. Each organisation is distinctive, therefore each organisational thinking and practice will be different. Due to globalisation, competition, increasing health awareness and new technology, organisations are subjected to change. Change in organisations can be in response to external forces, such as market shifts, competitive pressures, health and technological innovations, or it can be internally motivated, such as by managers...
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Fast Food Profit
The American economy relies upon competitive exchange: a process where opposition within a market creates standards for quality and price valuation. To insure the quality of American products the US government encourages a competitive market and enforces regulations. "Capitalism is a system of private ownership of capital that relies on market forces to govern the distribution of goods" (Goldstein 533). In an ideal capital market companies will produce their product to meet consumer tastes, government regulations, and beat similar competitive products. As a capitalist rule: the more competition that enters the market, the better the quality and prices. However,...
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Karen Smith 05 April 2002 Dr. Hunter Book Review Fast Food Nation Eric Schlosser, the author of Fast Food Nation, sets out to explore the ins and outs of the fast food industry from slaughter to consumption. Each chapter goes in depth to one aspect of the fast food industry. He begins with the basics of the industry documenting the accomplishments of the minds behind McDonalds and Carl's Jr. The story begins with these men who started as passionate and smart businessmen just trying to get a break....
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Many people in the United States believe that if it weren’t for fast food restaurants, they would not be overweight. People have even sued McDonald’s for their weight problem. While fast food may be one of the contributors to the obesity epidemic, it surely doesn’t stand alone. There are many more reasons why people living in the United States are overweight. Some of these reasons include problems within the school systems, peer pressure, education, and even just where a person lives.
It’s clear fast food restaurants are part of the problem; look around and you see that they are everywhere. Just take a short drive down Cypress Avenue in Redding and you will drive past no fewer than eight...
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Power of Personal Responsibility"I think it is important to remind people of the extent of our free will," claims Jeffrey Eugenides, an American Pulitzer-prize winning novelist. Humans have the innate ability to reason and make decisions based on their thoughts. The problem in the world today is that people want to excuse themselves from responsibility and place blame on external forces. This idea of relieving the accountability has traveled its way into the health sector, where Americans do not take ownership of their health issues. Outside...
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‘Fast Food Nation’ by Eric Schlosser traces the history of fast food industry from old hot dog stands to the billion dollar franchise companies established as America spread its influence of quick, easy and greasy cuisine around the globe. It is a brilliant piece of investigative journalism that looks deep into the industries that have profited from the American agriculture business, while engaging in labor practices that are often shameful.
In Fast Food Nation, Schlosser goes beyond the facts that left many people’s eye wide opened. Throughout the book, Schlosser discusses several different topics including food-borne disease, near global obesity, animal abuse, political corruption,...
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"We provide food that customers love, day after day after day. People just want more of it” (Ray Kroc, Founder of McDonald’s). Coronary Artery Disease is a type of heart disease and the most common cause of heart attacks. Plaque from eating unhealthy foods, builds up in the arteries, the arteries harden and begin to become narrow and can cause chest pain and heart attacks. “Obesity is a medical condition in which excess body fat has accumulated to the extent that it may have a negative effect on health, leading to reduced life expectancy and/or increased health problems.” The environment is affected by the fast food industry because of the amount of pollution and trash they produce on a...
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“Fast food the slow poison”
According to WHO, obesity is defined as abnormal or excessive fat accumulation that presents a risk to health. . A person is considered obese when his or her weight is 20% or more above normal weight (WebMD). In the past people used to eat healthy home cooked food with their families and friends, and during that time they were talked to each other and shared their daily gospels. However, nowadays the tradition of eating has been changed since the introduction of fast food. . According to survey of Statistic brain, The US Fast-food industry serves more than 50 million Americans every day and makes $65 billion...
1965 words - 8 pages
Introduction:Global competition is driving changes in organizations throughout the world. Companies are attempting to gain a competitive advantage, which can be provided by international expansion. Deciding whether to enter foreign markets and whether to develop market share in other countries is not the simple issue. Marketing globally is becoming a significant factor for all types of organizations in light of the far-reaching effects of globalization. Doing business globally requires that adaptations be made to reflect cultural and other factors that differ from country to country (Schultz & Kitchen 2000, p. 21). More and more international companies focus their global...
1698 words - 7 pages
For decades the Fast-food industry has supplied Americans with tasty, comforting food, quickly and at a low cost. It was not until recently, when the health craze first hit America in the late 1980’s that the corporations developed a new approach to marketing health food products to fit their customer’s wants (Nielsen). The most common fast food chains, such as McDonalds and Subway, started advertising “healthier” food items on their menus to continue appealing to the general public. While fast food restaurants give the impression of offering healthy food, nutritionist studies show healthy alternatives are not as nutritious as advertised and can lead to possible calorie underestimation...
1872 words - 7 pages
A person is hungry, they need a quick fix, lo and behold they happen to see those bright golden arches not too far in the distance. The person stops, pulls up to the drive through, and the speaker box begins asking them for their order. It’s the sad truth about fast food. The market is chock-full with hungry consumers on extremely tight schedules with “instant gratification” mindsets. One variable, the fast food market never could have predicted was a “healthy American”. Everything is now sorted into increments of one hundred calories conveniently put into separate packages for the new health-conscious men and women of the twenty first century. In the beginning, fast food markets preyed...
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In the mood for a quick bite or a night out. Well, what are the choices? McDonald?s is quick, cheap and convenient. They will have you enjoying your food just as fast as you can pay the cashier. On the other hand, though it is not fine dining but that could be your second choice. You could go to one of the finer restaurants such as The Washington Inn. Here, service is everything, speed is not. A relaxing evening is all that awaits you. So would you rather have a diet coke or a nice glass of say, White Zinfandel. The choice is yours.Eating out at a fine dining restaurant is not just a...
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So, what exactly is "fast food"? According to the Merriam-Webster dictionary, " fast- food" is food that is designed for ready availability, use, or consumption and with little consideration given to quality or significance. So, is there even a link between fast food and its technology with ethics? At first, I thought "what I am thinking? I'll never be able to find any information linking the two." To my surprise, there is a plethora of information regarding fast food... And, due to the large number of restaurant chains today, I will mainly focus on McDonald's, perhaps the most popular fast food restaurant today.
From humble beginnings in 1955, McDonald’s...
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Each student was to visit two different fast-food restaurants that make hamburgers and give a report on the production process. The 2 different fast-food restaurants that one visited to observe the making of hamburgers were McDonald's and Jack in the Box. The results were quite different after each observation was conducted (Aquilano, Chase, Jacobs, 2006).The McDonald's restaurant was the first visit. As soon as one walks through the doors, one can see that the production process in this establishment was very organized in watching each individual going about and doing each of...
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In recent years there has been a growing epidemic of obesity, especially in America. According to the National Health and Nutrition Examination Survey posted on the Center for Disease Control website there are 12.5 million children from ages 2 through 19 that are obese. Many people are starting to complain that the commercials and ads for these restaurants are the result of such an incline in obesity. Although there have been current ad campaigns aiming at children to live a healthy life style there are still hundreds of advertisements that are putting restaurants in a sort of ultimatum position. Either restaurants change their advertisements or they improve their menus. In 1979 McDonalds...
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“Fast food is popular because it's convenient, it's cheap, and it tastes good. But the real cost of eating fast food never appears on the menu.” – Eric Schlosser --
Eric Schlossers book Fast Food Nation is not only an expose of the fast food industry but also shows how the fast food industry has shaped and defined society in America and other nations as the fast food culture spreads globally. He connects the social order of society to the kind of food it eats and the way it eats that food, and relates fast food to other social processes and institutions. His facts are based on years of research and study, and are presented in and easy to follow narrative. Schlosser is so thorough and...
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When working at a fast food restaurant, more often than not it is accompanied with a stigma. People tend to believe that those who work in fast food restaurants are not capable of anything better. They assume people working at fast food restaurants are slow and uneducated, or they simply look down upon them because these jobs have become known as "dead-end jobs." This so-called "dead-end job" is what people might describe as low-wage labor that employees have a susceptibility to become trapped in. Fast food employee’s face many challenges, morally and socially.
High school students take jobs at fast-food restaurants because they are convenient and can work around their schedules. High...
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Fast food is starting to be a major issue for people these days. It is the lazy part of their lives and their physique and personal health is being affected. It has become so easy for people to consume fast food because society has made it feel alright to do. The only way to solve this problem is to rethink one’s diet plan and to choose a healthier alternative. In today’s lifestyle, everyone tries to fit as much as possible into a day’s work, so fast food is usually a part of their life.
Fast food takes a large toll on the human body. The majority of the consumers of fast food are within the ages of 16-24. Young people these days are not as active as they used to be due to getting...
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Today’s furious pace of life does not provide people with an opportunity of leisurely eating. The replacing of traditional food to convenience food is the result of the general intensification of work. At present people are usually under time pressure. Therefore, fast food seems to suit to the rhythm of modern life. However, it is argued by nutritionists that fast food is not beneficial to health, and causes health problems such as diabetes, heart diseases and obesity issues. The number of American overweight adults, whose mass is defined as 120 percent, has increased from 25 to 35 percent over the period of time from 1960 to 1991, while the percentage among adolescents has grown from 10...
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What motivates people to eat at fast food restaurants? Could it be that they just enjoy fast food? I believe there are three goals that consumers attempt to balance when deciding what and where to eat. Consumers have switched to fast food because of social pleasure, eating pleasure, and lifestyle support.
The first goal that consumers attempt to balance when deciding what and where to eat is social pleasure. Consumers gain pleasure and acceptance when eating and interacting socially. In restaurants, people can gather with family members for socialization. Fast food dining also enables people to renew and strengthen friendships. They also dine in...
1815 words - 7 pages
We all know fast food is bad for you, but why do we keep deciding to eat it? We are responsible for our actions and choices. We choose to eat fast food which is causing us to gain weight and to become obese. Obesity is the number one problem in America.
Fast food is food that is prepared fast and served quickly. Fast food is precooked ingredients that has been reheated and served to customers. Fast foods are high in sugar, fats, and starches. The ingredients used in fast food restaurants have no nutritional values at all. Eric Schlosser from Food Inc. says “the way we eat now has changed more in the last fifty years than in the previous ten thousand years.” Most foods in...
1473 words - 6 pages
For decades the Fast-food industry has supplied Americans with tasty, comforting food, quickly and for a low cost. It was not until recently, when the health craze first hit America in the late 1980’s that the corporations developed a new approach to marketing their food products to fit their customer’s wants. Even the most common fast food chains, such as McDonalds and Subway started advertising “healthier” food items on their menus to continue appealing to the general public. While fast food restaurants give the impression of offer healthy food, nutritionist studies show the healthy alternatives are not as nutritious as advertised and can lead to calorie underestimation and overconsumption...
2697 words - 11 pages
The Fast Food Conspiracy Against Health
Most everyone who eats out is familiar with Jared, the man who claims to have lost three quarters of his body weight by eating what Subway wants you to believe is a balanced diet of fast food. In fact, this healthy image that Jared advertises is every fast food restaurant’s dream in terms of reeling in customers who are scared of cellulite. It is no secret that the fast food industry’s affect on society is an unhealthy one, but just how unhealthy is it and what else goes on beyond the counter that is never seen?
Time is a major factor in the health of people. When meals are eaten, how often they are eaten, and how many are eaten all...
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Childhood Obesity is of the most concerning diseases among children today; fast food is one of the main causes because people are uneducated about it. One out of three kids in the U.S. is overweight (Overweight in Children, 6). Fast food has been proven to be a huge factor in this childhood disease. Kids meals are overloaded with calories and high in fat. Knowing what is put into children’s mouths can enable them to live a healthy and happy life.
Childhood Obesity has increased fivefold in the U.S. Childhood Obesity has increase from 6.1% to n18.4% in ages 12-19. “Recent data suggest that nearly 15 percent of U.S. youngsters and almost one third of adults are obese” (Holgun, 2).This disease...
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The All-American meal takes more out of Americans to make then at first glance. Eric Schlosser’s book Fast Food Nation delves deep into the intricate workings of the fast food industry to expose mistreatment and cruelty towards workers in the business, just as Upton Sinclair had done in the early 1900’s regarding the meat packing industry. Schlosser is able to bring light to the darkness behind the All-American meal through extensive research and personal confrontations of which he has high regards for.
Fast Food Nation is a good literary nonfiction book as a result of Schlosser using relevant anecdotes that allow the reader to connect with the working conditions associated with fast food,...
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Is Fast Food the Cause to Obesity, or is it Just a Factor?
Over three hundred thousand deaths occur every year due to obesity. Obesity adds over one hundred seventeen billion dollars in health care every year (Stern 11). Obesity is an ongoing epidemic in the United States as well as in other countries. Kids eat out more than often, portion sizes are exceeded, and fast food has started being served in school cafeterias. Eating out often leaves the consumer used to eating above average portions .They then think that these portion sizes are normal, when really they are way above normal. In the United States, one out of every five people is obese (Murphy 4-10). Fifteen percent of kids are...
2746 words - 11 pages
Fast-food workers have been protesting for a minimum wage of $15 dollars an hour and the freedom to unionize. The workers have organized numerous protests this year. During the protests they have walked out and chanted slogans regarding their pay. The main fast-food companies that are effected is McDonald's and Burger King. They both have stated that they will not press charges and indeed are allowing the workers to return. These workers that are participating in the strike doesn’t represent the majority of the fast-food employees. The people participating in the strike are not only youths but adults and elders as well. Due to the countries low employment rate many of these workers are...
1002 words - 4 pages
I Wonder…Term Project
I wonder what negative impact the fast foods industry had on the environment. Nowadays, fast foods industry has become one of the biggest industries in around the world. More and more fast foods restaurants are opened as the number of people who consume fast foods increase. For instance, within a mile where I live, there are more than seven fast food restaurants, and most of people that I know consume fast foods at least once a week. Since we all live under the same atmosphere, if the fast foods industry had negative impacts on the environment, it would affect the well- being of the whole society. For this reason, this is a topic that matters to people...
3135 words - 13 pages
Employment Benefits in the Fast Food Industry
The fast food industry has been expanding rapidly over the past years. It has become a part of our culture. In the book Labour Relations in the Global Fast-Food Industry, Robin Leidner quotes from Eric Schlosser who wrote the popular Fast Food Nation , “According to one estimate, there are approximately 2.5 million fast-food workers in the United States, making them the country’s largest group of low-paid workers (Leidner 11). Those 2.5 million fast-food workers are now working at Subway, McDonald’s, Burger King, Taco Bell, Wendy’s, Pizza Hut, KFC, etc. The American fast food industry was built on the promise of low prices and fast...
1431 words - 6 pages
It isn't unfamiliar that obesity is a problem in the United States. Fast food is said to be a
major cause of this predicament, but is there a point where it's not the food's fault but the person
who is choosing to eat it? People who have problems with obesity and blame fast food don't
realize there are so many other attributes that are put into play and that fast food can't possibly be
the only reason of it all. Obesity can be influenced by lack of exercise, the surrounding
environment, genes, health conditions, cruel kindness, and diet. Fast food should stop being
blamed for a vast amount of obesity in the U.S. Fast food is one of the influences of obesity, but there is a...
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A Competitive Fast Food Firm
Firms within the fast food industry fall under the market structure of
competition. Market structure is a classification for the key traits
of a market. The characteristics of a market that is competitive
would include: a large number of buyers and sellers, easy entry to and
exit from the market, homogeneous products, and the firm is a price
taker. Take McDonalds fast food restaurant for example.
In 1954, Ray Kroc became the first franchisee appointed by Mac and Dic
McDonald in San Bernadino, California. He opened his first restaurant
in De Plaines, Illinois (near Chicago), and the McDonald’s Corporation
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Have you ever wondered why you buy so much fast food at fast food resturants? Is it because of their selection and efficientcy? Or is it because of thousands of messages telling you to buy! Buy! BUY! Though you may not be aware of it, there are millions of messages your body is sending you as well as the resturant is sending you. Fast food resturants fo not hesitate to hypnotize you. From the moment you walk in to the moment you throw your trash away you are hypnotized to buy.I have found through observation that most fast food resturants aim for you to want to use the...
1466 words - 6 pages
Hamburgers are a reasonably recent creation, they were only became mainstream in the early twentieth century. In 1916 the first hamburger chain was created by J. Walter Anderson. At his Witchita, Kansas store he sold hamburgers for five cents wich also came with freis and colas. White castle was a thriving business, but it and other fast food chains did not become really popular until after World War II.
In 1948 on a tennis court in San Berdino, California two brothers by the manes of Richard and Maurice chalked out the design for a new kind of fast food place from their point of view. Ideas that...
1864 words - 7 pages
Processed foods are everywhere; they are fast, convenient and cheap, consequently; they come at a cost to our health. Eating processed foods that contain amounts high fructose corn syrup, sodium-containing additives, trans fats (or trans fatty acids), synthetic dyes, and/or preservatives in our diet regularly is unhealthy and may cause many health problems such as; obesity, organ failure, attention-deficit/hyperactivity disorder (ADHD) and tumors. The majority of people that are eating a large amount of fast food on a regular basis may not be aware of what ingredients are actually in the food they are consuming. People may be completely unaware that there are many unhealthy added...
4445 words - 18 pages
The typical American diet, with its emphasis on fast food and frozen food, is a consumption pattern reflective of, and symptomatic of, our production patterns -- what kind of jobs we find ourselves going to day-in and day-out, and the way these jobs encourage us to see the world we live in. If people are more apt to think of themselves as consumers rather than producers, if gratification is associated with consumption rather than working, doing, and making, we have only to bear in mind that this is a society where work is either unattainable or alienating. (Willis, A Primer For Daily Life, "Learning From the Banana," page 59)
The psychological impacts based on today's workplace lead us...