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The argument about the value of targets is current in the United Kingdom’s search for improved health at the present time, yet we know that the battle for hearts and minds for buy-in and ownership are at least as important as an accountancy driven approach to improved performance, and the presentation and packing need to be more than skin deep. When I was at medical school in the 1960s, we used to retreat from anatomy dissection into the bowels of the basement in search of coffee and sustenance from a distant outreach of the Student Union refectory. All that was on offer was beans on toast and tea or coffee. Protests to the head of catering in the Student Union produced a positive response, soon to be followed by a new menu in a glass case on the wall beside the cafe counter—but all you could still get was beans on toast and tea or coffee.