1. Identify the Problem Action: Convene the CDR to address under use of cessation products and services and develop innovative solutions 1

2. Examine the Problem Action: Conduct CDR#1 to investigate cessation treatments, delivery systems, what smokers want, marketing, and policy 2

3. Identify Solutions and Breakthroughs Action: Hold CDR#2 to identify breakthrough opportunities and discuss quitting as a journey, meta- consumers, and the design process 3

4. Develop Recommendations: Rules for the Road Action: Conduct CDR#3 to develop recommendations for product design, delivery, promotion, research, surveillance, and policy links. 4

5. Disseminate Breakthrough Ideas Action: Convene a national conference to introduce consumer demand concepts to the field 5

6. Test Innovative Strategies Action: Test strategies through the AED/IDEO design grant, examining NRT in the pharmacy setting in Los Angeles County for starters 6

7. Promote Promising Innovations Action: Convene future meetings of innovators, disseminate papers and presentations, create a consumer demand task force 7

8. Embed What Works Action: Create the rapid adoption of working strategies through partnership mechanisms such as NTCC, YTCC, NAQC, SCLC, etc. 8

9. Achieve Breakthrough Impact Action: Achieve higher use of cessation products and services, resulting in a higher quit rate and fewer smokers 9