Project 40 claims that 50% of your happiness derive from genetics, 10% is based on circumstances and the other 40% controlled by your own mindset.Alan Rubin, Co. founder of Alec Bradley cigars, explained that “Project 40 is the search to find a deeper understanding as to why cigars have a positive cognitive impact on the mind and body. Similar to music, cigars have a calming effect that allows us to feel in control as well as feel rewarded. A proper blend, price, and experience has been developed for your enjoyment. Take control of your happiness.” We all know cigars have the power to relax the body and cheer the soul!