When a dental student named Rich Bailey met an entrepreneur in the making, Jonah White, in the fall of 1993, history was made and they changed the way the world forever puts on their smile. The location was a college football game at Jonah's alma mater, Missouri State University in Springfield, Missouri.

This story and many more are outlined further in Jonah's book,
The Billy Bob Secret To: Life.Jonah White recalls, "I was trying to watch the game with 15,000 other spectators and here comes this hillbilly across the stands with these bucked-out teeth talking and flirting with the crowd and cheerleaders. He was so confident insisting that he was better looking than Mel Gibson and not being shy, asking for multiple girls' phone numbers in the same sentence. Only out of complete luck did I meet Rich after the game and get let in on his secret of the 'Billy Bob Teeth.'"