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(e.g., A restaurant can succeed by being incredibly cheap, or incredibly expensive).
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We tend to think of placebos as fake medicine. Sutherland argues that placebos are highly effective psychological tools. A television commercial for a cold medicine doesn't just sell the product; it creates a psychological expectation of recovery, which physically accelerates healing. The branding and presentation are part of the active ingredient. 5. Why You Should Apply These Insights Today alchemy rory sutherland pdf
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