If we’re told that a product or service is expensive or exclusive, it changes how we experience it.

However, if you told your pet that their favorite plush toy was a genuine, rare, and limited-edition Versace – they wouldn’t give a damn.

Human beings are the only species susceptible to placebos. That’s because placebos are just a story we tell ourselves, and stories are powerful.

The power of a #placebo hinges on how much we believe it, not how much it costs. Unfortunately for many of us, we confuse high cost with high value.

The best placebo is the one that gets us where we need to at the lowest cost.