Placebo Effect: A Key Thing To Tell A Story

“The key thing to remember is to tell a story that resonates strongly with some, instead of trying to tell a story that pleases everyone. No story works with everyone, not even Apple’s. But the people who dig your story have the power to spread it, now quicker and easier than ever.And you’re likely to validate the story you’re telling yourself by trying to get your friends to switch away from those whack Vans, too. These stories are how your placebo effect spreads and becomes real to more and more people.”

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He tested a popular medical treatment of his time, called "Perkins tractors", and showed that the remedy was ineffectual by demonstrating that the results from a dummy remedy were just as useful as from the alleged "active" remedy. This showed "to a degree which has never been suspected, what powerful influence upon diseases is produced by mere imagination".
Émile Coué, a French pharmacist, working as an apothecary at Troyes between 1882 and 1910, also discovered the potency of the "Placebo Effect". He became known for reassuring his clients by praising each remedy's efficiency and leaving a small positive notice with each given medication. His book Self-Mastery Through Conscious Autosuggestion was published in England (1920) and in the United States (1922).
Placebos remained widespread in medicine until the 20th century, and they were sometimes endorsed as necessary deceptions. In 1903, Richard Cabot said that he was brought up to use placebos, but he ultimately concluded by saying that "I have not yet found any case in which a lie does not do more harm than