How powerful is a placebo?

It turns out that by simply re-framing what exercise is, it will help someone lose weight.

Things like the smell of a new car signals luxury, the $42,000 price tag on a pair of skis helps people ski faster, the horseshoe hanging on a wall helps make the steak taste better…

Placebos remind us what we think is authentic.

Ultimately, they are stories we tell ourselves about people, products and services—even to the point that it can change the way our brains and bodies respond.