http://sethgodin.typepad.com/seths_blog/2014/05/the-benefit-of-the-doubt.html
I know Godin is really pounding the concept of "placebo" in marketing. Meaning, if your customer believes, you're a long way there. I have problems with this, obviously, since placebo has been the bugaboo for acupuncture research forever. But I post it here, because, well, one needs to keep an open mind.
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