10 years ago, Duke Professor Dan Arieli published a paper that demonstrated two things, the first something we already knew, which is that placebo's can work as a pain reliever, that you can take a sugar pill, a pill that does nothing in a double-blind study, and your pain will go away.

But the second thing he demonstrated is that expensive placebo's work better than cheap ones.

Hey, it's Seth, and this is a Kimbo. We'll be back in a second to talk about humanity and cheap placebo's,

but first, here's a message from our sponsor.

Hey, it's Seth, let's talk about categories for a second.

There's the category of business where you raise millions of dollars, get on the cover of a magazine and sell out for a billion.

And then there's the freelancer who waits for the next gig.

But in between the two is the Bootstrapper.

The Bootstrapper has freedom. The bootstrapper works for her customers.

The bootstrapper gets to determine what's going to happen next. It's about building something

bigger than yourself without raising money

from strangers. And I'm thrilled that the Bootstrapper's workshop is back. It's back because

it works. Find the others. Connect with the others and learn the techniques necessary to build a bootstrapped business.

I can talk about it all day. This is close to my heart. It's what I've been able to do with my career.

But please check out the Bootstrappers Workshop.com for all the details.

I hope to see you there. Thanks.

For those of you who don't know about my obsession with placebo's,

placebo's are really important.

Here's the thing, plants do not respond to placebo's. They can't tell if you're feeding them bottled water or tap water.

And dogs? Dogs can't tell the difference between expensive dog food and cheap dog food if they're made out of the same ingredients.

Human beings are special. Human beings are special in one giant way, which is that we tell ourselves stories and those stories change

our physiology they actually change the way we interact with ourselves and with the

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