Why Woo Woo Works

People do decide to do things emotionally and then we justify it rationally. The emotional thing is the thing which compels somebody to do something. And so in a sense, helping someone buy anything is about kind of playing with both of those things. So I think for people who might struggle with that, oh, this is a bit of manipulation or actually you're just selling hot air. There's an element of this is actually that hot air actually powers a really powerful steam engine. Yeah.