The Surprising Power of Ideas That Don't Make Sense

We think we’re rational beings while we’re in fact ruled by unconscious desires. In many crucial areas of our lives, reason plays a vanishingly small part. Instead, we are driven by unconscious desires, which is why placebos are so powerful. The beautiful, the extravagant, and the absurd – from lavish wedding invitations to tiny bottles of the latest fragrance – attract us, but for different reasons. So if you want to influence people’s choices you have to bypass reason.