Learn to Trade or Follow Trading Room Calls?
I’ve been at this business of trading for almost 30 years now, and the business has gone through some tremendous changes in that period. The biggest change is, without a doubt, the influence of the internet and the establishment of e-mini trading rooms, e-mini educational programs and a host of other developments related specifically to futures trading.After retiring from institutional trading via an early buyout offer (nearly 8 years past), I began teaching individuals the principles of trading and running a small trading room. I like things simple so I always kept my trading room small and mentored every student on a one on one basis. Assembly line e-mini education just didn’t seem feasible to my way of thinking.Early on in my second career of training individuals who wanted to learn to trade, there were very few trading rooms, maybe fifty or so. That is a simple guess from my point of view, as I never took the time to actually count the number of rooms in existence. Oddly enough, most of those rooms are still in business and succeeding.One nice thing about my job is that I get to chat with a sizeable number of individuals wishing to learn to trade. Back in those days, fresh off Wall Street, I was a gruff old sort and didn’t care to befriend many of my room attendees. My attitude was to intensely train students and hope they could conceptualize the principles I was trying to convey. It’s a tall order for sure.I still get to chat with a number of individuals wanting to enter the trading business on a daily business and I am a bit softer in recent years, able to relate to the problems facing fledgling traders.But I’ve noticed a subtle change in what potential traders search for these days; they want to make money. This is a fine thought, by the way. After all, the end desire all competent traders is to earn a living in this business.But things have changed, especially in the last year or so… a large number of the inquiries I receive are not concerned with learning how to trade, but looking for a trading room where they can make money. Many of the potential traders I chat with are simply disinterested in the lengthy process of actually learning to trade; this process can anywhere from 3-6 months (by the hardest working and naturally talented individuals) to several years. (for individuals who have to work a little harder and trading does not naturally resonate with their thinking) Either way, I’ve had a lot of great students who have succeeded wonderfully and take pride in watching their success.I don’t get many of those types of individuals anymore, and quite often the first question I receive from a potential trader is, “how much money can I make trading in your room?” I have observed this line of thinking accelerating in recent months, and more than half of the individuals I speak with have very little interest in learning to actually trade. No, quite often the new inquiries are centered on following trading room calls and mimicking whatever the trade room barker has set as his trade set-up.While the rate of success of new traders is daunting, this approach to trading is something I find quite disturbing. Without the pre-requisite trading skills how can a new trader evaluate the merit of any trade room call? Instead of becoming traders, these individuals are depriving themselves of the lifelong journey of learning to trade. They make themselves drone-like, and follow whatever commands a trade room caller initiates. Many of these individuals I speak with have joined 7 or 8 trade rooms with varying levels of success, but they always seem to be jumping from room to room looking for that one room that will cause them to hit pay dirt. With very few exceptions, most have lost money. I usually try to explain that learning to trade would a better idea and they could trade independent of a trade room. With very few exceptions, that idea is met with skepticism, as most of these individuals simply don’t have the time or don’t want to spend the time to learn to trade.This is a disheartening trend. We try to use my little trade room a laboratory for new traders to learn how the market moves, how even the best set-up can end in failure and a host of other emotional and technical factors that all contribute to the process of becoming a competent trader.I have looked for an explanation to this problem; perhaps it is the recession and new traders are trying to make money fast; trading is, of course, definitely not a get rich quick scheme. Maybe this trend is just a sign of the times, and trading educators are becoming dinosaurs. Whatever the cause, trading rooms are great places to test and fine tune your trading knowledge; of course, if have very little technical trading knowledge, trading rooms seem to be a disastrous experiment in making money. I hear this story from other trading educators with whom I have befriended over the years so I don’t think I am alone in this observation.There is no way any trading room can say with any certainty how much you can expect to make on a given day. All traders go through periods of time when they are very “in-tune” with the market and other times when they just don’t get it, myself included.In summary, I have tried to discuss a growing trend of trying to follow other traders’ signals to earn a living; and I have stated unequivocally that this approach seems to have a very low success rate. I have stressed the importance of learning trading basics as a foundation for trading success and that shortcuts to earning a decent living in trading are few, as a matter of fact I know of no shortcuts to success in trading… none.
How to Operate Your Small Business for Maximum Efficiency and Profitability
As far as I am concerned, one of the primary reasons the washout rate for small business owners is so high is because too many investors fail to place enough emphasis on getting the maximum return on every dollar and hour that they put into their small business. Instead, they seem to be more concerned about frivolous stuff like the color of their business cards. In any small business endeavor, a lack of focus, coupled with the inability to prioritize tasks, is a recipe for failure. So, too, is the type of complacency that breeds an “if it ain’t broke, don’t fix it” mentality, which usually results in a stagnant business that’s barely able to keep its head above water. That’s why to my way of thinking, the catch-phrase “easier, faster, and cheaper” should be the mantra of every real estate investor in America. I say this because I’ve learned the hard way that for me to consistently achieve the highest possible rate of return on the money and time that I invest in my business, I must continually analyze, refine, and tweak every aspect of my operation, to make it easier, faster, and cheaper to run. Nowadays, I think of my business as a high performance automobile engine, which must be finely turned and calibrated to run at its optimum speed and maximum efficiency. I can tell you from experience that in order to operate a small business at maximum efficiency and profitability, it takes:1. Personal and financial discipline.2. Organizational skills.3. Management know-how.4. Meticulous planning and attention to detail.5. Prioritization of tasks according to their profit potential.6. Maximum use of available technology.7. Accurate record keeping.8. Maximum use of all the tax benefits that are available to small business owners.It Takes Discipline to Operate a Business at Maximum Efficiency and ProfitabilityIt takes a combination of personal and financial discipline to operate a small business at maximum efficiency and profitability. First, you need to have the initiative and self-discipline that’s required to be successfully self-employed. You must work smart, so you don’t waste your valuable time doing grunt-type tasks that can be hired out. In other words, don’t spend your time cleaning up trash around your office when you should be out searching for customers. Second, you need to possess the financial discipline that’s necessary to operate your small business at maximum profitability. The only way that you’re ever going to be able to keep your spending under control is by:1. Adopting a bottom-line mentality that’s totally focused on maximizing the profitability of your business.2. Operating your business on a bare-bones budget by buying all equipment, supplies, and services at the lowest available prices in your area.3. Keeping close track of operating expenses by carefully reviewing all invoices for errors, overcharges, and bogus charges.Prioritize Tasks according to Their Profit PotentialThe number one question that you must continually ask yourself when you’re working in your small business is: Is what I am doing right this minute the most profitable use of my time? A lot of people fail as small business owners simply because they’re never able to prioritize tasks according to their profit potential. They end up never making a profit because they couldn’t distinguish between what’s important and what’s trivial. As a general rule of thumb, I consider any business function that doesn’t contribute directly to my bottom line to be low priority and best left for after business hours. In other words, if the task at hand isn’t part of the process of completing a real estate transaction that will eventually end with me going to the bank; I put it off until later in the day.Avoid Reinventing the Wheel Every Time You Need to Complete a routine TaskWhatever you do, don’t fall into the trap of reinventing the wheel every time you need to complete a routine task. The term, reinventing the wheel, refers to re-creating something from scratch. An example of reinventing the wheel would be retyping standard documents, such as purchase agreements, over and over again, instead of storing them in a Microsoft Word document file where they can be printed out as needed. The point here is to work smart by making your operating as streamlined as humanly possible.Operate Your Small Business on a Bare-Bones BudgetOne surefire way to fail as a small business owner is to run your operation in a slipshod manner with no financial controls in place to keep your operating costs from going through the roof.Do a Cost-Benefit Analysis before You Make a PurchaseI suggest that you do what I always do, before I ever part with any of my hard-earned money, and ask yourself this very poignant question: How exactly is this-(fill-in-the-blank)–going to have a direct impact on the profitability of my business? Unless you can justify to yourself why the purchase under consideration will immediately contribute to your bottom line, you should hold onto your money. This type of decision-making process is referred to in business schools as “cost-benefit analysis,” which means that if the cost outweighs the benefit that’ll be gained from purchasing an item, it shouldn’t be bought. Keep this in mind the next time that you get the urge to splurge.What You Should Have When You Set Up Shop as a Small Business OwnerI am willing to concede that an owner could possibly run their small business without any of the basic amenities of a modern high-tech office at their disposal. However, it would be a very inefficient operation, and I am willing to bet that most small business owners, in this type of work environment, would end up spending much of their time performing tedious tasks such as retyping the same documents over and over again. I don’t know about you, but I’ve never met anyone who has typed their way to a fortune as a small business owner. As far as I am concerned, every neophyte small business owner, who’s really serious about consistently making money in their small business, should have the following six items when they set up shop:1. Telephone service and a prepaid telephone calling card to make calls on the road from pay phones.2. Personal computer with Microsoft Windows operating system.3. Microsoft Word software.4. Internet connection.5. Black-and-while laser or inkjet printer.6. Financial calculator.It’s Hard to Succeed in a Digital World Using Horse-and-Buggy TechnologyComputer technology is here to stay, and, if you want to make it as a successful small business owner in today’s digital world, you had better embrace the latest technology and learn how to use it to your advantage. So if you happen to be computer illiterate, the very best advice that I can give you is to buy an inexpensive personal computer (PC) and then jump in with both feet and learn how to use it. If someone with a nontechnical background like me can use a computer, anyone can.What It Takes to Run a Small Business at Maximum EfficiencyAccording to the Small Business Administration (SBA), 80 percent of all new small businesses fail within five years of opening their doors. More often than not, the cause of failure can be directly attributed to an appalling lack of organization and planning on the part of business owners. I hate to come across as some sort of killjoy, but you just can’t throw a business together without any organization and planning and expect it to be an efficient operation. It takes meticulous planning and attention to detail to set up a small business so that it operates at maximum efficiency. The only way that you’re ever going to have a smooth running business is by doing the little things right, such as:1. Maintaining a master to-do checklist to run your business.2. Computerizing all business documents and records.3. Setting up your business so you avoid re-creating anything from scratch.4. Organizing your office so that everything you need is available at your fingertips.Use a Master To-Do Checklist to Run Your BusinessTo keep your business operating at maximum efficiency, I recommend that you do what I’ve done for the past 20 plus years, and maintain a master to-do checklist. I keep my checklist on my computer in a Microsoft Word file. It serves as a combination checklist and appointment calendar. For example, each entry that I make on my checklist, lists the task or appointment along with the completion or meeting date. This way, nothing slips through the crack and tasks are completed on time and appointments are kept.Deduct Your Home Office as a Business ExpenseIn order for a home office to qualify as a business deduction for federal tax purposes, it must be used regularly and exclusively for business purposes. For example, if you’re a part-time real estate investor and a full-time school teacher, who has a home office that you claim as a real estate investment business expense, but you use your office for both your real estate investment business and for grading student papers, your home office deduction would be disallowed if you were ever audited by the Internal Revenue Service (IRS). The IRS would do this because your home office isn’t being used exclusively for business purposes. The best way to make certain that your home office will pass muster with the IRS is to regularly use the space you’re claiming as your home office exclusively as your principal place of business. I comply with the IRS home office use rules by having a home office that’s located in a separate building behind my home-approximately 40 steps one way-and used exclusively for business purposes. My compact home office measures a measly 10 feet long by 10 feet wide and is a scant 100 square feet in size, but it serves its purpose quite well. I like this arrangement, as it allows me to separate my business from my personal life. For more information on how to deduct your home office as a business expense, read IRS Publication 587, Business Use of Your Home, which is available online at the IRS Publications and Forms Web site.Accurate Record Keeping Is an Integral Part of Running an Efficient BusinessMaintaining accurate records is an integral part of running any type of successful business. Yet, it’s probably the most overlooked aspect of the real estate investment business. For many small business owners record keeping is last minute ritual that’s performed annually around 8 P.M. on the fourteenth of April, and forgotten about the other 364 days of the year. Needless to say, this is definitely not the smart way to run a business. Here’s a listing of the five types of records that real estate investors must maintain in order to have a smooth and efficiently running business:1. Income records: Income records include monthly income and expense statements, bank statements, and accounting records documenting all of the income generated by your real estate investment business.2. Expense records: Expense records include paid invoices, bank statements, cancelled checks, and accounting records documenting all of the expenses associated with operating your business.3. Property records: Property records include mortgages, deeds of trust, promissory notes, grant and warranty deeds, surveys, purchase agreements, property appraisal reports, closing documents, easements, blueprints, certificates of occupancy, construction warranties, building material warranties, equipment warranties, building inspection reports, termite and pest inspection reports, and utility services account information.4. Insurance records: Insurance records include property and casualty insurance policies, title insurance policies, workers’ compensation insurance policies, flood insurance policies, liability insurance policies, umbrella insurance policies, automobile and truck insurance policies, pest control insurance policies, and equipment insurance policies.5. Tax records: Tax records consist of property tax assessment notices, property tax payments, federal tax returns, federal withholding-tax payments, state tax payments, and county and city occupational license fee payments.Store Original Copies of Records and Documents in a Safe Deposit BoxI recommend that you photocopy or scan all of your important property related records and documents onto a CD-ROM and store all of the original copies in a safe deposit box. This way, you’ll have all of your original records and documents in a safe, secure, off-site location where they can be easily located in case of an emergency.Use Generally Accepted Accounting Practices to Maintain Financial RecordsOver the past couple of years, there have been a slew of court cases involving fraudulent accounting practices in which CEOs and other corporate higher-ups “cooked the books” to prop up the value of their company’s stock. Unless a stay at a “Club Fed” facility appeals to you, it’s best that you stick with generally accepted accounting practices instead of using creative accounting methods, which are based on fuzzy mathematics. In basic accounting jargon, the term generally accepted accounting practices (GAAP) refers to accounting principles and practices that are standard in a certain industry. The best way that I know to keep bookkeeping straight is to use an off-the-shelf computer software accounting program such as QuickBooks financial software. This way, all you have to do is enter your financial data and the software does the accounting functions and balances the books and makes it easy for you to:1. Identify the source of receipts.2. Keep track of tax-deductible expenses.3. Document expenses claimed on tax returns.4. Prepare tax returns.Deduct All Business-Related Travel ExpensesMake certain that you deduct the cost of all travel expenses related to running your real estate investment business. The Internal Revenue Service requires that taxpayers maintain automobile mileage logs to document business-related mileage that’s claimed on federal tax returns as a business expense. The standard mileage rate that can be deducted from federal taxes for the cost of operating a vehicle on business-related travel changes each tax year.Depreciate All of the Equipment Used in Your Small BusinessIn order for your small business to earn a maximum profit, you must take full advantage of all of the depreciation allowed under the Internal Revenue Code. To do this, make certain that you claim the maximum depreciation allowed on all of the equipment used in your business to include:1. Office furniture and equipment such as computers, printers, and facsimile machines.2. Software programs for accounting and word processing.3. Cellular telephones, telephones, and telephone answering machines.How to Prepare Your Tax ReturnsFor years, I’ve advised small business owners to hire a tax professional, such as a certified public accountant, board-certified tax attorney, or an enrolled agent, who is licensed to represent taxpayers before all administrative levels of the Internal Revenue Service to prepare their tax returns. I made this recommendation because of the very real possibility that an unreported glitch in an off-the-shelf tax preparation software program could cause an investor’s tax return to be audited. And then the investor would be on their own, as no one from the tax preparation software company is going to represent them in front of the Internal Revenue Service during an audit. However, I’ve had a change of heart after using the Turbo Tax Business tax preparation software program, which is made by Intuit, Inc., to prepare my federal tax returns. I’ve found Turbo Tax Business to be relatively easy to use and a fast, safe, and economical way for me to prepare my tax returns in the privacy and comfort of my home office. And it’s the same tax preparation program that the enrolled agent, who previously prepared my tax returns, uses. I very seriously doubt that the chance of my taxes being audited has been significantly increased by preparing my own returns. But if you’re not comfortable preparing your own tax returns, I recommend that you hire a licensed tax professional to do it for you. For more information of the Turbo Tax Business tax preparation software program, log onto the Turbo Tax Web site.Use the U.S. Master Tax Guide as a GuideI highly recommend that you use the U.S. Master Tax Guide as your tax reference guide. It’s published annually by CCH Tax and Accounting and is available for purchase online at the CCH Tax and Accounting Web site.
When Brands Hack Your Brain and Work As Placebos
In the previous article we discussed how placebos are excellent problem solving tools. They are ideas that are planted in our minds. When these ideas stick, they trigger beliefs. And beliefs trigger change. In a sense they hack our brains.As instruments of change, placebos have an important role to play in medicine, marketing, product development, religion etc.It doesn’t really matter what the facts are but belief in the potency of a weird tasting energy drink, military flags and uniforms, homeopathy, a swoosh sign or some female beauty exotic potion have led to creation of large companies, institutions and brands. These ideas or brands are long-lasting since they trigger a significant positive change in their consumers or followers.Placebos, in the field of medicine, have helped alleviate chronic pain, depression, rheumatoid arthritis, high blood pressure, angina, asthma, ulcers,Parkinson’s disease and even cancer.Placebos in medical terms are ‘pharmacologically inert medications’.Medically speaking, placebos can be a pill or an injection.In a non-medical world the placebos could also be ideas or brands, a good-luck charm, a ritual, a perfume that we wear on a first date.In this article we explore the thesis that powerful brands are not any abstract, obtuse constructs. Good brands are effective placebos. Brands work because placebos do. In this article we explore instances of how brands work as placebos. We also give a preview to how the brands harness the phenomenon of placebo effect to trigger a set of beliefs in their consumers.The ‘Real Thing’ is not so real after allFor those who swear by their brand of cola (it’s unique taste, flavour etc.) it is pertinent to ask whether ‘the taste’ is really such a big deal. Do you actually ‘taste the thunder’ or ‘taste the feeling’? Or is it all in the mind, a placebo. The effect of a brand as a placebo was proven when Baba Shiv and team proved that a cola tastes very differently when the respondent knows that it is the ‘real thing’ (a Coke) versus the same cola being labeled as a generic brand. Subsequent researches by other researchers showed that if the image of Coke was shown the perceived impact of the taste was higher.Are you having a ‘branded headache’?Another study done on women respondents in the UK, regularly suffering from headaches by Daniel E. Moerman highlighted the impact of branding on efficacy of analgesic pills.Women respondents were given four options- a branded analgesic (of a widely advertised and known brand), generic analgesic, branded placebo, generic placebo. The branded analgesic was perceived to be more effective than the generic analgesic, similarly the branded placebo was more effective than generic placebo. The branding of the pill enhanced the perceived effectiveness of both the active and the inert drug. Thankfully, the active drug was perceived as more effective than the placebo inert drug. Thank God, for small mercies.Is the money spent on expensive branded shoes worth it?Similarly a study by Frank Germann answered the question whether you will golf better with a branded putter? In other words it poses a question that all of us want an answer to – whether all the money that we have spent in buying expensive shoes or sport gear is worth it. And the answer is ‘Mostly Yes’.In the Germann study the participants were tasked to complete putts on a putting green using an identical quality of putter. Half of the golfers were told that they were using a Nike putter, and the other half were not told the brand name of the putter. On an average participants who thought they were using the Nike golf putter needed fewer putts to sink the golf ball.In a similar type of experiment conducted in a very different arena (of a scholarly maths test as opposed to a sporty golf game) the results were very similar. The participants of the study were given the same quality of foam ear plugs during a maths test to improve concentration. One half was told that it was a 3M ear plug and another half didn’t know the brand. Akin to the golf experiment, the group wearing 3M ear plugs got more questions right.Germann’s results indicate that strong performance brands can cause an effect akin to a placebo effect. The use of an iconic performance brand which performs a related task, boosts the confidence level of participants by providing greater self-esteem and lowering the performance anxiety of the participants. This leads to better performance outcomes.Another interesting observation was that the impact of the performance brand as a placebo was strongest in novices. The efficacy of the placebo effect was inversely proportional to the skill level of participant. In other words, expert golfers or brilliant math students received little or no performance boost through usage of the performance brands. This explains the ‘Mostly Yes’ part of the answer. So unless you are a good mathematician or a brilliant golfer, the money spent on the performance brand was worth it, at least in part.While we are on this topic, an interesting trivia is that when Nike signed up Michael Jordan in the 80s, and named a shoe after him, they expected sales of 3 million US dollars in a year. They eventually ended up selling 100 million plus worth of “Air Jordans”.Does a ‘Beauty Patch’ work?Dove conducted an actual ‘placebo test’ called the beauty patch experiment wherein they claimed that the participants who took part in the experiment would enhance the perception of their own beauty after the use of the ‘beauty patch’. Participants reported a significant increase in their perception of their own beauty and was surprised to discover that the patch was a placebo. Dove was truthful in a sense that they told their participants that this patch would change ‘perceptions of beauty,’. The patch managed to change perceptions fairly effectively, as echoed by the participants themselves.So there is overwhelming evidence that brands work like placebos by improving performance or changing perceptions. Brands as placebos give us a confidence boost, reduce our anxiety in doing tasks and help us perform better.The role of brands as placebos in the urban jungle, rat raceWhile we are at it, let us discuss the need for brands as placebos in our fairly stressful life in a fast paced urban environment. Living in a dense city and a hyper-competitive environment is quite unnatural and very stressful for a human being (who until a couple of centuries ago was living in villages). As a result, we require a fair dose of self-esteem building,confidence-inducing placebos to help us navigate the urban jungle & the debilitating rat races. Brands thus play a crucial role, and act as placebos boosting our confidence, improving our performance, changing our perceptions and altering our beliefs.Jonathan Haidt talks about self-placebbing, wherein we spend a considerable amount of time administering a placebo to ourselves. These placebos work as signaling mechanisms to ourselves and our peers. Many products that we use have a utility and an ulterior placebo function. At a utility level, a Ferrari is car which does the job of transporting you from A to B. In dense & congested cities, in terms of utility it is a rather average means of transport, where a two wheeler is generally faster. But at an ulterior placebo level, Ferrari serves as an excellent aphrodisiac, a huge confidence booster or a very effective signal to humiliate a business rival.So even though a Ferrari goes at twenty kilometers an hour in a bumper to bumper Mumbai traffic, as a confidence or self esteem boosting placebo, it rather outclasses a Honda Civic.Is 10x priced wine, 10x more tasty?Likewise, there are a lot of luxury brands that have a basic utility function, but deliver extremely well on the ulterior placebo function. Expensive suits, thousand dollar cigars, gadgets, obscenely priced single malts etc. are all products that deliver strong placebo effects to the rich & famous men. An expensive wine is not ten times more enjoyable than a good affordable one, but it does administer a huge confidence-inducing social status placebo.The female beauty industry is not just about beautySo while men splurge on their placebo toys, the women have perfected the usage & rituals of self-placebbing into a fine art form. They have patronized a huge industry that delivers powerful doses of placebos to womankind- the female beauty industry, which is bigger in size than the education industry. A lot is made of utility function of the industry i.e. of enhancing the beauty or ‘the sex-appeal’ of women. The fact of the matter is it takes very little to attract the attention of the opposite sex. You need basic grooming and a sexy outfit to attract attention of the opposite sex. It does not take a long and tiresome regimen of two hours to appeal to the opposite sex. The two hours of beauty regime is actually a process of administering a confidence placebo to oneself.In India, marriages are great occasions to observe these self-placebbing rituals. In North India, one usually finds that marriage procession are generally delayed. One of the primary reasons for this is that the women on the groom’s side take ostensibly long to get decked up. And amongst the women folk the grannies, usually take the longest time and have to be literally begged to finish their beauty regimen. On occasions they need to be dragged out of beauty parlours so that the marriage procession can depart. One would imagine that the grannies would not be very keen in attracting the attention of grandpas that would show up at the event. But they have an acute need to give themselves a big confidence placebo. One of the grannies I know went for an expensive set of teeth transplant just so she could smile confidently in marriage pictures.Placebos need to be slightly absurd to work and need to follow a certain set of rules to be perceived as effective. We discuss these rules in the forthcoming article. Suffice it is to say the cosmetics work well as a placebo because they follow some of the basic rules of an effective placebo.The cosmetics are insanely overpriced (and therefore assumed more effective) and very time consuming to administer(a lot of extra effort heightens the placebo effect).In mature markets, the ulterior placebo attribute is critical to differentiateFirms spend a lot of time innovating and crafting a differentiated product proposition focusing on the features and utility function of their products. However in mature markets where products and services are more or less similar, tapping into a belief system, and positioning the brand based on its ulterior placebo attribute may be a more potent way for the brand to gain traction. In fact to take this argument a bit further, building in product or packaging attributes or usage rituals into the product or service may heighten the placebo effect and therefore the perceived value.Having said that, not every placebo works with everyone, and the efficacy of a placebo also differs based on various factors, which we shall cover in subsequent articles. For a brand to take a shot at being an effective placebo, the brand has to tell a story which latches onto the belief system of a subset of population. This subset must believe your story to be authentic for them to buy into the story of your brand. They must connect with the story at a deep, meaningful level and ‘perceive’ it to be true. This encourages trial for the brand. Recently, there has been a huge outrage in India concerning Hindustan Unilever’s brand Fair & Lovely, so much so that the brand has to re-name & position itself as Glow & Lovely. But there was a time, when a big subset of population brought into the insecurity linked with dark skin colour, and the brand delivered a steady dose of fairness linked confidence placebo to millions of women.Obviously it goes without saying that a premium brand has to deliver well on the utility function, maybe marginally better than a lower priced variant. So an expensive bag has to be well stitched, well crafted. But for the brand to be truly perceived as premium it has to deliver a strong placebo effect. The brand has craft a unique story and possibly include some attributes that heighten the placebo effect. And thereafter, the brand has to deliver on the brand experience being consistent to the story told.If the story connects to the core customer’s beliefs then the brand has a decent shot of delivering a strong placebo effect. These core customers then become your brand’s early adopters and evangelists. They narrate the brand story as their own, and convert other consumers. They help grow a small market into a large one.So for example if you believe, as a consumer, that your brand of sneakers XYZ is cooler than competition ABC, and wearing XYZ makes you feel cooler, then for all purposes you perceive yourself to be cooler than your friends wearing ABC. And with the brand’s placebo effect at play, you get a significant boost to your confidence and self esteem. This emboldens you to give your cool avatar a shot, and helps you overcome any insecurities that you may have had. This acts like a self fulfilling prophesy, and one confident step leads to another. And lo & behold, you are the new cool person in town! Now that you have clearly brought into the story of XYZ it is time for you to validate the story you are telling yourself. One good way of doing that is to persuade your friends wearing ABC to switch to XYZ.Communication strategy vital to accentuating the placebo effectBesides the brand story, the communication or persuasion strategy also plays a key role in accentuating the placebo effect of brands. Cacioppo and Schumann conducted a study wherein they manipulated participants’ interest in an ad for the “Edge razor”. They informed the participants that the participants could select from brands of razors (high relevance to the ad) or brands of toothpaste (little relevance to the ad) as compensation for participating in the study. Subsequently they subjected the participants to a strong arguments ad (Edge blade gave twice as many close shaves than nearest competitor) or weak arguments ad ( Edge blade gave no more nicks or cuts than competition).Both these arguments were presented by a celebrity endorser or an ordinary citizen.The study found more persuasion for strong than weak arguments when the razor advertisement was higher in personal relevance (razors as compensation) versus when lower in relevance (toothpaste as compensation). Besides there was a larger impact of the celebrity endorser when the ad was low as opposed to high in personal relevance.To conclude, good brands work more effectively because of the placebo effect. Like all placebos, good brands are ideas that are planted in our minds. When these brand ideas stick, they trigger beliefs. Belief is a powerful drug. It is a drug that works best at the deepest levels of the human mind, affecting it both consciously and subconsciously. So it is not possible to fully understand how a placebo or a good brand works at a subconscious level.Good brands are well positioned and packaged placebos. And like all good placebos they serve a real need, and solve a real problem. They are excellent problem solving tools. And like all placebos, they do so without incurring any significant side-effects. After all, when compared to more violent options, Ferrari is a relatively harmless way to humiliate a business rival.