“The reason the alchemists gave up in the Middle Ages was because they were looking at the problem the wrong way – they had set themselves the impossible task of trying to turn lead into gold, **but had got it into their heads that the value of something lies solely in what it is**. This was a false assumption, because you don’t need to tinker with atomic structure to make lead as valuable as gold – **all you need to do is to tinker with human psychology so that it feels as valuable as gold**. At which point, who cares that it isn’t actually gold?” --- **Tags** -- [[quotes]], [[psycho-logic]] , [[emotions]] , [[marketing]] , [[influence]] , [[advertising]] **Source** -- [[202407221554 - B - Alchemy]]