How Politicians and CEOs Brainwash You Into Craving Their Trash

Selling a product is just the start—mastering its narrative and sensation can make it a habit that defines lives and fills pockets. By pinpointing a need, weaving an irresistible story, and embedding usage into routines, businesses can lock in loyalty and profits.

Pexels / Kseniya Budko

Here’s how it works, with three tales from rags to riches and tech to tradition.

First, craft a narrative that hooks. Find a gap—convenience, identity, or survival—and pitch your product as the fix, drenched in emotion like hope or urgency. Pair it with a sensation—sleek visuals, gritty hustle, or cultural pride—and blast it everywhere until it’s unshakable. Then, tie usage to daily rituals—listening, grooming, eating—making it seamless and rewarding. Finally, amplify with influencers and scarcity; tastemakers and limited drops create a frenzy that cements the habit.

Apple’s AirPods nailed this. Launched in 2016, they weren’t just earbuds—they were freedom. The narrative—“cut the cords, live the future”—danced across minimalist ads with white buds glowing, a sensation of effortless cool. Usage synced with iPhone routines—pop them in, hit play—turning commutes into a reflex. Celebrities like Billie Eilish fueled the hype, and scarce stock at launch drove obsession. Now, AirPods are a $30 billion habit, a status staple born from a sleek story.

Madam C.J. Walker, born Sarah Breedlove in 1867 to ex-slaves, turned haircare into an empire from nothing. A widowed laundress battling hair loss, she concocted a scalp treatment with $1.25, rebranding as Madam C.J. in 1905. Her narrative—“Black women deserve beauty and power”—sold her “Wonderful Hair Grower” door-to-door, a sensation of empowerment in a racist era. She tied it to grooming habits, trained agents as influencers, and built a $1 million legacy (over $16 million today) from grit and a gap no one else saw.

In India, Amul’s butter spread a revolution. Born in 1946 from Gujarat’s exploited dairy farmers, Verghese Kurien flipped the script with a co-op model. The narrative—“taste of India, by India”—hit with cheeky ads (the Amul girl) and a sensation of homegrown pride. Butter became a breakfast habit, slathered on parathas, thanks to affordable packs and rural roots. By 2023, Amul’s $8 billion empire thrived, a rags-to-riches tale of farmers outsmarting middlemen, making “utterly butterly” a national ritual.

These stories—tech titan, self-made trailblazer, and desi disruptor—show the playbook: ignite a narrative that resonates, make usage instinctive, and fan the flames with buzz. Apple’s cool, Walker’s grit, and Amul’s charm turned products into habits, proving a well-spun story can shift behavior and build fortunes. Your product can too—start with why, sell the vibe, and watch it stick.

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