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THE ORGANIC FOODS MYTH A few decades ago, a woman tried to sue a butter company that had printed the word 'LITE' on its product's packaging. She claimed to have gained so much weight from eating the butter, even though it was labeled as being 'LITE'. In court, the lawyer representing the butter company simply held up the container of butter and said to the judge, "My client did not lie. The container is indeed 'light in weight'. The woman lost the case. In a marketing class in college, we were assigned this case study to show us that 'puffery' is legal. This means that you can deceptively use words with double meanings to sell a product, even though they could mislead customers into thinking your words mean something different. I am using this example to touch upon the myth of organic foods. If I was a lawyer representing a company that had labeled its oranges as being organic, and a man was suing my client because he found out that the oranges were being sprayed with toxins, my defense opening statement would be very simple: "If it's not plastic or metallic, it's organic." Most products labeled as being organic are not really organic. This is the truth. You pay premium prices for products you think are grown without chemicals, but most products are. If an apple is labeled as being organic, it could mean two things. Either the apple tree itself is free from chemicals, or just the soil. One or the other, but rarely both. The truth is, the word 'organic' can mean many things, and taking a farmer to court would be difficult if you found out his fruits were indeed sprayed with pesticides. After all, all organisms on earth are scientifically labeled as being organic, unless they are made of plastic or metal. The word 'organic' comes from the word 'organism', meaning something that is, or once was, living and breathing air, water and sunlight. So, the next time you stroll through your local supermarket and see brown pears that are labeled as being organic, know that they could have been third-rate fare sourced from the last day of a weekend market, and have been re-labeled to be sold to a gullible crowd for a premium price. I have a friend who thinks that organic foods have to look beat up and deformed because the use of chemicals is what makes them look perfect and flawless. This is not true. Chemical-free foods can look perfect if grown in your backyard. If you go to jungles or forests untouched by man, you will see fruit and vegetables that look like they sprouted from trees from Heaven. So be cautious the next time you buy anything labeled as 'organic'. Unless you personally know the farmer or the company selling the products, don't trust what you read. You, me, and everything on land and sea are organic. Suzy Kassem, Truth Is Crying

To my thinking the greatest advance in recorded medical history is the thirty-minute walk before breakfast. Premiums for life insurance are usually paid for the benefit of someone else. If you want any life insurance for yourself you had better pay the daily premium of a thirty-minute walk.

The easiest way to describe how to harness the galvanizing power of why is with a tool I call the belief statement. For example, most of Apple’s product launches in recent years feature slick videos with commentary from Apple designers, engineers, and executives. These videos, while camouflaged as beautiful product showcases, are actually packed with statements not about what the products do but about the design thinking behind them: in essence, the tightly held beliefs with which Apple’s design team operates. We believe our users should be at the center of everything we do. We believe that a piece of technology should be as beautiful as it is functional. We believe that making devices thinner and lighter but more powerful requires innovative problem solving. Belief statements like these are so compelling for two reasons. First, the right corporate or organizational beliefs have the ability to resonate with our personal belief systems and feelings, and move us to action. In fact, the 2018 Edelman Earned Brand study revealed that nearly two out of three people are now belief-driven buyers.4 And as we saw in our discussion of buyers’ emotional motivators in chapter 3, this works even if the beliefs stated are aspirational. For example, if my vision for my future self is someone who weighs a few pounds less and is in better physical shape, a well-timed ad from a health club or fancy kitchen blender evangelizing the benefits of a healthy lifestyle may be enough to rapidly convert me. In the case of Apple, the same phenomenon results in mobs of smitten consumers arriving at stores in droves, braving long lines and paying premium prices, as if to say, “Yes! I do believe I should be at the center of everything you do! Technology should be beautiful! Thinner? Lighter? More powerful? Of course! We share the same vision! We’re both cool!” (Although these actual words are rarely spoken aloud.) The second reason belief statements are so compelling is because they help us manifest the conviction and emotion critical to delivering our message in an authentic way.

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James Aston was conceived in the early nineties with the idea of bringing premium leather accessories to the Indian market. With a commitment to uncompromising quality and meticulous craftmanship, we use the finest vegetable tanned leather and only produce in limited quantities to honour the artisan & their art. Over the years we have evolved to create a range of products that are both functional and fashionable. Our leather accessories will add value to your lifestyle and confidence to your personality.

Ikonik Motors Limited is Walsall's premier supercar dealer with a choice of hand-picked pre-owned classic, luxury and super cars. Ikonik are committed to providing unparalleled quality and service for the UK's elite car buyers. Every vehicle reflects our dedication to excellence and our passion for top-tier automotive craftsmanship. Ikonik don't just sell cars; they offer a gateway to a lifestyle of luxury, prestige and a world of premium driving experiences.

For some, this idea was a shade too close to the lifestyles our Nordic cousins. Hygge and lagom, the Danish and Swedish movements of living well. But while these movements laid the groundwork for a similar trend to emerge in Scotland, coorie has some obvious differences. Where hygge is concerned with the pursuit of happiness through candles, coffee and togetherness, coorie seeks to make the most of what comes from Scotland to feel satisfied. Lagom is the art of balancing frugality and fairness to create a balanced existence. Coorie takes into account being kind to the earth and our wallets, but can also extend to premium experiences once in a while. Crucially, neither of these Scandinavian lifestyle approaches took their starting point from what is dug out of the earth. Coorie is more than simply being cosy. Sure, it is linked, but more importantly it focuses on working out how to be in tune with our surroundings to evoke that feeling.

Owned and made in New Zealand, Phoenix Pet Food is the perfect alternative to traditional brands. We don't just feed your pets - we help them flourish. We know that you love your pups and want to see them thrive. That's why we've developed a line of premium protein-based dog food with a variety of flavors and nutrients to suit any lifestyle or condition. Great for picky eaters and dogs with sensitive stomachs, we have a product that your pup is guaranteed to love.

As a coffee purist, your taste for perfection replicates the excellence of your lifestyle. Include with every cup of Joe, less the acidity, and bitterness, you deserve only the finest premium quality selection of coffee, from grounds to your cup. Make every day a magical encounter with the perfect machines sans maintenance! With the ease of use, we have the best top-rated products to complement your counter-tops and transform into a high-end coffee shop and you, the magnificent barista!

Other Furniture® is a lifestyle design company specializing in custom made furniture and interior manufacturing based in Singapore and Italy. Founded in 2016 by Czech architect and designer Lukas Drasnar, the initial concept of the brand was to bring design innovation into traditional wood handcrafted furniture. Since then, Other Furniture® developed its own sophisticated style, enhancing furniture designs with unique concepts; premium materials; handmade craftsmanship; and quality/price balance.

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A healthy lifestyle is the best insurance policy—one with no premiums, only discipline.