Physiology, hype, and placebo effects

How do you turn mind games into hundreds of millions of dollars? We ask Tony Robbins, who discovered Neuro-Linguistic Programming, adapted its techniques, and built an empire of infomercials and firewalking, all while spawning a self-optimization craze he’s ambivalent about today. Meanwhile, Alice tests NLP on Zoë’s mom to see if they can use Bandler’s techniques to conquer an unusual fear.

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