In this episode, we dig up the wild (but true) story of Borax — yes, Borax — and how a forgotten cleaning brand quietly rewired consumer psychology long before Meta ads, hooks, or CTR dashboards existed. What they did was shockingly simple: they stopped selling "soap vs. better soap," and started selling a system their product could sell itself in… while naming an enemy you couldn't see but desperately wanted to defeat.

This one hits everything marketers secretly crave: • How to pick a real psychological villain (not your competitor) • Why "incomplete solutions" convert better than "new solutions" • The hidden power of systems-based marketing • How this translates directly to watches, wellness, supplements, luxury, and your brand right now

By the end, you'll rethink your product, your positioning, and maybe your entire funnel.

The Orange is a Lie Episode: https://podcasts.apple.com/us/podcast/brain-driven-brands/id1752169629?i=1000702690496

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CoHost: Nate Lagos

Twitter: https://x.com/natelagosLinkedIn: https://www.linkedin.com/in/natelagos/ Tactical and Practical Podcast: https://podcasts.apple.com/us/podcast/tactical-practical/id1752915534

CoHost: Sarah Levinger

Learn more at: https://www.tetherinsights.io/ Twitter: https://x.com/SarahLevingerLinkedin: https://www.linkedin.com/in/sarahlevinger/ Instagram: https://www.instagram.com/sarah.levinger/ Watch me on YouTube: https://www.youtube.com/channel/UCKwfjt_7PU5N_2fTfHemXXg