One day in the early 1900s, a prominent American executive named Claude C. Hopkins was approached by an old friend with a new business idea. The friend had discovered an amazing product, he explained, that he was convinced would be a hit. It was a toothpaste, a minty, frothy concoction he called “Pepsodent.”
True story: I wasn’t sure if I was going to include the story of Claude Hopkins in this book, but whenever I tried to describe what I was working on to other people, I kept mentioning tooth brushing as an example of habits that have successfully proliferated. And then, when I heard other people describing the book, they kept mentioning tooth brushing, too. And after a while, it finally got through my head: I should probably include the tooth brushing story that I found in the book itself.
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