Once upon a time and not so long ago, almonds were a fatty, to-be-avoided snack.
Today they are a protein-rich superfood. Almond sales in the US have increased 220% since 2005.
When, and how exactly did almonds change?

Of course almonds haven’t changed at all, what has changed is what we believe about them and that changes everything. Those same beliefs drive the value of a red rose on Valentine’s Day and a bottle of water at the airport.

We don’t buy things, we buy the story those things enable us to tell ourselves about who we are and what matters to us.