It’s easier to do than to explain. But I’ll explain anyway.
People come into the world equipped with a lot of subconscious reflexes. For example, a physical reflex most people know about is connected to the patellar tendon, (that’s the tendon just below your knee.)
Here’s how it works: When someone whacks your patellar tendon, your body reacts spontaneously: your lower leg kicks out. It’s called the “knee-jerk reaction.” Whenever that reflex gets triggered, then that reaction will always happen. You can’t stop it. You can’t control it. It’s just how the body is built.
We also have subconscious emotional reflexes. In fact, there are five distinct reflexes that trigger the same emotional response: Loyalty. When we cult your brand, we intentionally trigger all 5 Loyalty reflexes.
Very few companies use all five. In fact, most companies don’t even know they exist. Apple is one of the few companies in the world that ever managed to trigger all 5 reflexes at the same time. It’s no accident that Apple customers are among the most loyal customers in the world.