In the humid summer of , a physician named Isaac Jennings began practicing a very specific brand of deception in the town of Derby, Connecticut. Dr. Jennings had become disillusioned with the heroic medicine of his day-the bloodletting, the toxic mercury, the blistering agents that seemed to kill more patients than the diseases did.
So, he started giving people “neutral” remedies. He dispensed bread pills made of starch and water tinted with a drop of vegetable juice. He told his patients these were potent, revolutionary compounds. To his surprise, and perhaps his secret delight, the townspeople began recovering at rates that defied the local mortality tables.
The patients weren’t being cured by the bread; they were being cured by the conviction of the man in the dark frock coat. Dr. Jennings eventually confessed his ruse, calling his practice “orthopathy,” but the lesson remained: authority is a powerful sedative. We stop asking questions the moment we believe someone with a title has already asked them for us.
The Pharmacy Aisle Ceremony
I thought about Dr. Jennings recently while standing in the pharmacy aisle, watching a man named Josh-I know his name because he was