When Reuben Mattus got tired of discounting his ice creams, he decided to make “high-end” ice cream. To make it seem luxurious, he came up with a foreign-sounding label: Häagen-Dazs, a made-up word that means nothing. However, it sounds foreign enough to work.
It works because people worship what’s exotic yet take for granted what’s familiar. But remember, you’ll never be foreign to yourself. Learn to appreciate what’s familiar so that you can appreciate yourself.