Every morning, as I prepare for the day, I have a small ritual that sets my mindset on the right track: I spray my fragrance with intention. This isn’t just about smelling good – it’s about harnessing the psychological power of scent. Science tells us that our sense of smell is closely tied to memory and emotion. Think about how a whiff of a certain cologne can instantly remind you of a loved one, or the smell of wood smoke can transport you back to childhood campfires. Scent has a unique ability to trigger feelings and memories without us even realizing it. So why not use that ability to our advantage?
The idea is simple: anchor your ambitions to a particular scent. As one expert put it, scent is “particularly potent for setting intentions” – essentially programming your subconscious to work toward your goals . When you consistently pair a specific fragrance with visualization or affirmation of your goals, over time your brain starts to link them. The smell becomes a mental shortcut to the mindset you want – focus, determination, confidence. It’s like creating a Pavlovian response, but instead of ringing a bell to make you hungry, you catch a hint of your perfume and instantly feel motivated and clear-headed.
Not all scents are equal in this practice. The character of the fragrance can complement the kind of mindset you’re anchoring. For example, New Money is a blend of woody and musky notes by design. Why? Because woody scents are known to be grounding and stabilizing, making them a great choice for goals that require focus and centeredness . That deep, subtle woodiness in New Money is there to steady you – to give you a sense of calm strength as you charge into your day. It’s not an overpowering perfume that distracts; it’s more like background music that keeps you in the zone.
So how do you make a scent ritual work for you? I carry New Money with me in my backpack. Ideally I would spray it in the morning after my dressing up. But I am bad at remembering to wear fragrance. It is not in my habits. So instead, I have the bottle in my backpack. And typically in the morning, when I need to be focus or resilient, I remember to spray the scent. As I smell in the flagrance, I consciously think about my intention for the day. It could be something like, “I will navigate challenges with confidence and clarity,” or a specific goal I plan to crush. But throughout the day, every time I smell New Money, it’s a gentle nudge to my subconscious: remember what we’re here to do.
New Money became the scented soundtrack of my ambition. This is the magic of an intentional fragrance ritual: you’re not just wearing a perfume; you’re wearing your purpose. You’ve anchored your success mindset to a scent, and every day it reminds you to live that intention into reality.
The Black Negotiator 