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Brands That Dream: Only Companies That Dream Stand Out by Elisenda Serra Masip, Xavier Oliver Conti

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3. Surprise #3: It Is Harder to Replace Something We Love

The Soul

There is widespread belief that at the precise moment of death, the human body loses 21 grams of mass. Based on this premise, it was concluded that those 21 grams of mass had to be the soul of the individual leaving the body at death.

This is one of the allegedly scientific conclusions reached by Dr. Duncan McDougall in the early 20th century after performing many experiments in an attempt to find empirical evidence of the existence of the soul. Like him, other scientists and scholars wanted to take advantage of new technologies to prove that the human soul was not an illusion. Photographs of the human body were taken at the time of death in an attempt to capture an aura, a point ...

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