Part 3/10:
The Halo Effect and Association with Greatness
Holmes consciously employed the halo effect by aligning herself with established icons of innovation and success. She emulated Steve Jobs's attire—a black turtleneck—and even hired ex-Apple talents to lend credibility to her enterprise. By styling herself after Jobs, Holmes benefitted from a metaphorical halo that implied competence and trustworthiness, despite the inherent flaws in her operations.