The Business of Belief: How the World's Best Marketers, Designers, Salespeople, Coaches, Fundraisers, Educators, Entrepreneurs and Other Leaders Get Us to Believe
"This is a short book. But I hope it takes you, like me, a long time to read it. The Business of Belief earns the word 'profound'—every sentence should be savored." —Tom Peters
"Is this about marketing, life, spirituality, history, change or sales? Yes. A little book with a big idea." —Seth Godin, author of The Icarus Deception
"This instant classic provides the key to motivating yourself, your friends, your family, your coworkers and your customers. A must read." —Inc. Magazine
In this thought-provoking and entertaining book, Tom Asacker, author of Sandbox Wisdom and A Clear Eye for Branding, pulls back the curtain on the workings of the mind and reveals the hidden logic to motivating behavior, both in ourselves and in others.
Whether you are launching a new brand or marketing campaign, selling products and services, coaching individuals or leading a team, this book will shatter your assumptions about leadership and the art of influence, and give you the invaluable insights required to understand and move others.
The Business of Belief is Tom Asacker’s most compelling—and important—book yet. It will fundamentally change the way you think about your work and your life. Use it as your companion and as a guide in this fast-paced world overwhelmed by complexity and choice.
The next big idea in business is BELIEF.
use the players’ actual NFL game numbers to determine outcomes in the fantasy league. Instead of screaming our dissent at inept coaches, we get to show off our expertise. Of course, gambling is a large part of its appeal. Players are lured by the fantasy of winning cash. But the real fantasy of Fantasy Football lies in making it ours. Our idea. Our decisions. Our team. Our brand. And with that shift in control and ownership, the NFL players’ success becomes our success as well. Make it
people Begin with what they have Build on what they know Of the best leaders When the task is accomplished The people will remark We have done it ourselves. Part Three: What You Can Do Be More Conscious Carl Jung noted, “Until you make the unconscious conscious, it will direct your life and you will call it fate.” Now, you may call it fate, but it’s not. Whether you’re trying to influence others, or trying to influence your own life, the result of your choices—consciously made or
words, don’t try to think your way to a change, to positive mental states like happiness or confidence. Act as if, by changing your behavior, and your actions will convince your mind. I once heard a seminar leader exclaim, “You control your attitude!” What she meant was, “Control your thoughts, people.” But, as we’ve discovered, that’s much easier said than done. Instead, influence your attitude by controlling your actions. Change your behavior and your behavior will change your mind. Snap Out
like Jesus. And certainly don’t ask Watson if you should set yourself on fire to protest corruption. Or throw yourself in front of an oncoming vehicle to save the life of a stranger. As someone once said (and no, it wasn’t Einstein), “Computers are incredibly fast, accurate and stupid. Human beings are incredibly slow, inaccurate and brilliant. Together they are powerful beyond imagination.” Let us never confuse the two. Belief is Opinion While delivering the commencement speech at Yale
influence in today’s modern marketplace. The first one is this: Our choices, in all areas of life, have increased exponentially (trite but true, think cable TV). Every new product, service, cause and idea must now work overtime to capture people’s attention. In my world, we refer to that reality as a “no-brainer.” The second, a fact lost on many, is that people have become very distrusting and easily distracted, making attention increasingly scarce and fleeting. Just consider the diminishing