Book Category: Entrepreneurial, Motivational,

The Business of Belief: How the World’s Best Marketers, Designers, Salespeople, Coaches, Fundraisers, Educators, Entrepreneurs and Other Leaders Get Us to Believe (book summary)

Author: Tom Asacker
Life Changing Principles
Quality of Writing
Overall Value
pros: Great for personal growth, applicable to everyone, motivational
cons: Needs more depth
overall rating

Quick Summary
Asacker’s The Business of Belief does a great job in unpacking the hidden logic to motivating behavior. It’s a short and powerful read.

Key Insights

  • Beliefs are really noting more than working assumptions
  • Our minds don’t reflect reality like a mirror
  • Your brain is not a computer
  • Everything is inherently without meaning, except for the meaning we create
  • We all become the stories we tell ourselves
  • Humans don’t want full control but “guided” control
  • Belief depends upon the freedom to choose
  • Desire creates change
  • To change a person’s behavior, you need to understand their desires
  • We have no control over our fate but we can determine how we react
  • Comfort is an illusion

Practical Application

  • If you want to change or quit something, you need to desire that change in your life
  • Step outside of your comfort zone more often; don’t get comfortable

Meaningful Quotes 

“Believe nothing, no matter where you read it or who has said it, not even if I have said it, unless it agrees with your own reason and your own common sense.” – Buddha

“We see people and things not as they are, but as we are.” – Anthony de Mello

“Computers are incredibly fast, accurate and stupid. Human beings are incredibly slow, inaccurate and brilliant. Together they are powerful beyond imagination.”

“We all live under the same sky, but we don’t all have the same horizon.” – Konrad Adenauer

“Great leaders simplify the belief process by eliminating difficulties and competing options on our attention. They work really hard to make belief really easy.”

“A leader is a dealer in hope.” – Napoleon

“People despise reality, but love verisimilitude.” – Errol Morris

“Until you make the unconscious conscious, it will direct your life and you will call it fate.” – Carl Jung

“If you leave a thing alone you leave it to a torrent of change. If you leave a white post alone it will soon be a black post. If you particularly want it to be white you must be always painting it again; that is, you must be always having a revolution.” – G.K. Chesterton

“A single dream is more powerful than a thousand realities.” – J.R.R. Tolkien

Interested? Buy the book here!