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

by Tom Asacker

So, how do we choose? What they know that you may not is that we choose what we choose because we believe in it. And those beliefs are (or were) driven by our desires. To appreciate this powerful peculiarity of human nature—to understand how and why it happens—is to better know how to motivate yourself, make better decisions, and create conditions so that others will motivate themselves to choose you.