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

At its core, then, altering someone’s beliefs is not an act of short-lived persuasion; it’s an act of leadership (the root of the word “lead” means “to go forth, to travel.”) And every leader knows that before you can lead people, you have to know where they want to go.