“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

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.