The Business of Belief

Tom Asacker is one of Paramount's best selling and most prolific authors, who always has something insightful and provocative to share with his readers.

His latest book, The Business of Belief: How the World Best Marketers, Designers, Salespeople, Coaches, Fundraisers, Educators, Entrepreneurs, and Other Leaders Get Us to Believe (view listing on amazon.com), pulls back the curtains of the working mind to reveal the hidden logic to what motivates behavior in ourselves and others.

"Belief is what makes an action familiar and safe, ultimately driving a particular choice or decision," says Asacker. "Understanding the beliefs and desires of your audience is critical to successfully influence them in today's environment that is overwhelmed with complexity and choice."

Asacker draws on subjects as diverse as Sherlock Holmes and the Burkini, Mother Teresa and Jackie Robinson, and provides examples of how legendary leaders like Steve Jobs and Howard Schultz have moved people  as well as how we can be more conscious of our own decisions and increase our chances for success.

Tom Peters, management consultant and author, called The Business of Belief "profound." He said, "Every sentence should be savored."

Anyone who has ever heard Tom Asacker speak knows that he draws his inspiration from a variety of sources and shares that inspiration in ways that are unforgettable. And if you have never had the opportunity to hear him speak, buy and read The Business of Belief and you will understand more about why you believe what you do.