Like A Zen Master, Tom Asacker Explains The Business of Belief

When we change our actions, we also change our beliefs. And what we believe compels further action. It is a virtuous cycle, and understanding its elemental framework can help you to connect with and motivate people.

“People are drawn across the bridge of belief by their anticipation of a better experience and a better life. Effective leaders ignite people’s imaginations by painting vivid, compelling, and personally relevant pictures—ones that move them.

The business of belief, and how our beliefs inform us and move us to do the things we do, is the topic of my friend Tom Asacker’s aptly named sixth book, The Business of Belief: How the World’s Best Marketers, Designers, Salespeople, Coaches, Fundraisers, Educators, Entrepreneurs and Other Leaders Get Us to Believe.

I read the book yesterday, and Tom and I discussed it today.

Please give the 15-minute audio segment a listen.

Tom’s friend Tom Peters says, “This is a short book. But I hope it takes you, like me, a long time to read it. Every sentence should be savored.”

That is high praise and I agree. There is an economy of language in this book that unfolds like a Zen koan. When you write like this, your ideas are flowers that bloom when the reader waters them with their attention.

Personally, I feel a renewed sense of purpose after reading the book, and the need to adjust or “redesign” some of my actions, which will hopefully create more success for more people. Somehow, Asacker gets me to believe it’s all possible, and even likely, provided I have an action plan to strengthen my own core beliefs.

Previously on AdPulp: How’s Your How?



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.