The Message

If someone can control your beliefs,
they can also control your actions.

Are you in control?
Or are you being controlled by others?

The Book

You can use this book as a framework for finding out how beliefs, perception and persuasion affect people's behaviour in any kind of industry or institution.

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The Framework

What is belief?

  • The biology of belief
  • How beliefs control action

How belief affects perception

  • Effects of culture
  • Effects of language

How persuasion affects belief

  • Effects of rhetoric on emotion
  • Effects of emotion on belief

How demagogues control belief

  • Propaganda
  • "Us" and "Them" rhetoric


  • Separating opinion from truth
  • Using science and logic