The Foundation of Beliefs is a book for those who want to understand how to motivate themselves and other people. Tom Asaker, one of the leading experts in the field of marketing and innovation, analyzes the mechanisms of belief and describes the hidden logic of the motives of human behavior. You will learn how beliefs become ingrained in the human mind, why our beliefs are important, and how companies and people use them to influence us. This book will help you always stay on the crest of the wave, achieve your goals and significantly improve the quality of your life. Published in Russian for the first time.