Nir Eyal returns to the podcast to discuss his latest book, Beyond Belief, and the powerful role belief plays in shaping our behaviour, relationships, and decisions.

From the difference between fact, faith, and belief to the surprising ways our perceptions influence what we see, Nir explains how beliefs can be consciously changed and why doing so can transform everything from personal performance to company culture.

We also explore the role of belief in branding, including how companies like Liquid Death use anticipation to disrupt entire categories, and why the most successful brands don’t just sell products they shape what people believe.

Thank you to System1 for sponsoring Uncensored CMO.
https://system1group.com/

Timestamps

00:00 - Start
01:44 - Why Nir wrote a book about belief?
05:57 - How powerful can belief be?
10:15 - Believing is seeing
12:44 - The three powers of belief
14:42 - The difference between fact, faith and belief
16:05 - How belief can affect relationships
17:10 - How to change your beliefs
25:52 - How powerful can beliefs be?
28:37 - The cautious power of placebo
32:59 - Why Liquid Death used the power of anticipation to disrupt water
35:59 - Why brand is so powerful
37:40 - How our beliefs literally shape what we see
39:42 - Why smart people are more unsuccessful
41:59 - How beliefs can improve company culture
42:57 - When should you quit?
47:08 - Why labelling yourself can be self-limiting
50:52 - How to build good beliefs