Core Beliefs are deep-seated perceptions that everyone has about the world in which we live, work and play. Core Beliefs impact how we think, feel and behave as well as how we interact with other people and our general view of the world.

They influence everything we do from the type of car we buy and the sort of house we live in through to the life partner we choose. They also impact our work life, influencing every decision we make in whatever role we may fulfill.

This book explains their formation and how to use them to communicate your message. Falling foul of these unconscious perceptual filters will result in your communication strategy being ineffective. The rules through which Core Beliefs are formed and how to use them are contained within this book.