7: Key Principle No. 4: Just Believe 227

Disappointed of Des Moines (or Dunstable)? 229

Meaning in a world of oversupply 230

Three principles explained 231

Goodnight Vienna 232

I believe 233

Cardigan Bay's third biggest clothing company 234

Outdoor threads 235

Nice to have? 235

Think differently 236

The journey (home) 238

Jamie's dinners 239

Being Naked 242

Anomalous Thinking 243

Back to the future 245

Enron and everything after 247

A challenge – does belief pay? 247

So what does the study show? 248

You are not alone 249

Free and legal 250

A is for . . . 252

Before we go 253

1. Be who you are 254

2. What do you believe in? Find it and live it! 254

3. Act like you mean it (and don't act like you don't . . .) 256

Summary: taking a stand 257

Some questions arising for marketing 258