Belief is irresistible.

We tend to lose sight of how important belief is.

Phil Knight first started selling shoes from the trunk of his Plymouth Valiant in 1963. He was fresh out of business school and had no money. But what he did have was this crazy idea: to undercut the U.S. athletic shoe market by importing high-quality, low-cost running shoes from Japan.

It wasn’t just an idea, though - it was a belief. Knight truly believed that the running shoes he was selling were of much higher quality than those sold by Adidas.

Outside of cost, the only real differentiator Knight had when selling his shoes was his belief; that his shoes were better and could add more value (to a runner) than his competitors.

Knight grossed eight thousands dollars that first year, and today Nike’s annual sales top $30 billion.

If you believe in something, you will inspire others to get behind it.

When you show up offering something that you truly believe can help make people’s lives easier, it is much more authentic. It’s not a “sales pitch”; it’s charity.

Belief can even help overcome a lack of passion. That is, just because you aren’t inherently passionate about something doesn’t mean you can’t believe in it. We don’t need to create roadblocks and tell ourselves that because we don’t “like it,” we can’t sell it, market it, or design it. Because the reality is the people who believe in it are doing all of those things.

Cultivating a passion is a skill that anyone can learn.

Belief is powerful. The best leaders have such strong belief in their company, product, idea or service that they can both visualize success as well as stress-test it against all possible criticisms. They crave the difficult questions because they know that these will help them strengthen their belief. They understand their audience’s problems in details and can articulate them even better than the consumer could.

To believe is to know in your heart of hearts that you can help add value, and to selflessly fight to get your product, idea or solution in front of the people it can help the most.

Belief is irresistible.