The Toyota Effect: Wash Your Own Brain

Why do you believe what you believe?

How often do you stop to consider that question?

For decades, a majority of American car buyers thought Toyota made the highest quality and safest cars for the money.

What do you suppose the majority of American car buyers think about Toyota cars right about now?

Key question: what caused the change?

The easy answer is: the recalls caused the change.

A more sophisticated answer is: the news coverage of the recalls caused the change.

But neither of those answers recognizes the deeper lesson: management (or mismanagement) of how and when a story is told powerfully influences the stories we believe and tell ourselves.

How many of your beliefs did you choose consciously?

Ray Edwards is a world-renowned copywriter and communications strategist, writing for some of the most powerful voices in leadership and business including New York Times bestselling authors Jack Canfield and Mark Victor Hansen (Chicken Soup for the Soul) and Tony Robbins. Ray is a sought-after speaker and author, hosts a popular weekly podcast, and blogs at