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About this quote

What does it mean?
Something matters only if people consider it important.
In plain terms
Importance is defined by collective belief.
What can you take from it?
Acknowledge the role of perception in value.

Where it applies

  • politics
  • marketing

Putting it to work

  • shape narratives
  • listen to stakeholder views

Questions to consider

  • What does this imply for truth?
  • How do you handle ignored importance?

Another view

Objective facts can retain importance regardless of belief.

More from William James

  1. A purely disembodied human emotion is a nonentity.

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  2. In the deepest heart of all of us there is a corner in which the ultimate mystery of things works sadly.

    Permalink to quote #37
  3. The more rational statement is that we feel sorry because we cry, angry because we strike, afraid because we tremble, and not that we cry, strike, or tremble, …

    Permalink to quote #34

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