Owen Fitzpatrick has interviewed people in North Korea, Iran, and Afghanistan, trying to answer one question. Why do we believe what we believe?
Ten books and thirty years later, his answer is uncomfortable for founders. The story running your business decisions was never fact checked. It was just repeated enough times that it started to feel true.
His framework is simple and brutal. A belief has to feel right, fit your identity, and only then does it need to make sense. Founders think they're reasoning their way to decisions. Most of the time, they're defending a conclusion their gut already reached under pressure. Pause, ask what would have to be true, and only then move.
Episode outline
- What inner propaganda is and why your brain runs it without asking permission
- Feels Right, Fits In, Makes Sense: the three gates a belief has to pass before it changes
- Why culture and identity fusion make people defend beliefs that hurt them
- The Petrov story: how one engineer avoided nuclear war by pausing to ask "does this make sense"
- The belief audit: the one question that actually tests whether a belief is serving you
- Emotional granularity: practical tools for founders under pressure
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Presented by Deel
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Inner Propaganda: Stop letting your brain talk you out of your success. Order now
Owen Fitzpatrick
Owen has spent thirty years studying why we believe what we believe. His book Inner Propaganda, argues the biggest threat to any leader isn't strategy or execution, it's the unconscious beliefs running every call they make.
Andy Walsh
Three-time founder with two exits who bootstrapped to $10M ARR, now host of Startups Decoded (top 2%, 850k+ downloads) and advising founders on growth through consulting and his podcast.
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Music Credit.
“Neptuno” – Phondupe (Album: Onykia)
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