The Secret

Catchy review title? Thought so. Robert Cialdini, renowned psychology researcher and author of Influence: The Power of Persuasion (perhaps the best book ever written on the subject) identifies six basic rules employed by politicians, advertisers and scam artists alike to persuade others. Each of them are employed quite adeptly by Rhonda Byrne in this book.

Cialdini's first principle is SCARCITY; people want what's expensive, exculsive, or otherwise attainable. Byrne's mastery of this principle is clearly shown by the very name of the book: The Secret. We all learned this the first week of kindergarten as we felt the jealousy of watching two classmates, hands cupped over ears, sharing a secret out of earshot.

This message is reinforced throughout the book and its advertising campaign which pitches "The Secret" (whatever it actually is) as jealousy-guarded information hoarded by the happy, wealthy and successful. Whenever someone tries convincing you of something, whether it's a way to make enormous sums of money, to lose weight, etc - be wary of when it's pitched as "the knowledge THEY don't want you to have." Think about it - everything from the "secrets that Wall Street doesn't want you to know" to "uncovered - celebrities' secrets to staying young" are phrased not simply to pique your interest but to make you jealous. Appeals to our emotion are far more powerful than appeals to reason, and Byrne demonstrates mastery of this principle throughout "The Secret."

Cialdini's second principle is LIKING. We like those who like us, and in turn, we do business with them. Positive thinking and emotional intelligence has been linked to strong interpersonal relationships, academic and professional success, and good health, but there is a fine line when positive thinking crosses over to unjustified exuberance. Instead of simply noting the substantial benefits of positive thinking (a well-accepted principle which wouldn't sell books), Byrne crosses the line so blatantly that anyone with a modicum of modesty would find it blasphemous.

AUTHORITY is another Cialdini principle, also in play in "The Secret" in quite subtle ways. Another technique which differentiates this book from just another book of positive thinking is the heavy use of quasiscientific language, which gives the impression that the "law of attraction" is (or will become) an accepted scientific principle, just like the law of gravity or the law of attraction of oppositely-charged particles in chemistry. Many people are both intimidated and confused by the authority of science, a fact exploited by manipulators ranging from Byrne to peddlers of magic weight-loss pills.

Since no respected physicist would ever publish a paper on the universality of the "law of attraction," Byrne indirectly seeks experts in other ways. She attributes the success of people ranging from Einstein to Beethoven to adherence of "The Secret," thereby manufacturing experts. After all, if Einstein and Shakespeare mastered "The Secret," who are YOU to question it?

The last two Cialdini principles are CONSISTENCY and SOCIAL PROOF. The success of this book should leave little doubt it will be followed by more (and more expensive) forms of media peddling "The Secret." The audio recordings, weekend seminars, advertising tie-ins, and other follow-up products certain to follow will exploit these two principles. Once people commit themselves to believing happiness will come from "The Secret," they will attribute future successes, whether a promotion or a great new relationship, to adherence to it. Conversely, setbacks will be even more powerfully in committing people to "The Secret," as people will attribute their failures to not living up to "The Secret" (and buying more of Byrne's books). Consistency dictates it will be less painful to buy more books and immerse one's self further into "The Secret" than to accept the whole premise is a quite ridiculous; while not as pernicious as a domineering cult, "The Secret" promises to charge you handsomely for a positive outlook on life.

Byrne's book is problematic on many levels. On it's face, it's a manipulative marketing tool meant to flatter, confuse and deceive. It's also pseudoscience at its best, the last thing we need to encourage in an increasingly technological world which requires healthy skepticism and critical thought. Most damaging, though, is how the book perverts reality by encouraging people to equate a positive outlook on life with a childish, idiotic narcissism. Ayn Rand must be rolling in her grave hearing about the modern manifestation of her objectivist movement reduced to the intellectual equivalent of canned pork.

If you're interested in "The Secret," I highly encourage you to read the book - yeah, READ the book - if for any other reason so not to be manipulated by its brilliant marketing. Read it with a critical eye, with a copy of Cialdini's book in the other hand. You may not learn the secret of happiness, but you WILL learn a lot about manipulation and influence from a master of the subject in Rhonda Byrne.

I think a book like this, which makes some really big claims, should, roughly, do the following:

1) Present it's premise clearly
2) Since it's a self-help book explain clearly what you need to do
3) Provide compelling evidence that it's ideas work
4) Be credible.

The book does a decent job of explaining its premise, which is that everything in your life is the result of the law of attraction. I quote, "the law of attraction says like attracts like, so when you think a thought, you are also attracting like thoughts to you." In other words, think good thoughts and good things will come to you and if you think bad thoughts then bad things come to you. I've simplified this a bit but not a whole lot as the concept isn't rocket science.

Now, does this book explain clearly what you need to do? Actually, for a self-help book it does a very poor job of this. How do you control your thoughts? What kinds of practices and thinking produce the best results? The author and contributors basically tell you a bunch of stories about how "so and so did something and you can too by changing your thinking".

And that's it for the "how to" part of the book. There isn't any.

Now, if I wanted to prove something worked from a scientific perspective it would seem to be easy to test this stuff out. You take two groups of people, teach one the secret, let the other go on with their lives and see what happens. In theory those that know the Secret would be happier and more successful than the control group. It might not be perfect but it'd be a whole lot better than what we get in this book. But, of course, you'd have to have an actual methodology to test.

Instead the authors cite numerous anecdotes of how the Secret worked. One person's cancer went away. Another individual walks after a brutal accident. Still another finds romance. That's all fine and perhaps it's evidence but it's not proof. Cancer can be misdiagnosed. How many people who were injured like the "Miracle Man" never walked again despite the best attitude and trying the approach perfectly? The problem with anecdotes is that it's easy to start with a result, work backward and assume the conclusion. It's also very easy with anecdotes to only present the ones that make your case and ignore those that don't (when someone dies of cancer while practicing the secret for instance). It's just not good enough to use anecdotes for large claims like those made in this book.

The following quote struck a nerve.

"People hold that for awhile, and they're really a champion at it. They say, `I'm fired up, I saw this program and I'm going to change my life.' And yet the results aren't showing. Beneath the surface it's just about ready to break through but the person will look just at the surface results and say, `This stuff doesn't work.' And you know what? The universe says, "your wish is my command,"

I thought it was interesting that the universe instantly manifest failure but isn't quite so fast with success. In fact, a cynical individual might conclude that what they are really saying is, "when this program works it's because the secret always works, but, on the off chance it doesn't work, well, that's your fault." An even more cynical person might think, "gosh, I wonder what would help a person who failed? Maybe, a seminar with Bob Proctor would be just the thing to get them over the top?"

Lastly, is the Secret credible? On the one hand, I think a lot can be said for the idea that if you change your thinking you'd change your life. In many ways that seems obvious to me.

On the other hand, if the secret actually was true, especially at the scope claimed by the book it would mean that everything that's happened is the result of your thinking. So, when a child dies of pneumonia, well, it's because they brought pneumonia into their lives. Michael J. Fox, not only did you bring Parkinson's into your life but change your thinking and it will go away. Obviously these things aren't true and they obliterate, in my opinion, any credibility in the book.

Not only does the book go too far but most (I'd argue nearly all) of the contributors aren't credible. On a topic of this scope: the ability to 100% change your life and the world in an incredible fashion, does anyone really think you couldn't find psychologists, top flight scientists, therapists and thousands of mainstream individuals to support it, if it worked? Wouldn't there be tons of research instead of anecdotes? Instead we get a Feng Shui Master, a chiropractor, motivational speakers (err trainers), a metaphysicist, etc. combined with a half dozen anecdotal stories. So the most powerful like changing idea ever and you get it from the crew in this book presented in this fashion? I don't think so!

If this idea really worked, at anything other than giving material to self-help speakers and generating repeat students, it just wouldn't be found here. The book wouldn't even have to be written because we'd all already know it and be practicing it. Remember, this is not a new idea, it's been around for a very long time, and it's been the topic of literally thousands of seminars and hundreds of books.

In conclusion, I'm not opposed to the idea on a small scale but this book just goes way too far and I'm left with the feeling that all that's really going on is a bunch of people trying to get their name out and get you to pay for their seminars.

This book was given to me as a gift on father's day. I started reading it the way I read any book but soon I started reading faster and faster, more like scanning, with speed-reading techniques, and finished it in 2 hours, while taking notes at the same time.

I have no interest in self-help books or concepts like power of positive thinking. This book combines the two, with the main thesis being that the "secret" to anything in life, wealth, health, success, love, romance, happiness is positive thinking, thinking positive thoughts. More specifically, imagining things that you want to have and really, truly believe that you already have them, and feel good about having them now!

For example, if you want to be rich, you should first imagine that you are already rich; second, you should really believe that you are already rich; and third you should feel yourself in a rich life style, feel happy about it. If you keep doing this for awhile, miraculously the doors of wealth will open to you, all the opportunities will line up at your door and you will be well into your way to becoming that rich person you are imagining. Similarly, if you want to loose weight, you should imagine yourself in your ideal weight, really focus on that, only allow yourself "thin thoughts" and avoid "fat thoughts", and you will get thin. I quote; "if someone is overweight, it came from thinking fat thoughts". Another one; "Food cannot cause you to put on weight, unless you think it can."

I felt like putting a smiley face right after the last sentence as I am smiling now, and was smiling throughout the book. All you have to do is just ask (oh, and believe, and feel) for the thing you want and lo and behold, thou shalt have it! I quote: "Make a command to the Universe. Let the Universe know what you want. The universe responds to your thoughts." Another one: "The Universe will start to rearrange itself to make it happen for you." Really? I didn't know the entire universe cared so much about me!

The method even works for some frivolous things. Like always finding a parking spot, never having to wait in lines, never being late etc. And a lot of people are, allegedly, already doing it: "We have received thousands of accounts of The Secret being used to bring about large sums of money and unexpected checks in the mail. People have used the secret to manifest their perfect homes, life partners, cars, jobs, and promotions, with many accounts of businesses being transformed within days of applying The Secret."

One look at the titles of the co-authors of the book says a lot: Metaphysician, moneymaking expert (ha?), healer, life coach, law of attraction specialist, feng shui consultant (sure)... How about gullibility specialist, swindling expert, or snake-oil salesman?

Actually I shouldn't be so hard. At least one person, the main author of the book made her wishes come true. In the foreword of the book, and elsewhere inside, she says that she was going through a very bad time, her company of 10 years was about to be history. In desperation she looked everywhere for answers and that's how she discovered "the secret". Judging from the success of the book and the film, it must have worked for her. I suppose she must have thought, believed, and felt something like this: "I want a large number of credulous people to buy what I am saying (and the book, and the dvd) so I can make a lot of money".

1. Bogus metaphysics, bogus science:

The Secret pretends it's a book about winners and how they win. It isn't. That's just the come-on. It's actually a happy make-believe feelgood book for losers.

Positive thinking is a powerful force, but it isn't magic. It's more like a necessary precondition to success: people who believe they can succeed are far more likely to succeed than people who are sure they'll fail.

For instance, say they're starting a new business, and they run into some big problem. The person who thinks in terms of success will say "Gosh, I'm going to have to figure out a way to get around this problem if I'm going to be successful." Then they get to work on figuring it out. The person who thinks in terms of failure will say, "I knew it was only a matter of time before the universe screwed me over -- I can never catch a break," and gives up trying.

Very important point: in both cases, positive or negative thinking didn't affect the universe. What it did was affect the way the people made decisions and addressed their problems in the real world.

That's the difference between a genuinely useful and valuable book like Norman Vincent Peale's The Power of Positive Thinking, and the pile of steaming tripe that is The Secret. Peale's book tells you that positive thinking is the best starting point for getting what you want. The Secret says that positive thinking is enough all by itself. It dresses its idea up in bogus pseudo-scientific language, but essentially what it's saying is that positive thinking is magic.

That's premium-grade hogwash. Positive thinking isn't magic. Thoughts are not magnets. There is no Law of Attraction, no primal universal force that makes the events in our lives match the way we think about our lives. Positive thinking is a good mindset for making good decisions about the actions we take, but it's the actions that have the effect, not the thoughts.

That's why The Secret is a feelgood book for losers.

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2. Some real-world implications:

If Rhonda Byrne's advice were any good, neither she nor her publisher would have to publicize her book. They'd just think the right thoughts, and readers everywhere would automatically be moved to pick up a copy.

People cycling through the manic phase of manic-depressive bipolar disorder would be such a nexus of inventiveness, serendipitous insight, and luck, that major corporations would bid on their services.

No baseball game could ever end as long as the fans on both sides believed victory was possible.

We'd never run out of petroleum.

Average global income would be far more evenly distributed than it is. After all, anyone can hope. Anyone anywhere can think good thoughts.

Alternately, there could be Third World sweatshops available to do our believing for us.

Finally, if Rhonda Byrne's advice were any good, the Evil Overlord list wouldn't include the observation that an Evil Overlord who shouts "I AM INVINCIBLE!" is a sure bet to die almost immediately afterward.

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3. Fraudulent provenance:

If thinking the right thoughts really could do what The Secret claims, that fact could never stay a secret. Everyone has people they love; and because they love them, they want them to be happy and successful. If they learned an infallible secret for attaining power, wealth, and success, they'd pass it on to those they loved so that they could be happy too. Those people would tell others, and so the knowledge would spread. Soon it wouldn't be a secret any more. After that, people would start preaching it from the rooftops, and carving it into the sides of buildings.

Let's limit it to children. Can you imagine withholding such a secret from your own children? Could you keep silent while you watched them lead frustrated and impoverished lives, or died from conditions you knew how to cure? That's not believable.

Now, genealogists will tell you as a rule of thumb that everyone with European ancestry is descended from Charlemagne, who lived from 742 to 814 AD. That is: if Charlemagne knew this secret knowledge, and he only told his children about it, and they only told their children, and so forth and so on, by now half the world would know it. Yet author Rhonda Byrne says the Greek Philosophers and the Ancient Egyptians had this knowledge. The Greek Philosophers lived about 1,100 years earlier than Charlemagne, and the Ancient Egyptians lived more than three thousand years earlier. It's ridiculous to imagine that a simple, basic, easy-to-apply, and yet overwhelmingly powerful universal principle could stay a secret for even a fraction of that time.

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4. Further real-world implications:

If what Rhonda Byrne says in The Secret were true, Las Vegas wouldn't exist. People don't place bets they think are going to lose. Gamblers are powerfully into positive thinking. Someone who's betting heavily while drawing to an inside straight is unquestionably visualizing success, and they're telling the universe exactly what form they want it to take. They nevertheless fail to fill their straights at exactly the rate predicted by plain old statistical probability -- that is, most of the time.

Positive thinking is all around us. New restaurants, new breakfast cereals, new television shows, and new political candidacies expect success. No one throws their heart into studying ballet from age six onward because they envision themselves having the wrong adult body type and winding up teaching tap and jazz to children in some dull but affluent suburb. The world is full of unemployed theatre majors, unpublished writers, unsuccessful beauty pageant contestants, unheard-of musical acts, and college athletes who never make the big time. None of them got there by thinking they wouldn't succeed.

If Rhonda Byrne's advice were any good, no singer would ever hit a wrong note. That goes double for singers who are drunk.

I know other reviewers have already covered the implications of The Secret's suggestion that misfortunes are caused by our own negative thoughts. Still, I have to say: NO KIDDING? SOMEBODY PHONE DARFUR NOW!

And while we're waiting for that phone connection: no kidding? Insanely bad high-level decisionmaking, failures of oversight, and a grossly irresponsible pursuit of deregulation for its own sake had nothing to do with our lives getting zapped by a collapsing economy? Look at Enron's employees and stockholders. They didn't expect to get screwed. New Orleans residents who didn't have cars never envisioned themselves drowning in their own attics. Homeowners with subprime mortgages never imagined they'd wind up in foreclosure.

Are we to understand that some families have an inexplicable tendency to attract the same ailment, generation after generation? How is it possible for devout Christian Scientists to die of cancer or eclampsia or ketoacidosis? If a guy in his late 50s has been in denial about his radiating chest pains for the last ten or twelve hours, and the first thing he says when the EMTs come through his door is "I'm not having a heart attack," has his attitude improved or decreased his chances of surviving the episode?

If I worry about drunk drivers, and then some night I get t-boned at 60 mph by an irresponsible lush with a DUI record as long as my arm, is the accident actually my fault because I had all those negative worries? If I've got a cheerful toddler with me, who's responsible for her death? If I kneecap Rhonda Byrne, and set fire to the warehouse where her books are waiting to ship, will she apologize to me for thinking thoughts that obliged me to do it?

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5. In conclusion:

I swear, I've never had any thoughts that warranted the existence of this book.

I am in complete agreement with the idea that our thoughts need to be carefully marshaled and focused on what we want. My comments focus on how Ms. Byrne has expressed that point in this book.

Everyone I know swears by the DVD version of The Secret. I decided to read the book first and then look at the DVD.

In grading this book, I am comparing The Secret to the many books that encourage you to create your own reality through mental focus including books written by those quoted in The Secret.

First, what is the secret? As stated in a quotation by Bob Proctor:

"The Secret is the law of attraction!

Everything that is coming into your life you are attracting . . . by virtue of the images you are holding in your mind."

Second, what causes the law of attraction to work? According to Ms. Byrne on page 11:

"You are the most powerful transmission tower in the Universe. Your transmission creates your life and it creates the world . . . . And you are transmitting that frequency with your thoughts."

Third, what's the evidence that this secret is true? Each of 24 authors tells anecdotes of people who overcame hurdles after envisioning a more positive result. A few claims are made that quantum physics supports this conclusion, and Ms. Byrne confides that she understands a great deal about this subject.

Fourth, why is this a secret? Because Ms. Byrne had never heard of the law of attraction prior to a year or so ago.

Let me make a few observations about the development of this idea in the book:

First, science has shown us that we ignore almost all of the sensory input we receive. Our minds focus on a small percentage of what's considered relevant through something called the reticular activating system. Change what you focus on, and you notice things for the first time that have been there all the time. That's one reason why envisioning what you want works: You notice helpful resources around you that you've been ignoring. That observation, however, has never been tied to any evidence (to my knowledge) that we physically create anything with our minds beyond our own bodies, except by manipulating the physical world in various ways.

Second, religion points to a different phenomenon. Christians, for example, read in the Bible that God has filled those who have been saved by repenting their sins and believing in Jesus with the Holy Spirit which permits good works (including miraculous works) to be done by the desire of the believer. The source isn't the believer's mind, but rather God's spiritual resources which are greater than the physical world. Anyone who read these Biblical texts would say that an individual is far from a powerful source of creating reality: An individual can do nothing to change reality without God, but can do anything good with God's help to change reality.

Third, in Think and Grow Rich, Napoleon Hill reported the results of many years of intensive interviews with the most successful people on Earth of his day. Many of them believed that their thoughts physically changed the exterior world by opening the door to possibilities that otherwise wouldn't have existed. But Mr. Hill presented the idea as expressed opinions, rather than as a proven fact. He also pointed to many other things that these people had done that helped them succeed. Mr. Hill reported that it takes more just focusing on what you want: There are other steps involved such as working with a mastermind group.

Fourth, our own bodies are very strongly affected by our thoughts. Scientific research keeps showing new dimensions of that fact. Think certain thoughts and your immune system is stronger. Think other thoughts and your immune system is weaker. In addition, placebos do heal people who think they are getting real medicine when they are not. Why? Because people are really healing themselves. You can extend that influence by behaving well or badly towards others, causing a mental reaction in them, which in turn creates a change in their body chemistries.

By comparing those earlier works, my sense is that what The Secret really represents is one woman's quick attempt to make sense of this kind of information. In doing so, she seems to have oversimplified and misstated what is known about the role of thought in creating life experiences. I doubt if the intent was deliberate or not well intentioned. But after all, she is a film maker, not a student of thought.

By ignoring the full range and roots of the evidence, Ms. Byrne runs the risk of discouraging some people who feel like they are real losers because they cannot evince a perfectly positive reality. If it were as simple as The Secret suggests, we would have billions of people living trouble-free lives. To my knowledge, even the most successful practitioners of The Secret aren't as wealthy as those the most successful people who don't. That would make an interesting study, and a far more valuable book than this one.

Here's an example of a misleading example. Ms. Byrne argues that food doesn't make you fat; it's what you think about food that makes you fat. The punch line of her story is that "I now maintain my perfect weight of 116 pounds and I can eat whatever I want." Every person I have met who is an authority cited in this book is noticeably overweight. Why don't any of them want a perfect weight and be able eat anything they want?

My point for you: Avoid this book.

I encourage you, however, to think positively and learn about how your thoughts can improve your life!

If you want to learn about how to improve your life through your thoughts, consider reading more reliably based and carefully presented sources. If you prefer a secular book, try Think and Grow Rich or The Success Principles. If you would like a book that half-way between a religious and secular focus, try Your Best Life Now. If you want to draw totally on the Christian or Jewish religious roots, read the Bible.

I'll look at the DVD now and let you know what I think of that.