Believe and act

At its core, this quote speaks to the power of belief. Kettering, a prolific inventor and head of research at General Motors, knew firsthand that progress often comes not from certainty, but from conviction in the face of uncertainty.

1. Belief Shapes Action

When you truly believe that failure isn't an option, your behavior changes. You take bold steps, you think creatively, and you commit fully. Doubt causes hesitation, but belief fosters momentum. It’s not about ignoring reality—it’s about choosing to operate from a place of confidence rather than fear.

2. Courage Over Caution

Acting as if failure were impossible encourages risk-taking. It frees you from the fear that paralyzes so many people. Most groundbreaking ideas were once seen as impossible or foolish. If inventors, entrepreneurs, or leaders waited for guaranteed success, nothing transformative would ever be achieved.

3. Focus on Solutions, Not Obstacles

This mindset helps shift focus from the reasons something might fail to the ways it can succeed. Instead of getting bogged down in potential problems, you become solution-oriented. Setbacks become lessons—not stop signs.

4. Manifesting Success Through Belief

There’s a psychological component too: people who deeply believe in their own success are more likely to achieve it. Confidence is contagious—it inspires others to support you, fund you, follow you, or work with you. Acting like success is inevitable can actually make it more likely.

5. Of Course, It’s Not Literal

Kettering’s phrase isn’t about being delusional or reckless. It doesn’t mean pretending you're invincible or ignoring risk. Rather, it's a mental exercise: imagine how you would behave if fear of failure weren’t holding you back—and then start behaving that way. The quote calls for intentional optimism and bold persistence.

In Practice

• An entrepreneur launching a business might use this mindset to push through funding rejections or market setbacks.

• A student facing a difficult exam might study with greater confidence and less anxiety.

• An artist sharing vulnerable work might publish or perform without fear of criticism.