“You have to believe. Otherwise, it will never happen.”

“I believe that life is a game, that life is a cruel joke, and that life is what happens when you're alive and that you might as well lie back and enjoy it.”

“Why do they blame me for all their little failings? They use my name as if I spent my entire days sitting on their shoulders, forcing them to commit acts they would otherwise find repulsive. 'The devil made me do it.' I have never made one of them do anything. Never. They live their own tiny lives. I do not live their lives for them.”

“Richard did not believe in angels, he never had. He was damned if he was going to start now. Still, it was much easier not to believe in something when it was not actually looking directly at you and saying your name.”

“There are new gods growing in America, clinging to growing knots of belief: gods of credit card and freeway, of Internet and telephone, of radio and hospital and television, gods of plastic and of beeper and of neon. Proud gods, fat and foolish creatures, puffed up with their own newness and importance. "They are aware of us, they fear us, and they hate us," said Odin. "You are fooling yourselves if you believe otherwise.”

“People believe, thought Shadow. It's what people do. They believe, and then they do not take responsibility for their beliefs; they conjure things, and do not trust the conjuration. People populate the darkness; with ghosts, with gods, with electrons, with tales. People imagine, and people believe; and it is that rock solid belief, that makes things happen.”

“America was, to them, the place that good people went to when they died. They were prepared to believe just about anything could happen in America.”