What Peale peddled was “a certain positive, feel-good religiosity that demands nothing of you and rewards you with worldly riches and success,” said Princeton University historian Kevin Kruse, the author of One Nation Under God: How Corporate America Invented Christian America. “It’s a self-help gospel … the name-it-and-claim-it gospel.”
And for Donald Trump, the attraction to Peale did not diminish with time. Even as more traditional theologians derided Peale as more huckster than holy man and intellectuals mocked him as a lightweight, Trump in his 30s remained a staunch Peale adherent.
Peale, then nearly 80 years old, officiated Trump’s wedding in 1977. In 1983, shortly after the opening of Trump Tower, Trump credited Peale for instilling in him a can-do ethos. “The mind can overcome any obstacle,” he told the New York Times. “I never think of the negative.” The feeling was mutual. In the Times, Peale called Trump “kindly and courteous” and commented on “a profound streak of honesty and humility” he thought Trump possessed. Trump at the time was newly ascendant, and the influence of Peale coursed through his aspirations and interactions. “If you’re going to be thinking anyway,” he wrote in 1987 in The Art of the Deal, “you might as well think big.”