"Learning to Love Math" by Dr. Judy Willis has an awesome subtitle "Teaching Strategies That Change Student Attitudes and Get Results".  Published by the ASCD (formerly the Association for Supervision and Curriculum Development about ASCD), how can Math teachers share their enthusiasm so that students will embrace the challenges and enjoyment of Math?  While this book emphasizes the utility of Math, Dr. Willis also points out ways and reasons for students to learn including convincing people that they can change their intelligence, supporting students in setting short-term and long-term goals and reducing mistake anxiety.  She also recommends teachers/parents sharing their own stories of learning including tales of endurance and fortitude.