It takes more than just a passing thought; there has to be emotion behind it... which is probably another reason for all the claptrap of rituals and tools: it stirs the emotions. But again, with sustained thought, heightened emotions concerning it, and the full expectation in achieving the result, the result is assured. I've read that most people say that they tried a ritual for say, more money, and it didn't work. That's because they maybe spent 15 minutes doing the ritual... but they spent the rest of the entire day worrying about the bills coming in and thinking about how they don't have enough money to cover them! It's what you think of consistently that you get. Worrying is praying for what you do not want.