This book is about how you treat clients, there are two kinds of clients: there are clients that come which I basically think of repair cases, there is something wrong and they want to fix it and there are those kind of clients that want to be optimized, they are good at what they do, but they want to be ever so much better, they want to broaden their horizons, so to speak; we have athletes that come in, baseball pitchers who want to be able to throw a fast ball faster or different kinds of curve balls, or they want to be consistent in their performance, I have had golfers that want to cut strokes off their game and I consider that, in some form, different; if you have somebody that wants to learn to spell they cannot spell because there is something wrong with them, they just do not have the right strategy so they need to be optimized, they need a mental machine that will acquire information and remember it and it's not that the model in their head had something wrong with it, the model in their head that represents the world doesn't acquire the information that they need.