Changes

== Heap 1988b ==

== Heap 1988b ==

There is ... another growing market, namely those wishing to learn the skills of therapy... Indeed, in Britain at least, it is usually more lucrative to teach therapy than to actually do it with patients.... With this more attractive market in mind, therefore, the product has to be created and presented to appeal first and foremost to the learner - i.e. the would-be therapis - rather than the patient.  I contend that NLP and Ericksonian therapies have been created very much in this mould.  Firstly observe, as I mentioned earlier, how the product itself is advertised.  We are told that by learning to use NLP we will be well-nigh capable of performing miracles on our clients. Note, also, how there is always something new on the market, some workshop coming up offering us YET EVEN MORE ADVANCED TECHNIQUES, or some book that gives the very latest word in Milton Erickson.  Secondly, observe how the authors or trainers are advertised - wonderful, gifted individuals, sometimes even described, as noted earlier, as 'magicians' or 'wizards'.  'Knew Milton Erickson' or 'worked with Richard Bandler and John Grinder' appear to be strong selling points.  Finally, notice now NLP training is offered to such a wide range of people, unlike hypnosis which traditionally has been jealously guarded as the property of the few.  Why this difference? A cynic might say that if your product has been designed for patients, then you will want to restrict those who have been trained to dispense that product, so reducing competition.  But if your product has been designed to be taught, then you don't want to limit your market by only offering it to restricted groups.

"There is ... another growing market, namely those wishing to learn the skills of therapy... Indeed, in Britain at least, it is usually more lucrative to teach therapy than to actually do it with patients.... With this more attractive market in mind, therefore, the product has to be created and presented to appeal first and foremost to the learner - i.e. the would-be therapis - rather than the patient.  I contend that NLP and Ericksonian therapies have been created very much in this mould.  Firstly observe, as I mentioned earlier, how the product itself is advertised.  We are told that by learning to use NLP we will be well-nigh capable of performing miracles on our clients. Note, also, how there is always something new on the market, some workshop coming up offering us YET EVEN MORE ADVANCED TECHNIQUES, or some book that gives the very latest word in Milton Erickson.  Secondly, observe how the authors or trainers are advertised - wonderful, gifted individuals, sometimes even described, as noted earlier, as 'magicians' or 'wizards'.  'Knew Milton Erickson' or 'worked with Richard Bandler and John Grinder' appear to be strong selling points.  Finally, notice now NLP training is offered to such a wide range of people, unlike hypnosis which traditionally has been jealously guarded as the property of the few.  Why this difference? A cynic might say that if your product has been designed for patients, then you will want to restrict those who have been trained to dispense that product, so reducing competition.  But if your product has been designed to be taught, then you don't want to limit your market by only offering it to restricted groups."

 

 

== References ==

== References ==