The more I look at and think about cognitive behavioural therapy, the more I become persuaded that it is way less complicated than it sounds, but at the same time, quite a powerful way to change someone’s mind and/or behaviour.

In an odd way, it’s like academics and researchers are catching up to business, discovering that it’s possible to influence thinking in others using methods such as speaking with people, or sms’ing them, then applying the term cognitive behavioural therapy, when in actual fact, it’s just advertising (or promotion, or whatever well-worn and proven marketing modality best applies).