Fixed ideas underpin Hypnotherapy in how they affect us, because they are based in the subconscious (seat of emotions). Fixed ideas form concepts, which grow in strength to become attitudes. Attitudes (a settled way of thinking or feeling about something) stimulate visual imagery, which excites the imagination and creates powerful feelings of desire. When your desire grows strong enough you begin to take action. A session aims to assist in transforming a client’s negative fixed ideas to positive one's.

Put simply if you change the way you think, you change the way you feel, if you change the way you feel you change your behaviour which brings about a different experience and feed back loop. The key detail is working the imagination as a person only responds to the pictures and words in their head, see how the mind works.