I found a very interesting video on Ted : http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html
It's about how leaders expose theirs ideas. The interesting point is how the speaker compare it to the structure of the brain : the why, the need, is connected to our repitilian brain, the how , the action is connected to our mammal brain, and the what, the function, is connected to our sapiens brain.
I guess we can use this kind of communication into hypnosis, for better result .
Do you share my opinion after watching this show ?