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Articles & Ideas


Re-evaluating the Apex problem

Important Note: This article was written prior to 2010 and is now outdated. Please use my newest advancement, Optimal EFT. It is more efficient, more powerful and clearly explained in my free e-book, The Unseen Therapist™.  Best wishes, Gary

by Gary Craig

It's time to re-evaluate the Apex Problem.

For those to whom this is a new term, the Apex Problem is a name given by Dr. Roger Callahan to the seemingly strange notion that many clients don't give credit to the tapping procedures for their results. Instead, they tend to "explain it away" or ignore its impact almost as though it didn't happen. Dr. Callahan describes the reason for this in terms of brain functioning.

In my experience, the REAL problem with the Apex problem is that many therapists have simply accepted it as something unusual that is unique to the tapping procedures. It is often considered something that just happens and there's not much that can be done about it.

What a limit!

In the business world, the Apex problem happens with great regularity. It is the simple idea that people won't buy what you are selling unless it fits within their belief systems. All the logic in the world is useless unless your product (healing in this case) "plugs in" to their existing frame of reference. To violate this is to commit business suicide.

Let's look at an example. In Stephanie Rothman's recent post she said:

"The circles that I run in are fairly metaphysical, and because of that, I run into little resistance when discussing or demonstrating EFT. I have even done an alternative health-expo with my barter group with excellent results and leads. This is what I am used to."

For this group of people there is no "Apex problem" because EFT already plugs in to their beliefs. If all of our clients came from this frame of reference then we would have little or no problems with client acceptance.

Stephanie then goes on to describe her experience with people at her gym (different belief systems than those from her metaphysical circles) and has this experience:

"Except for the Chiropractor next to me and the massage lady in the corner, all the people that I did EFT on were uncomfortable with it! I HAVE NEVER RUN INTO THAT BEFORE. The Apex Effect in all its glory!"

We can all learn from Stephanie's experience and I commend her for sharing it. The Apex problem isn't a problem in and of itself. It is simply a message to us that we must change our ways and adapt our delivery to fit within the client's beliefs. Several insightful posts have offered ideas along these lines. I look forward to more of them.

Cheers, Gary


Explore our newest advancement, Optimal EFT™, by reading my free e-book, The Unseen Therapist™. More efficient. More powerful.