Thinking and Doing: The Challenge of Effectiveness

This chapter proposes the De-sign notion of effectiveness as an alternative to the hegemonic notion of efficacy. If the latter is based on results, the former is related to a processual experience permeated by unexpected desirable outcomes. In hypnosis, effectiveness can integrate efficacy and simultaneously emphasize the role of processes such as imagination and feelings in hypnotic processes. Through two case studies of chronic pain and psychological asthma, the article discusses some perspectives from Erickson and Freud, considering the possibility of an understanding based on effectiveness. Imagination, integration, intentionality, autonomy, otherness, and belongings (Ethos) are some notions utilized in this discussion, being considered fundamental for effectiveness in both case studies. These notions involve processes related to new modes of agency and creative relationships between ego and self. The chapter also highlights that, as a De-signer, the therapist will also be in the process of rebirth, especially regarding the teleological processes his life is guided.