Why do my patients reject treatment plans that obviously make sense? Because you think they are making a logical decision, and they are not. Most dentists believe they present sound dentistry and the patient weighs it rationally and says yes or no. Then they are baffled when patient after patient walks away from the smart, obvious plan. Here is the truth dental school never taught you. The intellectual decision only arrives after a stack of emotional decisions has already been made. If the patient is not emotionally engaged first, the logic lands on deaf ears. So stop leading with clinical facts [...]