"In this book, Pearl explains why misperception is so common in medicine, both for patients and physicians. Solving the challenges of health care today including excessive costs, poor quality and the lack of convenience will require an understanding of this phenomenon, and an approach that aligns health care delivery with up to date information and data. It emphasizes the power of context, and how through integration, prepayment, information technology and physician leadership, superior outcomes can be achieved. It draws on other industries and companies like Amazon and Uber that were able to overcome customer fear, and shift perception, and provides a roadmap for the future"--