A Dr. told a patient who broke bones in their hand that they could have surgery or work the bones back in place the way the hockey players do it. The reference to hockey players was equivalent to the Dr. saying:

“This path to recovery should only be chosen if you’re tough and can handle excruciating, at times, unbearable pain.”

The patient, who I know well, decided to take the hockey player road to recovery, fully aware that it would be painful. This decision fit the perception I have of them as someone who is “tough” and takes the road less traveled. It is no surprise that when the path to recovery gets painful, they remind themselves that this is the way the hockey players do it, which seems to make the pain bearable.

The options could have been explained as surgery or non-surgery, but making the connection to hockey players creates a perception that people are familiar with. The Dr. used the power of connection to help the patient make a decision, possibly without realization of their brand technique.