Emotional impact requires an experiential orientation, which was central to the approach of Milton Erickson. When the goal is emotional impact, a unique, heuristic grammar is needed that is decidedly different from the algorithmic grammar of providing didactic information. To learn science, one needs information. To change mood, perspective, and state, one uses a grammar that is central to the arts. By harnessing the grammar of art, emotional impact can be facilitated for therapy, work and relationships.