Braid passionately emphasised the scientific approach to hypnotherapy. He based his own method upon well-established or common sense principles such as the effect of expectation and vivid imagination, the role of social imitation, and the power of focused attention to increase the effect of certain dominant ideas. These are also emphasised in the modern cognitive-behavioural theory of hypnosis. Braid's down-to-earth approach therefore provides an ideal foundation for modern scientific study of hypnosis and practical hypnotherapy.