Since IPDE5 came on the scene as a specific treatment for erectile dysfunction, there has been an enormous amount of information regularly provided on the subject in the media and the medical world. And yet despite all this publicity, sexual dysfunction remains taboo today and a significant number of patients remain untreated. It is important to motivate patients to take action or change their lifestyle or their mindset. Motivational counselling is an approach focusing on the person, particularly the concerns and opinions of the subject, gradually starting to introduce the subject of change whilst facilitating communication to bring about change as a natural process. Motivational counselling is therefore founded on being able to listen and comment where necessary (identifying discordance, talking about change, improving self-esteem), but patients need time to change, and the patient's time and the doctor's time need to be in tune.