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From Larry Lytle's introduction, pp. 20-21:
THE COMMAND TO LOOK imparts no technical information whatsoever.

It is best seen as a treatise on the use of psychology and visual perception to construct a picture. Early in the book, Mortensen instructs the reader that 'any picture that "goes places" does so by following a definite psychological formula.' The 'formula for picture success' which he then explicates is actually a primer on how to use the brain's hardwired receptors to manipulate or control the viewer's interest in and reaction to a photograph.
"Although he never specifically states which branch (or branches) of psychology provided the basis for his claims, Mortensen seems to have been influenced by Carl Jung's theories concerning the collective unconscious and archetypes.

Mortensen conceives this in a broader category, identifying it with an inborn and subliminal respon