Most sex therapists place considerable importance on sexual communication, which can be surprisingly poor in many couples. Many people assume that sexual needs and preferences should not have to be explicitly stated and thus shy away from direct communication. Some women are embarrassed to directly state their desires, fearing they would appear unseemly or critical of their partner. Likewise, many men feel pressure to know how to please a woman without necessarily being told. Enhancing sexual communication between partners can be a quick and easy way to improve the quality of a couple’s sexual life.