The current test the government uses in India, in which patients' spit is examined under a microscope, detects the disease in only about half of the cases but is used widely because it is cheap and relatively easy to perform.

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Going up against entrenched interests is never easy, and Castlight has to perform a delicate dance, collaborating with insurers to pry loose the claims data it needs to serve its self-insured customers, while at the same time disrupting the status quo to stake its ground.

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It is also not easy to book the immensely popular (and expensive) talent to perform for the interested guests.

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Or, envision an easy-to-use software package that lets a building owner perform virtual energy audits at a fraction of the cost of in-person audits, so real savings are calculated instantly, building upgrades launched sooner, and construction jobs created faster.

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As Creswell puts it, self-affirmation provides "an easy and portable strategy that you can roll out before you enter a high-pressure situation where you are required to perform well, " whether it's engaging in public speaking, readying for an important exam or giving a critical presentation to your boss and her boss.

CNN: Boost your capacity to cope