Jim Flick's "On Golf" aims to unlock a golfer's hidden potential by addressing both technical skill and mental fortitude. The book posits that every player, regardless of current ability, possesses untapped capacity. Flick guides readers through understanding their limits, developing effective practice routines (sometimes without hitting balls), and cultivating a strategic mindset on the course. The core argument is that playing golf should be an intuitive process, not a struggle, and this book provides the tools to achieve that balance.

The book is presented as a guide for golfers seeking to improve their game by focusing on both technical execution and mental approach. It emphasizes unlocking a player's potential through understanding their limits and developing proper practice and on-course thinking strategies. The approach aims to make playing golf more intuitive and less of a struggle, ultimately leading to lower scores. The author's expertise is highlighted as central to this guidance.