the word "optimize" isn't in the book
the word "maximize" is in it twice, once in an experiment description:
We didn’t tell them what kinds of questions to ask or give them any other instructions—they could talk about whatever they wanted, however they wanted, to maximize enjoyment.
and elsewhere:
If you’re delivering constructive feedback, it’s also important to do so privately, not in front of other onlookers, to minimize feelings of embarrassment or shame, and to maximize feelings of safety and trust.
that's the only place minimize is in there either
But I bring good news from the world of science! We can learn to do conversation better—we can be more astute at assessing and adapting to the context, and we can be more mindful of our purposes and how they shape what we choose to say and do. And here’s the best part: learning to converse even a little more effectively can make a big difference—for the quality of your close personal relationships and friendships; for how you come across in your everyday interactions; for your professional success; for the impact your existence will have on the world.
this just isn't wrong in the way that any therapeutic method of "maybe let's just think about things a bit" will show improvement