How to use negatives better

Three important ideas for using negatives better:

1) Uncover the benefits of starting with what you don't want

2) You need to match other people (with a negative) before you can get them to shift to a positive

3) The brain naturally weighs loss more than gain; it takes an effort to focus on the positive (when you start with a negative, you can lend someone some of your willpower so they can make a shift)