You can’t think about what you don’t want to think about without thinking about it. Think about it; better yet, don’t think about it, and you’ll get my point.
If your clients are more focused on what they don’t want, instead of what they do want, they will most likely be getting just that – exactly what they don’t want.
The Athlete who is constantly focusing on ‘not losing’ will typically lose more than the athlete who consistently focuses on ‘always winning’.