People are like magnets. They are drawn to the positive and are repelled by the negative. It’s an important principle to understand when you are trying to get people to follow your direction.
Good leaders phrase their appeals in positive terms. Even when they’re criticizing subordinates, they appeal to them in a positive way.
Some years ago a shoe manufacturer ran an ad on slippers. The headline under the picture of the slippers read: “Keeps feet from getting cold.”
The ad was a flop. Then the ad manager changed the headline to read: “Keeps feet warm and comfortable.”
Sales picked up immediately!