Remember v Don't Forget

Have you ever thought about how the words we choose can shape our outcomes? Let me share a true story that might change how you think about language, especially when it comes to getting the results you want.

Some years ago, I came across a remarkable man named Bob Nicholl. He spent years studying the power of words and how they affect the way we think and act. One day, Bob walked into a shop on a blisteringly hot day, only to find the owner struggling with ice sales. The sign above the counter read, “Don’t forget the ice.” Yet, sales were poor. Bob, with his knack for understanding language, offered a simple fix that transformed the situation.

He grabbed the sign, flipped it over, and wrote three words: “Remember the ice.” A week later, sales had skyrocketed. Why? Because Bob knew something many overlook: the brain often skips over the “don’t” in a sentence. When we say “Don’t forget”, people tend to focus on the very thing we're asking them to avoid. It’s like saying “Don’t think of a pink elephant.” What popped into your head just then? I bet it wasn’t a giraffe.

So, what’s the takeaway? Words matter, more than we realise. Saying “Remember” directs the mind towards action, focusing on what we want rather than what we don’t. It’s a small shift with a big impact.

Think about it in your own life. How often do we say “Don’t forget this meeting,” or “Don’t miss this deadline”? Now imagine swapping that for “Remember the meeting” or “Remember the deadline.” It’s positive, clear, and gives your brain a direction to follow.

The same goes for websites, emails, or conversations with colleagues. Instead of reminding people what not to do, why not guide them towards what they should do? It’s a subtle, yet powerful way to shift your mindset, and the results might surprise you.

So, next time you catch yourself saying “Don’t forget,” pause. Challenge yourself to rephrase it. You might find that remembering leads to better outcomes than you expected. It’s not about being perfect, but about being intentional with the way we communicate, and that small change could make all the difference.

My Experience - Enhanced by AI