In hypnosis, you guys have found that being for something is more important than being against something. What do you equate that to? Well, I equate it to what we talked about earlier about the salience network. It's been known for a long time that showing people of cancer destroyed lungs just turns people off. They don't want to check out. And whereas if you give them away to have immediate positive reinforcement and that’s turning down the salIENCE network, feeling good about something, not feeling bad, not feeling scared, feeling good, it makes you feel good to continue.

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