- Lyrics by Johnny Mercer and Harold Arlen

 

 

     When it comes to communicating ideas, the most effective method is just the opposite of the lyrics in Mercer and Arlen’s show tune.

 

     The author has coined the term Positive Negativism to mean the best way to be positive is often by being negative.

 

     This is a controversial suggestion today because the positive POV is in and the negative POV is out. It’s as if everybody is so “New Age” they’re afraid to be negative.

 

     This solution was effective in the author’s “Never Let ‘em See you Sweat” campaign for Gillette’s Dry Idea antiperspirant.

 

     The author also offers the USMC slogan “We’re looking for a few good men” as a very effective negative line in action. He goes on to suggest the Army would have better luck if they said, “Don’t be all you might be,” instead of the positive Army slogan that says, “Be all that you can be.”

 

     The conclusion reminds the reader that “Accentuate the positive and eliminate the negative” worked in the old song, but when it comes to communicating ideas it’s just the opposite.