For example, I had/have a blog with the tag line, “a practical guide for serving others,” which is what the blog is all about. I read (I think from Seth Godin), though, that while positive statements carry lasting results, negative statements ignite more immediate response. So I began to think of what the negative version of my tag line would be. I discovered that, in my mind at least, the opposite of serve is suck, like “You suck,” totally not helping anyone. The negative tag line then might be “a practical guide for not sucking.”

This simple exercise helped tremendously in understanding what I really wanted to pursue, so I can totally see how your/Scott’s exercise could help as well. So again, thank you. I’ll probably post a similar (to your) list on my personal blog within the next couple days.

Marshall