“I tried positive thinking, but it didn't work. - Okay. (laughs) - So what happened? She says, well, I had a headache and I said, no, headache, no, headache, no, headache, no, headache, no, headache, but it didn't stop. So what was wrong in that picture? - Yeah. - No, it was a negative word. Headache, you reinforced, you don't just say headache, headache, keeps saying it until you get one, you know.”