You guys are forgetting that &quot;Don&#x27;t be evil&quot; is interpreted by a part of the brain as &quot;Be Evil.&quot; That was a terrible slogan. &quot;Do the right thing&quot; is much better.<p>When we hear &quot;Don&#x27;t Be Evil&quot; there is a part of our brains that interprets the part about being evil, the concept of what evil is, and then the logic brain has to jump in and say, &quot;Now don&#x27;t you do that.&quot; It&#x27;s well known that telling people to &quot;Not smoke&quot; again and again will give them the urge to smoke. And telling your child to not do something will make them want to do it. Why? We believe it&#x27;s because on an MRI scan most of the brain will light up when interpreting the &quot;Smoke&quot; part (because the brain is conceptualizing what smoking is), whereas only a small part of the brain will light up when trying to apply the negation &quot;Don&#x27;t&quot; to that concept. If I told you to not picture a white bear....aha, you pictured a white bear!<p>If you want someone to do something, simply keep telling them not to do it.