The brain is massive. If it was an iceberg, the tip (the bit we can see above water) would be the conscious part, the rest (hidden beneath the waves) would be the unconscious part.
The unconscious brain is unable to process or understand negatives. So, if someone says "We don't want to end up in the conference", the unconscious bit of our brain hears "We want to end up in the conference".
"So what?" you may ask.
The answer is that our unconscious brain does the foundation work and is the key for our conscious brain...so what we tell our unconscious is what we then achieve. In the example above we've told the unconscious bit to work on telling the conscious bit to do things to make us end up in the conference. What we need to say is, "We're staying up and want to climb up League 1.
Oh, and we want to win the FA Cup!!
