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  • Ice Chip #341

    The first Ice Chip was published on February 17, 2009 and has been shared on a weekly basis since. Ice Chips are my way of sharing my passion for utilizing the fundamental tenets of Remember the Ice.

    Well, let’s go back to the very beginning and have another look at the story that started this paradigm shift. When you read it again, you will find yourself nodding in agreement. Go a step beyond and utilize the concept to shift a message in your business or personal life – today.

    The Story

    It all began on July 23, 1991 — at 10:07AM PDT

    In a convenience store on Northern Avenue in Phoenix, AZ, the manager had placed a couple of signs above his cash registers. His intention was to encourage his patrons to buy more ice during the hot desert summer. I lived across the street from this store and came to know him. Rick was working one day as I made a purchase. This time I paused and asked him how his ice sales were going. I am intrigued by word choice and the resulting behavioral outcomes.

    You see, the signs above the cash registers read:


    I asked Rick how sales were going. His reply was less than favorable. I paused and asked if I could make a suggestion. I mean, after all, this was Phoenix—in the desert—in the middle of the summer. (110+ degrees in the shade)

    “Rick, do you have a couple of pieces of paper and a magic marker?” I inquired. He gave me the items and I quickly made two new signs for him.


    I left with a knowing smile and purposely stayed away for about a month. When I went back to the store, I spoke with Rick about his recent ice sales. “What did you do? My sales are up over 500% in the last 30 days!!”

    I smiled and asked him a simple question: “If I say to you: Don’t think of the color blue. What color are you thinking of?”

    “Why blue of course” he replied.

    “Of course.”

    Now if I say “don’t forget the ice”, what will you forget?

    “Hmmm… the ice.“


    Have a great week.

    Empowering Regards,


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