When discussing the issues that make a proposal more compelling than others,
it is important to realize that there are two distinct modes of presentation: a positive
spin and a negative spin. Each is equally successful, but great care must be taken
not to mix the two elements because such combinations fragment the proposal and
blur the rationale that the proposal is unique and superior to the others. In actuality,
the two opposing viewpoints have the eff ect of canceling each other out.