"Do not use jargon", or, "never apologize", work less well than "avoid jargon" or "avoid apologizing".
Better to give it something to do than something that should be absent (same problem with humans: "don't think of a pink elephant").
See also target fixation: https://en.wikipedia.org/wiki/Target_fixation
Making this headline apropos:
https://www.cycleworld.com/sport-rider/motorcycle-riding-ski...
