Burkeman opens by critically examining the mainstream self-help emphasis on relentless positive thinking, arguing — drawing on psychological research and philosophical traditions — that this approach often backfires, increasing anxiety by creating a constant, effortful struggle against unwanted thoughts and feelings.

Key critique he develops:

• Research on "ironic process theory" suggests that deliberately suppressing negative thoughts often makes them more persistent and intrusive, undermining the basic mechanism positive thinking relies on
• Burkeman argues the positive thinking industry's implicit promise — that enough effort and the right mindset can eliminate insecurity and negative emotion — sets people up for a losing battle against inevitable, fundamentally human experiences
• This critique sets up the book's central alternative: rather than fighting against uncertainty and negative emotion, a healthier approach involves developing a different relationship with them entirely

This opening critique establishes the book's contrarian premise, distinguishing it from conventional self-help advice before introducing its own alternative approach.