That is because they are actually focusing on the opposite of what they intend, they are reverse "Secreting" themselves. Using this " secret" is tricky.
You need your emotions incheck at all times because they are a creative force. You have to imagine your emotions getting where they want to be and then let go of that thought. Even if your old negative emotions come back you will get the positive feelings you have imagined eventually.
In my experience the secret works the best when you imagine feelings, not specific outcomes. Just tie outcomes to feelings, let the thought go and it should be a success or as close as you envisioned. People tend to get discouraged when a specific goal they have does not materialize, this neutralizes that and gets results.