Many writers use this type of wordplay, for example Seth Godin in a recent post:

Just because it’s easy to measure doesn’t mean we should (and the opposite is even more true).

It can be a nice word play, but maybe it is me, I find it hard to understand. I actually need to reconstruct the opposite sentence, “read it to myself", and then go back to the original one.

When you use it, use it as a last sentence somewhere (like Seth did), to give the audience a little brain teaser.

Photo by Andrew Shiau on Unsplash