3 drug-free labours here. I am very lucky and don't feel any contractions until quite late on - but once they start, they get very strong within minutes - so my experience is only of late-stage, strong contractions.
I found the best way to deal with them was NOT to try any distraction techniques, but to give myself up to the contractions completely - kind of lose myself within them. A calm and quiet environment definitely helps, but since the delivery room isn't like that, I closed my eyes and blocked everyone out. Each contraction felt like a wave, and I went with it (almost like I was a little boat bobbing on the crest of the wave) up to its crescendo, then got a (quite blissful sometimes) sense of relief as it ebbed away again.
That worked really well for me right up to transition, when I lost all focus and yelled and screamed a lot, but more in frustration than in excessive pain in a way (the feeling that its NEVER going to stop). But that passes, and for the second and third births when I knew that the feeling was transition and it WOUD pass, it wasn't so overwhelming.
I think that any 'technique' that you have to think consciously about is counter-productive, you need to lose yourself within the experience and let your body, hormones, contractions etc. do the work without your mind.
I'm only speaking about births where it's all going well, of course, I know that not everyone is lucky enough to have that. Also, I don't think that you can make any birth go this way with positive thinking, but if you are having the right sort of birth, then letting your body work by instinct, not intellectual thought, really helps.