The Power of Polarization

It can be tempting to try to appeal to everyone. We don't want to alienate potential customers, so we play it safe and avoid taking a stand.

This is a mistake.

When you try to please everyone, you end up pleasing no one. Your message becomes bland and forgettable, and you fail to connect with anyone on a deep level.

Polarization is the act of intentionally taking a stand that will repel some people and attract others. It's about planting a flag and saying, "This is what I believe in."

The benefits of polarization include:

• It attracts your ideal customers. The people who agree with your stance will be drawn to you like a magnet.
• It builds a loyal following. When people know what you stand for, they are more likely to become passionate advocates for your brand.
• It makes your marketing more effective. A clear and controversial message is more likely to get noticed and shared.
• It shortens the sales cycle. Polarization forces people to make a decision. They either love you or they hate you, but they can't ignore you.

Don't be afraid to be the pistachio ice cream in a world of vanilla. The people who love you will love you all the more for it.