Origins #67 - Do you have to polarize?
Hacking culture and reaching your people
In this series we are documenting the journey of building DULO, starting from Day 1. Every week we publish a new chapter that takes you behind the scenes of our process. With every article, we want to provide value to you, the reader. We share the success and failures, the opportunities and the challenges that we face while executing our vision.
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They all leverage the power of strikingly polarizing opinions and being loud about them to get attention, as well as to reach their core audience.
Each of those is a case study on its own, but to run through them, each one has a narrative (or narratives) that they stand behind, repeating them loudly on multiple platforms and mediums.
Some are more consistent such as Basecamp's stand on the negatives of the "Silicon Valley mindset", or Nassim Taleb's favorite group of "Intellectual Yet Idiots (IYI)". Others, change depending on the situation that narrative can be used for benefit. For example, Donald Trump's various labels throughout his presidential campaign - Crooked Hillary (Clinton), Lyin’ Ted (Cruz), Low Energy Jeb (Bush) etc.
The VC’s search for unicorns.
The WWE also knows how to use this tactic to create attention around a so-called "heel", or a bad guy that is supposed to create the dynamic of shifting the audience to hate him and therefore root for the "baby face", or good guy, that is getting the current "push" up the ranks of the superstar roster.
We experience our own little micro version of this when we strongly stand behind the argument that more people should be starting their own thing, rather than complaining, or being unhappy about their current employment situation.
We are still figuring out how to phrase it, with the first iteration being "Life's too short to be an employee". We do realize that the phrasing of that needs to be improved as there is a low % of people that are indeed happy employees.
“Low %” being the key part of that sentence since we believe that the larger % of people out there are not positively emotionally invested at their current position.
What our messaging aims to become is to respect and congratulate the low % of folks that are happy employees, that might benefit from our products, but focus our communication and content around encouraging and enabling people that are not content with their current employment paradigm to do something about it.
This is also our truth, given that DULO is the project that will get us financially and more importantly time, location and decision independent.
Hopefully, by sharing our process we can build an authentic voice in this sphere and by being loud and consistent about it, reach our core group of people that we can provide the most value to.
When standing behind an opinion firmly, there is always a risk of offending someone, but as long as the intent is good I see it as an opportunity for an interesting conversation.
What's the opinion/position you are passionate about?