January 10, 2018

The Emperor Has No Clothes

Standing out from the crowd is a great way to get noticed by ideal clients. And it’s a great way to justify higher prices.

Being meaningfully different from the undifferentiated masses gives you something to compete on besides prices. You become a category of one. In a sense, a “monopoly of you.”

A couple days ago, I suggested taking a contrarian stance as one way to stand out from the herd. I gave these as examples:

It’s not enough to just negate a widely accepted assumption just for the sake of it. You have to be able to defend your position.

Here are my defenses of the five contrarian statements above:

Before you hit reply and start arguing with me about any of these, recognize that that is exactly the point.

It’s a requirement that the majority of people disagree with your contrarian stance. Otherwise, it’s not contrarian. If everyone agrees with your position, it’s safe. Safe equals boring. And boring equals invisible.

So yes... you will be attacked by people who disagree. But if you have a defensible argument, you can sleep well at night knowing that you’re not a troll and that the haters simply aren’t your ideal clients.

The upside is that you will be loved by the minority of people who get it. The ones who’ve always subconsciously felt just like you do, but had never been able to articulate their feelings. Or never found the courage to speak up about it.

These fans are your ideal clients. And they won’t be the type of folks who try to beat you up on price.