“Anything that isn't opposed by about 40 percent of humanity is either an evil business or so unimportant that it simply doesn't matter.” – Russell Baker, Born Aug, 14, 1925.
Whenever you're formulating a product, or even just trying to market an existing product, it's important to think about who will oppose it, and how many.
If the answer is zero, it doesn't mean it won't sell. There are plenty of successful mass market products that are offensive to none and opposed by no one.
But they aren't IMPORTANT to anyone.
I argue that opposition is directly proportional to how strongly your thing will be embraced by those who like it. The more people you can specifically exclude strategically, the more important your thing will be to those who are left.
There is nothing that can't be made more appealing to the RIGHT audience by making it more unappealing to the WRONG audience. That opposition is an attractor and enhancer.
The same way a teenager will like music more if it pisses off their parents.
The same way a red voter will like a candidate more if they piss off the blue voters.
The same way a fashionista might like an outfit more if they know it provokes reactions from their rivals.
That's why you need to figure out who it's safe to piss off and rile and push away, so that they will be opposed to what you're offering. Not everyone. And not just anyone.
But the right opposition can make all the difference.
Don't think ONLY about who your thing is for. ALSO think about who it's definitely NOT for.
Who would hate it?
Why would they dislike it?
Is it about the niche, the buyer, the product itself?
Are they “haters” or competitors or dead weight complainers holding your prospect back from the greatness they could achieve if they buy from you?
Show that potential for vexing one’s enemies or opponents to the people who would love your thing. Use that positioning to draw them even closer to you. Even while further pushing them away from what they oppose and reject.
<!—- lagniappe We love the vindication we feel when our oppressors and rivals get their earned comeuppance. We love to be able to tell the naysayers and haters “told you so” when we succeed despite their denials of our capabilities. Even though we know it’s wrong, we love it when the people that we feel superior to indeed suffer inferior lives to ours. So simply present ways in which your offers do that for your prospects. Who doesn’t want them to have this good stuff we are offering? How are they wrong? Who is saying your prospects don’t deserve this good stuff? Who wants to hoard it for themselves instead? Who else *really* doesn’t deserve it - not the way WE do? What are they doing to stop us from connecting - offer to prospect, solution to problem? How do we - the seller - work to thwart their plans to make us fail? How do we protect the prospect so they can make this important decision? How do we support them to help them make those jerkbags eat their words and rue the day they stood in our way? Don’t forget to give attention to the prospect’s opposition when it comes to your products and services. Give them a villain to act against - someone who is trying to act against them - even if it’s just the clueless others out there who just don’t get “it” the way we do. Forget them. It’s just me and you, kid. Let’s do this! —->