Are you obligated to disrupt someone else’s thinking?

All the time, we talk to people with opinions vastly different from ours.

  • Whether you believe the only healthy diet is Atkin’s, there is no higher power, red states all the way, or the only smart way to improve your standing in life is through personal branding, you no doubt have a few strongly differing opinions from that person you just talked to. But, where do you draw the line between making those differences an issue or not?

The old thought process was that you should give people as few chances to dislike you as possible.

  • Stick to only the kernel of your idea and nothing superfluous. That is a mass media mindset, but it’s also a mindset that is proven to pay the bills. I might only be able to charge $1 for my ebook, but if I can get 10k people to pay that, I can make it worth my time.

That is what we all strive for, right?

  • We have been raised and conditioned to think that bigger is better. More customers are better. I come out of college making $X, and five years later, I can expect to be making two or three times that. More money is better.

This is assuming my product is not worth more.

  • Entrepreneurs and many businesses underprice themselves for a number of reasons. They don’t have the confidence to stick to a higher price. They don’t know what to charge. Or, they think their product is worth less than it really is.

The new thought process is that you should give people reasons to dislike you.

  • The new thought leaders in entrepreneurship and personal branding swear during their keynotes, blog about getting crunk last night, and wear their religious or political beliefs on their sleeves, but they do this with purpose. They have abandoned the streamlined, mass media mindset in favor of building strong, deep relationships with the smaller groups of people, who have the same sets of beliefs.

Who do you find it easier to connect with, a blogger who just writes about one thing you care about or a blogger who rights about many things you care about?

  • The more touchpoints you have with a person and the more areas of affinity there are between you, the more likely it is that person will be dedicated to you. While attracting that person to you, you may have driven away 10 others, but will that matter if you can generate more income from that one highly dedicated person?

So, you have a choice to make.

  • You can polish your message and make sure you keep only to the kernel of your idea and nothing else. That will bring in the widest possible group, but it will be a low dedication group, a group you might only be able to charge $1/ebook. Or, you can disrupt someone’s thinking. You can make them question their own beliefs and whether they gel with yours. That will get you a much smaller group, but it will be a group that hangs on your every word and might just pay more for your products.

Do you have a mass media mindset or a mass dedication mindset?

Tags: , , , , , , ,

blog comments powered by Disqus