An interesting side effect of the overall down position for the global market is that so many people are afraid to take risks, and therefore go with “sure things” that are pretty assured to bring in at least some level of return. The only problem with this is that when you go for sure things in content, business, products etc you often times only create a mediocre product as a result of trying to appeal to everyone.
Polarization is a GOOD thing.
Does your product/service really turn some people off? Great start. The best products and/or services in the world completely turn one subset of their potential audience off, but make another subset fall in love with the product. By doing this, you create loyal customers who covet your product and ultimately end up championing your product/service to others that would similarly find it of interest. A perfect example of this is the “Chelada” product that combines Bud Light (or Bud) with Clamato, I personally find this product absolutely HORRID. However, that being said a few people in our group that tried this product simply couldn’t get enough of it and made another trip back to the store in order to stock up for the weekend.
What if we had all found the Chelada as just “ok”? We certainly would not have taken the effort to go back and buy mass quantities of the product, and you can bet your house that they will be telling everyone they see about how amazing they find the drink. And while neither I, nor someone else in our group had any interest at all in ever drinking the product again the company will have a net positive gain through the devotion that the passionate customers bring to the table.
So the question is, how are you going to make your product polarize customers into loving or hating your product to ensure that those who DO use your product/service will be passionate about it, share it with others and become a lifetime customer?
