I Don’t Give A Shit About “Bad” Publicity And You Shouldn’t Either

To my aspiring leaders our there, I bet you’ve never seen influence without conviction.

I bet you’ve never seen an opinion without opposition.

Imagine a world where Gary Vaynerchuk didn’t say things like “Nobody gives a fuck about your feelings bro”? No seriously, look:

https://www.youtube.com/watch?v=APDS_-cICyA

Would he be where he is if he softened up?

What about Chelsea Handler, who has made a career out of being outspoken and opinionated?

Would Daniel DiPiazza be on his epic come up if he was always agreeable?

No. None of these people would be successful if they laid down for every opposing opinion to walk across them unscathed.

And with all of this proof of the contrary people still believe it benefits them to be agreeable, politically correct robots of the socio-emotional machine. “Watch your step” they say. “You don’t want a PR nightmare.” they plead.

But how do people know you if you have no opinions?

How can I trust you to be my leader if you have no conviction?

A walking PR nightmare is the current U.S. President-elect. Over 13 million people chose him as their leader. Talk about volumes.

There is no such thing as “bad” publicity. It’s all in your head. It’s a personal insecurity that it would greatly benefit you to let go.

I’m not telling you to piss people off for the sake of attention, though there’s surely a market for that (sorry ‘murica).

I’m saying don’t be afraid to stand for something. Don’t be afraid to crusade for your target audience, both along side them and against them when they aren’t crusading for themselves.

That’s right: tell your clients, your readers, your customers when they’re wrong.

You’re the expert. Be the expert. Be the leader. Challenge ideas. Call it how you see it.

Walk in your own direction, with confidence, to afford people the opportunity to even begin following you.

Fight for their success and don’t worry about being pretty while you do it. Just let it be known and seen in an obvious manner that everything you do is to make those peoples’ lives better. Protect them from their opposition, even when they’re their own worst enemy.

They’ll see you, the real you, and love you for it.

Anyone who gets upset and follows someone else isn’t in your target audience. Don’t worry about them.

A Small Guideline

The next time you’re wondering if it’s okay to say something in the public view ask yourself two questions:

Is it true?
Does it help your target audience to say this?

If both of your answers are yes, cut your insecurities loose and take the risk. You won’t regret it.

Why So Many People Buy Into Religion, Relationships, and Family

Have you ever wondered about that? Why society takes to these concepts, many of which seem so inorganic and out of place in humanity if you really think about it.

Little about science agrees with religion.

Little about our natural behavior patterns as a species abides with the notion of one life parter.

And I don’t know about you, but I celebrate and share more with my friends than I do my cousins, aunts and uncles.

The answer: people buy into religion, relationships, family, and anything that’s being sold because it relieves pain.

Some of the biggest industries to learn marketing from you probably didn’t even realize were industries, but Churches make money, Wedding Planners make money, and Family Counselors make money (as do hotels during reunion time). And none of these are “trends” or “fads”. They’ve been here, and they’re staying. You should learn from them.

People invest in religion because it offers a result that relieves a profound pain. The fear that everything just goes dark in the end. Feeling like you could spend your entire life making something of yourself on earth for it to be worthless after death.

Whether it’s reincarnation or Heaven, religion tells you there’s more to your existence than this life you’re living now.

People invest in relationships because they offer a result that relieves a profound pain-loneliness. You look around at all your friends in relationships. You see the cure to loneliness they’re getting and gear up to pay the same price they pay without even considering an alternative.

Tack on the long term goals–the human aversion to growing and dying alone–and here lies the ever common longing for marriage.

People invest in family because it offers a result that relieves a profound pain. Your family is the group of people that’s supposed to accept you and love you no matter what. Even the best friends turn out to have love for you that’s flaky and conditional. But you make it home for Thanksgiving and the same cousin is there that gives you shit and threatens to fight anyone else who gives you shit.

There’s something safe in that, something warm that feels like home. Family is a code a group of people abide by that helps you feel like you always have someone, even when you have no one.

You don’t sell a product or service because it’s cool, because it’s pretty or based on what the benefits are. You sell a product based on what pain it relieves. You disrupt a market because you’ve helped a massive amount of people with a similar pain point, not because you thought of the coolest idea.

How are you relieving pain?

 

The Market Didn’t Kill Your Business. You Did.

Every business flop is a result of a lack of resilience.

 

Your business didn’t fail because of a crap product, or bad service.

 

I think that’s what a lot of people have a hard time understanding. What their business is founded in:

 

Your business isn’t your product or your service. Your business is the result you bring to people’s lives.

 

Which means your business doesn’t die unless you stop engineering results for your market.

 

So you dreamt up this big idea for a product that you didn’t validate. You create a business based on this invalidated product, you take it to market and it doesn’t sell.

 

And to you, that means your business is dead. It’s actually those words coming to fruition in you that kills your business.

 

Wake up.

 

Your business didn’t spontaneously combust in opposition with your best effort.

 

Your business is too young to not bend to your whining and giving up.

 

There’s a difference.

 

You still have room to learn a lesson and execute the original intended result for those same people who told you no before.

 

How?

 

You go back and test other products that deliver the same result, validate it. Model your success from what’s already succeeding in your market. You launch again, and you sell.
 
If you lacked resilience in your execution the market didn’t kill your business.

 

You killed your business.