Written by: Vickie Sullivan | October 27, 2022
Going Rogue: How to Position an Opposing View
This oldie-but-goodie Fast Company article is a great example of how to position an opposing view—go against the status quo. In it, the author makes the case for ugly design.
Move past the design focus, though, and consider the strategy the author takes take. In the competitive landscape of content marketing, going rogue is everywhere. That means to stand out, you must do more to position the opposing view. Here’s a two-pronged approach that works better now:
• Things have changed. This has a one-two punch: Describe why the status quo worked in the past and then what changed to cause it to no longer work. This context draws in folks who like the old way by not making them wrong. And it gives them an off-ramp to change their minds. It also co-opts those who were excluded.
• Couple the new alternative with the greater good. In this case, the article notes that “ugly” design now represents inclusiveness and “democratization.” It celebrates “flaws” by redefining them in aspirational terms. This creates the emotional motivation to change. Using examples of current innovators also lowers the risk of adopting the new perspective.
Listen: Where to Find the Best Targets to Oppose
Advocating against the status quo is reaching oversaturation. Going rogue has entered the “eye roll” stage where providing an opposing view isn’t enough to stand out. For those who take this route, you need to sharpen your message.
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