Vickie Sullivan

Market Strategy for Thought Leaders

Resources  >> When to Take a Stand on an Issue

Written by: Vickie Sullivan  |  March 04, 2021

When to Take a Stand on an Issue

Sometimes you are forced to take a stand on an issue. How you do it, though, matters.
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Most of smaller shops have the privilege of ignoring groups they don’t want to work with. But should you alienate them? According to this CMO Council blog post, the answer is yes.

Move past the focus on consumer products in the article. Thought leaders walk a tightrope between being provocative and not generating hostility. The big question: Can you take a stand when every client counts? Yes, if done strategically. Two things to consider:

• Would they buy from you anyway? Many prospects look good on paper but can be a bad match from an approach/style standpoint. Taking a stand via online or content marketing before they approach you can help these folks self-select out. Will they bad-mouth you to their community? Maybe, but they don’t have direct experience with you, so their complaints will be limited to, “I disagree with them because….” (Chances are, you wouldn’t travel in their circles anyway.)

• Are they worth the hassle? When in growth mode, it’s tempting to take all comers. That approach can take a toll on your capacity to serve others (not to mention your mental health.) So, taking a stand works when you want to avoid attracting those who would be more problematic than the fee generated. It’s a great way to prevent those dreaded “I don’t want to work with you” situations.


Listen: How to Tell People You Don’t Want to Work with Them


Sometimes you are forced to take a stand on an issue. How you do it, though, matters. If done with finesse, you can put your values to work without sacrificing fun and profit. It’s important, therefore, to avoid knee-jerk reactions and think before you post.


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