
Hi there,
I used to love Winter with its crisp, clean air, weekends skiing in the Berkshires, and hot chocolate with peppermint schnapps after a long day on the slopes. Well, times have changed. Now, I'd much rather be scuba diving in 90-degree water than skiing in 10-degree snow. Instead of a hot Smuggler, it's a Rum Runner on the beach.
My switch wasn't about temperature or bad knees (I had them replaced). It's about doing what feels right at the moment. And just as I've traded my ski boots for flippers, I'm about to make a huge pivot in my marketing approach.
I've always played it safe—agreeable, informative, offering value without rocking the boat. But how far did that get me? Not far enough. I realized I was saying the same thing as everyone else (although, admittedly, much better 😂). By blending in, I felt myself disappearing.
It was time to take action.
What Is Anti-Marketing?
A bold new approach called anti-marketing challenges the idea that playing it safe is the best strategy. Instead, it's about taking a stand, asking provocative questions, and refusing to shy away from controversy.
This strategy isn't about being rude or offensive—it's about speaking your truth, challenging norms, and sparking conversations that matter. As a thought leader, this positions you as a disruptor, not just another voice in a crowded space.
Here's the catch: not everyone will like you. And that's the point. The ones who do will connect with you on a deeper level—and they'll become your most loyal followers. I've seen this firsthand when I embracing AI when others in the content industry lamented that it would be the "death of creativity." Those naysayers dropped away quickly—the creators who agreed with me or wanted to know more actively engaged with me.
If you're a content creator trying to build authority, here's the hard truth: blending in isn't working. To stand out, you need to challenge assumptions, spark real conversations, and be okay with losing people who don't align with your message.
Why Anti-Marketing Works
Thought Leaders Are Defined by Controversy People follow leaders who challenge the status quo.
Differentiation Creates Loyalty When you take a stand, you naturally attract people who share your values and repel those who don't. This builds a community of like-minded followers who trust and champion you.
Controversy Drives Engagement Social media algorithms thrive on bold, polarizing content. When you challenge norms, you encourage comments, shares, and discussions, amplifying your reach.
How to Apply Anti-Marketing to Your Business
Ready to embrace anti-marketing? Here's how to start:
Audit Your Messaging: Identify the norms in your industry and decide which ones you disagree with.
Craft Bold Statements: Build your messaging around disruptive ideas that challenge the status quo.
Embrace Criticism: View pushback as visibility. The right audience will appreciate your honesty.
Build a Tribe: Focus on creating a community that aligns with your values rather than pleasing everyone.
Track Engagement: Monitor your audience's reactions and refine your messaging based on the conversations that unfold.
The Journey Ahead
In the coming weeks, I'll be testing this theory myself. I'll be asking tougher questions, challenging conventional wisdom, and pointing out the truth about so-called influencers and their impact on LinkedIn. Follow my posts this week to see if this new strategy works. AND
PLEASE COMMENT SO THAT WE GET NOTICED.
I'm tired of blending in! Are you?
Let's disrupt the status quo together.
Warmly,

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