Do you like pineapple on your pizza?
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Do you like pineapple on your pizza?
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Margherita pizza exists because it offends no-one. It’s the choice you make when you don't know what everyone wants.
Pineapple pizza, on the other hand, is polarizing. People either love it or hate it. Which is why it works as positioning - the people who love it really love it.
When we try to appeal to everyone, we create messaging that could apply to anyone. We put out content that avoids taking any position that might be controversial. In short, we become a collection of platitudes.
But buyers don't choose platitudes.
Our commercial opportunity exists in the margins, not the middle. It exists in being specific about who we serve and how we serve them. Not in a niche-for-the-sake-of-niche way, but in a way that makes our point of view clear.
Pineapple on a pizza? No way. But it's not made for someone like me. It's made for someone else. And that's OK.
The Cognitive Marketer
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