ASH AMBIRGE

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Make 50% of the Population Hate You

In: Book Publishing, Branding, Marketing,

“Make 50% of the population hate you.”

My editor reminded me of this the other day when we were talking about the main argument of my book. (And then I immediately wanted to tongue her.)

Because that’s what arguments do, after all: they stand in opposition to something. They take a stand, plant their flag, and proclaim something they believe to be true—that, by design, not everyone will be able to agree with. You don’t want everyone to agree with you: you want people to charge down the field with you. But that doesn’t just require an army: it requires an enemy, too.

No matter what you’re working on—a website, a brand, a book, a course—you need an enemy. You need 50% of the population to side against you. This is a radical departure from the way we’re used to thinking: how can I make as many people as possible like me? (As you twirl your hair and offer some dude a Kit Kat.) But this is the thing about making something that’s compelling: it can only be compelling to some. Otherwise, what you have isn’t compelling: it’s generic. And the last time I checked?

Nobody fangirls over Great Value.

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Make 50% of the Population Hate You

“Make 50% of the population hate you.” My editor reminded me of this the other day when we were talking about the main argument of my book. (And then I immediately wanted to tongue her.) Because that’s what arguments do, after all: they stand in opposition to something. They take a stand, plant their flag, […]

In: Book Publishing, Branding, Marketing,

READ MORE >>

617

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It’s Friday and I have so many things to tell you! First of all, have you ever read Caitlin Moran? Because if you haven’t, you need to. She’s funny as fuck. And she’s smart as fuck. And she’s British as fuck. Annnnnnnnnd, the real reason I’m telling you this is because I met with my new UK […]

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