Develop a spiky point of view

- We live in a noisy world. Whatever industry you're in, there are dozens of other companies like you trying to get noticed. Unless you distinguish yourself, you'll never get a chance to show how different you actually are. To stand out, you need to develop what I call a spiky point of view. What is a spiky point of view? A spiky point of view is a perspective other brands can disagree with. It's a belief you feel strongly about and are willing to advocate for. And it's your brand's thesis about your realm of expertise. Why does this matter? As brands grow, sometimes you lose your way, because you start trying to please too many people. Different customer segments, shareholders, partners, you might try to appeal to trends that don't feel true to you. This leads to toning down your point of view and potentially losing the reason why your core fans love you in the first place. That's bad because it makes you vulnerable to competition from other up and coming brands that have a strong point of view and stand up for what they believe in. But here's the good news. Each brand has a unique way of seeing the world. It's what separates you from everyone else. It's the culmination of your history, your reason for being, your product line, your leadership team, your founding story, and company culture. These factors have molded your brand into what you are today. A spiky point of view is almost impossible to imitate. It's unique to your brand, which is why it's such a powerful, competitive advantage. The best part? You already have it in you. But what makes a point of view spiky? First, a spiky point of view can be debated. Other people should be able to disagree with you. If everyone agrees with it, it's too middle of the road. Second, a spiky point of view teaches your audience something relevant they don't already know. It's a point of view that helps customers see their problem in a new way. You want them to say, hmm, I hadn't thought about it that way, but this is so true. This is making me rethink a whole lot of things. Third, a spiky point of view isn't controversial just for the sake of it. There's nothing think more irritating than a contrarian who just wants to stir the pot. Don't be that person. A few other considerations as you think about your brand's spiky point of view. Your perspective should be defensible. You should share your rationale and your thought process. But a spiky point of view isn't the definitive way things should be. There's some subjectivity to it, which is why a spiky point of view should attract like-minded customers who value what you value. The idea is to attract customers who are inspired by your spiky point of view. Here's an example. Basecamp, the project management software, built their brand with their spiky points of view about how business should be done. It doesn't have to be crazy at work. You can make a meaningful contribution without working 80 hour weeks, and suffering from a lack of sleep. That shouldn't be a badge of honor. Most meetings are a waste of time and trying to manage projects using email is unproductive. Companies have an unhealthy obsession with fast growth, unrealistic expectations, and arbitrary revenue targets. Instead of working harder, people should work smarter and reduce wasted effort. We've all read what a brand or person puts out and thought, finally, yes, thank you for saying that. You want to aim for having people's eyes light up with excitement. Basecamp's founders have done an amazing job at turning their spiky points of view into a rallying cry for small and medium-sized businesses over the past 18 years. And because of that, they've attracted like-minded customers and grown their business to $25 million in annual recurring revenue. We'll cover more examples of spiky points of view throughout this course, so keep your eyes peeled. Now it's your turn. Here are three questions to ask yourself to come up with your own spiky points of view. First, what are three to five spiky points of view you have about your field? Second, what's something you believe that others might disagree with? Pick topics that are relevant for your customers. Third, what do you wish more people understood? These questions are intentionally similar, but phrased a little bit differently to spark a response in you. So you can answer all of them or just the ones that resonate. Some of your initial answers might be tamed, with rounded edges, which is totally normal. You can refine and iterate based on feedback. This is an opportunity to say what your brand cares a lot about, but are afraid will be a turnoff for some customers. Take a moment to consider that those customers might not be a good fit for you anyway. It takes bravery to say, we're for some people, but we're not for everyone. It's scary, but try it anyway. You might be surprised by how people gravitate towards and appreciate your willingness to take a stand.