“I was worse than a stranger. I was… I was well-known.” — “I Was a Stranger” by Bill Callahan
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Should you have a contrarian point of view (POV)? Alan Weiss both lives and recommends this approach.
Should you work to make your not-very-controversial POVs more controversial?
Should most/all of your POV effort be aimed at whitespace? This means working to make sure your POVs are speaking to issues that few or no others are. This can help you earn attention and visibiltiy if those issues are also relevant to your audience.
Let’s answer these questions from my POV, which is that revenue generation is a second-order consequence of service and impact. The more valuable your service to clients, the more impactful your service, the more revenue you can generate.
From this perspective, you should have a contrarian POV if it helps you serve clients more valuably, or if it helps you create more valuable impact in their businesses.
Your POV should be aimed at whitespace if… well, here’s where it gets slightly more complicated.
Points of view are intentionally made contrarian or aimed at whitespace because that makes them more visible and memorable. It gives weary event organizers the promise of something different and fresh for their event. It offers editors who’ve seen it all something they haven’t seen.
If the contrarian POV challenges conventional wisdom and does so in a defensible way, it gives your audience something to think about. It pushes them to think or evolve in a good way.
If your POV isn’t visible or memorable, then we have to ask:
If a POV falls in the forest and no one is around to hear it, does it have impact? Does it manage to serve anybody?
The answer would be no.
Visibility is enhanced by an artful use of contrarianism, and by seeking whitespace.
The road to value and impact passes through visibility.
If you join the upcoming workshop on point of view, we’ll explore these visibility-enhancing levers. You’ll try some of them out on your own points of view and get feedback from other workshop participants.
The workshop is online, limited to 20 people, meets weekly at 10am Mountain time March 6 – April 24, is introvert-friendly, gives you lots of support in exploring and formalizing your points of view, and costs $700. If this is of interest, you can sign up here: https://philipmorganconsulting.com/pmc-csw-point-of-view