You might think the major risk is that your strong stand will alienate all those in your target markets who disagree with you. Pipsqueak-size enterprises can’t afford to lose bunches of customers. They lack the revenue cushion and market momentum enjoyed by the major players. Ergo, I am willing to admit my advice fails if you plan on advocating the political equivalent of the torture of puppies.
Instead, pick your argument topic from those where people could recognize legitimate points on both sides. Then, the research indicates, the chief benefit becomes the attention to your business your strong advocacy garners. The net effect proves to be an influx of potential customers which more than compensates for the exit of angry current customers.
In one of their experiments, U.K. participants were asked to choose between renting a car from a company having large or small market share. Among those participants told the small-share company had taken a stand favoring the U.K. exiting from the European Union, the percentage choosing the small-share company was 16%. The share was only 5% for a matched set of study participants who were not told the company had taken a stand on Brexit. This was in spite of 72% of the overall sample having said they were against Brexit.
The set of studies also showed how for picking an argument to pay off, it’s important that your audiences consider your advocacy as authentic. That’s easier if you genuinely believe what you’re saying. Some or all of your employees may agree with your stand and others may not. Another important element for success, then, is that you prepare them to handle the flack. Lastly, recognize that truly hot controversies may draw attention away from the main selling points of your business. Blazing heat chases people away.
Studies at Georgia Institute of Technology and University of Pennsylvania plotted the relationship between controversy about a topic and people’s interest. As the amount of controversy increased, people wanted to talk about the topic more. However, when the degree of controversy reached a certain tipping point, interest in discussion was outweighed by discomfort even thinking about the matter.
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Use or Sidestep Political Polarization
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