You don’t need to be universally liked; you need to be specifically loved. This isn’t just a feel-good platitude; it’s a hard business truth. The relentless chase for mass appeal, for the widest possible audience, for the least offensive common denominator, drains all the color out of everything.
Think about it. When a brand, a product, or even a person tries to smooth out every edge, to cater to every conceivable preference, what’s left? A bland, beige blur. You become forgettable.
For years, I watched smart people and innovative companies water down their best ideas. They’d round off the sharp corners, soften the bold claims, and mute the distinct voice, all in the name of reach. They’d end up with something perfectly acceptable. Perfectly ignorable.
Dougie, on the other hand, understands that specificity is power. It’s the difference between being a polite nod in a crowd and a vibrant, unforgettable conversation.
It’s about having a perspective so clear, so defined, that it naturally repels some people. And that’s okay. More than okay, actually. That friction is precisely what draws others in.
They don’t just like it. They get it. They feel it.
This isn't about being contrarian for its own sake. It’s about having the conviction to articulate what you are for and, just as important, what you are not for. It’s about making choices, real ones, that narrow your lane but deepen your impact.
It’s choosing depth over breadth. It’s choosing resonance over ubiquity.
Most advice tells you to cast a wider net. Dougie tells you to sharpen your spear. The people who truly connect with your specific vision—your product, your service, your art—will become your most ardent advocates. They will tell their friends. They will evangelize.
They won’t just buy once. They’ll believe.
What are you willing to let go of to become truly distinctive? What specific point of view are you brave enough to own, even if it means some people walk away?