Why you should polarize (and why most people don't)

If you want to please everyone, you earn less. This is not a marketing slogan, but a hard-hitting reality.

Steve Jobs was notorious for his uncompromising and often controversial opinions. Critics called him arrogant, autocratic and difficult to deal with - he was even fired from his own company Apple in 1985. His employees described him as a perfectionist who never minced his words and made clear statements, even if they were uncomfortable.

The result of this polarizing attitude: he transformed seven entire industries - from computers to music to smartphones - and built Apple into the most valuable company in the world. His philosophy was clear: "Technology is nothing. What's important is that you have faith in people" - and this unconventional view brought him both criticism and unprecedented success.

Jobs perfectly demonstrates that those who show a clear edge and stand by their convictions can make history - even if not everyone likes it.

The problem of the popularity trap

Most people make the mistake of trying to please everyone. They formulate carefully, avoid clear statements and hope not to scare anyone away. The result: you become interchangeable.

If you try to please everyone, you don't really appeal to anyone. You become grey background noise in a world full of colorful, loud voices. Your message gets diluted until it becomes completely meaningless.

An example from the tech world: compare a generic web developer who "does it all" with a specialized React expert who publicly explains why other frameworks are inferior. Who gets the more lucrative contracts? Who is perceived as an expert?

The numbers speak for themselves: 100 real fans who see you as an authority and recommend your work are more valuable than 1000 lukewarm followers who think you're "okay" but never think of you when they need help.

The science behind it: Why polarization works

People look for their peers. It's evolutionary psychology. We want to belong to a group that shares our values. When you take clear positions, you give people the opportunity to decide: "This is my group" or "This is not for me".

Let's look at Apple vs Android. This deliberate polarization has created two of the most profitable ecosystems in tech history. Apple users aren't just customers - they're evangelists. Why? Because Apple has never tried to please everyone.

Unfortunately, social media algorithms amplify this effect. Strong reactions - both positive and negative - lead to more engagement. The algorithm interprets discussions as a sign of relevance and amplifies them accordingly. This is problematic for social discourse, but it shows that clear positions are perceived.

Polarization vs. provocation: the difference

This is the crucial point: polarization does not mean being provocative or controversial for no reason. It is about authentic convictions, not artificial excitement.

Values-based positioning works. When a freelance developer publicly argues against "quick & dirty" projects and explains why quality is cheaper in the long run, he polarizes based on professional conviction. This attracts customers who value quality - and puts off those who only want cheap.

The result: better projects, higher prices, more satisfied customers. Everyone wins.

Practical implementation: your polarization strategy

Step 1: Find your core beliefs

Think about: Which industry standards do you think are wrong? What do you regularly argue against in discussions with colleagues?

An example from web development: "Responsive design is not enough - mobile first is mandatory because 70% of users are mobile." This is a clear, justifiable position that some developers will reject - and others will love.

Step 2: Develop the courage to take the edge

We avoid conflict for evolutionary reasons. Our brains are programmed to maintain group affiliation. But in business, constructive dissent is often the key to success.

Start small: Share your opinion on a current trend in a LinkedIn post. Explain your position objectively but clearly. Observe the reactions. You will notice: The negative comments usually come from people who would never have become your customers anyway.

Step 3: The right dosage

Polarization is not a full-time job. The 80/20 rule also applies here: 80% added value, 20% opinion. You build trust through competence and sharpen your profile through clear positions.

Platform-specific strategies work differently:

• LinkedIn: Professional opinions on industry trends
• Mastodon: Quick, pointed takes on current topics
• Blog: Detailed justifications for controversial positions

Real examples: When an edge leads to success

The figures speak for themselves: specialized software developers in sought-after areas such as machine learning or AI earn significantly more than generalists. Specialists with niche expertise such as blockchain or AI can command $150-200 per hour, while generalists are at $80-100.

Companies often say they want generalists - but when it comes down to it, they choose the specialist every time.

Agencies that deliberately turn down certain clients ("We don't work with companies under 50 employees") automatically position themselves in the premium segment. They lose many inquiries, but the remaining ones are more profitable.

The figures show that specialized service providers earn on average 30-50% more than generalists - precisely because they are not there for everyone.

The most common objections (and why they are wrong)

"I'm losing orders" Yes, that's true. You lose the wrong jobs. The projects that you don't enjoy, are poorly paid or with difficult clients. At the same time, you're winning the right ones - the ones that pay better and suit you.

"My industry is too conservative" This is precisely when you need to differentiate yourself. In conservative industries, anyone who has the courage to do things differently stands out. You become a talking point - and that's the first step to success.

"What if I'm wrong?" Authenticity beats perfection. People would rather work with someone who is honest about their beliefs than someone who changes their mind at every opportunity. And if you're really wrong? Then you learn and adjust your position. That shows professionalism, not weakness.

Your first steps

Immediately actionable:

1. Define your position: Write down three sentences that describe your core beliefs in your area of expertise.
2. Feel your way: Publish an article on a topic that is important to you. Justify your position objectively but clearly.
3. Observe and learn: Look at the reactions. Who agrees? Who disagrees? These are your future customers vs. the people you don't want to work with anyway.

Metrics of success:

• More qualified inquiries (even if fewer overall)
• Higher prices because you are perceived as an expert
• More referrals from satisfied customers
• Less time wasted on unsuitable projects

Example template for the first post: "Controversial opinion: [Your position]. Here's why: [3 specific reasons]. Who sees it differently?"

Concrete example: "Controversial opinion: WordPress is a security risk that costs companies dearly. Here's why: 1) 90% of all hacked websites run on WordPress. 2) Plugin chaos leads to incalculable maintenance costs. 3) Professional websites need an enterprise CMS like TYPO3, not a blog builder. Who sees it differently?"

Why mediocrity is the real enemy

The biggest risk is not that some people won't like you. The biggest risk is that no one will notice you. In a world of infinite choices, it's not the best that wins - it's the strangest. And strange in the best sense of the word: he's worth remembering.

Steve Jobs was often criticized, sometimes rightly so. But nobody ignored him. His clear positions made him one of the most influential figures of the 21st century.

You don't have to become Steve Jobs. But you can learn from him: the courage to have your own opinion pays off. The people who criticize you for it were never your target group anyway.

The choice is simple: will you remain the gray background noise that nobody notices? Or do you become the colourful, loud voice that polarizes - and is therefore successful?

The market rewards courage. Time for you to get your share.

And now you: What controversial opinion do you have in your field that you haven't voiced before? Write it in the comments - and explain why. Let's see who has the courage to really polarize.

If this article has helped you, share it with someone who is still too cautious. Sometimes it only takes a little push to take the first courageous step.