In the past I’ve written quite a bit about Big-Ass Fans… a company that stands out in a boring marketplace.

In the early days Big-Ass fans had a Rants & Raves section on their website where they used to post comments they got on their Big-Ass marketing.

Here’s a sampling from back in those days:

As a professional organization, we feel the choice of your solicitations is inappropriate and crass. The use of profanity in publications for shock value is very risky when dealing with corporations who value respect and decency, such as we do. While you are certainly entitled to your marketing tactics, we are highly offended, and will not be purchasing your material.

You may not care, but I too am disgusted with the name of your company and your advertising. I am currently in the market for some air moving equipment, but would not even consider buying from you because of your choice of names. Change that and I might consider you. Otherwise, I’ll find someone else.

I was just perusing the site and started to read the comments & kudos section. Boy, some people are really anal (no pun intended). A little fun and a sense of humor goes a long way. If the folks that are offended can’t see the fun and the marketing genius in your name, then you don’t need them as customers.
You guys rock. This might be the coolest name for a company ever. How can you forget a name like BIGASSFANS!!!!!! Whoever the marketing person is, is a god. I saw your bumper sticker on a guys car leaving Target and fell on the ground laughing going is this for real…..and here I am. If you guys have any promo stuff….bumper sticks, hats, shirts whatever I will be happy to promote you. By the way if you ever need a HR Manager let me know. I would love to put on my resume that I worked for Big Ass Fans Inc…..and oh yeah “The Fridge” is the the spokesman. By far I bet this is one HELL of a fun company to work for. I wish you the best of luck in your business.

Listen up: You have two choices, and only two.

1. You can be normal, acceptable, boring, and quickly forgotten.

2. Or you can be bold, flamboyant, offensive to some, loved by others, and long remembered.
Understand this: You will NOT be loved by some unless you are willing to be resented by others. You will not endear yourself to one crowd without antagonizing another. It ain’t never going to happen.

Take a look at any influential, famous or successful person you care to name. Bill Clinton.
Mick Jagger. Ghandi. Britney Spears. Nelson Mandela. Christopher Columbus. Pee Wee Herman. Gloria Steinem. Steve Jobs. Mother Theresa. Ralph Nader.

Every one of these people has a polarizing effect on the world around them. People either love ‘em or hate ‘em. These are people who have boldly presented themselves, their ideas and accomplishments to the world and ignored the naysayers.

So the question for you is: What bold, controversial and decisive stand can you take in your marketplace, that will polarize people – that will repel some and attract others?

Success lies on the other side of your answer to that question.

Photo by Jeremy Noble
cc by-sa

About the Author

Perry Marshall has launched two revolutions in sales and marketing. In Pay-Per-Click advertising, he pioneered best practices and wrote the world's best selling book on Google advertising. And he's driven the 80/20 Principle deeper than any other author, creating a new movement in business.

He is referenced across the Internet and by Harvard Business Review, The New York Times, INC and Forbes Magazine.