I heard this statement from Dr. Sean Stephenson at the ilovemarketing mastery inaugural course.
The word polarize means to split into such that they seem so different like the north and south pole of the earth. The key terms in this statement are split and different. Like the red pawn and black pawn in the picture.
This is so closely related to what I have been talking about in the last few days on differentiation, perception and choosing a niche.
Apple polarizes is audiences, so does a Lamborghini. You don’t go into a Lamborghini showroom and ask for a discount…. they may tell you there’s a waiting list. They are angle to do that because they own that space in the minds of the customers. Similarly if you don’t value the positioning of Lamborghini you won’t even go into their showrooms
The job of good marketing is to attract your best prospects and repel all others. Once you do a good job there you can really make good profits.
Till next time.