There are times when an idea pops into my head that does not come with a single word description or even a phrase that explains my thought.
So, I just make up something that seems to fit.
Most everything we see, hear, buy, use, eat, read, believe, and think about belongs under the heading of contrarian differentiation.
Nearly everything is differentiated because of the simple requirement to be contrary to something else that already exists.
What’s the most popular soft drink in the U.S? Coke. How can a soft drink manufacturer compete with Coke? Same taste, lower price. Different taste, same price. Better taste, higher price.
How does a smartphone manufacturer compete against Apple’s iPhone? Different features, lower price. Or, better features and the same price. Otherwise, what would entice a customer to switch from one brand to another?
Differentiation is the nature of products and services.
Fox News is less about news than it is about entertainment opinions that differ from CNN, MSNBC, and other so-called news organizations that differ slightly from one another. Most of Fox News is not news. It’s contrarian differentiation. Right or wrong or facts do not seem to matter.
Whatever competitors are about, we’re against.
The internet has created a massive information sharing machine and that means contrarian differentiation runs amok. How does a new so-called news organization differ itself from Fox News?
The left side of the content spectrum is crowded already so contrarian differentiation sets in. Fox News has competition on the right; Newsmax, OAN, and others that indulge in speculation and opinion; less substance, fewer facts, and conspiracy theory considerations without typical standards of evidence.
Contrarian differentiation works.