In most cases, hate doesn’t do us much good.
Hate doesn’t make us more creative.
Hate doesn’t build relationships.
Hate doesn’t force us toward smart decisions.
However, hate does help us craft the right message toward a target.
If you can dig into your target enough to know the feeling they hate, the situation they hate, the perception they hate to have… then you’ve struck a golden insight.
Every successful business can be summed with what the target hates.
I hate… giving up. (Nike)
I hate… bland beer. (Dogfish Head)
I hate… broken out skin. (Proactive)
Have you asked yourself: What does your target hate?
Stay Positive & Are You Doing The Opposite?
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Garth Beyer is a Certified Cicerone®, Product Marketer, owner of Garth's Brew Bar and a Madison-based freelance writer.
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