In the newsroom, the most dangerous thing a columnist can be is “balanced.” If a writer submits a piece that says, “On the one hand, this is good, but on the other hand, it’s bad,” I kill the story immediately.
Why? Because a piece that pleases everyone is a piece that interests no one. In the attention economy, neutrality is invisible.
1. The “Vanilla” Trap
Most people write and speak as if they are afraid of the “Comment Section.” They use safe, corporate language. They stay in the middle of the road. But the middle of the road is where you get run over. The most successful writers and professionals are “Marmite” (love them or hate them). They take a stand. They have a “point of view” that isn’t just a summary of what everyone else thinks.
The Editorial Rule: If nobody disagrees with you, you haven’t actually said anything.
2. Specificity is the Secret Sauce
We are taught to be “Generalists” to keep our options open. But in the world of storytelling, the more specific you are, the more universal you become. Don’t say you are a “Marketing Expert.” Tell me you are “The person who helps organic dog food brands sell to suburban Gen Xers.”
The Shift: Stop trying to be the “Best” (which is subjective and crowded) and start being the “Only.”
3. Trust is Built in the “Edge Cases”
People don’t trust you because you are perfect; they trust you because you are consistent. When you share a strong opinion—especially one that might be unpopular—you are signaling to your audience that you value truth more than approval. That is the foundation of real influence.
The Action: What is something in your industry that everyone accepts as “the truth” but you think is total nonsense? Write about that.
4. The “Dinner Party” Test
If you were at a dinner party and someone asked you about your work, would your answer make them ask a follow-up question, or would it make their eyes glaze over? If you’re “optimizing workflows,” they’re checking their watch. If you’re “waging a war against useless meetings,” they’re pouring you another glass of wine.
