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About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.

Written by: Vickie Sullivan  |  November 15, 2011

Be Counterintuitive

As you read this, I am in China teaching a class about branding.  My message to these business owners:  buyers make choices based on criteria that they don’t even know they have.  The brain plays tricks on us all the time.  The key:  sometimes it pays to go counterintuitive.

Case in point:  researchers have learned that publishing negative information about us can be a good thing.  Yes, they even have a name for it — the blemishing effect.  How it works:  studies show that folks think more highly of a business when they receive a little negative info in the midst of several rave reviews.  Therefore, we should not hide the negative, but use it to our advantage.  Go figure.

Remember, it only works when the negative info follows good news.  But don’t take my word for it.  Check out the synopsis from Booz Allen’s strategy + business.


About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.