How often do we encounter something new and immediately regard it with skepticism, disdain, or another negative reaction? We all have at least one instance where we dismissed a new diet, revolutionary business strategy, or even a television show or film as foolish – only to see it become wildly successful!
Even if we aren’t the target audience, there’s a lot we can learn from things we initially reject. By understanding the core elements that make these innovations appealing to their intended audience, we can apply these insights to our own work and achieve significantly better results.
A Little Experiment
To see this theory in action, let’s conduct a little experiment together. Pick three extremely popular things that you find yourself criticizing. Don’t hold back! Whether it’s a product, service, media offering, or pop culture phenomenon that you just don’t get, jot them down. Choose anything that makes you cringe or fills you with confusion or righteous anger.
If you’re having trouble thinking of three things, make a list of possibilities. Focus on things you can easily and cheaply (or freely) partake in. Yes, partake. You can guess what’s coming next, right?
Don’t worry – this is all for a great cause: helping you attract better clients, sell more with your designs, or whatever else you’re aiming to improve.
1. Partake
Alright, here’s the “fun” part. I want you to become a user of the three things you picked. Watch the TV show you dislike. Read the book you think is awful. Try the fad diet you think is silly.
If you don’t want to spend money on this (and who could blame you?), borrow what you need from a friend or just interview some diehard fans.
Don’t judge or criticize at this stage. In fact, don’t even ask any questions. Put aside your preconceptions and allow yourself to fully experience it. Yes, it might be unpleasant, but try to set that aside for now.
2. Evaluate Objectively
If you can’t enjoy it, at least try to view it neutrally. Another good approach is to read other people’s assessments. Blogs, news articles, interviews, opinion pieces – all of these can help you gather a wealth of knowledge about what you’re studying.
Be like a sponge for now, open your mind and let the essence of the experience wash over you.
3. Observe
Now it’s time to start analyzing what you’ve experienced and ask questions. Not just “why did I do that?” but meaningful questions that will help you understand the appeal of this thing.
First, start with the basics. What did you notice? What stands out to you as significant? Any specific colors, camera angles, music, sound effects, compositions, or written copy that you found eye-catching or compelling? Why was that? What patterns are emerging?
4. Ask Questions
Next, ask yourself what value you can gain from the data you’ve gathered. Is there a tactic or approach used by the creators that you can adapt for your own marketing efforts? What, specifically, do other people see in it?
Ask these questions with genuine, open curiosity. Be open to learning something new and hold off on judgment until the end.
Still Hate It? That’s Okay
You don’t have to find some newfound appreciation for the product through this experiment. That’s not the point. The goal isn’t to start loving things you didn’t love before; the idea is to stop irrationally hating them.
If you find that you still can’t stand it after repeated and intense scrutiny, that’s okay. But it doesn’t benefit you as a marketer, freelancer, or designer to simply decide that you hate certain successful things without at least examining them to understand why people love them.
Through this exercise, you may uncover a powerful tactic or strategy that you can apply to your own work, helping you attract more traffic or clients and grow your career.
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