What I especially like is your point on innovation. I agree – you can innovate without polarising (well, without polarising everyone)

Another interesting post! I think it really depends on what sector you're in. If you're in a niche sector, polarisation is what you need. You have to push boundaries, because you have to get noticed. Sometimes you might fail, but that's the only way to learn. Not every Apple product has been a success, but when they get it right they change the world (or at the very least the sector/market they were targeting – personal computing, MP3 players, mobile phones…).

But if you're target market is the mainstream – say a supermarket – you don't want polarisation. You want as many people as possible to buy from you. You may differentiate yourself on price (are you Waitrose or Aldi?), but that's different. A different kind of positioning.

I think you can make polarisation a sustainable strategy, but you have to recognise that as your strategy, and build a business model, and team, that can support that strategy. It maybe harder work, but maybe the rewards are bigger – both financially and in terms of personal satisfaction.

One thing I think it is important to differentiate between is polarisation and innovation. Innovation is essential to become a leader in your sector, but is not as extreme as polarisation. Many supermarkets have introduced innovation to their sector (out-of-town-shopping, home delivery etc.), but they haven't polarised their audience.

It's a really interesting topic – and an important one for ambitious businesses to consider. I questioned the value of sitting in the 'middle' in a blog post back in September: http://workandplayblog.blogspot.com/2009/09/wha.... Is 2010 the time to be taking the middle ground? I don't think so. Is it time to innovate? Yes. Is it time to polarise? Maybe – I think it depends who you are.

Yeah. I think for many companies and organisations, being remarkable can come very easily through delivering outstanding service – and making that part of the product and part of what you sell. I like to call this an 'experience'

In real terms… I think this probably should read

“perhaps their companies just don’t think they need it.”

Sometimes delivering good service is remarkable because you are the only one doing it in a sector where bad service is taken as read.

Does Boring sell? Yes but I don't think it “drives”, it sells when there is no alternative or the alternative is not exposed enough. Innovation drives forward and drives sales (see Apple), boring allows sales but won't sustain them once people see the true innovation.

“Stay away from a foolish man, for you will not find knowledge on his lips.” 922 BC

Guy Kawaski – “listen to a loser that makes you a loser” 2009 AD

http://www.youtube.com/watch?v=xCpViu8kY3o