Pick A Fight

This quote is from a recent WIRED article but it is an interesting point. Controversy makes marketing easy because we are attracted to conflict. Pick a fight with an industry that can’t win — the fossil fuel industry.

WIRED: Glassdoor, which you co-founded just about five years ago, seems to be on the same trajectory as Zillow. And in the same way that the real estate industry panicked when you guys showed up, the jobs market is equally uncomfortable with the information Glassdoor users make public about their employers. Do you just like to pick fights?

Barton: Yes, there is a lot of resistance, and I love that. Find me a provocative topic, and I’ll show you something you don’t have to spend a lot of marketing dollars to launch. People like to be provoked, and if you are provoking with information that is on the side of the angels, on the side of the consumer, the louder the industry reacts. And they just can’t win. It’s the greatest way to market, pick a fight with somebody who can’t win.”

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