It’s a question we get asked a lot, particularly by Australian SMEs in sectors like finance, insurance, and even aged care. Can deliberately taking a controversial stance in your market positioning actually *work* when your audience traditionally values stability and trust? The short answer is: sometimes, yes. But it’s incredibly nuanced and requires careful consideration.

Many businesses shy away from anything that might polarise customers, fearing backlash. And rightly so – a misstep can be damaging. However, in increasingly crowded markets, simply being ‘safe’ often means being invisible. A well-executed controversial position can generate significant earned media, word-of-mouth, and ultimately, cut through the noise. It’s about deliberately challenging the status quo, not just being provocative for the sake of it.

Here are a few insights to consider:

• Know your audience, deeply. Conservative doesn’t mean monolithic. Segment your market. Is there a sub-group actively *seeking* an alternative to the established norms? This is where your controversial positioning can resonate.
• Authenticity is paramount. The controversy needs to be genuinely aligned with your brand values. Don’t adopt a position just to be edgy; it will feel contrived and damage trust.
• Focus on a specific point of contention. Broad, sweeping statements are likely to alienate. Target a specific industry practice or belief that you can credibly challenge.
• Be prepared to defend your position. Controversy invites scrutiny. You’ll need a robust communication strategy to address criticism and reinforce your reasoning.

We’ve seen Australian businesses successfully leverage this approach. Think of smaller energy providers challenging the dominance of the ‘big three’ with a focus on ethical sourcing, or fintechs disrupting traditional banking with transparent fees. These aren’t necessarily ‘controversial’ in a negative sense, but they *do* challenge established norms.

Ultimately, the decision to embrace controversial positioning isn’t about recklessness. It’s a calculated risk. We recommend starting with thorough market research, testing your messaging with target segments, and having a clear plan for managing potential fallout. If you’re considering this approach, a detailed positioning workshop to analyse your brand, audience and competitive landscape is a crucial first step.