GETTING ATTENTION WHILE AVOIDING CANCELLATION
“dangerous provocation gets attention. avoid trigger words. reframe to higher ground.”
The Lesson
In a noisy world, one way to get attention is to fly close to people's hot buttons, but you have to be very careful. Avoid the exact language already out there so critics can't use automatic troll responses. Fly close enough to the danger zone to get attention, but not so close you get cancelled. The real trick: attract critics who charge in to accuse you, only to find you're actually left of them on the core issue. Use high ground reframing. Define the problem smarter than everyone else.
Real-World Example
A founder launches a controversial take on remote work. Wrong: 'Remote work is lazy.' Gets cancelled. Right: 'Most remote work advice is designed to make managers feel in control, not to help workers produce.' Critics charge in ready to attack. But find the founder is actually more pro-worker than they are. Attention captured, reputation intact, positioned as the smart contrarian.
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