Do you want to be for something, against something, or merely neutral? How far will you go to display energy, insight, and conviction on your topic? How much do you want to be seen as a personality or even a character?
With good marketing and PR, you can’t afford to sit on the sidelines or be afraid to speak out on something related to your area of expertise. In fact, you have to risk alienating some people and turning a handful off. You can’t be gentle all the time. You want everyone to like you, but in the process they may merely not dislike you. See the difference?
You have the burden of getting people to know who you are and to like and respect you enough to the point they will pay to listen to you – buy a book, attend a seminar, hire you as a consultant, pay a website membership fee, etc. To do this, you cannot err on the side of caution.
Just look at how many people play the lottery. With odds well into the millions to one of winning the lottery, people still play it. Why?
Because they can envision what they’d do with all of the money and because the entry level is a low buy-in: just pay a dollar and you are eligible to win. Nothing else is required. So, too should you paint the ideal picture of whatever you are an expert at, even if few would ever qualify to live it or have access to it. Sell the extremes, even if we live in the middle. Especially because we live in the middle.