by Brandon Steiner August 16, 2013 0 Comments

Do you remember this exchange in Private Parts, the movie about Howard Stern?

Researcher: The average radio listener listens for eighteen minutes. The average Howard Stern fan listens for - are you ready for this? - an hour and twenty minutes.
NBC Executive: How can that be?
Researcher: Answer most commonly given? "I want to see what he'll say next."
NBC Executive: Okay, fine. But what about the people who hate Stern?
Researcher: Good point. The average Stern hater listens for two and a half hours a day.

A big part of the brilliance of Howard Stern has always been that while people either love him or hate him, everyone feels something about him.

If there's anyone who's indifferent to Howard, they're probably not listening to him at all. And that's his worst-case scenario.

It's the same in business.

There are so many companies vying for our attention on any given day that it's not enough just to offer good products or good services. You need to get people to feel something about what you're doing.

If they love what you do, that's the best.

But if they hate what you do, that's not too bad, either. Because that means you've cut through the clutter. You have their attention.

There's a fine line between love and hate, so you need to embrace the haters, and try to turn them to lovers.

But the people in the middle - the people who don't feel one way or the other about you - those are the toughest people to reach.

I know there are people that love Steiner Sports.

I know there are people that hate us.

Both groups have their reasons. And we have the attention of both groups.

But the people in the middle? What to do about them?

I’m on a mission to get those people on one side of the highway or the other.

But not mattering to them is not acceptable to me anymore.

Because that's like being invisible.

It would always drive my mother crazy when she asked us what we wanted for breakfast and we said “We don’t care.”

She wanted her sons to be caring people, full of life. "We don't care" indicates the opposite.

I want customers who care - one way or the other!

It's the same with this blog.

So tell me - What do you love about this blog?

What do you hate?





Brandon Steiner
Brandon Steiner

Author

Brandon Steiner is the founder and chairman of Steiner Sports Marketing and Memorabilia, the largest company of its kind in America. Considered a sports marketing guru, Brandon is a permanent fixture in the media as a regular on ESPN NY Radio 98.7 FM and as host of "The Hook-Up with Brandon Steiner" on YES Network. He has appeared frequently on CNBC, CNN, MSNBC, ESPN, and in newspapers including the New York Times and the Wall Street Journal. The author of The Business Playbook: Leadership Lessons from the World of Sports and You Gotta Have Balls: How a Kid from Brooklyn Started From Scratch, Bought Yankee Stadium, and Created a Sports Empire, Brandon lives in Scarsdale, New York, with his wife, Mara and children Crosby and Nicole.



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