Attract-or-Repel Positioning Rule
Express a clear identity so aligned people deepen trust and others opt out.
- Difficulty
- Advanced
- Time to result
- ~ongoing to results
- Steps
- 4
- Confidence
- 94%
The attract-or-repel rule starts from the premise that ordinary identity choices and opinions will inevitably conflict with someone else's worldview. Trying to remove every potentially objectionable trait therefore produces safe but forgettable communication. Instead, the creator expresses a genuine point of view without intentionally setting out to offend. People who dislike that identity can leave, while aligned people gain a clearer reason to remember, trust, and remain connected to the creator. Over time, sustained trust increases the likelihood that supporters will buy, donate, refer, or otherwise invest. The objective is not maximum attention or controversy; it is a smaller group with stronger alignment. The decision rule is simple: prefer clear attraction and honest repulsion to broad lukewarm recognition.
Origin
Extracted from The Jasmine Star Show during Anne Watson's question about offending people by writing in her authentic voice.
Core principles
- 01Universal approval is impossible.
- 02Memorable clarity is more valuable than lukewarm acceptance.
- 03Repelling misaligned people protects attention for aligned people.
- 04Repeated trust can lead to long-term support and investment.
How to run it
- 1
Name your real position
Identify the beliefs, style, and language that genuinely characterize how you serve people.
Pro tip Use recurring client conversations to distinguish real convictions from performative opinions.
Watch out Do not invent an extreme persona merely to attract attention.
- 2
Communicate without deliberate offense
State the position clearly while avoiding unnecessary attacks, insults, or manufactured conflict.
Pro tip Challenge an idea or norm rather than demeaning the people who hold it.
Watch out Attract-or-repel is not permission to behave abusively.
- 3
Allow self-selection
Let misaligned people disengage instead of continually softening the message to retain everyone.
Pro tip Treat respectful disagreement as information about audience fit.
Watch out Do not interpret every criticism as proof that the message is correct.
- 4
Deepen aligned trust
Continue serving the people who respond positively so familiarity can develop into trust and support.
Pro tip Track meaningful replies, retention, referrals, and purchases rather than attention alone.
Watch out Do not neglect customer value while celebrating memorability.
In the wild
A coach who is forceful and challenging in person removes the overly corporate tone from her captions. She communicates the same standards she uses with clients without insulting anyone. Some casual followers disengage, but ideal clients recognize the voice they want from a coach.
→ The audience becomes smaller in fit but stronger in recognition and trust.
Common mistakes
Confusing clarity with cruelty
The framework accepts disagreement but explicitly does not recommend setting out to offend people.
Chasing controversy
Manufactured outrage can create attention without producing aligned trust or sustainable customer relationships.
Optimizing for everyone
Softening every position until nobody objects also removes the distinctiveness that makes the right people remember and trust the creator.
Is it for you?
Best for
It is best for values-led creators and founders who depend on trust, memorability, and audience alignment.
Not ideal for
It is not ideal for people seeking deliberate outrage or organizations that must communicate neutrally across regulated audiences.
From the transcript
“I am here to attract or repel.”
“lukewarm is forgettable.”
“I am here to attract a small group of people who will change my life in business than trying to be important to millions”
From the episode
How to Optimize Engagement on Instagram Stories, Live, and IGTV