Courtesy of Inc.com

By Jenna Wigman

We all have that one friend, family member, or colleague (or all three) that has built a personal identity out of–or even made sport of–vocally disagreeing with anything that has made its way into the mainstream lexicon across pop culture, media, politics, etc. If a dancing puppy is all the rage on TikTok, they’re quick to flag the harmlessly amusing content as “canine abuse”, and if buffalo cauliflower starts trending as a “hot” appetizer at urban restaurants, they’ll immediately counter with how inflammatory the delectable snack is for a whole food diet.

While a contrarian outwardly seems like someone who simply enjoys disagreeing with others, what really separates them from an individual who actively sparks meaningful debate is not only a contribution of findings and sources to support their argument, but also a willingness to listen to–and even occasionally heed –the opposing view. Ostensibly, a contrarian could offer a viewpoint like, “wife carrying is the most effective form of exercise.” On the other hand, someone with a more nuanced point of view–let’s call them a “dissenter”–could offer their perspective that the tradition of “wife carrying,” as made famous in Finnish culture, is a niche sport that–when executed with proper form–could heed tremendous functional strength gains. While this particular example is purposefully lighthearted in nature, the key differentiation is in the execution, not the conclusion itself.

In the advertising industry, there are many dissenting topics that regularly make their way into a pre-Zoom call or networking drinks banter. Rarely, though, are the banterers willing to actually stick their neck out to speak to these protestations. While behind closed doors many agree on many areas that call for sweeping and drastic change, the loudest voices that simply complain at length at every opportunity can at times hamper progress, instead of inspiring it. That contrarian viewpoint, which is often coupled with an overall negative mindset, frequently fails to pair complaints with constructive suggestions for potential solutions. Conversely, a dissenter has a propensity for offering concepts or notions that go against the grain, but provides data points for why they have that opinion and shares blueprints for how to make improvements in that area. If an ad exec was to simply say that “TikTok is dead,” their perspective will be far less likely to permeate the industry’s subconscious. Meanwhile, an exec who contends that “TikTok is no longer a ripe platform for brands that are unwilling to invest in a targeted influencer strategy” they might turn a few heads.

Whether in an organization, community, or culture, strong leaders are often valued most for their willingness to communicate clearly and honestly, make bold moves, promptly admit when they are wrong and course correct. Sticking your neck out with an opinion that may not be widely accepted–or even unpopular–can actually pay off in dividends, as long as your aim is constructive and you’re not just disagreeing for the sake of being disagreeable. Trust me, that is not a good look.