We live in a time when anyone can generate a thousand-word article on programmatic SEO or B2B marketing trends in under ten seconds. When everyone is already automating content creation on a massive scale, a key question naturally comes up: How can you possibly stand out in this sea of generic text?
The answer isn’t to publish even more articles or hunt for better keywords. The winning strategy today is having the courage to say what others don’t dare to.
Why is AI content usually boring and forgettable?
Short answer: Because AI is built from the ground up to be neutral, safe and inoffensive.
The result of that setup is “vanilla” content. AI simply reads millions of existing articles, averages them out and generates text that everyone in the market will agree with – and everyone will forget within five minutes. It lacks any spark, emotion or personal experience. If your company produces only this kind of safe content, you become invisible to potential clients, because you sound exactly like your competitors.
What exactly is a “spiky point of view”?
It’s your sharp, strong opinion, backed by real-world practice, that goes directly against the conventional wisdom in your industry. It’s a perspective you can’t google, because it comes from your real successes and failures.
A “spiky point of view” is the ability to publicly declare: “Everyone in the market is telling you that strategy X is the best thing you can do right now. But we have 100 real B2B projects behind us, and our data clearly shows it’s nonsense and you’d be better off doing Y.”
An approach like this instantly breaks stereotypes. AI will never come up with an opinion like this on its own, because it has never lost sleep over a failed campaign or sat through dozens of tough client meetings. Your unique experience is the last thing that can’t easily be automated and copied.
Why should your content deliberately put some people off?
Because content that desperately tries to please everyone ends up convincing no one. Polarizing your audience isn’t a flaw – on the contrary, it’s your biggest strategic advantage.
When you publicly take a strong stance, you naturally put off a certain group of people. And that’s great news! It means your content works as a perfect filter. It repels clients who don’t share your company’s values, who would question your methods and who would be extremely difficult to work with anyway.
On the other hand, the clients who identify with your spiky point of view won’t want to work with anyone else. They’ll see you as a leader and an expert, which makes your sales team’s job radically easier.
How to find and articulate these “sharp opinions” in your company
The best and most authentic topics are never born at a desk in the marketing department. They come straight from the field – from meetings, client audits and handling everyday crises.
If you want to find your own spiky point of view, sit down with your team and ask yourselves these key questions:
- What does everyone in our industry do that we secretly hate? (For example: Everyone measures the number of emails collected, but you know it doesn’t generate profit.)
- What advice do we give our clients all the time, even though all the popular blogs say the opposite?
- What “dumb” questions do our clients ask most often? These questions usually reveal a fundamental misunderstanding of the market that you can correct with your content.
Find these points of contention, back them up with your real data and case studies, and build the core of your content strategy around them. While competitors churn out thousands of soulless generated words, you’ll win attention with a single but far more powerful opinion.
Quick summary (FAQ)
Is a “spiky point of view” the same as pointlessly bashing the competition? Definitely not. Bashing is unfounded, emotional attacking. A spiky point of view, on the other hand, is constructive criticism of established standards that’s always firmly backed by your own data, deep expertise and real hands-on experience.
Can we use AI at all when creating this kind of content? Yes, but with a different approach. You can’t let AI come up with the idea itself – you have to bring that from your own practice (the core of the content). You can then use AI only as an assistant to restyle the text, fix mistakes or adjust the structure for better readability.
What if a potentially big client disagrees with our opinion? If a client disagrees with your core philosophy and approach to work, sooner or later that conflict would turn into problems during the collaboration itself. A strong opinion saves you time and protects you from toxic projects.
If you want to turn your opinion into content people share and that brings you inquiries, we’ll help you with social media content.
