Only people with firm stands get really really good at marketing. They care enough about their message to get it out there. They realize that the HOW is just as important as the WHAT and WHY.
As a result, people will either love you or hate you. That’s what you want. Lukewarm means you have nothing to say. Lukewarm means you’re trying to appeal to everyone.
If you want to be compelling and interesting, you must truly believe in something. You must have a clear stand. That stand becomes your brand. It becomes your trademark. It becomes how you distinguish yourself from others.