I consider this empirical evidence that you can't please everyone.

A bat and a ball cost $110 in total.

The bat costs $100 more than the ball.

How much does the ball cost?

The answer is $5.

Please enter the number 5 in the blank below.

$_____

Remarkably, even when told to consider $5, most people continue to answer $10. Even more shockingly, most people get the answer right when they are explicitly told the answer and instructed to enter it, yet 23% still get the answer wrong!

The authors of the study that uncovered that mindblowing (and hopelessness inducing?) gem concluded that respondents fall into 3 groups:

1. Reflective - solve it the first time (they started without all the giving-the-answer-away bits)
2. Careless - get it wrong at first, but—after a few nudges in the right direction—catch on and answer correctly
3. Hopeless (their word this time) - "are unable or unwilling to compute the correct response, even after being told that 10 is incorrect"

That third category? You can give them the answer and they'll still get it wrong. You literally cannot help them.

For brands, these translate to 3 audience types:

1. Stans - your ride or dies, they're all in. Speak to them. Stand for them.
2. Casuals - just passing through. Or could enter the ranks of one of the other 2 audiences based on how you nudge.
3. Haters - no matter what you do, they won't like you. Gotta have 'em, right?

Focus on #1 to grow from #2 and don't worry about #3.

Want cult status? Attract your stans by doubling down on the reasons you have haters.