Darling, I don’t know why I go to extremes
Too high or too low there ain’t no in-betweens
— Billy Joel
There’s a common fallacy known as a false dilemma or false dichotomy. It’s where you’re artificially presented with a black-and-white, either-or choice: you’re forced to choose between all of one or all of the other. “Your either with us or against us!”
It’s a fallacy because, most of the time, you’re not actually constrained to just those two choices. There are many great options in the middle — and often even more outside of that narrowly framed continuum.
In modern marketing, however, I’ve been noticing that more and more issues are being framed as black-and-white, either-or choices. We seem more ready than ever to take a new idea and either reject it completely or embrace...