Success in business, politics, and culture for decades was about capturing the middle ground. The goal was broad appeal, avoiding controversy, and keeping everyone comfortable. But today, with the screaming need for attention, the middle is no longer the safe bet; it’s the space where brands fade into irrelevance. 
 
Look at Nike’s 2024 Paris Olympics campaign: “Winning isn’t for everyone.” This is definitely not designed to please the middle. It’s made to engage those who want only to win, full stop. That message isn’t about balance or compromise; it’s about standing for something unmistakable. 
 
The same shift is happening in Australian politics. The days of appealing to the mythical “average voter” are fading. Instead, to stand out, parties are staking out clearer, more defined positions—because being distinctive is now a competitive advantage. 
 
Brands, leaders, and businesses that try to stay in the middle blend into the noise. Those who take a stand, whether in sport, business, or government, are the ones people notice, remember, follow and vote for. 
 
This coming Australian election won’t be trumpesque to the extreme, but I will enjoy watching how the political leaders differentiate themselves unapologetically with their own opinions.  
 
I don’t like the Nike ad, for the record, but I bought shares in them after this because it’s clear that the race to the middle is over. The race to stand out has begun.