AP #9: Pick a Side
Right vs. wrong. Good vs. evil. Ally vs. enemy.
Movements gain traction when they simplify. That’s not always a bad thing. But this tactic weaponizes simplicity by conditioning people to believe there are only two valid positions: the correct one (ours), and the morally bankrupt one (yours).
Through repetition, emotion, and moral framing, activists train audiences to pick a side — often before they’ve even examined the issue. This conditioning bypasses critical thought and rewards emotional allegiance.
The result? A shrinking middle. A silenced majority. And a heightened sense that disagreement = danger.
Telltale Signs:
“If you’re not part of the solution, you’re part of the problem.”
“There’s no debate — this is settled.”
“It’s not political, it’s a human rights issue.”
“Silence is violence.”
Framing those asking questions as deniers, apologists, or extremists.
Why It’s So Effective:
It creates social pressure to conform.
It provides emotional certainty in uncertain contexts.
It forces institutions, companies, and individuals to publicly align or be targeted.
It discredits compromise, neutrality, or bridge-building as cowardice.
Real-World Examples:
Energy discourse: Those who question the speed or feasibility of a “just transition” are branded climate deniers or obstructionists.
Public health messaging: During COVID-19, expressing hesitation or questioning measures could immediately brand someone “anti-science.”
Indigenous issues: Any industry proponent talking about Indigenous engagement risks being cast as exploiting reconciliation — even if Indigenous leaders are at the table.
DEI policies: Raising operational or legal concerns is recast as resistance to equity itself.
Organization Risk
When a binary is set, organizations are forced into optics-based positioning. Taking time to evaluate risks, consult widely, or craft nuanced responses becomes “inaction” — and is treated as alignment with the “wrong side.”
Leaders who introduce complexity, seek consensus, or resist snap alignment can find themselves isolated or vilified.
The CORE View
Complexity isn’t a liability — it’s the real terrain. Effective leaders resist the pressure to choose a side before understanding the ground they’re standing on. The moment you adopt someone else’s binary, you surrender control of the narrative.
If you’re navigating polarized terrain — or being pushed into someone else’s frame — CORE Strategic can help you reassert control. We work behind the scenes to identify the risk you face, build plans to protect your reputation and equip you to move through complexity without surrendering clarity. Let’s talk ➞
