What is the Law of the Ridiculous Reverse?
Sometimes the best way to say it… is to say the opposite.
At its core, the Law of the Ridiculous Reverse is a technique that involves stating the opposite of your intended message in a way that is clearly absurd, exaggerated, or ironic. By doing so, you highlight the truth of your actual message through contrast. It’s a form of reverse psychology, but with a twist: the reversal is so obviously ridiculous that it makes the real point more believable, relatable, and emotionally resonant.
There is, however, a simple yet powerful application of this technique when testing an organization’s positioning statements. Many such statements like “we take care of our customers,” “we deliver for our customers,” or “we embrace innovation” are so commonplace that they risk becoming meaningless. By applying the Law of the Ridiculous Reverse, it becomes clear that these phrases often state the obvious. After all, if the opposite were true, if a company didn’t care about its customers or rejected innovation, it would likely fail. This contrast reveals that such statements may not need to be explicitly communicated, as their truth is assumed in any credible business.
So our first recommendation is that the law of ridiculous reverse may be applied as a simple mirror to establish if what is being communicated is simply “table stakes”, or obvious.
Then, its true power can be unlocked, for example here is a more comprehensive way of applying the law in a more subtle way:
instead of saying: “This software will save you hours every week.”
You might say: “If you love spending your weekends buried in spreadsheets, this probably isn’t for you.”
The second version doesn’t just state the benefit, it frames it in a way that forces the audience to mentally reject the absurdity (who wants to spend weekends on spreadsheets?) and, in doing so, accept the underlying truth: saving time is valuable.
Why It Works
The Law of the Ridiculous Reverse is effective for several psychological and rhetorical reasons:
1. Engages Critical Thinking
When you present an obviously absurd statement, the audience is prompted to mentally challenge it. This engagement activates their critical thinking, making them more involved in the message. Rather than passively receiving information, they’re actively processing it—and that makes it stick.
2. Creates Contrast
Contrast is a powerful tool in communication. By juxtaposing the ridiculous with the real, you make the real message stand out more clearly. The absurdity acts as a spotlight, illuminating the value of what you’re offering.
3. Adds Humour and Humanity
Humour is one of the most effective ways to connect with an audience. The ridiculous reverse often carries a tone of irony or wit, which can make your message more memorable and likeable. It humanises your brand or voice, making you seem more relatable and less robotic.
4. Triggers Emotional Drivers
By highlighting what’s at stake, often in a humorous or exaggerated manner, you tap into emotional drivers such as frustration, aspiration, or urgency. This emotional resonance can be far more persuasive than a dry list of features or benefits.
Strategic Use in Business and Branding
For founders, CEOs, and marketers, especially those struggling to articulate a complex value proposition, the Law of the Ridiculous Reverse can be a game-changer.
1. Clarifies Value Through Contrast
When your product or service is hard to explain, flipping the message can help clarify it. For example:
“If you enjoy losing customers because your website takes forever to load, don’t worry about upgrading your hosting.”
This kind of messaging cuts through complexity and gets straight to the point.
2. Highlights the Cost of Inaction
People are often more motivated by the fear of loss than the promise of gain. The ridiculous reverse can highlight what’s at stake if the audience doesn’t act:
“If you keep ignoring your back pain, maybe it’ll just disappear and not be something more serious.”
This kind of statement makes the real message (take action now) more urgent and compelling.
3. Reinforces Brand Personality
Brands that use this technique effectively often come across as bold, witty, and confident. It’s a great way to differentiate yourself in a crowded market and build a voice that people remember.
Real-World Examples
Here are a few examples of the Law of the Ridiculous Reverse in action:
Slack: “If you love endless email threads, you’ll hate Slack.”
Dollar Shave Club: “Our blades are f***ing great.” (Their entire launch video is a masterclass in this technique.)
Basecamp: “If you like missing deadlines and losing track of projects, don’t use Basecamp.”
These examples don’t just inform, they entertain, provoke thought, and stick in your memory.
A Word of Caution
While the Law of the Ridiculous Reverse is powerful, it’s not without risks. Used poorly, it can come across as sarcastic, dismissive, or even insulting. Here are a few guidelines to keep in mind:
1. Know Your Audience
What’s funny or ironic to one group might be offensive or confusing to another. Make sure your tone aligns with your audience’s values and expectations.
2. Use Sparingly
Like any rhetorical device, overuse can dull its impact. If every message is dripping with irony, your audience may start to tune out or question your sincerity.
3. Stay Grounded in Truth
The absurdity should always point back to a real, valuable truth. If the contrast feels forced or disconnected from reality, the message will fall flat.
How to Start Using It
If you’re interested in experimenting with the Law of the Ridiculous Reverse, here’s a simple framework to get started:
Identify your core message: What’s the main benefit or truth you want to communicate?
Flip it: What’s the opposite of that message?
Exaggerate the flip: Make the opposite sound ridiculous, absurd, or clearly undesirable.
Deliver with tone: Use humour, irony, or wit to make the message engaging and memorable.
Test and refine: Try it out in different formats (ads, emails, landing pages) and see what resonates.
Final Thoughts
The Law of the Ridiculous Reverse is more than just a clever trick, it’s a strategic communication tool that leverages human psychology to make messages more persuasive, memorable, and emotionally resonant. In a world where attention is scarce and scepticism is high; this technique offers a refreshing way to cut through the noise and connect with your audience.
So the next time you’re tempted to say, “We put the customer first” firstly recognise that it falls foul of the ridiculous reverse, firstly because it’s obvious, but secondly because it is more powerful to say,
"If you’d prefer we prioritise profit over our customer needs, we’re probably not the business for you."
Chances are, your audience will get the point and have greater impact.