This may sound like risky business, but it can work when done right. And, no, I'm not talking about the Tom Cruise flick from the early 1980s.

One way to turn customers into raving fans is by being controversial, says Perry Marshall, sales expert and author of 80/20 Sales and Marketing. The point is, you can raise your startup's profile and cause customers to be more passionate about your brand. 

It might come at the risk of turning off some people, but Marshall recommends taking a position (from time to time) on how a problem should be solved. It's more powerful to be polarizing than it is to be neutral.

"Your ability to create raving fans is proportional to your willingness to [make someone else angry]," Marshall says in the video above. "You show me a sales message that doesn't upset anyone and I'll show you a company that has no passion."

Related: 

Finding Customers Fast and the 80/20 Rule of Sales

Rack the Shotgun': Using the 80/20 Rule to Identify Your Best Customers

The 80/20 Rule and How to Supercharge Your Sales and Marketing