Have you ever been told, "Don’t think about a pink elephant”? Odds are, a pink elephant popped into your mind instantly.
This is The Pink Elephant Paradox in action, a psychological phenomenon where by trying to suppress a thought only makes it more persistent. It’s a classic example of ironic process theory. When we try not to think about something, we inevitably do.
Now, let’s apply this concept to a very different, but surprisingly relevant, context: Joomla.
Joomla's Identity Crisis: "We’re Not WordPress!"
Joomla has long wrestled with its public perception. Ask anyone involved in Joomla explaining it to someone else, and you’ll hear something like:
"We’re not like WordPress. We’re more powerful, more flexible, more suited to developers…"
The intention here is valid. Joomla wants to carve out its own niche, highlight its strengths, and differentiate itself in a crowded space, which becomes more crowded everyday. But by constantly defining itself in opposition to WordPress, Joomla commits the same mistake as the person trying not to think of a pink elephant.
The more Joomla says, "We’re not WordPress" the more people associate Joomla with WordPress.
It’s a branding trap.
Why This Matters
When we frame Joomla in contrast to its more popular counterpart. it:
- Reinforces the mental model that WordPress is the default CMS.
- Positions Joomla as "the other one", rather than a platform with its own unique strengths and values.
- Fails to convey a proactive story about what Joomla is.
It's like saying, "We're not junk food" without saying what you are. Healthy, Gourmet, Organic?
The absence of an identity isn't an identity. And constantly trying to escape a comparison often cements that comparison in people’s minds.
Breaking the Paradox
To escape the Pink Elephant Paradox, Joomla needs to do the one thing the paradox makes difficult: focus on its own story.
Here’s how Joomla could shift the narrative:
Define Joomla On Its Own Terms
Instead of saying, "We’re not WordPress," say:
- Joomla is a CMS that gives developers and content creators fine-grained control out of the box.
- With built-in ACL, multilingual support, and a powerful templating system, Joomla is built for scalability and structure.
- Joomla is for teams who need flexibility and structure.
These are proactive, affirmative statements.
Showcase Use Cases and Wins
Tangible stories matter more than abstract comparisons. Highlight:
- Real businesses scaling with Joomla.
- Government agencies using Joomla’s native multilingual support.
- Large communities running on Joomla with complex access control.
Embrace the Community
Joomla’s biggest strength has always been its loyal and diverse community.
- Amplify voices from users around the world.
- Build identity from within, not in contrast.
Think Joomla, Not Pink Elephants
The Pink Elephant Paradox reminds us that people respond to what we focus on, not what we try to avoid.
For Joomla to thrive, we must stop defining itself by what it isn’t, and start boldly communicating what it is. Only then can Joomla escape the shadow of its better-known cousin and take its rightful place as a powerful, flexible CMS with a story worth telling.
So let’s stop saying "We're not WordPress."
Instead let’s show the world what can be achieved when using Joomla!
