Takeaways
- Defining a clear, specific “enemy” sharpens your brand, your briefs, and your creative.
- Don’t fight the generic category problem; fight the quality or approach that sets you apart.
- Your chosen enemy naturally filters in the right customers and filters out the wrong ones.
Try it now
Write one sentence: “Our brand fights against ________ by ________.” Then sanity-check your site, sales deck, and ads against that sentence.
