Have you ever struggled to explain what you do, or find it hard to cut through? And no, it’s not about refining your elevator pitch or polishing your LinkedIn bio. It’s about making one crucial decision: what are you not?Because in a noisy world, people don’t remember nuance. They remember contrast.Global brand and positioning strategist Laura Ries argues that the clearest way to stand out as a leader or a company is to pick the right fight. Not out of anger. Out of clarity.

She’s spent decades advising global brands. In her new book Pick the Right Fight, she shows why finding your strategic enemy might be the smartest move you ever make.

She breaks it down:-Why people don’t buy “better” – they buy “different”-How to become instantly memorable by positioning against something-Why trying to “stay open” often keeps you invisible- And how even something as small as a color, a word, or a tagline can anchor your entire presence.This isn’t theory. It’s about being findable in a world that forgets you in seconds.You’ll leave this episode asking a powerful question:What am I not – and what fight am I really here for?

Timestamps

00:18 The Power of Strategic Enemies
02:12 Visual Branding & Positioning
08:53 Brand Focus & Differentiation (Subaru, Tesla, Liquid Death)
14:44 Personal Branding & Authenticity
24:44 Reflecting on a Legacy
25:16 The Evolution of Advertising and Positioning
28:45 Modern Branding Challenges and Strategies
48:13 Brand Extensions, Pivots & Case Studies