Brands that try to please everyone end up invisible. “Nice” feels safe, but it’s beige. It’s wallpaper. It’s forgettable. When you aim for universal approval, you strip out the very thing that would make people choose you—and defend you.

Great brands don’t just stand for something. They stand against something. Not a person—an idea. The status quo they’re here to break. The unnecessary complexity they’re here to simplify. The burnout culture they want to replace with sanity.

An enemy gives your message teeth. It creates a narrative. It draws a line in the sand so your real audience can say, “That’s my side.” People don’t rally behind polite neutrality. They rally behind a clear point of view.

Today’s Move: Define your enemy. Ask yourself, What is the one “way it’s always been done” in my industry that I’m here to break? That answer is your story, your marketing, and your flag.

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