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.