You Need an Enemy

“If you know the enemy and know yourself, you need not fear the result of a hundred battles.”

-Sun Tzu

Everyone wants to build something that makes them rich.

The smart ones start with an enemy.

Harley-Davidson figured this out in the 80s.

They were getting bodied by Honda and Yamaha’s smoother, faster, quieter bikes.

So Harley said screw it.

They stopped selling motorcycles, and started selling middle fingers.

They leaned into:

• Loud noise
• Leather jackets
• American steel
• Dudes named Snake who could replace a carburetor with a beer can

Were the bikes better?

Not really.

But they gave people something to belong to, and something to push back against.

And that? That sells.

Now, we know what you’re thinking:

“Cool story, but I’m not selling motorcycles.”

Exactly. And that’s the problem.

Motorcycles come with identity built in. Your business? Probably doesn’t.

Without a villain, you can build a beautiful service, hire great engineers, drop $50k on Meta ads… And still end up a brand no one remembers.

Think about it:

• YETI vs. disposable junk
• Apple vs. conformity
• Patagonia vs. fast fashion
• Elon vs. bureaucrats
• MrBeast vs. boring content
• Codie vs. financial gatekeepers

Enemies clarify.

They give your team a reason to show up, and they make it easy for people to relate. They help turn your business into a magnetic field, attracting the right people and repelling the wrong ones.

So, how do you build that magnetic field?

1. Define Your Villain

Your enemy is the thing that makes your customers mutter, “This is so stupid” at least 3 times a week.

Sometimes it’s:

• A 47-step process that should take 2
• A customer service line that plays smooth jazz for 40 minutes, then hangs up
• A 1997 backend duct-taped together by a guy named Chuck who retired in 2018

Good enemies are:

✅ Real

✅ Annoying

✅ Already hated

Your job? Say it out loud.

2. Define The Victim

Too many brands aim for broad swaths like “entrepreneurs,” “creators,” or “moms” and end up speaking to no one.

But you’re gonna get weirdly specific:

• The solo plumber returning calls in his truck between jobs
• The wedding photographer editing photos at 1 AM with a toddler on her lap
• The multi-unit franchisee who lives inside a P&L and wants out

That specificity? That’s a customer’s “yo… that’s me” moment.

And that moment is everything.

The nod. The smirk. The “finally, someone gets it.”

3. Define Your Vow

What are you actually gonna do about it?

• “We cut the 47-step quoting process down to 2”
• “We make your ops guy cry tears of joy”
• “We drag your 2005 system into 2025”

Not, “We’re better.”

Everyone says that. Your competitor is probably saying it right now while their onboarding flow ruins someone’s Thursday.

Real Talk

Want to be unforgettable, builder?

If you’re not fighting for something…

You’re just another well-meaning business with a landing page no one bookmarks.

Business isn’t war. But let’s be honest, it’s a hell of a lot more fun when you pick a fight.

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DOPAMINE HIT

The information contained here is educational, may not be typical, and does not guarantee returns. Background, education, effort, and application will affect your experience and the profitability of any business. Individual results may vary.