Most business advice tells you to avoid making enemies. I’m here to tell you the opposite: if your brand doesn’t have an enemy, you’re doing it wrong.

This isn’t to suggest you need to create conflict for conflict’s sake. But there’s power in opposition. When you stand so clearly for something that you inevitably stand against something else, you create clarity. And in this very cluttered marketplace, that clarity isn’t just helpful, it’s essential for survival.

The Problem with Playing it Safe

When brands attempt universal appeal, they typically achieve universal mediocrity. People think you’re “fine.” Fine pays the bills, but it doesn’t create category leaders.

The numbers prove it: distinctive brands see a 62% higher ROI than campaigns that lack distinctiveness. That’s no small diff

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