Dyson

Pick a fight: position yourself as the anti-X

Shaan reads from Rework's 'Pick a Fight' chapter: declaring a competitor or industry the enemy (Dunkin' vs Starbucks, Audi vs old luxury, Dyson vs hand dryers) differentiates you and rallies followers because people take sides and get stoked by conflict.

“If you think a competitor sucks, say so. When you do that, you'll find others who agree with you and rally to your side. Being the anti-blank is a great way to differentiate yourself and attract followers. For example, Dunkin' Donuts positions itself as the anti-Starbucks.”

Steal thisName an enemy, a competitor or a whole industry, and position your product as the anti-that; the conflict gives customers a story and a side to join.