Framework
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.
Tactic
Pick the enemy that doesn't look self-serving
Shaan's refinement of enemy marketing: Hey switched its fight from Gmail (self-serving, since they sell email) to Apple, a more novel story that doesn't look like thinly veiled competitor bashing.
“now they picked Apple, and it was a way better fight to pick because it's a more novel story and it doesn't seem as self-serving as when they picked Gmail as the competitor.”
Steal thisWhen choosing an enemy, avoid the direct competitor you'd obviously profit from beating; pick a fight that tells a more novel story and looks less self-serving.
Framework
The three tests of a good marketing enemy
Shaan's criteria for picking a fight: it must (A) make sense, (B) be polarizing, and (C) tell the story of what your brand stands for by being the opposite of what you attack. He notes a PewDiePie-vs-T-Series style feud can grow both sides.
“So I think you got to pick a fight that A, makes sense, B, is polarizing and C, somehow tells the story of what The Hustle is all about by being the opposite of the thing you're hating on.”
Steal thisVet any marketing enemy against three tests: it makes sense, it polarizes, and being its opposite explains what you stand for.