Your business needs an enemy

Every great story, whether in movies or in real life, has a conflict that drives the action. Think about it—what’s a superhero movie without a villain? There’s no tension, no stakes, no excitement.

The same goes for your business. Without an enemy, your story feels flat, making it harder for your audience to understand why they should care about you and, more importantly, the products and services you offer.

To be clear, in business, an “enemy” isn’t always another company or person. More often, it’s the problem your audience faces, a belief you want to challenge, or an issue you want to solve. When you identify this enemy, you create a powerful reason for people to rally behind you.

All great brands have an enemy. Nike fought against laziness, and Apple challenged boring, plain computers. These brands weren’t just selling products—they were making a statement, attracting people who believed in the same things. It was about more than products; it was about being part of something greater.

Choosing your enemy

Choosing an enemy doesn’t mean picking random fights. Instead, it’s about clearly showing what you stand for. To find an enemy worth fighting, ask yourself:

• What frustrates your audience the most?
• What old way of doing things needs to change?
• What industry habits do you disagree with?

Your enemy should be something your customers face daily—a mindset or problem that keeps them from reaching their goals.

For example, if you run an agency, your enemy might be the impersonal, one-size-fits-all strategies that big companies use, which ignore the unique needs of clients.

Or, if you’re a course creator, your enemy could be the overwhelming amount of confusing advice that leaves learners stuck and afraid to take action.

When you declare an enemy, you’re not just stating what you’re against—you’re also showing who you’re fighting for.

By naming your enemy, you give your audience something to rally behind, creating an “us vs. them” dynamic that builds connection and passion. People want to be part of a cause, and defining an enemy helps them see why they should join yours.

Examples of founders and startups that defined their enemies

Let’s look at some founders and startups who successfully defined their enemies:

• Ankur Nagpal & Teachable: Ankur challenged the idea that only big institutions could provide education. The enemy was gatekeeping knowledge, making it hard for creators to share what they knew. Teachable helped educators create courses and reach their audiences directly.
• Harley Finkelstein & Shopify: Harley fought against the barriers that kept people from starting businesses. Shopify’s enemy was the complicated process of setting up an online store. Shopify made entrepreneurship accessible, turning ideas into reality.
• Jason Fried / David Heinemeier Hansson & Basecamp: Jason and David founded Basecamp to fight against “hustle culture” and burnout. Their enemy was the belief that overworking is the only way to succeed. Basecamp focused on promoting healthy work practices and work-life balance.
• Brian Armstrong & Coinbase: Brian saw traditional banking as slow and inaccessible when it came to cryptocurrencies. Coinbase’s enemy was the difficulty of accessing digital currencies. They made crypto easy and accessible for everyone.

Notice how each of these founders picked an enemy that directly connected to their audience’s frustrations. They weren’t just fighting for their product—they were fighting for their customers’ needs and dreams.

A common enemy builds connection

When you declare an enemy, you bring people into your story. They see you’re not just trying to sell them something—you’re helping them push back against something bigger. This isn’t just about products; it makes your audience feel like they belong to a movement.

Take your audience on that journey. Show them the villain—whether it’s an outdated way of doing things, a lack of creativity, or a harmful trend. Help them imagine a new world, one where they win. By doing this, you’re not just another business—they see you as a true partner in the fight.

Authenticity is key

This approach only works if your enemy is real. Fake outrage falls flat, and people can tell if you’re not genuine. You need to truly care about the problem you’re standing against. Your enemy must be real to you before it can feel real to your audience.

The more authentic you are, the more likely you’ll attract people who connect with your message—those who will support your work long-term.

Go pick a fight

Every business needs something to stand against that gives its audience a reason to care. When you know what you’re fighting against, people can rally behind you, creating a deeper connection.

Take some time to reflect: What frustrates your audience the most? What are they tired of dealing with? That’s your enemy. Define it, stand against it, and invite your audience to join you in the fight.