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Enemies sculpt your product or service focus. They help to define your goals. Remind your readers or buyers of the common enemy you face. Just as the movie-goer empathizes with the hero and admires her passion in the face of adversity, you want to connect with your audience in the same way.

Enemies provide fuel for collective action. They legitimate and make you relevant.
11 Comments     

Comments

from MikeSmith 460 days ago #
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I love this article. and since Maki was so insistant on twitter for people to sphinn it, here you go buddy :) (just kidding, I would have sphunn it either way, but I thought his late night ranting was funny).

from bwelford 460 days ago #
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Very stimulating idea.  Of course people who hate your enemy also become your friends.  So try to make sure that your enemy is someone who many people also find is their enemy.  That sounds like a recipe for success.

from kevinheisler 460 days ago #
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brilliant doshdosh post by Maki - if you don't know the value of a straw man argument in defining your brand, you must read this

from spyros 460 days ago #
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Nice work Maki. Give the sphinn some time for us over here... 'cause some of us in the EU only just woke up! So it is kind of hard for us to sphinn in our sleep:)
As I said before great work, I very much enjoyed it.

from neelienotes 460 days ago #
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Insightful post. In fact I was just talking about this with my husband over dinner. It's a great question to ask, particularly when getting ready to launch a new blog as he was. Thanks!

from mphung 459 days ago #
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@ mystickcal - there's a sphinn bookmarklet you can put in your toolbar that lets you submit whatever page you're on. It's quite handy, especially if the blog in question doesn't have the right social media buttons.

from domfosnz 459 days ago #
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I joined Sphinn and voted for this after reading your twitters. I like pretty much all your stuff on doshdosh.
At least I finaly got to join Sphinn!

from lafmm 459 days ago #
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I can't seem to load the post on doshdosh - seems the site is down... anyone else?

Scratch that - works now... a few comments:

1. enemies = competition?
2. while enemies can define you/your business is that how your really want to define yourself? At the end of the day, I firmly believe you must watch your enemies but never over-react to them. Stay on your own path and continue doing what you feel is right - don't lose yourself in the battle... you will most defn lose your way in the long run.

from danperry 459 days ago #
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I can't get it to load either, sorry to say.

from MikeDammann 459 days ago #
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Whenever you overcome an obstacle or beat an enemy, onlookers will respect you more. never run, face them head on and come out as a winner :)

from carolinaimarketing 186 days ago #
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Good stuff... I believe my old business suffered over the last 12 months because I didn't have that "enemy" to keep us sharp. I have since sold the business and started a new one in a different part of the country with a whole lot of "enemies".  I'm excited for the challenge!


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