You need something to rally your customers around, and to give your story focus and direction. You need an enemy, something your ideal customers simply do not like, such as their B2B competitor (Apple vs. Microsoft), higher prices (think expensive eyewear vs. Warby Parker ), a negative experience (bland party food vs. Tostitos) or an old or outdated way of doing things ( in-person meetings vs. Slack).
To choose the right enemy, you have to know what your customers like and dislike, what your company stands for and what market challenges you’re attempting to solve. There’s your enemy, and the trick is to talk about this enemy’s shortcomings directly. This is not a prompt to start a fight. Do not create an enemy that doesn’t already exist. The goal here is to convey in your marketing campaign, “We think that’s bad. You agree with us, right? Let’s do something different.”