The first copies of my book just arrived at my house. Watch as I unbox the first edition! Make sure to pre-order your copy so it arrives on September 16. And see the end of the article for a special offer if you pre-order now.
Why did I write this book?
Positioning is about owning an idea in the mind of the consumer. I have spent my life learning and mastering both the art and science of positioning. But too often companies only focus on themselves when working on their positioning strategy. When I realized some of the most powerful examples of positioning success came from brands that didn’t just define themselves but positioned against an enemy it was the aha moment.
The best way to make it clear what your brand stands for is to identify what it stands against. The mind understands opposition faster than superiority.
Brands need more than purpose. They need a rival, a foil, a clear enemy that sharpens their message, rallies their tribe, and clarifies their difference.
A strategic enemy isn’t necessarily about being negative, it’s about being unmistakable.
My new book The Strategic Enemy is a call to clarity. To win brands need to be bold enough to define what they oppose and disciplined enough to stay focused on it. Because in the battle for attention, relevance, and emotional connection, neutrality is the enemy.
Being nice to everybody? Forget it. Instead focus on saying no to something. It’s no longer just about what you stand for, but also what you stand against. And unless you have a focus, you’ll never find your enemy.
You Can't Be a Hero Without a Villain
Oatly didn’t just promote oat milk, they challenged the dairy industry. Through bold positioning and the tagline “Wow, No Cow” Oatly repositioned milk as outdated, unhealthy, and environmentally damaging.
Airbnb didn’t just promote being a cheaper place to stay, it repositioned traditional hotels as impersonal, overpriced, and disconnected from local culture. Airbnb offered the opposite: community, authenticity, and local flavor.
For 30 years, Chick-fil-A’s iconic “Eat Mor Chikin” campaign uses cows protesting beef and reminding us to eat more chicken.
To find an enemy, you will need to draw a hard line then dramatize it.
Cancer isn’t Nice
There is never a good time for cancer. My mom was diagnosed with breast cancer a few weeks ago. Luckily, we caught it early. She had a mastectomy a week ago and is doing well. It was a wake-up call to remember what is most important in life and our power to make the world better. Cancer isn’t nice. Let’s end it. And don’t forget your annual mammogram!
Non-profits benefit from a strategic enemy too. One of the best examples is the MD Anderson Cancer Center. They focus on cancer and brilliantly visualized their mission to end it by striking out the word.
They recently added the slogan Making Cancer History. A powerful double-entendre battlecry.
Fuck Cancer, or also known as the F C Cancer Foundation, is a 501(c)(3) nonprofit dedicated to cancer awareness, prevention, early detection, and supporting those impacted—whether patients, families, or caregivers.
The “Fuck” in the name isn’t crass for shock—it’s a defiant, raw emotional response to a brutal disease. By making it public, they empower the conversation.
I am so grateful to the amazing doctors at the Northside Hospital Women’s Center in Atlanta for taking such great care of my Mom. Life is full of highs and lows. While my new book arriving at my door was thrilling and I am excited, my Mom being OK is even more special. I know we all have stories of how this horrible disease has taken loved ones. FXCK Cancer. Hugs.
As a special thanks to my amazing fans, I have a special offer! If you pre-order The Strategic Enemy by Sept 15 - I’ll sign your bookplate and mail it to you.
Visit: Ries.com/Secret for details.
