Positioning Against the Obvious Enemy

Every category has a shared frustration nobody names. The brand that finally says it out loud becomes the default rebel — and rebels get talked about for free.

How to run it

Find the shared groan

The complaint every customer makes in the first 2 minutes of a call, that no incumbent will address.

Name the enemy, not the competitor

'The tyranny of the 60-page RFP' beats 'unlike CompanyX.'

Bake it into everything

Homepage hero, cold email opener, deck slide 2. Repeat until customers finish your sentence.

Pitfalls

• Picking a fake enemy nobody cares about.
• Attacking a specific company by name — looks petty, invites lawsuits.

A B2B SaaS positioned against 'meeting-first culture.' The founder's LinkedIn manifesto did 800k views and drove 900 demos in 30 days.

PackAdz's enemy is the wasted billboard nobody looks at. Say it out loud, everywhere.

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