An enemy defines who you are not.
And that’s a good thing.
Your enemy isn’t necessarily your competition (though it can be, and that’s how most people would interpret this strategy).
It’s more likely to be a frustration your customers can’t stand, a tired sector cliché, or a market assumption that’s ripe for disruption.
Why pick a fight?
That might sound aggressive, but it’s one of the sharpest positioning strategies you can use.
Apple’s old ‘Mac vs. PC’ campaign nailed this.
They didn’t bash Microsoft outright. They attacked the idea that using a PC meant being an uptight, awkward nerd.
By taking a stand against that image, they carved out an audience of creative, dynamic, forward-thinking people who wanted to see themselves reflected in their tech choices.
Picking an enemy is about making your brand distinct. It’s about giving your audience a reason to choose you and just as importantly, a reason to not choose your competitors.
If your brand could be swapped with ten others and no one would notice, you have a problem.
How to define your enemy
Ask yourself:
- What tired old industry wisdom needs to be challenged?
- What drives your customers mad about your sector?
- What assumptions do people make about businesses like yours?
Your enemy doesn’t have to be a company. It could be a bad experience, an outdated way of thinking, or a common problem that nobody’s solving.
Who is the "enemy"?
Your enemy isn’t just a rival business.
The best enemies are ideas, frustrations, and broken systems that irritate your audience.
- Big, faceless corporations that treat customers like numbers
- Old-school thinking that keeps industries stuck in the past
- Inconvenient processes that waste teachers’ time and energy
- Hollow marketing hype that promises results but delivers nothing
A strong enemy creates contrast. It gives your brand something to stand against, which makes it easier for educators to see themselves in your story.
Take Monzo, for example. Their enemy? Traditional banks with slow processes and hidden fees.
They didn’t just say, “We’re better.” They said, “We’re not them.”
And that was enough to attract a loyal following.
What market clichés might you want to attack?
Every industry has lazy messaging that companies copy without thinking.
And that definitely includes the education sector.
And that’s your opportunity.
If everyone is saying the same thing, there’s space for your brand to call it out.
AI tools: “Revolutionary AI-driven solutions” (when there’s 100+ other tools saying the same thing?)
Assessment software: “Personalised learning for every student” (sounds great, but feels impossible)
School finance systems: “We put the customer first” (sure, just like every other service)
School data: “Seamless integration with your existing tools” (if it was so seamless, why do we need a two-hour demo?)
The trick is not just rejecting the cliché but offering something better.
For example, when Slack launched, they didn’t just say, “We improve team communication.” They attacked the bloated, cluttered mess of email chains and positioned themselves as the simpler, faster, better alternative.
What truisms about the sector drive your customers mad?
Our industry has unspoken rules that teachers accept, even when they hate them. If you can break one of these rules, you win instant loyalty.
- “Customer service is always frustrating” → What if it wasn’t?
- “Booking a CPD course is complicated” → What if it didn’t?
- “Software subscriptions are the only option” → What if you could pay once?
- “Textbooks are expensive” → What if they weren’t?
Look at Ryanair. They knew that airlines nickel-and-diming customers was a fact of life. Instead of pretending otherwise, they leaned into it. Their message? “We’re cheap, and that’s all that matters.” Customers might grumble, but they still book the flights.
Sometimes, you don’t have to solve the problem, you just have to be honest about it.
Example: The customer service battle with First Direct
Enemy: Banks that don’t care
Customer problem: Early closing hours, offshore support, robotic interactions
Marketing move: “The bank that never closes, with real people answering the phone”
First Direct owned this space by taking a clear stance against an industry standard that frustrates customers. It’s memorable.
What assumptions do your customers make about your product domain?
Teachers come to your product with baked-in beliefs. Some of them are wrong. Some of them are outdated. All of them are opportunities.
Assumption: “The most expensive option is the best.”
Reality: Sometimes, the simplest option works just as well.
Assumption: “More features = a better product.”
Reality: Too many features create confusion, not value.
Assumption: “Bigger companies are more trustworthy.”
Reality: Small, independent businesses can offer better service.
Assumption: “The best schools spend the most on technology.”
Reality: The best schools invest in the right technology, not the most.
What outdated beliefs are holding your customers back? Challenge them, and you become the brand that finally makes sense.
Example: The subscription rebellion with Once
Enemy: Subscription-based software that makes you rent everything
Customer problem: People are sick of never actually owning the tools they use
Marketing move: “Pay once. Own it forever.”
Once.com pulls this off brilliantly.
Instead of a typical SaaS homepage with pricing tiers and feature lists, their entire site is one letter from the CEO. No distractions. Just a clear, bold message that instantly tells you whether you’re their kind of customer – or not.
Picking a fight can make you go viral
When done right, choosing an enemy can boost engagement and visibility. People love to rally behind a brand that shares their frustrations.
Look at Elephant Learning.
Their ads might not look polished, but they spark conversations.
Their audience comments, debates, and shares. That engagement pushes their ads higher in the algorithm, getting them in front of even more people.
Or take Bromcom, who threw down a challenge on LinkedIn with a £1,000 reward.
They didn’t just highlight a problem – they invited people to prove them wrong.
Smart move. It keeps their brand at the centre of the conversation while creating buzz.
Standing out in a saturated market
Your brand doesn’t have to be edgy or controversial.
But it does have to stand for something. And sometimes, the best way to stand for something is to stand against something.
So, what industry nonsense is begging for a challenge?
Pick your enemy and let the right customers find you.
