Host Guy Bauer shares a dead-simple exercise he gives every new client: define the enemy. Instead of obsessing over ICPs and feature lists, ask, “What is our brand fighting against?” Guy shows how this lens clarifies creative choices with quick reads on iconic brands like Nike (hesitation and self-doubt), Apple (conformity and complexity), Slack (email chaos), and HubSpot (overly complex business tools). Guy pushes listeners to go beyond the obvious (e.g., cybersecurity isn’t just “viruses” but the quality of how threats are addressed) and to identify a distinctive, ownable foe, like Liquid Death waging war on “boring,” not merely thirst.