Create Company Enemies

Creating company enemies can be a powerful motivational tool for businesses, whether the competition is real or fabricated.

The Power of Having an Enemy

• Having an enemy (real or made up) can be extremely helpful for company motivation
• Creates a rallying point for team members to unite against
• Drives competitive spirit and innovation within the organization
• Helps establish a clear identity in contrast to competitors

Real-World Examples

• The Morning Brew vs. The Hustle rivalry

  • Sam Parr (The Hustle) and Austin/Alex (Morning Brew) initially viewed each other as enemies
  • This competitive mindset helped drive both companies to grow and innovate
  • Years later, they became close friends and collaborators

• Current rivalries in the newsletter space:

  • Beehive vs. ConvertKit
  • These competing companies motivate each other to improve

Psychological Benefits

• Creates a shared narrative within the company
• Helps teams focus on external challenges rather than internal conflicts
• Provides context for company decisions and strategy
• Motivates employees "just a little bit more" than they might otherwise be motivated

Long-Term Perspective

• The "enemy" relationship often evolves over time

  • Initial fierce competition can transform into respect or even friendship
  • Sam Parr: "I don't wanna ever compete against you ever again"
  • Austin Rief: "quite the one eighty from 2018"

• The competitive narrative can remain useful even when founders personally get along

  • Sam notes that he knows founders of competing companies who are "wonderful people" but still encourages healthy competition

Implementation Approach

• Can be based on actual competitors or conceptual rivals
• Should be communicated consistently throughout the organization
• Works best when it aligns with company values and mission
• Can be maintained even when founders personally respect their competitors