Punch Up Not Down
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A discussion about the importance of "punching up" rather than "punching down" when responding to criticism or engaging in public conflicts.
Core Principle
- When creating an enemy or responding to criticism, always target upward
- Going after smaller targets makes you look like a bully
- Going after bigger targets makes you look like David (vs Goliath)
Example Case Study: Dave Portnoy vs Business Insider
What Worked
- Initially targeted Business Insider (large media company)
- Focused on the bigger entity trying to damage his reputation
- Called out attempts to hurt his business and advertising revenue
- Targeted the CEO and major brand
What Didn't Work
- Started attacking Morning Brew (smaller company)
- Went after young employees who weren't involved
- Targeted individual workers who were "bystanders"
- Punched down at inexperienced 24-year-olds
Strategic Framework
- Choose targets larger than yourself
- Major corporations
- Established brands
- Wealthy/powerful individuals
- Avoid targeting:
- Individual employees
- Smaller companies
- People with less influence
- Uninvolved parties
Key Takeaway
- The direction of your response matters more than the response itself
- Attacking upward = fighting against power
- Attacking downward = bullying the weak
Sam Parr
Host of MFM and fitness influencer
Sam Parr is a serial entrepreneur and business media pioneer.
In 2016, he founded The Hustle, a business news media company that started in his kitchen with just $12 and grew to eight figures in revenue.
Sam led the charge in making newsletters popular when few believed in their potential.
After four successful years, he sold The Hustle to HubSpot, a publicly traded company. Now operating as HubSpot Media, The Hustle reaches 3 million readers daily, employs a team of nearly 100, and has been the launchpad for dozens of its staff to found their own media companies and newsletters.
Sam remains the host of the popular business podcast, My First Million, and continues to start and sell companies. He also co-founded Hampton, a highly vetted community for entrepreneurs, founders, and CEOs, and teaches people to write better through his platform, Copy That.