MBA1582 Why Your Business Needs an Enemy + Free Ride Friday

ADP knows anything can change the world of work. Like what if a blocked shipping port caused a worldwide coffee shortage? Suddenly, businesses are scrambling to manage an increasingly drowsy workforce.

Productivity slips 20% just due to the extended time it takes to conduct a job interview while yawning.

Anything can change the world of work.

From HR to payroll, ADP helps businesses take on the next anything. ADP always designing for people ready to.

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All right, let's jump into today's episod episode. Heyo. Welcome to the $100 MBA show. Because a better you is a better business. That's why we deliver daily 10 minute business lessons for the real world. I'm your host, your coach, your teacher Omar Zenholm. I'm also the co founder of the $100 MBA, a complete business training and community online. And in today's episode, you will learn why your business needs an enemy. Yep, you heard right. Every business needs a villain, needs an enemy. It needs to be clearly defined and you need to call them out. Every successful business does this because it contributes to the story of your business, your brand. Because every story has a hero. And the hero has a journey. And on that journey they face their enemy. Having an enemy also defines what you're not, what you're against and what you're fighting for. Taking a strong stand against something or someone puts a line in the sand and gets you raving fans, gets you people that support you wholeheartedly. Otherwise you're just vanilla and easily ignored. We don't want that. And that's why we're teaching today's lesson. So let's get into it. Let's get down to business. Successful companies have defined enemies. And, and you need an enemy in your business to go after. Apple's enemy is the PC. Tesla's enemy are fossil fuels, or any cars are running on fossil fuels. Expedia's enemy is your local travel agent overcharging you for your next trip. This is clearly defined in their marketing, in their sales, in their messaging. And there's a reason why they do it. They do it because it's important for you to define who you're not, who you are trying to be the opposite of. And this has a lot to do with human psychology. As consumers, we know what we don't want. We don't necessarily know what we want, but we know what we don't want. So automatically if you say, we are not this, all the things that people get annoyed by, you say, yeah, I too don't like this. And you automatically resonate with that brand who's defining that problem, defining that enemy. Some of the most successful marketing has been pinning a business or brand against an enemy. Sega did this in the 90s with Sega Genesis pitting itself against Nintendo. And Then later Sony PlayStation did this same thing with Crash Bandicoot against Nintendo. Clearly saying, we're going after these people. Some beginners, beginner entrepreneurs will say, oh, that's kind of risky. What if that doesn't land? No, there's no risk in that landing. It's either going to resonate strongly with people or people are going to be like, I don't know if I like that. But it won't be vanilla. It can't be ignored. And the worst thing in business is being ignored. And that's why it's very important for you to define your, your stance. We are not this, we are here because we don't like how these people are doing things. The reason why this also works so well is because it gets in front of the idea that consumers are shopping around. They're comparing you against the competition and by you getting in front of it, you're saying, hey, this is why we're better. We are not like this. We're like this. This is also common in software webflow, which is a website building application for designers mainly. They have dedicated pages on how they compare against their competitor, whether it's WordPress or Squarespace. They go head to head. They don't shy away from it. They say, these are our competitors, this is why we're better. This is why we created webflow. A lot of new businesses don't want to do this because they're afraid. They think maybe Goliath is going to beat down on David and the big company is going to get angry and retaliate or something like that. No, they're a big company. This is fair game. They know it. And they're dealing with their other competition as well. They understand the people that are at the top of the mountain are going to be challenged. And as the underdog. People love an underdog story. They love seeing an underdog take on the big company and say, we don't like the way they're doing. They're bloated, they're, you know, slow. They're this, they're that. And we're here to give you something new. If you want to see a very good example of this, it's hey.com. i mentioned it in an earlier episode this week, but hey.com is a new email software. It's basically an alternative to Gmail, is created by the guys behind Basecamp. And they clearly say that, you know, Gmail is their enemy or traditional email is their enemy, and this is why they're better. And they go after the competition. They go after their enemy. They say, our enemy does this, this, and this. They don't respect your privacy. They make email, you know, a chore. You waste so much time in your inbox. Again, your customers can really resonate with pain. They can really resonate with the things they hate when we all know what we hate. So automatically, when you are the person that's defining this, they feel like this person has a solution. That's what defining the enemy really does. It really clearly states, we're not this. We don't do this to you. We're all about this. That contrast is really powerful in marketing. That contrast is really good for your brand. And also it drives everything in your business. So you know exactly who you are. A lot of us, we get lost when we do our marketing or email marketing or paid ads or even our copy on our website. We're not really sure who we are. This clearly defines when you have an enemy, you know what you're not, and therefore the opposite is who you are. The other reason why this is so strong and it's so powerful is that when people shop around, they come to your website. They'll learn, okay, this is your enemy. These are the people that you are going against. They might not even know that your competitor has some flaws. And by visiting your website, they start reconsidering going to the competitor. They're like, oh, wow, I didn't know that people say that about their competitors. I didn't know that this is what I'm in for. I didn't know that there are alternatives. And because you're not trying to be a me too product and saying, hey, we do this too. We do this too. Having a clear enemy and really expressing that in the language of your website and your marketing really shows, hey, there's a better way to do things. You don't have to go with the status quo. The human psychology understands rivalry. We have rivalry in sports, in games, in our own families, sibling rivalry. So that feeling is very powerful inside us. It's very easy for somebody to cheer you along as the underdog, cheer you along and say, yeah, yeah, I want to go with this company, because they're not like that. You might say this sounds very simplistic, but human psychology in a lot of ways is it's very primal. And you can either understand that and work with it, or you can ignore it and not really cater your message and cater your business and branding to the people you're serving, which are human beings, right? With feelings, with emotions, with a DNA, with a history of this is how we act. There's a reason why the World cup is the number one televised sport in the world. More people watch the World cup than any other sport or any other event. Event even more than the Olympics. And it's because people love the rivalry of the countries. People cheer on their home country, they cheer on their neighboring country when their country's out of the World Cup. People even team up and cheer on a team they don't care about because that team is playing a common enemy. You know, a country that's playing in the World cup, that they want to have them out of the race, out of the competition. So this is just something in us. And the story of you overcoming the enemy is part of your narrative, is a part of your hero's journey as a company, as a business. There's even companies that on their website say, over, you know, a thousand people have switched from this competitor to us. Insurance companies do this all the time. And it's because it shows the power of, hey, wow, they're really overcoming the enemy. They're really making a difference. It shows your business has credibility and that people actually have chosen you over this famous company or famous brand. This gives them the confidence to trust you and do business with you.

ADP knows anything can change the world of work. Like, what if a Blocked shipping port caused a worldwide coffee shortage. Suddenly, businesses are scrambling to manage an increasingly drowsy workforce.

Productivity slips 20% just due to the extended time it takes to conduct a job interview while yawning.

Anything can change the world of work.

From HR to payroll. ADP helps businesses take on the next anything. ADP always designing for people.

We heard you. Nine years of bring back the snack wrap and you've won. But maybe you should have asked for more. Say hello to the hot panny snack wrap. Now you've really won. Go to McDonald's and get it while you can.

Guys, to wrap up today's lesson, I want you to take some time, 30 minutes, an hour, and think about some common enemies for your business. Who are the companies that are your biggest competitors? That you are the, you know, the opposite or the most different from. Who are you going to take on? Doesn't matter how big they are. You can make a list, but try to choose one at the end. What do you hate about this company? What? What do you do differently from this company? Write these thoughts down because you need to really do this. You really need to dig deep and express these words, these emotions, not only for yourself, but then later to, you know, craft that in a messaging of your marketing and your website. This might feel a little scary at the start. Wow. I'm going to go after these big guns. Yes. No problem. You're going to be a big gun one day and somebody's going to go after you. Okay? So this is just the nature of business now. You got to do it with respect to. And one of the ways to do that is to have a little fun with it, have a little humor. If you want to see what I'm talking about. You want to see an example, you should check out a blog post that we published at Webinar Ninja. It's titled are Zoom webinars. Webinars. You can check it out@webinar ninja.com Zoom webinars. I don't want to spoil it for you. Read it. It gives you an understanding how you can show how you're different from your competition, how you are the opposite in a respectful, humorous, but strong way. You need to do this so you can resonate with people, so that people can remember you so you're not ignored. Thank you so much for listening to the $100 NBA show. Today's episode's not over, though. It's Free Ride Friday. Let's see who won this week's Free Ride. And the winner is. Shay C. Shay C. Says avid listener budding entrepreneur 5 stars I'm a budding entrepreneur who listens to this podcast. Again, insightful tips. These true strategies help me grow my business. It's truly been a great treat on my morning commutes. I save the episodes and take notes in my daily growth journal. Thanks for sparking my entrepreneurial drive. Again, love the show. Thanks JC for the awesome review. You are a Free Ride Friday winner. Your mission is to email me over at omar@100mba.net so I can hook you up with the lifetime access to easy course guys. It's that simple. Just leave us an iTunes rating and review and you enter our weekly random draw. Just listen in on Friday to see if you won. It's that easy. Thank you so much for listening. Before I go, I want to leave you with this Standing up for what you believe in. Standing up and saying we're not that we're this, this is who we're after. Takes some courage. It's not easy, but you'll thank me after you've started doing this because it allows you to have incredible clarity when I say you. Not just you as the founder, but the whole team. They understand what they're doing and who are they faced against? Who's their common foe? And this allows you as a team, to rally with that call. Thank you so much for listening and I'll check you in Monday's episode. I'll see you then. Take care.

ADP knows anything can change the world of work. Like what if a blocked shipping port caused a worldwide coffee shortage? Suddenly, businesses are scrambling to manage an increasingly drowsy workforce.

Productivity slips 20% just due to the extended time it takes to conduct a job interview while yawning.

Anything can change the world of work.

From HR to payroll, ADP helps businesses take on the next anything. ADP always designing for people.