Why creating a movement and an enemy works for marketing

American politics, very rarely do they tell you all the good things. Instead, most of the focus is on the bad things that the other party or candidate or person does. They're creating an enemy. You want to help people throw rocks at their enemies? I think it was Blair Warren who said that throwing rocks at your enemies is like you want to pick a target. It doesn't have to be a person. It could be a mantra, a movement, an ideology that you are 100% against. Dan Do a buddy of mine. He's breaking the stereotype. As an entrepreneur, you shouldn't be so busy that you're out of shape. You should be in the best shape of your life. The way that you treat your body should translate into how you treat your business and your family. That is the movement. And his enemy is the entrepreneur who's letting themselves go, who's not keeping themselves in shape, who says they'll do anything for their family, but they're not getting in shape for their family. That's his enemy. And so I think by having these two sort of juxtaposing things, the enemy and the movement, you can market a lot more effectively.