If You Don’t Pick A Fight, You’ll Sound Like Everyone

Your customer is the hero.

You’re the guide.

But without a villain,the story has no pulse.

In simple terms, the villain is what steals the hero’s win.

It creates the problem, raises the stakes, and gives you a reason to exist.

And it stops your brand from sounding like a brochure with a logo.

Most comms strategies fail for one dumb reason.

They describe the offer.

But they never name the enemy.

An enemy is not a competitor.

It can be a bad habit, a broken system, a lazy belief, or a silent tax on life.

It’s the thing your audience already hates, but hasn’t put into words yet.

When you name it, they feel seen.

Here are five real-world examples that work because the fight is clear.

Nike fights comfort.

The villain is the sofa voice that says, “skip today.”

The hero wins by showing up, sweating, and becoming someone they respect.

Apple fights complexity.

The villain is tech that makes you feel thick, slow, and stuck.

The hero wins when tools fade into the background and life stays smooth.

Patagonia fights waste.

The villain is mindless consumption and throwaway culture.

The hero wins by buying less, keeping gear longer, and feeling clean about it.

Airbnb fights soulless travel.

The villain is the beige hotel experience that could be anywhere.

The hero wins by living like a local and getting a story, not just a stay.

I fight bland because I believe in bold.

The villain is corporate mush, fake differentiation, and safe copy that says nothing.

The hero is a smart leader with a sharp idea who can’t afford to sound like everyone else.

See what just happened in all those examples?

The brand doesn’t start with the product.

It starts with the fight.

Now here’s the fastest way to write your own in one breath.

Use two words.

Shouldn’t and won’t.

You shouldn’t have to live with this pain.

And once you choose us, you won’t.

That one move turns your offer into relief, not features.

It drags the enemy out of the fog into plain sight.

Name the enemy and you make the problem felt.

Own the problem and you make the solution remembered.

Enemy makes it emotional.

Problem makes it searchable.

Together, they make it sticky.

“You shouldn’t have to guess what’s true because every team has their own sheet.

With Business Central delivered by COSMO CONSULT, you won’t.”

“You shouldn’t have to stitch together core systems with workarounds, manual handoffs, and late-night fixes.

With I.S.D.D. Plus, you won’t.”

“You shouldn’t have to guess where bottles and cans go, who owes what, or what data is true.

With Sensoneo powering your DRS, you won’t.”

Now do this for your business.

Choose the fight you want to be known for, something you’re done tolerating.

Make the enemy the headline.

Name it.

Then make your customer the kind of hero who beats it.

Because if you don’t pick a fight, your message has no edge.

And in a loud market, edge is oxygen.

PS. If you don’t know jewellery, know your jeweller. That’s Buffett’s rule. It’s the same with messaging. Smart ideas die in boring words. If you don’t know the game, find a partner who does, because your reputation is on the line. I help thinkers, rebels, and disruptors say what they mean and make it stick.  Step up. Bring your message. I’ll bring the punch. You’ve got one shot to say it right. I’ll help you take it.