Cult Status Author Tim Duggan: When It Comes To Brands Know Your Enemy

Photo: Melanie Perkins, CEO of Canva. This is an extract from Tim Duggan’s new book Cult Status: How to Build a Business People Adore by Tim Duggan, Pantera Press, available here. Women Love Tech – January 5, 2022.

Every cult business needs an ‘enemy’ to fight to fire up your followers. The enemy might be a problem you’re trying to solve, an industry you want to disrupt, or sometimes even another business.

Fighting something unites all of your community behind a common goal, especially if you’re pushing to make the world a better place. A lot of modern brands have found success in making an enemy out of oil companies, big polluters, plastics and other industries that negatively affect the environment.

When Michael Dubin and Mark Levine founded Dollar Shave Club in 2011 […]

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