Temporary inflation-relief pricing on all video courses.

TSS #053: Every Creator Needs An Enemy (Or Two)

Jan 07, 2023

Read time: 1.5 minutes

A big thank you to our sponsors who keep this newsletter free to the reader:

Today's issue is sponsored by Taplio. Grow your LinkedIn audience and attract more business opportunities in 5min per day with Taplio.

And by BrightDataAccess all the data your business needs; from complete structured datasets to developing web scrapers fast and on a mass scale. Take control of your data strategy with our all-in-one solution. Get a dataset sample today!



Every Creator needs an enemy.

And by an “enemy”, I don’t mean it in the traditional sense, like an evil villain or even a specific person.

An enemy can be an ideology, narrative, or set of principles. It just needs to be something that you vehemently disagree with.

Having an "enemy" means being very specific about what you're for, and what you're against. It helps group your audience into two very distinct camps:

1. I vehemently agree with this person and want to continue to consume this message.

2. I vehemently disagree with this person and am no longer interested in consuming this message.

This is common in politics, activism, and other industries where there is a for/against style of marketing.

And the best creators use this strategy over and over again in their content, their message, and their products.

Here’s a simple process for how I set my “Enemy Perspectives”.


Start With Sub-Topics


Whenever I Tweet or write a post on LinkedIn, I stay pretty honed in on my umbrella topic, which is Solopreneurship.

But I do so in a way that lets me talk about many different sub-topics underneath that umbrella. That’s because I’ve already gone through the process of breaking Solopreneurship down.

Some of my sub-topics include:

  • Ownership
  • Wealth
  • Knowledge
  • Audience
  • Content
  • Products
  • And many others


Assign Your Enemy Perspective to Each Sub-Topic Group


Let’s take the sub-topic “Ownership” for example.

By sitting down and giving some deep thought about ownership, I can easily jot down a few ideologies or narratives that I vehemently disagree with.

Here are some of my Enemy Perspectives around ownership:

  • Perspective: The only company that cares deeply about you is your company of one.
    • Enemy: Corporations
  • Perspective: You must escape the rat race to truly become wealthy.
    • Enemy: The rat race
  • Perspective: The likelihood that you become wealthy working for someone else is slim.
    • Enemy: Corporations
  • Perspective: Wealth is about doing what you want, when you want, with whom you want.
    • Enemy: The traditional narrative of sacrifice until you're 62 and retire.

By completing this exercise, I’m creating “enemies” that I can attack with my social media content.


When you attack a set of ideas or a common narrative, you will naturally form a following of people who agree with you and draw the ire of those who disagree.

This is a very often overlooked part of building a close-knit, sticky audience that stays with you on your journey over time.

What are your sub-topics and enemy perspectives? Make sure you spend some time thinking about those in 2023.

Good luck out there.



Whenever you're ready, there are 2 ways I can help you:

1. If you're still looking for traction in your business, I'd recommend starting with an affordable course:

→ The LinkedIn Operating System: The exact system I use to go from zero to 340k+ followers and $3.5M+ in income with no paid ads. Join 10,000+ students.

→ The Content Operating System: A multi-step system for creating a high-quality newsletter and 6-12 pieces of high-performance social media content each week. Join 4,000+ students.

2. Promote yourself to 70,000+ subscribers by sponsoring this newsletter (Booking into May 2023)

Launch, grow, and monetize your internet business.

Join 75,000+ subscribers who get 1 actionable tip every Saturday morning.

I will never sell your information, for any reason.