Chris Brogan recently shared a post titled no enemies. And that’s a nice thought. It makes me feel fuzzy and warm inside. Except it is hardly the world we live in, and in fact I would say the opposite: if you’re not making enemies, you’re doing it wrong.
Last year I wrote a post about the fact that you need enemies and explained how they can light a fire beneath your digital marketing. I think the reasons outlined in that post still hold true today.
As Robert Greene stated in the 48 laws of power:
Law 2: Never put too Much Trust in Friends, Learn how to use Enemies
Be wary of friends-they will betray you more quickly, for they are easily aroused to envy. They also become spoiled and tyrannical. But hire a former enemy and he will be more loyal than a friend, because he has more to prove. In fact, you have more to fear from friends than from enemies. If you have no enemies, find a way to make them.
This law is crystal clear when you look at some of today’s most popular brands of media.
Think about it, on the web enemies are a shortcut to attention. The strategies of some of most popular sites can actually be defined in one word: conflict. There is a reason TechCrunch, Gawker and similar publications have risen to meteoric heights of popularity. They’re not making any friends by telling stories through a polarizing lens. That’s not their purpose. And in a world where every company is a media company, the approach most potent for you may not be so different. Leer más “If You’re Not Making Enemies, You’re Doing It Wrong”