PewDiePie

The three tests of a good marketing enemy

Shaan's criteria for picking a fight: it must (A) make sense, (B) be polarizing, and (C) tell the story of what your brand stands for by being the opposite of what you attack. He notes a PewDiePie-vs-T-Series style feud can grow both sides.

“So I think you got to pick a fight that A, makes sense, B, is polarizing and C, somehow tells the story of what The Hustle is all about by being the opposite of the thing you're hating on.”

Steal thisVet any marketing enemy against three tests: it makes sense, it polarizes, and being its opposite explains what you stand for.