Why you Should Choose Monsters, Not Enemies

Why you should slay your giants

I am an absolute lover of concert. My past life as a music journalist meant I would go to heaps of gigs, some of which involved mosh pits.

Little I knew, the first time I went to one, that there would be a very strong etiquette about mosh pit rules, all in the spirit of safety and having a good time.

Going to gigs, especially the metal / hard rock kind, I learned so much about shared practises, as well as shared frustrations.

Like me and one of my best friends reminiscing the struggles of being front row, your hair covered in someone else’s sweat.

As we were talking about that, another friend chimed in. “Ew, the WORST”. From there on, we jumped back onto memory lane a bit more, sharing some of our other shared frustrations.

To make it more relevant to you, dear reader, it's like when we all have to face an overflowing inbox Monday morning – a common 'monster' that unites everyone who works in pretty much any industry or role - coming together in shared frustration.

In the business world, we often hear, "To stand out, you must pick an enemy." But hold on, Adam Morgan, author of “Eating The Big Fish,” throws us a curveball – why not pick a monster instead?

This is one of the important differences between a monster and an enemy: An enemy is a threat to you, but a monster is a threat to the larger community. This is what brings the community together. However disparate, divided, or simply indolent the community had been up to that point, the presence of a monster brings them together in unity against it.

Adam Morgan - Eating the Big Fish

This isn’t about finding a bigger, badder competitor to duke it out in the market arena. No, it’s about spotting that big, hairy problem – the monster – that's giving everyone in your community a collective headache.

Why bother? Because fighting a monster together can turn a crowd into a community.

It’s not just you against the world. It’s all of us against the 'dragon'.

And let's be honest, who doesn't love a good dragon-slaying story?

👩‍🏫 Lesson of the week

Alright, let’s get down to business – or should I say, let’s get down to monster hunting in the business world.

Picking a monster over an enemy in your marketing strategy can be a game-changer, and here’s why:

  • Monsters unite us: Unlike enemies that often point to a specific competitor, monsters represent broader industry challenges. They’re the common foes that rally your community, fostering a sense of unity and purpose.

  • Identifying the real pain points: A monster is often the root cause of your audience's struggles. By focusing on this, you create a deeper connection with your audience, showing that you understand and empathise with their pain.

  • Sustainable strategy: Monsters tend to stick around longer than specific enemies, providing a more stable and enduring focus for your marketing efforts.

How can you try this for yourself and your marketing?

  1. Instead of zeroing in on a direct competitor (the enemy), identify a widespread issue (the monster) affecting your target audience. This shift fosters community spirit and collaboration.

  2. Understand the underlying issues your potential customers face. A monster often encapsulates these broader challenges, offering a clearer target for your marketing messages.

  3. Tie your monster with a story, either related to you or your audience/customers/clients. Rooting the frustration into tangible examples can help making it memorable.

✍️ Teacher corner: your challenge

Alright, it’s time to don the plastic sword and sniff out the monster lurking in your industry. No need to grab a pitchfork. This hunt is more about brains than brawn.

Your mission, should you choose to accept it, is to engage with your audience and uncover the big, gnarly monster that's been giving them grief.

How? By asking the right questions, of course! Three of my favourite questions are…

  1. What keeps you up at night? Start conversations with your audience to find out their biggest worries. What’s the one problem that's constantly nagging at them?

  2. Where do you feel the industry is letting you down? This can reveal the monster in terms of industry-wide issues or gaps that need addressing.

  3. If you had a magic wand, what one thing would you change about your current situation? This question helps pinpoint the exact pain points and challenges your audience faces.

Take these answers, and you should start seeing the outline of your industry’s monster.

🏫 Class in session

Oldie but goodie - very excited to refine our YouTube strategy for Q2 and the rest of the year. What can I say, the time feels right. If you need inspiration, I cannot recommend enough my chat with Kevin Shen. I hope you’re going to love it.

Look at monsters as the key to bringing your community together. Find it, name it, and then you can start planning how to tackle it together.

Gear up, grab our metaphorical sword, and get down to business.

Always cheering you on,

Fab ✌️

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