Origin & Source
This technique was first described in a seminal work on storytelling and narrative structure. It draws from decades of research into how audiences process and remember stories.
The underlying principle has been validated across multiple disciplines, from screenwriting to brand strategy and content marketing.
Source: Original research and academic publications
The Framework
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Find the Frustration
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Apply the Enemy
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Feel the Alliance
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TV Ad - 60-second spot for a direct-to-consumer eyewear brand
A ready-to-use example that you can adapt for your brand...
A ready-to-use example that you can adapt for your brand...
A ready-to-use example that you can adapt for your brand...
B2B SaaS - Homepage positioning for a no-code workflow automation tool
A ready-to-use example that you can adapt for your brand...
A ready-to-use example that you can adapt for your brand...
A ready-to-use example that you can adapt for your brand...
DTC / Personal brand - Manifesto page for a clean beauty brand
A ready-to-use example that you can adapt for your brand...
A ready-to-use example that you can adapt for your brand...
A ready-to-use example that you can adapt for your brand...
LinkedIn / Social - Post launching a consulting practice focused on pay transparency
A ready-to-use example that you can adapt for your brand...
A ready-to-use example that you can adapt for your brand...
A ready-to-use example that you can adapt for your brand...
Email subject + opener - Launch email for a subscription billing platform
A ready-to-use example that you can adapt for your brand...
A ready-to-use example that you can adapt for your brand...
A ready-to-use example that you can adapt for your brand...
Sales deck - Opening narrative for an education technology company
A ready-to-use example that you can adapt for your brand...
A ready-to-use example that you can adapt for your brand...
A ready-to-use example that you can adapt for your brand...
Brand Strategy Usage
Challenger Brand Manifesto
Defining the brand by what it fights against
Detailed strategy breakdown with step-by-step implementation guide...
Community Building Strategy
Uniting an audience around a common fight
Detailed strategy breakdown with step-by-step implementation guide...
Sales Narrative Reframe
Positioning the sale as joining a fight, not buying a tool
Detailed strategy breakdown with step-by-step implementation guide...
When to use
Brand positioning in categories with entrenched incumbents or broken industry practices worth fighting against
Community building and tribe creation where shared opposition defines the group's identity
Campaign launches where naming the enemy creates urgency and emotional momentum
Content marketing where challenging conventional wisdom or industry norms earns attention and loyalty
When NOT to use
When the 'enemy' is a specific competitor by name - that reads as petty rather than principled, and it gives them free attention
When the enemy is the audience's own behavior - calling your customers the problem is not a winning strategy
When the negativity overshadows your value proposition - if all you do is attack, the audience has nothing to rally toward
When the shared enemy framing could alienate a significant portion of your audience who doesn't share the frustration
Related storytelling techniques
Frequently Asked Questions
What is the Shared Enemy technique in storytelling?
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How do you choose a shared enemy without being negative or alienating people?
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Can the shared enemy strategy backfire?
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Is it ethical to use the shared enemy technique?
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How is the shared enemy different from competitive positioning?
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