Finding your brand’s true enemy: the path to meaningful differentiation.

We believe every category has a common enemy holding brands back. Our strategists dive beyond traditional insights to identify cultural tensions and category conventions that limit growth. We find what your brand can uniquely stand against — whether it's mediocrity, complexity, conformity or outdated thinking — and transform it into a powerful uniting enemy that resonates with people and creates a competitive advantage. This enemy-focused foundation gives your brand clear purpose and unlocks the hidden good that truly differentiates you.