Hey there!

Here's a saying that I've always wondered about...

The Enemy of my Enemy is my Friend.

How is that even supposed to be a thing?

Anyway....

Matters arising...

That key thought for today is: IDENTIFY A COMMON ENEMY FOR YOUR COMMUNITY

I've been a student of advertising for about 20+ years now.

One of my favorites (advertising) is Apple’s legendary 1983 television commercial that launched the Macintosh.

CLICK HERE TO WATCH IT

It showed a woman running down an aisle of robot like employees

And throwing a hammer to shatter a massive screen that displayed a very dictator like looking figure.

No company was ever named...

But everybody knew it was IBM, and the enemy was conformity.

They did pretty much the same thing again in 1997 with their Think different campaign after Steve Jobs returned to the company...

That campaign became the rallying cry through which Steve Jobs turned the apple brand into a movement.

Now...

Just as it is important to articulate your market's pain..

It's also vitally important to take a stand against something...

That thing could be a person...

A current way of doing things...

A way of thinking...

An Industry...

A set of traits...

Norms...

A specific form of trauma...

What ever it is...

You've got to take a stand against it.

Will you polarize your market?

Yes...

Some will love your message...

Some will hate it...

Once you identify the enemy...

You need to understand what is propping it up...

What's giving it the ability to stand....

In short you have to discover what revolution dynamics is referred to as...

The pillars of power...

You need to discover what your identified enemy's pillars of power is...

And create an alternative that is so much more compelling that those pillars move to support you.

In political revolutions...

These pillars are most often the population, police, military, industrial complexes and allies.

In our context as entrepreneurs on the path to high profile, highly paid expert status...

As people invested in building a wildly successful and highly profitable global practice...

The BIG Pillar supporting multiple ridiculous ideas is CUSTOMERS.

People who for the lack of a stringer alternative have bought into bad ideas.

What's a bad idea?

Any idea that's not in support of the future that you are promoting - Perioddt!

Our one singular aim in implementing the Community Mastery Method to build a wildly successful and highly profitable global practice...

Is to create and keep a customer.

You want to community of buyers....

And I'll dig into this more tomorrow..

Question for now is:

Why are you perfect customers not with you?

What well meaning bad advice....

Way of thinking...

An Industry...

Behaviors

Trauma...

Have they bought into that when exposed...

Will bring them to you and unify them as a community.

When I started HPEN...

My identified enemy was ignorance and misinformation...

Well meaning bad advice from people who meant well...

But just ended up doing a lot of damage...

Ruining potentially awesome careers with misinformation...

I hated that...

That informed my approach to sharing on HPEN...

I wanted to get the right information into the hands of as many as possible...

I wanted to help democratize the process of becoming a high profile, highly paid person of influence in any field.

And it worked.

It held my people tighter than an elephant's butthole (Not that I'd know what that's like specifically but then.....)

And still today...

Long after I took HPEN off facebook and made it the community side of Expert Business School...

Members of the group still refer people to me and regard me as a godfather of sorts...

In this new phase of my work as I get ready to formally take the Community Mastery Method to the rest of Africa...

I need a new enemy...

Ignorance and misinformation no longer cut it as enemies for the new level of influence I want to reach for.

I need to be more specific..

And so...

You'll often find me attacking Personal Branding as a way of thinking...

You'll hear or read me speak up against social media culture the post 40x a day if you want to make money...

And the idea of visibility for visibility sake.

All these things I speak up against, are key ideas behind how the Personal Brand philosophy is currently taught in a number of spaces...

And there are people who inherent have a problem with those ideas but haven't been able to articulate it as well as I have...

So when they come in contact with my information...

I get their attention and ignite that "where have you been my whole life?" feeling.

The people who are within my community are now able to have language with which to articulate their frustrations and that commonness in language bonds us all together...

It's incredibly powerful to identify an enemy that you can rally your people against.

So think about that...

For the community that you want to build...

The market that you want to serve...

Who or what is the enemy?

Identify that..

And you'll find it easy to rally ideal people to your cause.

That's it for today...

Tomorrow I'll dig into who you need to become in order to become the person leaders want to follow...

It's great to have followers but when those followers are leaders in their own right...

The potential the exponential spread of your ideas and thinking is ridiculous!

Till tomorrow

Get out of your own way and play a bigger game than you've ever played before.

CTM