You've been hearing for years that your brand has to tell "the hero's journey".

Lie.

Apple, Nike, Tesla didn't build a hero.

They built a villain.

How to find yours in 5 minutes:

Apple didn't work by talking about its computers.

It worked by naming the villain.

The villain was IBM. Big Brother. Mediocrity in a grey suit. Groupthink.

And Apple was the rebellion.

Their computers weren't even better at the time.

Most people obsess over a single question when building their brand:

"How do I explain how good I am?"

Result: text that sounds just like your competition's.

When everyone says they're good, no one is.

The question almost no one asks:

What the hell am I fighting against?

Not against a competitor in your city.

Against an idea. A system. An outdated way of doing things.

That's a villain.

There's a biological reason.

The brain is programmed to detect threats.

People buy to escape nightmares much more than to pursue dreams.

The villain is that nightmare. But with a name and surname.

When you name what your customer already hates, 2 things happen:

1. They feel understood

2. You become their ally

And allies don't need to convince.

Just show up with the weapons.

There are 3 types of villains that work:

VILLAIN 1: The broken system.

You don't attack a company. You attack a way of doing things.

"You don't know English because English is taught badly."

VILLAIN 2: The false belief.

You attack an idea that your client has internalized and that holds them back.

"They've told you that you need thousands of followers to sell. A lie."

Every lie you debunk positions you as the one who tells the truth.

VILLAIN 3: The internal enemy.

The villain isn't external.

Procrastination. Imposter syndrome. Perfectionism.

"Your biggest competitor isn't another company. It's you when you convince yourself you're not ready."

It's the most powerful.

Your client can't escape it.

Think about what bothers your client the most.

What they've put up with for years. The lie they were told until they believed it.

There's your villain.

And that's it! Want more?

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