Every great story needs tension.
Something to push against.
Something to stand for—and something to stand against.
This is true in politics, movies, and branding.
It’s also true in PR.
And yet, most startups try to play it safe.
They launch with nice messaging. Neutral language. No hard lines. No enemies.
That’s a mistake.
Because if your story has no tension, no stakes, and no contrast—then it’s not a story.
It’s just a description.
We’re not talking about naming names.
We’re not saying you need to go pick a fight with a bigger competitor.
(That’s rarely smart, and often backfires.)
We’re talking about choosing a conceptual enemy:
These are the kinds of enemies that sharpen your narrative—without putting you in anyone’s legal crosshairs.
They create contrast. They generate urgency. They make your “why now” make sense.
It tells the market:
Suddenly you’re not just a new option.
You’re the alternative.
We’ve seen founders make this mistake:
They name a specific company. A competitor. A brand.
And when you do that, one of two things happens:
That’s why we encourage founders to aim higher.
Pick a target that can’t respond—an idea, a system, a problem.
Because when you take on something no one has named—but everyone feels—you get to define the frame.
Polite stories don’t spread.
Tension gets remembered.
Push creates clarity.
So if your story feels soft, try this:
Find that edge—and use it.
Not to provoke.
But to position.
