“Right now… someone with half your talent is getting your attention, your clients, and your revenue.”
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This framework shows you why… and how to fix it. |
THE UNCOMFORTABLE TRUTH
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Most personal brands don’t fail because the content is bad.
They fail because the content is forgettable.
And forgettable is worse than bad. Bad gets talked about. Forgettable just… disappears.
Here’s what I’ve learned producing a top 25 podcast in personal development:
The creators who win aren’t the smartest or most talented.
They’re the ones who’ve figured out what they’re AGAINST.
They have an enemy. A clear, defined enemy that makes their audience say: “Finally… someone who gets it.”
That’s what this framework is about.
WHAT IS ENEMY POSITIONING?
Enemy Positioning is the strategic practice of defining what you stand AGAINST as clearly as what you stand FOR.
It’s not about being negative or attacking people. It’s about drawing a line in the sand that your ideal audience can see… and step across to join you.
Why It Works?
Humans are tribal. We define ourselves by what we belong to AND what we reject.
Clarity creates loyalty. When people know what you’re against, they trust what you’re for.
Contrast creates memory. You can’t be memorable without being different. Different requires opposition.
Enemies create energy. Passion comes from fighting something, not just promoting something.
“People don’t just follow you because of what you teach. They follow you because of what you BELIEVE.”
THE 5 TYPES OF ENEMIES
Not all enemies are created equal.
Choose the wrong one and you’ll come across as petty, bitter, or confusing.
Choose the right one and you’ll magnetize your ideal audience.
1. THE BROKEN SYSTEM
The industry, institution, or “way things have always been done” that fails people.
Examples:
“The education system teaches you to be an employee, not an entrepreneur.”
“Traditional marketing agencies charge $10K/month and can’t explain what they actually do.”
“The healthcare system profits when you stay sick.”
Best for: Consultants, coaches, and disruptors who offer a new way.
2. THE FALSE BELIEF
The lie your audience has been told (and maybe still believes) that’s holding them back.
Examples:
“You don’t need more followers. You need better positioning.”
“Posting daily doesn’t build a brand. Clarity does.”
“Hard work doesn’t equal success. Leverage does.”
Best for: Educators, thought leaders, and anyone reframing how their audience thinks.
3. THE COMMON ENEMY BEHAVIOR
The bad habit, mindset, or pattern that sabotages your audience’s success.
Examples:
“Stop creating content for everyone. Create for ONE person.”
“Perfectionism isn’t excellence. It’s procrastination in disguise.”
“You’re not too busy. You’re addicted to being busy.”
Best for: Coaches, productivity experts, mindset-focused creators.
4. THE OUTDATED METHOD
The strategy or tactic that used to work but now holds people back.
Examples:
“Cold calling is dead. Warm content is the new outbound.”
“Long sales pages don’t convert anymore. Stories do.”
“Hashtag strategies from 2019 won’t save your reach in 2026.”
Best for: Marketers, tech-focused creators, trend-forward educators.
5. THE VILLAIN ARCHETYPE
A type of person (not a specific individual) who represents the opposite of your values.
Examples:
“The guru who sells transformation but delivers templates.”
“The agency owner who hides behind vanity metrics.”
“The influencer who fakes success to sell courses on success.”
Best for: Anyone positioned as the anti-guru or “real talk” alternative.
IMPORTANT: Never attack specific individuals. Attack ideas, systems, and archetypes. Your enemy should be something your audience can also identify as THEIR enemy.
THE ENEMY POSITIONING FRAMEWORK
Use this 5-step process to identify and articulate your enemy:
STEP 1: IDENTIFY THE FRUSTRATION
What makes your ideal audience angry, frustrated, or stuck?
Ask yourself:
What do they complain about most?
What have they tried that didn’t work?
What advice have they been given that actually hurt them?
What do they secretly think is BS but are afraid to say?
Write down 5-10 frustrations your audience experiences.
STEP 2: FIND THE ROOT CAUSE
Behind every frustration is a deeper enemy. Dig into WHY they’re frustrated.
Use the “5 Whys” technique:
Why are they stuck? Because they’re posting without a strategy.
Why no strategy? Because they learned from gurus who teach tactics, not systems.
Why tactics over systems? Because tactics are easy to sell in courses.
Why do gurus do this? Because the industry rewards quick fixes over real transformation.
ROOT ENEMY: The “quick fix” culture in online education.
The deeper you go, the more powerful your positioning becomes.
STEP 3: NAME THE ENEMY
Give your enemy a clear, memorable name. This makes it tangible and shareable.
Naming formulas:
The [Adjective] [Noun]: “The Invisible Expert Problem”
The [X] Trap: “The Content Treadmill Trap”
The [X] Myth: “The Consistency Myth”
The [X] Lie: “The More Followers = More Money Lie”
[X]-ism: “Vanity Metric-ism”
Your enemy’s name should make your audience immediately nod and say “YES, THAT.”
STEP 4: ARTICULATE YOUR STANCE
Now connect your enemy to your solution.
Use this formula:
“Most people believe [ENEMY/FALSE BELIEF].
But the truth is [YOUR CONTRARIAN POSITION].
That’s why I teach [YOUR METHOD/FRAMEWORK].”
Example:
“Most people believe you need a huge audience to make money online. But the truth is you only need 1,000 Superfans who actually care. That’s why I teach the VYVE Framework… to help you build a real audience, not just a follower count.”
STEP 5: WEAPONIZE IT IN YOUR CONTENT
Your enemy should show up consistently across all your content.
In your bio: “Helping creators escape the content treadmill.”
In your hooks: “Stop chasing the algorithm. Here’s what actually works…”
In your stories: “I used to believe [ENEMY]. Then I discovered…”
In your offers: “Unlike [ENEMY APPROACH], this program focuses on…”
In your podcast intros: “For creators who are tired of [ENEMY]…”
YOUR ENEMY POSITIONING WORKSHEET
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Fill this out to clarify YOUR enemy positioning:
1. My audience’s biggest frustration is:
2. The root cause of that frustration is:
3. I’m naming my enemy:
4. My enemy type is (circle one):
Broken System | False Belief | Common Behavior | Outdated Method | Villain Archetype
5. My stance statement:
“Most people believe ________________________________________
But the truth is ____________________________________________
That’s why I teach __________________________________________”
6. Three content hooks using my enemy:
ENEMY POSITIONING IN ACTION
Here’s how top creators use enemy positioning:
Alex Hormozi
Enemy: The “get rich quick” gurus who sell hope without substance.
Stance: “Most business advice is designed to keep you buying more advice. I give away what others charge $50K for.”
Mel Robbins
Enemy: The myth that motivation will save you.
Stance: “You’re never going to feel like it. Stop waiting for motivation and start counting backward.”
Ed Mylett
Enemy: Average thinking and settling for less than your potential.
Stance: “You were built for more. Stop letting average people set the standard for your life.”
Steven Bartlett
Enemy: The polished, filtered version of success that social media promotes.
Stance: “I want to show the real story… the failures, the doubts, the mess behind the success.”
Dave Ramsey
Enemy: Debt culture and the lie that borrowing money is normal.
Stance: “Debt is not a tool. It’s a trap. Live like no one else now so you can live like no one else later.”
Robert Kiyosaki
Enemy: The traditional education system that teaches you to be an employee, not an investor.
Stance: “The school system trains you to work for money. I teach you how to make money work for you.”
Notice: None of them attack specific people. They attack IDEAS, SYSTEMS, and BELIEFS that their audience also hates.
NOW IT’S YOUR TURN
You now have the framework.
The question is… will you use it?
Remember:
Your enemy isn’t optional. Without one, you blend in.
Your enemy should be your audience’s enemy too.
Attack ideas, not individuals.
The clearer your enemy, the stronger your tribe.
“People don’t just buy what you do. They buy WHY you do it… and WHO you’re fighting for.”
WANT MORE? YOU HAVE TWO OPTIONS
Option 1: Close this PDF. Go back to posting content nobody sees. Keep watching people with half your talent land the podcasts, the clients, and the revenue that should be yours. Keep telling yourself “my time will come” while your bank account stays the same and your frustration grows.
Option 2: Decide today that enough is enough.
Here’s the uncomfortable truth…
Enemy positioning won’t save you if you don’t have a system to back it up.
You can have the sharpest positioning in the world… but without a machine that turns attention into clients, you’re just another smart person who’s broke.
I spent years behind the scenes producing The Ed Mylett Show. I watched what actually works. Not the stuff gurus teach… the stuff that prints money.
And I built Uplevel Syndicate for creators who are sick of being the best-kept secret in their industry.
This isn’t another course you buy and never finish.
This is a room full of people who are done playing small… supported by the same frameworks I used to generate 122M+ views and $8M+ in revenue for clients.
If you’re tired of creating content that disappears…
If you’re exhausted from watching less talented people cash checks you deserve…
If you’re ready to stop hoping and start building…
Then stop reading and go here: https://uplevelsyndicate.com
Fair warning: This isn’t for hobbyists. This isn’t for people who want to “think about it.” This is for creators who are ready to move.