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B2B by Wilson Chew, Jacky Tai

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CHAPTER 16

Rule No. 9 – Make An Enemy (Or Two)

 

 

 

 

 

 

WHEN you were growing up, your parents probably told you that you should play nicely with the other kids. They probably told you that you should make friends, not enemies. And for those of you who are now parents, you are probably telling your children the same thing. It is great advice and the world would be a much better place if we could all get along.

Unfortunately, if you want to build a strong brand, you will have to make some enemies. Strange as it may sound, you actually need to have enemies to ensure that your brand becomes successful. Yes, you need to beat your enemies in the marketplace but, at the same time, you also need them to help you grow. Nobody ever acknowledges ...

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