I heard about this concept on a recent episode of the My First Million podcast 🎧
Basically, you pick a fight with a business that’s bigger with you, calling them out for something you think sucks.
The guys at Basecamp/Hey wrote about it back in 2010 and it looks like they’ve been following their own advice recently by picking a fight with Apple 🥊 and getting a ton of attention as a result.
That’s not to say you should go around picking random fights online. But it’s worth examining what bugs you about your competitors and how you might be able to use that in your own marketing.
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