Real vs fake enemies
Marketers will tell you that interesting storytelling needs an enemy. It makes your content worth talking about. That’s all cool, except their enemies aren’t enemies at all. They’re mostly pain points and competitive alternatives. That’s because they borrow the approach from positioning, where your “enemy” is whatever stands between you and the sale, and then they try to hammer it into storytelling. It just doesn’t work.
A real enemy is an idea.
That idea has a camp of people who knowingly believe in it. They would defend it to your face if you attacked it. These people are not ignorant, and they don’t need you to educate them. They know exactly what’s up, and they still say: “This is what I believe, and I’m standing on it. Come at me, bro.” If nobody would argue back, it’s not an enemy.