Tell Us How You Feel With A Text ReviewThis episode outlines a potential strategy for Yerba Madre, emphasizing the virtues of picking a fight, or a dragon to slay, as a means of establishing a strong cult brand identity. This strategic rule suggests that defining a central antagonist or "villain" is crucial for a brand to gain relevance and stand against something the world needs less of. The source proposes five potential adversaries for Yerba Madre, including The Great Numbness (burnout and disconnection), The Synthetic Industrial Complex (artificial caffeine culture), and The Extractors (exploitation of Mother Earth). This episode also offers guiding questions, categorized under Truth, Tribe, Timing, and Theater, to help the brand select the most resonant fight and determine how to depict and combat the chosen enemy. Finally, it reminds us to confirm that our commitments are authentic, asking if one would pursue the fight even if it did not result in commercial gain.If you are interested in the original source material for this episode, just reach out to Gordon for a copy.

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