Why Your Copy Needs to Pick a Fight with the Other Guy (Instead of Smiling and Shrugging)

What are you built to destroy?
That’s an aggressive idea.
The idea of being a destructive force.
After all, we build products to help people, to improve lives, to make happiness. We write about benefits and value. Our raison d’etre is to build others up.
We don’t destroy.
But… if we’ve created something better than the competition has created – if we’ve built something that our users are truly going to love – then does it, perhaps, behoove us to eliminate The Other Guy?
Is it our job as marketers to put up our dukes…

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