Do you have an enemy?

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Case Study: The Anti-Coffee Playbook (Inspired by MudWTR)

Tired of competing in a saturated market where everyone’s offering the same thing?

Do what MudWTR did and flip the script. MudWTR took a beloved product (coffee) and positioned itself as the anti-coffee drink.

The result? A 9-figure revenue juggernaut.

Let’s break down how they did it and how you can apply this strategy to your brand.

Full disclaimer: Big coffee guy here. Never tried MUD/WTR.

Try This:

1. Find Your Enemy: Pick the dominant player or concept in your market, and make them your target. MudWTR didn’t go after all beverages—they laser-focused on coffee and caffeine, positioning them as the “problem.”

Example: If you’re in skincare, your “enemy” could be harsh chemicals or synthetic ingredients.

2. Position Yourself as the Alternative: Once you’ve identified your enemy, make it clear that you’re the better, healthier, smarter, or more efficient alternative. MudWTR branded itself as the holistic, health-conscious, caffeine-free solution to coffee addiction.

Example: “Ditch the chemicals, nourish your skin with nature.” You’re not just another product—you’re the opposite of what’s hurting them.

3. Create Your Own Category: MudWTR didn’t just sell a product; they created a whole new category of drink—something between coffee and tea, but with none of the downsides. They positioned their product as an entirely different experience.

Example: You’re not just offering a skincare line—you’re pioneering the “next generation of clean beauty.” This creates curiosity and makes you memorable.

Why It Works:

Positioning yourself as the alternative to something widely accepted (like coffee) disrupts the consumer mindset and makes them rethink their choices.

By creating a new category, you set yourself apart from competitors and build a brand that’s more than just a product—it's a movement.

 In the Wild:

MudWTR nailed this strategy. Their ads, emails, and even their product names echo the message: “You don’t need coffee, you need Mud.” It’s this relentless focus that’s propelled them into a 9-figure brand.

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