Yesterday was about making sure you had a hateable brand, but it's not truly that extreme. You just need to be clear about who you're for.

Or, who you aren't for.

From Corey at Swipe Files:

Illustrating who it's not for creates scarcity, exclusivity, and FOMO.

Or, as Hamilton says:

If you stand for nothing, what’ll you fall for?

Talk to a specific audience. Make it blatant.

Bonus points if you can make it fun.

...

Guess I need to schedule something with a doctor...