In the sales world where i used to work, you would sometimes create the chief competitor as like they're the bad guys. And it's like us versus them as like the rallying, rallying cry. But in order to create that cohesion, you have to keep expanding and blowing up that enemy on the outside. You almost have to like demonize them and create them as an other. So i think far better than creating this like us vs. them is how do we create this internal drive? How do we create a sense of belonging based on what we do?"

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