DJ Khaled, the one-man internet meme, is known for warning his tens of millions of social media followers about a group of villains he calls “they.”

“They don’t want you motivated. They don’t want you inspired,” he blares on camera. “They don’t want you to win,” he warns. On Ellen DeGeneres’s talk show, Khaled urged the host, “Please, Ellen, stay away from them!”

You can read the Nir and Far blog post on How to Achieve Your Goals By Creating an Enemy https://www.nirandfar.com/2017/02/goals-enemy.html

Nir & Far, a podcast about business, behaviour and the brain by Nir Eyal. If you enjoy this podcast, please subscribe on iTunes and leave an iTunes review. It will greatly help new listeners discover the show. Please visit my website Nir and Far for other info about my writing, books and teaching: http://www.nirandfar.com/