Every Time They Smear, We Get Stronger

If you have ever rebounded from being bullied, you understand the power of negative fuel. Those who bully don’t. This can give those on the receiving side an insatiable hunger and more energy to win.

Winning isn’t about money, and it certainly isn’t about shiny things like diamond rings. It’s about continuing to rock the competition to sleep, not with words of rebuttal, but with big thinking, innovation and execution.

In an October 28, 2016 ESPN article titled “Warrior’s Kevin Durant Fuels Practice by Yelling at Himself,” writer Ethan Sherwood Strauss wrote about how Durant, who has been criticized for leaving his underachieving team for the sure thing, turns negativity into fuel to get even better.

In the video that accompanies the article, the NBA superstar is seen yelling what people say at him every time he shoots.

"They say I ain't hungry!"

"I'm out here!"

The future NBA Hall of Famer sinks basket after basket while dripping profusely with sweat generated by a double practice – one with teammates and one forced on his own.

Durant goes on to say: "That's what I say to myself when I'm working. I hear it all the time. You hear the noise. You hear what they say about you. Everybody hears it. So it's a little extra motivation when you hear it."

"It's not that I read it—it's just in the air," he continued. "You know it's just in the atmosphere and people tell you and you hear about it. You guys ask me questions about it all the time, so obviously I know, but I'm not losing sleep on it. It's just wood on that fire."

It’s just wood on that fire. Listen to that phrase—especially those trying to figure out how to beat or gain edge on your aggressive competition. It’s very valuable.

Having the privilege of working with many different brands of all shapes and sizes, I hear a lot of noise. Many leaders, when talking about their brand competitors, don’t say they hate or they want to crush or kill the competition out of anger—they say it almost as internal fuel. “We are going to get the big guys,” “We crush them in the markets we are both in,” and “They suck.” All of those lines echo on a daily basis. Hopefully they are said as wood on the fire.

For us at 1851 and No Limit Agency*, we have the same battles. But we, too, use it as wood on our fire. It used to bother us when others would falsely criticize who we are and what we stand for. But now, it simply acts as fuel to get stronger, better, and wiser.

When noise is fired at you or your brand, you ultimately have the advantage. You get to decide how you want to respond. It is your half empty or half full glass to choose from. If you choose half full, perhaps you can be on your way to a future in the HOF like Durant.