Build Credibility Without the Credentials: Using Nemesis Theory to Build A Brand And Trust

David, and unlikely figure, fighting Goliath, the nemesis

Sometimes founders and business leaders do not come into an industry with the backing of years of experience or recognizable names. Sometimes they are someone who saw an issue and decided to do something about it. You can have a founder who’s brilliant, passionate, genuinely building something great. But (and it’s a big but) they don’t have a track record yet. They came with a blank slate – no reputation (good or bad) – and don’t have someone who can vouch for them (yet). Maybe they’re young. Maybe they came from a totally different industry. Maybe they just haven’t had their breakout moment. And as much as you want their ideas to speak for themselves, that’s not how credibility works in the wild.

So how can you build a brand and recognition around them that fosters trust, when the immediate question anyone coming in contact with them or their product will be: “and what makes you the expert, why should I trust you?” In the real world, people look for shortcuts. Visual cues. Signals of authority. And when you do not have those yet? It can feel like yelling into a void. Sounds like a familiar pain point? That is the problem.

Now, here is why it matters: if you can’t get people to recognize the founder as someone worth listening to, the product gets overlooked. The mission doesn’t land. The entire narrative flatlines.

So how do you close that credibility gap?

You create a gravitational center. You rally people behind something that matters. You make your founder the face of a movement, and not just any movement, but one with a clear villain.

Welcome to the Nemesis Theory of marketing.

What is the Nemesis Theory in Marketing?

At its core, Nemesis Theory in marketing is a powerful psychological and branding principle which describes how you can unify an audience by rallying them against a common enemy, real or symbolic. Think of your common frustrations and how many people have those same annoyances. Now think of brands that call out those annoyances and put forward a solution. A few examples of this includes:

• Notion, who stands against over-complicated, fragmented productivity tools.

• Chime, who stands against big banks who are only open during working hours, charging hidden fees and punishing the poor.

• Robinhood, who originally positioned itself as a rebel against Wall Street.

• Masterclass, who rallied against inaccessible and gatekept education and upskilling systems.

  
  

When you point to a clear villain, people know what you stand against, and in contrast, what you stand for. And that, by default, becomes your rallying cry. It's particularly useful for grassroots growth and building credibility when your spokesperson (like a young founder or a newcomer from another industry) doesn't yet have name recognition or institutional authority.

Why It Works for Emerging Executives

Shared adversity builds loyalty. People are wired to bond over shared struggles, and a nemesis creates solidarity. It also brings clarity of purpose. Having a clear 'enemy' sharpens your positioning and helps people quickly understand your mission. If your founder lacks traditional credentials, this strategy flips the script. Fighting a nemesis shifts the spotlight away from pedigree and toward courage, values, and action. And from a storytelling angle, every hero needs a villain. This gives even newer executives a compelling narrative arc. Media loves contrast and conflict, so positioning against a broken system or outdated norm often grabs attention faster than a neutral message.

When you’re trying to build visibility and affinity for a newer leader, especially one without a traditional pedigree:

• There’s no legacy glow yet. You can’t rely on their name to carry weight.

• The credibility scaffolding is still under construction. So you need something more visceral and instantly relatable.

• Positioning them as the hero of a fight makes them instantly relevant. It shows what they care about, what they’re here to disrupt, and why it matters.

How to Use Nemesis Framing Thoughtfully

To operationalize it: Identify and name the nemesis, whether it's a broken system, outdated thinking, predatory practice, elite club, or algorithm chasing, something your audience already distrusts or resents. Then align with the underdog. Frame your founder and customers (together) as part of the team challenging this status quo. Build the storyline using language of uprising, defiance, courage, and change, but keep it grounded and authentic. And finally, create rally points. Share content that exposes the nemesis, celebrates customer wins, and advances the mission. The goal isn’t to pick fights for drama’s sake (though there are people and brands who successfully harness this approach). The nemesis has to be real, rooted in pain points your audience feels and cares about.

Here’s how to do it well:

• Name the nemesis clearly. It could be bureaucracy, legacy tech, predatory pricing models, a broken status quo.

• Frame your founder as the antidote. This is the human stepping up to challenge the thing everyone resents but feels powerless against.

• Make it easy to pick a side. Use emotional language. Tap into shared frustration or aspiration.

• Don’t overcomplicate it. This is not a dissertation. It's a gut-check.

Examples of Nemesis Framing in Action

• "Traditional banks make money when you overdraft. Our founder got hit with $200 in fees in college and decided to build a better system."

• "Most analytics platforms were built for engineers. Our CEO came from retail and kept thinking: why is this so hard to use?"

• "Legacy enterprise software assumes your team has an IT department. Our founder was a one-person ops show and built the tools she wished she had."

  
  

These work because they tell a story. They frame the founder not as a genius on a hill, but as someone who felt the pain and did something about it.

When It Works Best

• When you need fast affinity. You want people to care now, not five years from now.

• When your founder is not a household name. This gives them a leg up without needing a TED Talk.

• When you’re trying to define a category or reframe a problem. The nemesis can be the old way of thinking.

Final Note On How to Build Credibility

Use the nemesis wisely. Just one last thing to watch out for: there are caveats to using this strategy well. Avoid manufacturing outrage or inventing villains. The nemesis should be real and emotionally resonant, not exaggerated. Afterall, your target community needs to relate to that frustration on a tangible, real and visceral level not made of hyperbole. Also, don’t just stop at the complaint. No one like a complainer, but they do like people who do something about it. You need to show how your founder is actively solving the problem (that’s what earns trust.) And be careful not to overplay the narrative. If it starts sounding conspiratorial or combative, it can erode credibility instead of building it. Like anything powerful, nemesis framing works best when handled with nuance and integrity.

You want to be human about it. The nemesis isn’t a person, it’s a problem. This isn’t about calling people out; it’s about calling people in. So be strategic, be specific, and most importantly, be real. Because authenticity is the only real cheat code here.

If you can pull that off? You’ll not only get buy-in for your founder, you’ll create a movement people actually want to be part of.

Need deeper help and guidance? Schedule a discovery call.