When we started on Backpack our enemy was structure and rigid rules. People should be able to organize their information their own way — not based on a series of preformatted screens or a plethora of required form fields.
One bonus you get from having an enemy is a very clear marketing message. People are stoked by conflict. And they also understand a product by comparing it to others. With a chosen enemy, you're feeding people a story they want to hear. Not only will they understand your product better and faster, they'll take sides. And that's a sure-fire way to get attention and ignite passion.
Now with all that said, it's also important to not get too obsessed with the competition. Overanalyze other products and you'll start to limit the way you think. Take a look and then move on to your own vision and your own ideas.
Sometimes the best way to know what your app should be is to know what it shouldn't be. Figure out your app's enemy and you'll shine a light on where you need to go.
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